Stacking Growth | The B2B Marketing Podcast

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

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.

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.

A survey sparks a deep dive into why marketers lose trust in their agencies. Topics include attribution challenges, how North Star metrics warp tactics, and why booked meetings may be a better signal. Discussion covers diagnosing onboarding constraints, testing paid media rigorously, and using CRM signals to validate channel impact. The episode stresses clear mandates, alignment, and experimentation for better agency relationships.

Todd Clauser, creator/influencer specialist who runs outreach and activation at Aligned, and Ashley Lewin, head of marketing running Aligned’s B2B influencer program, discuss using influencer marketing as a repeatable demand lever. They cover aligning influencer strategy to PLG + sales-led motions, which creator types to start with, three-month trials and onboarding workflows, turning creator posts into paid creative, incentives tied to signups, and spotting fake AI engagement.

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]

Join Carl Yeh, co-founder of Zero to 60 AI, as he cuts through the AI hype to reveal its practical applications in B2B environments. Discover how Claude outshines Copilot in Excel tasks, and learn about automating brand audits with AIO. Carl emphasizes the significance of rethinking workflows to be AI-native, unlocking strategic opportunities. He also explores using Gemini for multimodal data analysis, and shares insights on ensuring AI accuracy in reporting. If you're curious about actionable AI integration, this conversation is packed with gems!

Erik Sena, Copy Manager at Refine Labs, discusses his journey from creative inspiration to copywriting under the influence of AI. He shares how tools like ChatGPT can enhance brainstorming while maintaining brand voice. Erik delves into the pressures driving AI adoption in marketing and the balance between human creativity and technology. He emphasizes the importance of nurturing human artistry and predicts a future shift towards more culturally aware, human-centered work. Tune in for insights on thriving in a tech-heavy creative landscape!

Megan Bowen, CEO of Refine Labs and expert in B2B demand generation, shares her insights on driving SaaS growth. She discusses how to achieve a 50% increase in pipeline through strategic onboarding audits and the importance of balancing demand creation with demand capture budgets. Megan emphasizes the role of AI in marketing, advocating for authenticity and human-driven content as key advantages in a crowded landscape. She also explores the evolving landscape of marketing agencies, predicting a shift towards strategic consultancy over mere execution.

Keith Putnam-Delaney, CEO of Primer and ex-Dropbox growth leader, shares insights on proving ad impact in 2026. He discusses the shift from traditional B2B channels like LinkedIn to B2C platforms such as Meta and YouTube. The conversation highlights challenges like signal loss and mobile measurement gaps. They explore the benefits of lift tests and incrementality for validating ad effectiveness. With real client success stories, they emphasize the importance of omnichannel strategies and customized tools over monolithic ABM. Prepare for a transformative 2026!