Stacking Growth | The B2B Marketing Podcast

We're kicking things off in Season 3 with a brand deep dive featuring our Chief Growth Officer, Cassidy Shield, and CMO of Zappi, Yvonne O'Brien. Key questions to ask yourself: Do your prospects have an emotional connection to your brand, and how do you build that connection in a space with huge competitors? A few more topics include brand activation, foundation, how to consistently test & learn, and what you can translate from B2C to B2B. Take a listen and make your brand more valuable and distinctive after absorbing this marque episode.

Welcome back! Cassidy, Carl, and the rest of the Refine Labs crew have returned for Season 3 of Stacking Growth. This "State of the Union" episode features Cassidy Shield, Chief Growth Officer, and Carl Ferreira, Director of Sales, setting the table for whats to come this season. Brand, creative, differentiation in B2B, coaching, alignment are just a handful of the topics we'll chop up for this third season. We're excited to be back and hope you are, too!

There’s no better way to start the year than by setting intentions and resolutions for the year ahead. Most people do this in their personal lives, but we find it pretty affirming for work as well. Today, we’re excited to chat through just a few of the actionable things you can do to refocus and reset priorities for the year ahead.

Companies today don’t have a process for executing research and development (R&D) within their revenue system. There’s a lack of structure and internal common ground between teams on defining and understanding what programs are working for new business acquisition. It results in chaos. Today we’re going to chat through 3 things you can start working on today, to make a meaningful impact on structuring your revenue programs to nail your 2023 goals.

Cassidy has gone on record stating that marketing-sales alignment is largely a marketing problem. However, let's not drop all the blame on marketing. In this episode, Cassidy and Carl go over 5 ways sales leaders can demonstrate leadership in aligning marketing with sales. 1 - Quality over quantity If the leads "suck" - it's as much on sales as marketing. Stop insisting on lead volume when the leads don't convert to pipeline and revenue. Instead, empower marketing to focus on high-quality leads. 2 - Encourage building awareness It's not news to anyone that it's easier to sell when prospects know who you are and what you stand for as a company. The best sellers I know are huge advocates for building awareness and are pushing marketing to be more innovative.  3 - Invite marketing into the sales process There is no better place to learn about what works/doesn't work than in the sales process. Explain the sales process and how deals are done. Get your marketing team licenses to your call recording software. Invite product marketing to sales calls. Take time to structure your learnings so they are actionable. 4 - Align outbound sales with inbound marketing There is a good chance that your outbound sales efforts are fishing in the same pond as your marketing efforts. Therefore, spend time sharing learnings and aligning campaign efforts, so the positioning and messaging are consistent with prospects. 5 - Lead by example & don't let sales off the hook Leaders don't make excuses. If marketing isn't carrying its weight, get in the game and help. If your sales team isn't following through, take your team to task. When you show that your goal is the company's success and not the success of one organization over another, you are a leader others will respect.   Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

"How in the world are you getting rockin' and rollin' building a new category here?"  Carl Ferreira doesn't waste any time kicking off this conversation with Jenn Davis, Co-Founder and Head of Marketing at Gradient Works. Jenn has been instrumental in designing and building the Dynamic Books category, a new way to handle sales territories. In this episode, Jenn takes Carl and Cassidy through: - Identifying when/if a new category is needed - Doing research to get "message-market-fit" prior to building out a product - Creating a strategic narrative around that new category and building it out - and much more.

"What would the first 90 days look like if you were tasked with implementing a demand gen and content strategy in an effort to move beyond the traditional lead gen approach?" So you want to move beyond traditional lead generation and start creating demand in 2023…But you don’t know how to kick off those efforts? The first 90 days are critical because if you’re not able to show some early signs of success, there’s a good chance your program will get axed before it ever has a chance to get going. In this episode, Sidney and Sam talk about the 3-step process they recommend to companies that are switching from lead gen to demand gen for the first time. The three steps they go over include: 1. Knowing your historical data 2. Laying out a foundation 3. Building a content engine to support the framework Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

It’s that time of year when 2023 planning is in full swing and part of planning for a successful start to the next year is doing a Revenue Performance Analysis. But first, what is an RPA? Simply put, a Revenue Performance Analysis allows you to identify and amplify key sources of HIRO pipeline and revenue. We’ve become experts at these analyses and have identified the top four mistakes teams make when executing them independently and that’s exactly what we’re going to go through today. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

Trying to market to multiple ICPs can be a huge mistake for many companies, especially those on a budget. When you try to be everything to everyone, you water down your message across the board and confuse the audience. That’s why niching down with your ICP is so important. In this episode, Tory and Allison talk about a new framework to decide which ICP you should niche down on first. Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.

On this episode of Stack Growth, our very own Tory Kindlick  and Victoria Sakal were joined by two of our friends from Centerline Digital (Greg Harbinson, Creative Director & Fabian Marquex, Creative Director), to discuss 5 Trends to Improve Brand Engagement: How to Create Authentic Content How to Deliver Account-Based Experiences Leveraging Third-Party Experts How to Drive Better Brand Awareness Exploring the Metaverse Join Stacking Growth Live every other Wednesday at 1:00 PM ET by Registering here.