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, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes. The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing.  Key Takeaways: Implement effective conversion tracking by integrating UTMs into your CRM system to accurately assess keyword and campaign performance. Balance your budget between demand capture and demand creation strategies to avoid overspending on Google Ads and invest in medium to long-term brand building. Structure non-branded campaigns by separating high-intent keywords from low-intent keywords to ensure efficient budget utilization and targeting. Experiment with dynamic search ads and competitor campaigns to glean insights into consumer behavior and identify new keyword opportunities. Continuously refine ad copy and remain flexible with Google's evolving algorithms and SERP formats to maintain a competitive edge in a changing digital environment. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

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 with modern marketing tactics in order to enable your company to optimize its growth trajectory in an increasingly competitive market. Key Takeaways: Core Shifts in B2B SaaS: The landscape has changed significantly post-pandemic, emphasizing the need for updated digital strategies that focus on long-term growth and adaptability. The Role of Data in Planning: Historical data analysis and common sense are key components of setting realistic, data-driven marketing goals that align with business objectives. Importance of Brand Awareness: Despite the pressure for immediate ROI, investment in brand awareness is crucial for sustained business growth and should accompany demand generation efforts. Content Strategy as a Differentiator: A well-rounded and strategic approach to content creation, focusing on different stages of the customer journey, is essential for engaging potential buyers. See full videos and more on our YouTube channelStay on top of all Refine Labs news and events by subscribing to our newsletter.

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 strategies. Kerri articulates the nuances of using tools such as ChatGPT, Microsoft Copilot, and Google Gemini in creating targeted, effective paid media campaigns. The conversation covers the importance of understanding customer data, competitor analysis, and the integration of AI in crafting messaging that resonates with specific audience needs. With insights on the ever-evolving landscape of digital marketing, listeners are guided on how to stay ahead of the curve with AI-enhanced strategies that deliver tangible results. See full videos and more on our YouTube channelStay on top of all Refine Labs news and events by subscribing to our newsletter.

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 newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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 and intention behind each episode. The conversation covers essential roles for podcast success, including the architect, host, creative, and distributor, and offers practical advice on developing these skills within a team. They also highlight the significance of content distribution across various platforms and building a strong network in the podcasting space.

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 by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

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 what's coming in Q4: B2B Marketing Roundtable w/ Refine Labs —a live, three-part series to help you fine-tune your 2025 strategy and make the most of your paid media. Our CEO, Megan Bowen, VP of Marketing, Evan Hughes, and other Refine Labs experts will be talking through the practical stuff that really matters when it comes to your 2025 plan.   Here’s what we’ll cover: October Session: Goal Setting for 2025 – How to plan for success without locking yourself into something rigid. November Session: Paid Media Efficiency – How to stop overspending and get more from your budget. December Session: Driving Real Change in Your Go-to-Market – How large organizations can make impactful, lasting changes.  

In our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative.    Key takeaways include: The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies. Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos. Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly.   If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including Marketing in Competitive Categories, featuring Kyle ColemanScaling a Demand Engine, featuring Alice De Courcy Leveraging Social and Community to Create Demand, featuring Dave Gerhardt

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she talks about the important tools to refresh and rely on when building a Data Democracy. She covers how to make sure your self serve data tools and CRM are user friendly and accessible, aligning measurement and metrics between sales and marketing, and when to bring in an objective, third party agency to help kickstart the process. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our July Expert Session, Chris Walker was joined by Tom Wentworth, CMO @ Recorded Future, to talk about GTM programs and Marketing ROI. Their discussion focused on guiding marketers aspiring to senior roles, offering rich insights into account selection, demand creation, and the relationship between marketing and finance. Tom emphasizes the importance of narrowing down account focus, even for large enterprises, suggesting that a smaller, targeted set of accounts can yield better results. They dig into practical challenges and solutions in demand creation, attributing their lower cost per opportunity to a more strategic allocation of marketing spend. Tom’s advocacy for direct mail as a unique, effective tactic highlights an often-overlooked channel. Moreover, the value of robust financial relationships, notably with the CFO, and the innovative use of a news organization to drive engagement and brand authority are discussed in depth. Then, they spent time on listener questions, going into the specifics of Direct Mail tactics and messaging. 

Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she talks about what Data Democratization is, what it looks like within a company, and the benefits it can bring for your teams. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Evan Hughes joined Stacey Danheiser and Sarah Breathnach on a live Rev Genius event focused on delivering effective strategies for scaling companies. They address how to stand out in competitive markets, define ideal customer profiles, leverage content creation, and harness AI in marketing.  Packed with actionable advice on aligning sales and marketing teams, optimizing marketing metrics, and fostering effective communication with executives, this episode is a must-listen for anyone navigating the fast-paced world of demand generation and startup growth. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Libby Schell and Malin Wijenayake join Steph Crugnola on Stacking Growth Snacks to deliver a masterclass on remarketing and retargeting. In this episode, they cover Experimentation - how to stay ahead of the game, create new campaigns with existing content, playing with format and where they see things heading in the future. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

From the Founder-Led Marketing Show:  “Megan Bowen is the CEO at Refine Labs. Refine Labs allows you to launch, optimize, and scale digital strategies to improve key metrics: pipeline, revenue, and reduced customer acquisition costs. In this episode we are talking about:  - The Biggest Challenge from COO to CEO - The CEO LinkedIn Playbook - How to Convince Executives to Post on LinkedIn -The Impact of Founder-Led Marketing on Brand Awareness - Selling to Different Market Segments” See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Libby Schell and Malin Wijenayake join Steph Crugnola on Stacking Growth Snacks to deliver a masterclass on remarketing and retargeting. In this episode, they cover Measurement - how to keep an eye on analytics and what trends to learn from, Budget allocation - what percentage to typically invest in each ad type, and Experimentation - different test formats that have started to show positive signals. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

From Breaking B2B: ►  Is it really possible to start paid ads too soon as a b2b company? Sam talks to Megan Bowen, CEO @ Refine Labs. They cover: 👉 5 milestones to nail before investing in paid ads 👉 How to nail each with a step-by-step 👉 Setting yourself up for success with b2b paid ads See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Libby Schell and Malin Wijenayake join Steph Crugnola on Stacking Growth Snacks to talk about Remarketing campaigns. They cover the main objectives to consider when launching a campaign, and how to tailor your audiences most effectively. They also cover the basic process on building the campaign. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

From Becoming a Hiring Machine “In this episode, Sam is joined by Megan Bowen, CEO at Refine Labs, to talk about the power of founder-led marketing and sales. Refine Labs is the definition of a founder-led company, with founder and former CEO Chris Walker's persona being the building block.  Throughout the conversation, Sam and Megan discuss founder-led sales and founder-led marketing, and the importance of acquiring customers and creating content that speaks to the problem you solve — so that customers come to you already having context for what you do and how you do it, rather than having to build trust from the ground up.  In short: Founder-led marketing and sales can help your company build trust, credibility, and expertise — which can have a major impact on the sales process. And it wouldn't be a BAHM episode with practical tips for getting started today — so you can count on Megan to bring you actionable steps for getting started with founder-led marketing and employee advocacy.  This conversation is part of our month-long series on business development for recruiters. Enjoy this episode and want to learn more about how to incorporate winning BD strategies into your workflow? Check out the rest of this month's episodes!” See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Senior Copywriter Erik Sena joins Steph Crugnola on Stacking Growth Snacks to talk about Establishing a Unique Brand Voice. In this episode Erik digs into the do's and don'ts of copywriting, how to approach a style guide, and staying ahead of the competition without sacrificing your why. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

From Unpolished MBA Podcast: Megan Bowen, CEO of Refine Labs, joined us to discuss innovative marketing strategies. Megan, a recognized figure in the marketing industry with a 17-year career in B2B SaaS companies, shares insights on common marketing leadership mistakes under pressure for revenue targets, the necessity of organizational alignment, and the importance of high-quality lead acquisition. The conversation touches on organic social strategies, collaborative forecasting for realistic goal setting, and the utilization of data for improved marketing decisions. The episode is filled with practical advice for business owners, marketing leaders, and those looking to optimize their company’s growth strategies within budget constraints.

