B2B SaaS Marketing Snacks

Is moving fast the antidote to marketing entropy?

AI gives you volume and speed, then drowns you in noise. Great ideas get sanded down by feedback loops, testing for testing’s sake, and a few too many opinions. Momentum fades, quality slips, and the window closes. The fix is not more polish. It is shipping sooner. 

In Episode 91 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack why speed protects signal, what “ship” means in SaaS today, and how the 72-hour rule forces scope that actually gets done. You’ll hear h...

Is AI making your marketing sharper—or just noisier?

AI has supercharged how fast we can create. Blogs, campaigns, designs—what once took weeks now takes hours. But speed comes with a catch. When everything is generated faster and in higher volume, clarity often gets lost. Signal turns into noise. The real message gets buried.

In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse break down a key idea from Stijn’s new book Syntropy: why AI accelerates entropy in marketing, and how modern teams can counteract it by bec...

Is founder-led growth helping or holding you back?

Early wins often come straight from the founder’s voice. Nobody knows the problem better, or tells the story with more passion. That credibility is what gets the first customers to sign, keeps them close, and often carries a young company through its earliest deals. But founder-led growth has limits. Time runs out. Markets expand. What worked at $1M ARR may stall out at $15M.

In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack both sides of fo...

Is your product really ready to sell itself?

Plenty of founders spot Slack, Loom, or Canva and claim, “We’ll just go product-led.” The idea feels neat. No big sales team. Faster cycles. Viral growth. Yet Product-led Growth only works when the product already clears tough hurdles for ease, onboarding, and unmistakable value. Miss those, and momentum never starts.

In Episode 88 of B2B SaaS Marketing Snacks, host Brian Graf sits down with long-time CMO Stijn Hendrikse to explore why early teams often overrate PLG—and how investors can identify the warning signs before wiring funds.<...

AI is rewriting the rules for marketing roles—and the expectations that come with them. In episode 88 of B2B SaaS Marketing Snacks, Brian Graf and Stijn Hendrikse dig into how job descriptions, hiring, and performance standards are shifting as AI becomes a core part of every marketer’s toolkit.

What you'll learn:

Video isn’t a flashy extra in B2B SaaS marketing anymore, it’s a must-have tool that is driving serious growth and leaving old-school strategies in the dust. 95% of B2B buyers lean on video before buying, and video ads can slash CPLs by ~30%! 

In Episode 86 of B2B Marketing Snacks, host Brian Graf and guest CMO Julian Revorio deliver the playbook on why video is now non-negotiable in B2B SaaS today. They show you how to leverage both short and long-form videos to engage more buyers and drive conversions.

<...

Are you pricing your AI software correctly?

Whether you’re trying to attract early users to a new AI SaaS offering or rethinking your model to scale an established product, you have to choose the right pricing model. If you pick the right one for your stage and audience, you’ll avoid churn risks and gain a new strategic tool to drive growth. 

In Episode 85 of B2B SaaS Marketing Snacks, host Brian Graf and guest CMO Antoine Vial break down the major pricing models emerging in the AI-driven SaaS space – from traditional seat-based subscriptions to usag...

With over 14,000 new AI startups in the past few years and nearly every software tool now adding “AI” to its messaging, how can your AI-powered SaaS product stand out? 

In Episode 84 of BSMS Marketing Snacks, host Brian Graf and special guest CMO Antoine Vial (fractional CMO for 20+ SaaS companies) explore why technical features alone aren’t enough to win customers during the AI gold rush. You need to craft messaging around the real outcomes and value you deliver. 

They use real examples (like how one startup niched down with “personalization at scale” for a specific aud...

When economic and market turbulence strikes without warning, SaaS founders and marketers naturally start to wonder... should we cut marketing budget, pivot our message, or hold the line? 

In Episode 83 of B2B SaaS Marketing Snacks, co-hosts Brian Graf and Stijn Hendrikse explore how B2B SaaS companies can not only survive but thrive when the economy takes a dip. You’ll hear why maintaining focus on customer value is more important than ever, and how to avoid knee-jerk reactions that can hurt long-term growth. 

