Megan Bowen and Matt Sciannella from Refine Labs, team up with Wynter’s Peep Laja to discuss the importance of brand in B2B Marketing. 

They explore the nuances of brand visibility, drawing on their extensive experiences to highlight how foundational brand awareness has become in competitive markets. Exploring the intricate balance between brand and demand generation, the discussion underscores why brand perception and awareness can no longer be sidelined in favor of immediate revenue-driven tactics.

They share actionable insights on overcoming common pitfalls associated with B2B brand marketing, from misconceptions about ROI to the undervaluation of sustained marketing efforts. Matt emphasizes the importance of setting the right expectations with leadership teams about brand-building timelines, while Peep advocates for consistent messaging and memorable brand experiences. They unpack strategies to measure brand success effectively, bridging the gap between qualitative insights and quantitative data, and underscore the fact that modern businesses must invest in their brand story to achieve meaningful, long-term market penetration

Episode topics: #marketing, #leadgen, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing

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Matt Sciannella

Peep Laja

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Megan Bowen

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment

Jason Theroux is on today to hammer home the crucial message to sales and marketing teams across the world: stop fighting for credit and start working together to support your organization holilstically. 

The conversation navigates through Jason's career path from sales roles to a significant marketing position, revealing critical insights into bridging the gap between sales and marketing teams. His experiences underscore the importance of collaboration over competition, highlighting strategies to align both functions for holistic business success.

With over a decade of experience under his belt, Jason shares practical advice on fostering a unified marketing and sales team. Key themes from this episode include using technology to facilitate clear communication, implementing shared goals, and advocating for transparency and trust within teams. Jason underscores the role of leadership in establishing these cohesive practices, emphasizing that sales and marketing alignment can significantly enhance revenue generation and customer trust. Listeners gain insights into the potential changes in the marketing landscape, especially with emerging technologies such as AI, and how understanding these dynamics can better prepare teams for future challenges.

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Jason Theroux

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Evan Hughes

Steph Crugnola

#marketingtips #brand #demand #expand #marketing #b2bgrowth

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 we dive back into Brand, Demand, Expand!Pipeline shouldn't be the only measurement tool you're using, each pillar of Brand, Demand, and Expand need to have their own detailed metrics. In this video newsletter companion, we break down what those measurement tools should be.

Evan Hughes and Ciara Hopkins host Libby Schell to discuss the 2025 playbook for Paid Social and LinkedIn ads. 

They explore the robust targeting capabilities of LinkedIn, revealing how businesses can harness this platform to maximize brand awareness and demand generation, but also advise against common missteps when approaching this expensive platform.

Ensuring effective B2B marketing involves understanding and leveraging LinkedIn as a powerful tool for precise targeting and audience engagement. The discussion covers essential strategies like audience segmentation through job titles and functions, optimizing campaign objectives for different outcomes, and the impact of localization on ad performance. Libby shares her decade-long expertise in platform evolution, advising on the merits of Reach vs. Engagement campaigns, and emphasizing the importance of dynamic UTM parameters for measuring success.

As the conversation unfolds, Evan, Ciara, and Libby shed light on using advanced LinkedIn features like revenue attribution reporting and the company engagement tab. They dig into optimizing advertising spend and understanding the critical metrics that matter most for campaign success. Dive into this illuminating session to grasp comprehensive, actionable insights that can transform your approach to LinkedIn advertising.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial

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Connect with the guests:

Ciara Hopkins

Libby Schell

Connect with the hosts:

Evan Hughes

Megan Bowen

#marketingtips #brand #demand #expand #marketing #b2b

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 we dive into Community and In Person Connection!

Refine Labs’ General Manager Judy Sheriff is on today to walk through how and why you should implement Refine Labs’ modern, tangible success metrics for your marketing team. 

