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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

00:24:55

S2 E27 - How To Test Messaging and Positioning To...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/11

This is the first episode in a new series we are calling "Lab Experiments", where we talk to client-facing members of our team about the tests that they are currently running and the results that they are getting. In this episode, Tory Kindlick is talking with Ashley Lewin about a test she ran around messaging and positioning and how it led to a 40% increase in conversion rates.

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00:52:39

S2 E26 - How To Optimize The Inbound Sales Process...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/09

Marketing and sales have a...colorful past to say the least. Marketing complains that sales doesn't follow up on their leads. Sales complains that the leads that marketing gives are not worth following up with. In many cases, both are true. But when marketing switches their strategy from generating high quantities of leads at any cost, which is the reason for the poor quality, it's no wonder that sales doesn't want to follow up with them. They're the ones in the trenches and they know better than

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00:31:41

S2 E25 - Marketing with a Reduced Budget

Stacking Growth | The B2B Marketing Podcast ·

2022/08/04

Tory Kindlick hosted today's Stacking Growth episode with Darren Perucci to share tips about marketing with a reduced budget. We are seeing budgets being cut especially across the SaaS space due to the economic downturn, and as marketers we are being asked to do more with less.

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00:35:33

S2 E24 - Not All Of Your Marketing Impact Can Be...

Stacking Growth | The B2B Marketing Podcast ·

2022/08/02

This episode consists of a recording from Sidney Waterfall's appearance on the Demand Gen Chat podcast, hosted by Chili Piper. They talked through leading indicators, measuring the impact of dark social, and the importance of gathering feedback directly from your customers.

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00:52:09

S2 E23 - Shifting Your Marketing Strategy in a...

Stacking Growth | The B2B Marketing Podcast ·

2022/07/26

On last week's Stacking Growth Live, we covered a timely topic - how to shift your marketing strategy to match what's happening in the market. It's clear we are headed into a recession. Budgets are being slashed and therefore, there isn't as much demand to capture. In last week's event, we talked through manufacturing demand, customer insights and marketing's role in the shift, and budget & team management in a downturn.

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00:36:19

S2 E22 - Is Your Company Ready to Create Demand?

Stacking Growth | The B2B Marketing Podcast ·

2022/07/21

Tory Kindlick (VP of Demand Gen) hosted a solo episode today where he broke down the 5 most common traits he's observed in the B2B SaaS companies that are most successful with creating demand.

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00:42:36

S2 E21 - Innovation in Outbound Sales is Lacking

Stacking Growth | The B2B Marketing Podcast ·

2022/07/19

Carl Ferreira and Cassidy Shield recorded a Friday afternoon conversation about the lack of innovation in outbound sales compared to that of marketing. They talk through why that is, how to bridge the gap, providing value and data as part of your outbound motion, and the four key components to outbound sales. By the end of the episode, you should have a handful of ideas for experimenting with innovation in your outbound motion. Stay tuned for a part 2 with results of Carl's outbound demand creation

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00:47:45

S2 E20 - Should Brand and Demand Be One Team?

Stacking Growth | The B2B Marketing Podcast ·

2022/07/14

Today's episode consists of a recording from last week's Stacking Growth LIVE event, where Cassidy Shield, Tory Kindlick and Darren Perucci talked through whether or not brand and demand should be on the same team. They talked through definitions, org structure, roles and responsibilities, the nuances between brand marketing and demand marketing, and the similarities between the two.

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00:25:21

S2 E19 - B2B Buying Has Changed, Your Marketing...

Stacking Growth | The B2B Marketing Podcast ·

2022/07/12

Today's episode consists of a recorded conversation between Sam Kuehnle (VP of Demand Gen) and Tom Hunt (Founder at Fame) where Sam talks through how B2B buying has changed and how marketing orgs should be shifting their go-to-market strategies accordingly.

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00:25:56

S2 E18 - The Current State of Content & Messaging in...

Stacking Growth | The B2B Marketing Podcast ·

2022/07/06

Today's episode features a casual conversation between Carl Ferreira and Cassidy Shield about the state of outbound sales today.

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00:50:35

S2 E17 - Leveraging Content and Community in B2B

Stacking Growth | The B2B Marketing Podcast ·

2022/06/30

Nick Bennett (Director of Evangelism and Customer Marketing @ Alyce) and Arthur Castillo (Senior Manager, Field Marketing & Community @ Chili Piper) joined Stacking Growth LIVE last week as guests to discuss how to leverage content and community in both B2B SaaS and their personal brands. *Snippets of this episode are spotty due to poor internet connection*

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00:50:01

S2 E16 - Measuring Demand Creation

Stacking Growth | The B2B Marketing Podcast ·

2022/06/28

Cassidy Shield (CGO), Victoria Sakal (The Vault), Daniel Pinkston (Performance Marketing Manager) and Myles Madden (Performance Marketing Manager) hosted today's Stacking Growth episode to talk about measuring brand and demand creation. They cover leading and lagging indicators, adopting a long-term mindset, how and where to create demand, and which qualitative and quantitative metrics you should be tracking.

