Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers. 

Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first steps on how to implement and utilize the data insights it can give. Ashley stresses the importance of viewing attribution as a compass to get you close to your destination, rather than a definitive answer, and how staying flexible and curious can help keep you better up to date with the rapidly changing landscape in marketing. 

Episode topics: #marketing, #attribution, #demandgeneration, #selfreportedattribution, #B2BSaaS, #digitalmarketing #CRM 

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Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content. 

Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a demand generation mindset and creating a consistent demand for products and services rather than just generating leads. 

Kerri lays out several tactical strategies for effectively measuring and repurposing high-value content. She also stresses the growing importance of building trust and credibility with audiences by delivering authentic and ungated content—content that is open and accessible without barriers such as gated forms or sign-ups, thus fostering a more genuine relationship with the audience.

Episode topics: #marketing, #content, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #gatedcontent 

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Kerri Amodio

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Steph Crugnola

Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling. 

Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land his position at Refine Labs. He focuses on the storytelling aspect of marketing, and how generating consistent content on LinkedIn or other platforms can help prospective companies learn more about you before you even apply. 

Episode topics: #marketing, #podcasting, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #interview #jobsearch

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Aaron Weekes

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Steph Crugnola

Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we’re featuring marketing leaders who’ve been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between. 

Megan reflects on the major shifts happening in B2B SaaS companies right now, having moved from the “Growth At All Costs” mindset into a “Profitable, Efficient Growth” mindset as well as the transition through buying Eras from Analog to Website to Dark Social, and now into AI. 

She talks about how Change Management is necessary for companies to succeed in moving into the modern era of marketing, especially midmarket enterprise organizations that have been operating successfully for a long time in the Website era. She outlines the crucial steps for navigating change management effectively: assessing reality, updating brand positioning, and phasing into new digital strategies, and how Refine Labs excels at facilitating this process. 

Megan shares the darkest moments along her journey, how she was able to push through to grow stronger, and a message of hope in embracing your humanity to find your marketing superpowers. 

Episode topics: #marketing, #changemanagement, #demandgeneration, #AI, #B2BSaaS, #digitalmarketing

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From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue performance assessment."

Key Takeaways:

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CEO ⁠Megan Bowen⁠ and VP of Marketing ⁠Evan Hughes⁠ hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization.

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CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending. 

They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cover setting up effective conversion tracking, differentiating between competitor and branded campaigns, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes.

The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing. 

Key Takeaways:

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CEO Megan Bowen and VP of Marketing Evan Hughes hosted VP Of Demand Generation Ciara Hopkins, and Senior Director of Demand Generation Matthew Sciannella to dive into the 2025 planning process. 

Through the event, they addressed significant trends in the digital marketing space, emphasizing the need for adaptability and smart investment. Key topics include the saturation of B2B advertising platforms like LinkedIn, the critical role of content strategy, and the value of aligning business fundamentals with modern marketing tactics in order to enable your company to optimize its growth trajectory in an increasingly competitive market.

Key Takeaways:

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Kerri Amodio, Director of Demand Gen, delivered a Keynote and Q&A session for SMX Masterclass. She focused on how businesses can leverage AI tools like ChatGPT to optimize their marketing campaigns. She emphasized the importance of using AI not merely to save time but to enhance the quality of marketing efforts, improve messaging, and boost revenue. 

The discussion details the use of AI for refining ideal customer profiles (ICP), crafting compelling ad copy, and designing personalized marketing strategies. Kerri articulates the nuances of using tools such as ChatGPT, Microsoft Copilot, and Google Gemini in creating targeted, effective paid media campaigns. The conversation covers the importance of understanding customer data, competitor analysis, and the integration of AI in crafting messaging that resonates with specific audience needs. With insights on the ever-evolving landscape of digital marketing, listeners are guided on how to stay ahead of the curve with AI-enhanced strategies that deliver tangible results.

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Triana Mills, VP of Creative, joins Steph Crugnola on Stacking Growth Snacks to break down the differences between a Creative Strategy Package and a Creative Execution Package. She details what's included, who would benefit most, and the timeline investment you'd be looking at for each package.

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