Here’s what you’ll learn:

Feeling overwhelmed by a never ending to-do list, or struggling to balance high impact work with personal growth? The development matrix can help.

In Episode 82 of B2B SaaS Marketing Snacks, co-hosts Brian Graf and Stijn Hendrikse dive into the Development Matrix – a simple but powerful framework for overloaded marketing leaders – and unpack how to tackle the never-ending to-do list that every B2B SaaS marketer and founder knows too well. 

Here’s what you’ll learn:

Ever wish you could boost revenue without scrambling for new customers? You can! But only if you maximize the hidden growth opportunity in your existing customer base.

In Episode 81 of B2B Marketing Snacks, co-hosts Brian Graf and Stijn Hendrikse welcome back B2B SaaS CMO Cecilia Pérez-Muskus to continue the discussion from Episode 80. Our very own B2B SaaS experts dig into how the best SaaS companies drive over 50% of their revenue from current customers (while the average is only ~28%). They have practical advice for you on using customer success, product usage data, and account-based m...

Scaling a SaaS company is about more than just landing new customers! It’s about maximizing the value of the ones you already have. This episode teaches you how to unlock expansion revenue, increase customer retention, and build a more profitable SaaS business. 

From upselling and cross-selling to deepening customer engagement, we dive into the real tactics that fuel scalable, efficient growth from the customers you already have. Net-new customer growth alone isn’t enough — you need to grow within your existing accounts.

In Episode 80 of B2B SaaS Marketing Snacks, Brian Graf and special...

Hiring a marketing agency could be your next logical step for growth—but it can also be a costly mistake. The wrong agency can drain your budget, delay real solutions, and create more problems than it solves.

In Episode 79 of B2B SaaS Marketing Snacks, Brian Graf and Stijn Hendrikse break down:

...

As a B2B SaaS executive, it is fair to consider: Is my marketing team underperforming? With endless reports, unclear attribution models, and a constant flurry of activity, it can be tough to tell whether your team is actually moving the needle or just running in circles.

In Episode 78 of the B2B SaaS Marketing Snacks Podcast, co-hosts Brian Graf and Stijn Hendrikse sit down with special guest CMO Antoine Vial to break down:

What does it take to truly level up in 2025? It’s not just about growing your GTM team—it’s about elevating your own leadership, optimizing your impact, and mastering the tools that will define the next era of growth.

In this must-listen episode, Brian Graf sits down with Stijn Hendrikse and Antoine Vial to dive into their upcoming book, Level Up! Coaching Go-To-Market Leaders to Achieve Exponential Growth. 

They explore why coaching—both for your team and with AI—is the key to unlocking greater GTM efficiency, smarter decision-making, and lasting success.

🔥 What You'll Le...

When you're building pricing and packaging for your B2B SaaS company, you’ll want to consult the feature matrix first.

This framework gives your team an unbiased look at the features your product delivers to customers. It looks at each feature based on two different factors: how many people utilize it and how many competitors offer it.

In Episode 76 of the B2B SaaS Marketing Snacks Podcast, host Stijn Hendrikse and special guest Mike Northfield show you, step by step, how to:

How do you make sure that your relationship bank account with prospects and customers is always positive? If your SaaS company focuses only on what it wants, it will not succeed.

Every relationship in B2B SaaS is like a bank account. This key concept from Steven Covey’s “Seven Habits of Highly Effective People” is especially true in marketing for software.

When you get to a point where your relationship makes it beneficial for both parties, then it's a win win.

Topics discussed include:

Why do some minimum viable SaaS products catch fire immediately, while others struggle to gain traction, even with solid execution? This is a challenge that keeps many early stage founders up at night.

Building a great product is just the beginning. You've probably heard people say… “just turn on marketing and revenue will flow.” For some, it can be that simple, but often it isn't. 

In Episode 74 of the B2B SaaS Marketing Snacks Podcast, our hosts Brian and Stijn dive deep into the hows and whys of finding your true customers and nailing your ideal c...

