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

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 describe (and show in real time) a 3 step short form video strategy to dip your toes into the content pool!

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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Learn More About Refine Labs

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Connect with the guests:

Ciara Hopkins

Libby Schell

Connect with the hosts:

Evan Hughes

Megan Bowen

Erik Jacobson, CEO of Hatch, joins Evan and Steph to talk about building an effective video first content strategy. 

As a pioneer in video-first content strategies, Erik shares his insights on the evolving landscape of B2B marketing, emphasizing the importance of adapting to changing consumer behaviors. He brings over a decade worth of actionable strategies for businesses looking to harness the power of video to enhance audience engagement and drive growth.

Erik highlights the shift from audio-centric podcasts to video-first content as a means to boost visibility and engagement on platforms like YouTube and LinkedIn. He underscores the significance of sustainable content production processes, encouraging businesses to think of their content as "TV shows for their market." He also discusses the challenges and rewards of early adoption, urging companies to establish their presence in the podcasting space regardless of perceived saturation. 

Throughout the discussion, Erik provides practical advice for businesses of all sizes on how to effectively structure their content teams. He outlines the roles of the thought leader, content architect, and production team, emphasizing the importance of having a cohesive strategy to maximize impact. By leveraging platforms like Riverside and focusing on shorter, impactful content pieces, even resource-constrained businesses can make their mark. Erik encourages listeners to embrace change, prioritize authenticity, and tap into the incredible potential of video content in today's marketing landscape.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #videocontent #contentstrategy #youtube #video #podcast

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Subscribe to Stacking Growth on Spotify and YouTube

Learn More About Refine Labs

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Connect with the guest:

Erik Jacobson

Connect with the hosts:

Evan Hughes

Steph Crugnola

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 ask: what are your pressing marketing questions that we can answer, and who do you go to when you need an expert?

Steve Voith, VP of Revenue Marketing at Kyriba, joins Evan and Steph to talk about his career journey in Demand Generation. 

Steve discusses his journey from a novice marketer to a seasoned professional, sharing critical insights into the evolution of demand generation and the significant impacts of various learning experiences throughout his professional life. As Steve dives deep into his career milestones, he emphasizes the importance of adaptability and leveraging technology to stay ahead in the fast-paced marketing industry.

A pioneer of the Demand Gen title, Steve focuses on the technological advancements in CRM systems and how they redefined lead management and marketing strategies, as well as challenges and opportunities that come with being a demand generation leader in diverse environments, from working in-house to consulting with agencies. Steve highlights the changes in marketing technologies, the need for effective communication strategies, and the importance of using data to drive business decisions

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

______

Subscribe to Stacking Growth on Spotify and YouTube

Learn More About Refine Labs

Sign Up For Our Newsletter

Connect with the guest:

Steve Voith

Connect with the hosts:

Evan Hughes

Steph Crugnola

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 ask: What communities are you part of as a marketer that help you connect and get support in this chaos landscape?

Garrett Ira, founder at Method, joins Evan and Steph to talk about his journey to becoming a Solopreneur - the successes, challenges, and everything in between. 

Garrett shares his unique experience of coming from an entrepreneurial family, which set the tone for his career in marketing. He talks about his transition from agency work to in-house roles, eventually leading him to launch his own company, Method. 

Garrett talks about the essential tools and community support structures that have helped him thrive as a solopreneur. The episode also addresses the emotional and strategic aspects of running a marketing-focused business, highlighting Garrett's practical business insights and lessons learned from past experiences. Through an open narrative, Garrett explains the significance of transparency, networking, and mastering the fundamentals. He emphasizes the importance of embracing financial acumen and identifying growth opportunities in the evolving landscape of marketing and business development.

Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #entrepreneurship #solopreneur #entrepreneur 

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Subscribe to Stacking Growth on Spotify and YouTube

Learn More About Refine Labs

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Connect with the guest:

Garrett Ira

Connect with the hosts:

Evan Hughes

Steph Crugnola