Stacking Growth | The B2B Marketing Podcast

Refine Labs
  • 4.8 (28)
  • MARKETING
  • UPDATED WEEKLY
Stacking Growth | The B2B Marketing Podcast

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. 3D AGO

    Balancing Budget Between Brand and Performance Marketing

    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 sales. He delivers actionable insights, particularly around the renowned 60:40 rule—a guideline suggesting that 60% of a marketing budget should focus on brand, while 40% should aim at performance-driven campaigns. Dale highlights the differences between B2B and B2C strategies, suggesting that certain industries may require shifting this balance based on their purchase cycles. He explores the dynamics of memory decay and its impact on brand effectiveness over long purchase cycles. With real-world examples, Dale breaks down how newer brands differ from mature ones in their approach to performance advertising. Check out our events page to register for the second episode, happening live on July 22.  Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the hosts: Matt Sciannella Dale Harrison

    25 min

  2. JUL 3

    Integrating Brand and Performance Marketing

    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 a significant 95% of potential consumers not actively in market. He explains the importance of creating brief, impactful brand ads designed to refresh memories. He also highlights the unimodal nature of performance ads, designed to trigger immediate actions among the 5% of consumers in-market. He cautions against including multiple calls to action in any single performance ad to avoid cognitive overload and reduced effectiveness. Matt and Dale also cover the limits of performance ads in forming long-term brand memories and investigate how cognitive psychology plays a part in ad memory retention. They mention performance ads often lack impact due to generic offers, and share compelling insights into how rebranding can erase prior brand memories, highlighting the value of consistent brand assets over time. Tune in soon for part three of this enlightening episode.   Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the hosts: Matt Sciannella Dale Harrison

    25 min

  3. JUL 1

    Brand and Performance: Jobs to be Done

    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 highlight the cognitive differences between memory formation and responsive actions in marketing. Dale explains that 80-85% of B2B buyers have a pre-existing set of brands in mind before they even begin their purchasing journey, making brand recognition crucial. He also explains the science behind brand marketing that works to establish durable memory structures through distinctive brand assets like logos, mascots, and jingles, which create lasting emotional connections. Performance marketing, on the other hand, is focused on eliciting immediate actions from buyers, functioning best when informative and action-oriented. Tune in soon for part two of this enlightening episode.   Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing  ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the hosts: Matt Sciannella Dale Harrison

    23 min

  4. JUN 24

    Paid Social Playbook: Meta / Facebook Ads | June B2B Roundtable

    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 their digital strategies.  Dale shares actionable insights into audience targeting, the importance of consolidation, and effective use of third-party tools for better audience reach on Facebook. He and Ciara emphasize the use of creative content strategies, including carousel ads and video content, to captivate the audience's attention. Mastering Meta's intricate advertising tools means understanding each ad placement's value, avoiding low-quality impressions, and aligning campaign objectives with business goals. This episode also offers guidance on measuring campaign success through a hybrid attribution framework, addressing the challenges of tracking and conversion amidst privacy changes and algorithm updates. The dialogue supports businesses in balancing their marketing budgets optimally across channels, with Facebook serving as a valuable, cost-effective component in a diversified marketing mix. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #meta #facebook #instagram ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Ciara Hopkins Jason Theroux Connect with the hosts: Evan Hughes Megan Bowen

    57 min
  5. Why Paid Media is Killing Your GTM Efficiency | Megan Bowen on GTM Live

    JUN 17

    Why Paid Media is Killing Your GTM Efficiency | Megan Bowen on GTM Live

    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 more, not better. You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks. Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy. If you’ve been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you. Key topics in this episode: Why paid media often fails to convert to pipeline or revenue The difference between new-school and old-school GTM teams Why optimizing for MQLs leads to the wrong outcomes How to rethink measurement for real demand capture What high-performing growth teams do differently This episode is powered by ⁠⁠Passetto⁠⁠. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit ⁠⁠⁠passetto.com⁠⁠.

    1 hr

  6. JUN 10

    The Importance of Brand in B2B Marketing | Refine Labs + Wynter

    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 why brand perception and awareness can no longer be sidelined in favor of immediate revenue-driven tactics. They share actionable insights on overcoming common pitfalls associated with B2B brand marketing, from misconceptions about ROI to the undervaluation of sustained marketing efforts. Matt emphasizes the importance of setting the right expectations with leadership teams about brand-building timelines, while Peep advocates for consistent messaging and memorable brand experiences. They unpack strategies to measure brand success effectively, bridging the gap between qualitative insights and quantitative data, and underscore the fact that modern businesses must invest in their brand story to achieve meaningful, long-term market penetration Episode topics: #marketing, #leadgen, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Matt Sciannella Peep Laja Connect with the host: Megan Bowen

    54 min
  7. Sales v Marketing: Stop Fighting for Credit | Jason Theroux

    JUN 3

    Sales v Marketing: Stop Fighting for Credit | Jason Theroux

    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 path from sales roles to a significant marketing position, revealing critical insights into bridging the gap between sales and marketing teams. His experiences underscore the importance of collaboration over competition, highlighting strategies to align both functions for holistic business success. With over a decade of experience under his belt, Jason shares practical advice on fostering a unified marketing and sales team. Key themes from this episode include using technology to facilitate clear communication, implementing shared goals, and advocating for transparency and trust within teams. Jason underscores the role of leadership in establishing these cohesive practices, emphasizing that sales and marketing alignment can significantly enhance revenue generation and customer trust. Listeners gain insights into the potential changes in the marketing landscape, especially with emerging technologies such as AI, and how understanding these dynamics can better prepare teams for future challenges. ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Jason Theroux Connect with the hosts: Evan Hughes Steph Crugnola

    27 min

  8. MAY 30

    how to measure marketing outside of pipeline | newsletter companion 30 May 2025

    #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're using, each pillar of Brand, Demand, and Expand need to have their own detailed metrics. In this video newsletter companion, we break down what those measurement tools should be.

    8 min
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4.8
out of 5
28 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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