160 episodes
Stacking Growth | The B2B Go-to-Market Podcast Refine Labs
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- Business
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 dominate categories and unlock growth through a go-to-market strategy built for the way customers buy today. Together, we will build your brand, grow your business, delight your customers, and crush your competition.
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The evolution of buyer behavior and the key pillars of a modern demand gen strategy | Megan Bowen at Demand Conf 2024 (by Skale)
At Skale’s 2024 Demand Conf, Megan Bowen hosted a presentation and Q&A onthe evolution of buyer behavior and the key pillars of modern demand generation strategy. Megan traces the transformation of buying processes over the last few decades, moving from the analog era of the 1990s to what she calls the "dark social era" of today. She provides a roadmap for B2B marketers to adapt their strategies, emphasizing the importance of aligning with how buyers conduct their research and make purchasing decisions in the current digital landscape.
The episode breaks down the shift from traditional lead generation tactics to modern demand gen strategies, highlighting the importance of quality over quantity. Megan articulates how companies can optimize their marketing efforts by focusing on demand creation, capture, and conversion. Using a data-driven approach, she encourages marketers to adopt high-intent strategies and offers practical advice on setting budgets and prioritizing channels. Megan also discusses the significance of having clear and specific CTAs on websites and the role of personalized messaging in successful campaigns.
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Snacks 15: Technology & Tools For Video Content
Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all!
In this episode they talk about tech - how can you set up your space to capture the best video and audio quality for your experience level and budget?
See the video on our YouTube Channel
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On Alignment | Megan Bowen with Max Maurier
On today’s episode of Stacking Growth, Megan Bowen hosts Max Maurier, VP of Growth Marketing at Trellix, to talk about alignment. The central theme is the evolving necessity for marketing alignment beyond the traditional sales focus, especially emphasizing financial alignment. Max brings a fresh perspective to the table, highlighting the importance of aligning marketing with finance to understand how they measure success, which can often differ from what sales wants.
Max shares insights from his extensive career, revealing that true alignment is multifaceted and involves understanding current state models, goals, and definitions before suggesting changes. He emphasizes the critical nature of building a business case rooted in financial metrics to achieve buy-in across various organizational levels. This episode is a must-listen for B2B marketers looking to shift their alignment strategies to include financial goals and overcome common challenges related to data quality and cross-functional collaboration.
See the full video and more on our YouTube channel
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Snacks 14: Goal Setting for Video Content
Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all!
In this episode they talk about how to set constructive and purposeful goals for content and video strategy.
See the video on our YouTube Channel
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Crafting a Compelling Strategic Narrative | Matthew Sciannella with MJ Smith
On today’s episode of Stacking Growth, MJ Smith walks Matthew Sciannella through the detailed process of updating a company's strategic narrative. As the CMO at CoLab, MJ shares insights on how to reshape a company's narrative to keep up with changes in the market and internal innovations.
Together with other leaders, MJ analyzed the reasons to re-work their strategic narrative, and in the episode she points out the step-by-step process they used to develop a narrative that both the sales team and top prospects could relate to. MJ made changes mainly because product design has become more complex, and teams have grown more specialized. She clarified how old systems harm enterprise workflows and showed the link between top-notch engineering and successful manufacturing. The updated narrative is a practical example of integrating leadership ideas with detailed feedback from customers, merging various points of view into a unified and effective message.
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The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here. -
Snacks Episode 14: Giving Good Feedback
Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting.
In this episode they talk about giving feedback to get to the most collaborative final draft in an effective and positive way.
See the video on our YouTube Channel
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