Stacking Growth | The B2B Marketing Podcast

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 She critiques the reliance on outdated strategies that fail to convert, revealing how misaligned KPIs hinder growth.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.

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.