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Episode Notes [03:47] Seth's Early Understanding of Questions [04:33] The Power of Questions [05:25] Building Relationships Through Questions [06:41] This is Strategy: Focus on Questions [10:21] Gamifying Questions [11:34] Conversations as Infinite Games [15:32] Creating Tension with Questions [20:46] Effective Questioning Techniques [23:21] Empathy and Engagement [34:33] Strategy and Culture [35:22] Microsoft's Transformation [36:00] Global Perspectives on Questions [39:39] Caring in a Challenging World Resources Mentioned The Dip by Seth Godin Linchpin by Seth Godin Purple Cow by Seth Godin Tribes by Seth Godin This Is Marketing by Seth Godin The Carbon Almanac This is Strategy by Seth Godin Seth's Blog What Does it Sound Like When You Change Your Mind? by Seth Godin Value Creation Masterclass by Seth Godin on Udemy The Strategy Deck by Seth Godin Taylor Swift Jimmy Smith Jimmy Smith Curated Questions Episode Supercuts Priya Parker Techstars Satya Nadella Microsoft Steve Ballmer Acumen Jerry Colonna Unleashing the Idea Virus by Seth Godin Tim Ferriss podcast with Seth Godin Seth Godin website Beauty Pill Producer Ben Ford Questions Asked When did you first understand the power of questions? What do you do to get under the layer to really get down to those lower levels? Is it just follow-up questions, mindset, worldview, and how that works for you? How'd you get this job anyway? What are things like around here? What did your boss do before they were your boss? Wow did you end up with this job? Why are questions such a big part of This is Strategy? If you had to charge ten times as much as you charge now, what would you do differently? If it had to be free, what would you do differently? Who's it for, and what's it for? What is the change we seek to make? How did you choose the questions for The Strategy Deck? How big is our circle of us? How many people do I care about? Is the change we're making contagious? Are there other ways to gamify the use of questions? Any other thoughts on how questions might be gamified? How do we play games with other people where we're aware of what it would be for them to win and for us to win? What is it that you're challenged by? What is it that you want to share? What is it that you're afraid of? If there isn't a change, then why are we wasting our time? Can you define tension? What kind of haircut do you want? How long has it been since your last haircut? How might one think about intentionally creating that question? What factors should someone think about as they use questions to create tension? How was school today? What is the kind of interaction I'm hoping for over time? How do I ask a different sort of question that over time will be answered with how was school today? Were there any easy questions on your math homework? Did anything good happen at school today? What tension am I here to create? What wrong questions continue to be asked? What temperature is it outside? When the person you could have been meets the person you are becoming, is it going to be a cause for celebration or heartbreak? What are the questions we're going to ask each other? What was life like at the dinner table when you were growing up? What are we really trying to accomplish? How do you have this cogent two sentence explanation of what you do? How many clicks can we get per visit? What would happen if there was a webpage that was designed to get you to leave? What were the questions that were being asked by people in authority at Yahoo in 1999? How did the stock do today? Is anything broken? What can you do today that will make the stock go up tomorrow? What are risks worth taking? What are we doing that might not work but that supports our mission? What was the last thing you did that didn't work, and what did we learn from it? What have we done to so delight our core customers that they're telling other people? How has your international circle informed your life of questions? What do I believe that other people don't believe? What do I see that other people don't see? What do I take for granted that other people don't take for granted? What would blank do? What would Bob do? What would Jill do? What would Susan do? What happened to them? What system are they in that made them decide that that was the right thing to do? And then how do we change the system? How given the state of the world, do you manage to continue to care as much as you do? Do you walk to school or take your lunch? If you all can only care if things are going well, then what does that mean about caring? Should I have spent the last 50 years curled up in a ball? How do we go to the foundation and create community action?…
المحتوى المقدم من Refine Labs. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Refine Labs أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
It’s not enough to start a category or even a community. You need to start a movement. Hosted by Refine Labs, our mission with the Stacking Growth podcast is to help you create an unfair competitive advantage by breaking down how B2B companies dominate categories and unlock growth through a go-to-market strategy built for the way customers buy today. Together, we will build your brand, grow your business, delight your customers, and crush your competition.
المحتوى المقدم من Refine Labs. يتم تحميل جميع محتويات البودكاست بما في ذلك الحلقات والرسومات وأوصاف البودكاست وتقديمها مباشرة بواسطة Refine Labs أو شريك منصة البودكاست الخاص بهم. إذا كنت تعتقد أن شخصًا ما يستخدم عملك المحمي بحقوق الطبع والنشر دون إذنك، فيمكنك اتباع العملية الموضحة هنا https://ar.player.fm/legal.
