Stacking Growth | The B2B Marketing Podcast

Why Paid Media is Killing Your GTM Efficiency | Megan Bowen on GTM Live

Jun 17, 2025
Megan Bowen, CEO of Refine Labs and B2B SaaS marketing expert, joins the conversation to tackle the inefficiencies of paid media in driving revenue. She critiques the reliance on outdated strategies that fail to convert, revealing how misaligned KPIs hinder growth. Megan shares insights on how agile companies succeed by challenging old assumptions and adopting modern measurement tactics. Listeners learn why quick wins must balance with long-term strategies and how understanding customer behaviors is essential for effective demand generation.
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INSIGHT

Legacy vs New Marketing Mindsets

  • Legacy B2B SaaS companies stuck in 2015 digital marketing methods face declining growth despite apparent success.
  • Newer companies adopt modern strategies aligning with current buyer behavior and marketing effectiveness.
ADVICE

Optimize for Quality MQLs

  • Audit your funnel data to identify which programs convert to quality pipeline and revenue.
  • Shift focus to quality MQLs that actually convert, not just volume-driven metrics.
ADVICE

Deliver Quick Wins in Paid Media

  • Implement phased changes to show quick wins within 90 days while progressing toward long-term goals.
  • Begin with auditing paid search, improve conversion tracking, and optimize budget allocation promptly.
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