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- 🇨🇦CA · Marketing#1845K to 30K
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13K to 50K🎙 ~2x weekly·266 episodes·Last published 3d ago - Monthly Reach
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26K to 100K🇨🇦30%🇪🇸30%🇦🇪30%+1 more - Active Followers
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10K to 40K
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Product is not marketing's job — and that's the problem
Jun 2, 2026
Unknown duration
Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs
May 19, 2026
Unknown duration
Does AI Actually Break B2B Positioning?
Apr 29, 2026
33m 16s
What High-Performing GTM Teams Do Right
Apr 14, 2026
Unknown duration
Stop Ignoring Demand Inputs
Apr 1, 2026
Unknown duration
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| Date | Episode | Topics | Guests | Brands | Places | Keywords | Sponsor | Length | |
|---|---|---|---|---|---|---|---|---|---|
| 6/2/26 | Product is not marketing's job — and that's the problem | "A CRO told us the word our customers cared about most was extensibility. I'm a marketer — I've never used that word in my life."When was the last time marketing had a real say in what got built? In most B2B SaaS companies, engineers and founders own the product, and marketers inherit whatever comes out the other end. Matt Sciannella and Liam Moroney explore what it would look like for marketers to genuinely influence product direction — not by taking over, but by asking the questions nobody else is asking. Keywords: B2B marketing strategy, product marketing, market research, customer discovery, SaaS go-to-market. | — | ||||||
| 5/19/26 |  Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs | Megan Bowen is the CEO and majority owner of Refine Labs, one of the few B2B demand generation agencies that has built its entire model around the problem most agencies refuse to name: demand capture is easy to measure, demand creation is not — and most companies are spending almost entirely on the former.In this episode, Megan explains why AI doesn't scare her, how the Brand Demand Expand framework maps to core business fundamentals, and what it actually looks like to help a $500M company change how it measures marketing ROI. She also shares the three skills she believes every B2B marketer needs to develop right now, her no-asshole client rule, and the change management playbook she's used to turn around demand gen programs from the inside.If your pipeline has plateaued and your demand gen team can't explain why, this episode is for you.Topics: B2B marketing, demand generation, brand strategy, marketing attribution, change management, AI in marketing, agency leadership, GTM strategy, marketing skills, customer success, pipeline growth | — | ||||||
| 4/29/26 | Does AI Actually Break B2B Positioning?✨ | B2B positioningAI impact on marketing+3 | Anthony PierriRob Kaminski | iPhoneRefine Labs+4 | — | B2B marketingAI positioning+3 | — | 33m 16s | |
| 4/14/26 |  What High-Performing GTM Teams Do Right | Matthew Sciannella breaks down what separates high-performing B2B go-to-market teams from the rest — using Ramp and Clay as real-world case studies. From Ramp's Super Bowl surround-sound strategy to Clay's disciplined mid-market segmentation bet, this episode pulls back the curtain on the GTM principles any B2B SaaS team can steal.🔑 Key Takeaways:Why Ramp balances brand + demand in equal measureHow Clay segmented down despite massive funding — and why it workedThe "product is so good, everyone needs to know" first principleWhy creativity wins in "boring" B2B verticalsHow to focus finite ad dollars on a segment before expanding TAM❓ Frequently Asked QuestionsWhat makes a high-performing B2B go-to-market team?High-performing GTM teams start with a great product and low adoption friction, then execute brand and demand in equal measure — using creativity, segmentation, and a strong outbound motion to drive growth.How did Ramp build such strong brand awareness?Ramp used a surround-sound GTM strategy — combining Super Bowl ads, guerrilla video marketing, podcast sponsorships, and direct response ads featuring brand spokespeople like Brian Baumgartner from The Office.How did Clay grow without spending across their entire TAM?Clay bet on mid-market RevOps and marketing personas first, empowered agencies to share results, and built a content flywheel through user-generated content — segmenting with discipline before expanding.What B2B GTM lessons can SaaS companies learn from Ramp and Clay?Even well-funded companies make segmentation trade-offs. Focus ad dollars on your best-fit ICP, align sales and marketing on target accounts, and measure with incrementality — not just first or last touch attribution.Can smaller B2B SaaS companies replicate Ramp's or Clay's strategy?Yes. The fundamentals — strong product, low friction, segmented targeting, and creative storytelling — are accessible at any budget. Scale the creativity, not just the spend.#B2BMarketing #GoToMarket #DemandGeneration #SaaSMarketing #B2BSaaS #RevenueMarketing #PaidMedia #GTMStrategy #B2BGrowth #MarketingStrategy #RefineLabs #ContentMarketing #B2BDemandGen #LinkedInMarketing #RevenueOperations | — | ||||||
