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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

00:39:31

Building an Effective Video First Content Strategy |...

Stacking Growth | The B2B Marketing Podcast ·

2025/04/29

Erik Jacobson, CEO of Hatch, joins Evan and Steph to talk about building an effective video first content strategy. As a pioneer in video-first content strategies, Erik shares his insights on the evolving landscape of B2B marketing, emphasizing the importance of adapting to changing consumer behaviors. He brings over a decade worth of actionable strategies for businesses looking to harness the power of video to enhance audience engagement and drive growth.Erik highlights the shift from audio-centric

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00:03:59

What Are Your Burning Marketing Questions? | 25 April...

Stacking Growth | The B2B Marketing Podcast ·

2025/04/25

Welcome to a 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 we ask: what are your pressing marketing questions that we can answer, and who do you go to when you need an expert?

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00:44:32

Growing Into A Demand Gen Role | Steve Voith

Stacking Growth | The B2B Marketing Podcast ·

2025/04/22

Steve Voith, VP of Revenue Marketing at Kyriba, joins Evan and Steph to talk about his career journey in Demand Generation. Steve discusses his journey from a novice marketer to a seasoned professional, sharing critical insights into the evolution of demand generation and the significant impacts of various learning experiences throughout his professional life. As Steve dives deep into his career milestones, he emphasizes the importance of adaptability and leveraging technology to stay ahead in the

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00:03:59

Who's Got Your Back? | 17 April Newsletter Companion

Stacking Growth | The B2B Marketing Podcast ·

2025/04/18

Welcome to a 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 we ask: What communities are you part of as a marketer that help you connect and get support in this chaos landscape?

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00:40:57

How to Make it as a Solopreneur | Garrett Ira

Stacking Growth | The B2B Marketing Podcast ·

2025/04/15

Garrett Ira, founder at Method, joins Evan and Steph to talk about his journey to becoming a Solopreneur - the successes, challenges, and everything in between. Garrett shares his unique experience of coming from an entrepreneurial family, which set the tone for his career in marketing. He talks about his transition from agency work to in-house roles, eventually leading him to launch his own company, Method. Garrett talks about the essential tools and community support structures that have helped

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00:05:58

Telling the Story Beyond the Data | 10 April...

Stacking Growth | The B2B Marketing Podcast ·

2025/04/11

Welcome to a 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 we ask: Does a graph tell the whole story? Probably not. Take a step back and make sure you're showing the bigger picture. Check out Evan Hughes' LinkedIn post that I mention here.

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00:53:29

How to Nail Down Messaging and Positioning | Megan...

Stacking Growth | The B2B Marketing Podcast ·

2025/04/08

*from Building with Buyers*Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support."Here’s what we cover:Brand, Demand, and ABM. What's your approach to client work;I’m exploring the role that customers play in helping startups build to the next round - how have you seen this play out with companies you work with;What’s changed about how buyers buy

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00:05:23

Niching Down | 3 April Newsletter Companion

Stacking Growth | The B2B Marketing Podcast ·

2025/04/04

Welcome to a 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 about niching down and clarifying landing pages, inspired by the Called to Action conversation with Tas Bober. Join me as I work to niche down my LinkedIn content and clarify our podcast 'about' section.

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00:56:08

How to Tame Your Landing Page (And Your Career) | Tas...

Stacking Growth | The B2B Marketing Podcast ·

2025/04/01

Tas Bober, Co-Founder of The Scroll Lab, joins Evan Hughes and Steph Crugnola for a discussion focused on finding your niche in your career and on your landing page. Tas starts by talking through her evolution from an aspiring writer to a digital marketing expert, propelled by her early career experiences. Stressing the influence of pivotal mentors and their often brutally honest advice, she walks through the process of finding a specific niche in landing page consultation. Tas candidly shares her

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00:05:08

Why Do You Listen to Marketing Podcasts? | 27 March...

Stacking Growth | The B2B Marketing Podcast ·

2025/03/28

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 ABM! Inspired by the recent B2B Marketing Roundtable, we sent out and are testing a template to narrow down ABM audience tiers, trying to solve for this audience's pain points, and focusing our podcast messaging.

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00:52:15

ABM: How to Get it Right | March B2B Roundtable

Stacking Growth | The B2B Marketing Podcast ·

2025/03/25

Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive.They cover:Defining ABM: All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs.Tools: Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize existing CRM systems and focus on high-quality data analysis.Collaboration: Successful ABM demands alignment

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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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