Stacking Growth | The B2B Marketing Podcast

Repurposing content is the key to maximizing its potential. Learn how to save time and effort by repurposing old text posts, video clips, and podcast episodes. Discover how to generate new content from existing materials, such as conversations with customers or internal meetings. Creating interesting content and distributing it effectively is crucial for reaching your target audience.

Todd Clouser and Stephen Pope discuss the importance of early experimentation on emerging channels, including their experiences with TikTok for B2B. They also delve into topics such as growing YouTube channels, distributing content at scale, building direct relationships with clients, balancing process and flexibility in content creation, the value of automation videos, evangelizing the audience, and future collaborations in the B2B space.

This episode contains a recording from a Customer Research session MJ Peters (VP of Growth, Refine Labs) hosted internally. She shared how to seek out opportunities to do customer listening, a step-by-step framework for customer research that you can implement in your business, and a handful of use cases for customer listening. If you find yourself needing to conduct market research for any reason (which every marketer should be doing), you'll find value in this episode.

Courtney Vermette (Lead Graphic Designer), Devon Rose (Sr. Graphic Designer), and Maria Finelli (Sr. Graphic Designer) hosted an episode of The Marketing Movement to talk about how similar B2C design is to B2B, and what B2B should be taking notes on from B2C. They pivoted to common misconceptions and challenges they hear from B2B marketing leaders when it comes to designing cutting-edge B2B ads. Throughout the entire conversation, they shared inspiration on getting creative with B2B, including specific examples of eye-catching design and copy that will help you stand out amongst your competitors. Every B2B marketer needs to listen to this one.

Maya Grossman, Founder, Maya Grossman Consulting and Author of Invaluable, joins the podcast to discuss career pathing and taking control of your career. They break down how to identify your interests, stay open to new opportunities, and level up your career. They also share their experiences expanding their skillsets beyond their job descriptions.

Sam Kuehnle and Casey Graham discuss marketing recruiting and career growth, covering topics such as the roles of Directors and VPs of Marketing, demand for marketers embracing the power shift, and modern recruitment strategies. They also talk about the changing buyer behavior and the importance of wisely allocating marketing funds.

Tory Kindlick, Director of Demand Gen @ Refine Labs, discusses why gating content is becoming less effective and offers alternative approaches. He emphasizes the importance of putting buyers first and monitoring performance data to gauge content success. Tory provides insights on measuring content consumption, improving metrics through ungating content, and the importance of strategic content distribution.

Judy Sheriff (VP of Demand, Refine Labs) and Sidney Waterfall (VP of Demand, Refine Labs) teamed up to bring you the first, and definitely not the last, marketing ops power session. They covered: Team and organizational alignment,  Lead sources,  Attribution - and how to not overcomplicate it,  Google analytics and implementing set up (another episode on this to come), and Lead scoring. They shared a ton of impact in 20 minutes - be on the look out for more episodes breaking down marketing ops!

MJ Peters (VP of Growth at Refine Labs) joined Nick Bennett (Director of Field, Community, & Partner Marketing, Alyce) on the Rep Your Brand podcast to break down the benefits of employees building their own personal brand through organic social. Employees posting on LinkedIn on company time is a semi-controversial topic. Is it appropriate, is it not? There's a lot of gray area in regards to this topic, but MJ and Nick shared their two cents on how to navigate this both as an employer and an employee. In addition, they discussed how to develop your personal brand voice, as well as other specifics in regards to posting on LinkedIn, different writing styles, multimedia posts, and keeping your content fresh.

MJ Peters (VP of Growth, Refine Labs) hosted a debate on something many people have been unsure of whether or not to reintroduce to their marketing stack - Conferences & Trade Shows. The panelists included: Kyle Lacy (SVP of Marketing, Seismic), Gaetano DiNardi (VP of Growth, Aura), Mark Jung (VP of Marketing, Dooly) and Nick Bennett (Director of Field, Community, & Partner Marketing, Alyce).  *This event was recorded a few months back, so please note - a couple of our panelists' titles and companies have changed*