Stacking Growth | The B2B Marketing Podcast-logo

Stacking Growth | The B2B Marketing Podcast

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Hosted by Refine Labs, this podcasts is for marketers, by marketers. Whether you're new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who've been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth - let's help build each other up.

Location:

United States

Description:

Hosted by Refine Labs, this podcasts is for marketers, by marketers. Whether you're new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who've been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth - let's help build each other up.

Language:

English


Episodes
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MAXimize Your Results | 9 May Newsletter Companion

5/9/2025
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 Playbook Register 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 👀

Duración:00:04:38

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Paid Search Playbook - Google Ads in 2025

5/6/2025
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 YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Ciara Hopkins Dale Harper Connect with the hosts: Evan Hughes Megan Bowen

Duración:00:56:45

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Start a Short Form Video Strategy in 3 Steps | 1 May Newsletter Companion

5/1/2025
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!

Duración:00:09:55

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Building an Effective Video First Content Strategy | Erik Jacobson

4/29/2025
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 power of video to enhance audience engagement and drive growth. Erik highlights the shift from audio-centric podcasts to video-first content as a means to boost visibility and engagement on platforms like YouTube and LinkedIn. He underscores the significance of sustainable content production processes, encouraging businesses to think of their content as "TV shows for their market." He also discusses the challenges and rewards of early adoption, urging companies to establish their presence in the podcasting space regardless of perceived saturation. Throughout the discussion, Erik provides practical advice for businesses of all sizes on how to effectively structure their content teams. He outlines the roles of the thought leader, content architect, and production team, emphasizing the importance of having a cohesive strategy to maximize impact. By leveraging platforms like Riverside and focusing on shorter, impactful content pieces, even resource-constrained businesses can make their mark. Erik encourages listeners to embrace change, prioritize authenticity, and tap into the incredible potential of video content in today's marketing landscape. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #videocontent #contentstrategy #youtube #video #podcast ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Erik Jacobson Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:39:31

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What Are Your Burning Marketing Questions? | 25 April Newsletter Companion

4/25/2025
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?

Duración:00:03:59

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Growing Into A Demand Gen Role | Steve Voith

4/22/2025
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 milestones, he emphasizes the importance of adaptability and leveraging technology to stay ahead in the fast-paced marketing industry. A pioneer of the Demand Gen title, Steve focuses on the technological advancements in CRM systems and how they redefined lead management and marketing strategies, as well as challenges and opportunities that come with being a demand generation leader in diverse environments, from working in-house to consulting with agencies. Steve highlights the changes in marketing technologies, the need for effective communication strategies, and the importance of using data to drive business decisions Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Steve Voith Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:44:32

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Who's Got Your Back? | 17 April Newsletter Companion

4/18/2025
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?

Duración:00:03:59

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How to Make it as a Solopreneur | Garrett Ira

4/15/2025
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 YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Garrett Ira Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:40:57

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Telling the Story Beyond the Data | 10 April Newsletter Companion

4/11/2025
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.

Duración:00:05:58

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How to Nail Down Messaging and Positioning | Megan Bowen on Building With Buyers

4/7/2025
*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 round - how have you seen this play out with companies you work with; What’s changed about how buyers buy today, and what’s still the same; Customer research is core to the work I do with my clients - how do you handle customer research at Refine Labs; How are you using AI, and what’s your take on where it’s going; Early stage startups testing paid ads, what’s your advice (HINT: it's an expensive experiment, you need at least $3M-5M ARR); What’s the biggest challenge for companies you’re working with right now; Megan asks me her burning question. Megan on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/meganwhitebowen Refine Labs: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.refinelabs.com For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠

Duración:00:53:29

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Niching Down | 3 April Newsletter Companion

4/4/2025
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 content and clarify our podcast 'about' section.

Duración:00:05:23

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How to Tame Your Landing Page (And Your Career) | Tas Bober

4/1/2025
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 walks through the process of finding a specific niche in landing page consultation. Tas candidly shares her insights on staying adaptable, networking's intrinsic value in marketing, and the importance of having a distinct perspective to stand out in a saturated market. Ultimately, her story is a testament to chasing authenticity and passion, serving as motivation for marketers to embrace change and innovation. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #landingpages #writing #ads #niche ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Tas Bober Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:56:08

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Why Do You Listen to Marketing Podcasts? | 27 March Newsletter Companion

3/28/2025
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 audience's pain points, and focusing our podcast messaging.

