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PODCAST

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.

business marketing

All Episodes

00:36:51

S3 E15 - Paid vs Organic Media Strategy | Carl...

Stacking Growth | The B2B Marketing Podcast ·

2023/06/22

“Marketers like to differentiate, people like to compare” While Cassidy is away, Carl takes the wheel, joined by Kaylee Edmondson - VP of Revenue R&D at Refine Labs! They go head to head about paid versus organic media - they cover myths, uncover truths, and dig into the ways to leverage each strategy to build the best brand presence. Then they switch gears to customer research, providing 6 insightful questions to ask customers while interviewing.

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00:56:46

S3 E14 - Rethink How You Think | Jen Allen-Knuth -...

Stacking Growth | The B2B Marketing Podcast ·

2023/06/08

“Showing someone that you’re better does not mean that you win.” Cassidy and Carl were joined by Jen Allen-Knuth, Community Growth @ Lavender, to chat about the need to shift mindset as a creator and community leader. She dives into the way Lavender uses LinkedIn as an informal listening mechanism to get into the heads of buyers on a larger scale and steps that revenue professionals can take to start evolving beyond their “why us” messaging to “why change”. Then, she covers the way she works to

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00:56:49

S3 E13 - Stacking Growth Live: Creative Teardown...

Stacking Growth | The B2B Marketing Podcast ·

2023/06/01

In our premiere video episode, Courtney Vermette, Associate Creative Director at Refine Labs, walks Cassidy and Carl through a teardown of toast’s website, email, and paid social strategies. On the website, Courtney assesses the use of video, copy (including the effectiveness, necessity, and consistency of puns), and calls to action across several different pages. Then, she moves to email in order to point out some similar strengths and weaknesses in line with and contrast to the website. Finally,

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00:36:35

S3E12 - Why Change? | Carl Ferreira & Cassidy Shield

Stacking Growth | The B2B Marketing Podcast ·

2023/05/25

In this episode of Stacking Growth, Carl and Cassidy reflect on how business has been changing, and how to stay on top of the rapidly shifting landscape. They talk about the shift in buyer behavior that has brought about the need to shift marketing from “why us” to “why change?”, and how to align your team to be focused on the same (and most effective) strategies. They look at the differences between sales teams and marketing teams, their strengths and weaknesses in response to change, and how

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00:46:05

S3E11 - Are PLG and ABM just new terms for Lead Gen?...

Stacking Growth | The B2B Marketing Podcast ·

2023/05/18

In this episode of Stacking Growth, Carl spills his hot takes to Cassidy on Product-Led Growth and Account Based Marketing. They expand on the idea that PLG, often billed as the future of enterprise software, is typically just a repackaged version of old school lead generation, diving into some common misconceptions surrounding Go-To-Market strategies of unicorn products that can make these arguments irrelevant. Then, they dig into the confusion around ABM and how in most instances it’s just

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01:07:19

S3 E10 - Transformational Leadership | Devin Reed -...

Stacking Growth | The B2B Marketing Podcast ·

2023/05/11

Today Cassidy and Carl are joined by Devin Reed, Head of Content at Clari to chat about transformational leadership in Content Strategy and beyond. Devin spills his secrets on how to make a splash in a new role at a successful organization by leveraging strategic priorities. He also digs into getting buy-in on an employee LinkedIn posting strategy and how to affect change internally. He walks Cassidy and Carl through the personal monetization, consulting, and gated content strategies he has adopted

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00:55:45

S3 E09 - Stacking Growth Live: Creative Teardown...

Stacking Growth | The B2B Marketing Podcast ·

2023/05/04

Today’s episode was recorded live, featuring Dan Case, Creative Director at Refine Labs. Dan leads Cassidy and Carl through a Creative Teardown of Dashlane, looking at their design choices across branding, website, and paid social. He assesses their prioritization of programs and the differentiation between them that can cause confusion and conflict in message. With questions from Carl, Cassidy, and the audience, Dan explores reasons behind this rift between programs and how companies can achieve

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00:55:07

S3 E08 - Smashing Through the Audience Growth Ceiling...

Stacking Growth | The B2B Marketing Podcast ·

2023/04/27

Today Cassidy and Carl are joined by Dan Sanchez, Director of Inbound Marketing at Element451 to chat about audience growth, among other podcast and personal brand insight and advice! He starts by tracing his journey through shifting industry, why he moved into Higher Education, and how to align experience with passion when making a move. He then dives into the importance of vertical systems in SaaS, the impact of vocabulary change from “Marketing” to “Audience Growth”, the biggest problem companies

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01:12:56

S3 E07 - How to Measure Demand for the Entire Funnel...

Stacking Growth | The B2B Marketing Podcast ·

2023/04/20

This week’s episode features a keynote speech by Sidney Waterfall, Senior Vice President of Growth at Refine Labs. She presented at the Full Funnel Summit on How to Measure Demand for the Entire Funnel. She explains why it’s time for measurement to change, gives an overview of key terms including Dark Social, Pipe Framework, and Hybrid Attribution before presenting actionable steps for setting up your own Framework. Sidney approaches the topic from a philosophical and data-backed perspective,

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00:55:45

S3 E06 - Driving Change in a Highly Competitive...

Stacking Growth | The B2B Marketing Podcast ·

2023/04/13

Cassidy and Carl sat down with Kate Hammitt, CMO of Splash, to chat all things Event Marketing. She covers how the field has grown and evolved over the past couple of years, tracing the history of expectations from in-person trade shows and flagship events into virtual and hybrid events, and the impact they have on marketing strategy. She also discusses how companies like Splash are streamlining the process for companies, what the focus of goals and data should realistically be, and more!

