Megan Bowen hosts ChampionHQ’s CEO Gianna Scorsone to cover Refine Labs’ Brand, Demand, Expand strategy.
They discuss how combining brand strength, creating demand, and expanding existing customer relationships can combat current market challenges, especially in the AI era. The conversation demystifies these pillars and offers practical, actionable insights into efficiently integrating them into a comprehensive marketing plan.
Listeners are introduced to advanced concepts such as leveraging customer advocacy to enrich demand-generation efforts and using AI to enhance matchmaking between prospects and existing clients. With insights from real-world applications, Megan and Gianna elucidate why businesses must align sales and marketing strategies and adopt a proactive stance on expanding through advocacy. The duo also addresses the significance of correct budgeting, emphasizing that while demand often receives adequate funding, both brand and expand need stronger financial backing to foster long-term profitability and growth.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #ctv #connectedtv
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Called to Action is back with Liam Moroney of Storybook marketing to walk us through his journey as a marketer focused on brand and storytelling. He gives his history, philosophy, and advice on how to change your leadership's mindset.
Liam draws from his extensive background in B2B marketing to share his experiences in navigating various industries, emphasizing the importance of moving from a 'growth at all costs' mindset to a more sustainable, brand-centric strategy. The conversation highlights key challenges faced by marketers in tech, especially in convincing stakeholders about the value of storytelling and brand awareness. Liam discusses how understanding the fundamentals of marketing and human behavior fosters better brand development and market reach. Stressing the significance of storytelling as a tool to improve brand recall and customer connection, Liam shares strategies for changing leadership mindsets resistant to traditional perceptions. This episode is rich with insights for marketers, challenging existing paradigms and encouraging more proactive approaches in achieving effective growth.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics #sales #marketingalignment #storytelling #brandmarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the full recording, including previously unreleased Q&A from the live audience, of the final summer event.
Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue versus cost fails to capture the true impact of marketing efforts.
Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the final event, and covers all of the specific calculations you need to know to accurately find your Marketing ROI.
Dale presents a compelling case for revolutionizing how marketing investments are understood, measured, and communicated. This episode transforms complex financial details into digestible insights, revealing why relying solely on current period revenue versus cost fails to capture the true impact of marketing efforts.
Within this conversation, critical topics emerge around the technicalities of accurately quantifying the "R" (Revenue) and "I" (Investment) in marketing ROI. Dale dissects how traditional methods often overlook time lags between marketing initiatives and realized revenue, especially in B2B environments where extended sales cycles are norm. Through detailed examples, the episode guides listeners on associating past marketing efforts with current revenue, emphasizing the significance of contribution margin and proper attribution of marketing expenses. The discourse further unveils the misconception that brand marketing takes time to produce results, illustrating its immediate and lasting impact, and how historical brand efforts inflate future ROIs.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the final event: covering where Marketing ROI fails, and digging into the problems with measuring Revenue.
Dale and Matt get into the conventional approaches to calculating marketing ROI, highlighting their limitations and presenting a more comprehensive framework. The discussion sets the stage for a robust understanding of marketing's true impact on a business's financial health.
Throughout the episode, Matt and Dale critique traditional metrics used by major platforms like Facebook, HubSpot, and Salesforce, arguing that these models fail to capture the real contributions of marketing efforts. They stress the importance of focusing on gross margins rather than revenue, and present a compelling argument for using contribution margin as a more accurate representation of marketing's ROI. The conversation also touches on the historical neglect of brand marketing in favor of performance marketing, particularly in the B2B sector, and the repercussions that this shift has had on long-term business value.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ROI #return #investment
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Evan Hughes hosts Matt Sciannella, Aaron Weekes, and Kyle Taylor to discuss how to integrate Connected TV (CTV) into paid media strategies, particularly for B2B companies.
With digital landscapes evolving, the conversation emphasizes the importance of leveraging CTV's unique opportunities for audience reach and targeted awareness. The experts provide a detailed discussion on how CTV not only complements traditional digital efforts but also stands out with its TV dominance, capturing audiences more effectively through non-skippable ads.