Ready to future proof your SaaS marketing strategy and get the most out of your 2025 go to market? This episode is packed with insights you can take straight back to your company to grow faster. 

On Episode 73 of the B2B SaaS Marketing Snacks Podcast, our hosts Brian and Stijn navigate through trends such as AI's game changing role in marketing, to other significant changes in personalization, content strategy, and retention you don’t want to miss out on.  Topics discussed include:

Why do so many CRMs fall short of their potential to drive revenue generation and retention?

With the right setup, usage, and maintenance, your CRM strategy will be the key to unlock your startup’s true revenue machine.

On Episode 72 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn interview a special guest: Fadi George, co-founder and CTO of Kalungi and a RevOps master. He’s implemented Hubspot for so many companies that he created his own app to automate the process for B2B SaaS companies. 

Topics discussed include:

If your B2B SaaS company is sales-led, building the right partnership program can rapidly accelerate your growth and long term success.

But not every software company succeeds at partnership marketing! If you have a lack of resources, not enough strategy or just poor execution and enablement, this powerful go to market motion will go nowhere.

On Episode 71 of the B2B SaaS Marketing Snacks Podcast, host Brian Graf interviews a special guest: Antoine Vial, an Associate CMO at Kalungi, who is an expert in driving rapid growth in revenue with partnership opportunities for B2...

The B2B SaaS buying journey isn’t linear – it is much more complicated than that.

At any one time, only 5% of your addressable market is actively in-market and seeking a solution. These prospects are ready to click that “schedule a demo” button after seeing your paid search ad or visiting your website’s pricing page. 

But what about the 95% who aren’t ready to buy? This is where demand creation comes into play. Allocating resources and time to create demand will help you be in the top 3 when those prospects become ready to buy. If you don’t...

If you are under 30 and your career isn’t skyrocketing in marketing, should you move to product or supply chain?

A recent episode of Scott Galloway’s celebrated podcast, Prof G Pod, made the claim that the true innovation and differentiators today for companies are on the product side and not on the marketing side. Galloway is an American public speaker, author, podcast host, entrepreneur, and clinical professor of marketing at NYU’s Stern School of Business.

In Episode 69 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn unpack the truth and the not-so...

For any new B2B SaaS company, the product launch is a critical moment in time. Done correctly, you gain traction and jumpstart getting revenue in the door. 

For more mature companies, it’s an new opportunity to connect with the market, bring excitement to your new product or product evolution and celebrate your users. 

Either way, a successful launch requires planning, coordination, and focus.

In Episode 68 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn break the ideal SaaS product launch down for you so you can make...

With AI now baked into nearly every software solution, how can you get the most out of it to grow your SaaS company?  Used wisely, smaller teams can achieve more with less effort. 

However, AI isn't a magic solution for SaaS marketing. Used unwisely, it creates generic content, adds inaccuracies, and provides a negative impact on your brand in the mind of your ideal customer.

If you're a marketer, SaaS founder, or executive wondering how to use AI effectively in your strategy, this discussion is full of practical insights whether you use ChatGPT, Perplexity or...

Don't let a badly chosen or implemented acquisition TKO your software company's success trajectory.

In Episode 66 of B2B SaaS Marketing Snacks, we tackle how to make sure a potential acquisition is the right move and, most importantly, how to get the most out of it.

Growth by acquisition can be a powerful way to accelerate your go to market approach. Acquisitions allow you to:
-quickly enter a new market
-buy your way deeper into a market you already service
-fill a team or product gap
-generate new revenue
...

Strategy, growth targets, messaging, and funnel focus: get ready to solve four of the biggest problems that B2B SaaS marketing teams face on a daily basis.

Identifying and eliminating problems in these areas for your organization needs to be a top priority. 

In Episode 65 of the B2B SaaS Marketing Snacks Podcast, we discuss how to unlock new levels of performance by fixing these common issues:

Innovative products are the bread and butter of SaaS companies, and it can be tempting to try new things. But when it comes to launching new products, many B2B businesses can stumble at first.

