Stacking Growth | The B2B Marketing Podcast

In this discussion, Jason Theroux, Performance Marketing Manager at Refine Labs, emphasizes the need for marketing and sales teams to collaborate rather than compete. He shares insights from his transition from sales to marketing, highlighting the importance of shared goals and transparent communication. Jason also discusses how emerging technologies, like AI, can reshape the marketing landscape, advocating for a unified approach that builds customer trust and drives revenue. Listeners will gain practical advice on fostering collaboration for holistic business success.

#marketingtips #brand #demand #expand #marketing #b2bgrowth Welcome to a weekly check-in where I (⁠⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive back into Brand, Demand, Expand!Pipeline shouldn't be the only measurement tool you're using, each pillar of Brand, Demand, and Expand need to have their own detailed metrics. In this video newsletter companion, we break down what those measurement tools should be.

Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.Ensuring effective B2B marketing involves understanding and leveraging LinkedIn as a powerful tool for precise targeting and audience engagement. The discussion covers essential strategies like audience segmentation through job titles and functions, optimizing campaign objectives for different outcomes, and the impact of localization on ad performance. Libby shares her decade-long expertise in platform evolution, advising on the merits of Reach vs. Engagement campaigns, and emphasizing the importance of dynamic UTM parameters for measuring success.As the conversation unfolds, Evan, Ciara, and Libby shed light on using advanced LinkedIn features like revenue attribution reporting and the company engagement tab. They dig into optimizing advertising spend and understanding the critical metrics that matter most for campaign success. Dive into this illuminating session to grasp comprehensive, actionable insights that can transform your approach to LinkedIn advertising.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsLibby SchellConnect with the hosts:Evan HughesMegan Bowen

#marketingtips #brand #demand #expand #marketing #b2bWelcome to a weekly check-in where I (⁠⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. This week we dive into Community and In Person Connection!

Judy Sheriff, General Manager at Refine Labs, brings her expertise in modern marketing metrics to the conversation. She shares her journey from traditional methods to innovative demand generation strategies. Judy emphasizes the need to simplify data dashboards for accurate tracking and aligning marketing efforts with sales and finance. The discussion touches on the importance of brand recognition and the risks of over-relying on AI, advocating for a balanced approach that combines technology with human engagement.

Explore the transformative Brand Demand Expand framework, which redefines marketing strategies. Discover how the three pillars—brand, demand, and expand—can significantly improve customer interactions. The discussion offers practical tips for enhancing marketing effectiveness and driving growth. Tune in for insights that stack up for your brand's success!

Megan Bowen, CEO of Refine Labs and a specialist in B2B demand generation, shares her insights on embracing change in the marketing landscape. She discusses the essential role of adaptability in navigating today's challenges, especially with the rise of AI. The conversation dives into emotional dynamics of change management and outlines a four-step model for transformation. Megan emphasizes the importance of building a solid brand foundation and the need for strategic reflection to thrive amid ongoing shifts in B2B marketing.

Last year we launched Maxwell: our "DemandGPT" chatbot in The Vault, but now we're unlocking the gate and letting him loose.  Head over to our website, fire off up to 10 questions, and get instant, free access to thousands of pages of expert content in seconds. It’s super simple:➡️ Go to refinelabs.com➡️ Look for the blue chat icon in the bottom right corner➡️ Type your question and let Maxwell do the rest Whether you're troubleshooting, brainstorming, or looking for fresh ideas, The Vault is packed with actionable insights that can help you build and optimize your modern B2B marketing strategy. Head on over and let us know what Maxwell digs up for you!Last week's Paid Search B2B Roundtable is on YouTube and Spotify now!Ready for more insights from the team? Monday, May 19 at 12pm EST, Libby Schell is joining the Exec Team to walk through the LinkedIn Paid Social PlaybookRegister here. This week we wanted to feature Rayna van Beuzekom, Content & Creative Lead at Commsor, who recently completed a 48 hour networking marathon of almost 50 (!!) back to back calls. On every call they asked "what advice would you give to your younger self?" and created a  gem-filled montage of answers.  Check it out here, and let us know: if you had to give advice to your younger self, what would it be?  PS: Can you spot the Refine Labs face in the montage 👀

Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand rather than spreading thin over broad, low-intent keyword terms. Megan warns against overspending on Google Search and stresses the significance of efficiently using search budgets as part of a diversified channel strategy.Sharing slides from the Vault playbook, Ciara and Dale dig into strategies to maximize the effectiveness of Google Ads while minimizing waste. The discussion delves into the importance of structuring ad groups by themes for efficient insights and underscores the necessity of reassessing keywords to eliminate unproductive spending. Also highlighting emerging trends, this conversation provides tactical advice on leveraging conversion tracking, optimizing bidding methods, and refining ad copy to align with user intent and improve ROI. The experts also tackle nuanced topics such as the impact of competitor bidding and the evolving SERP landscape due to AI.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsDale HarperConnect with the hosts:Evan HughesMegan Bowen

Welcome to a weekly check-in where I (⁠⁠⁠⁠Steph Crugnola⁠⁠⁠⁠) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth.  This week we describe (and show in real time) a 3 step short form video strategy to dip your toes into the content pool!