Demand Strategy
Developing and diagnosing demand generation strategies, including ICP research, pipeline analysis, and board reporting.
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Agency
Refine Labs
MarketingOps
Demand generation
Refine Labs assists B2B technology companies, particularly those at Series B and beyond with significant marketing budgets, in building demand generation engines. They integrate brand, demand, and expansion marketing efforts to move clients from traditional lead generation to modern demand strategies, aiming to improve pipeline quality and growth.
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Section 01Known for demand-gen agency: paid media, pipeline, beyond MQL measurement; a fit if you want a specialist rather than a full-service agency of record.
“Refine Labs focuses on unifying brand, demand, and expansion marketing efforts, ensuring that the same senior marketers who define strategy also lead its execution.”
Value proposition
Section 02Refine Labs provides marketing services designed to integrate brand, demand, and expansion motions for B2B technology companies. Their approach aims to move clients from outdated lead generation tactics to modern demand generation strategies, with a focus on improving the quality and volume of qualified pipeline. They work with companies that have established marketing budgets but are not seeing the desired growth from their current marketing efforts, particularly those struggling to connect marketing spend with demonstrable pipeline impact.
The company works with clients across three stages: Brand, Demand, and Expand. For Brand, they clarify positioning and messaging to build buyer trust before sales engagement. For Demand, they manage paid media across various channels with integrated strategy and creative, measuring impact on pipeline rather than just clicks. For Expand, they utilise paid media to target existing accounts and customers to identify expansion opportunities and drive further revenue, often starting with a 6-week diagnostic called the Revenue Performance Assessment.
Core competencies
Section 03Performance Marketing
Running paid media campaigns across various channels such as LinkedIn, Google, YouTube, Meta, CTV, and OOH, with integrated strategy, audience development, and budget management.
Creative Services
Producing ad creative, copywriting, video, and motion graphics that are integrated with the overall strategy to capture attention and communicate value.
Brand Foundation
Clarifying positioning and messaging to build buyer trust and affinity before sales engagement.
Expansion Marketing
Utilising paid media to re-engage existing customers and open pipeline for identifying expansion opportunities and driving additional revenue.
Products & services
Section 04- Brand Foundation
- Services focused on clarifying company positioning and messaging to build trust and familiarity with buyers before sales engagement, making demand efforts more effective.
- Demand Engine
- Paid media and creative services designed to reach target buyers across platforms (e.g., LinkedIn, Google, YouTube, Meta, CTV, OOH), with emphasis on measuring pipeline impact.
- Expand Compounding
- Paid media strategies targeting existing accounts and customers to identify expansion opportunities, re-engage contacts, and drive additional revenue from current relationships.
- Revenue Performance Assessment (RPA)
- A 6-week diagnostic service providing a comprehensive view of a company's marketing engine, including funnel analysis, paid media audits, creative reviews, and a 12-month demand plan.
- Strategy Leadership
- Provision of experienced marketers (Director of Demand Generation) to own demand strategy, diagnose issues, and provide reporting to defend spend and strategy.
- Full-Service Creative Team
- In-house creative team providing ad creative, copywriting, video, motion graphics, and creative/brand strategy, integrated with campaign execution.
Key takeaways
Section 05- Integrated Approach
- Refine Labs connects brand, demand, and customer marketing as interconnected motions to drive growth, contrasting with approaches that treat them as separate.
- Target Client Profile
- The company targets B2B tech firms at Series B and beyond, with substantial marketing budgets and a recognised need for improved pipeline performance.
- Senior-Led Execution
- Experienced marketers lead both the strategy and execution phases of projects, aiming to prevent miscommunication or loss of strategic intent during implementation.
- Focus on Pipeline Quality
- Refine Labs measures marketing success by its impact on qualified pipeline and revenue, rather than traditional metrics like clicks or cost per lead.
- Diagnostic Starting Point
- Engagements typically begin with a 'foundation sprint' or a Revenue Performance Assessment (RPA) to audit existing setups and identify areas for greatest leverage.
FAQ
Section 06- What type of companies does Refine Labs work with?
- Refine Labs primarily works with B2B technology companies at Series B and beyond, generally those with over $50MM in annual recurring revenue (ARR).
- How does Refine Labs measure success?
- The company measures success by pipeline impact, including increases in high-intent demo requests, pipeline value growth, and improved deal conversion rates, rather than traditional metrics like click-through rate or cost per lead.
- What is the Revenue Performance Assessment?
- The Revenue Performance Assessment (RPA) is a 6-week diagnostic service that audits a company's marketing engine, identifying areas of inefficiency and providing a tactical plan for improvement and a 12-month demand plan.
- How does Refine Labs integrate strategy and execution?
- Refine Labs states that the same senior marketers responsible for developing the strategy also lead its execution, aiming to ensure consistency and prevent strategic elements from being lost during implementation.