B2B Paid Awareness Benchmarks: CTR, CPM & CPC Data (Q1 2026) — Refine Labs

CTR, CPM, and CPC trends across Meta, LinkedIn, and Reddit for B2B brand awareness campaigns — agency-level benchmark data from Refine Labs, Q1 2024 through Q1 2026.

March 6, 2026

How We Grew AI-Referred Traffic 5–6× in 9 Months - Refine Labs

We grew AI-referred website traffic 5–6× in 9 months with no paid media. Here's exactly what we changed — content structure, topic ownership, and technical signals — and what the data shows.

March 2, 2026

Why Humor Works in B2B Marketing | Refine Labs

How B2B brands use story archetypes to clarify positioning, build trust, and drive demand. A practical look at Hero, Guide, Rebel, and Caregiver roles.

February 27, 2026

Employee Profiles Outperform Brand Pages on LinkedIn

We analyzed 10 months of LinkedIn data across three employee profiles and the Refine Labs brand page. Even normalized per 1,000 followers, the gap didn't close. Here's what the numbers show.

February 17, 2026

Story Archetypes That Drive Demand

How B2B brands use story archetypes to clarify positioning, build trust, and drive demand. A practical look at Hero, Guide, Rebel, and Caregiver roles.

January 29, 2026

From Roast to Revenue: Crafting a B2B Marketing Campaign That Generates Buzz

See how Refine Labs built The Refinery, a coffee-inspired B2B brand campaign designed to spark demand, drive engagement, and rethink how agencies market themselves.

January 20, 2026

Paid Search Playbook

Up to 90% of B2B paid search budgets are wasted on low-intent clicks. The Refine Labs Paid Search Playbook shows you how to rebuild Google Ads around buyer intent, reduce CAC, and turn wasted spend into pipeline. No fluff, just a step-by-step framework proven across hundreds of B2B companies.

November 4, 2025

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

Refine Labs CEO Megan Bowen joins national television to discuss why traditional lead generation is broken, how Brand–Demand–Expand redefines growth, and the impact of AI on modern B2B marketing.

October 8, 2025

Megan Bowen: Most Admired Business Leader to Watch 2025

Refine Labs CEO Megan Bowen is featured in Time Iconic’s Top Business Leaders to Watch in 2025, highlighting her bold vision for innovation and people-first growth.

October 8, 2025

The CFO Case for Brand Marketing: A Master Class

Learn how to justify brand spend to your CFO. Break down ROI myths, measure impact, and show how brand makes performance more effective in B2B.

August 28, 2025

How to Answer “Is This Working?” Without Guessing | Refine Labs

As Q4 pressure builds, marketing teams are being asked to prove what’s working - fast. At Refine Labs, a demand gen agency focused on brand, demand, and expand strategies, we’re using motion-based signals to better communicate impact and set smarter goals for 2026. If you’re building your demand gen strategy now, this is how to stay ahead of the question: “Is this working?”

August 18, 2025

Are Your Marketing Motions Set Up to Succeed? | Refine Labs

You’ve mapped your strategy across brand, demand, and expand. But do you have the right team structure to support it? Here’s how we’re starting to think about ownership, gaps, and setting up each motion to succeed—without burning your team out.

August 18, 2025

How to Set Better Marketing Goals | Refine Labs

Not all marketing goals should be tied to pipeline. Learn how to set smarter, motion-specific goals for brand, demand, and expand that reflect what your team is actually responsible for—and how we’re applying this at Refine Labs.

August 18, 2025

How to Budget Across Brand, Demand, and Expand | Refine Labs

Learn how to allocate your B2B marketing budget across Brand, Demand, and Expand to drive efficient growth. Refine Labs breaks down real examples, budget ranges, and planning tips for GTM success.

August 18, 2025

Expand: The Most Overlooked Motion in B2B Growth Strategy | Refine Labs

Post-sale is where the real growth happens. Learn how Refine Labs, a leading B2B demand gen agency, uses the Brand, Demand, Expand framework to help companies drive retention, expansion, and advocacy for sustainable revenue.

