Stacking Growth | The B2B Marketing Podcast

Megan Bowen hosts ChampionHQ’s CEO Gianna Scorsone to cover Refine Labs’ Brand, Demand, Expand strategy.  They discuss how combining brand strength, creating demand, and expanding existing customer relationships can combat current market challenges, especially in the AI era. The conversation demystifies these pillars and offers practical, actionable insights into efficiently integrating them into...

Called to Action is back with Liam Moroney of Storybook marketing to walk us through his journey as a marketer focused on brand and storytelling. He gives his history, philosophy, and advice on how to change your leadership's mindset.  Liam draws from his extensive background in B2B marketing to share his experiences in navigating various industries, emphasizing the importance of moving from a...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms co...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the final event, and covers all of the specific calculations you need to know to accurately find your Marketing ROI.  Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated....

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue.  Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more...

Evan Hughes hosts Matt Sciannella, Aaron Weekes, and Kyle Taylor to discuss how to integrate Connected TV (CTV) into paid media strategies, particularly for B2B companies.  With digital landscapes evolving, the conversation emphasizes the importance of leveraging CTV's unique opportunities for audience reach and targeted awareness. The experts provide a detailed discussion on how CTV not only...

From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company. Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the second event, digging into four different common arguments that CFOs make against brand, including: timing, budget, outdated beliefs about buyers, and misguided thoughts on company scope.   Check out our ⁠ events page⁠ to register for t...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the second event, digging into Measurement and ROI.   Throughout the conversation, Dale systematically demystifies common misconceptions surrounding brand marketing efforts, particularly in the B2B sector, highlighting why measuring brand RO...

Evan Hughes and Ciara Hopkins host Malin Wijenayake to discuss the 2025 playbook for Paid Social on Reddit. This session focuses on the strategic importance of using Reddit ads for B2B marketing. As the digital marketing landscape evolves, they dig into why Reddit, often overlooked in B2B strategies, can be a powerful platform for reaching untapped segments. Evan highlights the shifting dynamics o...

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing Matt Sciannella hosts Dale Harrison in a three part summer event series about the intricacies of Brand and Performance in your full marketing strategy. In this first session, they cover:-The impact of brand and performance in marketing-How to integrate both pillars into you...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the third part of the first episode, covering budget allocation between brand and performance marketing.  As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the first episode, covering how brand and performance can work together as well as common mistakes and limitations of each. Dale emphasizes that brand ads should aim at building durable memory associations with future buyers, who represent...

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy.  They explore why companies must establish a presence in buyers' minds before they come into the market and...

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 th...

From GTM Live: This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets. They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend m...

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 wh...

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment Jason Theroux is on today to hammer home the crucial message to sales and marketing teams across the world: stop fighting for credit and start working together to support your organization holilstically.  The conversation navigates through Jason's career pat...

#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'r...

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 un...

#marketingtips #brand #demand #expand #marketing #b2b 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 into Community and In Person Connection!

Refine Labs’ General Manager Judy Sheriff is on today to walk through how and why you should implement Refine Labs’ modern, tangible success metrics for your marketing team.  Judy Sheriff shares her career story, starting with her entry into marketing in 2010, highlighting experiences with companies relying heavily on traditional metrics such as MQLs, and her eventual discovery of modern demand ge...

#marketingtips #brand #demand #expand #marketing #b2b 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 into Brand, Demand, Expand!

From LevelUp Business: Megan Bowen, CEO of Refine Labs, joins JR Lay to break down how forward-thinking B2B brands can embrace change through adaptability, strategic reflection, and an evolved demand gen model. From redefining brand, demand, and expansion strategies to building internal change management discipline, this conversation offers a path forward to those ready to level up.📧 Subscribe to...

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 quest...