| 4/1/26 |  Stop Ignoring Demand Inputs | An Ipsos survey of 1,226 marketers across the US, Canada, and Australia asked 10 multiple choice questions on basic marketing fundamentals — and two thirds failed.We're not talking advanced strategy. Segmentation. Positioning. The four Ps. Above-the-line marketing. Omnichannel. Quantitative research. The bare minimum from a year and a half of formal marketing training.This is the state of B2B marketing in 2026.If you're focused on AI efficiency gains, growth hacking, and the next few percentage points of performance — but you can't pass this test — you're optimizing a broken foundation.Matthew Sciannella breaks down what the data actually means for marketers who only do promotion (ads, email, events, SEO) and why that's exactly why so many can't survive past 18 months in a role.Q: What did the Ipsos marketing fundamentals survey find?The Ipsos survey tested 1,226 marketers in the US, Canada, and Australia on 10 multiple choice questions covering segmentation, positioning, the four Ps, above-the-line marketing, omnichannel, and quantitative research. Two thirds failed — with an even split between B2C and B2B marketers.Q: Why do so many B2B marketers only last 18 months in their roles?Marketers who focus exclusively on promotion — running ads, sending emails, attending events, or managing SEO — never develop a durable, full-funnel marketing strategy. Without understanding customers, sales channels, and market positioning, they can't survive a funding round or leadership change.Q: Is AI a substitute for marketing fundamentals?No. AI and growth hacking tactics can improve efficiency at the margins, but they don't replace the strategic foundation of real marketing: understanding your market, your buyer, and how they make decisions. Scraping signals from the internet isn't the same as doing the work.Q: What is the difference between promotion and marketing?Promotion is one of the four Ps of marketing — it includes advertising, email, events, and SEO. Marketing as a discipline covers the full picture: segmentation, targeting, positioning, pricing, product, and channel strategy. Most B2B marketers today only practice promotion.#B2BMarketing #MarketingFundamentals #MarketingStrategy #B2BSaaS #SaaSMarketing #GrowthMarketing #CMO #MarketingLeadership #DigitalMarketing #DemandGeneration #MarketingROI #GTMStrategy #ContentMarketing #MarketResearch #B2BDemandGen #MarketingTips #Ipsos #FourPs #Omnichannel #Refinelabs | — | ||||||
| 3/25/26 | Stop Wasting Budget on BOTS | Are your B2B ads actually reaching humans? Dr. Augustine Fou (founder of Fou Analytics) joins Matt to expose exactly how ad fraud infiltrates Google, LinkedIn, Meta, Reddit, CTV, and programmatic — and the free, simple controls you can put in place today to stop burning budget on bots.Chapters:00:00 – Intro & Dr. Fou's Background05:37 – Google Search & Partner Network Fraud09:31 – Cookie Matching & Bot Impersonation13:58 – How to Control Google Ad Fraud17:27 – PMax & Inclusion Lists19:26 – Reddit Ad Fraud Explained22:17 – LinkedIn Audience Network: Turn It Off24:55 – CTV Fraud: What You're Really Buying34:21 – Why Programmatic Started the Problem37:50 – Inclusion Lists vs. Exclusion Lists41:05 – CPM is a Price, Not a Cost47:31 – Visual Tells: Pixel Stuffing, Non-Rendered Ads52:23 – Frequency Capping Failures#AdFraud #B2BMarketing #ProgrammaticAdvertising #LinkedInAds #GoogleAds #CTVAdvertising #BotTraffic #DigitalMarketing #B2BAdvertising #MarketingROI #FouAnalytics #mediabuying #AdTechWhat is ad fraud in B2B advertising?Ad fraud occurs when bots — not humans — are served your ads, clicking and loading them to generate fraudulent revenue for bad actors. It affects every major platform including Google, LinkedIn, Meta, Reddit, and CTV.How do I stop ad fraud on LinkedIn?Simply uncheck the LinkedIn Audience Network checkbox in your campaign settings. According to Dr. Augustine Fou, this one free action eliminates roughly 90% of the most obvious fraud on the platform.What is the difference between CPM as a price vs. a cost?CPM is a price per thousand impressions — not your total cost. A $3 CPM isn't cheaper than a $30 CPM if you're forced to buy 10x the impressions to hit your goals, most of which may be fraudulent.Is CTV advertising safe from ad fraud?No. Bad actors can fabricate CTV bid requests without owning any TV or streaming device, declaring fake inventory as premium placements. Independent third-party pixels are the only reliable way to verify where your CTV ads actually ran.What is an inclusion list in programmatic advertising?An inclusion list is a curated set of approved sites and apps where your ads are allowed to run. Since there are infinite fraudulent sites but a finite number of legitimate ones humans actually visit, starting with an inclusion list is far more effective than trying to block bad actors one by one. | — | ||||||
| 3/10/26 |  How Mature is your Marketing? (part 1: Brand, Demand, Expand) | Matt Sciannella unveils Refine Labs' newest marketing stage measurement tool: the Marketing Maturity Model.Is your business doing reactive marketing? Are you market leaders? Or are you somewhere in between, trying to scale up to a stronger presence?Matt talks through the model and how to understand which stage you may be at. | — | ||||||
| 2/19/26 |  This is why you don't trust your agency | Earlier this year, Evan Hughes conducted a survey to marketers, trying to find some insight into what they're really facing right now. Well, the results are in, and the answers to one of the questions gave us some serious pause: "What would most likely cause you to change agencies?" 33% of respondents said they can't clearly explain their impact internally. For obvious reasons, we wanted to spend some time with these answers and break down the potential reasons why marketers feel this way. Matt Sciannella took that time to dive into the potential whys behind this answer in the first episode of his new series: B2B Reality Check. | — | ||||||