Duración:00:05:08

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ABM: How to Get it Right | March B2B Roundtable

3/25/2025
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 existing CRM systems and focus on high-quality data analysis. Collaboration: Successful ABM demands alignment between executive leadership, sales, and marketing teams to ensure strategies are mutually reinforced across all channels. Measurement: Engagement metrics provide valuable insight, yet they must be clearly defined and agreed upon within the organization to effectively ascertain ABM success over time. While also taking audience questions, the hosts reinforce that without foundational alignment and clear objectives, ABM strategies will fail. It's vital to establish a realistic timeline, get full leadership buy-in, and have dedicated resources to guide strategic ABM initiatives in order for them to be successful. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #ABM #roundtable #marketingexpert #accountbasedmarketing ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Judy Sheriff Ciara Hopkins Scott Schilling Connect with the hosts: Evan Hughes Megan Bowen

Duración:00:52:15

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A New Experiment | Newsletter Companion 19 March 2025

3/21/2025
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.

Duración:00:04:29

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How to Prioritize Consistent Experimentation | Canberk Beker

3/18/2025
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 experimentation, especially within the constraints of B2B environments that often prioritize direct metrics like cost per lead over innovative tactics. Highlighted by the stark comparison between B2C and B2B methodologies, this episode delves deep into how his bold moves and risk-taking have led to groundbreaking strategies, such as successfully tapping into competitive keyword spaces and leveraging user-generated insights. As he recounts his various experiments, both successful and unsuccessful, Canberk stresses the critical role of data-and intuition-driven decisions, ultimately inspiring marketers to push past traditional limits to achieve significant breakthroughs in their campaigns. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #experimentation ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Canberk Beker Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:28:25

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Why You Should Appeal to Humanity In Ad Creative | Libby C

3/11/2025
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 content that resonates with audiences beyond cliche business jargon. She spotlights the importance of empathy and human-centric creativity in B2B marketing, examining how her artistic insights fuel her advertising and messaging tactics. To cap it off looking forward, Libby discusses some of the nuanced difference between AI and human creativity as we head into the future of marketing within the digital landscape. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #empathy ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Libby Schell Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:37:55

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Building an Organic Content & Thought Leadership Strategy | B2B Round Table

3/4/2025
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. Integrating different content formats (video, text, visuals) can effectively engage diverse audiences. Authenticity and humanized content resonate more with audiences than overly polished or curated posts. A well-developed strategic narrative, based on understanding big changes in the market, can align messaging across all company communications. In addition to valuable insights and questions from the live audience, Megan, Evan, Ashley and Steph share their personal strategies for keeping up with content production as well as the Refine Labs strategy. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #content #roundtable #marketingexpert ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Ashley LewinSteph Crugnola Connect with the hosts: Evan Hughes Megan Bowen

Duración:00:50:25

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How to Implement a Demand Creation Strategy | Sam Kuehnle

2/25/2025
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 offers insights into planning effective marketing strategies in a rapidly changing digital landscape. The conversation begins by exploring Sam's marketing journey, from his foundational experiences in a family-run agency to working as an account development representative in SaaS, highlighting his shift from the predictable revenue model to a demand-focused approach inspired by Chris Walker. Sam also shares invaluable advice on stakeholder management, emphasizing the necessity of aligning marketing strategies with overarching business goals. He discusses methodologies for generating quick wins, such as optimizing Google Ads and refining audience targeting, providing practical insights into sustainable marketing practices. The episode concludes with forward-thinking strategies and preparing for the future of marketing, stressing the importance of adaptability and continuous learning. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Sam Kuehnle Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:40:59

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Why Leads Are Not All Created Equal | Ciara Hopkins

2/18/2025
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 and became part of in marketing, moving from traditional lead gen to a demand gen approach. As a marketer, Ciara emphasizes the crucial role of UTM tracking and high versus low intent categorization in driving marketing efficiency. She highlights the importance of understanding the entire customer journey by collaborating with sales and operational teams to enhance data integrity. She also breaks down the industry's shift toward recognizing the value of brand awareness efforts and the necessity of meaningful KPI development to measure these initiatives effectively. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #CRM ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ciara Hopkins Connect with the hosts: Evan Hughes Steph Crugnola

Duración:00:37:49