Evan Hughes, VP of Marketing, joins Steph Crugnola to talk about the Refine Labs Demand Philosophy.

In this first episode, he covers Demand Generation as it's defined right now, including Create, Capture, and Convert Demand.

See the video on our YouTube channel

Sidney Waterfall hosts today, joined by Sydney Sloan, CMO of Drata, to talk about timing in your career - how to know the right time to step away and finding the next right opportunity. She discusses her own experience of taking time off to recharge and reflect before starting her new role at Drata. Sydney also talks about her favorite stage of growth and the importance of finding a company with a strong product-market fit. She emphasizes the need for balance in life and the value of building relationships and connections. Sydney shares her approach to measuring the impact of marketing and the importance of focusing on revenue and efficiency. She also discusses the changing landscape of marketing, including the role of AI and the need for digital sophistication.

Kaylee is back in the host seat today, joined by Lane Scott Jones, Head of Content at Zapier to follow her journey from agency to in-house content marketing roles. She discusses the importance of understanding the mechanics behind the business and mapping content to business goals. Lane also talks about the challenges she faced in transitioning from an agency to an in-house role and how she navigated those waters. She emphasizes the need for content to be seen as a strategic function and the importance of collaboration between content and other marketing teams. Lane also shares insights into Zapier's content team structure and the impact of content on the company's ROI.

Link to the Corporate Jargon Translator

Cassidy and Carl are joined by Nate Nasralla, co-founder of Fluint, to discuss the shift in the sales process and the need for a new approach to sales enablement. He explains that in the new world of sales, buyers are already well-educated and are looking for help in building the case for change within their organization. Nate emphasizes the importance of creating account-based content that resonates with the buyer's language and context. He also shares insights on the power of narrative-based business cases and the value of concise and clear writing in sales communication.

“If you don’t know more than them about the decision they’re making, they don’t need you at all”

Cassidy and Carl were joined by Anthony Iannarino to follow him through the development of his innovative sales process. He details the inspiration and first experience with this style of selling, and then how he used it to move his and other careers forward. He stresses the four most important things that this strategy establishes:

He also suggests that SDRs should be involved in the total sales process to learn the language of the client, making the whole team more effective in communication. Finally, he previews his upcoming book Negativity Fast, and the top lesson everyone can learn from it.

Cassidy and Carl were joined by MJ Smith, CMO @ CoLab, to chat about her transition into a CMO role, giving all of the advice she wishes she would’ve had access to before her move. 

She starts at the very beginning, diving deep into the way she sought out companies to apply for, and how to make sure to achieve alignment in company and culture. Then, she covers the first 90 days in the role to talk about what worked, what didn’t, and what she learned. She also covers best practices for getting your product in front of the right eyes, and how to track and dissect that data. Overall, this deep dive into creating a demand engine from scratch is a must-listen for every marketer, especially if you have a goal to transition into a leadership role on your horizon.

Carl and Cassidy were joined today by Refine Labs’ Stephanie Crugnola, Content Strategist, and Miles Campbell, Video Ops Manager to get you started on your organic content journey!

They start from the beginning and cover tools on how and where to launch your content, the team and tech you’ll need to get started, and where to get content inspiration. They drop tips for writing and recording, and deliver an action plan for effective post-production. Make sure to check out the video on the Refine Labs YouTube channel to see the slides when they’re up!

Kaylee takes the reins today, joined by Robin Daniels to discuss his vast experience and wisdom on evaluating go to market, job opportunities, career growth, mentorship, and leadership. They discuss the importance of tailoring content to the needs of the audience, evaluating job opportunities, and building a successful career. Robin shares his insights on evaluating company culture, finding a mission worth fighting for, and working with great people. He also emphasizes the importance of energy, initiative, and building a chorus of support in order to succeed in your career.

Cassidy is back joining Carl and Lavender’s Will Aitken to unpack how to build an organic growth strategy from scratch. Will discusses the importance of understanding the target audience and creating diverse content across platform, topic, style, and audience goals. He also emphasizes the value of research and learning from successful influencers in the industry and stresses the need for subject matter expertise, highlighting the role it plays in creating effective content. And finally, Cassidy asks what to do about Carl.

Kaylee and Carl were joined by Tyler Lessard, VP Marketing and Chief Video Strategist @ Vidyard to chat all things video marketing. With almost a decade of experience at Vidyard, Tyler has witnessed the incredible evolution of video in the tech and SaaS industries. He shares his insights on staying motivated and navigating the ever-changing landscape.

All three hosts emphasize the immense value of video in sales and marketing, urging professionals to adapt and innovate to stay ahead in the industry. The rise of using video as a tool for authenticity and transparency is also discussed, along with the exciting possibilities for future video use cases.