| 1/27/26 | How B2B Influencer Marketing Actually Works in 2026 | Topics Covered Influencer marketing as a modern demand lever in a “feeds are flooded” environment (credibility + distribution vs polish)Building an influencer program as a repeatable system (not one-off posts)Aligning influencer strategy to GTM motion: PLG + sales-led dual motion, fast sales cycle, and audience behavior on LinkedInTalent sourcing: internal creators, power users, frontline thought leaders, executive narrative voices, and “entertainer/evangelism” creatorsUsing influencer content as paid social creative (thought leadership ads) and deciding what to amplifyProgram mechanics: 3-month trials, post cadence, onboarding, briefs, review cycles, and relationship managementIncentives tied to outcomes (PLG signup bonus, ARR percentage via UTM)Measurement options: cost per signup, CPM/efficient reach, ABM-style reach goals, qualitative signals, and attribution constraintsQuality control: “smell test” for AI slop, engagement pods, and meaningful comment engagementActivation workflow: first-hour engagement, “let it cook” windows, reporting, UTM updates for paid vs organic, and distribution trade-offsQuestions This Video Helps AnswerHow do you structure B2B influencer marketing so it drives demand (not just awareness) without becoming random acts of promotion?How should a B2B team align influencer strategy to GTM motion (PLG vs sales-led) and measurement constraints?What’s the best place to start: internal creators, power users, or external influencers?How do you choose influencer “types” (executive narrative, frontline education, entertainment/evangelism) based on goals?What contract length and cadence reduces the risk of declaring influencer “doesn’t work” too early?How do you turn influencer posts into paid social assets using thought leadership ads?What’s a practical incentive structure for creators tied to signups and revenue (UTM-based)?How do you spot inflated performance from AI-generated engagement or engagement pods?When should you promote a post, and when should you leave it organic?How can you evaluate influencer impact using CPM, reach, signups, and qualitative sales signals?Key TakeawaysIf you want results, avoid one-off influencer posts; start with at least a 3-month trial so performance can compound and audience association can form.In crowded feeds, influencer works because it combines trust with distribution; paid amplification (thought leadership ads) can make “small” creators valuable when the story is strong.Start sourcing from internal creators and product power users first; they’re cheaper, more credible on use cases, and their content can be promoted to the right audience.Make onboarding and relationships non-negotiable: demo the product, ideate together, and set a clear review cycle so feedback doesn’t show up only as late-stage Google Doc edits.Tie incentives to business outcomes and effort: bonus for PLG signups over the contract window, percentage of ARR from UTM-driven revenue, and paid boosts for high-performing posts (which also benefits the creator’s audience growth).Don’t boost everything: let posts run organically first, then selectively promote what’s likely to work in paid (not every organic winner is a paid winner).Quality control requires human judgment: scan comments and engagement patterns for meaningful conversation vs AI slop, pods, or gamed metrics. | — | ||||||
| 12/23/25 |  Embracing AI As A Designer | SummaryChris Ford, Lead Designer at Refine Labs, shares how creative professionals can harness AI without compromising artistic integrity. Speaking to an audience navigating the rapid shift toward automation in design and marketing, Ford clarifies that tools like Midjourney and Runway are accelerators—not replacements—for real strategic thinking. His journey from teen coder to strategic designer reveals the mindset shift creatives must adopt to thrive in a performance-driven, AI-infused landscape. This episode demystifies AI's impact on modern B2B marketing workflows while reinforcing the value of human empathy, nuance, and storytelling.Topics CoveredAI as a creative partner in modern B2B marketingCreative strategy in a performance-first demand gen environmentHow Refine Labs designers adapt AI for speed, not shortcutsBrand storytelling vs. AI outputCreative autonomy and process efficiencyFree and paid AI tools for image and motion designNavigating the psychological shift toward automationThe future of human creativity in AI-saturated workflowsStrategic experimentation and creative boundariesQuestions This Video Helps AnswerHow are B2B creatives using AI tools like Midjourney and Runway today?What’s the right mindset for using AI in design without losing creative control?Where should human creativity draw the line with AI-generated content?What tools help accelerate creative workflows without sacrificing originality?How should creatives adapt to AI without fearing job replacement?What is the future of creative work in AI-augmented environments?Jobs, Roles, and Responsibilities MentionedGraphic DesignerCreative StrategistPerformance MarketerContent CreatorVisual DesignerCopywriterMarketing TechnologistBrand StrategistAI Prompt Engineer (implied role)Key TakeawaysAI accelerates design iteration but doesn’t replace creative judgment or empathy.Tools like Midjourney, Runway, and ChatGPT help visualize concepts quickly and reduce time spent on repetitive tasks.Refine Labs designers use AI to test ideas faster, not to generate final creative without human input.The "line" of AI involvement depends on complexity, originality, and personal creative ethics.Being strategic with experimentation ensures AI enhances—rather than dilutes—brand quality.The coming shift isn’t AI vs. humans, but AI with humans who adapt and lead.FAQWhat AI tools does Chris Ford use most in his creative workflow?Midjourney for image generation, Runway for animation, and ChatGPT for ideation and refining language.Is AI replacing creative jobs in B2B marketing?Not directly. Ford explains that AI requires human oversight and strategy, making creatives who adapt more valuable—not