How to capture, create, and convert demand in the AI era

Stacking Growth | The B2B Marketing Podcast

Our CEO Megan Bowen was a guest on Charles Gaudet's Predictable Profits podcast to talk about the outdated funnel and how to market in the AI era.

From Predictable Profits: "If you’re still trying to grow your business with traditional funnels and wondering why your capture, create, convert demand strategy isn’t working, you’re about to discover why those old-school tactics are completely dead. In this episode, I sit down with one of the very few people who actually gets it – Megan Bowen – and we dive deep into the evolution of buyer behavior from the analog buying era all the way through to where we are now in the AI era. We explore why 96% of the buying process now happens before prospects ever talk to your sales team, and Megan breaks down her game-changing framework that’s helping B2B companies completely rethink how they approach demand generation. Trust me, you’re going to want to have a pen and paper handy for this one because we’re going beyond the surface-level funnel nonsense that everyone else is teaching.My guest today is Megan Bowen, CEO of Refine Labs, and she’s someone I have tremendous respect for because she actually eats her own pudding. With over 20 years of experience building and scaling go-to-market teams across B2B industries – including companies that achieved IPOs and acquisitions – Megan co-founded Refine Labs in 2020 with a mission to completely change how B2B companies approach their go-to-market strategies. What I love about Megan is that her leadership philosophy isn’t some theoretical framework from a business book – it’s rooted in real-world experience as an individual contributor, people manager, and executive leader. She understands that without customers, you don’t have a business, and she’s laser-focused on creating the conditions for long-term relationships and meaningful results.KEY TAKEAWAYS:

• Volume-based funnel marketing fails because high-intent leads convert at 25% while low-intent leads convert at less than 1%
• Use “split the funnel analysis” to show the dramatic difference between lead quality and stop wasting budget on low-intent leads
• By 2030, nearly 100% of buying decisions happen before sales calls, making self-service information critical
• Put pricing, social proof, and competitive advantages directly on your website to eliminate buyer friction
• Brand marketing gets you into buyers’ “day one consideration set” before they start searching for solutions
• Dark social is the invisible 6-12 month buying cycle where prospects research before visiting your website
• Create content that actually solves buyer problems rather than just promoting your services
• Talk to your customers regularly to understand their evolving needs and grow beyond seven figures

Growing your business is hard, but it doesn’t have to be. In this podcast, we will be discussing top level strategies for both growing and expanding your business beyond seven figures.The show will feature a mix of pure content and expert interviews to present key concepts and fundamental topics in a variety of different formats. We believe that this format will enable our listeners to learn the most from the show, implement more in their businesses, and get real value out of the podcast. Enjoy the show.Please remember to rate, review and subscribe to the podcast so you don’t miss any future episodes. Your support and reviews are important and help us to grow and improve the show."