Refine Labs’ Stacking Growth roundtable, hosted by Matt Sciannella with guest Ky Shaw of DemandOS, dives deep into performance marketing plays that generate real pipeline fast. The discussion covers tactical frameworks for aligning with sales, running direct-response ads, and launching actionable campaigns that drive measurable results in B2B environments.

Topics Covered

-How to build pipeline through performance marketing plays that actually work

-Aligning marketing with sales via pipeline activation projects

-Structuring high-intent offers for low-brand-recognition companies

-Best practices for direct-response advertising and manual bidding on LinkedIn

-Frameworks for upstream problem-solving and content offer creation

-Designing tools, calculators, and incentivized demos that convert

-Evaluating signal strength and intent from leads

-Examples of competitive and industry-specific campaign execution

Questions This Video Helps Answer

-How can marketing and sales collaborate effectively to activate pipeline quickly?

-What performance marketing plays are working best in B2B right now?

-How can you design content offers that signal strong buying intent?

-What’s the right way to use incentivized demos without attracting low-quality leads?

-How can marketers tailor campaigns for competitive versus novel markets?