obsolete.How does Refine Labs integrate AI in its design process?By using AI to accelerate idea generation and reduce manual work, while keeping creative direction and brand storytelling in human hands.Are there free AI tools creatives can explore?Yes. Midjourney offers a limited free trial, and tools like Google Gemini are free. Search “AI tools” with “free” in quotes to discover more.What’s the biggest creative challenge when using AI?Time lost on prompt engineering and editing outputs. Not all tools produce high-quality or precise results, so human refinement is still essential.Quoted Highlights“AI gives me the options, but my creativity gives me the direction.” – Chris Ford [00:09:11]“It’s not just pixels—it’s purpose.” – Chris Ford [00:22:30]“I never saw AI as a threat. I saw it as a collaborative tool.” – Chris Ford [00:05:12]“Strategic thinking without AI is still my foundation. These tools just optimize my workflow.” – Chris Ford [00:24:10]“If you want AI-created results, you need to be okay with AI-level quality.” – Chris Ford [00:21:02] | — | ||||||
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| 12/16/25 | Integrating AI into your workflow - without the hype!! | Topics CoveredAI efficiency vs. AI opportunity in modern B2B orgsUse cases across Claude, Gemini, Copilot, and ChatGPTClaude for Excel outperforming native pluginsAI-powered brand visibility audits (AIO, GEO)Building MVPs from product demos using GeminiAutomating reporting and funnel analysis with ChatGPT & GeminiCustom GPTs for keyword analysis and lead quality reviewsAI system design in regulated or high-security environmentsFramework-based AI prompting for repeatable resultsTesting rigor and prompt engineering for trustable AI outputQuestions This Video Helps AnswerHow can B2B marketing teams use AI to save time and create net-new strategic opportunities?What LLM (Claude, ChatGPT, Gemini, Copilot) is best for specific tasks like Excel, brand analysis, or creative reviews?How do I know if AI-generated reporting is accurate enough to trust?What’s a good prompt structure to consistently get usable output from ChatGPT or Gemini?How can I explain AIO (AI Optimization) visibility and results to executives?Jobs, Roles, and Responsibilities MentionedMarketing teamsSales teamsFinance and accounting departmentsHR and admin functionsDemand gen strategistsOperations and supply chain leadersAI consultants and systems integratorsCreative and copywriting leadsIT and cybersecurity teamsExecutive and portfolio leadershipKey TakeawaysAI tools should be evaluated by outcome, not branding—Claude may outperform Copilot in Excel.Reframing workflows to be AI-native rather than AI-assisted unlocks transformational gains.Demand marketers can use LLMs to streamline reporting, extract funnel insights, and improve creative alignment.Framework-driven prompting (like SPEC) helps generate consistent, high-trust outputs.Custom AI workflows (e.g., for lead scoring, brand checks) can scale across clients and teams without deep coding.Generative AI is a tool for internal enablement, not just public content. | — | ||||||
| 12/9/25 |  HOW TO: Be a Human Copywriter in the AI Era | Erik Sena, Copy Manager at Refine Labs, shares his creative journey and how AI is reshaping the modern copywriter’s toolkit. This honest and insightful discussion explores the human side of marketing innovation and the future of creative work.Speakers and RolesErik Sena – Copy Manager at Refine Labs; leads brand voice efforts internally and across client accounts, overseeing multiple writers and creative outputSteph Crugnola– Host of Stacking Growth: Called to ActionEvan Hughes – Co-host; provides perspective on marketing leadership and AI pressuresTopics CoveredEric’s path into copywriting via creativity and pop culture inspirationEarly perceptions and hesitations around AI in creative rolesEvolving use of ChatGPT for creative brainstorming and brand alignmentInternal and external pressures driving AI adoption in marketingHuman vs AI: identifying what remains uniquely human in creative outputUsing tools like creative scorecards to evaluate tone and brand matchPredictions for a more human-centric creative futurePersonal growth and reflection in a rapidly changing industryQuestions This Video Helps AnswerHow can marketing creatives embrace AI without losing their voice?What are effective ways to use ChatGPT in a brand copywriting role?How do you balance human creativity with AI-enhanced workflows?What does it mean to stay human-first in a tech-heavy marketing world?What trends are shaping the future of creativity in marketing?Jobs, Roles, and Responsibilities MentionedCopywriter, Copy Manager, Creative Director, Designer, Art Director, Screenwriter, Marketing Leader, AI Prompt Engineer (implied use), Content Reviewer, Stakeholder (internal and client-side)Key TakeawaysAI is best used as a tool for efficiency and ideation, not replacementHuman creativity, emotion, and intuition remain irreplaceable in brand messagingPressure to adopt AI stems from both time constraints and industry evolutionCreative scorecards using AI can help align content with brand toneStaying proactive and adaptable is essential in modern marketing careersTimestamps[0:01:01] Eric shares his early love for storytelling and creativity[0:02:14] Inspiration from Mad Men leads to a career pivot into advertising[0:04:33] Eric’s first real encounter with AI during the MidJourney/DALL-E rise[0:06:25] Why pressure (internal and external) pushed him to embrace AI[0:07:29] Tools used: ChatGPT as a creative partner and editing assistant[0:11:30] Use case: Creative scorecard to measure brand tone alignment[0:14:28] Coping with imposter syndrome and AI fear as a creative[0:19:42] Reflections on being a “multi-hyphenate” creative[0:23:03] Prediction: A return to human-first creativity in the next era[0:25:17] Career advice for new marketers: be proactive, think 10 steps aheadFrameworks and Concepts MentionedCreative Scorecard (internal framework to assess brand tone fit)Human-first marketing (ethos vs automation-heavy workflows)Multi-hyphenate creatives (embracing multiple creative roles)"Iron sharpens iron" mindset in creative improvementAI as thought partner vs AI as creator | — | ||||||
