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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

00:27:31

S2 E67 - 3 Steps To A Successful First 90 Days When...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/29

"What would the first 90 days look like if you were tasked with implementing a demand gen and content strategy in an effort to move beyond the traditional lead gen approach?" So you want to move beyond traditional lead generation and start creating demand in 2023…But you don’t know how to kick off those efforts? The first 90 days are critical because if you’re not able to show some early signs of success, there’s a good chance your program will get axed before it ever has a chance to get going. In

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00:35:30

S2 E66 - 4 Major Pitfalls To Avoid When Doing a...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/22

It’s that time of year when 2023 planning is in full swing and part of planning for a successful start to the next year is doing a Revenue Performance Analysis. But first, what is an RPA? Simply put, a Revenue Performance Analysis allows you to identify and amplify key sources of HIRO pipeline and revenue. We’ve become experts at these analyses and have identified the top four mistakes teams make when executing them independently and that’s exactly what we’re going to go through today. Join

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00:27:22

S2 E65 - Using the PVP Index to Create Your Ideal...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/17

Trying to market to multiple ICPs can be a huge mistake for many companies, especially those on a budget. When you try to be everything to everyone, you water down your message across the board and confuse the audience. That’s why niching down with your ICP is so important. In this episode, Tory and Allison talk about a new framework to decide which ICP you should niche down on first. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:58:15

S2 E64 - 5 Marketing Trends To Improve Brand...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/10

On this episode of Stack Growth, our very own Tory Kindlick and Victoria Sakal were joined by two of our friends from Centerline Digital (Greg Harbinson, Creative Director & Fabian Marquex, Creative Director), to discuss 5 Trends to Improve Brand Engagement: How to Create Authentic Content How to Deliver Account-Based Experiences Leveraging Third-Party Experts How to Drive Better Brand Awareness Exploring the Metaverse Join Stacking Growth Live every other Wednesday at 1:00 PM ET by

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00:58:41

S2 E63 - It's Time To Update Outdated Sales Territory...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/08

The way we carve up sales territories has been around for over a century, an arbitrary geographic location. But the way we sell has changed drastically, especially in the last decade. So why in today’s age of selling are leaders still splitting up territories this way? And is there a better way? We asked Hayes Davis, Co-Founder and CEO at Gradient Works, and he says there is. In fact, he’s so convinced there is, he and Co-Founder Jenn Davis built an automation platform that increases rep attainment

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00:44:56

S2 E62 - How to Create Content With Strategy AND...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/05

We've all been trained to create once and distribute forever. But is that really the best way to create content? Each platform is different, meaning that for your content to be as effective as it can be, you need to optimize each piece of content being put out for the channel it's intended for. In this episode, Tory and Matt talked to Sam Balter, Director of Media Content at Zoominfo and he shares key insights about some of the trends that he and his team are seeing around content. He also talks

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00:37:00

S2 E61 - Crafting a Narrative with Data Storytelling...

Stacking Growth | The B2B Marketing Podcast ·

2022/11/03

“Facts Tell. Stories Sell” - Tory Kindlick You need to find a way to tell a story that your audience can resonate with. Stories are memorable and raw data is not. That’s why it is so important to be able to craft a narrative through the data you are presenting. So what do good stories contain and how can you incorporate those elements into your data storytelling? A good story starts with a hook A good story has an arc A good story evokes emotion But how do you incorporate these things into B2B

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00:45:22

S2 E60 - A Deep Dive into Paid Search FAQs

Stacking Growth | The B2B Marketing Podcast ·

2022/11/01

In this episode, we dive deep into some of the most common questions we see on paid media. Sam Kuehnle talks with some of our expert performance marketing managers here at Refine Labs including Bob Kahns, Ryan Olestro, and Kyle Taylor to address: Optimizing for down funnel performance vs conversions Should we be investing in branded search? Should you be following Google Recommendations? How much should you focus on quality score? Should you be running competitor campaigns? Prioritizing

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01:01:50

S2 E59 - Ask Us Anything: DDG and PMM Edition |...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/29

In this episode, our panel of DDGs and PMMs includes Matt Willbanks, Matthew Sciannella, Jonathan Unger, and Bob Kahns. We took questions from the audience which included: - How would you create demand for a new category as a marketing team of one? - If starting from scratch, what's the recommended strategy for LinkedIn Ads? - How do you make the jump from performance marketing to demand gen? - and more! Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:40:50

S2 E58 - The 5 Stages of Building a Revenue-Driving...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/27

Most marketing teams know that building a successful podcast involves more than just building an audience: that podcast and the audience it serves need to, eventually, contribute to actual revenue dollars. But a lot of podcasters fall into the trap where they get wrapped up in vanity metrics or don't have a mapped-out strategy to turn a podcast into a revenue-driving marketing tool. In this episode Tory and Matt welcome Lindsay Tjepkema, Co-Founder and CEO of Casted. They discuss the 5 stages of

