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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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 experimentation, especially within the constraints of B2B environments that often prioritize direct metrics like cost per lead over innovative tactics. Highlighted by the stark comparison between B2C and B2B methodologies, this episode delves deep into how his bold moves and risk-taking have led to groundbreaking strategies, such as successfully tapping into competitive keyword spaces and leveraging user-generated insights. As he recounts his various experiments, both successful and unsuccessful, Canberk stresses the critical role of data-and intuition-driven decisions, ultimately inspiring marketers to push past traditional limits to achieve significant breakthroughs in their campaigns.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #experimentation
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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 that resonates with audiences beyond cliche business jargon.
She spotlights the importance of empathy and human-centric creativity in B2B marketing, examining how her artistic insights fuel her advertising and messaging tactics. To cap it off looking forward, Libby discusses some of the nuanced difference between AI and human creativity as we head into the future of marketing within the digital landscape.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #empathy
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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.
Integrating different content formats (video, text, visuals) can effectively engage diverse audiences.
Authenticity and humanized content resonate more with audiences than overly polished or curated posts.
A well-developed strategic narrative, based on understanding big changes in the market, can align messaging across all company communications.
In addition to valuable insights and questions from the live audience, Megan, Evan, Ashley and Steph share their personal strategies for keeping up with content production as well as the Refine Labs strategy.
Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #content #roundtable #marketingexpert
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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 offers insights into planning effective marketing strategies in a rapidly changing digital landscape.
The conversation begins by exploring Sam's marketing journey, from his foundational experiences in a family-run agency to working as an account development representative in SaaS, highlighting his shift from the predictable revenue model to a demand-focused approach inspired by Chris Walker.
Sam also shares invaluable advice on stakeholder management, emphasizing the necessity of aligning marketing strategies with overarching business goals. He discusses methodologies for generating quick wins, such as optimizing Google Ads and refining audience targeting, providing practical insights into sustainable marketing practices. The episode concludes with forward-thinking strategies and preparing for the future of marketing, stressing the importance of adaptability and continuous learning.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation
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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 and became part of in marketing, moving from traditional lead gen to a demand gen approach.
As a marketer, Ciara emphasizes the crucial role of UTM tracking and high versus low intent categorization in driving marketing efficiency. She highlights the importance of understanding the entire customer journey by collaborating with sales and operational teams to enhance data integrity. She also breaks down the industry's shift toward recognizing the value of brand awareness efforts and the necessity of meaningful KPI development to measure these initiatives effectively.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #CRM
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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 from the live audience, Megan, Evan, and Ciara detail each of these milestones, how to get started with building up to them, and how to know when you’ve hit the right place to start investing money effectively into paid ads.
Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #paidads #roundtable #marketingexpert
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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 strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first steps on how to implement and utilize the data insights it can give. Ashley stresses the importance of viewing attribution as a compass to get you close to your destination, rather than a definitive answer, and how staying flexible and curious can help keep you better up to date with the rapidly changing landscape in marketing.
Episode topics: #marketing, #attribution, #demandgeneration, #selfreportedattribution, #B2BSaaS, #digitalmarketing #CRM
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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 demand generation mindset and creating a consistent demand for products and services rather than just generating leads.
Kerri lays out several tactical strategies for effectively measuring and repurposing high-value content. She also stresses the growing importance of building trust and credibility with audiences by delivering authentic and ungated content—content that is open and accessible without barriers such as gated forms or sign-ups, thus fostering a more genuine relationship with the audience.
Episode topics: #marketing, #content, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #gatedcontent
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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 his position at Refine Labs. He focuses on the storytelling aspect of marketing, and how generating consistent content on LinkedIn or other platforms can help prospective companies learn more about you before you even apply.
Episode topics: #marketing, #podcasting, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #interview #jobsearch
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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 now, having moved from the “Growth At All Costs” mindset into a “Profitable, Efficient Growth” mindset as well as the transition through buying Eras from Analog to Website to Dark Social, and now into AI.
She talks about how Change Management is necessary for companies to succeed in moving into the modern era of marketing, especially midmarket enterprise organizations that have been operating successfully for a long time in the Website era. She outlines the crucial steps for navigating change management effectively: assessing reality, updating brand positioning, and phasing into new digital strategies, and how Refine Labs excels at facilitating this process.
Megan shares the darkest moments along her journey, how she was able to push through to grow stronger, and a message of hope in embracing your humanity to find your marketing superpowers.
Episode topics: #marketing, #changemanagement, #demandgeneration, #AI, #B2BSaaS, #digitalmarketing
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