| 12/2/25 | Implementing Modern B2B Marketing Strategies | This conversation explores how Refine Labs drives measurable B2B SaaS growth through demand strategy, paid media optimization, creative execution, and AI-era marketing fundamentals. Listeners gain a clear understanding of how modern demand generation, positioning, and strategic rigor create predictable pipeline and revenue outcomes.Topics CoveredRefine Labs’ evolution, revenue milestones, and agency repositioningStrategic focus on digital strategy, paid media, creative production, and demand generationThe Brand–Demand–Expand model for allocating budget and improving pipelineData-driven onboarding: audits across paid media, creative, ICP, website, attribution, content, and journey frictionDemand creation vs. demand capture and how to rebalance budgetsFounder-led marketing vs. diversified marketing enginesRetention, upsell, and cross-sell as key growth levers in enterpriseAI’s real impact on marketing, strategy, measurement, and competitive advantageWebsite clarity, LLM discoverability, and digital PR for AI-era visibilityAuthenticity, trust, and human content in an AI-saturated worldQuestions This Video Helps AnswerHow can B2B SaaS companies increase qualified pipeline by 50% or more within 8 months?What should a modern B2B demand generation agency actually deliver?How do you balance budget across brand, demand creation, and demand capture?How should companies approach self-reported attribution at scale?What’s the role of founder-led marketing now that organic reach is declining?When should companies prioritize retention and expansion over new acquisition?How is AI affecting content, measurement, and go-to-market strategy?How do B2B brands optimize for ChatGPT, Perplexity, Grok, and Google AI overviews?Jobs, Roles, and Responsibilities MentionedCEOCOOChief Operating Officer (previous role)FounderAccount ManagementCustomer SuccessPaid Media ManagerMarketing LeaderCFOSalesPost-sale functionsDigital marketing teamsCreative and content teamsKey TakeawaysRefine Labs’ strongest levers remain digital strategy, paid advertising, and creative execution—these consistently deliver measurable pipeline gains.Companies often overweight short-term demand capture; rebalancing budgets toward brand and demand creation improves long-term efficiency.A rigorous onboarding process—auditing ICP, messaging, media accounts, website friction, attribution, content, and revenue history—is essential for custom growth strategy.Founder-led marketing is an asset but not a sustainable long-term strategy; brands need diversified engines not tied to one person.Enterprise companies can drive massive growth from retention, upsell, and cross-sell, often surpassing net-new acquisition impact.Authenticity, human insight, and trust are becoming more valuable as AI makes generic content ubiquitous.LLM visibility depends on consistent positioning, clear messaging, and strong third-party brand mentions—not hacks or shortcuts.AI should be used only where it improves outcomes: better insights, faster execution, smarter experiments, and strategic amplification.Frameworks and Concepts MentionedBrand–Demand–Expand modelDemand creation vs. demand captureClosed-won / closed-lost analysisIdeal Customer Profile (ICP) validationSelf-reported attributionShare of searchDigital buying journey auditRetention / upsell / cross-sell leversAI-powered benchmarking and structured experimentation | — | ||||||
| 11/25/25 | Proving Ad Impact in 2026 | This roundtable explores how B2B teams can use modern demand strategies, B2C channels, and incrementality testing to prove true ad impact in 2026. The conversation highlights omni-channel expansion beyond LinkedIn, data-driven measurement, and practical ways to validate lift across pipeline and revenue.Speakers and RolesMatt Sciannella – Host and practitioner running paid media for multiple B2B clients; shares real client use cases, lift results, and practical frameworks for measurement and experimentation.Keith Putnam-Delaney – CEO of Primer; former Dropbox growth leader; expert in B2B expansion into B2C channels, audience targeting, mobile–desktop measurement problems, match rates, and lift testing.Authority: Both speakers bring hands-on experience running B2B paid programs at scale and deep insight into attribution limits, ABM constraints, and cross-channel growth strategies.Topics CoveredRising costs and saturation in traditional B2B channels (LinkedIn, Google).Why B2B brands must expand into B2C channels like Meta, YouTube, Reddit, TikTok.Mobile vs. desktop measurement gaps and cross-device limitations.Signal loss, attribution decay, and the need for server-side events.How to validate true impact using lift tests and incrementality.CPM efficiency comparisons across channels.ABM unbundling and alternatives to large, monolithic ABM platforms.Using holdout groups, geographic lift, and omnichannel testing strategies.Real client examples showing lift in inbound, share of search, and revenue.How audience targeting tools unlock TAM expansion outside LinkedIn.Questions This Video Helps AnswerHow do B2B marketers prove real ad impact without relying on last-touch attribution?How can brands expand beyond LinkedIn and still target ICP buyers effectively?What causes demand generation inefficiency and how do you fix it?How do mobile–desktop