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00:53:38

S3 E05 - Stacking Growth Live: Creative Teardown...

Stacking Growth | The B2B Marketing Podcast ·

2023/04/06

Today’s episode was recorded live, featuring Refine Labs’ VP of Creative: Triana Mills. Triana leads Cassidy and Carl through a Creative Teardown of Recurly, looking at their design choices in three programs: website, email, and paid social. She assesses the use, effectiveness, and consistency of color, graphics, messaging, and more, sparking productive discussions on possible reasons behind each choice and suggestions for improvement. This walk through is an incredible opportunity to ask yourself

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01:09:21

S3 E04 - Influencer Marketing | Talin Koutnouyan - VP...

Stacking Growth | The B2B Marketing Podcast ·

2023/03/30

Cassidy and Carl got to sit down and chat with Talin Koutnouyan, VP of Strategy & Analytics at Influential, about the past, present, and future of Influencer Marketing. She outlines some main differences between strategy in B2C versus B2B, and what each could stand to learn from the other. Finally, she outlines a plan for “Carl’s Friend” who wants to get into Influencer Marketing – what to expect and how to approach brands!

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00:59:22

S3 E03 - Insights Driven Content Strategy | Peter...

Stacking Growth | The B2B Marketing Podcast ·

2023/03/23

Cassidy and Carl got to sit down and chat with Peter Walker, head of Insights at Carta, about building insights and leveraging them to boost both marketing and sales functions. The cover collaboration with marketing, knowing what insights to look for and which hold the most resonance, surprises Peter has encountered along his journey, and a hint at what’s coming next for the insights strategy at Carta! Make sure to listen to the end to hear Peter break down his “Lattice” Approach to an insights

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00:56:44

S3 E02 - The Impact of Generative AI | Grant Duncan &...

Stacking Growth | The B2B Marketing Podcast ·

2023/03/16

Cassidy and Carl chat today with Grant Duncan (VP of Marketing) and Omar Hamoda (Senior Brand Designer) at Zingtree about the role of AI - in particular, generative AI - and its impact on marketing & sales. They address the decision to jump into AI, individual workflows, different tools and their benefits/drawbacks, implications and ethics, and more. For reference, here are some of the posts and ads discussed through the episode: Post that kicked this off - here. Zingtree Ads - here. MidJourney

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00:53:56

S3 E01 - Brand Above All | Yvonne O'Brien - CMO @ Zappi

Stacking Growth | The B2B Marketing Podcast ·

2023/03/09

We're kicking things off in Season 3 with a brand deep dive featuring our Chief Growth Officer, Cassidy Shield, and CMO of Zappi, Yvonne O'Brien. Key questions to ask yourself: Do your prospects have an emotional connection to your brand, and how do you build that connection in a space with huge competitors? A few more topics include brand activation, foundation, how to consistently test & learn, and what you can translate from B2C to B2B. Take a listen and make your brand more valuable and

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00:38:17

S3 E0 - State Of The Union | Stacking Growth Returns!

Stacking Growth | The B2B Marketing Podcast ·

2023/03/02

Welcome back! Cassidy, Carl, and the rest of the Refine Labs crew have returned for Season 3 of Stacking Growth. This "State of the Union" episode features Cassidy Shield, Chief Growth Officer, and Carl Ferreira, Director of Sales, setting the table for whats to come this season. Brand, creative, differentiation in B2B, coaching, alignment are just a handful of the topics we'll chop up for this third season. We're excited to be back and hope you are, too!

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00:34:37

S2 E71 - Back to the Basics | Stacking Growth Live

Stacking Growth | The B2B Marketing Podcast ·

2023/01/17

There’s no better way to start the year than by setting intentions and resolutions for the year ahead. Most people do this in their personal lives, but we find it pretty affirming for work as well. Today, we’re excited to chat through just a few of the actionable things you can do to refocus and reset priorities for the year ahead.

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00:54:39

S2 E70 - Building Revenue Programs to Nail your 2023...

Stacking Growth | The B2B Marketing Podcast ·

2022/12/22

Companies today don’t have a process for executing research and development (R&D) within their revenue system. There’s a lack of structure and internal common ground between teams on defining and understanding what programs are working for new business acquisition. It results in chaos. Today we’re going to chat through 3 things you can start working on today, to make a meaningful impact on structuring your revenue programs to nail your 2023 goals.

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01:06:21

S2 E69 - 5 Ways Sales Can Help Marketing

Stacking Growth | The B2B Marketing Podcast ·

2022/12/09

Cassidy has gone on record stating that marketing-sales alignment is largely a marketing problem. However, let's not drop all the blame on marketing. In this episode, Cassidy and Carl go over 5 ways sales leaders can demonstrate leadership in aligning marketing with sales. 1 - Quality over quantity If the leads "suck" - it's as much on sales as marketing. Stop insisting on lead volume when the leads don't convert to pipeline and revenue. Instead, empower marketing to focus on high-quality

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01:01:27

S2 E68 - POV Before Product: Designing a New Category...

Stacking Growth | The B2B Marketing Podcast ·

2022/12/03

"How in the world are you getting rockin' and rollin' building a new category here?" Carl Ferreira doesn't waste any time kicking off this conversation with Jenn Davis, Co-Founder and Head of Marketing at Gradient Works. Jenn has been instrumental in designing and building the Dynamic Books category, a new way to handle sales territories. In this episode, Jenn takes Carl and Cassidy through: - Identifying when/if a new category is needed - Doing research to get "message-market-fit" prior to building

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