

Stacking Growth | The B2B Marketing Podcast
Refine Labs
Hosted by Refine Labs, this podcasts is for marketers, by marketers.
Whether you're new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who've been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth - let's help build each other up.
Whether you're new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who've been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth - let's help build each other up.
Episodes
Mentioned books

Aug 24, 2023 • 58min
S3 E24 - Building a Strategic Content Marketing Team | Lane Scott Jones - Head of Content @ Zapier
Lane Scott Jones, Head of Content at Zapier, talks about the challenges of transitioning from an agency to in-house role and the need for content to be seen as a strategic function. She shares insights into Zapier's content team structure and the impact of content on the company's ROI.

Aug 17, 2023 • 56min
S3 E23 - Empowering Champions to Close Deals | Nate Nasralla - Co-Founder @ Fluint
Nate Nasralla, co-founder of Fluint, joins Cassidy and Carl to discuss the shift in the sales process, emphasizing the need for tailored content and the power of narrative-based business cases. They explore the importance of aligning sales initiatives with company goals and uncovering existing changes in a business. They also discuss the impact of narrative structure in communication and the value of marketers listening to sales calls.

Aug 10, 2023 • 56min
S3 E22 - If You Want Something, Persist | Anthony Iannarino
“If you don’t know more than them about the decision they’re making, they don’t need you at all”
Cassidy and Carl were joined by Anthony Iannarino to follow him through the development of his innovative sales process. He details the inspiration and first experience with this style of selling, and then how he used it to move his and other careers forward. He stresses the four most important things that this strategy establishes:
Creating Value Immediately
Positioning Yourself as an Expert/Authority
Answering: Why Change
Making it Easy to Get a Second Meeting
He also suggests that SDRs should be involved in the total sales process to learn the language of the client, making the whole team more effective in communication. Finally, he previews his upcoming book Negativity Fast, and the top lesson everyone can learn from it.

Aug 3, 2023 • 1h 42min
S3 E21 - Building a Demand Engine from Scratch | MJ Smith - CMO @ CoLab
Cassidy and Carl were joined by MJ Smith, CMO @ CoLab, to chat about her transition into a CMO role, giving all of the advice she wishes she would’ve had access to before her move.
She starts at the very beginning, diving deep into the way she sought out companies to apply for, and how to make sure to achieve alignment in company and culture. Then, she covers the first 90 days in the role to talk about what worked, what didn’t, and what she learned. She also covers best practices for getting your product in front of the right eyes, and how to track and dissect that data. Overall, this deep dive into creating a demand engine from scratch is a must-listen for every marketer, especially if you have a goal to transition into a leadership role on your horizon.

Jul 27, 2023 • 1h 5min
S3 E20 Organic Content Development Strategies and Tools | Stephanie Crugnola, Miles Campbell @ Refine Labs
Carl and Cassidy were joined today by Refine Labs’ Stephanie Crugnola, Content Strategist, and Miles Campbell, Video Ops Manager to get you started on your organic content journey!
They start from the beginning and cover tools on how and where to launch your content, the team and tech you’ll need to get started, and where to get content inspiration. They drop tips for writing and recording, and deliver an action plan for effective post-production. Make sure to check out the video on the Refine Labs YouTube channel to see the slides when they’re up!

Jul 20, 2023 • 56min
S3 E19 - Evaluating Job Opportunities and Building a Successful Career | Robin Daniels - Chief Business & Product Officer @ LMS365
Kaylee takes the reins today, joined by Robin Daniels to discuss his vast experience and wisdom on evaluating go to market, job opportunities, career growth, mentorship, and leadership. They discuss the importance of tailoring content to the needs of the audience, evaluating job opportunities, and building a successful career. Robin shares his insights on evaluating company culture, finding a mission worth fighting for, and working with great people. He also emphasizes the importance of energy, initiative, and building a chorus of support in order to succeed in your career.

Jul 13, 2023 • 43min
S3 E18 - Unpacking Organic Growth Strategy | Will Aitken @ Lavender
Cassidy is back joining Carl and Lavender’s Will Aitken to unpack how to build an organic growth strategy from scratch. Will discusses the importance of understanding the target audience and creating diverse content across platform, topic, style, and audience goals. He also emphasizes the value of research and learning from successful influencers in the industry and stresses the need for subject matter expertise, highlighting the role it plays in creating effective content. And finally, Cassidy asks what to do about Carl.

Jul 6, 2023 • 50min
S3 E17 - The Past, Present, and Future of Video Marketing | Tyler Lessard VP Marketing and Chief Video Strategist @ Vidyard
Kaylee and Carl were joined by Tyler Lessard, VP Marketing and Chief Video Strategist @ Vidyard to chat all things video marketing. With almost a decade of experience at Vidyard, Tyler has witnessed the incredible evolution of video in the tech and SaaS industries. He shares his insights on staying motivated and navigating the ever-changing landscape.
All three hosts emphasize the immense value of video in sales and marketing, urging professionals to adapt and innovate to stay ahead in the industry. The rise of using video as a tool for authenticity and transparency is also discussed, along with the exciting possibilities for future video use cases.

Jun 29, 2023 • 59min
S3 E16 - Quarterly Business Review Best Practices| Cassidy Shield, Carl Ferreira & Ashley Lewin
You’re likely to find yourself presenting a QBR soon. What are you going to share? And more importantly, how are you crafting your story? That’s what Cassidy and Ashley have covered for you on today’s episode of Stacking Growth Live!
They cover:
Crafting a narrative
Structuring a deck
Nailing an Executive Summary
Avoiding common missteps in the details of data
They walk through examples of not-so-great slides and what to do instead to communicate performance effectively, and give general tips you can implement for your next QBR, report, or presentation.

Jun 22, 2023 • 37min
S3 E15 - Paid vs Organic Media Strategy | Carl Ferreira & Kaylee Edmondson
“Marketers like to differentiate, people like to compare”
While Cassidy is away, Carl takes the wheel, joined by Kaylee Edmondson - VP of Revenue R&D at Refine Labs! They go head to head about paid versus organic media - they cover myths, uncover truths, and dig into the ways to leverage each strategy to build the best brand presence. Then they switch gears to customer research, providing 6 insightful questions to ask customers while interviewing.