and cross-device gaps distort performance data?What is the right way to design lift tests or incrementality experiments?How can small TAM companies still scale using B2C channels?What alternative ABM workflows exist beyond large enterprise platforms?How should B2B teams interpret rising CPMs and shrinking reach?Jobs, Roles, and Responsibilities MentionedB2B growth marketingGrowth teamsSales operations managersRevenue operations rolesVPs of MarketingRegional sales directorsMedical device surgeons (ICP example)Marketing, sales, financeInfosec teamsPLG teamsField marketingOutbound sales teamsKey TakeawaysAttribution alone cannot prove channel value; lift tests reveal true incrementality.B2B audiences exist far beyond LinkedIn, and CPM efficiency is often dramatically higher on Meta, Reddit, and YouTube.Mobile-heavy consumption breaks MTA models; server-side signals and conversion APIs are now essential.ABM can be unbundled using smaller, more flexible tools and alternative data sources.Expanding TAM and using audience targeting unlocks more reach and stronger pipeline outcomes.Share of search is a powerful leading indicator for demand creation impact.Omnichannel experimentation paired with structured test design improves confidence with finance and executive teams.Frameworks and Concepts MentionedIncrementality testingHoldout groupsChannel-based lift testsGeographic lift testsAccount list split testingLeading vs. lagging indicatorsShare of search analysisServer-side conversion APIs (CAPI)Cross-device measurementAudience match ratesABM unbundlingCPM efficiency analysis | — | ||||||
| 11/18/25 |  Being a Designer in the AI Era | 0. SummaryThis episode explores how Refine Labs lead designer Monica Beesting navigates creativity, design workflows, and authenticity in the AI era. Listeners gain practical insight into how human-driven creative direction remains essential even as AI tools expand what’s possible in modern marketing.1. Speakers and RolesSteph Cragnola – Host; marketer guiding conversations about growth, change, and modern marketing challenges.Evan Hughes – Host; marketing practitioner offering perspective on industry shifts and AI adoption.Monica Beesting – Lead Designer at Refine Labs; former museum designer turned marketing creative who brings deep experience in visual storytelling, brand identity, and conceptual design.2. Topics CoveredHow designers adapt to the rise of AI in marketingUsing AI to extend creative capability without losing brand voiceHuman art direction vs. AI-generated imageryEthical boundaries and intellectual property considerationsCollaboration patterns inside modern marketing teamsEmotional and professional pressures surrounding new creative toolsMaintaining quality and authenticity in saturated content environmentsIndividual creative processes and where AI fits within them3. Questions This Video Helps AnswerHow should creatives use AI without losing their unique voice or standards?What does “art direction” look like in an AI-driven workflow?How can brands maintain authenticity when AI-generated content becomes widespread?What are healthy boundaries for using AI in creative work?How should marketing teams think about tool adoption and individual creative processes?How do you balance efficiency with originality in a crowded content landscape?4. Jobs, Roles, and Responsibilities MentionedDesigner / Lead DesignerArt DirectorCreative Team / Graphic DesignersMarketersInterns (museum, marketing)Developers / WordPress implementationClient-facing creative roles5. Key TakeawaysAI expands creative possibility but still requires strong human direction to produce cohesive, meaningful visuals.Each designer must identify their personal boundaries and ethical comfort level with AI tools.Creative tools should reduce friction, not introduce complexity—adoption should be purposeful, not reactive.Internal collaboration, especially inside design teams, remains crucial for troubleshooting and skill building.Unique, human-driven storytelling continues to differentiate brands as AI-generated content becomes ubiquitous.Designers can embrace AI as a way to bring imaginative concepts to life—not as a replacement for original thinking.6. Frameworks and Concepts MentionedArt direction for AI-generated imagesImage curation vs. image creationConceptual storytellingWorkflow efficiency vs. creative integrityEthical use of AI and avoiding IP infringement | — | ||||||
| 11/13/25 |  Marketing Agency 101 with Megan Bowen | Refine Labs CEO Megan Bowen joins Evan Kirstel for a deep-dive into how B2B marketing must evolve for the AI era. The conversation covers modern go-to-market models, buyer-centric strategies, and how Refine Labs helps companies drive measurable pipeline growth through data, experimentation, and cultural excellence.1. Speakers and RolesMegan Bowen – CEO of Refine Labs. With 20 years in B2B SaaS at companies like Zocdoc, Grubhub, and WeWork, she brings deep expertise in modernizing go-to-market strategy and redefining marketing measurement.Evan Kirstel– Host and interviewer. Brings over 30 years in tech sales and marketing leadership.2. Topics CoveredThe evolution of B2B buying and selling from the analog to the AI era.Why traditional MQL-based marketing is outdated.The “Brand, Demand, Expand” model for full-funnel growth.Refine Labs’ AI strategy and benchmarking methodology.Alignment between sales and marketing in 2025.The future of content creation and human creativity in an AI-driven market.Building company culture around people-first principles.The Refine Labs Vault: democratizing growth frameworks and insights.3. Questions This Video Helps AnswerWhat’s fundamentally broken about traditional B2B marketing models?Why is the MQL metric no longer a reliable measure of success?How should marketers adapt to