Podcast
Stacking Growth | The B2B Marketing Podcast
Hosted by Refine Labs · EN
Hosted by Refine Labs, this podcasts is for marketers, by marketers.
Whether you're new or seasoned , we want to help you refine your strategies, find meaningful takeaways, and hear real, honest stories of marketers who've been able to make waves for the industry. Combining purposeful tactics and strategies across multiple areas is what it means to Stack Growth - let's help build each other up.
24episodes
Episodes
Newest firstAll episodes
Being a Designer in the AI Era
Nov 1800:31:17Tap to summarize0. SummaryThis episode explores how Refine Labs lead designer Monica Beesting navigates creativity, design workflows, and authenticity in the AI era. Listeners gain practical insight into how human-driven creative direction remains essential even as AI tools expand what’s possible in modern marketing.1. Speakers and RolesSteph Cragnola – Host; marketer guiding conversations about growth, change, and modern marketing challenges.Evan Hughes – Host; marketing practitioner offering perspective on industry shifts and AI adoption.Monica Beesting – Lead Designer at Refine Labs; former museum designer turned marketing creative who brings deep experience in visual storytelling, brand identity, and conceptual design.2. Topics CoveredHow designers adapt to the rise of AI in marketingUsing AI to extend creative capability without losing brand voiceHuman art direction vs. AI-generated imageryEthical boundaries and intellectual property considerationsCollaboration patterns inside modern marketing teamsEmotional and professional pressures surrounding new creative toolsMaintaining quality and authenticity in saturated content environmentsIndividual creative processes and where AI fits within them3. Questions This Video Helps AnswerHow should creatives use AI without losing their unique voice or standards?What does “art direction” look like in an AI-driven workflow?How can brands maintain authenticity when AI-generated content becomes widespread?What are healthy boundaries for using AI in creative work?How should marketing teams think about tool adoption and individual creative processes?How do you balance efficiency with originality in a crowded content landscape?4. Jobs, Roles, and Responsibilities MentionedDesigner / Lead DesignerArt DirectorCreative Team / Graphic DesignersMarketersInterns (museum, marketing)Developers / WordPress implementationClient-facing creative roles5. Key TakeawaysAI expands creative possibility but still requires strong human direction to produce cohesive, meaningful visuals.Each designer must identify their personal boundaries and ethical comfort level with AI tools.Creative tools should reduce friction, not introduce complexity—adoption should be purposeful, not reactive.Internal collaboration, especially inside design teams, remains crucial for troubleshooting and skill building.Unique, human-driven storytelling continues to differentiate brands as AI-generated content becomes ubiquitous.Designers can embrace AI as a way to bring imaginative concepts to life—not as a replacement for original thinking.6. Frameworks and Concepts MentionedArt direction for AI-generated imagesImage curation vs. image creationConceptual storytellingWorkflow efficiency vs. creative integrityEthical use of AI and avoiding IP infringement
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Marketing Agency 101 with Megan Bowen
Nov 1300:24:39Tap to summarizeRefine Labs CEO Megan Bowen joins Evan Kirstel for a deep-dive into how B2B marketing must evolve for the AI era. The conversation covers modern go-to-market models, buyer-centric strategies, and how Refine Labs helps companies drive measurable pipeline growth through data, experimentation, and cultural excellence.1. Speakers and RolesMegan Bowen – CEO of Refine Labs. With 20 years in B2B SaaS at companies like Zocdoc, Grubhub, and WeWork, she brings deep expertise in modernizing go-to-market strategy and redefining marketing measurement.Evan Kirstel– Host and interviewer. Brings over 30 years in tech sales and marketing leadership.2. Topics CoveredThe evolution of B2B buying and selling from the analog to the AI era.Why traditional MQL-based marketing is outdated.The “Brand, Demand, Expand” model for full-funnel growth.Refine Labs’ AI strategy and benchmarking methodology.Alignment between sales and marketing in 2025.The future of content creation and human creativity in an AI-driven market.Building company culture around people-first principles.The Refine Labs Vault: democratizing growth frameworks and insights.3. Questions This Video Helps AnswerWhat’s fundamentally broken about traditional B2B marketing models?Why is the MQL metric no longer a reliable measure of success?How should marketers adapt to buyer-led decision-making?What is the “Brand, Demand, Expand” framework, and how does it work?How is AI transforming marketing operations and customer acquisition?How can companies build a people-first culture that drives performance?4. Jobs, Roles, and Responsibilities MentionedCEO, CMO, VP of Marketing, Sales teams, Customer Success and Account Management, Marketing Operations and Creative roles, Content strategists and paid media managers5. Frameworks and Concepts MentionedBrand, Demand, Expand (three-pillar GTM framework)Ideal Customer Profile (ICP)Buyer-centric marketingAI-powered benchmarksRevenue funnel analysis and pipeline conversion optimization6. Related ResourcesRefine Labs: https://www.refinelabs.comThe Vault: access to Refine Labs frameworks and community.HubSpot (mentioned as part of inbound marketing evolution)Grandin Holdings (Refine Labs investment partner)
Transcribe →Expert Session: Repurposing Website Content for Ad Creative with Matthew Sciannella
Oct 7, 2024Tap to summarizeIn our August Expert Session, Chris Walker and Matthew Sciannella spent an hour delivering detailed analysis, actionable feedback, and tips on repurposing website content for ad creative. Key takeaways include: The transition from paid search to paid social requires a deep understanding of platform user behavior and creative messaging strategies. Existing web content like feature pages, case studies, and product updates are the best starting points for repurposing into engaging ad formats such as carousel ads and short-form videos. Use metrics like dwell time on LinkedIn to measure the engagement of your content and adjust strategies accordingly. If you missed the event, you can access it here on our YouTube page. You can also find previous months' Expert Sessions including Marketing in Competitive Categories, featuring Kyle ColemanScaling a Demand Engine, featuring Alice De Courcy Leveraging Social and Community to Create Demand, featuring Dave Gerhardt
Transcribe →Expert Session: Scaling a Demand Engine, with Alice de Courcy
Jul 15, 2024Tap to summarizeIn our February Expert Session, Chris Walker was joined by Cognism’s Alice De Courcy to talk about the transformative journey of marketing strategies from lead generation to demand generation. The dialogue revolves around the pivotal shifts in B2B Go-to-Market and digital demand tactics, revealing the forward-thinking practices leading today's marketplace. Alice unfolds the rationale behind moving from a lead gen to a demand gen strategy and emphasizes the importance of evaluating revenue-driving factors within marketing initiatives. By analyzing the revenue models and aligning with organizational targets, she expresses how Cognism made significant strides in efficiency. The episode further explores metrics and KPIs vital in gaining executive alignment during marketing transformations, demonstrating the practical aspect of transitioning strategies without overwhelming the organization. Thanks to our friends at Hatch for producing this episode. Get unlimited podcast editing at www.hatch.fm
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