Stacking Growth | The B2B Marketing Podcast

From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy that she believes is now essential for survival and growth.She argues that the "growth at all costs" era is definitively over, and in its place is a more sustainable, holistic go-to-market motion she calls the 'Brand. Demand. Expand.' framework. She explains the specifics of each pillar, including the key metric that makes brand performance measurable, a proven formula for reallocating ad spend, and strategies for turning existing customers into your best growth lever."

In this insightful discussion, marketing expert Dale Harrison tackles common objections against brand marketing, especially those from CFOs. He emphasizes the importance of establishing brand presence before product launches to boost recognition and conversion rates. Dale dives into how different online advertising platforms serve brand strategies, revealing Reddit's unique advantages over LinkedIn. He also debunks the myth that B2B buyers are solely rational, highlighting the critical role of brand marketing in influencing decision-making, especially in niche markets.

In this enlightening discussion, Dale Harrison, a renowned speaker at Refine Labs with expertise in brand and performance marketing, delves into the complexities of measuring ROI in brand marketing. He tackles common misconceptions, emphasizing the importance of showcasing long-term value. Dale critiques the limitations of ROI as a sole metric and offers insights into lift analysis as a vital tool. He also reveals how real-time data can effectively link ad spending to consumer behavior, challenging traditional perceptions of brand marketing's measurability.

Ciara Hopkins and Malin Wijenayake, experts in B2B marketing strategies, dive into the untapped potential of Reddit for advertising. They discuss its unique culture and how to effectively engage community members through authentic content. Topics include leveraging Google's partnership for enhanced targeting and navigating ad fatigue common on the platform. They share creative strategies to resonate with Reddit's audience, emphasizing brand awareness and the importance of measuring ad effectiveness. This insightful conversation reveals why Reddit could be a game-changer for marketers.

Dale Harrison, an experimental physicist turned marketing expert, shares insights on balancing brand and performance marketing. He discusses the importance of brand familiarity in influencing buyer behavior and the challenges faced in B2B branding. The conversation delves into the significance of distinctive brand assets, like logos and jingles, in enhancing memory and recognition. Dale also emphasizes the necessity for strategic budget allocation and the effectiveness of integrated campaigns in driving consumer actions while maintaining brand identity.

In this insightful chat, Dale Harrison, an expert in brand and performance marketing, shares his wisdom on effective budget allocation. He emphasizes the renowned 60:40 rule—allocating 60% to brand efforts and 40% to performance-driven campaigns. Dale explains how consumer memory influences advertising in B2B markets, particularly through long purchase cycles. He also discusses tailoring marketing strategies based on the maturity of brands and the importance of adapting approaches as market dynamics shift.

Dale Harrison, an expert in brand and performance marketing, discusses how these two strategies can work harmoniously. He emphasizes the need for brand ads to create durable memory associations for the 95% of consumers not actively in the market. Dale warns against cognitive overload in performance ads—single, clear calls to action are key. He also shares insights on the pitfalls of generic offers and how rebranding can erase existing memories, highlighting the invaluable role of consistent brand assets.

Dale Harrison, a branding and performance marketing expert, shares insights on the critical interplay between brand recognition and actionable marketing strategies. He highlights that 80-85% of B2B buyers already have brands in mind before they shop, making brand positioning vital. Dale explains how distinctive assets like logos and jingles forge lasting emotional connections, while performance marketing drives immediate buyer actions. Tune in as he breaks down the science behind memory formation in marketing and the need for a balanced approach to engage today’s buyers.

Megan Bowen, Evan Hughes, and Ciara Hopkins host Jason Theroux to discuss the 2025 playbook for Paid Social and Facebook / Meta ads. This session focuses on utilizing Meta’s platforms for creating brand awareness and improving engagement within the B2B sector. As businesses seek to meet their audiences where they reside online, marketing professionals can leverage the insights shared to refine their digital strategies. Dale shares actionable insights into audience targeting, the importance of consolidation, and effective use of third-party tools for better audience reach on Facebook. He and Ciara emphasize the use of creative content strategies, including carousel ads and video content, to captivate the audience's attention. Mastering Meta's intricate advertising tools means understanding each ad placement's value, avoiding low-quality impressions, and aligning campaign objectives with business goals.This episode also offers guidance on measuring campaign success through a hybrid attribution framework, addressing the challenges of tracking and conversion amidst privacy changes and algorithm updates. The dialogue supports businesses in balancing their marketing budgets optimally across channels, with Facebook serving as a valuable, cost-effective component in a diversified marketing mix.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #meta #facebook #instagram______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsJason TherouxConnect with the hosts:Evan HughesMegan Bowen

Megan Bowen, CEO of Refine Labs and B2B SaaS marketing expert, joins the conversation to tackle the inefficiencies of paid media in driving revenue. She critiques the reliance on outdated strategies that fail to convert, revealing how misaligned KPIs hinder growth. Megan shares insights on how agile companies succeed by challenging old assumptions and adopting modern measurement tactics. Listeners learn why quick wins must balance with long-term strategies and how understanding customer behaviors is essential for effective demand generation.