buyer-led decision-making?What is the “Brand, Demand, Expand” framework, and how does it work?How is AI transforming marketing operations and customer acquisition?How can companies build a people-first culture that drives performance?4. Jobs, Roles, and Responsibilities MentionedCEO, CMO, VP of Marketing, Sales teams, Customer Success and Account Management, Marketing Operations and Creative roles, Content strategists and paid media managers5. Frameworks and Concepts MentionedBrand, Demand, Expand (three-pillar GTM framework)Ideal Customer Profile (ICP)Buyer-centric marketingAI-powered benchmarksRevenue funnel analysis and pipeline conversion optimization6. Related ResourcesRefine Labs: https://www.refinelabs.comThe Vault: access to Refine Labs frameworks and community.HubSpot (mentioned as part of inbound marketing evolution)Grandin Holdings (Refine Labs investment partner) | — | ||||||
| 11/4/25 |  B2B Growth: Fundamentals and Future | Megan Bowen, CEO of Refine Labs, shares the core fundamentals behind modern B2B growth. She explains how buyer behavior has shifted, how marketing must evolve, and what it takes to build a profitable, scalable go-to-market engine rooted in focus, data, and customer understanding.Topics CoveredEvolution of B2B buying: analog → website → dark social → AI era.Aligning go-to-market around buyer behavior.Ideal Customer Profile (ICP) definition and validation.Strategic narrative development using Andy Raskin’s framework.The “Brand, Demand, Expand” model for growth.Simplifying measurement: attribution, share of search, and split-the-funnel analysis.Sales and marketing alignment through shared goals and accountability.Building efficient, profitable revenue systems.Questions This Video Helps AnswerHow has B2B buying behavior evolved and what does it mean for marketers?What are the most important elements of a modern go-to-market strategy?How can you define and operationalize an ideal customer profile?What is a strategic narrative and how does it drive company alignment?How should marketing and sales collaborate to achieve efficient growth?What metrics actually matter when measuring pipeline performance?Jobs, Roles, and Responsibilities MentionedCEO, CMO, VP of Sales, RevOps Lead, Account Manager, Customer Success Manager, Marketing Manager, BDR/SDR, Product Manager, Private Equity Partner, Founder.Key TakeawaysFocus beats complexity: simplify your go-to-market strategy around what works.The best companies deeply understand buyer behavior shifts and adapt early.A validated, data-driven ICP ensures efficiency and profitable growth.A strong strategic narrative, backed by leadership, drives internal and external alignment.Growth requires balanced investment in brand, demand, and expansion.Align marketing, sales, and finance goals to create predictable, sustainable performance.Measurement should prioritize insight and decision-making over vanity metrics. | — | ||||||
| 10/28/25 | Get Started: Performance Marketing Plays that WORK | Refine Labs’ Stacking Growth roundtable, hosted by Matt Sciannella with guest Ky Shaw of DemandOS, dives deep into performance marketing plays that generate real pipeline fast. The discussion covers tactical frameworks for aligning with sales, running direct-response ads, and launching actionable campaigns that drive measurable results in B2B environments.Topics Covered-How to build pipeline through performance marketing plays that actually work-Aligning marketing with sales via pipeline activation projects-Structuring high-intent offers for low-brand-recognition companies-Best practices for direct-response advertising and manual bidding on LinkedIn-Frameworks for upstream problem-solving and content offer creation-Designing tools, calculators, and incentivized demos that convert-Evaluating signal strength and intent from leads-Examples of competitive and industry-specific campaign executionQuestions This Video Helps Answer -How can marketing and sales collaborate effectively to activate pipeline quickly?-What performance marketing plays are working best in B2B right now?-How can you design content offers that signal strong buying intent?-What’s the right way to use incentivized demos without attracting low-quality leads?-How can marketers tailor campaigns for competitive versus novel markets? | — | ||||||
| 10/21/25 |  How to Thrive in the New Era of Marketing | Megan Bowen was featured on the most recent episode of Tech Impact, hosted by Evan Kirstel. We're excited today to release the full interview, including extra questions that weren't aired in the TV segment. She touches on the new era of buying behavior, our Brand, Demand, Expand strategy, and how AI has impacted the marketing agency landscape. Want to learn how to thrive in this new era of marketing? Listen in! | — | ||||||
| 10/7/25 |  How to Bridge the Attribution Gap | Sidney Waterfall | Called to Action is back with Sidney Waterfall to walk us through her journey as a marketer blending qualitative data with quantitative insights, and how that can help bridge the attribution gap.Sydney shares her journey and emphasizes the power of qualitative data, like self-reported attribution, and how it complements quantitative analytics to foster business growth. Her unique approach lies in blending both data sets to inform strategic decisions and improve marketing functions. Sydney discusses significant career transitions, emphasizing pivotal moments that shaped her marketing philosophy. Furthermore, she'll share the role of intuition in making strategic marketing decisions and how qualitative feedback can validate gut feelings effectively. Throughout the episode, Sydney illustrates the importance of adapting to changes in marketing paradigms, such as the integration of AI and the growing importance of voice-of-customer data.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment #data #attribution______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Sidney WaterfallConnect with the hosts:Evan HughesSteph Crugnola | — | ||||||
