If you scroll through LinkedIn for a few days you would think that everyone is running demand gen and lead gen is a thing of the past—it's not. We've talked to several hundred companies this year and 99% are still running lead gen. An entire generation of marketers believes that an email address is the most important thing you can get from your audience. It’s why we see gated ebooks and reports as the primary content source for entire companies. But why are so many companies still doing this? It's not an effective go-to-market strategy and sales teams can get the same leads (and more) cheaper using tools like Zoominfo and Cognism.

The end goal of marketing is to drive high-quality hand raisers that WANT to talk to sales. And that is exactly what Carl and Cassidy are going to talk about in this episode.

In fact, as the title alludes to, Carl is putting his money where his mouth is if you can prove (with data) that you're running a profitable lead gen strategy that wouldn't be better served being allocated elsewhere.

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You pitched leadership, finally got buy-in, and just launched your program; now what? It's inevitable that you get questioned on the effectiveness of your new strategy early on, but creating demand takes time. So what are some early metrics and KPIs that you can report on to show leadership that it's working? In this episode, Ashley and Evan go through some of the early metrics that they report on with clients to do just that.

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We get a lot of questions from customers and community members this time of year on how to finish the year off strong and plan to have a successful Q1.

On today's Stacking Growth, Refine Labs' very own Sam Kuehnle and Sidney Waterfall breakdown an intriguing question sent in by a listener: "How do you deal with the paradox of wanting immediate results but needing to preach patience to your executive team?" From setting expectations to finding the right customer insights... believe it or not, good marketing takes time.

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At this point you all know our stance on talking to customers and extracting insights through those conversations. But some of the common questions we still get all the time are: 

"what is the best way to conduct a customer interview?" 

"What questions should I ask?"

"How do I take insights gleaned from a customer interview and inject them into my marketing strategy?"

In this episode, Tory and Matt talk with Michael Ashford, Director of Marketing at The Receptionist, about how they were able to achieve exponential growth without an outbound sales team by creating a demand strategy around the insights they learned from talking with customers regularly.

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It's that time of year—leaves are changing, football is back, and it's time for ANNUAL PLANNING! It's time to look back at the previous year, figure out what's been working and start to think about the campaigns and revenue targets for 2023.

In this episode, Tory and Allison go through the framework they use with clients for year-end demand planning.

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Events in the past were all about getting a booth, flying in all your salespeople, scanning badges, and having conversations on the show floor. But that’s not how the best marketing teams are approaching event strategy anymore. The best strategies involve building relationships, creating content, and leaving a lasting impression. So how do you do that through your event strategy in 2022 and beyond? In this episode, Sam and Sidney dive into just that.

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One of the most informative things you can do as a demand gen marketer is do a win/loss analysis. A win/loss analysis can do many things including validating messaging, help refine your ICP, inform your content strategy, and more. Some teams are already looking into why deals are lost, but it’s rare to see companies analyzing and comparing the reasons you won deals. Looking into both of these items are key to unlocking key insights to power a successful go-to-market strategy. In this episode, Tory welcomes Director of Demand Gen, Matthew Sciannella to talk about the incredible insights he is uncovering by doing this analysis.

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When asked about marketing innovation teams are quick to reference customer insights, category creation, and creating demand. And these are all very important things (that we preach at Refine Labs often). But there's one thing that is often overlooked and is a critical part of making all of these other strategies successful—Creative! Without an innovative creative strategy to deliver the message of your newly found customer insights or new category, you're shooting yourself in the foot. But what do we mean by "innovative creative"? 

In this episode, Triana, Devon, and Brianna of the Refine Labs creative team talk about how they define innovative creative and how they go about executing it for clients.

Imagine being part of a sales-led organization where the SALES team is asking marketing to stop running lead gen and start creating demand. It's a role reversal that we don't often hear, but it's the exact situation that an audience member came to us with. "What steps can I take to get my marketing team to stop running gated lead gen and start creating real demand for our brand?" In this episode, Sidney and Sam tackle that exact question.

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