Senior Copywriter Erik Sena joins Steph Crugnola on Stacking Growth Snacks to talk about Establishing a Unique Brand Voice. In this episode Erik covers how to stay consistent with your brand's voice while finding ways to stand out and break through the noise in saturated markets. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our June Expert Session, Chris Walker was joined by Kyle Coleman, as they talk about Marketing in competitive categories. Chris and Kyle explore the vital strategies companies need to adopt to stand out in saturated markets, focusing on the power of differentiation, effective positioning, and leveraging novel technologies like generative AI. They discuss Kyle's rich experience in hyper-competitive industries, from his days at Looker and Clari to his current role at Copy AI. They emphasize the importance of having a unique message and strategy to compel potential customers and drive business success. Kyle shares invaluable insights into the balance between speed and perfection in go-to-market strategies, practical tips on utilizing AI for SEO and content creation, and how to enable smaller marketing teams to punch above their weight with limited resources. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Senior Copywriter Erik Sena joins Steph Crugnola on this episode of Stacking Growth Snacks to talk about Establishing a Unique Brand Voice. In the episode Erik covers how to find your voice as a brand - the factors to consider, strategies to employ, the importance of finding your 'why', and the research that will help support your journey. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Chris was joined by Peep Laja for an in-depth conversation on messaging. Dedicated to unraveling the significance of target customer insights, the discussion digs into the tangible impact that effective messaging and validation can have on demand generation strategies and sales velocity. This session is a deep dive into the processes and methodologies used in message testing and the resulting ability to sharpen go-to-market approaches. The dialogue initially sets the stage with a high-level overview of the necessity of message testing, followed by a practical guide on conducting this qualitative research. Peep provides a compelling rationale on why messaging should be clear, relevant, compelling, and differentiated. The conversation moves on to discuss symptoms unique to companies that lack such feedback from their target demographics and how it can stealthily affect their business capabilities. Chris and Peep both stress that real-time customer insights are crucial and should be an ongoing activity to dynamically inform business strategies If you want to have a conversation with Chris and present your current questions, roadblocks, or projects you’re working through, make sure to attend this weekly event every Tuesday at 12 central. Register here. Can’t make the event but have a question for Chris? Submit it here. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience! In this episode they focus on working with sales to increase conversion rates, including nailing the first meeting, making your research count, and making your CRM the source of all truth. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

On the April Expert Session, Chris Walker was joined by CS2’s Crissy and Charlie Saunders to do a deep dive into Marketing Operations to support measurement of Demand Strategies and Programs. They discuss key requirements to set up a measurement framework to measure the effectiveness of demand programs including pipeline sources and how to think about funnel tracking. They also answer audience questions.  Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience! In this episode they walk through how to refine your website conversion process, how to leverage the people involved on all sides, and use technology to streamline the customer experience. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our March Expert Session, Chris Walker was joined by Navattic’s Natalie Marcotullio to explore the nuanced strategies around leveraging influencers and advisors within marketing strategies. As a topical issue amidst the dynamic terrain of B2B marketing, particularly within LinkedIn circles, their conversation sheds light on the practical implementation and tangible benefits of such programs. Natalie explains the conception and execution of Navattic’s Advisor Program, and discusses the unique balance between strategic advisement and influencer advocacy, stressing the importance of aligning such programs with a company's ICP. She succinctly clarifies the program's structure that not only encompasses promotional endeavors but also heavily relies on strategies that guide the product's market trajectory. Further, she lays out their compensation structure and the significant role that direct revenue sharing, alongside monthly payments, plays in cultivating a robust, engaged advisory board. Key insights are revealed into the essential elements of nurturing these advisor relationships. This includes maintaining a manageable number of advisors, gauging direct business referrals, appreciating the value of these advisors' strategic insights as much as their promotional influence, and the critical need for multifaceted measurement to capture true ROI. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined again this week by Sidney Waterfall to talk about The Inbound Buying Experience! In this episode they define the inbound buying experience, talk about ways to optimize the process for your buyers, and cover core KPIs and measurement tools. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

In our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace.  Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about how to craft your headlines and images to stand out, how to effectively manage budget, and how to balance other programs to make the most of your paid search. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠.

