Stacking Growth | The B2B Go-to-Market Podcast

2025 Planning and Goal Setting | Refine Labs B2B Marketing Roundtable

Nov 4, 2024

Ciara Hopkins, VP of Demand Generation at Refine Labs, and Matthew Sciannella, Senior Director of Demand Generation, bring their B2B marketing expertise to the table. They discuss the evolving landscape of B2B marketing post-pandemic, stressing the importance of adaptability and long-term growth. Key topics include the critical role of brand awareness despite immediate ROI pressures, the need for a strategic content approach tailored to customer journeys, and leveraging historical data for data-driven marketing goals. This insightful conversation is a roadmap for success in a competitive environment.

56:19

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Episode guests

Matthew Sciannella

Ciara Hopkins

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Episode notes

Podcast summary created with Snipd AI

Quick takeaways

The post-pandemic B2B SaaS landscape necessitates updated digital strategies that prioritize long-term growth and adaptability for sustained success.

Relying on historical data analysis and common sense is crucial for setting realistic, data-driven marketing goals aligned with business objectives.

Investing in brand awareness, despite the pressure for immediate returns, is essential for long-term business growth alongside demand generation efforts.

Deep dives

Impact of the Pandemic on B2B SaaS

The pandemic significantly transformed the B2B SaaS environment, shifting businesses from in-person interactions to entirely online strategies almost overnight. This transition led to heightened adoption of digital marketing techniques, corresponding with a surge in venture capital funding that fueled aggressive growth strategies. Despite the early successes in 2020 and early 2021, many companies failed to adapt their marketing approaches to emerging trends as the landscape evolved. As financial backing receded in 2022, those who had relied heavily on top-line growth without considering unit economics faced severe challenges, highlighting the need for adaptability in the face of market shifts.

Intro

2min

Navigating B2B Market Shifts

8min

Navigating the Competitive Landscape of B2B Advertising

4min

Navigating Brand Awareness in B2B Marketing

7min

Leveraging Historical Data for Marketing Success

14min

Navigating Marketing Challenges

17min

Navigating Growth Challenges in SaaS

5min

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:

Core Shifts in B2B SaaS: The landscape has changed significantly post-pandemic, emphasizing the need for updated digital strategies that focus on long-term growth and adaptability.
The Role of Data in Planning: Historical data analysis and common sense are key components of setting realistic, data-driven marketing goals that align with business objectives.
Importance of Brand Awareness: Despite the pressure for immediate ROI, investment in brand awareness is crucial for sustained business growth and should accompany demand generation efforts.
Content Strategy as a Differentiator: A well-rounded and strategic approach to content creation, focusing on different stages of the customer journey, is essential for engaging potential buyers.

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