Stacking Growth | The B2B Marketing Podcast

This is the first episode in a new series we are calling "Lab Experiments", where we talk to client-facing members of our team about the tests that they are currently running and the results that they are getting. In this episode, Tory Kindlick is talking with Ashley Lewin about a test she ran around messaging and positioning and how it led to a 40% increase in conversion rates.

Marketing and sales have a...colorful past to say the least. Marketing complains that sales doesn't follow up on their leads. Sales complains that the leads that marketing gives are not worth following up with. In many cases, both are true.  But when marketing switches their strategy from generating high quantities of leads at any cost, which is the reason for the poor quality, it's no wonder that sales doesn't want to follow up with them. They're the ones in the trenches and they know better than anyone what types of leads close and which ones are a waste of time. However, when marketing switches from collecting leads to creating demand, the result in the quality of "lead" that comes through gets drastically better and sales need to prioritize them. The question becomes, how can sales and marketing work together to ensure that the people coming inbound and asking for a demo are the right people and are being followed up with in the right way? In this episode, Carl Ferreira, Allison Loehman, Sidney Waterfall, and Cassidy Shield talk about how we do that at Refine Labs and how we help customers do the same.

Tory Kindlick hosted today's Stacking Growth episode with Darren Perucci to share tips about marketing with a reduced budget. We are seeing budgets being cut especially across the SaaS space due to the economic downturn, and as marketers we are being asked to do more with less. 

This episode consists of a recording from Sidney Waterfall's appearance on the Demand Gen Chat podcast, hosted by Chili Piper. They talked through leading indicators, measuring the impact of dark social, and the importance of gathering feedback directly from your customers. 

On last week's Stacking Growth Live, we covered a timely topic - how to shift your marketing strategy to match what's happening in the market. It's clear we are headed into a recession. Budgets are being slashed and therefore, there isn't as much demand to capture. In last week's event, we talked through manufacturing demand, customer insights and marketing's role in the shift, and budget & team management in a downturn. 

Tory Kindlick (VP of Demand Gen) hosted a solo episode today where he broke down the 5 most common traits he's observed in the B2B SaaS companies that are most successful with creating demand. 

Carl Ferreira and Cassidy Shield recorded a Friday afternoon conversation about the lack of innovation in outbound sales compared to that of marketing. They talk through why that is, how to bridge the gap, providing value and data as part of your outbound motion, and the four key components to outbound sales. By the end of the episode, you should have a handful of ideas for experimenting with innovation in your outbound motion. Stay tuned for a part 2 with results of Carl's outbound demand creation experiment. 

Today's episode consists of a recording from last week's Stacking Growth LIVE event, where Cassidy Shield, Tory Kindlick and Darren Perucci talked through whether or not brand and demand should be on the same team. They talked through definitions, org structure, roles and responsibilities, the nuances between brand marketing and demand marketing, and the similarities between the two.

Today's episode consists of a recorded conversation between Sam Kuehnle (VP of Demand Gen) and Tom Hunt (Founder at Fame) where Sam talks through how B2B buying has changed and how marketing orgs should be shifting their go-to-market strategies accordingly.

Today's episode features a casual conversation between Carl Ferreira and Cassidy Shield about the state of outbound sales today.