Stacking Growth | The B2B Marketing Podcast

Last year we launched Maxwell: our "DemandGPT" chatbot in The Vault, but now we're unlocking the gate and letting him loose.  Head over to our website, fire off up to 10 questions, and get instant, free access to thousands of pages of expert content in seconds. It’s super simple:➡️ Go to refinelabs.com➡️ Look for the blue chat icon in the bottom right corner➡️ Type your question and let Maxwell do the rest Whether you're troubleshooting, brainstorming, or looking for fresh ideas, The Vault is packed with actionable insights that can help you build and optimize your modern B2B marketing strategy. Head on over and let us know what Maxwell digs up for you!Last week's Paid Search B2B Roundtable is on YouTube and Spotify now!Ready for more insights from the team? Monday, May 19 at 12pm EST, Libby Schell is joining the Exec Team to walk through the LinkedIn Paid Social PlaybookRegister here. This week we wanted to feature Rayna van Beuzekom, Content & Creative Lead at Commsor, who recently completed a 48 hour networking marathon of almost 50 (!!) back to back calls. On every call they asked "what advice would you give to your younger self?" and created a  gem-filled montage of answers.  Check it out here, and let us know: if you had to give advice to your younger self, what would it be?  PS: Can you spot the Refine Labs face in the montage 👀

Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand rather than spreading thin over broad, low-intent keyword terms. Megan warns against overspending on Google Search and stresses the significance of efficiently using search budgets as part of a diversified channel strategy.Sharing slides from the Vault playbook, Ciara and Dale dig into strategies to maximize the effectiveness of Google Ads while minimizing waste. The discussion delves into the importance of structuring ad groups by themes for efficient insights and underscores the necessity of reassessing keywords to eliminate unproductive spending. Also highlighting emerging trends, this conversation provides tactical advice on leveraging conversion tracking, optimizing bidding methods, and refining ad copy to align with user intent and improve ROI. The experts also tackle nuanced topics such as the impact of competitor bidding and the evolving SERP landscape due to AI.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Ciara HopkinsDale HarperConnect with the hosts:Evan HughesMegan Bowen

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 describe (and show in real time) a 3 step short form video strategy to dip your toes into the content pool!

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

Join Erik Jacobson, CEO of Hatch and a video-first content strategy expert, as he unpacks the importance of shifting B2B marketing towards video engagement. He reveals how businesses can act like 'TV shows' to enhance visibility and build audience connections. Erik discusses the essential roles within content teams and offers tips on creating engaging short-form videos for platforms like LinkedIn. He emphasizes the need for authenticity and a cohesive strategy, urging listeners to embrace change in a rapidly evolving content landscape.

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 ask: what are your pressing marketing questions that we can answer, and who do you go to when you need an expert?

Steve Voith, VP of Revenue Marketing at Kyriba, shares his journey from a novice marketer to a demand generation expert with years of insight from in-house roles and agencies like Refine Labs. He discusses the rise of CRM technologies and their impact on lead management. Steve emphasizes the need for adaptability, effective communication, and data-driven decisions in marketing. He also critiques the complexities of attribution models and highlights the importance of peer networks and resources for growth marketers in today's fast-changing landscape.

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 ask: What communities are you part of as a marketer that help you connect and get support in this chaos landscape?

Garrett Ira, founder at Method, joins Evan and Steph to talk about his journey to becoming a Solopreneur - the successes, challenges, and everything in between. Garrett shares his unique experience of coming from an entrepreneurial family, which set the tone for his career in marketing. He talks about his transition from agency work to in-house roles, eventually leading him to launch his own company, Method. Garrett talks about the essential tools and community support structures that have helped him thrive as a solopreneur. The episode also addresses the emotional and strategic aspects of running a marketing-focused business, highlighting Garrett's practical business insights and lessons learned from past experiences. Through an open narrative, Garrett explains the significance of transparency, networking, and mastering the fundamentals. He emphasizes the importance of embracing financial acumen and identifying growth opportunities in the evolving landscape of marketing and business development.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #entrepreneurship #solopreneur #entrepreneur ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Garrett IraConnect with the hosts:Evan HughesSteph Crugnola

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 ask: Does a graph tell the whole story? Probably not. Take a step back and make sure you're showing the bigger picture. Check out Evan Hughes' LinkedIn post that I mention here.