Stacking Growth | The B2B Marketing Podcast

#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 ______ 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/] Libby Schell [https://www.linkedin.com/in/libbyschell/] Connect with the hosts: Evan Hughes [https://www.linkedin.com/in/evanghughes/] Megan Bowen [https://www.linkedin.com/in/meganwhitebowen/]

#marketingtips #brand #demand #expand #marketing #b2b 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 into Community and In Person Connection!

Refine Labs’ General Manager Judy Sheriff is on today to walk through how and why you should implement Refine Labs’ modern, tangible success metrics for your marketing team.  Judy Sheriff shares her career story, starting with her entry into marketing in 2010, highlighting experiences with companies relying heavily on traditional metrics such as MQLs, and her eventual discovery of modern demand generation strategies. The conversation moves then into the critical juncture when she realized the necessity for change and her subsequent contributions at Refine Labs in guiding companies toward a comprehensive understanding of influence over direct tracking. Essential SEO keywords such as "B2B SaaS," "marketing measurement framework," and "demand generation" are explored throughout the episode. The episode also spotlights the impact of tools and strategies that have helped Judy develop successful frameworks in marketing. With Evan, they discuss the importance of simplifying dashboards and streamlining data processes for accurate measurement. Judy emphasizes the significance of aligning with sales and finance to drive effective change and discusses the potential over-reliance on AI in marketing.  Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #measurement #metrics ______ 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 guest: Judy Sheriff [https://www.linkedin.com/in/judymoon/] Connect with the hosts: Evan Hughes [https://www.linkedin.com/in/evanghughes/] Steph Crugnola [https://www.linkedin.com/in/stephaniecrugnola/]

#marketingtips #brand #demand #expand #marketing #b2b 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 into Brand, Demand, Expand!