Stacking Growth | The B2B Marketing Podcast
Hosted by Refine Labs, this podcast is for marketers, by marketers. Whether you're new or seasoned, it aims to help refine strategies, find meaningful takeaways, and hear real, honest stories of marketers who've made waves in the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth.
Episodes
The ABM Playbook: Account Tiers, Pipeline Metrics & Tactics That Actually Work | Sidney Waterfall & Sam Kuehnle
Most ABM programs fail before the first campaign launches — because the account list is wrong, the incentives are broken, and marketing is measuring the wrong things.In this episode, Matt Sciannella sits down with Sidney Waterfall (Head of Marketing, Open Brand) and Sam Kuehnle (VP Marketing, Loxo) — two former Refine Labs marketers now running completely different ABM motions at completely differ
The offer vs. argument problem: why most B2B promotion is just sophisticated coercion (feat. Liam Moroney))
Marketers own promotion — but most B2B promotion is just coercion dressed up as demand gen. Matt and Liam unpack why the standard playbook of fear messaging, demo CTAs, and incentivized meetings fails, and what a real offer actually looks like when it's built from genuine customer understanding. One of the most practically useful conversations on B2B advertising and offer design you'll fin
Is GEO actually a distribution strategy? A skeptic's take on place in B2B SaaS (feat. Liam Moroney)
Place in B2B used to mean partnerships, system integrators, and analyst relations. Now everyone's adding AEO and GEO to the list. But Matt and Liam question whether being mentioned by an LLM actually changes buying behavior — or whether it's just a new version of the same old "just get in front of people" fallacy. A grounded, skeptical conversation about what distribution really
B2B pricing is a black box — and marketers are paying for it (feat. Liam Moroney))
Pricing is the most avoided conversation in B2B marketing. It's handed down from finance, rubber-stamped by sales, and marketers are expected to promote whatever number comes out. Matt and Liam make the case that pricing is actually a marketing problem — and that the explosion of "no decision" outcomes in B2B SaaS is largely a symptom of not understanding how buyers think about value
Product is not marketing's job — and that's the problem
"A CRO told us the word our customers cared about most was extensibility. I'm a marketer — I've never used that word in my life."When was the last time marketing had a real say in what got built? In most B2B SaaS companies, engineers and founders own the product, and marketers inherit whatever comes out the other end. Matt Sciannella and Liam Moroney explore what it would look li
Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs
Megan Bowen is the CEO and majority owner of Refine Labs, one of the few B2B demand generation agencies that has built its entire model around the problem most agencies refuse to name: demand capture is easy to measure, demand creation is not — and most companies are spending almost entirely on the former.In this episode, Megan explains why AI doesn't scare her, how the Brand Demand Expand fra
Does AI Actually Break B2B Positioning?
Does AI really break B2B positioning, or is it exposing deeper product problems? In this roundtable, Refine Labs' VP of Innovation Matt Sciannella sits down with Fletch PMM founders Anthony Pierri and Rob Kaminski to unpack what's actually happening when companies try to position themselves for the AI era.They cover why AI mandates from VCs create confusion (not clarity), how Intercom, Pal
What High-Performing GTM Teams Do Right
Matthew Sciannella breaks down what separates high-performing B2B go-to-market teams from the rest — using Ramp and Clay as real-world case studies. From Ramp's Super Bowl surround-sound strategy to Clay's disciplined mid-market segmentation bet, this episode pulls back the curtain on the GTM principles any B2B SaaS team can steal.🔑 Key Takeaways:Why Ramp balances brand + demand in equal m
Stop Ignoring Demand Inputs
An Ipsos survey of 1,226 marketers across the US, Canada, and Australia asked 10 multiple choice questions on basic marketing fundamentals — and two thirds failed.We're not talking advanced strategy. Segmentation. Positioning. The four Ps. Above-the-line marketing. Omnichannel. Quantitative research. The bare minimum from a year and a half of formal marketing training.This is the state of B2B
Stop Wasting Budget on BOTS
Are your B2B ads actually reaching humans? Dr. Augustine Fou (founder of Fou Analytics) joins Matt to expose exactly how ad fraud infiltrates Google, LinkedIn, Meta, Reddit, CTV, and programmatic — and the free, simple controls you can put in place today to stop burning budget on bots.Chapters:00:00 – Intro & Dr. Fou's Background05:37 – Google Search & Partner Network Fraud09:31 – Cook
How Mature is your Marketing? (part 1: Brand, Demand, Expand)
Matt Sciannella unveils Refine Labs' newest marketing stage measurement tool: the Marketing Maturity Model.Is your business doing reactive marketing? Are you market leaders? Or are you somewhere in between, trying to scale up to a stronger presence?Matt talks through the model and how to understand which stage you may be at.
