Stacking Growth | The B2B Marketing Podcast How to Nail Down Messaging and Positioning | Megan Bowen on Building With Buyers
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Apr 8, 2025 Megan Bowen, CEO at Refine Labs, leads a demand gen agency focused on growth-stage B2B SaaS companies. She discusses the pivotal role of customer understanding in shaping effective messaging and marketing strategies. Megan dives into how buyer behaviors have evolved and the necessity of adapting approaches. The conversation highlights the importance of integrating AI responsibly and emphasizes foundational business principles over hasty tech adoption. She also shares insights on optimizing paid advertising strategies for startups, underlining that data-driven decisions are key to success.
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Demand Gen Is Marketing’s Revenue Engine
- Demand gen is the core pillar of marketing that focuses on creating, capturing, and converting interested buyers to drive revenue.
- Positioning is a key input to a strong demand strategy and must be nailed first.
Demand Creation Is Brand Awareness
- Demand creation equals brand awareness and aims to make your target market know your problem, solution, and unique value.
- The goal is to be top of mind so buyers seek you when they need the solution.
Use ABM As A Coordinated Sales-Marketing Play
- Treat ABM as a coordinated tactic where marketing and sales jointly target a specific set of accounts to win customers.
- Use digital ads, in-person experiences, and outbound sales activity together for effective ABM.