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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

00:42:49

How to capture, create, and convert demand in the AI era

Stacking Growth | The B2B Marketing Podcast ·

2025/09/30

Our CEO Megan Bowen was a guest on Charles Gaudet's Predictable Profits podcast to talk about the outdated funnel and how to market in the AI era. From Predictable Profits: "If you’re still trying to grow your business with traditional funnels and wondering why your capture, create, convert demand strategy isn’t working, you’re about to discover why those old-school tactics are completely dead. In this episode, I sit down with one of the very few people who actually gets it – Megan Bowen –

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00:53:21

Complete Breakdown: Brand. Demand. Expand.

Stacking Growth | The B2B Marketing Podcast ·

2025/09/23

Megan Bowen hosts ChampionHQ’s CEO Gianna Scorsone to cover Refine Labs’ Brand, Demand, Expand strategy. They discuss how combining brand strength, creating demand, and expanding existing customer relationships can combat current market challenges, especially in the AI era. The conversation demystifies these pillars and offers practical, actionable insights into efficiently integrating them into a comprehensive marketing plan.Listeners are introduced to advanced concepts such as leveraging customer

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00:36:23

Why Storytelling is Crucial for Brand Marketing |...

Stacking Growth | The B2B Marketing Podcast ·

2025/09/16

Called to Action is back with Liam Moroney of Storybook marketing to walk us through his journey as a marketer focused on brand and storytelling. He gives his history, philosophy, and advice on how to change your leadership's mindset. Liam draws from his extensive background in B2B marketing to share his experiences in navigating various industries, emphasizing the importance of moving from a 'growth at all costs' mindset to a more sustainable, brand-centric strategy. The conversation

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01:29:51

Measuring Marketing: A Complete Breakdown

Stacking Growth | The B2B Marketing Podcast ·

2025/09/09

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue

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00:37:09

How to Calculate ROI

Stacking Growth | The B2B Marketing Podcast ·

2025/09/02

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the final event, and covers all of the specific calculations you need to know to accurately find your Marketing ROI. Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely

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00:34:17

Why Revenue isn't the right Metric

Stacking Growth | The B2B Marketing Podcast ·

2025/08/26

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue. Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more comprehensive framework. The discussion sets the stage for a robust understanding of marketing's

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00:52:55

Integrating CTV into your paid media strategy |...

Stacking Growth | The B2B Marketing Podcast ·

2025/08/19

Evan Hughes hosts Matt Sciannella, Aaron Weekes, and Kyle Taylor to discuss how to integrate Connected TV (CTV) into paid media strategies, particularly for B2B companies. With digital landscapes evolving, the conversation emphasizes the importance of leveraging CTV's unique opportunities for audience reach and targeted awareness. The experts provide a detailed discussion on how CTV not only complements traditional digital efforts but also stands out with its TV dominance, capturing audiences

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00:47:07

Brand. Demand. Expand. The Essential new Go-To-Market...

Stacking Growth | The B2B Marketing Podcast ·

2025/08/12

From Dreamdata: "Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy

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00:35:48

Addressing Common Arguments Against Brand Marketing

Stacking Growth | The B2B Marketing Podcast ·

2025/08/05

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the second event, digging into four different common arguments that CFOs make against brand, including: timing, budget, outdated beliefs about buyers, and misguided thoughts on company scope. Check out our⁠ events page⁠ to register for the third event, happening live on August 21. Episode topics: #marketing, #demandgeneration, #brand,

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00:45:37

How to Measure the ROI of Brand Marketing

Stacking Growth | The B2B Marketing Podcast ·

2025/07/29

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the second event, digging into Measurement and ROI. Throughout the conversation, Dale systematically demystifies common misconceptions surrounding brand marketing efforts, particularly in the B2B sector, highlighting why measuring brand ROI can be challenging yet essential. The discussion also uncovers how digital marketing's data-driven

