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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

00:59:32

S2 E47 - Finishing Off the Year Strong | Stacking...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/29

We get a lot of questions from customers and community members this time of year on how to finish the year off strong and plan to have a successful Q1. "What are some of the biggest mistakes you see marketing teams make as the fiscal year wraps up?" "Are there any frameworks you use to build a marketing plan?" "Where are you allocating your budget moving into 2023 and where do you think the biggest dividends will be paid in the year ahead?" Q3 is coming to an end, and as you approach Q4 planning

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00:31:14

S2 E46 - Good Marketing Takes Time

Stacking Growth | The B2B Marketing Podcast ·

2022/09/27

On today's Stacking Growth, Refine Labs' very own Sam Kuehnle and Sidney Waterfall breakdown an intriguing question sent in by a listener: "How do you deal with the paradox of wanting immediate results but needing to preach patience to your executive team?" From setting expectations to finding the right customer insights... believe it or not, good marketing takes time. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:46:51

S2 E45 - Growing Your Business Through Customer...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/24

At this point you all know our stance on talking to customers and extracting insights through those conversations. But some of the common questions we still get all the time are: "what is the best way to conduct a customer interview?" "What questions should I ask?" "How do I take insights gleaned from a customer interview and inject them into my marketing strategy?" In this episode, Tory and Matt talk with Michael Ashford, Director of Marketing at The Receptionist, about how they were able to

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00:32:18

S2 E44 - Annual Demand Planning: A Framework

Stacking Growth | The B2B Marketing Podcast ·

2022/09/22

It's that time of year—leaves are changing, football is back, and it's time for ANNUAL PLANNING! It's time to look back at the previous year, figure out what's been working and start to think about the campaigns and revenue targets for 2023. In this episode, Tory and Allison go through the framework they use with clients for year-end demand planning. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:22:07

S2 E43 - How To Execute a Winning Event Strategy

Stacking Growth | The B2B Marketing Podcast ·

2022/09/20

Events in the past were all about getting a booth, flying in all your salespeople, scanning badges, and having conversations on the show floor. But that’s not how the best marketing teams are approaching event strategy anymore. The best strategies involve building relationships, creating content, and leaving a lasting impression. So how do you do that through your event strategy in 2022 and beyond? In this episode, Sam and Sidney dive into just that. Join Stacking Growth Live every other Wednesday

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00:35:27

S2 E42: How To Do a Win/Loss Analysis To Uncover...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/17

One of the most informative things you can do as a demand gen marketer is do a win/loss analysis. A win/loss analysis can do many things including validating messaging, help refine your ICP, inform your content strategy, and more. Some teams are already looking into why deals are lost, but it’s rare to see companies analyzing and comparing the reasons you won deals. Looking into both of these items are key to unlocking key insights to power a successful go-to-market strategy. In this episode, Tory

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00:56:32

S2 E41 - Behind the Scenes: The Secret to Innovative...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/15

When asked about marketing innovation teams are quick to reference customer insights, category creation, and creating demand. And these are all very important things (that we preach at Refine Labs often). But there's one thing that is often overlooked and is a critical part of making all of these other strategies successful—Creative! Without an innovative creative strategy to deliver the message of your newly found customer insights or new category, you're shooting yourself in the foot. But what do

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00:18:28

S2 E40 - Sales Wants Demand, Not Leads (Audience...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/13

Imagine being part of a sales-led organization where the SALES team is asking marketing to stop running lead gen and start creating demand. It's a role reversal that we don't often hear, but it's the exact situation that an audience member came to us with. "What steps can I take to get my marketing team to stop running gated lead gen and start creating real demand for our brand?" In this episode, Sidney and Sam tackle that exact question. Join Stacking Growth Live every other Wednesday at 1:00 PM

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00:18:32

S2 E39 - The 4 Levers Every Marketer Can Pull To...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/10

An economic downturn can bring a lot of difficulties for a marketing team. Decreased media spend and decreased budget for tech from customers both lead to lower overall demand in the marketplace. When demand is lower, marketing teams have to focus on the levers they can influence, independent of those variables. In this episode, Sam and Sidney talk about the 4 levers that every marketer can pull to help better capture the demand in the market.

