Refine Labs

Modernize your B2B growth strategy

Demand Gen & Performance Agencies
★★★★★ 4.8
2018 Founded
51-200 Employees
300+ Customers
Boston, MA, USA Headquarters
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Quick Facts

Website
refinelabs.com →
Starting Price
20000
Pricing Model
tiered
Company Type
private
Social
LinkedIn Twitter/X

About Refine Labs

Refine Labs is a progressive B2B demand generation and revenue strategy firm founded in 2018 and headquartered in Boston, Massachusetts. Originally launched by Chris Walker, the company is now led and majority-owned by CEO Megan Bowen, with Grandin Holdings as a strategic investor. Refine Labs focuses on helping mid-market and enterprise B2B SaaS and technology companies move away from legacy lead-generation models toward modern, buyer-centric demand creation and capture.

The firm’s core offering combines strategic consulting, paid media and creative execution under its Revenue Engine Optimization and Brand–Demand–Expand frameworks. Through its Marketing & Demand and Content & Creative service lines, Refine Labs designs, launches, and optimizes integrated programs across paid search, paid social, and account-based channels. Its teams run “Split the Funnel” and Pipeline Sources analyses to identify wasted spend, improve funnel efficiency, and connect marketing activities directly to qualified pipeline, sales velocity, win rates, and CAC.

Beyond services, Refine Labs has productized much of its intellectual property in The Vault, a subscription platform with playbooks, templates, frameworks, experiment reports, and on‑demand video training built from work with 300+ B2B companies. The Vault is augmented by DemandGPT (Maxwell), an AI assistant trained on Refine Labs’ content to help marketers discover relevant assets and implementation guidance in real time. This blend of agency execution, research, and scalable education has attracted thousands of marketers who use the firm’s methodology even outside of full-service engagements.

Refine Labs is widely recognized as a leading B2B SaaS demand generation partner and is frequently featured in industry rankings of top demand gen and performance agencies. The company reports having supported more than 300 mid-market and enterprise SaaS brands, including Clari, Vena, Splash, Zappi, Loxo, myCOI, dotCMS, and others, often delivering 50%+ growth in qualified pipeline within the first year for suitable clients.

Key Features

Revenue Engine Optimization framework - aligns brand, demand, and expansion programs around qualified pipeline and revenue impact.

Brand, Demand, Expand methodology - distinct strategies for creating demand, capturing in-market intent, and expanding existing customer revenue.

Change management for GTM - advisory to transition organizations from traditional lead generation to modern, buyer-centric demand generation.

Paid media strategy & execution - planning, launching, and optimizing campaigns across LinkedIn, Google, YouTube, Meta, Reddit, and CTV aligned to revenue KPIs.

Content & creative production - integrated campaigns, ad creative, landing pages, and social content tailored to complex B2B buying journeys.

Split the Funnel and revenue performance audits - diagnostic analysis of funnel performance by source, segment, and channel to uncover waste and growth levers.

Pipeline Sources measurement framework - updated attribution and reporting model that connects marketing motions directly to qualified pipeline and revenue.

Account-based marketing programs - demand strategies and media plans built around named account lists and third-party intent to engage key accounts.

Self-reported attribution enablement - frameworks and instrumentation to capture buyer-reported influence alongside traditional attribution models.

The Vault on-demand training - subscription library of playbooks, templates, frameworks, experiment reports, and video content for modern B2B marketing.

DemandGPT (Maxwell) AI assistant - chatbot trained on The Vault's content to answer demand gen questions and surface relevant assets instantly.

Analytics & reporting - dashboards and analysis for CAC, pipeline velocity, win rates, payback periods, and other core revenue metrics.

Testing & experimentation programs - structured experimentation for messaging, creative, channels, and audiences to continuously improve performance.

Executive and board enablement - models, narratives, and reports that help marketing leaders secure buy-in and prove impact to finance and executive teams.

Pros & Cons

👍 Pros

  • Deep expertise in B2B SaaS demand generation and revenue-focused marketing strategy.
  • High-quality strategic guidance that challenges outdated lead-generation and MQL-centric models.
  • Strong communication and collaboration, with clients frequently praising how embedded the team feels with in-house stakeholders.
  • Data-driven approach with clear reporting on pipeline, CAC, win rates, and business impact rather than vanity metrics.
  • Creative and campaigns that feel differentiated for B2B and are continuously tested and optimized.
  • On-demand education and playbooks in The Vault are highly valued by marketers looking to upskill and standardize their approach.
  • Employee reviews often highlight smart colleagues, a learning-oriented culture, and remote-first flexibility.

