Stacking Growth | The B2B Marketing Podcast

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 ______ Subscribe to Stacking Growth on Spotify [https://open.spotify.com/show/68IrwrTAMubmi6lorDpT4c?si=2a086b03504244db] and YouTube [https://www.youtube.com/channel/UCVXDCQ946qmDz3XoFp7J90Q] Learn More About Refine Labs [https://www.refinelabs.com/] Sign Up For Our Newsletter [https://www.refinelabs.com/newsletter] Connect with the guests: Matt Sciannella [https://www.linkedin.com/in/matthewsciannella/]Aaron Weekes [https://www.linkedin.com/in/aaronmichaelweekes/]Kyle Taylor [https://www.linkedin.com/in/-kyletaylor/] Connect with the hosts: Evan Hughes [https://www.linkedin.com/in/evanghughes/]

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 [https://dreamdata.io/the-attributed-podcast], Megan Bowen [https://www.linkedin.com/in/meganwhitebowen/], CEO of Refine Labs [https://www.refinelabs.com/], 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 [https://www.refinelabs.com/events?] to register for the third event, happening live on August 21.  Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing  ______ Subscribe to Stacking Growth on ⁠Spotify⁠ [https://open.spotify.com/show/68IrwrTAMubmi6lorDpT4c?si=2a086b03504244db] and ⁠YouTube⁠ [https://www.youtube.com/channel/UCVXDCQ946qmDz3XoFp7J90Q] ⁠Learn More About Refine Labs⁠ [https://www.refinelabs.com/] ⁠Sign Up For Our Newsletter⁠ [https://www.refinelabs.com/newsletter] Connect with the hosts: ⁠Matt Sciannella⁠ [https://www.linkedin.com/in/matthewsciannella/] ⁠Dale Harrison [https://www.linkedin.com/in/dalewharrison/]

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 [https://www.refinelabs.com/events?] to register for the third episode, happening live on August 21.  Episode topics: #marketing, #demandgeneration, #brand, #B2BSaaS, #digitalmarketing #ads #brandmarketing #performancemarketing  ______ Subscribe to Stacking Growth on Spotify [https://open.spotify.com/show/68IrwrTAMubmi6lorDpT4c?si=2a086b03504244db] and YouTube [https://www.youtube.com/channel/UCVXDCQ946qmDz3XoFp7J90Q] Learn More About Refine Labs [https://www.refinelabs.com/] Sign Up For Our Newsletter [https://www.refinelabs.com/newsletter] Connect with the hosts: Matt Sciannella [https://www.linkedin.com/in/matthewsciannella/] Dale Harrison [https://www.linkedin.com/in/dalewharrison/]

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 ______ Subscribe to Stacking Growth on Spotify [https://open.spotify.com/show/68IrwrTAMubmi6lorDpT4c?si=2a086b03504244db] and YouTube [https://www.youtube.com/channel/UCVXDCQ946qmDz3XoFp7J90Q] Learn More About Refine Labs [https://www.refinelabs.com/] Sign Up For Our Newsletter [https://www.refinelabs.com/newsletter] Connect with the guests: Ciara Hopkins [https://www.linkedin.com/in/ciaraklein/] Malin Wijenayake  [https://www.linkedin.com/in/malinwijenayake/] Connect with the hosts: Evan Hughes [https://www.linkedin.com/in/evanghughes/] Megan Bowen [https://www.linkedin.com/in/meganwhitebowen/]