Stacking Growth | The B2B Marketing Podcast

Refine Labs
  • 4.8 (29)
  • Marketing
  • Updated Weekly

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.

  1. Jun 25

    The ABM Playbook: Account Tiers, Pipeline Metrics & Tactics That Actually Work | Sidney Waterfall & Sam Kuehnle

    Most ABM programs fail before the first campaign launches — because the account list is wrong, the incentives are broken, and marketing is measuring the wrong things. In this episode, Matt Sciannella sits down with Sidney Waterfall (Head of Marketing, Open Brand) and Sam Kuehnle (VP Marketing, Loxo) — two former Refine Labs marketers now running completely different ABM motions at completely different companies — to break down what a real ABM program looks like in 2025. They cover:— How to build and tier a target account list (and why sales shouldn't do it alone)— The commission structure mistake that was silently killing 4x pipeline growth— Why Sidney refused a marketing-attributed pipeline goal — and what she tracks instead— The 80/20 LinkedIn ad strategy Loxo uses to stay visible in a crowded market— Meta ads for a 3,000-account B2B list: what happened when they tried it— How AI is actually being used inside real ABM programs right now Whether you're managing 20 strategic accounts or a universe of 200,000, this episode has something to pressure-test in your current motion. Keywords: ABM strategy, account-based marketing, B2B demand generation, pipeline growth, B2B marketing podcast, target account list, marketing attribution, PLG SLG, LinkedIn ads B2B, in-house marketing strategy.

    1 hr

  2. Jun 23

    The offer vs. argument problem: why most B2B promotion is just sophisticated coercion (feat. Liam Moroney))

    Marketers own promotion — but most B2B promotion is just coercion dressed up as demand gen. Matt and Liam unpack why the standard playbook of fear messaging, demo CTAs, and incentivized meetings fails, and what a real offer actually looks like when it's built from genuine customer understanding. One of the most practically useful conversations on B2B advertising and offer design you'll find. Keywords: B2B offer design, demand generation, performance marketing, B2B advertising, outbound, demo offers, buyer psychology, SaaS marketing

    9 min

  3. Jun 16

    Is GEO actually a distribution strategy? A skeptic's take on place in B2B SaaS (feat. Liam Moroney)

    Place in B2B used to mean partnerships, system integrators, and analyst relations. Now everyone's adding AEO and GEO to the list. But Matt and Liam question whether being mentioned by an LLM actually changes buying behavior — or whether it's just a new version of the same old "just get in front of people" fallacy. A grounded, skeptical conversation about what distribution really means when your product lives in the cloud. Keywords: GEO, AEO, B2B distribution strategy, B2B SaaS go-to-market, AI search marketing, brand consideration

    8 min

  4. Jun 11

    B2B pricing is a black box — and marketers are paying for it (feat. Liam Moroney))

    Pricing is the most avoided conversation in B2B marketing. It's handed down from finance, rubber-stamped by sales, and marketers are expected to promote whatever number comes out. Matt and Liam make the case that pricing is actually a marketing problem — and that the explosion of "no decision" outcomes in B2B SaaS is largely a symptom of not understanding how buyers think about value relative to cost. Keywords: B2B SaaS pricing, pricing strategy, marketing and finance alignment, go-to-market, buyer psychology

    9 min

  5. Jun 2

    Product is not marketing's job — and that's the problem

    "A CRO told us the word our customers cared about most was extensibility. I'm a marketer — I've never used that word in my life."When was the last time marketing had a real say in what got built? In most B2B SaaS companies, engineers and founders own the product, and marketers inherit whatever comes out the other end. Matt Sciannella and Liam Moroney explore what it would look like for marketers to genuinely influence product direction — not by taking over, but by asking the questions nobody else is asking. Keywords: B2B marketing strategy, product marketing, market research, customer discovery, SaaS go-to-market.

    8 min
  6. Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs

    May 19

    Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs

    Megan Bowen is the CEO and majority owner of Refine Labs, one of the few B2B demand generation agencies that has built its entire model around the problem most agencies refuse to name: demand capture is easy to measure, demand creation is not — and most companies are spending almost entirely on the former. In this episode, Megan explains why AI doesn't scare her, how the Brand Demand Expand framework maps to core business fundamentals, and what it actually looks like to help a $500M company change how it measures marketing ROI. She also shares the three skills she believes every B2B marketer needs to develop right now, her no-a*****e client rule, and the change management playbook she's used to turn around demand gen programs from the inside. If your pipeline has plateaued and your demand gen team can't explain why, this episode is for you. Topics: B2B marketing, demand generation, brand strategy, marketing attribution, change management, AI in marketing, agency leadership, GTM strategy, marketing skills, customer success, pipeline growth

    46 min

  7. Apr 29

    Does AI Actually Break B2B Positioning?

