Why Your Pipeline Dried Up (And What Your Agency Won't Tell You) | Megan Bowen, CEO of Refine Labs

About this episode

Megan Bowen discusses the challenges of demand generation in B2B marketing and the skills marketers need to succeed.

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

People in this episode

Guest: Megan Bowen

Topics covered

• B2B marketing
• demand generation
• brand strategy
• marketing attribution
• change management
• AI in marketing
• agency leadership

Keywords

• demand capture
• demand creation
• marketing ROI
• pipeline growth
• B2B marketer skills
• no-asshole client rule
• change management playbook

Mentioned in this episode

Organizations: Refine Labs

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