Welcome to a weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. 

This week is all about about niching down and clarifying landing pages, inspired by the Called to Action conversation with Tas Bober. Join me as I work to niche down my LinkedIn content and clarify our podcast 'about' section.

Tas Bober, Co-Founder of The Scroll Lab, joins Evan Hughes and Steph Crugnola for a discussion focused on finding your niche in your career and on your landing page.  

Tas starts by talking through her evolution from an aspiring writer to a digital marketing expert, propelled by her early career experiences. Stressing the influence of pivotal mentors and their often brutally honest advice, she walks through the process of finding a specific niche in landing page consultation. 

Tas candidly shares her insights on staying adaptable, networking's intrinsic value in marketing, and the importance of having a distinct perspective to stand out in a saturated market. Ultimately, her story is a testament to chasing authenticity and passion, serving as motivation for marketers to embrace change and innovation.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #landingpages #writing #ads #niche

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Tas Bober

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Evan Hughes

Steph Crugnola

Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. 

This week is all about ABM! Inspired by the recent B2B Marketing Roundtable, we sent out and are testing a template to narrow down ABM audience tiers, trying to solve for this audience's pain points, and focusing our podcast messaging.

Evan Hughes hosts Judy Sheriff, Ciara Hopkins, and Scott Schilling on this ABM deep dive.

They cover:

• Defining ABM: All our hosts agree that ABM should be seen as a comprehensive alignment of marketing and sales strategies tailored to target specific accounts by understanding ICPs.

• Tools: Organizations don't always need expensive tools like Demandbase or 6sense to initiate ABM. Utilize existing CRM systems and focus on high-quality data analysis.

• Collaboration: Successful ABM demands alignment between executive leadership, sales, and marketing teams to ensure strategies are mutually reinforced across all channels.

• Measurement: Engagement metrics provide valuable insight, yet they must be clearly defined and agreed upon within the organization to effectively ascertain ABM success over time.

While also taking audience questions, the hosts reinforce that without foundational alignment and clear objectives, ABM strategies will fail. It's vital to establish a realistic timeline, get full leadership buy-in, and have dedicated resources to guide strategic ABM initiatives in order for them to be successful. 

Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #ABM #roundtable #marketingexpert #accountbasedmarketing

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Judy Sheriff

Ciara Hopkins

Scott Schilling

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Evan Hughes

Megan Bowen

Welcome to a new weekly check-in where I (Steph Crugnola) take the tips we drop in the Refine Labs weekly newsletter and apply it for our own brand marketing team - stacking them up for our continued evolution and growth. 

This week is all about experimentation, based on this week's episode of Called to Action featuring Canberk Beker.

Canberk Beker, founder of ROASted, joins Evan Hughes and Steph Crugnola for a discussion focused on the importance of consistent and ambitious experimentation.  

Canberk describes his shift from traditional B2C marketing to embracing experimental strategies, emphasizing the significance of pushing boundaries to foster growth.

He shares is personal experiences and challenges in advocating for experimentation, especially within the constraints of B2B environments that often prioritize direct metrics like cost per lead over innovative tactics. Highlighted by the stark comparison between B2C and B2B methodologies, this episode delves deep into how his bold moves and risk-taking have led to groundbreaking strategies, such as successfully tapping into competitive keyword spaces and leveraging user-generated insights. As he recounts his various experiments, both successful and unsuccessful, Canberk stresses the critical role of data-and intuition-driven decisions, ultimately inspiring marketers to push past traditional limits to achieve significant breakthroughs in their campaigns.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #experimentation

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Canberk Beker

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Evan Hughes

Steph Crugnola

Libby Schell, Refine Labs Demand Generation Manager, joins Evan Hughes and Steph Crugnola for a discussion about leading with empathy and humanity in ad creative.  

Libby shares her unique path from a strategic communications graduate to a demand generation expert in the B2B SaaS domain. She focuses on how she has worked to balance creativity with marketing strategies to craft compelling ad content that resonates with audiences beyond cliche business jargon.

She spotlights the importance of empathy and human-centric creativity in B2B marketing, examining how her artistic insights fuel her advertising and messaging tactics. To cap it off looking forward, Libby discusses some of the nuanced difference between AI and human creativity as we head into the future of marketing within the digital landscape. 

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation #adcreative #creativity #ads #empathy

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Libby Schell

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Evan Hughes

Steph Crugnola

Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy. 

They cover:

• Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention.

• Consistency in content distribution helps build trust and establishes the brand as a credible source of information.

• Integrating different content formats (video, text, visuals) can effectively engage diverse audiences.

• Authenticity and humanized content resonate more with audiences than overly polished or curated posts.

• A well-developed strategic narrative, based on understanding big changes in the market, can align messaging across all company communications.

In addition to valuable insights and questions from the live audience, Megan, Evan, Ashley and Steph share their personal strategies for keeping up with content production as well as the Refine Labs strategy. 

Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #content #roundtable #marketingexpert

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Ashley LewinSteph Crugnola

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Evan Hughes

Megan Bowen

Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact.  

The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam offers insights into planning effective marketing strategies in a rapidly changing digital landscape.

The conversation begins by exploring Sam's marketing journey, from his foundational experiences in a family-run agency to working as an account development representative in SaaS, highlighting his shift from the predictable revenue model to a demand-focused approach inspired by Chris Walker. 

Sam also shares invaluable advice on stakeholder management, emphasizing the necessity of aligning marketing strategies with overarching business goals. He discusses methodologies for generating quick wins, such as optimizing Google Ads and refining audience targeting, providing practical insights into sustainable marketing practices. The episode concludes with forward-thinking strategies and preparing for the future of marketing, stressing the importance of adaptability and continuous learning.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation 

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Sam Kuehnle

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Evan Hughes

Steph Crugnola

Ciara Hopkins, VP of Demand Generation  at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it. 

Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why’ behind instant calls and emails to new leads. She highlights the transformation she witnessed and became part of in marketing, moving from traditional lead gen to a demand gen approach. 

As a marketer, Ciara emphasizes the crucial role of UTM tracking and high versus low intent categorization in driving marketing efficiency. She highlights the importance of understanding the entire customer journey by collaborating with sales and operational teams to enhance data integrity. She also breaks down the industry's shift toward recognizing the value of brand awareness efforts and the necessity of meaningful KPI development to measure these initiatives effectively.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #CRM 

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Connect with the guest:

Ciara Hopkins

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Evan Hughes

Steph Crugnola