Measuring the Unmeasurable: The New Metrics of B2B Success with Megan Bowen of Refine Labs

Businesses must constantly rethink their strategies to keep pace with the market. That’s exactly what Megan Bowen, CEO of Refine Labs, has mastered. With over 20 years of experience building and scaling go-to-market teams at companies like ZocDoc, Grubhub, and ManagedbyQ, Megan now leads Refine Labs in transforming how B2B companies approach demand generation. On the first episode of Dots Connected, Megan shares her insights into the future of B2B marketing and the critical shifts companies need to embrace if they want to unlock sustainable growth. Megan’s experience, both as a former operator and now a demand generation leader, positions her as one of the foremost experts on modern marketing strategies, especially for growth-stage businesses navigating the complexities of today’s market. So, what’s next for B2B marketing? And how can you ensure your company is ready for the future? In this episode, Megan dives deep into all of this and so much more, including the rise of dark social, how to deal with attribution, and organic vs. paid media.