Use Historical Data to Grow Your Business | Megan Bowen on Metrics & Chill

Stacking Growth | The B2B Go-to-Market Podcast

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.

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