July 17, 2025

The Next Chapter | Refine Labs Ownership Update

Refine Labs announces a major milestone: CEO Megan Bowen becomes majority owner, Grandin Holdings invests, and Chris Walker steps away. Learn what’s next in our journey to reshape B2B marketing in the AI era.

July 17, 2025

Demand: Where Most B2B Marketing Stalls

Refine Labs reveals why brand is B2B's most overlooked growth lever. Our demand gen agency shows how strong brand reduces CAC, shortens sales cycles, and drives efficient growth.

June 30, 2025

Brand: The Most Misunderstood Motion in B2B Marketing

Refine Labs reveals why brand is B2B's most overlooked growth lever. Our demand gen agency shows how strong brand reduces CAC, shortens sales cycles, and drives efficient growth.

June 17, 2025

Brand, Demand, Expand: A Better Way to Structure B2B Marketing

Most B2B teams over-invest in demand and ignore brand and expand. Learn how to anchor your marketing strategy around the three motions that actually drive growth: brand, demand, and expand.

May 28, 2025

A New Look for Refine Labs in 2025

Discover Refine Labs' new website—built to reflect our evolving strategy while staying true to our mission. Explore our latest GTM playbooks and insights to help mid-market and enterprise B2B companies drive profitable growth.

March 17, 2025

Refine Labs Releases Revenue Performance Assessment Templates to Analyze Marketing Performance

Discover how personal LinkedIn profiles drive 2.75x more impressions and 5x more engagement than company pages.

March 6, 2025

Refine Labs Study Confirms Measurement Gap in Software-Based Attribution & Releases Hybrid Attribution Framework

Refine Labs' study reveals a 90% gap in software-based attribution, specifically in dark social channels. Our framework accurately measures demand creation programs, including podcasts, social media, and word of mouth. Get free access to the full study in The Vault.

March 6, 2025

Personal LinkedIn Profiles Outperform Company Pages with 5x More Engagement

Discover how personal LinkedIn profiles drive 2.75x more impressions and 5x more engagement than company pages.

March 6, 2025

Refine Labs Unveils Pipeline Sources, a New Way to Measure GTM Efficiency

Optimize GTM efficiency with Refine Labs' Pipeline Sources. Measure buying intent, not volume. Sign up for a free Vault account & revolutionize your GTM approach.

March 6, 2025

Refine Labs' Paid Social Philosophy Proven to Drive Revenue Impact at Scale

Discover Refine Labs' proven paid social strategy used by 300+ B2B companies. Learn how to drive revenue by creating demand with zero-click content, native campaigns, and a measurement model built for modern buyer behavior. Access the full playbook in The Vault.

March 6, 2025

Refine Labs Announces New Pricing for Content and Creative Campaigns

The core of Refine Studios’ creative philosophy is leveraging native, zero-click content to create net new demand, capture existing demand in market, and convert interest into meetings and revenue through a brand’s unique differentiator–their story.

March 6, 2025

Refine Labs’ New Framework Helps Marketing Leaders Optimize Pipeline Performance

The core of Refine Studios’ creative philosophy is leveraging native, zero-click content to create net new demand, capture existing demand in market, and convert interest into meetings and revenue through a brand’s unique differentiator–their story.

March 6, 2025

What Your Brand Colors Are Saying To The Market

Discover how color psychology and color theory can enhance your b2b saas brand's message and create demand generation through strategic brand color choices in your marketing campaigns.

March 6, 2025

Refine Labs' Step-by-Step Forecasting Resources, Now Available in The Vault

Discover how personal LinkedIn profiles drive 2.75x more impressions and 5x more engagement than company pages.

March 6, 2025

Marketing QBR Best Practices

If you’re looking to elevate QBRs to communicate performance effectively, join Refine Labs’ CRO, Cassidy Shield, and Senior Director of Demand Generation, Ashley Lewin, on Wednesday, June 28th at noon CT. Register for the event here.