This is why you don't trust your agency
Earlier this year, Evan Hughes conducted a survey to marketers, trying to find some insight into what they're really facing right now. Well, the results are in, and the answers to one of the questions gave us some serious pause: "What would most likely cause you to change agencies?" 33% of respondents said they can't clearly explain their impact internally. For obvious reasons,
How B2B Influencer Marketing Actually Works in 2026
Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish)Building an influencer program as a repeatable system (not one-off posts)Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedInTalent sourcing: internal creators, power users, frontline thought
Embracing AI As A Designer
SummaryChris Ford, Lead Designer at Refine Labs, shares how creative professionals can harness AI without compromising artistic integrity. Speaking to an audience navigating the rapid shift toward automation in design and marketing, Ford clarifies that tools like Midjourney and Runway are accelerators—not replacements—for real strategic thinking. His journey from teen coder to strategic designer r
Integrating AI into your workflow - without the hype!!
Topics CoveredAI efficiency vs. AI opportunity in modern B2B orgsUse cases across Claude, Gemini, Copilot, and ChatGPTClaude for Excel outperforming native pluginsAI-powered brand visibility audits (AIO, GEO)Building MVPs from product demos using GeminiAutomating reporting and funnel analysis with ChatGPT & GeminiCustom GPTs for keyword analysis and lead quality reviewsAI system design in regu
HOW TO: Be a Human Copywriter in the AI Era
Erik Sena, Copy Manager at Refine Labs, shares his creative journey and how AI is reshaping the modern copywriter’s toolkit. This honest and insightful discussion explores the human side of marketing innovation and the future of creative work.Speakers and RolesErik Sena – Copy Manager at Refine Labs; leads brand voice efforts internally and across client accounts, overseeing multiple writers and c
Implementing Modern B2B Marketing Strategies
This conversation explores how Refine Labs drives measurable B2B SaaS growth through demand strategy, paid media optimization, creative execution, and AI-era marketing fundamentals. Listeners gain a clear understanding of how modern demand generation, positioning, and strategic rigor create predictable pipeline and revenue outcomes.Topics CoveredRefine Labs’ evolution, revenue milestones, and agen
Proving Ad Impact in 2026
This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue.Speakers and RolesMatt Sciannella – Host and practitioner running paid media for multiple B2B cl
Being a Designer in the AI Era
0. SummaryThis episode explores how Refine Labs lead designer Monica Beesting navigates creativity, design workflows, and authenticity in the AI era. Listeners gain practical insight into how human-driven creative direction remains essential even as AI tools expand what’s possible in modern marketing.1. Speakers and RolesSteph Cragnola – Host; marketer guiding conversations about growth, change, a
Marketing Agency 101 with Megan Bowen
Refine Labs CEO Megan Bowen joins Evan Kirstel for a deep-dive into how B2B marketing must evolve for the AI era. The conversation covers modern go-to-market models, buyer-centric strategies, and how Refine Labs helps companies drive measurable pipeline growth through data, experimentation, and cultural excellence.1. Speakers and RolesMegan Bowen – CEO of Refine Labs. With 20 years in B2B SaaS at
B2B Growth: Fundamentals and Future
Megan Bowen, CEO of Refine Labs, shares the core fundamentals behind modern B2B growth. She explains how buyer behavior has shifted, how marketing must evolve, and what it takes to build a profitable, scalable go-to-market engine rooted in focus, data, and customer understanding.Topics CoveredEvolution of B2B buying: analog → website → dark social → AI era.Aligning go-to-market around buyer behavi
Get Started: Performance Marketing Plays that WORK
Refine Labs’ Stacking Growth roundtable, hosted by Matt Sciannella with guest Ky Shaw of DemandOS, dives deep into performance marketing plays that generate real pipeline fast. The discussion covers tactical frameworks for aligning with sales, running direct-response ads, and launching actionable campaigns that drive measurable results in B2B environments.Topics Covered-How to build pipeline throu
How to Thrive in the New Era of Marketing
Megan Bowen was featured on the most recent episode of Tech Impact, hosted by Evan Kirstel. We're excited today to release the full interview, including extra questions that weren't aired in the TV segment. She touches on the new era of buying behavior, our Brand, Demand, Expand strategy, and how AI has impacted the marketing agency landscape. Want to learn how to thrive in this new era of
How to Bridge the Attribution Gap | Sidney Waterfall
Called to Action is back with Sidney Waterfall to walk us through her journey as a marketer blending qualitative data with quantitative insights, and how that can help bridge the attribution gap.Sydney shares her journey and emphasizes the power of qualitative data, like self-reported attribution, and how it complements quantitative analytics to foster business growth. Her unique approach lies in
How to capture, create, and convert demand in the AI era
Our CEO Megan Bowen was a guest on Charles Gaudet's Predictable Profits podcast to talk about the outdated funnel and how to market in the AI era. From Predictable Profits: "If you’re still trying to grow your business with traditional funnels and wondering why your capture, create, convert demand strategy isn’t working, you’re about to discover why those old-school tactics are completely
Complete Breakdown: Brand. Demand. Expand.