Throughout the session, the guests dig into the practical aspects of launching a successful CTV campaign. They address the initial budget allocation, common challenges in creative production, and measurement techniques that align with long-term brand objectives. As discussions progress, they highlight the unique advantages CTV offers compared to traditional online advertising, particularly through LinkedIn's platform, citing notable cost efficiencies and advanced targeting capabilities. This conversation serves as a comprehensive guide for marketers aiming to harness CTV's potential in enhancing brand visibility and driving engagement within their target market segments.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #ctv #connectedtv
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From Dreamdata:
"Things have changed over the last five years… and these are the core pillars you need to think about if you want to be successful as a company.
Amidst intense budget scrutiny, disruptive AI, and failing lead-generation tactics, B2B marketers must overhaul their strategies to survive and grow by shifting focus from capturing existing demand to strategically creating it for the future.
Speaking on a recent Attributed Podcast, Megan Bowen, CEO of Refine Labs, broke down the strategy that she believes is now essential for survival and growth.
She argues that the "growth at all costs" era is definitively over, and in its place is a more sustainable, holistic go-to-market motion she calls the 'Brand. Demand. Expand.' framework.
She explains the specifics of each pillar, including the key metric that makes brand performance measurable, a proven formula for reallocating ad spend, and strategies for turning existing customers into your best growth lever."
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the second event, digging into four different common arguments that CFOs make against brand, including: timing, budget, outdated beliefs about buyers, and misguided thoughts on company scope.
Check out our events page to register for the third event, happening live on August 21.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the second event, digging into Measurement and ROI.
Throughout the conversation, Dale systematically demystifies common misconceptions surrounding brand marketing efforts, particularly in the B2B sector, highlighting why measuring brand ROI can be challenging yet essential. The discussion also uncovers how digital marketing's data-driven approach has changed traditional ROI expectations and how this shift has influenced financial executives' demands for precise outcomes.
Check out our events page to register for the third episode, happening live on August 21.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Evan Hughes and Ciara Hopkins host Malin Wijenayake to discuss the 2025 playbook for Paid Social on Reddit.
This session focuses on the strategic importance of using Reddit ads for B2B marketing. As the digital marketing landscape evolves, they dig into why Reddit, often overlooked in B2B strategies, can be a powerful platform for reaching untapped segments. Evan highlights the shifting dynamics of Reddit discoverability with Google's data agreement, opening pathways for marketers to re-evaluate Reddit's role in their arsenal.
Malin and Ciara discuss the intricacies of using Reddit for brand awareness and engagement in B2B strategies, considering the unique culture and demographics of the platform. Reddit's expansive subreddit structure offers marketers a vast yet specific landscape to target potential clients with precision. They emphasize crafting creative content that resonates with Reddit's audience, leveraging humor and relevancy to break through typical content fatigue. The episode navigates through essential elements like audience targeting, campaign objectives, creative strategies, and key performance indicators, presenting Reddit as a viable option for marketers willing to explore beyond conventional platforms
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #reddit #subreddit #redditmarketing
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Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing Matt Sciannella hosts Dale Harrison in a three part summer event series about the intricacies of Brand and Performance in your full marketing strategy. In this first session, they cover:-The impact of brand and performance in marketing-How to integrate both pillars into your full strategy-Memory, task completion, and psychology of response-Optimizing budget allocation between brand and performance
Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the third part of the first episode, covering budget allocation between brand and performance marketing.
As Dale shares his expertise, he underscores the importance of understanding how consumer memory interacts with advertising and the long-term impacts on sales. He delivers actionable insights, particularly around the renowned 60:40 rule—a guideline suggesting that 60% of a marketing budget should focus on brand, while 40% should aim at performance-driven campaigns. Dale highlights the differences between B2B and B2C strategies, suggesting that certain industries may require shifting this balance based on their purchase cycles. He explores the dynamics of memory decay and its impact on brand effectiveness over long purchase cycles. With real-world examples, Dale breaks down how newer brands differ from mature ones in their approach to performance advertising.
Check out our events page to register for the second episode, happening live on July 22.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the second part of the first episode, covering how brand and performance can work together as well as common mistakes and limitations of each.
