Stacking Growth | The B2B Marketing 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.
AI Snips
Chapters
Transcript
Episode notes
B2B SaaS Landscape Shift
- The B2B SaaS landscape has changed significantly post-pandemic, impacting mature companies and startups differently.
- Mature companies, while successful, are now facing declining ROI on traditional digital strategies.
Paid Search Strategies
- Challenge existing playbooks and explore alternative paid search strategies in competitive markets.
- Consider non-branded search and aggressive negative keyword strategies to lower costs.
LinkedIn Saturation
- LinkedIn has become saturated for B2B SaaS advertising.
- Explore alternative channels like demand-side platforms and out-of-home advertising.