Megan Bowen on National TV: The Future of B2B Marketing Starts Here

When Refine Labs launched, it wasn’t to be another marketing agency. It was to fix a system that wasn’t working anymore.
For too long, B2B marketing has optimized for the wrong metrics - lead counts, MQL targets, gated PDFs - while ignoring how buyers actually make decisions.

On her first national TV segment, Refine Labs CEO Megan Bowen joined Tech Impact to talk about how the market is changing and why she believes the next decade of growth will look nothing like the last.

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Why traditional lead gen is failing

“On paper, it looks like it’s working,” Megan said. “You spend $20K and you get 500 leads. The math works. The problem? Those leads aren’t buying.”

She shared how teams get stuck chasing vanity metrics that don’t drive pipeline.
Lead volume feels productive - but it’s deceptive.
Refine Labs’ data shows that most of those names never convert, wasting time, budget, and trust.

Her point was simple: stop optimizing for volume and start optimizing for intent.

That shift is uncomfortable for many executives used to immediate output. But when you measure pipeline, win rates, and CAC instead of form fills, you uncover what actually drives growth.

From funnels to systems: Brand. Demand. Expand.

Megan also introduced Refine Labs’ Brand–Demand–Expand model - a framework designed to help companies grow efficiently in today’s B2B landscape.

“Most companies don’t need another funnel,” she said. “They need a system that builds trust early, captures intent when it matters, and compounds growth after the sale.”

Brand builds preference before the search.
Demand captures and converts that attention when buyers are ready.
Expand turns customers into the next growth engine.

Companies that align all three don’t just create motion - they create momentum.

Why Refine Labs took strategic investment

The segment also touched on Refine Labs’ recent strategic investment from Grandin Holdings - a move that signals their next stage of growth.

“This wasn’t about hype or headcount,” Megan explained. “It’s about scaling what works to more B2B companies globally.”

With tighter budgets, rising AI adoption, and board-level pressure for efficiency, Megan made it clear:
The agencies that win won’t be the biggest. They’ll be the ones that adapt—and deliver real outcomes.

AI won’t save bad marketing

Finally, Megan addressed the elephant in every marketing boardroom: AI.

“AI won’t save bad marketing,” she said. “It’ll expose it.”

AI is already changing how buyers research and evaluate vendors. From using ChatGPT to compare products to summarizing pricing instantly, buyers now see through empty tactics faster than ever.
That means unclear messaging, broken buyer journeys, and disconnected systems are no longer just inefficiencies - they’re competitive risks.

“AI isn’t the threat,” Megan added. “It’s the wake-up call. The companies that thrive will be the ones who combine strong strategy, creativity, and brand clarity with the power of AI.”

The takeaway

Refine Labs has worked with nearly 300 B2B companies to redefine how modern marketing drives growth.
As Megan closed her segment, her message was clear:

“We’re building what the market needs today - strategic services, clear execution, and real revenue results.”

Watch the full segment on our YouTube cahnnell

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