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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

00:04:29

A New Experiment | Newsletter Companion 19 March 2025

Stacking Growth | The B2B Marketing Podcast ·

2025/03/21

Welcome to a new 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 is all about experimentation, based on this week's episode of Called to Action featuring Canberk Beker.

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00:28:25

How to Prioritize Consistent Experimentation |...

Stacking Growth | The B2B Marketing Podcast ·

2025/03/18

Canberk Beker, founder of ROASted, joins Evan Hughes and Steph Crugnola for a discussion focused on the importance of consistent and ambitious experimentation. Canberk describes his shift from traditional B2C marketing to embracing experimental strategies, emphasizing the significance of pushing boundaries to foster growth.He shares is personal experiences and challenges in advocating for experimentation, especially within the constraints of B2B environments that often prioritize direct metrics

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00:37:55

Why You Should Appeal to Humanity In Ad Creative |...

Stacking Growth | The B2B Marketing Podcast ·

2025/03/11

Libby Schell, Refine Labs Demand Generation Manager, joins Evan Hughes and Steph Crugnola for a discussion about leading with empathy and humanity in ad creative. Libby shares her unique path from a strategic communications graduate to a demand generation expert in the B2B SaaS domain. She focuses on how she has worked to balance creativity with marketing strategies to craft compelling ad content that resonates with audiences beyond cliche business jargon.She spotlights the importance of empathy

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00:50:25

Building an Organic Content & Thought Leadership...

Stacking Growth | The B2B Marketing Podcast ·

2025/03/04

Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy. They cover:Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention.Consistency in content distribution helps build trust and establishes the brand as a credible source of information.Integrating different content formats (video, text, visuals) can effectively engage diverse

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00:40:59

How to Implement a Demand Creation Strategy | Sam...

Stacking Growth | The B2B Marketing Podcast ·

2025/02/25

Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact. The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam offers insights into planning effective marketing strategies in a rapidly changing digital landscape.The

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00:37:49

Why Leads Are Not All Created Equal | Ciara Hopkins

Stacking Growth | The B2B Marketing Podcast ·

2025/02/18

Ciara Hopkins, VP of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it. Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why’ behind instant calls and emails to new leads. She highlights the transformation she witnessed and became part of in marketing, moving from traditional lead gen to a demand gen approach. As a

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00:46:58

4 Milestones to Hit Before Investing in Paid...

Stacking Growth | The B2B Marketing Podcast ·

2025/02/11

Megan Bowen and Evan Hughes host Ciara Hopkins in a roundtable discussion of paid ads, nailing down when is the right time to start investing. They cover: Defining your ideal customer profile and target market Developing your strategic narrative Building a website that converts traffic into sales conversions Aligning Marketing and Sales In addition to valuable insights and questions from the live audience, Megan, Evan, and Ciara detail each of these milestones, how to get started with

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00:36:32

How to Bridge the Attribution Gap | Ashley Lewin

Stacking Growth | The B2B Marketing Podcast ·

2025/02/04

Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers. Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first

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00:36:52

Why To Start Ungating Your Content | Kerri Amodio

Stacking Growth | The B2B Marketing Podcast ·

2025/01/28

Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content. Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a demand generation mindset and creating a consistent demand for products and services rather than just

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00:28:08

How Podcasting Can Help You Land Your Next Role

Stacking Growth | The B2B Marketing Podcast ·

2025/01/21

Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling. Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land his position at Refine Labs. He focuses on the storytelling aspect of marketing, and how generating

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00:43:23

Why Change Management is Crucial to Pull You Into the...

Stacking Growth | The B2B Marketing Podcast ·

2025/01/14

Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we’re featuring marketing leaders who’ve been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between. Megan reflects on the major shifts happening in B2B SaaS companies right now, having moved from the “Growth At All Costs” mindset into a “Profitable, Efficient Growth” mindset

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00:34:01

Use Historical Data to Grow Your Business | Megan...