It’s not enough to start a category or even a community. You need to start a movement. Hosted by Refine Labs, our mission with the Stacking Growth podcast is to help you create an unfair competitive advantage by breaking down how B2B companies dominate categories and unlock growth through a go-to-market strategy built for the way customers buy today. Together, we will build your brand, grow your business, delight your customers, and crush your competition.
Ciara Hopkins, VP of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about leads: leads are not all created equal, and Ciara talks through why, and how to address it. Ciara starts by talking through her journey, starting as an SDR constantly questioning the ‘why’ behind instant calls and emails to new leads. She highlights the transformation she witnessed and became part of in marketing, moving from traditional lead gen to a demand gen approach. As a marketer, Ciara emphasizes the crucial role of UTM tracking and high versus low intent categorization in driving marketing efficiency. She highlights the importance of understanding the entire customer journey by collaborating with sales and operational teams to enhance data integrity. She also breaks down the industry's shift toward recognizing the value of brand awareness efforts and the necessity of meaningful KPI development to measure these initiatives effectively. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #CRM ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ciara Hopkins Connect with the hosts: Evan Hughes Steph Crugnola…
Megan Bowen and Evan Hughes host Ciara Hopkins in a roundtable discussion of paid ads, nailing down when is the right time to start investing. They cover: Defining your ideal customer profile and target market Developing your strategic narrative Building a website that converts traffic into sales conversions Aligning Marketing and Sales In addition to valuable insights and questions from the live audience, Megan, Evan, and Ciara detail each of these milestones, how to get started with building up to them, and how to know when you’ve hit the right place to start investing money effectively into paid ads. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #paidads #roundtable #marketingexpert ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ciara Hopkins Connect with the hosts: Evan Hughes Megan Bowen…
Ashley Lewin, Senior Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion about attribution, and how to bridge the gap traditional software based attribution can leave in your understanding of your customers. Ashley starts by breaking down each attribution model, including first touch, last touch, multi touch, and self reported, highlighting the strengths and gaps left by each. Then she breaks down the hybrid attribution model, walking through first steps on how to implement and utilize the data insights it can give. Ashley stresses the importance of viewing attribution as a compass to get you close to your destination, rather than a definitive answer, and how staying flexible and curious can help keep you better up to date with the rapidly changing landscape in marketing. Episode topics: #marketing, #attribution, #demandgeneration, #selfreportedattribution, #B2BSaaS, #digitalmarketing #CRM ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Ashley Lewin Connect with the hosts: Evan Hughes Steph Crugnola…
Kerri Amodio, Director of Demand Generation at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on why (and how) you should start ungating your content. Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing. She highlights the necessary shift that marketers need to make towards adopting a demand generation mindset and creating a consistent demand for products and services rather than just generating leads. Kerri lays out several tactical strategies for effectively measuring and repurposing high-value content. She also stresses the growing importance of building trust and credibility with audiences by delivering authentic and ungated content—content that is open and accessible without barriers such as gated forms or sign-ups, thus fostering a more genuine relationship with the audience. Episode topics: #marketing, #content, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #gatedcontent ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Kerri Amodio Connect with the hosts: Evan Hughes Steph Crugnola…
Aaron Weekes, Performance Marketing Manager at Refine Labs, joins Evan Hughes and Steph Crugnola for a discussion on the program he launched on his podcast to help job-seeking marketers work on their content and storytelling. Aaron shares his personal story with finding himself looking for a new role, and how making connections through content helped him narrow down his search and eventually land his position at Refine Labs. He focuses on the storytelling aspect of marketing, and how generating consistent content on LinkedIn or other platforms can help prospective companies learn more about you before you even apply. Episode topics: #marketing, #podcasting, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #interview #jobsearch ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Aaron Weekes Connect with the hosts: Evan Hughes Steph Crugnola…
