In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups.

You'll learn about:

Hybrid marketing attribution (blending the attribution between software and self-reporting)
Measuring the effectiveness of marketing all the way through to revenue
And breaking it down by each channel within marketing that contributes to that revenue
As well as the most common mistakes made in B2B SaaS marketing and how to fix them

Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

00:00 Introduction

01:03 Megan Bowen's Journey to CEO at Refine Labs

06:47 The Power of Hybrid Attribution in Marketing

17:49 Challenges and Insights on MQL Targets

22:45 Multi-Channel Attribution and Pipeline Sources

25:48 Exploring Marketing Attribution Models

26:41 Challenges in Measuring Marketing Impact

27:15 Sophisticated Attribution and Pipeline Models

29:03 Gathering Qualitative Feedback from Sales

31:31 Setting Effective Measurement Frameworks

38:59 Optimizing Response Times and Lead Quality

39:25 Strategies for Handling High-Volume Inbound Leads

41:00 Qualifying Leads and Enhancing Sales Processes

44:39 Evaluating and Adjusting Marketing Strategies

48:50 Closing Thoughts

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STRATEGIC REVENUE OPERATIONS AS A SERVICE

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Refine Labs' Attribution Measurement Framework with Megan Bowen