This week’s episode features a keynote speech by Sidney Waterfall, Senior Vice President of Growth at Refine Labs. She presented at the Full Funnel Summit on How to Measure Demand for the Entire Funnel. 

She explains why it’s time for measurement to change, gives an overview of key terms including Dark Social, Pipe Framework, and Hybrid Attribution before presenting actionable steps for setting up your own Framework. Sidney approaches the topic from a philosophical and data-backed perspective, digging into the root cause of measurement issues and how to improve results in a practical and meaningful way.

Cassidy and Carl sat down with Kate Hammitt, CMO of Splash, to chat all things Event Marketing. She covers how the field has grown and evolved over the past couple of years, tracing the history of expectations from in-person trade shows and flagship events into virtual and hybrid events, and the impact they have on marketing strategy. She also discusses how companies like Splash are streamlining the process for companies, what the focus of goals and data should realistically be, and more!

Today’s episode was recorded live, featuring Refine Labs’ VP of Creative: Triana Mills. Triana leads Cassidy and Carl through a Creative Teardown of Recurly, looking at their design choices in three programs: website, email, and paid social. 

She assesses the use, effectiveness, and consistency of color, graphics, messaging, and more, sparking productive discussions on possible reasons behind each choice and suggestions for improvement. This walk through is an incredible opportunity to ask yourself the same questions and analyze your own materials for the same qualities.

Cassidy and Carl got to sit down and chat with Talin Koutnouyan, VP of Strategy & Analytics at Influential, about the past, present, and future of Influencer Marketing. 

She outlines some main differences between strategy in B2C versus B2B, and what each could stand to learn from the other. Finally, she outlines a plan for “Carl’s Friend” who wants to get into Influencer Marketing – what to expect and how to approach brands!

Cassidy and Carl got to sit down and chat with Peter Walker, head of Insights at Carta, about building insights and leveraging them to boost both marketing and sales functions. The cover collaboration with marketing, knowing what insights to look for and which hold the most resonance, surprises Peter has encountered along his journey, and a hint at what’s coming next for the insights strategy at Carta! 

Make sure to listen to the end to hear Peter break down his “Lattice” Approach to an insights framework!

Cassidy and Carl chat today with Grant Duncan (VP of Marketing) and Omar Hamoda (Senior Brand Designer) at Zingtree about the role of AI - in particular, generative AI - and its impact on marketing & sales. They address the decision to jump into AI, individual workflows, different tools and their benefits/drawbacks, implications and ethics, and more.

For reference, here are some of the posts and ads discussed through the episode:

Post that kicked this off - here.

Zingtree Ads - here.

MidJourney - here.

We're kicking things off in Season 3 with a brand deep dive featuring our Chief Growth Officer, Cassidy Shield, and CMO of Zappi, Yvonne O'Brien. Key questions to ask yourself: Do your prospects have an emotional connection to your brand, and how do you build that connection in a space with huge competitors? A few more topics include brand activation, foundation, how to consistently test & learn, and what you can translate from B2C to B2B. Take a listen and make your brand more valuable and distinctive after absorbing this marque episode.

Welcome back! Cassidy, Carl, and the rest of the Refine Labs crew have returned for Season 3 of Stacking Growth. This "State of the Union" episode features Cassidy Shield, Chief Growth Officer, and Carl Ferreira, Director of Sales, setting the table for whats to come this season. Brand, creative, differentiation in B2B, coaching, alignment are just a handful of the topics we'll chop up for this third season. We're excited to be back and hope you are, too!

There’s no better way to start the year than by setting intentions and resolutions for the year ahead. Most people do this in their personal lives, but we find it pretty affirming for work as well. Today, we’re excited to chat through just a few of the actionable things you can do to refocus and reset priorities for the year ahead.

Companies today don’t have a process for executing research and development (R&D) within their revenue system. There’s a lack of structure and internal common ground between teams on defining and understanding what programs are working for new business acquisition. It results in chaos.