Buying and selling happened through traditional outbound sales tactics, attending conferences and trade shows and an emphasis on brand marketing to drive awareness.
This era marks the introduction of Inbound Marketing and classic digital marketing strategies. Buyers began to use Google search and websites to start their own buying processes.
The rise of social media and the global pandemic accelerated a massive shift in B2B buying and selling. B2B buyers now rely on social media, digital communities and recommendations from trusted peers to make buying decisions.
Have yet to witness exactly how B2B buying will change in this era. We expect buyers will leverage LLMs to search for solutions but word of mouth and peer recommendations will continue to drive buying decisions.
We align with the evolving landscape of B2B buying and selling, focusing on strategies designed to drive sustainable growth:
Create awareness across your total addressable market so your brand is top of mind when buyers are ready to engage.
branded search volume, direct and organic website traffic, social engagement, and qualitative signals like self reported attribution
Capture intent by driving targeted campaigns to reach and engage target account lists. Align closely with sales to convert this demand into pipeline.
percentage of target accounts reached and engaged, inbound conversions, pipeline growth, revenue tied to named accounts
Retain and grow revenue from existing customers with digital customer marketing programs designed to drive upsell and expansion.
revenue retention, customer revenue expansion, adoption metrics
Mid-market and enterprise companies thrived for 10–20 years with traditional go-to-market strategies, but the B2B landscape has changed. Many haven’t adapted to evolving buyer behaviors. With experience across 300 B2B SaaS companies, we transform strategies for efficient, profitable growth using a proven process in just 3–4 quarters.
Step One
Focus on proven drivers of growth
Stop funding underperforming areas
Prioritize key actions for impact
Align budget with expected outcomes
Step Two
Ensure accurate tracking & reporting
Boost lead conversion on site & sales
Use both paid and organic strategies
Align creative and brand messaging to resonate with your audience
Step Three
Expand what's already working
Increase revenue from existing clients
Target untapped customer segments
Use new channels to find more buyers
We lead the shift from traditional lead gen to demand gen. Our approach ensures your marketing aligns with today’s buyer behavior—creating demand, not just capturing it.
We optimize your ad spend across paid search and social to capture high-intent prospects, increase engagement with the right accounts, and drive measurable results.
From ideation to execution, we seamlessly integrate with your team to execute campaigns that generate qualified opportunities and drive real revenue growth.
Increase in customer lifetime value
Reduction in time-to-close
Increase in inbound lead quality
Through targeted campaigns and a buyer-first strategy, we helped Firstup [$100MM company] achieve significant growth in 12 months.
With a data-focused approach, we lowered acquisition costs for Billd while maintaining high lead quality and conversion rates.
We believe in showing our work. Every recommendation we make is backed by data and results that are easy to understand.
At Refine Labs, we see ourselves as an extension of your team and are fully invested in your growth.
With hundreds of B2B successes, we bring insights that come from years of real-world experience in demand generation.
"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."
“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.”
“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.”
"Since the beginning of our time with Refine, we've had an 83 percent increase in HIROs. That’s an 80% increase in HIRO pipeline, which is the best opportunity generation Splash has had to date. It's been really exciting for the whole organization."
