2025 Planning and Goal Setting | Refine Labs B2B Marketing Roundtable

Stacking Growth | The B2B Go-to-Market Podcast

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.

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