Refine Labs
Most B2B marketing teams are doing the work — but brand, demand, and expansion are running separately. We bring them together, aligning strategy and paid media into one motion.
We’ve helped 300+ mid-market and enterprise B2B tech companies with $50MM+ ARR move from outdated lead generation to modern demand generation strategies capturing today's buyers.
average increase in high-intent demo requests
Portfolio average
average pipeline value growth across clients
ACV × opportunities
clients grew high-intent demand after engaging Refine Labs
3Q before vs 3Q after kickoff
Sound familiar?
You're running paid media. You have an agency. You're doing the things. And yet something isn't adding up — qualified pipeline isn't growing the way it should, and you can't fully explain why.
You write the brief. You push for the strategy. You ask the questions. At some point the direction stopped coming from them — and you're not sure when that happened.
You're managing your agency more than they're managing your growth.
The reporting looks fine. The pipeline doesn't.
Click-through rate is solid. CPL is holding. And yet the deals coming in aren't the right ones, or there aren't enough of them. The numbers you're tracking aren't the numbers that matter.
You can't fully defend the strategy when leadership asks.
You believe in what you're doing. But when the CEO asks why pipeline is down, the honest answer involves a lot of caveats. That gap between confidence and evidence is where budgets get cut.
Brand, demand, and expansion are pulling in different directions.
Three budgets, three teams, three sets of metrics — nobody's connecting them. So the brand work doesn't make your demand cheaper, and your best customers aren't feeding your next pipeline.
"We really wanted a team that would challenge the status quo and run alongside our team to push boundaries, fail fast, and make an impact.”
— VP of Marketing, myCOI
How we work
Most companies treat brand, demand, and customer marketing like separate teams with separate goals. That’s usually where growth starts breaking. Our approach connects all three.
Stage 01
Brand
Make buyers trust you before the sales process starts.
Most companies rush past this and go straight to ads.
The problem is paid media works best when buyers already know who you are and have a reason to trust you. Without that, you're paying to reach people who don't care yet, and your cost per lead usually reflects it.
Brand is what makes your demand efforts work harder. We help companies clarify their positioning, sharpen their message, and build familiarity before buyers ever fill out a form.
”
Stage 02
Demand
Reach the right buyers — and prove that you did.
This is where paid media and creative work together — and where most agencies fall short. LinkedIn, Google, YouTube, Meta, CTV, OOH, and more — we run every channel with the strategy already built in. And we build the creative that makes buyers stop, understand what you do, and remember you when they're ready.
We measure what really moved pipeline, not just what got clicked — so you can walk into any budget conversation and defend what you're spending.
”
Stage 03
Expand
Turn your existing pipeline and customers into more revenue.
Most growth strategies are built entirely around new logos. But your existing customers and open pipeline are often your most efficient path to revenue — if you're running the right media to the right people at the right time.
We run paid media to your existing accounts and customers using signals your team provides — surfacing expansion opportunities, re-engaging the right contacts, and making sure your best accounts know about new products before they go looking elsewhere.
”
who does the work
Every engagement is led by experienced marketers across strategy, paid media, and creative. The people building the plan stay involved in the execution.
Strategy
Director of Demand Generation
Owns your demand strategy, diagnoses what's broken, and gives you the story you need to defend your spend upward. Thinking about your business before you ask them to.
Execution
Performance Marketing Manager
Runs every paid channel — LinkedIn, Google, YouTube, Meta, CTV, OOH. Strategy built in from the start. No handoffs, no briefings lost in translation.
Creative
Full-service creative team
Ad creative across every format and channel — built to stop the scroll, communicate what you do, and make buyers remember you. Not outsourced. In-house and embedded in the strategy.
Where do you start?
Before we build anything, we figure out where you are.
Every company comes in at a different stage. Our first 6 weeks are a foundation sprint — we audit your current setup and identify where your biggest leverage is. That determines where we focus first.
Brand
Buyers don't know who you are or why you're different
"We have great awareness but no real affinity."
Demand
You're running ads but can't prove they're working
"The agency runs the ads. I'm still figuring out if it's working."
Expand
Every quarter depends entirely on new pipeline
"Our best customers should be bringing us more business."
Why Refine Labs
We've worked with 300+ B2B SaaS companies since 2019 — which means we've seen your problem before. Probably many times. We know what works at your stage, what doesn't, and why. We'll tell you what we see in your current setup before you commit to anything.
What makes us different
Most agencies separate strategy and execution. We don't. The same people who build your strategy run your paid media — so nothing gets lost between what we planned and what we launched.
Not ready to commit?
A 6-week diagnostic that gives you a full, objective view of your marketing engine. What's working, what's wasting budget, and what to fix first. No long-term commitment required.
Starting at $35,000 · 6 weeks
Learn about the RPAThe results
Across 300+ B2B SaaS companies since 2019 — these are the patterns we see consistently.
lower customer
acquisition cost
cheaper to create
qualified pipeline
higher deal
conversion
Clari came in running the same playbook they'd had for years. Nine months later, their pipeline was cheaper to build and converting at a higher rate.
Clari · 9 months
increase in
hand raisers
growth in
HIRO pipeline
Firstup shifted from traditional lead gen to demand metrics that actually reflect business performance. The difference showed up in both volume and quality.
Firstup · H1 2023 vs H1 2024
What clients say
That's what a real partner looks like.
“Refine Labs didn’t just stabilize our marketing - they reversed the decline and rebuilt demand in a way that directly impacted revenue. They owned the results, good and bad, and gave us the clarity and accountability every leadership team wants from a partner.”
Bonterra
SVP Demand Generation
"A customer testimonial that highlights features and answers potential customer doubts about your product or service. Showcase testimonials from a similar demographic to your customers."
Kyle Coleman
SVP of Marketing
“Working with Refine Labs, we were able to establish the structure we needed for long-term success. We saw our inbound demo requests double without any dip in quality. Most importantly, these leads were highly qualified and fit our ICP. As one of our sales engineers, who’s been with dotCMS for nearly two decades, put it: “I’ve never seen such high-quality leads come through our inbound channel.”
Victoria Burt
Director of Marketing
“Refine Labs helped us shift from traditional lead gen to metrics that truly drive business impact… comparing H1 2023 to H1 2024, we saw a 46% increase in hand raisers and a 59% growth in HIRO pipeline.”
Hollie Lemos
Revenue Marketing
A strategy call is a diagnostic, not a pitch. We'll tell you what we see — whether we work together or not.
Book a strategy call