Stacking Growth | The B2B Marketing Podcast

Ashley Lewin, Senior Director of Demand Generation, joins Steph Crugnola to talk about Demand Gen Dashboards and KPIs. In this episode, Ashley talks through the philosophical standpoint of zooming out to look at Demand Gen as a holistic business outcome vs a highly segmented channel specific outcome. She also covers the differences between a traditional lead gen reporting and Refine Lab's unique approach See the video on our ⁠⁠⁠YouTube Channel⁠

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this episode, Evan talks through the Refine Labs Paid Media Strategy, and how it uses Create, Capture, and Convert Demand to make a smooth transition. He also discusses budgeting and how to implement the change in real time. See the video on our ⁠⁠YouTube Channel⁠

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this third episode, he covers results he has observed in companies that make the shift from Lead to Demand Gen and the fasibility of a mixed approach. See the video on our YouTube Channel

Refine Labs CEO Megan Bowen hosts Adam Robinson, CEO of Retention.com, to discuss R! B2B: a revolutionary new tool that's changing the game for outbound marketing. R! B2B goes beyond the typical account-level data provided by competitors and delivers personal-level website visitor identification. The tool captures invaluable intent signals by reporting which key decision-makers are visiting your site. Megan discusses how this cutting-edge technology aligns with Refine Labs' own philosophies and strategies, sharing her firsthand experience with the tool after just a few days of implementation. The episode dives into practical strategies on how to leverage these intent signals to foster genuine connections and drive effective sales outreach. With Adam's insights and Megan's keen interest in integrating the tool into Refine Labs' go-to-market strategy, listeners will gain a deep understanding of how to transform medium-intent website visits into high-intent business opportunities.

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In the second episode, Evan talks about the way the buyer journey has evolved into a more independent process, and defines Dark Social. See the video on our ⁠YouTube channel

Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy. In this first episode, he covers Demand Generation as it's defined right now, including Create, Capture, and Convert Demand. See the video on our YouTube channel

Sydney Sloan, CMO of Drata, discusses timing in your career and finding the right opportunity. She shares her experience of taking time off to recharge. Sydney emphasizes the need for balance and building relationships. She talks about measuring marketing impact, the changing landscape of marketing, including AI, and the importance of digital sophistication.

Lane Scott Jones, Head of Content at Zapier, talks about the challenges of transitioning from an agency to in-house role and the need for content to be seen as a strategic function. She shares insights into Zapier's content team structure and the impact of content on the company's ROI.

Nate Nasralla, co-founder of Fluint, joins Cassidy and Carl to discuss the shift in the sales process, emphasizing the need for tailored content and the power of narrative-based business cases. They explore the importance of aligning sales initiatives with company goals and uncovering existing changes in a business. They also discuss the impact of narrative structure in communication and the value of marketers listening to sales calls.

“If you don’t know more than them about the decision they’re making, they don’t need you at all” Cassidy and Carl were joined by Anthony Iannarino to follow him through the development of his innovative sales process. He details the inspiration and first experience with this style of selling, and then how he used it to move his and other careers forward. He stresses the four most important things that this strategy establishes: Creating Value Immediately Positioning Yourself as an Expert/Authority Answering: Why Change Making it Easy to Get a Second Meeting He also suggests that SDRs should be involved in the total sales process to learn the language of the client, making the whole team more effective in communication. Finally, he previews his upcoming book Negativity Fast, and the top lesson everyone can learn from it.