For our first Expert Session of 2024, Chris Walker was joined by Exit Five’s Dave Gerhardt to talk about how Social and Community can help create demand. The conversation kicks off with an overview of how companies can leverage communities and influencer partnerships to diversify their marketing strategies beyond LinkedIn and Google paid budgets. This episode promises to arm listeners with unconventional yet practical tips to take their digital strategies to new heights. Chris and Dave explore the nuances of creating and nurturing owned company communities. They discuss the success metrics that truly matter and the distinctions between communities as stand-alone entities versus those adjunct to SaaS companies. The second part of the episode pivots to unpack the emerging roles of influencers, or key opinion leaders, in the B2B sector. They shed light on the symbiotic nature of these partnerships and the importance of authenticity and strategic alignment. Insights into LinkedIn's algorithm changes and content distribution strategies pepper the conversation, providing a grounded perspective for B2B marketers aiming to make their mark in an increasingly crowded digital space. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about the results typically seen in an audit, what to do with those insights, and next steps to take to make sure your data stays clean and efficient. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠.

Our host, Steph Crugnola, is joined this week by Ryan Olestro, Senior Performance Marketing Manager, to talk about Paid Search Audits. In this episode they talk about the foundations of a paid search audit, the steps of the process, and who should be involved. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠⁠.

Megan Bowen joined Jennifer Mancusi, CEO of Growgetter, on the Marketing, Demystified podcast to explore the dynamics of adapting to change in marketing strategies for B2B SaaS companies. With the rapid evolution of business environments, Megan explains why traditional lead generation strategies might be holding companies back, and how shifting towards a demand generation approach can pave the way for sustained success. Jen and Megan delve into the core differences between lead gen and demand gen, and Megan shares her insightful analysis on how companies can navigate this transition. They discuss the importance of aligning marketing strategies with broader business goals and the necessity of having a data-backed business case to foster change.  See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about editing and distribution - how can you communicate with your editing team (or learn the tools yourself!) to follow through with your initial goals and vision. Also, once you have a final episode and many short clips to repurpose, how do you get them to your audience? See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠⁠.

At Skale’s 2024 Demand Conf, Megan Bowen hosted a presentation and Q&A onthe evolution of buyer behavior and the key pillars of modern demand generation strategy. Megan traces the transformation of buying processes over the last few decades, moving from the analog era of the 1990s to what she calls the "dark social era" of today. She provides a roadmap for B2B marketers to adapt their strategies, emphasizing the importance of aligning with how buyers conduct their research and make purchasing decisions in the current digital landscape. The episode breaks down the shift from traditional lead generation tactics to modern demand gen strategies, highlighting the importance of quality over quantity. Megan articulates how companies can optimize their marketing efforts by focusing on demand creation, capture, and conversion. Using a data-driven approach, she encourages marketers to adopt high-intent strategies and offers practical advice on setting budgets and prioritizing channels. Megan also discusses the significance of having clear and specific CTAs on websites and the role of personalized messaging in successful campaigns. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about tech - how can you set up your space to capture the best video and audio quality for your experience level and budget? See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠⁠.

On today’s episode of Stacking Growth, Megan Bowen hosts Max Maurier, VP of Growth Marketing at Trellix, to talk about alignment. The central theme is the evolving necessity for marketing alignment beyond the traditional sales focus, especially emphasizing financial alignment. Max brings a fresh perspective to the table, highlighting the importance of aligning marketing with finance to understand how they measure success, which can often differ from what sales wants. Max shares insights from his extensive career, revealing that true alignment is multifaceted and involves understanding current state models, goals, and definitions before suggesting changes. He emphasizes the critical nature of building a business case rooted in financial metrics to achieve buy-in across various organizational levels. This episode is a must-listen for B2B marketers looking to shift their alignment strategies to include financial goals and overcome common challenges related to data quality and cross-functional collaboration. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter

Our host, Steph Crugnola, is joined this week by Miles Campbell, our man behind the camera who is jumping out in front just for y'all! In this episode they talk about how to set constructive and purposeful goals for content and video strategy. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠⁠.