Dale emphasizes that brand ads should aim at building durable memory associations with future buyers, who represent a significant 95% of potential consumers not actively in market. He explains the importance of creating brief, impactful brand ads designed to refresh memories. He also highlights the unimodal nature of performance ads, designed to trigger immediate actions among the 5% of consumers in-market. He cautions against including multiple calls to action in any single performance ad to avoid cognitive overload and reduced effectiveness.
Matt and Dale also cover the limits of performance ads in forming long-term brand memories and investigate how cognitive psychology plays a part in ad memory retention. They mention performance ads often lack impact due to generic offers, and share compelling insights into how rebranding can erase prior brand memories, highlighting the value of consistent brand assets over time.
Tune in soon for part three of this enlightening episode.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Matt Sciannella hosts Dale Harrison in a three part summer event series to cover the intricacies of Brand and Performance marketing. This is the first part of the first episode, covering why brand and performance are both important elements to consider in your overall B2B marketing strategy.
They explore why companies must establish a presence in buyers' minds before they come into the market and highlight the cognitive differences between memory formation and responsive actions in marketing. Dale explains that 80-85% of B2B buyers have a pre-existing set of brands in mind before they even begin their purchasing journey, making brand recognition crucial. He also explains the science behind brand marketing that works to establish durable memory structures through distinctive brand assets like logos, mascots, and jingles, which create lasting emotional connections. Performance marketing, on the other hand, is focused on eliciting immediate actions from buyers, functioning best when informative and action-oriented.
Tune in soon for part two of this enlightening episode.
Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing
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Megan Bowen, Evan Hughes, and Ciara Hopkins host Jason Theroux to discuss the 2025 playbook for Paid Social and Facebook / Meta ads.
This session focuses on utilizing Meta’s platforms for creating brand awareness and improving engagement within the B2B sector. As businesses seek to meet their audiences where they reside online, marketing professionals can leverage the insights shared to refine their digital strategies.
Dale shares actionable insights into audience targeting, the importance of consolidation, and effective use of third-party tools for better audience reach on Facebook. He and Ciara emphasize the use of creative content strategies, including carousel ads and video content, to captivate the audience's attention. Mastering Meta's intricate advertising tools means understanding each ad placement's value, avoiding low-quality impressions, and aligning campaign objectives with business goals.
This episode also offers guidance on measuring campaign success through a hybrid attribution framework, addressing the challenges of tracking and conversion amidst privacy changes and algorithm updates. The dialogue supports businesses in balancing their marketing budgets optimally across channels, with Facebook serving as a valuable, cost-effective component in a diversified marketing mix.
Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #ads #paidads #googleads #paidsearch #paidsocial #meta #facebook #instagram
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From GTM Live:
This week on GTM Live, Carolyn sits down with Megan Bowen, CEO of Refine Labs, to unpack why so many B2B companies are pouring budget into paid media, and still missing revenue targets.
They break down what’s really going wrong: not too much paid media, but too much spend on a strategy that doesn’t convert. Pipeline is down. Revenue is down. And yet, the response is often to spend more, not better.
You’ll hear why performance marketing often fails to deliver real outcomes, how misaligned KPIs drive bad decisions, and what separates newer, agile companies from legacy players still running outdated GTM playbooks.
Megan shares insights from working with dozens of growth-stage companies and how leadership mindset, speed of iteration, and willingness to challenge old assumptions can make or break your demand strategy.
If you’ve been trying to defend paid spend, or wondering why results are flat despite doing “all the right things”, this episode is for you.
Key topics in this episode:
Why paid media often fails to convert to pipeline or revenue
The difference between new-school and old-school GTM teams
Why optimizing for MQLs leads to the wrong outcomes
How to rethink measurement for real demand capture
What high-performing growth teams do differently
This episode is powered by Passetto. We help high-growth and equity-backed companies turn GTM data into better decisions, faster. We unify your GTM and financial data, identify your growth levers, and help you scale. Part SaaS, part advisory. Visit passetto.com.
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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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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#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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