    Does AI really break B2B positioning, or is it exposing deeper product problems? In this roundtable, Refine Labs' VP of Innovation Matt Sciannella sits down with Fletch PMM founders Anthony Pierri and Rob Kaminski to unpack what's actually happening when companies try to position themselves for the AI era.They cover why AI mandates from VCs create confusion (not clarity), how Intercom, Palantir, Salesforce, and Owner.com handle multi-product positioning, and why delegating positioning to LLMs is a race to mediocrity.What is product positioning in B2B SaaS?Product positioning defines who your product is for, what problem it solves, and why it's different from alternatives. It's the upstream decision that drives homepage messaging, paid media, and GTM clarity.How does AI affect B2B positioning strategy?AI doesn't break positioning fundamentals — it adds market uncertainty and product pressure. Companies still must answer: what problem do you solve, for whom, and better than what?Can AI write your positioning for you?No. LLMs can accelerate research and fill in details, but they can't generate non-obvious strategy from scratch. They're best used when humans provide 80% of the thinking first.Why do multi-product companies struggle with positioning?Most markets are fragmented. Customers think narrowly — they're not shopping for "everything." Leading with one clear use case (like Apple with iPhone, Owner.com with restaurant grading) outperforms breadth.What is a go-to-market positioning framework?A GTM positioning framework defines your category, ideal customer profile (ICP), competitive alternatives, differentiated value, and homepage message — in that order, before messaging or campaigns.#b2bmarketing #ProductPositioning #GTMStrategy #B2BSaaS #DemandGeneration #ProductMarketing #AIMarketing #ContentMarketing #SaaSMarketing #RefineLabsRoundtable #FletchPMM #MarketingStrategy #ICPMessaging #HomepageCopywriting #GoToMarket

    33 min
  8. What High-Performing GTM Teams Do Right

    Apr 14

    What High-Performing GTM Teams Do Right

    Matthew Sciannella breaks down what separates high-performing B2B go-to-market teams from the rest — using Ramp and Clay as real-world case studies. From Ramp's Super Bowl surround-sound strategy to Clay's disciplined mid-market segmentation bet, this episode pulls back the curtain on the GTM principles any B2B SaaS team can steal.🔑 Key Takeaways:Why Ramp balances brand + demand in equal measureHow Clay segmented down despite massive funding — and why it workedThe "product is so good, everyone needs to know" first principleWhy creativity wins in "boring" B2B verticalsHow to focus finite ad dollars on a segment before expanding TAM❓ Frequently Asked QuestionsWhat makes a high-performing B2B go-to-market team?High-performing GTM teams start with a great product and low adoption friction, then execute brand and demand in equal measure — using creativity, segmentation, and a strong outbound motion to drive growth.How did Ramp build such strong brand awareness?Ramp used a surround-sound GTM strategy — combining Super Bowl ads, guerrilla video marketing, podcast sponsorships, and direct response ads featuring brand spokespeople like Brian Baumgartner from The Office.How did Clay grow without spending across their entire TAM?Clay bet on mid-market RevOps and marketing personas first, empowered agencies to share results, and built a content flywheel through user-generated content — segmenting with discipline before expanding.What B2B GTM lessons can SaaS companies learn from Ramp and Clay?Even well-funded companies make segmentation trade-offs. Focus ad dollars on your best-fit ICP, align sales and marketing on target accounts, and measure with incrementality — not just first or last touch attribution.Can smaller B2B SaaS companies replicate Ramp's or Clay's strategy?Yes. The fundamentals — strong product, low friction, segmented targeting, and creative storytelling — are accessible at any budget. Scale the creativity, not just the spend.#B2BMarketing #GoToMarket #DemandGeneration #SaaSMarketing #B2BSaaS #RevenueMarketing #PaidMedia #GTMStrategy #B2BGrowth #MarketingStrategy #RefineLabs #ContentMarketing #B2BDemandGen #LinkedInMarketing #RevenueOperations

    9 min
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4.8
out of 5
29 Ratings

About

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.

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