Stacking Growth | The B2B Marketing Podcast

Whether you know it or not, most of the decisions you make throughout your day (especially purchasing decisions) are driven by cognitive biases. Everyone views the world, brands and products differently based on their experiences and unique worldview. So what does that mean for you as a marketer? Tory Kindlick (VP of Demand) and Braeden Matson-Jones (Performance Marketing Manager) dive into cognit...

Tory Kindlick (VP of Demand Gen) and Tylor Jones (Director of Demand Gen) hosted this Stacking Growth episode on the topic of: how to overcome the internal obstacles that come with switching from a solely demand capture model to a demand creation model. Tylor carried out this change in phases at his previous organization and brings his experience to the table for this episode.

A successful GTM strategy starts with a strong foundation. A strong foundation starts with an understanding of the customer/market & being able to uniquely position yourself vs. others. This episode consists of a recording from our most recent Stacking Growth LIVE event. This installment was hosted by Cassidy Shield (Chief Growth Officer), Victoria Sakal (The Vault), and Tony Flores (Senior Di...

Judy Sheriff (General Manager) hosted today's Stacking Growth episode with Myles Madden (Performance Marketing Manager) and Lex Winship (Senior Copywriter). They talked about the importance of sharing data, insights, and feedback with your creative team, the difference between content creation and distribution (as well as how they work together) and why the creative team needs a seat at the table....

Tory Kindlick (VP of Demand Gen) and Matt Sciannella (Director of Demand Gen) talk about breaking into SaaS marketing on today's episode of Stacking Growth. They share tips for anyone looking to get into this space in additional to dropping insights for those already in SaaS marketing. Hot take: you don’t need to have extensive experience in SaaS to be an effective SaaS marketer. However, Tory and...

Cassidy Shield (Chief Growth Officer) hosted today's episode of Stacking Growth with Matthew Bramson (Director of Strategic Accounts at MANTA) to talk through the mindset shift needed to sell into large enterprises at organizations that are disrupting the status quo, but don't have strong brand recognition. They cover selling with an abundance detached mindset, selling up to senior leadership, mea...

Today's episode consists of a recording from last week's Stacking Growth LIVE where Sidney Waterfall (VP of Demand) and Cassidy Shield (Chief Growth Officer) discussed Refine Labs' proprietary PIPE™ Framework - specifically the HIRO (High Intent Revenue Opportunity) stage and why marketers need to start measuring this instead of MQLs. Register for the Stacking Growth LIVE event series here .

Tory Kindlick (VP of Demand Gen) hosted this episode with Matt Wilbanks (Director of Demand Gen) and Jonathan Unger (Director of Demand Gen). The main topic of this episode is how to talk to VCs, investors, and boards of directors about demand gen. Tory, Matt, and Jonathan cover how to navigate funding, QBRs, and results as well as their top recommendations on how to prepare for these conversation...

Today's episode of Stacking Growth consists of a recording from Clearbit 's recent webinar, "Paid Advertising in a World of Rising Costs," hosted by Colin White (Head of Demand Generation at Clearbit) and Sidney Waterfall (VP of Demand at Refine Labs). In this episode, they cover rising CAC and what you can do about it as a marketer.  After listening to this episode, you can expect to learn:...

Sidney Waterfall (VP of Demand) and Judy Sheriff (General Manager) hosted today's Stacking Growth episode to break down hybrid attribution - what it is (and is not), how to put it into practice, and some common questions and scenarios they see when implementing and analyzing hybrid attribution in the B2B space. After listening to this episode, you'll have a better understanding of how to mesh self...

Today's episode consists of a recording from last week's Stacking Growth LIVE event. Our hosts took the audience through the top 5 GTM mistakes they see in B2B, and how to correct them. In a nutshell, the top 5 themes they covered were: over-reliance on demand capture, lack of messaging & positioning, gaps in measurement frameworks, marketing & sales alignment, and the changing role of sal...

Cassidy Shield (Chief Growth Officer) and Victoria Sakal (Senior Director, Research - The Vault) hosted this episode of Stacking Growth to cover all things Go-to-Market. They covered: The why what and how of building a strong GTM foundation,  Unlocking meaningful customer insights, Creating strong positioning and messaging, and Using feedback loops to improve, innovate, and scale.&n...