March 6, 2025

The Marketing Tactics We Need to Leave Behind | Megan Bowen

Written by Megan Bowen, CEO of Refine Labs, explore marketing strategies for demand creation and capture, inspired by success stories like Clari and NFP.

March 6, 2025

Refine Labs Launches Split the Funnel Analysis to Help Leaders Re-Architect their Strategy for Revenue

Refine Labs launches Split the Funnel framework. Split the Funnel is highly effective in identifying wasted spend in a pure marketing qualified lead model, which most B2B SaaS companies still run due to outdated demand waterfall models and misguided requirements for digital touchpoint-based attribution.

March 6, 2025

The Next Chapter | Refine Labs Welcomes Megan Bowen as CEO

Refine Labs announces that Megan Bowen has been promoted to CEO of Refine Labs and Chris Walker will be moving to the position of Executive Chairman. Megan joined Refine Labs in August 2020 as Chief Operating Officer (COO) and Co-Owner, and has since been instrumental in all aspects of the growth and maturity of the company.

March 6, 2025

Refine Labs Partners with Aspireship to Launch New B2B Marketing Learning Program

Written by Megan Bowen, CEO of Refine Labs, explore marketing strategies for demand creation and capture, inspired by success stories like Clari and NFP.

March 6, 2025

Refine Labs Announces DemandGPT, Custom AI Assistant for Demand Gen Marketing

Refine Labs announced the launch of DemandGPT, an AI-powered feature integrated into its intellectual property warehouse, The Vault. DemandGPT leverages Vault content developed from over 450,000 hours of collective insights from Refine Labs’ team members over the past five years, and integrates with ChatGPT to generate personalized IP roadmaps, UI navigation, and content discovery for Vault product users.

March 6, 2025

B2B Paid Media Benchmarks - Guide for B2B Marketers

Demand generation is a critical component of any successful marketing strategy. As a B2B demand generation manager, setting realistic expectations, accurately measuring performance, and continuously optimizing campaigns are essential. This guide provides a clear framework for implementing demand generation benchmarks across various channels.

March 6, 2025

The Refine Labs Demand Philosophy

Explore the shift from Lead Generation to Demand Generation and its impact on B2B marketing strategies and business results. The tips and tricks to help you unlock more revenue.

March 6, 2025

Optimize Your Inbound Buying Experience

Sidney Waterfall, SVP of GTM Strategy at Passetto, joined us for Stacking Growth Snacks to share tips on optimizing the inbound buyer experience and improving funnel conversion rates. It’s a 3-part episode you shouldn’t miss. Pressed for time? Here’s a checklist to get started.

March 6, 2025

What Is the ROI of Your Marketing Programs?

Learn how to measure the true ROI of your B2B marketing programs. Refine Labs shares 7 key ROI metrics—from CAC to payback period—to help marketing leaders prove impact, defend budgets, and optimize performance in 2025.

March 6, 2025

Top Questions Demand Marketers are Asking

Explore top demand generation questions answered, from dark social to calculating customer acquisition costs, and how to align your strategy with modern B2B buyer behavior.

March 6, 2025

The Attribution Mirage

Explore the 2025 Refine Labs analysis comparing software-based and self-reported attribution. Learn how B2B marketers can uncover hidden revenue sources like dark social, podcasts, and peer referrals - and build a hybrid attribution model that reflects how buyers actually discover solutions today.

March 6, 2025

The Art of B2B Copywriting

Discover The Art of B2B Copywriting, Refine Labs' 2025 playbook for writing clear, impactful brand messaging. Learn how to define your brand promise, cut through the noise, and create copy that resonates with modern B2B buyers—all inside The Vault.

March 6, 2025

Why Founder-Led Marketing Works

Discover why founder-led marketing builds trust, tells unique stories, and fosters direct connections with customers, driving long-term loyalty and real results for your brand.

March 6, 2025

The New Standard for Pipeline Qualification

Discover HIRO: a new framework for pipeline qualification that focuses on high-intent, high-quality opportunities to drive predictable revenue growth in B2B sales.

March 6, 2025