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.
Copyright: © Refine Labs
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 performance assessment."
Key Takeaways:
Revenue Performance Assessment: Refine Labs conducts an in-depth analysis of historical CRM data to optimize demand generation strategies, focusing on lead pipelines and closed-deal analytics.
Prioritizing Attribution: A blend of software-based and self-reported attribution provides a more comprehensive understanding of the lead-generation journey, particularly highlighting critical insights for demand creation programs.
Identifying Growth Levers: Key growth drivers often include improving lead conversion rates and paid social advertising effectiveness, helping companies leverage their strengths for better outcomes.
Consistent Review Process: Businesses are encouraged to perform revenue assessments every 9 to 12 months to refine strategies and adapt to evolving market conditions.
Common Challenges: Common pitfalls among companies include overspending on paid search and ineffective social media strategies, areas where Refine Labs offers guidance to boost efficiency.
See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.
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 organization through a mindset shift, and gave insights on the phases of GTM transformation and how to influence leadership buy-in.
Key Takeaways:
Transitioning from lead gen to demand gen involves understanding current state, obtaining leadership buy-in, and segmenting changes into manageable phases.
A deeper focus on demand creation, in addition to demand capture and conversion, helps companies sustainably grow their market share over time.
Leadership alignment and clear communication, bolstered by data-backed business cases, are essential for successful change management.
Emphasizing customer experience as a marketing strategy can significantly enhance word-of-mouth referrals and overall brand reputation.
Demand creation strategies should focus on solving real customer problems and delivering unique value propositions through the right digital channels.
See full videos and more on our YouTube channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
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 cover setting up effective conversion tracking, differentiating between competitor and branded campaigns, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes.
The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing.
Key Takeaways:
See full videos and more on our YouTube channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
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 platforms like LinkedIn, the critical role of content strategy, and the value of aligning business fundamentals with modern marketing tactics in order to enable your company to optimize its growth trajectory in an increasingly competitive market.
Key Takeaways:
See full videos and more on our YouTube channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
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 refining ideal customer profiles (ICP), crafting compelling ad copy, and designing personalized marketing strategies. Kerri articulates the nuances of using tools such as ChatGPT, Microsoft Copilot, and Google Gemini in creating targeted, effective paid media campaigns. The conversation covers the importance of understanding customer data, competitor analysis, and the integration of AI in crafting messaging that resonates with specific audience needs. With insights on the ever-evolving landscape of digital marketing, listeners are guided on how to stay ahead of the curve with AI-enhanced strategies that deliver tangible results.
See full videos and more on our YouTube channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
Triana Mills, VP of Creative, joins Steph Crugnola on Stacking Growth Snacks to break down the differences between a Creative Strategy Package and a Creative Execution Package. She details what's included, who would benefit most, and the timeline investment you'd be looking at for each package.
See the video on our YouTube Channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
Evan Hughes and Steph Crugnola joined Corey Kossack of Aspireship on the Startup Skills Podcast to talk about the four essential roles in building a podcast.
From Startup Skills Podcast:
The second episode of the Startup Skills Podcast, Corey engages with Evan Hughes and Steph Crugnola from Refine Labs to discuss podcasting as a growth strategy for B2B tech companies. They explore the importance of podcasting for brand storytelling and audience engagement, emphasizing the need for a clear strategy and intention behind each episode. The conversation covers essential roles for podcast success, including the architect, host, creative, and distributor, and offers practical advice on developing these skills within a team. They also highlight the significance of content distribution across various platforms and building a strong network in the podcasting space.
Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she guides listeners through specific talk tracks that can help convince leadership to make the change. She highlights the most important benefits of switching to a Data Democracy to make it attractive to your C-Suite and stakeholders.
See the video on our YouTube Channel
Stay on top of all Refine Labs news and events by subscribing to our newsletter.
Our September Expert Session, featuring Malin Wijenayake and Chris Walker, focused on YouTube Ad Strategy!
Through the session, they covered:
If you want to watch the full video, you can access it here on our YouTube page.
And, if you enjoy these sessions, make sure you mark your calendars for what's coming in Q4: B2B Marketing Roundtable w/ Refine Labs —a live, three-part series to help you fine-tune your 2025 strategy and make the most of your paid media. Our CEO, Megan Bowen, VP of Marketing, Evan Hughes, and other Refine Labs experts will be talking through the practical stuff that really matters when it comes to your 2025 plan.
Here’s what we’ll cover:
October Session: Goal Setting for 2025 – How to plan for success without locking yourself into something rigid.
November Session: Paid Media Efficiency – How to stop overspending and get more from your budget.
December Session: Driving Real Change in Your Go-to-Market – How large organizations can make impactful, lasting changes.
In our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative.
Key takeaways include:
The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies.
Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos.
Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly.
If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including
Marketing in Competitive Categories, featuring Kyle Coleman
Scaling a Demand Engine, featuring Alice De Courcy
Leveraging Social and Community to Create Demand, featuring Dave Gerhardt
Our TOPPODCAST Picks 