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00:33:14

S2 E38 - Demystifying PLG for Demand Gen Marketers

Stacking Growth | The B2B Marketing Podcast ·

2022/09/08

Many companies that run an enterprise, sales-led motion are now using some form of product-led growth to move down market. This poses a lot of problems for some demand-gen marketers, as it requires a different approach in both strategy and tactics to be successful. In this episode, Allison and Tory dive into the framework that we've been implementing with clients facing this here at Refine Labs. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:22:15

S2 E37 - Is it Time to Ditch Variable Compensation...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/06

In the second part of our series on variable comp vs salary for salespeople Carl and Cassidy are taking questions from LinkedIn. Variable comp vs salary is a heated topic and salespeople had a lot of really good questions including: How to you test salary if you’re already using 50/50 comp? How does it affect the buyer experience? How do you measure performance? Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:52:32

S2 E36 - Why You Should Be Using Zero Click Content...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/03

Relying on people to click your ad's CTA is destroying its effectiveness. Providing the full value in the feed will win out every time and we're here to prove that to you. Curious how you can do the same internally? People don't want to leave the platform they're already engaged with. 99% of the time, even if someone is engaged with your ad, they're not clicking. So if your strategy is to use your social content to drive ebook downloads, blog traffic, email signups, or anything else that isn't

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00:52:50

S2 E35 - Is it Time to Ditch Variable Compensation...

Stacking Growth | The B2B Marketing Podcast ·

2022/09/01

Sales almost always work on a base salary + commission or 100% commission. Most companies don't offer salespeople guaranteed salaries for many reasons. But the question is why? There's no other function in the business that is paid the same way sales are. Some companies will say that they can't attract top talent without the ability to crush quota and earn uncapped commission. In this episode, Cassidy and Carl dive into this, as well as several other myths around the topic, and break them

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00:28:00

S2 E34 Does Paid Media Impact Organic Marketing...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/30

Does paid media influence how well a company’s marketing performs? It's a question that most marketers can relate to, but one that nobody is willing to test, because turning off paid media to see isn't an option. Well, in this episode we did just that—we tested the impact of paid marketing's correlation with organic marketing. Join Sam Kuehle and Ashley Lewin as they break down the test and results that may surprise you. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering

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00:20:36

S2 E33 - How to Overcome Data Analysis Paralysis

Stacking Growth | The B2B Marketing Podcast ·

2022/08/27

As marketers, it's very common to become overwhelmed with data. It's important to use data to tell a story, but when doing that, you have to know which pieces to use and what is just noise. In this episode, Ashley Lewin and Evan Hughes talk about how to choose the right data to tell your story, how to structure your data story, and avoid overwhelming your audience when presenting that data. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

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00:23:01

S2 E32 - Creating Demand With Your Target Accounts

Stacking Growth | The B2B Marketing Podcast ·

2022/08/25

In this episode our General Manager, Sidney Waterfall, dishes out the best ways to create demand for your target accounts. She goes over Demand 101, Reach, and Tactics as a basic strategy to get your demand creation flowing and demand capture going. Keep an eye out for more Stacking Growth Live in the near future.

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00:55:37

S2 E31 - Pipeline Source Showdown: Inbound vs....

Stacking Growth | The B2B Marketing Podcast ·

2022/08/23

Whether you want benchmark data or you're trying to convince your leadership that you need to be investing more time and resources into demand creation, this Stacking Growth Live is for you. We analyzed pipeline source data from six B2B SaaS companies running the Refine Labs demand playbook. We looked at: - Pipe conversions (declared intent website conversions) - Enterprise Outbound/”ABX”/Engaged Accounts - Lead Gen - Partner - Events/Field The results are astounding. In almost every case Pipe

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00:39:07

S2 E30 - Early Indicators for Measuring Demand...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/20

You're a marketer who is totally bought into creating demand. You presented to your leadership and they agree and you're now just getting started on your demand gen journey. The common question that comes up is, "when can we expect to start seeing results?" In this episode, Allison and Tory dive into that question exactly, but they go even further. They will touch on expectation setting to make sure your program doesn't get cut off before it ever has a chance to work and early indicators that tell

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00:52:27

S2 E29 - How to Determine your Marketing Tech Stack |...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/18

This episode is summed up with a simple question: What is marketing at your org trying to accomplish and what is necessary from a tech stack perspective to simplify and make that process as efficient and effective as possible? Marketing is not the promotion department, or at least it isn't in companies doing marketing correctly. Good marketing should be aligned with business metrics, so in essence, good marketing is good business. In this episode, Cassidy talks with Darrell Alfonso, Marketing

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00:27:09

S2 E28 - Shifting Budget from Demand Capture to...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/16

Over the past few years, B2B SaaS marketing teams have embraced the fact that they need to invest more in demand creation functions. In order to do that, budget has to be taken from current demand capture spend. The question is, what deserves to stay and what should be reallocated to demand creation? In this episode, Tory Kindlick talks with Sam Kuehle about the formula he has used to determine just that: what demand capture budget should stay and what should go. Download the template from this

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260 results

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