Refine Labs
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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.
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're managing your agency more than they're managing your growth.
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.
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.
"My team was giving the agency more direction than they were giving us. I needed someone who'd tell me the WHY behind performance — not just hand back the numbers."
— VP of Digital Marketing, InsightSoftware
How we work
These aren't three separate services. They're three stages that build on each other — and skipping any one of them is why most B2B growth stalls. Here's what each one actually means.
Stage 01
Brand
Make buyers want to find you before they're even looking.
Most companies rush past this and go straight to ads. The problem is that paid media only works well on buyers who 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 climbs as a result.
Brand work isn't awareness for its own sake. It's the thing that makes every dollar you spend on demand work harder. We figure out what you actually stand for, who you're really for, and how to show up in the places your buyers form opinions — long before they're in market.
”
Stage 02
Demand
Reach the right buyers — and actually 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 — 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 actually 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 your next revenue layer.
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.
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who does the work
Every engagement is run by two dedicated people who own the work end to end — and a creative team that builds everything your campaigns need to run.
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. You get senior practitioners, not a junior team behind a senior pitch.
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.
"Picking the right partner at the time was really important to our early success. Working with Refine Labs was one of the first initiatives I prioritized, focusing on brand and demand creation. Refine Labs was progressive in nature, questioning what was in place in most organizations and driving the transformation required for growth."
Allison Munro
CMO
“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
“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
“MyCOI sought out a revenue agency, not a traditional marketing agency, with a talented team that prioritized an experimental mindset. 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.”
Jason Noel
VP of 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