Stacking Growth | The B2B Marketing Podcast

SummaryChris Ford, Lead Designer at Refine Labs, shares how creative professionals can harness AI without compromising artistic integrity. Speaking to an audience navigating the rapid shift toward automation in design and marketing, Ford clarifies that tools like Midjourney and Runway are accelerators—not replacements—for real strategic thinking. His journey from teen coder to strategic designer reveals the mindset shift creatives must adopt to thrive in a performance-driven, AI-infused landscape. This episode demystifies AI's impact on modern B2B marketing workflows while reinforcing the value of human empathy, nuance, and storytelling.Topics CoveredAI as a creative partner in modern B2B marketingCreative strategy in a performance-first demand gen environmentHow Refine Labs designers adapt AI for speed, not shortcutsBrand storytelling vs. AI outputCreative autonomy and process efficiencyFree and paid AI tools for image and motion designNavigating the psychological shift toward automationThe future of human creativity in AI-saturated workflowsStrategic experimentation and creative boundariesQuestions This Video Helps AnswerHow are B2B creatives using AI tools like Midjourney and Runway today?What’s the right mindset for using AI in design without losing creative control?Where should human creativity draw the line with AI-generated content?What tools help accelerate creative workflows without sacrificing originality?How should creatives adapt to AI without fearing job replacement?What is the future of creative work in AI-augmented environments?Jobs, Roles, and Responsibilities MentionedGraphic DesignerCreative StrategistPerformance MarketerContent CreatorVisual DesignerCopywriterMarketing TechnologistBrand StrategistAI Prompt Engineer (implied role)Key TakeawaysAI accelerates design iteration but doesn’t replace creative judgment or empathy.Tools like Midjourney, Runway, and ChatGPT help visualize concepts quickly and reduce time spent on repetitive tasks.Refine Labs designers use AI to test ideas faster, not to generate final creative without human input.The "line" of AI involvement depends on complexity, originality, and personal creative ethics.Being strategic with experimentation ensures AI enhances—rather than dilutes—brand quality.The coming shift isn’t AI vs. humans, but AI with humans who adapt and lead.FAQWhat AI tools does Chris Ford use most in his creative workflow?Midjourney for image generation, Runway for animation, and ChatGPT for ideation and refining language.Is AI replacing creative jobs in B2B marketing?Not directly. Ford explains that AI requires human oversight and strategy, making creatives who adapt more valuable—not obsolete.How does Refine Labs integrate AI in its design process?By using AI to accelerate idea generation and reduce manual work, while keeping creative direction and brand storytelling in human hands.Are there free AI tools creatives can explore?Yes. Midjourney offers a limited free trial, and tools like Google Gemini are free. Search “AI tools” with “free” in quotes to discover more.What’s the biggest creative challenge when using AI?Time lost on prompt engineering and editing outputs. Not all tools produce high-quality or precise results, so human refinement is still essential.Quoted Highlights“AI gives me the options, but my creativity gives me the direction.” – Chris Ford [00:09:11]“It’s not just pixels—it’s purpose.” – Chris Ford [00:22:30]“I never saw AI as a threat. I saw it as a collaborative tool.” – Chris Ford [00:05:12]“Strategic thinking without AI is still my foundation. These tools just optimize my workflow.” – Chris Ford [00:24:10]“If you want AI-created results, you need to be okay with AI-level quality.” – Chris Ford [00:21:02]

Join Carl Yeh, co-founder of Zero to 60 AI, as he cuts through the AI hype to reveal its practical applications in B2B environments. Discover how Claude outshines Copilot in Excel tasks, and learn about automating brand audits with AIO. Carl emphasizes the significance of rethinking workflows to be AI-native, unlocking strategic opportunities. He also explores using Gemini for multimodal data analysis, and shares insights on ensuring AI accuracy in reporting. If you're curious about actionable AI integration, this conversation is packed with gems!

Erik Sena, Copy Manager at Refine Labs, discusses his journey from creative inspiration to copywriting under the influence of AI. He shares how tools like ChatGPT can enhance brainstorming while maintaining brand voice. Erik delves into the pressures driving AI adoption in marketing and the balance between human creativity and technology. He emphasizes the importance of nurturing human artistry and predicts a future shift towards more culturally aware, human-centered work. Tune in for insights on thriving in a tech-heavy creative landscape!

Megan Bowen, CEO of Refine Labs and expert in B2B demand generation, shares her insights on driving SaaS growth. She discusses how to achieve a 50% increase in pipeline through strategic onboarding audits and the importance of balancing demand creation with demand capture budgets. Megan emphasizes the role of AI in marketing, advocating for authenticity and human-driven content as key advantages in a crowded landscape. She also explores the evolving landscape of marketing agencies, predicting a shift towards strategic consultancy over mere execution.

Keith Putnam-Delaney, CEO of Primer and ex-Dropbox growth leader, shares insights on proving ad impact in 2026. He discusses the shift from traditional B2B channels like LinkedIn to B2C platforms such as Meta and YouTube. The conversation highlights challenges like signal loss and mobile measurement gaps. They explore the benefits of lift tests and incrementality for validating ad effectiveness. With real client success stories, they emphasize the importance of omnichannel strategies and customized tools over monolithic ABM. Prepare for a transformative 2026!

Monica Beesting, Lead Designer at Refine Labs with a rich background in museum and graphic design, discusses the intersection of creativity and technology. She shares how AI can enhance creativity without compromising brand authenticity. Monica emphasizes the importance of human art direction, ethical boundaries in using AI, and tips for effective team collaboration. As she navigates the pressures of adopting new tools, her goal remains clear: to produce original visuals over generic stock imagery, even as trends in low-quality AI emerge.

Megan Bowen, CEO of Refine Labs and veteran of B2B SaaS, shares insights into the future of marketing in an AI-driven world. She discusses how buyer-led decision-making has transformed B2B strategies, making traditional MQLs obsolete. Megan introduces the "Brand, Demand, Expand" framework for holistic growth and emphasizes the importance of human creativity over AI in content creation. She also highlights Refine Labs' innovative approaches to data benchmarking and creating a people-first company culture that attracts top talent.

Megan Bowen, CEO of Refine Labs, shares her expertise in modern B2B growth, having previously worked at Zocdoc and Grubhub. She discusses the evolution of B2B buying behavior from analog to AI, emphasizing the need for marketing to adapt. Megan also stresses the importance of a data-driven Ideal Customer Profile and developing a strategic narrative for alignment. She introduces the 'Brand, Demand, Expand' model for growth and highlights simplification in measurement, advocating for effective sales and marketing collaboration to drive predictable growth.

Ky Shaw, the founder of DemandOS and a performance marketing expert, shares valuable insights for B2B companies. He discusses effective performance marketing plays that create a robust sales pipeline quickly. Topics include aligning marketing with sales, crafting high-intent offers for lesser-known brands, and strategies for direct-response advertising on LinkedIn. Ky also highlights the importance of actionable content, tools like ROI calculators, and experimenting with incentivized demos to attract quality leads while maintaining a competitive edge.

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.