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00:29:29

S2 E57 - How-To Crush This Q4 Without Sacrificing...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/25

You know the situation: Q4 hits. You're under paced to goal because everyone likes to forecast up and to the right, so Q4 has some pretty steep goals. The only problem is, Q4 is also the shortest quarter of the year; holidays, people using PTO, everyone is burned out, and a general slowdown in spending. So the question begs to be answered, "what can I do to achieve those hefty goals?" In this episode, Ashley and Evan talk about the levers you can pull and the tactics they use with clients to ensure

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01:13:16

S2 E56 - It's About Time We Talk Outbound | Jessica...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/22

In this episode, Carl and Cassidy are talking to Jessica Watts, Co-Founder at Mud City about everything outbound. Some of the topics they cover include: - Destigmatizing Outbound Sales - List Building - Value Props and Messaging - Commonalities Between Sales and Marketing - And More... Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:51:52

S2 E55 - Launching a Successful Demand Gen Program |...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/20

Launching a successful demand gen program is something that a lot of marketing leaders strive for. But it's easier said than done. Common hurdles include: - Crafting a compelling point of view - Outlining a strategy - Getting buy-in from the C-Suite - Executing on both paid media spend and organic channels - And more... These are all the things that Grant Duncan has done successfully in his time as VP of marketing at Zingtree. In this episode, he talks with Sam and Sidney to discuss exactly how he

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00:42:54

S2 E54 - Marketing, Customer Success, and Telling...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/18

Marketing and Customer Success are frequently viewed as separate parts of the organization. Marketing is typically categorized as a pre-sales role, while customer success is generally viewed as a post-sales function. Sure, there are the occasional asks where marketing needs a customer testimonial or case study, but those are not typically high priorities from either side. But what if that changed? What if marketing and customer success worked together to craft better stories that answered customer

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00:41:12

S2 E53 - Using Customer Research to Power Your...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/15

Listening to customers to continuously improve your product is key for any company. But it's a step that many new SaaS founders skip in the initial stages of their go-to-market. Often, a founder will discover a gap in the market and go straight into building the product. In this episode, Sidney talks to Dave Rigotti, Co-founder, and CEO at Inflection.io. Dave has put on a masterclass in using extensive customer research to build the product. In addition to conducting hundreds of customer interviews,

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00:54:30

S2 E52 - Pipeline Velocity Deep Dive | Stacking...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/13

Pipeline Velocity is an often confused, misunderstood metric. Every time we bring it up we get several questions. That's why we wanted to dedicate an episode of Stacking Growth Live entirely to the subject and: - How to Calculate Pipeline Velocity - How to visualize that data - Why it's important - When to use it - And more This was a live presentation that included slides. If you'd like to see those slides, you can view them here. You can also watch the full presentation with the slide deck on

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00:38:43

S2 E51 - How to Build Out Your ICP: Creating an Ideal...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/11

The Stacking Growth Podcast aims to answer real questions that our audience is having trouble with. That's why we took a poll of our LinkedIn audience to see what problems they were facing coming into Q4. One of the recurring questions that we saw come up had to do with how to create an ICP (Ideal Customer Profile). What's is the right way to do it? Is there a wrong way? How can we go deeper than target firmographics and job titles? These are all questions that Tory and Allison are answering in

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00:28:35

S2 E50 - You've Heard About Creating Demand, Let's...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/08

If you've been following Refine Labs for any period of time, you know we like to categorize demand into two main buckets, capturing and creating. But there is a third bucket that we don't talk about quite as much called damming demand. In a nutshell, damming demand is taking existing demand for a product or category and redirecting it over to yours. In this episode, Tory and Garret talk about what damming demand is, when it should be used, and how you can effectively start a program to do it. Join

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00:35:50

S2 E49 - $1,000 Says You Can’t Show Me a Profitable...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/06

If you scroll through LinkedIn for a few days you would think that everyone is running demand gen and lead gen is a thing of the past—it's not. We've talked to several hundred companies this year and 99% are still running lead gen. An entire generation of marketers believes that an email address is the most important thing you can get from your audience. It’s why we see gated ebooks and reports as the primary content source for entire companies. But why are so many companies still doing this? It's

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00:27:36

S2 E48 - You Launched Your New Demand Strategy, Now...

Stacking Growth | The B2B Marketing Podcast ·

2022/10/04

You pitched leadership, finally got buy-in, and just launched your program; now what? It's inevitable that you get questioned on the effectiveness of your new strategy early on, but creating demand takes time. So what are some early metrics and KPIs that you can report on to show leadership that it's working? In this episode, Ashley and Evan go through some of the early metrics that they report on with clients to do just that. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by

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