Megan Bowen, Refine Labs CEO, joins Evan Hughes and Steph Crugnola for the premiere episode of Stacking Growth: Called to Action. On this season of Stacking Growth, we’re featuring marketing leaders who’ve been called to make a change, and inviting them to share their journey - the highs, the lows, and everything in between. Megan reflects on the major shifts happening in B2B SaaS companies right now, having moved from the “Growth At All Costs” mindset into a “Profitable, Efficient Growth” mindset as well as the transition through buying Eras from Analog to Website to Dark Social, and now into AI. She talks about how Change Management is necessary for companies to succeed in moving into the modern era of marketing, especially midmarket enterprise organizations that have been operating successfully for a long time in the Website era. She outlines the crucial steps for navigating change management effectively: assessing reality, updating brand positioning, and phasing into new digital strategies, and how Refine Labs excels at facilitating this process. Megan shares the darkest moments along her journey, how she was able to push through to grow stronger, and a message of hope in embracing your humanity to find your marketing superpowers. Episode topics: #marketing, #changemanagement, #demandgeneration, #AI, #B2BSaaS, #digitalmarketing __ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Megan Bowen Connect with the hosts: Evan Hughes Steph Crugnola…
From Metrics & Chill: “In this Metrics & Chill interview we hear from Megan Bowen, CEO of Refine Labs, a progressive demand strategy and research firm focused on growth-stage B2B SaaS companies. She shares how they leverage historical data to help their clients get more customers. When they start working with a new client, the first thing they do is conduct what they call a "revenue performance assessment." Key Takeaways: Revenue Performance Assessment: Refine Labs conducts an in-depth analysis of historical CRM data to optimize demand generation strategies, focusing on lead pipelines and closed-deal analytics. Prioritizing Attribution: A blend of software-based and self-reported attribution provides a more comprehensive understanding of the lead-generation journey, particularly highlighting critical insights for demand creation programs. Identifying Growth Levers: Key growth drivers often include improving lead conversion rates and paid social advertising effectiveness, helping companies leverage their strengths for better outcomes. Consistent Review Process: Businesses are encouraged to perform revenue assessments every 9 to 12 months to refine strategies and adapt to evolving market conditions. Common Challenges: Common pitfalls among companies include overspending on paid search and ineffective social media strategies, areas where Refine Labs offers guidance to boost efficiency. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.…
CEO Megan Bowen and VP of Marketing Evan Hughes hosted Director of Demand Generation Kerri Amodio to walk through the shift from a Lead Gen to Demand Gen strategy, especially focusing on the complexity of making the transition in a larger organization. They explored how to build a compelling business case using historical data, manage the change process effectively, and guide your organization through a mindset shift, and gave insights on the phases of GTM transformation and how to influence leadership buy-in. Key Takeaways: Transitioning from lead gen to demand gen involves understanding current state, obtaining leadership buy-in, and segmenting changes into manageable phases. A deeper focus on demand creation, in addition to demand capture and conversion, helps companies sustainably grow their market share over time. Leadership alignment and clear communication, bolstered by data-backed business cases, are essential for successful change management. Emphasizing customer experience as a marketing strategy can significantly enhance word-of-mouth referrals and overall brand reputation. Demand creation strategies should focus on solving real customer problems and delivering unique value propositions through the right digital channels. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.…
CEO Megan Bowen and VP of Marketing Evan Hughes hosted Demand Generation Manager Ryan Olestro and Senior Performance Marketing Manager Malin Wijenayake to discuss paid search efficiency and how to stop overspending. They dive into key tactics for improving paid advertising strategies, focusing on recognizing budget inefficiencies and balancing spending between Google Ads and Paid Social. They cover setting up effective conversion tracking, differentiating between competitor and branded campaigns, and adjusting to changing search dynamics. The discussion provides practical strategies to boost ROI and adapt marketing efforts to changing digital landscapes. The panelists share insights on experimental approaches to Google Ads, such as optimizing for conversion value, using dynamic search ads, and writing effective ad copy. They stress the importance of evolving ad strategies in response to AI technologies and highlight the need for ongoing testing and adaptation to remain competitive in digital marketing. Key Takeaways: Implement effective conversion tracking by integrating UTMs into your CRM system to accurately assess keyword and campaign performance. Balance your budget between demand capture and demand creation strategies to avoid overspending on Google Ads and invest in medium to long-term brand building. Structure non-branded campaigns by separating high-intent keywords from low-intent keywords to ensure efficient budget utilization and targeting. Experiment with dynamic search ads and competitor campaigns to glean insights into consumer behavior and identify new keyword opportunities. Continuously refine ad copy and remain flexible with Google's evolving algorithms and SERP formats to maintain a competitive edge in a changing digital environment. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.…
