Stacking Growth | The B2B Marketing Podcast How to Thrive in the New Era of Marketing
Oct 21, 2025
Megan Bowen, CEO of RefineLabs and B2B marketing strategist, shares her expertise on modernizing growth for SaaS and tech companies. She discusses the Brand-Demand-Expand framework and its role in driving trust for B2B purchases. Bowen highlights the importance of split-the-funnel analysis to differentiate between low-intent and high-intent strategies. She also delves into AI's transformative impact on buyer behavior and stresses the need for grounding marketing in fundamental principles rather than just following tech trends.
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Origin Story Of RefineLabs
- Megan Bowen describes founding RefineLabs in 2019 to modernize B2B marketing for how buyers now buy.
- She says the agency has partnered with over 300 companies to align marketing, sales, and measurement for efficient revenue growth.
Use Capital To Accelerate AI Readiness
- Use investment to accelerate innovation and meet changing market needs, especially with AI-driven shifts in the agency landscape.
- Megan Bowen says outside capital from Grandin Holdings enables faster adoption of new technologies and strategies.
Quality Beats Volume In Modern Funnels
- The traditional volume-focused funnel is broken because low-intent leads inflate lead counts but deliver few customers.
- Shifting to high-intent strategies reduces volume but increases qualified opportunities and customer conversion rates.