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00:30:24

S2 E15 - Cognitive Biases and Their Implications for...

Stacking Growth | The B2B Marketing Podcast ·

2022/06/23

Whether you know it or not, most of the decisions you make throughout your day (especially purchasing decisions) are driven by cognitive biases. Everyone views the world, brands and products differently based on their experiences and unique worldview. So what does that mean for you as a marketer? Tory Kindlick (VP of Demand) and Braeden Matson-Jones (Performance Marketing Manager) dive into cognitive biases in today's episode of Stacking Growth. They talk about communities and other non-attributable

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00:32:19

S2 E14 - Overcoming Internal Challenges When...

Stacking Growth | The B2B Marketing Podcast ·

2022/06/21

Tory Kindlick (VP of Demand Gen) and Tylor Jones (Director of Demand Gen) hosted this Stacking Growth episode on the topic of: how to overcome the internal obstacles that come with switching from a solely demand capture model to a demand creation model. Tylor carried out this change in phases at his previous organization and brings his experience to the table for this episode.

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00:54:01

S2 E13 - Getting Your Go-to-Market Foundations Stack...

Stacking Growth | The B2B Marketing Podcast ·

2022/06/16

A successful GTM strategy starts with a strong foundation. A strong foundation starts with an understanding of the customer/market & being able to uniquely position yourself vs. others. This episode consists of a recording from our most recent Stacking Growth LIVE event. This installment was hosted by Cassidy Shield (Chief Growth Officer), Victoria Sakal (The Vault), and Tony Flores (Senior Director, Demand Generation). After listening to this episode, you'll be equipped with a framework that

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00:30:22

S2 E12 - Creative Professionals Are Not Sidekicks

Stacking Growth | The B2B Marketing Podcast ·

2022/06/14

Judy Sheriff (General Manager) hosted today's Stacking Growth episode with Myles Madden (Performance Marketing Manager) and Lex Winship (Senior Copywriter). They talked about the importance of sharing data, insights, and feedback with your creative team, the difference between content creation and distribution (as well as how they work together) and why the creative team needs a seat at the table.

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00:38:15

S2 E11 - Breaking into SaaS Marketing

Stacking Growth | The B2B Marketing Podcast ·

2022/06/09

Tory Kindlick (VP of Demand Gen) and Matt Sciannella (Director of Demand Gen) talk about breaking into SaaS marketing on today's episode of Stacking Growth. They share tips for anyone looking to get into this space in additional to dropping insights for those already in SaaS marketing. Hot take: you don’t need to have extensive experience in SaaS to be an effective SaaS marketer. However, Tory and Matt walk through differences between SaaS marketing and marketing in other types of companies, as well

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00:52:13

S2 E10 - Breaking the Barrier of Selling into Large...

Stacking Growth | The B2B Marketing Podcast ·

2022/06/07

Cassidy Shield (Chief Growth Officer) hosted today's episode of Stacking Growth with Matthew Bramson (Director of Strategic Accounts at MANTA) to talk through the mindset shift needed to sell into large enterprises at organizations that are disrupting the status quo, but don't have strong brand recognition. They cover selling with an abundance detached mindset, selling up to senior leadership, measuring brand, and what sales teams need from their marketing organization to have a well-functioning

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00:56:22

S2 E9 - Transitioning from MQLs to HIROs

Stacking Growth | The B2B Marketing Podcast ·

2022/06/02

Today's episode consists of a recording from last week's Stacking Growth LIVE where Sidney Waterfall (VP of Demand) and Cassidy Shield (Chief Growth Officer) discussed Refine Labs' proprietary PIPE™ Framework - specifically the HIRO (High Intent Revenue Opportunity) stage and why marketers need to start measuring this instead of MQLs. Register for the Stacking Growth LIVE event series here.

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00:26:32

S2 E8 - Talking with VCs about Demand Gen

Stacking Growth | The B2B Marketing Podcast ·

2022/05/31

Tory Kindlick (VP of Demand Gen) hosted this episode with Matt Wilbanks (Director of Demand Gen) and Jonathan Unger (Director of Demand Gen). The main topic of this episode is how to talk to VCs, investors, and boards of directors about demand gen. Tory, Matt, and Jonathan cover how to navigate funding, QBRs, and results as well as their top recommendations on how to prepare for these conversations.

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260 results

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