Stacking Growth | The B2B Marketing Podcast

Why does B2B marketing attribution so often lose leadership’s trust? Becca Spradlin and Augie Kuran, marketing operations consultants at Refine Labs, join the Cybersecurity Marketing Society to explain why attribution is a decision-making tool rather than a credit assignment tool. They cover how first-touch and multi-touch models tell completely different stories about the same deal, what CFOs and boards actually want from attribution reporting, and why AI search traffic may be lower in volume but higher in quality. This is for marketing ops leaders, demand gen marketers and CMOs trying to connect marketing to pipeline.

Megan Bowen doesn't call self-care optional. As CEO of Refine Labs, she calls it a leadership obligation — skip it, and the fallout shows up in your company's culture whether you notice or not.On this episode of Lodestar, Cliff Simon talks with Megan Bowen about scaling a B2B agency to 300+ clients, becoming majority owner in 2025, and the philosophy behind Refine Labs' 50%+ jump in retention: people first, customers second, company bottom line third — the reverse of how most B2B orgs are actually run. They also get into AI-driven martech consolidation, why buyer research shouldn't be an annual event, and the daily non-negotiables (meditation, long walks, lifting) that keep Megan out of burnout.Topics covered: Marketing Maturity Model · internal alignment via data · HubSpot vs. Marketo · AI and martech consolidation · majority ownership transition · talent destination culture · people-pleasing recovery · CEO mental health · building a company that outlasts its founderFAQQ: What does Megan Bowen mean by "people success is customer success is company success"?A: It's a reversal of the typical B2B priority order (customer bottom line → company bottom line → team as afterthought). Megan argues that prioritizing the team first is what actually drives sustainable customer and company outcomes.Q: How did Refine Labs improve retention by over 50%?A: By investing heavily in people-first infrastructure — new roles, leadership layers, and tools — built out significantly more in the past year than in the agency's prior two years combined.Q: What daily habits does Megan Bowen use to manage stress as a CEO?A: Meditation (a single 23-minute session she returns to), walking 5-10 miles a day, weightlifting four days a week, and protecting daily alone time to decompress from being "on" socially all day.Q: Why is Megan Bowen building Refine Labs to operate without her?A: She sees long-term resilience as the goal — a company whose existence isn't solely dependent on its founder, which requires deliberately empowering the team to make decisions without her.#Lodestar #B2BLeadership #CEOPodcast #RefineLabs #GTMStrategy #FounderWellbeing #B2BSaaS #MarketingLeadership #BurnoutPrevention #PeopleFirstCulture

Generative Engine Optimization (GEO) is the practice of structuring B2B content so AI tools like ChatGPT, Gemini, Claude, and Perplexity cite your brand by name, instead of just ranking your website in Google. This episode breaks down David Kirkdorffer's incredible playbook on why traditional SEO alone no longer guarantees visibility, now that 89% of B2B buyers use generative AI somewhere in their purchase process (Forrester) and Google's AI Overviews appear in 74% of problem-solving search queries (Search Engine Journal).We cover:The difference between SEO (ranking in search results) and GEO (being cited inside AI-generated answers)The three things AI models actually look for before mentioning a brand: credibility, consistency, and structureWhy gated PDFs, tabbed website content, and un-transcribed webinars are invisible to AI, even when the content itself is strongHow to manually test whether your brand shows up when buyers ask ChatGPT, Gemini, and Perplexity about your categoryThree fixes any B2B marketing team can make this week to improve AI visibilityWhether you're a CMO, content marketer, or SEO lead trying to understand what Generative Engine Optimization (GEO) means for your 2026 strategy, this episode gives you the framework and the first three action items.

Ben Reed walks through his full journey as the first (and for a while, only) marketer at FieldPulse — a construction/trades field service software startup competing against Service Titan, Jobber, and Housecall Pro — through 300%+ revenue growth and a team of 12, and into his first 60 days as VP Marketing at Ressio.In this roundtable, Ben covers:Finding a $5–10K ACV market gap between larger and smaller competitorsWhy he hired a videographer as his second marketing hireHow FieldPulse's YouTube content started outranking Google search resultsTurning field events from badge-scanning into 100+ qualified meetings per showHis Meta Ads playbook, campaign objective strategy, and the Andromeda algorithm shiftScaling a marketing team from 1 to 12 people, tied to revenue targetsWhat he's doing differently in his first 60 days at Resio: product marketing, positioning, SEO, and customer ambassadorsA tactical breakdown for B2B marketing leaders on go-to-market strategy, ICP positioning, demand generation, paid social, field events, and team scaling in a competitive vertical SaaS market.#B2BMarketing #DemandGeneration #GTMStrategy #MarketingLeadership #PaidSocial #FieldMarketing #ProductMarketing #SaaSMarketing #MetaAds #ICP

Everyone's plugging Meta, Google, and LinkedIn straight into AI via MCP and asking it where to spend their next ad dollar. Matt Chanella breaks down why that's exactly backwards — and why AI is going to make your ads more expensive, not more effective.In this episode of B2B Reality Check, Matt unpacks the two traps every B2B ad team falls into when they outsource strategy to AI:→ AI generates infinite creative variations — far more than you could ever run to statistical significance→ AI ad reporting always defaults to raw conversion volume, with zero context on campaign goals, funnel stage, or lead qualityMatt walks through why offline conversion tracking is the bare minimum, how to structure your AI context (project files, skills, clean conversion hierarchy) before you ever ask it to analyze spend, and why AI should be a thinking partner — not the decision-maker — for your ad strategy.In this episode:Why lower barriers to entry for AI-generated ads don't mean better ad performanceThe statistical significance problem with AI-generated creative testingWhy AI ad reporting can't distinguish high-intent conversions from low-intent ones (scroll depth, newsletter signups vs. booked meetings)How to give AI the right context before letting it touch your ad reportingWhy not every campaign (YouTube pre-roll, CTV, LinkedIn thought leadership) is designed for direct responseFAQQ: Can AI accurately tell me where to spend my next ad dollar?A: No — AI tools connected to your ad platforms track conversion volume and signal, but they can't tell you conversion quality: how many conversions become booked meetings, opportunities, or closed deals.Q: Why shouldn't I let AI generate all my ad creative variations?A: AI can produce far more creative iterations than you could ever run to statistical significance. Without a proper testing ramp and enough audience/budget to reach significance, you can't actually determine a winning message.Q: What's the minimum conversion tracking needed before using AI for ad strategy?A: Offline conversion tracking is the minimally viable setup — and even then, it should only be used for reporting, not for AI to dictate strategy.Q: Why does AI ad reporting always favor lead-gen campaigns?A: AI has no context on campaign objectives, measurement methodology (multi-touch, influenced, incrementality), or whether a campaign was designed for direct response versus brand consideration (the 95-5 principle). It defaults to whichever campaign produced the most raw conversions.Q: How do I set AI up correctly before using it for ad reporting?A: Build a project or skill collection with full context on your ad goals, objectives, segmentation, targeting, and measurement approach — before you ever ask it to analyze performance.🔔 Follow Matt Chanella and Refine Labs for more B2B Reality Check breakdowns.📩 Sign up for the Refine Labs newsletter and register for our B2B roundtable events.👉 Follow our CEO Megan Bowen for more GTM insight.#B2BMarketing #AIAdvertising #DemandGeneration #MarketingStrategy #B2BRealityCheck #GTMStrategy #AdOptimization #PerformanceMarketing #MarketingAnalytics #B2BSaaS #RefineLabs #LinkedInAds #ConversionTracking #MarTech