Judy Sheriff shares her career story, starting with her entry into marketing in 2010, highlighting experiences with companies relying heavily on traditional metrics such as MQLs, and her eventual discovery of modern demand generation strategies. The conversation moves then into the critical juncture when she realized the necessity for change and her subsequent contributions at Refine Labs in guiding companies toward a comprehensive understanding of influence over direct tracking. Essential SEO keywords such as "B2B SaaS," "marketing measurement framework," and "demand generation" are explored throughout the episode.

The episode also spotlights the impact of tools and strategies that have helped Judy develop successful frameworks in marketing. With Evan, they discuss the importance of simplifying dashboards and streamlining data processes for accurate measurement. Judy emphasizes the significance of aligning with sales and finance to drive effective change and discusses the potential over-reliance on AI in marketing. 

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics

______

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Connect with the guest:

Judy Sheriff

Connect with the hosts:

Evan Hughes

Steph Crugnola

#marketingtips #brand #demand #expand #marketing #b2b

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 we dive into Brand, Demand, Expand!

From LevelUp Business:

Megan Bowen, CEO of Refine Labs, joins JR Lay to break down how forward-thinking B2B brands can embrace change through adaptability, strategic reflection, and an evolved demand gen model. From redefining brand, demand, and expansion strategies to building internal change management discipline, this conversation offers a path forward to those ready to level up.📧 Subscribe to the weekly newsletter: https://www.levelupbusiness.com/newsl...💬 Let’s Connect:🔹 Connect with JR →   / jamesrobertlay  🔹 Connect with Megan →   / meganwhitebowen  

Last year we launched Maxwell: our "DemandGPT" chatbot in The Vault, but now we're unlocking the gate and letting him loose. 

Head over to our website, fire off up to 10 questions, and get instant, free access to thousands of pages of expert content in seconds.

It’s super simple:
➡️ Go to refinelabs.com

➡️ Look for the blue chat icon in the bottom right corner
➡️ Type your question and let Maxwell do the rest

Whether you're troubleshooting, brainstorming, or looking for fresh ideas, The Vault is packed with actionable insights that can help you build and optimize your modern B2B marketing strategy. 

Head on over and let us know what Maxwell digs up for you!

Last week's Paid Search B2B Roundtable is on YouTube and Spotify now!

Ready for more insights from the team? Monday, May 19 at 12pm EST, Libby Schell is joining the Exec Team to walk through the LinkedIn Paid Social Playbook

Register here. 

This week we wanted to feature Rayna van Beuzekom, Content & Creative Lead at Commsor, who recently completed a 48 hour networking marathon of almost 50 (!!) back to back calls. On every call they asked "what advice would you give to your younger self?" and created a  gem-filled montage of answers. 

Check it out here, and let us know: if you had to give advice to your younger self, what would it be? 

PS: Can you spot the Refine Labs face in the montage 👀

Megan Bowen and Evan Hughes host Ciara Hopkins and Dale Harper to discuss the 2025 playbook for Paid Search ads.

The discussion starts by centering on the current state of paid search in 2025, focusing on it as an intent channel or demand capture channel. Megan emphasizes the need for B2B companies to adopt an optimal budget allocation strategy that leans more towards capturing high-intent demand rather than spreading thin over broad, low-intent keyword terms. Megan warns against overspending on Google Search and stresses the significance of efficiently using search budgets as part of a diversified channel strategy.

Sharing slides from the Vault playbook, Ciara and Dale dig into strategies to maximize the effectiveness of Google Ads while minimizing waste. The discussion delves into the importance of structuring ad groups by themes for efficient insights and underscores the necessity of reassessing keywords to eliminate unproductive spending. Also highlighting emerging trends, this conversation provides tactical advice on leveraging conversion tracking, optimizing bidding methods, and refining ad copy to align with user intent and improve ROI. The experts also tackle nuanced topics such as the impact of competitor bidding and the evolving SERP landscape due to AI.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch

______

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Connect with the guests:

Ciara Hopkins

Dale Harper

Connect with the hosts:

Evan Hughes

Megan Bowen