Stacking Growth | The B2B Marketing Podcast

Most ABM programs fail before the first campaign launches — because the account list is wrong, the incentives are broken, and marketing is measuring the wrong things. In this episode, Matt Sciannella sits down with Sidney Waterfall (Head of Marketing, Open Brand) and Sam Kuehnle (VP Marketing, Loxo) — two former Refine Labs marketers now running completely different ABM motions at completely diffe...

Marketers own promotion — but most B2B promotion is just coercion dressed up as demand gen. Matt and Liam unpack why the standard playbook of fear messaging, demo CTAs, and incentivized meetings fails, and what a real offer actually looks like when it's built from genuine customer understanding. One of the most practically useful conversations on B2B advertising and offer design you'll fin...

Place in B2B used to mean partnerships, system integrators, and analyst relations. Now everyone's adding AEO and GEO to the list. But Matt and Liam question whether being mentioned by an LLM actually changes buying behavior — or whether it's just a new version of the same old "just get in front of people" fallacy. A grounded, skeptical conversation about what distribution really...

Pricing is the most avoided conversation in B2B marketing. It's handed down from finance, rubber-stamped by sales, and marketers are expected to promote whatever number comes out. Matt and Liam make the case that pricing is actually a marketing problem — and that the explosion of "no decision" outcomes in B2B SaaS is largely a symptom of not understanding how buyers think about value...

"A CRO told us the word our customers cared about most was extensibility. I'm a marketer — I've never used that word in my life." When was the last time marketing had a real say in what got built? In most B2B SaaS companies, engineers and founders own the product, and marketers inherit whatever comes out the other end. Matt Sciannella and Liam Moroney explore what it would look l...

Megan Bowen is the CEO and majority owner of Refine Labs, one of the few B2B demand generation agencies that has built its entire model around the problem most agencies refuse to name: demand capture is easy to measure, demand creation is not — and most companies are spending almost entirely on the former. In this episode, Megan explains why AI doesn't scare her, how the Brand Demand Expand fr...

Does AI really break B2B positioning, or is it exposing deeper product problems? In this roundtable, Refine Labs' VP of Innovation Matt Sciannella sits down with Fletch PMM founders Anthony Pierri and Rob Kaminski to unpack what's actually happening when companies try to position themselves for the AI era. They cover why AI mandates from VCs create confusion (not clarity), how Intercom, Pa...

Matthew Sciannella breaks down what separates high-performing B2B go-to-market teams from the rest — using Ramp and Clay as real-world case studies. From Ramp's Super Bowl surround-sound strategy to Clay's disciplined mid-market segmentation bet, this episode pulls back the curtain on the GTM principles any B2B SaaS team can steal.🔑 Key Takeaways:Why Ramp balances brand + demand in equal...

An Ipsos survey of 1,226 marketers across the US, Canada, and Australia asked 10 multiple choice questions on basic marketing fundamentals — and two thirds failed. We're not talking advanced strategy. Segmentation. Positioning. The four Ps. Above-the-line marketing. Omnichannel. Quantitative research. The bare minimum from a year and a half of formal marketing training. This is the state of B2...

Are your B2B ads actually reaching humans? Dr. Augustine Fou (founder of Fou Analytics) joins Matt to expose exactly how ad fraud infiltrates Google, LinkedIn, Meta, Reddit, CTV, and programmatic — and the free, simple controls you can put in place today to stop burning budget on bots. Chapters:00:00 – Intro & Dr. Fou's Background05:37 – Google Search & Partner Network Fraud09:31 – Coo...

Matt Sciannella unveils Refine Labs' newest marketing stage measurement tool: the Marketing Maturity Model. Is your business doing reactive marketing? Are you market leaders? Or are you somewhere in between, trying to scale up to a stronger presence? Matt talks through the model and how to understand which stage you may be at.

Earlier this year, Evan Hughes conducted a survey to marketers, trying to find some insight into what they're really facing right now. Well, the results are in, and the answers to one of the questions gave us some serious pause: "What would most likely cause you to change agencies?"   33% of respondents said they can't clearly explain their impact internally.    For obvious reaso...

Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish) Building an influencer program as a repeatable system (not one-off posts) Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedIn Talent sourcing: internal creators, power users, frontline thoug...

Summary Chris Ford, Lead Designer at Refine Labs, shares how creative professionals can harness AI without compromising artistic integrity. Speaking to an audience navigating the rapid shift toward automation in design and marketing, Ford clarifies that tools like Midjourney and Runway are accelerators—not replacements—for real strategic thinking. His journey from teen coder to strategic designer...

Topics Covered AI efficiency vs. AI opportunity in modern B2B orgs Use cases across Claude, Gemini, Copilot, and ChatGPT Claude for Excel outperforming native plugins AI-powered brand visibility audits (AIO, GEO) Building MVPs from product demos using Gemini Automating reporting and funnel analysis with ChatGPT & Gemini Custom GPTs for keyword analysis and lead quality reviewsAI system design...

Erik Sena, Copy Manager at Refine Labs, shares his creative journey and how AI is reshaping the modern copywriter’s toolkit. This honest and insightful discussion explores the human side of marketing innovation and the future of creative work. Speakers and RolesErik Sena – Copy Manager at Refine Labs; leads brand voice efforts internally and across client accounts, overseeing multiple writers and...

This conversation explores how Refine Labs drives measurable B2B SaaS growth through demand strategy, paid media optimization, creative execution, and AI-era marketing fundamentals. Listeners gain a clear understanding of how modern demand generation, positioning, and strategic rigor create predictable pipeline and revenue outcomes. Topics Covered Refine Labs’ evolution, revenue milestones, and ag...

This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue. Speakers and Roles Matt Sciannella – Host and practitioner running paid media for multiple B2B...

0. Summary This episode explores how Refine Labs lead designer Monica Beesting navigates creativity, design workflows, and authenticity in the AI era. Listeners gain practical insight into how human-driven creative direction remains essential even as AI tools expand what’s possible in modern marketing. 1. Speakers and Roles Steph Cragnola – Host; marketer guiding conversations about growth, change...

Refine Labs CEO Megan Bowen joins Evan Kirstel for a deep-dive into how B2B marketing must evolve for the AI era. The conversation covers modern go-to-market models, buyer-centric strategies, and how Refine Labs helps companies drive measurable pipeline growth through data, experimentation, and cultural excellence.1. Speakers and RolesMegan Bowen – CEO of Refine Labs. With 20 years in B2B SaaS at...

Megan Bowen, CEO of Refine Labs, shares the core fundamentals behind modern B2B growth. She explains how buyer behavior has shifted, how marketing must evolve, and what it takes to build a profitable, scalable go-to-market engine rooted in focus, data, and customer understanding. Topics CoveredEvolution of B2B buying: analog → website → dark social → AI era. Aligning go-to-market around buyer beha...

Refine Labs’ Stacking Growth roundtable, hosted by Matt Sciannella with guest Ky Shaw of DemandOS, dives deep into performance marketing plays that generate real pipeline fast. The discussion covers tactical frameworks for aligning with sales, running direct-response ads, and launching actionable campaigns that drive measurable results in B2B environments. Topics Covered -How to build pipeline thr...

Megan Bowen was featured on the most recent episode of Tech Impact, hosted by Evan Kirstel. We're excited today to release the full interview, including extra questions that weren't aired in the TV segment. She touches on the new era of buying behavior, our Brand, Demand, Expand strategy, and how AI has impacted the marketing agency landscape. Want to learn how to thrive in this new era of...

Called to Action is back with Sidney Waterfall to walk us through her journey as a marketer blending qualitative data with quantitative insights, and how that can help bridge the attribution gap. Sydney shares her journey and emphasizes the power of qualitative data, like self-reported attribution, and how it complements quantitative analytics to foster business growth. Her unique approach lies in...

Our CEO Megan Bowen was a guest on Charles Gaudet's Predictable Profits podcast to talk about the outdated funnel and how to market in the AI era. From Predictable Profits: "If you’re still trying to grow your business with traditional funnels and wondering why your capture, create, convert demand strategy isn’t working, you’re about to discover why those old-school tactics are completely...