Megan Bowen hosts ChampionHQ’s CEO Gianna Scorsone to cover Refine Labs’ Brand, Demand, Expand strategy. They discuss how combining brand strength, creating demand, and expanding existing customer relationships can combat current market challenges, especially in the AI era. The conversation demystifies these pillars and offers practical, actionable insights into efficiently integrating them into a
Why Storytelling is Crucial for Brand Marketing | Liam Moroney
Called to Action is back with Liam Moroney of Storybook marketing to walk us through his journey as a marketer focused on brand and storytelling. He gives his history, philosophy, and advice on how to change your leadership's mindset. Liam draws from his extensive background in B2B marketing to share his experiences in navigating various industries, emphasizing the importance of moving from a
Measuring Marketing: A Complete Breakdown
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms co
How to Calculate ROI
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the final event, and covers all of the specific calculations you need to know to accurately find your Marketing ROI. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. T
Why Revenue isn't the right Metric
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue. Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more
Integrating CTV into your paid media strategy | August B2B Roundtable
Evan Hughes hosts Matt Sciannella, Aaron Weekes, and Kyle Taylor to discuss how to integrate Connected TV (CTV) into paid media strategies, particularly for B2B companies. With digital landscapes evolving, the conversation emphasizes the importance of leveraging CTV's unique opportunities for audience reach and targeted awareness. The experts provide a detailed discussion on how CTV not only c
Brand. Demand. Expand. The Essential new Go-To-Market Framework
From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the
Addressing Common Arguments Against Brand Marketing
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the second event, digging into four different common arguments that CFOs make against brand, including: timing, budget, outdated beliefs about buyers, and misguided thoughts on company scope. Check out our events page to register for the
How to Measure the ROI of Brand Marketing
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the second event, digging into Measurement and ROI. Throughout the conversation, Dale systematically demystifies common misconceptions surrounding brand marketing efforts, particularly in the B2B sector, highlighting why measuring brand ROI
B2B Advertising on Reddit
Evan Hughes and Ciara Hopkins host Malin Wijenayake to discuss the 2025 playbook for Paid Social on Reddit.This session focuses on the strategic importance of using Reddit ads for B2B marketing. As the digital marketing landscape evolves, they dig into why Reddit, often overlooked in B2B strategies, can be a powerful platform for reaching untapped segments. Evan highlights the shifting dynamics of
Balancing Brand and Performance Marketing
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing Matt Sciannella hosts Dale Harrison in a three part summer event series about the intricacies of Brand and Performance in your full marketing strategy. In this first session, they cover:-The impact of brand and performance in marketing-How to integrate both pillars into you
Balancing Budget Between Brand and Performance Marketing
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the third part of the first episode, covering budget allocation between brand and performance marketing. As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on s
Integrating Brand and Performance Marketing
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the first episode, covering how brand and performance can work together as well as common mistakes and limitations of each.Dale emphasizes that brand ads should aim at building durable memory associations with future buyers, who represent a
Brand and Performance: Jobs to be Done
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy. They explore why companies must establish a presence in buyers' minds before they come into the market and
Paid Social Playbook: Meta / Facebook Ads | June B2B Roundtable
Megan Bowen, Evan Hughes, and Ciara Hopkins host Jason Theroux to discuss the 2025 playbook for Paid Social and Facebook / Meta ads. This session focuses on utilizing Meta’s platforms for creating brand awareness and improving engagement within the B2B sector. As businesses seek to meet their audiences where they reside online, marketing professionals can leverage the insights shared to refine the
Why Paid Media is Killing Your GTM Efficiency | Megan Bowen on GTM Live
From GTM Live:This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend mor
The Importance of Brand in B2B Marketing | Refine Labs + Wynter
Megan Bowen and Matt Sciannella from Refine Labs, team up with Wynter’s Peep Laja to discuss the importance of brand in B2B Marketing. They explore the nuances of brand visibility, drawing on their extensive experiences to highlight how foundational brand awareness has become in competitive markets. Exploring the intricate balance between brand and demand generation, the discussion underscores why
Sales v Marketing: Stop Fighting for Credit | Jason Theroux
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignmentJason Theroux is on today to hammer home the crucial message to sales and marketing teams across the world: stop fighting for credit and start working together to support your organization holilstically. The conversation navigates through Jason's career path
how to measure marketing outside of pipeline | newsletter companion 30 May 2025
#marketingtips #brand #demand #expand #marketing #b2bgrowth Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive back into Brand, Demand, Expand!Pipeline shouldn't be the only measurement tool you're
Paid Social Playbook: LinkedIn Ads
Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.Ensuring effective B2B marketing involves unde
Find Your Community | 22 May Newsletter Companion
#marketingtips #brand #demand #expand #marketing #b2bWelcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive into Community and In Person Connection!
