From Dreamdata:

"Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.

Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.

Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy that she believes is now essential for survival and growth.

She argues that the "growth at all costs" era is definitively over, and in its place is a more sustainable, holistic go-to-market motion she calls the 'Brand. Demand. Expand.' framework. 

She explains the specifics of each pillar, including the key metric that makes brand performance measurable, a proven formula for reallocating ad spend, and strategies for turning existing customers into your best growth lever."