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00:53:16

B2B Advertising on Reddit

Stacking Growth | The B2B Marketing Podcast ·

2025/07/22

Evan Hughes and Ciara Hopkins host Malin Wijenayake to discuss the 2025 playbook for Paid Social on Reddit.This session focuses on the strategic importance of using Reddit ads for B2B marketing. As the digital marketing landscape evolves, they dig into why Reddit, often overlooked in B2B strategies, can be a powerful platform for reaching untapped segments. Evan highlights the shifting dynamics of Reddit discoverability with Google's data agreement, opening pathways for marketers to re-evaluate

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01:14:54

Balancing Brand and Performance Marketing

Stacking Growth | The B2B Marketing Podcast ·

2025/07/15

Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing Matt Sciannella hosts Dale Harrison in a three part summer event series about the intricacies of Brand and Performance in your full marketing strategy. In this first session, they cover:-The impact of brand and performance in marketing-How to integrate both pillars into your full strategy-Memory, task completion, and psychology of response-Optimizing budget allocation between

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00:24:32

Balancing Budget Between Brand and Performance Marketing

Stacking Growth | The B2B Marketing Podcast ·

2025/07/08

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the third part of the first episode, covering budget allocation between brand and performance marketing. As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on sales. He delivers actionable insights, particularly around the renowned 60:40 rule—a guideline

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00:24:58

Balancing Brand and Performance Marketing | Measuring...

Stacking Growth | The B2B Marketing Podcast ·

2025/07/03

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the first episode, covering how brand and performance can work together as well as common mistakes and limitations of each.Dale emphasizes that brand ads should aim at building durable memory associations with future buyers, who represent a significant 95% of potential consumers not actively in market. He explains the importance of creating

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00:23:21

Balancing Brand and Performance Marketing | Measuring...

Stacking Growth | The B2B Marketing Podcast ·

2025/07/01

Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy. They explore why companies must establish a presence in buyers' minds before they come into the market and highlight the cognitive differences between memory formation and responsive actions in marketing

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00:57:02

Paid Social Playbook: Meta / Facebook Ads | June B2B...

Stacking Growth | The B2B Marketing Podcast ·

2025/06/24

Megan Bowen, Evan Hughes, and Ciara Hopkins host Jason Theroux to discuss the 2025 playbook for Paid Social and Facebook / Meta ads. This session focuses on utilizing Meta’s platforms for creating brand awareness and improving engagement within the B2B sector. As businesses seek to meet their audiences where they reside online, marketing professionals can leverage the insights shared to refine their digital strategies. Dale shares actionable insights into audience targeting, the importance of

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00:59:55

Why Paid Media is Killing Your GTM Efficiency | Megan...

Stacking Growth | The B2B Marketing Podcast ·

2025/06/17

From GTM Live:This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned

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00:53:31

The Importance of Brand in B2B Marketing | Refine...

Stacking Growth | The B2B Marketing Podcast ·

2025/06/10

Megan Bowen and Matt Sciannella from Refine Labs, team up with Wynter’s Peep Laja to discuss the importance of brand in B2B Marketing. They explore the nuances of brand visibility, drawing on their extensive experiences to highlight how foundational brand awareness has become in competitive markets. Exploring the intricate balance between brand and demand generation, the discussion underscores why brand perception and awareness can no longer be sidelined in favor of immediate revenue-driven

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00:27:28

Sales v Marketing: Stop Fighting for Credit | Jason...

Stacking Growth | The B2B Marketing Podcast ·

2025/06/03

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignmentJason Theroux is on today to hammer home the crucial message to sales and marketing teams across the world: stop fighting for credit and start working together to support your organization holilstically. The conversation navigates through Jason's career path from sales roles to a significant marketing position, revealing critical insights into bridging the gap

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00:07:56

how to measure marketing outside of pipeline |...

Stacking Growth | The B2B Marketing Podcast ·

2025/05/30

#marketingtips #brand #demand #expand #marketing #b2bgrowth 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 dive back into Brand, Demand, Expand!Pipeline shouldn't be the only measurement tool you're using, each pillar of Brand, Demand, and Expand need to have their own detailed metrics. In this video

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