Implementing Modern Marketing Success Metrics | Judy Sheriff
Refine Labs’ General Manager Judy Sheriff is on today to walk through how and why you should implement Refine Labs’ modern, tangible success metrics for your marketing team. Judy Sheriff shares her career story, starting with her entry into marketing in 2010, highlighting experiences with companies relying heavily on traditional metrics such as MQLs, and her eventual discovery of modern demand gen
Brand! Demand! Expand! | 16 May Video Newsletter
#marketingtips #brand #demand #expand #marketing #b2bWelcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive into Brand, Demand, Expand!
Why Most B2B Brands Are Stuck—and How to Break Through | Megan Bowen on LevelUp Business
From LevelUp Business: Megan Bowen, CEO of Refine Labs, joins JR Lay to break down how forward-thinking B2B brands can embrace change through adaptability, strategic reflection, and an evolved demand gen model. From redefining brand, demand, and expansion strategies to building internal change management discipline, this conversation offers a path forward to those ready to level up.📧 Subscribe to
MAXimize Your Results | 9 May Newsletter Companion
Last year we launched Maxwell: our "DemandGPT" chatbot in The Vault, but now we're unlocking the gate and letting him loose. Head over to our website, fire off up to 10 questions, and get instant, free access to thousands of pages of expert content in seconds. It’s super simple:➡️ Go to refinelabs.com➡️ Look for the blue chat icon in the bottom right corner➡️ Type your question and
Paid Search Playbook - Google Ads in 2025
Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand r
Start a Short Form Video Strategy in 3 Steps | 1 May Newsletter Companion
Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we describe (and show in real time) a 3 step short form video strategy to dip your toes into the content pool!
Paid Social Playbook: LinkedIn Ads | May B2B Roundtable
Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.Ensuring effective B2B marketing involves unde
Building an Effective Video First Content Strategy | Erik Jacobson
Erik Jacobson, CEO of Hatch, joins Evan and Steph to talk about building an effective video first content strategy. As a pioneer in video-first content strategies, Erik shares his insights on the evolving landscape of B2B marketing, emphasizing the importance of adapting to changing consumer behaviors. He brings over a decade worth of actionable strategies for businesses looking to harness the pow
What Are Your Burning Marketing Questions? | 25 April Newsletter Companion
Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we ask: what are your pressing marketing questions that we can answer, and who do you go to when you need an expert?
Growing Into A Demand Gen Role | Steve Voith
Steve Voith, VP of Revenue Marketing at Kyriba, joins Evan and Steph to talk about his career journey in Demand Generation. Steve discusses his journey from a novice marketer to a seasoned professional, sharing critical insights into the evolution of demand generation and the significant impacts of various learning experiences throughout his professional life. As Steve dives deep into his career m
Who's Got Your Back? | 17 April Newsletter Companion
Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we ask: What communities are you part of as a marketer that help you connect and get support in this chaos landscape?
