Stacking Growth | The B2B Marketing Podcast

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...

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!

Erik Jacobson, CEO of Hatch, joins Evan and Steph to talk about building an effective video first content strategy.  As a pioneer in video-first content strategies, Erik shares his insights on the evolving landscape of B2B marketing, emphasizing the importance of adapting to changing consumer behaviors. He brings over a decade worth of actionable strategies for businesses looking to harness the po...

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...

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, joins Evan and Steph to talk about his career journey in Demand Generation.  Steve discusses his journey from a novice marketer to a seasoned professional, sharing critical insights into the evolution of demand generation and the significant impacts of various learning experiences throughout his professional life. As Steve dives deep into his career...

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 comp...

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...

*from Building with Buyers* Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support." Here’s what we cover: Brand, Demand, and ABM. What's your approach to client work; I’m exploring the role that customers play in helping startups build to the next...

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 is all about about niching down and clarifying landing pages, inspired by the Called to Action conversation with Tas Bober . Join me as I work to niche down my LinkedIn...

Tas Bober, Co-Founder of The Scroll Lab, joins Evan Hughes and Steph Crugnola for a discussion focused on finding your niche in your career and on your landing page.   Tas starts by talking through her evolution from an aspiring writer to a digital marketing expert, propelled by her early career experiences. Stressing the influence of pivotal mentors and their often brutally honest advice, she wal...

Welcome to a new 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 is all about ABM! Inspired by the recent B2B Marketing Roundtable , we sent out and are testing a template to narrow down ABM audience tiers, trying to solve for this...

Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive. They cover: Defining ABM : All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs. Tools : Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize exist...

Welcome to a new 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 is all about experimentation, based on this week's episode of Called to Action featuring Canberk Beker .

Canberk Beker, founder of ROASted, joins Evan Hughes and Steph Crugnola for a discussion focused on the importance of consistent and ambitious experimentation.   Canberk describes his shift from traditional B2C marketing to embracing experimental strategies, emphasizing the significance of pushing boundaries to foster growth. He shares is personal experiences and challenges in advocating for exper...

Libby Schell, Refine Labs Demand Generation Manager, joins Evan Hughes and Steph Crugnola for a discussion about leading with empathy and humanity in ad creative.   Libby shares her unique path from a strategic communications graduate to a demand generation expert in the B2B SaaS domain. She focuses on how she has worked to balance creativity with marketing strategies to craft compelling ad conten...

Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy.  They cover: Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention. Consistency in content distribution helps build trust and establishes the brand as a credible source of information. Inte...

Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact.   The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam off...

Ciara Hopkins, VP of Demand Generation  at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it.  Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why’ behind instant calls and emails to new leads. She highlights the transformation she witnessed...

Megan Bowen and Evan Hughes host Ciara Hopkins in a roundtable discussion of paid ads, nailing down when is the right time to start investing.  They cover: Defining your ideal customer profile and target market Developing your strategic narrative Building a website that converts traffic into sales conversions Aligning Marketing and Sales In addition to valuable insights and questions from the live...

Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers.  Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the stre...

Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content.  Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a...

Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling.  Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land...

Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we’re featuring marketing leaders who’ve been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between.  Megan reflects on the major shifts happening in B2B SaaS companies right...