Stacking Growth | The B2B Marketing Podcast

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.

Megan Bowen and Matt Sciannella from Refine Labs, team up with Wynter’s Peep Laja to discuss the importance of brand in B2B Marketing. They explore the nuances of brand visibility, drawing on their extensive experiences to highlight how foundational brand awareness has become in competitive markets. Exploring the intricate balance between brand and demand generation, the discussion underscores why brand perception and awareness can no longer be sidelined in favor of immediate revenue-driven tactics.They share actionable insights on overcoming common pitfalls associated with B2B brand marketing, from misconceptions about ROI to the undervaluation of sustained marketing efforts. Matt emphasizes the importance of setting the right expectations with leadership teams about brand-building timelines, while Peep advocates for consistent messaging and memorable brand experiences. They unpack strategies to measure brand success effectively, bridging the gap between qualitative insights and quantitative data, and underscore the fact that modern businesses must invest in their brand story to achieve meaningful, long-term market penetrationEpisode topics: #marketing, #leadgen, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Matt SciannellaPeep LajaConnect with the host:Megan Bowen

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.