Stacking Growth | The B2B Marketing Podcast ·

2024/12/16

From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue performance assessment."Key Takeaways: Revenue Performance Assessment: Refine Labs conducts an in-depth

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00:56:30

Optimizing GTM Strategy For Growth | Refine Labs B2B...

Stacking Growth | The B2B Marketing Podcast ·

2024/12/09

CEO ⁠Megan Bowen⁠ and VP of Marketing ⁠Evan Hughes⁠ hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization.They explored how to build a compelling business case using historical data, manage the change process effectively, and guide your organization through a mindset shift, and gave insights on the phases of GTM transformation and how to influence

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00:55:28

Refine Labs B2B Marketing Roundtable: Paid Search...

Stacking Growth | The B2B Marketing Podcast ·

2024/11/18

CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending. They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cover setting up effective conversion tracking, differentiating between competitor and branded campaigns,

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00:56:19

Refine Labs B2B Marketing Roundtable: 2025 Planning...

Stacking Growth | The B2B Marketing Podcast ·

2024/11/04

CEO Megan Bowen and VP of Marketing Evan Hughes hosted VP Of Demand Generation Ciara Hopkins, and Senior Director of Demand Generation Matthew Sciannella to dive into the 2025 planning process. Through the event, they addressed significant trends in the digital marketing space, emphasizing the need for adaptability and smart investment. Key topics include the saturation of B2B advertising platforms like LinkedIn, the critical role of content strategy, and the value of aligning business fundamentals

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00:57:26

7 ways to use generative AI in PPC to boost revenue |...

Stacking Growth | The B2B Marketing Podcast ·

2024/10/28

Kerri Amodio, Director of Demand Gen, delivered a Keynote and Q&A session for SMX Masterclass. She focused on how businesses can leverage AI tools like ChatGPT to optimize their marketing campaigns. She emphasized the importance of using AI not merely to save time but to enhance the quality of marketing efforts, improve messaging, and boost revenue. The discussion details the use of AI for refining ideal customer profiles (ICP), crafting compelling ad copy, and designing personalized marketing

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00:12:32

Snacks 33: Choosing the Right Creative Package

Stacking Growth | The B2B Marketing Podcast ·

2024/10/23

Triana Mills, VP of Creative, joins Steph Crugnola on Stacking Growth Snacks to break down the differences between a Creative Strategy Package and a Creative Execution Package. She details what's included, who would benefit most, and the timeline investment you'd be looking at for each package. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our

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00:33:38

Building a Podcast: Roles That Influence B2B Growth...

Stacking Growth | The B2B Marketing Podcast ·

2024/10/21

Evan Hughes and Steph Crugnola joined Corey Kossack of Aspireship on the Startup Skills Podcast to talk about the four essential roles in building a podcast.From Startup Skills Podcast: The second episode of the Startup Skills Podcast, Corey engages with Evan Hughes and Steph Crugnola from Refine Labs to discuss podcasting as a growth strategy for B2B tech companies. They explore the importance of podcasting for brand storytelling and audience engagement, emphasizing the need for a clear strategy

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00:08:02

Snacks 32: Data Democratization - Communicating to...

Stacking Growth | The B2B Marketing Podcast ·

2024/10/16

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she guides listeners through specific talk tracks that can help convince leadership to make the change. She highlights the most important benefits of switching to a Data Democracy to make it attractive to your C-Suite and stakeholders. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events

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00:45:00

Expert Session: Paid YouTube Strategy with Malin...

Stacking Growth | The B2B Marketing Podcast ·

2024/10/14

Our September Expert Session, featuring Malin Wijenayake and Chris Walker, focused on YouTube Ad Strategy! Through the session, they covered: tools for measuring impact most efficient targeting options for each ad type options for developing ad creative successful examples of current ads benchmark metric goals and examples ...and more! If you want to watch the full video, you can access it here on our YouTube page. And, if you enjoy these sessions, make sure you mark your calendars for

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