CEO Megan Bowen and VP of Marketing Evan Hughes hosted VP Of Demand Generation Ciara Hopkins , and Senior Director of Demand Generation Matthew Sciannella to dive into the 2025 planning process. Through the event, they addressed significant trends in the digital marketing space, emphasizing the need for adaptability and smart investment. Key topics include the saturation of B2B advertising platforms like LinkedIn, the critical role of content strategy, and the value of aligning business fundamentals with modern marketing tactics in order to enable your company to optimize its growth trajectory in an increasingly competitive market. Key Takeaways: Core Shifts in B2B SaaS: The landscape has changed significantly post-pandemic, emphasizing the need for updated digital strategies that focus on long-term growth and adaptability. The Role of Data in Planning: Historical data analysis and common sense are key components of setting realistic, data-driven marketing goals that align with business objectives. Importance of Brand Awareness: Despite the pressure for immediate ROI, investment in brand awareness is crucial for sustained business growth and should accompany demand generation efforts. Content Strategy as a Differentiator: A well-rounded and strategic approach to content creation, focusing on different stages of the customer journey, is essential for engaging potential buyers. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.…
Kerri Amodio, Director of Demand Gen, delivered a Keynote and Q&A session for SMX Masterclass. She focused on how businesses can leverage AI tools like ChatGPT to optimize their marketing campaigns. She emphasized the importance of using AI not merely to save time but to enhance the quality of marketing efforts, improve messaging, and boost revenue. The discussion details the use of AI for refining ideal customer profiles (ICP), crafting compelling ad copy, and designing personalized marketing strategies. Kerri articulates the nuances of using tools such as ChatGPT, Microsoft Copilot, and Google Gemini in creating targeted, effective paid media campaigns. The conversation covers the importance of understanding customer data, competitor analysis, and the integration of AI in crafting messaging that resonates with specific audience needs. With insights on the ever-evolving landscape of digital marketing, listeners are guided on how to stay ahead of the curve with AI-enhanced strategies that deliver tangible results. See full videos and more on our YouTube channel Stay on top of all Refine Labs news and events by subscribing to our newsletter.…
Triana Mills, VP of Creative, joins Steph Crugnola on Stacking Growth Snacks to break down the differences between a Creative Strategy Package and a Creative Execution Package. She details what's included, who would benefit most, and the timeline investment you'd be looking at for each package. See the video on our YouTube Channel Stay on top of all Refine Labs news and events by subscribing to our newsletter .…
Evan Hughes and Steph Crugnola joined Corey Kossack of Aspireship on the Startup Skills Podcast to talk about the four essential roles in building a podcast. From Startup Skills Podcast: The second episode of the Startup Skills Podcast, Corey engages with Evan Hughes and Steph Crugnola from Refine Labs to discuss podcasting as a growth strategy for B2B tech companies. They explore the importance of podcasting for brand storytelling and audience engagement, emphasizing the need for a clear strategy and intention behind each episode. The conversation covers essential roles for podcast success, including the architect, host, creative, and distributor, and offers practical advice on developing these skills within a team. They also highlight the significance of content distribution across various platforms and building a strong network in the podcasting space.…
Ragen Dodson joins Steph Crugnola on Stacking Growth Snacks to cover Data Democratization. In this episode, she guides listeners through specific talk tracks that can help convince leadership to make the change. She highlights the most important benefits of switching to a Data Democracy to make it attractive to your C-Suite and stakeholders. See the video on our YouTube Channel Stay on top of all Refine Labs news and events by subscribing to our newsletter .…
Our September Expert Session, featuring Malin Wijenayake and Chris Walker, focused on YouTube Ad Strategy! Through the session, they covered: tools for measuring impact most efficient targeting options for each ad type options for developing ad creative successful examples of current ads benchmark metric goals and examples ...and more! If you want to watch the full video, you can access it here on our YouTube page. And, if you enjoy these sessions, make sure you mark your calendars for what's coming in Q4: B2B Marketing Roundtable w/ Refine Labs —a live, three-part series to help you fine-tune your 2025 strategy and make the most of your paid media. Our CEO, Megan Bowen, VP of Marketing, Evan Hughes, and other Refine Labs experts will be talking through the practical stuff that really matters when it comes to your 2025 plan. Here’s what we’ll cover: October Session: Goal Setting for 2025 – How to plan for success without locking yourself into something rigid. November Session: Paid Media Efficiency – How to stop overspending and get more from your budget. December Session: Driving Real Change in Your Go-to-Market – How large organizations can make impactful, lasting changes.…
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