How to Make it as a Solopreneur | Garrett Ira
Garrett Ira, founder at Method, joins Evan and Steph to talk about his journey to becoming a Solopreneur - the successes, challenges, and everything in between. Garrett shares his unique experience of coming from an entrepreneurial family, which set the tone for his career in marketing. He talks about his transition from agency work to in-house roles, eventually leading him to launch his own compa
Telling the Story Beyond the Data | 10 April Newsletter Companion
Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we ask: Does a graph tell the whole story? Probably not. Take a step back and make sure you're showing the bigger picture. Check out Evan Hughes' LinkedIn post t
How to Nail Down Messaging and Positioning | Megan Bowen on Building With Buyers
*from Building with Buyers*Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support."Here’s what we cover:Brand, Demand, and ABM. What's your approach to client work;I’m exploring the role that customers play in helping startups build to the next rou
Niching Down | 3 April Newsletter Companion
Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week is all about about niching down and clarifying landing pages, inspired by the Called to Action conversation with Tas Bober. Join me as I work to niche down my LinkedIn con
How to Tame Your Landing Page (And Your Career) | Tas Bober
Tas Bober, Co-Founder of The Scroll Lab, joins Evan Hughes and Steph Crugnola for a discussion focused on finding your niche in your career and on your landing page. Tas starts by talking through her evolution from an aspiring writer to a digital marketing expert, propelled by her early career experiences. Stressing the influence of pivotal mentors and their often brutally honest advice, she walk
Why Do You Listen to Marketing Podcasts? | 27 March Newsletter Companion
Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week is all about ABM! Inspired by the recent B2B Marketing Roundtable, we sent out and are testing a template to narrow down ABM audience tiers, trying to solve for this a
ABM: How to Get it Right | March B2B Roundtable
Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive.They cover:Defining ABM: All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs.Tools: Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize existing C
A New Experiment | Newsletter Companion 19 March 2025
Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week is all about experimentation, based on this week's episode of Called to Action featuring Canberk Beker.
How to Prioritize Consistent Experimentation | Canberk Beker
Canberk Beker, founder of ROASted, joins Evan Hughes and Steph Crugnola for a discussion focused on the importance of consistent and ambitious experimentation. Canberk describes his shift from traditional B2C marketing to embracing experimental strategies, emphasizing the significance of pushing boundaries to foster growth.He shares is personal experiences and challenges in advocating for experim
Why You Should Appeal to Humanity In Ad Creative | Libby Schell
Libby Schell, Refine Labs Demand Generation Manager, joins Evan Hughes and Steph Crugnola for a discussion about leading with empathy and humanity in ad creative. Libby shares her unique path from a strategic communications graduate to a demand generation expert in the B2B SaaS domain. She focuses on how she has worked to balance creativity with marketing strategies to craft compelling ad content
Building an Organic Content & Thought Leadership Strategy | B2B Round Table
Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy. They cover:Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention.Consistency in content distribution helps build trust and establishes the brand as a credible source of information.Integrat
How to Implement a Demand Creation Strategy | Sam Kuehnle
Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact. The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam offe
Why Leads Are Not All Created Equal | Ciara Hopkins
Ciara Hopkins, VP of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it.
Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why’ behind instant calls and emails to new leads. She highlights the transformation she witnessed
4 Milestones to Hit Before Investing in Paid Advertising | Refine Labs B2B Roundtable
Megan Bowen and Evan Hughes host Ciara Hopkins in a roundtable discussion of paid ads, nailing down when is the right time to start investing.
They cover:
Defining your ideal customer profile and target market
Developing your strategic narrative
Building a website that converts traffic into sales conversions
Aligning Marketing and Sales
In addition to valuable insights and questions f
How to Bridge the Attribution Gap | Ashley Lewin
Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers.
Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the stre
Why To Start Ungating Your Content | Kerri Amodio
Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content.
Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a
How Podcasting Can Help You Land Your Next Role | Aaron Weekes
Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling.
Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land
Why Change Management is Crucial to Pull You Into the Current Era of Marketing | Megan Bowen
Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we’re featuring marketing leaders who’ve been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between.
Megan reflects on the major shifts happening in B2B SaaS companies right
Use Historical Data to Grow Your Business | Megan Bowen on Metrics & Chill
From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue perfor
Optimizing GTM Strategy For Growth | Refine Labs B2B Marketing Roundtable
CEO Megan Bowen and VP of Marketing Evan Hughes hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization.
They explored how to build a compelling business case using historical data, manage the change process effectively, and guide your organizatio
Paid Search Efficiency | Refine Labs B2B Marketing Roundtable
CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending.
They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cov
2025 Planning and Goal Setting | Refine Labs B2B Marketing Roundtable
CEO Megan Bowen and VP of Marketing Evan Hughes hosted VP Of Demand Generation Ciara Hopkins, and Senior Director of Demand Generation Matthew Sciannella to dive into the 2025 planning process.
Through the event, they addressed significant trends in the digital marketing space, emphasizing the need for adaptability and smart investment. Key topics include the saturation of B2B advertising platfor
7 ways to use generative AI in PPC to boost revenue | Kerri Amodio SMX Masterclass
Kerri Amodio, Director of Demand Gen, delivered a Keynote and Q&A session for SMX Masterclass. She focused on how businesses can leverage AI tools like ChatGPT to optimize their marketing campaigns. She emphasized the importance of using AI not merely to save time but to enhance the quality of marketing efforts, improve messaging, and boost revenue.
The discussion details the use of AI for re
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A Life Engineered