On today’s episode of Stacking Growth, MJ Smith walks Matthew Sciannella through the detailed process of updating a company's strategic narrative. As the CMO at CoLab, MJ shares insights on how to reshape a company's narrative to keep up with changes in the market and internal innovations. Together with other leaders, MJ analyzed the reasons to re-work their strategic narrative, and in the episode she points out the step-by-step process they used to develop a narrative that both the sales team and top prospects could relate to. MJ made changes mainly because product design has become more complex, and teams have grown more specialized. She clarified how old systems harm enterprise workflows and showed the link between top-notch engineering and successful manufacturing. The updated narrative is a practical example of integrating leadership ideas with detailed feedback from customers, merging various points of view into a unified and effective message. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here. 

Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. In this episode they talk about giving feedback to get to the most collaborative final draft in an effective and positive way. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠⁠ subscribing to our newsletter⁠⁠⁠⁠.

From RevOps Corner: In this episode of The RevOps Corner, our host Eddie Reynolds sits down with Megan Bowen, CEO at Refine Labs – one of the top marketing agencies for B2B SaaS scale ups. You'll learn about: Hybrid marketing attribution (blending the attribution between software and self-reporting) Measuring the effectiveness of marketing all the way through to revenue And breaking it down by each channel within marketing that contributes to that revenue As well as the most common mistakes made in B2B SaaS marketing and how to fix them Refine Labs has some exciting content updates coming soon with their product, The Vault, where you can get access to everything you need to know to implement their strategies at your own company. Be sure to check it out!

Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. In this episode they talk about how to maintain brand identity while pushing boundaries, effectively entertaining your audience, and creating scroll stopping ads. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠ subscribing to our newsletter⁠⁠⁠.

Megan joined Justin Norris In a recent Revops FM episode to discuss her professional experiences and development. Megan talks about the difficulties and successes in growing an agency that has become a B2B marketing standard-bearer. She offers insights into the strategies that spurred their remarkable expansion. From RevOps FM:  Refine Labs has had a seismic impact on B2B marketing. Whether you agree with their philosophy or not, it's hard to deny its influence. They've set the agenda, defined the terms of the debate, and challenged many aspects of the status quo. Former CEO Chris Walker catapulted the agency to prominence with his LinkedIn thought leadership. But behind the scenes, there's also been an intricate operational odyssey to scale Refine Labs from scratch to nearly 100 employees. Today's guest, Megan Bowen, partnered with Chris from the beginning as COO before taking over as CEO in January of 2024. In this no-holds-barred episode, she shares an operational perspective on building Refine Labs, with candid stories and insights about scaling a service-based business, riding the hyper-growth rollercoaster, and weathering economic storms. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Kyle Coleman will take place on June 6 at 12pm central. Register Here.

Check out our new partnership with Aspireship⁠⁠⁠ Our host, Steph Crugnola, is joined this week by our truly magical Lead Designer, Monica Beesting. They talk about getting everyone on the same page when you begin to tackle designing (or re-designing) your company's creative strategy. See the video on our ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠YouTube Channel⁠⁠⁠ Stay on top of all Refine Labs news and events by⁠⁠⁠ subscribing to our newsletter⁠⁠⁠.

Megan joined Chris DuBois on the Agency Forward Podcast to talk about how changing buyer behavior has affected and impacted agencies. Megan talks through the contradicting truths that people hold, how they know they should change their agency playbook with the evolution in buying behavior, but don’t follow through on changing their processes. She goes through the components that make a strong, stand out agency, and highlights the importance of highlighting your team’s experience as the product customers are getting. Megan gives tactical advice to CEOs on building a core strategy that works. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here. 

Megan joined Timy to chat about the facets of her life and career that led her to be the leader she is today. Their discussion encompasses Megan’s initial aspirations, followed by critical decisions that were instrumental in her success. Her story offers both motivation and practical advice for aspiring professionals. Megan elaborates on her significant life experiences, highlighting the distinct concepts of self-assurance and self-worth. Her professional trajectory is distinguished by notable accomplishments, especially in the areas of customer retention and relationship management. Megan engages in a nuanced exploration of leadership from a female vantage point. She offers striking observations on the prejudices and obstacles encountered by women in a professional setting, providing a frank examination of her progression through a challenging and noteworthy career. See the full video and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter. The next Expert Session, featuring Peep Laja will be on Thursday May 16 at 12pm central. Register here.