👎 Cons

  • Premium pricing and minimum spend requirements make Refine Labs accessible mainly to companies with sizable budgets and higher ACV products.
  • Some reviewers note that rapid growth and business model shifts have led to organizational change and occasional instability.
  • A few clients and observers suggest the approach is harder to justify for brands with low awareness, very lean budgets, or short-term expectations.
  • Employee feedback indicates that periods of fast scaling have included layoffs and uneven career progression for some roles.

User Reviews

G2
4.8
★★★★★
Capterra
unknown
☆☆☆☆☆
TrustRadius
unknown
☆☆☆☆☆

Integrations

Salesforce HubSpot Marketo Google Ads LinkedIn Ads Meta / Facebook Ads YouTube Ads Reddit Ads CTV advertising platforms Google Analytics Google Tag Manager Google Search Console Microsoft Ads Metadata.io 6sense Demandbase SEMrush Funnel.io Slack Monday.com

Best For

Company Size

mid-market enterprise

Industries

SaaS Technology Financial Services HR Tech Professional Services

Use Cases

Modernizing B2B demand generation strategy from MQL volume to revenue and pipeline metrics Designing and executing paid media programs across LinkedIn, Google, YouTube, Meta, and other channels Building and scaling account-based marketing and target account engagement programs Improving funnel efficiency, CAC, and payback period via Split the Funnel and Pipeline Sources analysis Standing up in-house demand engines using The Vault playbooks, templates, and training Repositioning brand and narrative to better resonate with ideal customer profiles in competitive SaaS markets

FAQ

What is Refine Labs?

+

Refine Labs is a Boston-based B2B demand generation and revenue strategy agency that helps mid-market and enterprise SaaS and technology companies modernize how they measure and execute marketing. The firm focuses on replacing legacy lead-gen models with a Brand-Demand-Expand framework, Revenue Engine Optimization, and data-driven programs that drive qualified pipeline, improve win rates, and lower customer acquisition costs. In addition to its agency services, Refine Labs offers The Vault, a subscription platform with playbooks, templates, frameworks, and on-demand training, plus an AI assistant called DemandGPT.

How much does Refine Labs cost?

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Refine Labs publishes pricing for both its services and its Vault product. For agency engagements, a one-time Marketing Strategy & Digital Media Assessment Project is listed at $35,000 for a 6-8 week project, while ongoing Paid Media & Creative Strategy starts at $20,000 per month and Full-Service Management starts at $31,000 per month. The Vault, Refine Labs' on-demand education platform, is priced at $149 per month for an Individual license and $699 per month for a Team plan with unlimited seats, with discounted annual options. Enterprise retainers and custom scopes are typically discussed directly with their sales team.

What are the main features of Refine Labs?

+

Core features of Refine Labs' offering include its Revenue Engine Optimization framework, Brand-Demand-Expand methodology, and strategic change-management support to move companies from MQL-centric lead gen to modern demand creation. The agency provides paid media strategy and execution across LinkedIn, Google, YouTube, Meta, Reddit, and CTV; content and creative development; Split the Funnel and Pipeline Sources analyses; account-based marketing programs; and robust analytics and reporting on CAC, pipeline, and win rates. Its Vault product adds on-demand playbooks, templates, frameworks, experiment reports, video trainings, community access, and the DemandGPT AI assistant for marketers.

Who are Refine Labs' main competitors?

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Refine Labs competes with other B2B-focused demand generation and performance marketing agencies. Common alternatives include Directive, Single Grain, Ironpaper, and Native Digital, along with a broader ecosystem of SaaS growth and ABM agencies. Many of these firms offer overlapping services such as paid media management, content and creative services, and revenue-focused strategy, but they may differ in industry focus, pricing, and how much proprietary IP and education they provide.

Is Refine Labs good for small businesses?

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Refine Labs is generally not optimized for very small businesses or early-stage startups. Its sweet spot is mid-market and enterprise B2B SaaS companies with at least ~$30M in ARR, ACVs around $25K or higher, seven-figure annual marketing budgets, and existing paid media spend of $50K+ per month. The firm's pricing, change-management intensity, and strategic scope are designed for organizations that can invest meaningfully in a new demand model. Smaller companies and those with low ACV or limited budgets may find more appropriate fits with lower-cost agencies or self-serve educational resources before engaging a partner at Refine Labs' level.

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