The combination brings MOBI’s HubSpot, Marketo, analytics, and marketing operations expertise into Refine Labs, expanding how we can support B2B growth teams from strategy through execution and measurement.
The acquisition adds a capability Refine Labs clients have asked for repeatedly: deeper support inside the systems and data that sit underneath the marketing strategy and execution.
“We’ve had a gap here for a while,” said Megan Bowen, CEO of Refine Labs. “We can help clients build the strategy, run media, and drive meaningful improvement to qualified pipeline production, but when the work gets deep into marketing operations, CRM architecture, attribution, or custom reporting, we haven’t had that expertise in-house. MOBI does.”
MOBI Solutions was founded by Rachel Squire and has built its business around analytics-first marketing operations for B2B companies. The team works across tools such as HubSpot and Marketo and supports clients with the infrastructure, reporting, and measurement required to understand what is actually happening across the go-to-market engine.
For Rachel, the decision to join Refine Labs came down to fit and the ability to create more opportunity for the team.
“What stood out to me was how closely the companies were already aligned in the way we think about clients, ownership, and the kind of company we want to build,” said Rachel Squire, founder of MOBI Solutions. “This gives our team a bigger platform to grow on while keeping the things that made MOBI special.”
In the near term, both teams will stay focused on continuity for existing customers. MOBI will continue serving its current clients, while the teams begin working together and identifying places where the combined expertise can create more value.
Over time, marketing operations and analytics will become a broader Refine Labs capability alongside its existing work across brand, demand, media, creative, and growth strategy.
The acquisition is also a step toward Refine Labs’ longer-term vision of building a more complete growth partner for B2B companies: one that can connect strategy and execution to the systems, data, and measurement underneath them.
Want to learn more about how our offerings are evolving or where these new capabilities could support your team? Reach out to Megan Bowen directly.
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