| 9/30/25 |  How to capture, create, and convert demand in the AI era | 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 – and we dive deep into the evolution of buyer behavior from the analog buying era all the way through to where we are now in the AI era. We explore why 96% of the buying process now happens before prospects ever talk to your sales team, and Megan breaks down her game-changing framework that’s helping B2B companies completely rethink how they approach demand generation. Trust me, you’re going to want to have a pen and paper handy for this one because we’re going beyond the surface-level funnel nonsense that everyone else is teaching.My guest today is Megan Bowen, CEO of Refine Labs, and she’s someone I have tremendous respect for because she actually eats her own pudding. With over 20 years of experience building and scaling go-to-market teams across B2B industries – including companies that achieved IPOs and acquisitions – Megan co-founded Refine Labs in 2020 with a mission to completely change how B2B companies approach their go-to-market strategies. What I love about Megan is that her leadership philosophy isn’t some theoretical framework from a business book – it’s rooted in real-world experience as an individual contributor, people manager, and executive leader. She understands that without customers, you don’t have a business, and she’s laser-focused on creating the conditions for long-term relationships and meaningful results.KEY TAKEAWAYS:Volume-based funnel marketing fails because high-intent leads convert at 25% while low-intent leads convert at less than 1%Use “split the funnel analysis” to show the dramatic difference between lead quality and stop wasting budget on low-intent leadsBy 2030, nearly 100% of buying decisions happen before sales calls, making self-service information criticalPut pricing, social proof, and competitive advantages directly on your website to eliminate buyer frictionBrand marketing gets you into buyers’ “day one consideration set” before they start searching for solutionsDark social is the invisible 6-12 month buying cycle where prospects research before visiting your websiteCreate content that actually solves buyer problems rather than just promoting your servicesTalk to your customers regularly to understand their evolving needs and grow beyond seven figures Growing your business is hard, but it doesn’t have to be. In this podcast, we will be discussing top level strategies for both growing and expanding your business beyond seven figures.The show will feature a mix of pure content and expert interviews to present key concepts and fundamental topics in a variety of different formats. We believe that this format will enable our listeners to learn the most from the show, implement more in their businesses, and get real value out of the podcast. Enjoy the show.Please remember to rate, review and subscribe to the podcast so you don’t miss any future episodes. Your support and reviews are important and help us to grow and improve the show." | — | ||||||
| 9/23/25 | Complete Breakdown: Brand. Demand. Expand. | 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 advocacy to enrich demand-generation efforts and using AI to enhance matchmaking between prospects and existing clients. With insights from real-world applications, Megan and Gianna elucidate why businesses must align sales and marketing strategies and adopt a proactive stance on expanding through advocacy. The duo also addresses the significance of correct budgeting, emphasizing that while demand often receives adequate funding, both brand and expand need stronger financial backing to foster long-term profitability and growth.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #ctv #connectedtv______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guests:Gianna ScorsoneConnect with the host:Megan Bowen | — | ||||||
| 9/16/25 |  Why Storytelling is Crucial for Brand Marketing | Liam Moroney | 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 highlights key challenges faced by marketers in tech, especially in convincing stakeholders about the value of storytelling and brand awareness. Liam discusses how understanding the fundamentals of marketing and human behavior fosters better brand development and market reach. Stressing the significance of storytelling as a tool to improve brand recall and customer connection, Liam shares strategies for changing leadership mindsets resistant to traditional perceptions. This episode is rich with insights for marketers, challenging existing paradigms and encouraging more proactive approaches in achieving effective growth.Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment #storytelling #brandmarketing______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the guest:Liam MoroneyConnect with the hosts:Evan HughesSteph Crugnola | — | ||||||
| 9/9/25 | Measuring Marketing: A Complete Breakdown | 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 versus cost fails to capture the true impact of marketing efforts.Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison | — | ||||||
| 9/2/25 | How to Calculate ROI | 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 on current period revenue versus cost fails to capture the true impact of marketing efforts.Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing ______Subscribe to Stacking Growth on Spotify and YouTubeLearn More About Refine LabsSign Up For Our NewsletterConnect with the hosts:Matt SciannellaDale Harrison | — | ||||||
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