Why To Start Ungating Your Content | Kerri Amodio

Stacking Growth | The B2B Go-to-Market Podcast

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The So What from BCG

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Re-Recruiting and Other New HR Strategies You Can’t Ignore 18:09

۷ روز پیش18:09

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18:09

HR is no longer just about managing people—it’s about shaping the future of work. Jens Baier, BCG’s HR transformation expert, discusses how AI and shifting employee expectations are forcing companies to rethink talent strategies. From re-recruiting to upskilling employees, HR must adapt to a rapidly changing landscape. Learn More: Jens Baier: https://on.bcg.com/41ca7Gv BCG on People Strategy: https://on.bcg.com/3QtAjro Decoding Global Talent: https://on.bcg.com/4gUC4IT…

حدود یک سال پیش 36:52

MP3•خانه قسمت

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Kerri starts by explaining how lead generation tactics have become more and more outdated as the market and technology keeps growing and changing.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

Connect with the guest:

Kerri Amodio

Connect with the hosts:

Evan Hughes

Steph Crugnola

206 قسمت

#Business #Marketing #Refine Labs

Why To Start Ungating Your Content | Kerri Amodio

Stacking Growth | The B2B Go-to-Market Podcast

published حدود یک سال پیش

اشتراک گذاری

MP3•خانه قسمت

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.

Episode topics: #marketing, #content, #demandgeneration, #contentcreation, #B2BSaaS, #digitalmarketing #gatedcontent

______

Subscribe to Stacking Growth on Spotify and YouTube

Learn More About Refine Labs

Connect with the guest:

Kerri Amodio

Connect with the hosts:

Evan Hughes

Steph Crugnola

206 قسمت

#Business #Marketing #Refine Labs

همه قسمت ها

1
Building an Organic Content & Thought Leadership Strategy | B2B Round Table 50:25

۹ hours پیش50:25

50:25

Megan Bowen and Evan Hughes host Ashley Lewin and Steph Crugnola in a roundtable discussion of how to create a sustainable, unique content strategy. They cover: Building a unique point of view in content strategy is crucial for differentiation and capturing audience attention. Consistency in content distribution helps build trust and establishes the brand as a credible source of information. Integrating different content formats (video, text, visuals) can effectively engage diverse audiences. Authenticity and humanized content resonate more with audiences than overly polished or curated posts. A well-developed strategic narrative, based on understanding big changes in the market, can align messaging across all company communications. In addition to valuable insights and questions from the live audience, Megan, Evan, Ashley and Steph share their personal strategies for keeping up with content production as well as the Refine Labs strategy. Episode topics: #marketing, #demandgeneration, #B2BSaaS, #digitalmarketing #advertising #content #roundtable #marketingexpert ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guests: Ashley Lewin Steph Crugnola Connect with the hosts: Evan Hughes Megan Bowen…

1
How to Implement a Demand Creation Strategy | Sam Kuehnle 40:59

۷ روز پیش40:59

40:59

Sam Kuehnle, VP of Marketing at Loxo, joins Evan Hughes and Steph Crugnola for a discussion about taking on a leadership role in Demand Creation and how to make an impact. The discussion focuses on evolving demand generation strategies, the interplay between lead generation and demand creation, and how Sam transitioned from agency work at Refine Labs to a leadership position. Throughout, Sam offers insights into planning effective marketing strategies in a rapidly changing digital landscape. The conversation begins by exploring Sam's marketing journey, from his foundational experiences in a family-run agency to working as an account development representative in SaaS, highlighting his shift from the predictable revenue model to a demand-focused approach inspired by Chris Walker. Sam also shares invaluable advice on stakeholder management, emphasizing the necessity of aligning marketing strategies with overarching business goals. He discusses methodologies for generating quick wins, such as optimizing Google Ads and refining audience targeting, providing practical insights into sustainable marketing practices. The episode concludes with forward-thinking strategies and preparing for the future of marketing, stressing the importance of adaptability and continuous learning. Episode topics: #marketing, #leadgen, #demandgeneration, #sales, #B2BSaaS, #digitalmarketing #demandcreation ______ Subscribe to Stacking Growth on Spotify and YouTube Learn More About Refine Labs Sign Up For Our Newsletter Connect with the guest: Sam Kuehnle Connect with the hosts: Evan Hughes Steph Crugnola…

1
Why Leads Are Not All Created Equal | Ciara Hopkins 37:49

14 روز پیش37:49

37:49

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…

1
4 Milestones to Hit Before Investing in Paid Advertising | Refine Labs B2B Roundtable 46:58

21 روز پیش46:58

46:58

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…

1
How to Bridge the Attribution Gap | Ashley Lewin 36:32

28 روز پیش36:32

36:32

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…

1
Why To Start Ungating Your Content | Kerri Amodio 36:52

۵ weeks پیش36:52

36:52

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…

1
How Podcasting Can Help You Land Your Next Role | Aaron Weekes 28:08

۶ weeks پیش28:08

28:08

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…

1
Why Change Management is Crucial to Pull You Into the Current Era of Marketing | Megan Bowen 43:23

۷ weeks پیش43:23

43:23

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…

1
Use Historical Data to Grow Your Business | Megan Bowen on Metrics & Chill 34:01

11 weeks پیش34:01

34:01

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.⁠…

1
Optimizing GTM Strategy For Growth | Refine Labs B2B Marketing Roundtable 56:30

12 weeks پیش56:30

56:30

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.…

1
Paid Search Efficiency | Refine Labs B2B Marketing Roundtable 55:28

15 weeks پیش55:28

55:28

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.…

1
2025 Planning and Goal Setting | Refine Labs B2B Marketing Roundtable 56:19

17 weeks پیش56:19

56:19

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.…

1
7 ways to use generative AI in PPC to boost revenue | Kerri Amodio SMX Masterclass 57:26

18 weeks پیش57:26

57:26

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.…

1
Snacks 33: Choosing the Right Creative Package 12:32

19 weeks پیش12:32

12:32

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 .…

1
Building a Podcast: Roles That Influence B2B Growth Strategy | Feat: Evan Hughes and Steph Crugnola 33:38

19 weeks پیش33:38

33:38

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.…

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