Stay ConnectedHosted by Refine Labs, this podcasts is for marketers, by marketers.
Whether you’re new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who’ve been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth – let’s help build each other up.
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At this point you all know our stance on talking to customers and extracting insights through those conversations. But some of the common questions we still get all the time are:
"what is the best way to conduct a customer interview?"
"What questions should I ask?"
"How do I take insights gleaned from a customer interview and inject them into my marketing strategy?"
In this episode, Tory and Matt talk with Michael Ashford, Director of Marketing at The Receptionist, about how they were able to achieve exponential growth without an outbound sales team by creating a demand strategy around the insights they learned from talking with customers regularly.
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It's that time of year—leaves are changing, football is back, and it's time for ANNUAL PLANNING! It's time to look back at the previous year, figure out what's been working and start to think about the campaigns and revenue targets for 2023.
In this episode, Tory and Allison go through the framework they use with clients for year-end demand planning.
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Events in the past were all about getting a booth, flying in all your salespeople, scanning badges, and having conversations on the show floor. But that’s not how the best marketing teams are approaching event strategy anymore. The best strategies involve building relationships, creating content, and leaving a lasting impression. So how do you do that through your event strategy in 2022 and beyond? In this episode, Sam and Sidney dive into just that.
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One of the most informative things you can do as a demand gen marketer is do a win/loss analysis. A win/loss analysis can do many things including validating messaging, help refine your ICP, inform your content strategy, and more. Some teams are already looking into why deals are lost, but it’s rare to see companies analyzing and comparing the reasons you won deals. Looking into both of these items are key to unlocking key insights to power a successful go-to-market strategy. In this episode, Tory welcomes Director of Demand Gen, Matthew Sciannella to talk about the incredible insights he is uncovering by doing this analysis.
Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.
When asked about marketing innovation teams are quick to reference customer insights, category creation, and creating demand. And these are all very important things (that we preach at Refine Labs often). But there's one thing that is often overlooked and is a critical part of making all of these other strategies successful—Creative! Without an innovative creative strategy to deliver the message of your newly found customer insights or new category, you're shooting yourself in the foot. But what do we mean by "innovative creative"?
In this episode, Triana, Devon, and Brianna of the Refine Labs creative team talk about how they define innovative creative and how they go about executing it for clients.
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Imagine being part of a sales-led organization where the SALES team is asking marketing to stop running lead gen and start creating demand. It's a role reversal that we don't often hear, but it's the exact situation that an audience member came to us with. "What steps can I take to get my marketing team to stop running gated lead gen and start creating real demand for our brand?" In this episode, Sidney and Sam tackle that exact question.
Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.
An economic downturn can bring a lot of difficulties for a marketing team. Decreased media spend and decreased budget for tech from customers both lead to lower overall demand in the marketplace. When demand is lower, marketing teams have to focus on the levers they can influence, independent of those variables. In this episode, Sam and Sidney talk about the 4 levers that every marketer can pull to help better capture the demand in the market.
Many companies that run an enterprise, sales-led motion are now using some form of product-led growth to move down market. This poses a lot of problems for some demand-gen marketers, as it requires a different approach in both strategy and tactics to be successful. In this episode, Allison and Tory dive into the framework that we've been implementing with clients facing this here at Refine Labs.
Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.
In the second part of our series on variable comp vs salary for salespeople Carl and Cassidy are taking questions from LinkedIn. Variable comp vs salary is a heated topic and salespeople had a lot of really good questions including:
Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.
Relying on people to click your ad's CTA is destroying its effectiveness. Providing the full value in the feed will win out every time and we're here to prove that to you. Curious how you can do the same internally?
People don't want to leave the platform they're already engaged with. 99% of the time, even if someone is engaged with your ad, they're not clicking. So if your strategy is to use your social content to drive ebook downloads, blog traffic, email signups, or anything else that isn't native to the channel you're posting on, you are playing a losing game.
Amanda Natividad calls this "Zero Click Content" and she joined Tory Kindlick and Sidney Waterfall to talk about why delivering your message in the feed is so important, the tactics you can use to create effective content that doesn't require a "click", and how to measure marketing's impact.
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