A couple of our Refine Labs Performance Marketing Managers, Chris Denno and Payton Christopher , took over the Stacking Growth podcast to talk about building brand awareness campaigns with niche audiences via paid media. They cover the why and the how behind this topic, provide concrete examples of how to structure campaigns of this nature, and share insights from putting this strategy into practi...

Tory Kindlick (VP of Demand), Liz Spektor (Director of Demand), and Myles Madden (Performance Marketing Manager) hosted this episode of Stacking Growth to break down the difference between Demand Creation and Demand Capture. They tackled everything including: the right way to allocate your budget between the two, the impact of attribution, what leading KPIs to measure to ensure the balance between...

Welcome to Season 2! We're kicking off this Go-to-Market focused season with an episode about influencing and driving change throughout your organization, led by Cassidy Shield (Chief Growth Officer) and Carl Ferreira (Director of Sales). After listening to this episode, you can expect to walk away with 4 frameworks to apply when approaching a change you'd like to make to your go-to-market strateg...

We have an exciting update for Marking Movement listeners. Starting next week, we'll be transforming into Stacking Growth: The B2B Go-To-Market podcast. It’s not enough to start a category or even a community. You need to start a movement. Hosted by Refine Labs, our mission with the Stacking Growth podcast is to help you create an unfair competitive advantage by breaking down how B2B companies dom...

On this episode of The Marketing Movement, Refine Labs' Director of Demand Gen Silvia Valencia sits down with Kristy Sadler , CRO of Synapse to talk all things alignment. Even though sales and marketing "alignment" has become a nebulous term, our hosts break down which activities each should own, and what's the best way to simplify that process to waste less time and increase efficiency.

The job market is hot, but not as hot as this episode breaking down what it's like to try to hire the best Demand Gen talent. Our VP's of Demand, Tory and Evan , go through their 3-step interview process and give actionable tips to crush it. There's more than just your resume; soft skills and intangibles will put you over the top for that Director job you want. Come listen and find out what "figur...

On this episode of the Marketing Movement, our talented trio of creatives ( Maria , Courtney , and Devon ) guide is ways to augment the client/customer relationship through actionable, beneficial, and constructive feedback. No longer will you have to deal with vague terms like "make it pop!" or "could this be more dynamic?". Listen up and make your feedback sessions more positive and productive!

We are back for PART TWO of our self-reported attribution breakdown. Ashley (Director of Demand Gen), Silvia (Director of Demand Gen), Tory (VP of Demand), and Dan (Performance Marketing Manager) are back with a vengeance. They came back for two things: to uncover actionable insights that will fuel your future growth and to chew bubble gum... and they're all out of bubble gum. 

In Part One of this series, a star-studded cast of demand gen experts dissect what makes a great attribution strategy. Ashley (Director of Demand Gen), Silvia (Director of Demand Gen), Tory (VP of Demand), and Dan (Performance Marketing Manager) discuss how to find that memorable moment that potentially moved your prospect into the process of becoming a customer. It's not a fix-it-all button, but...

Jessica Williams (VP of People), Jordan Anderson (People Operations Manager) and Hope Wood (People Operations Coordinator) from our People team hosted an episode all about whether Unlimited PTO is a sham or a value add. They discussed how leadership strongly influences whether or not unlimited PTO is successful, and individual experiences that shed light on when it does and does not make sense in...

Myles Madden , Chris Denno , and Keegan Slattery (Performance Marketing Managers at Refine Labs) got tactical on the most effective B2B paid search strategies that we put into place for our customers at Refine Labs. They talked through setting parameters so Google can’t waste your spend, high intent keywords and indicators, the importance of NOT setting it and forgetting it, our paid search philos...

Angelica Taylor (Senior Manager, Brand Marketing @ Refine Labs) recorded a follow-up conversation she had with a friend Mason Cosby (Marketing Director @ Mojo Media Labs & Host of The Marketing Ladder podcast). They talked about getting executive buy-in to experiment with organic brand & content marketing, specifically a podcast, and how Mason leveraged his own podcast to demonstrate the v...

Myles Madden , Blake Strozyk , and Daniel Pinkston (Performance Marketing Managers at Refine Labs) hosted a tactical episode on running paid media. Get your notebook out and get ready to learn how we are approaching paid ads, and some tips to help you stay organized and prepare for future platform changes.