Stacking Growth | The B2B Marketing Podcast Implementing Modern Marketing Success Metrics | Judy Sheriff
May 20, 2025
Judy Sheriff, General Manager at Refine Labs, brings her expertise in modern marketing metrics to the conversation. She shares her journey from traditional methods to innovative demand generation strategies. Judy emphasizes the need to simplify data dashboards for accurate tracking and aligning marketing efforts with sales and finance. The discussion touches on the importance of brand recognition and the risks of over-relying on AI, advocating for a balanced approach that combines technology with human engagement.
AI Snips
Chapters
Transcript
Episode notes
Judy's Early Marketing Journey
- Judy Sheriff started in marketing in 2010 with a social media internship at a small B2C e-commerce company.
- She quickly gravitated to data and digital marketing, setting up Google Analytics and retargeting campaigns early on.
B2B SaaS Shift and MQL Disconnect
- Judy moved to B2B SaaS after four years in e-commerce, focusing on demand generation and paid media.
- She noticed a disconnect between high MQL lead volume and actual paid trial signups driving revenue.
Realizing Brand Drives Organic Trials
- During a leadership meeting, Judy realized cutting brand and event budgets hurt organic trial growth.
- She advocated that brand recognition was necessary to drive organic trials despite pressure for direct attribution.