Why Modern Buyers Hold The Power And What Marketers Must Change

Interested in being a guest? Email us at [email protected] of chasing downloads that never turn into deals? We sat down with Refine Labs’ CEO Megan Bowen to unpack why so many B2B playbooks still assume the seller holds the power—and how to rebuild your go-to-market around the way buyers actually make decisions today. From redefining MQLs to recognizing meaningful intent, this conversation is a straight path from vanity metrics to qualified pipeline.We break down the Brand–Demand–Expand model in practical terms. Brand ensures you land on the day-one consideration set with clear, memorable narratives. Demand translates attention into real sales conversations by removing friction and aligning to buyer timing. Expand focuses on adoption, retention, and account growth, turning customers into advocates who fuel word of mouth. Along the way, you’ll hear why aggressive outreach erodes trust, how to design self-serve paths that respect buyers, and where most teams underinvest when it comes to lifetime value.Pulling it all together, we explore Refine Labs’ rigorous onboarding: multi-quarter revenue analysis, funnel diagnostics, and creative audits that produce a focused roadmap instead of a one-size-fits-all playbook. We also dive into an AI strategy that actually matters—AI-powered benchmarks from first-party data, automation that frees humans for strategy, and structured experiments that prove lift before scaling. Add in concrete steps for aligning sales and marketing around shared pipeline and revenue goals, and a people-first culture that compounds performance, and you get a blueprint for modern B2B growth that’s both human and high performing.If you’re ready to move beyond form fills and start building buyer intent, hit follow, share this with your team, and leave a quick review to tell us what you’ll change first. Your feedback helps more leaders find these conversations and modernize their go-to-market.Everyday AI: Your daily guide to grown with Generative AICan't keep up with AI? We've got you. Everyday AI helps you keep up and get ahead.Listen on: Apple Podcasts   SpotifySupport the showMore at https://linktr.ee/EvanKirstel