GTM Live

How to Get Real ROI from Paid Media (with Megan Bowen)

Jun 6, 2025
In this enlightening discussion, Megan Bowen, CEO of Refine Labs and expert in B2B marketing, reveals the pitfalls of traditional paid media strategies that fail to convert. She highlights the dangers of misaligned KPIs and how they lead to ineffective decision-making. Insights on how agile companies outpace legacy firms are shared, showcasing the need for a modern approach to demand generation. The conversation also touches on reevaluating marketing metrics and the importance of integrating brand awareness with demand strategies for better business outcomes.
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INSIGHT

Paid Media Overspending Problem

  • Many B2B companies overspend on paid media while pipeline and revenue decline.
  • The root problem is outdated strategies that don't convert, not just the amount spent.
INSIGHT

Legacy vs Modern Marketing Mindsets

  • Established B2B companies often use marketing strategies stuck in 2015.
  • Newer companies adopt modern approaches aligning with current buyer behaviors and tech.
ANECDOTE

MQL Volume vs Revenue Disconnect

  • A client had rising MQLs but falling pipeline and revenue due to over-investment in paid capture ads.
  • Optimizing for volume-driven lead metrics masked true business impact and broke ROI.
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