Episode 64 of the B2B SaaS Marketing Snacks Podcast is the third and final episode in our Ansoff Matrix series. We discuss the right side of the famous Matrix: product development and diversification (“the pivot”) for B2B SaaS. We show you how to find the most efficient and authentic path to true new product-led growth for existing and new audiences. 

We...

Selling an existing current product or service into a new group of software customers can be a big challenge. Today we dive into strategies for marketing expansion for your SaaS company using the wisdom found in the upper left quadrant of the famous Ansoff Matrix.

In Episode 63 of the B2B SaaS Marketing Snacks Podcast, we talk through the indicators you should look for when considering a marketing expansion strategy and what new initiatives you can take to effectively sell into a new group of customers without changing your product or service. 

The Ansoff Matrix, n...

The secrets to greater market penetration for your software company can be found in the lower left quadrant of the famous Ansoff Matrix.

In Episode 62 of the B2B SaaS Marketing Snacks Podcast, we show you how to use Ansoff's Matrix to make the most out of what you already have. You can expand your share of an existing SaaS market using your existing software products and/or services. 

You will need to attract new customers in the space, defend the customers you already have against rising competition, and perhaps even acquire a competitor to g...

As a SaaS investor, how do you predict how fast a company will grow?

You need to know if you're looking at a rocket – or a tugboat – in terms of potential speed and growth. What are its chances to expand fast in the market? Can it really take hold and nail a niche?

In Episode 61 of the B2B Marketing Snacks podcast, we talk through all the factors to look for in a company that show it is primed for exponential marketing growth.

This is relevant for: 
• Investors doing due diligence on softwar...

As a SaaS founder, hiring the right marketing leader for your startup is one of your most important yet tricky tasks. The wrong choice means lost time, revenue and resources when you need speed, scale and skill.

How much experience is enough? Will they fit your culture? Are they going to get the growth results your investors demand, quickly enough? 

In this episode of B2B Marketing Snacks, our experts cover all the factors to consider before you go about hiring a B2B SaaS CMO, including:

• Best qualities to look for in CMO...

As a SaaS founder, the pressure to move too fast can be relentless. It can be tempting to cut corners and try and gamble on your scale through quick wins and growth hacks. 

More often than not, these initiatives become distractions that end up wasting time, money, and resources only to deliver subpar results. 

In this episode of B2B Marketing Snacks, we detail the right foundation for a B2B software company – for both the quick wins and the long term scaling goals. Growth is much more likely to be smooth, consistent, and ROI posi...

You have all the experience, connections and drive needed to crush your next top marketing role. Now, what is the best path to getting hired today as a chief marketing officer?

Like the famous fable of "the cobbler’s shoes" (in which the cobbler’s kids had no shoes because he was too busy working for others), too many potential CMOs spend too little time on their go to market strategy. They hope social media posts and thought leadership alone will attract clients over time. 

To get ahead, any potential CMO should treat themselves as serio...

Congratulations, you’re the new CMO for a B2B SaaS company! What do you do first?

Learn the ins and outs of “making moves” as a new marketing leader: how fast to move and how to tackle all the big and urgent issues you'll face early on. It’s vital to avoid pitfalls and maximize your impact in the short term while building for the medium and long term too.

Getting hired as marketing leader at a software company – whether fractional or full-time – means you are probably inheriting a strategy already in play… for better or for...

The best B2B SaaS marketing teams are built, not bought. 

For any software marketing leader, CEO or founder, a crucial part of your job is to teach the new, young, relatively inexperienced people on your team.

Small software companies don’t have the big HR budgets that large companies have to hire A-level players. They have to rely on their ability to bring in less experienced, highly motivated people and teach them well according to proven playbooks. 

Offering support and training develops the exact valuable go-to-market skills you require. It also increases loya...

If you’ve tried outsourcing marketing for your B2B SaaS company, you know managing several agencies at one time can be more than a headache. It can mean significant coordination, time, and effort spent even just to get started. Every agency has its own onboarding process, internal project management approach, reporting cycle and more. 

As a result, founders can suffer what’s known as “agency fatigue.” Symptoms include extreme frustration and feelings of being overwhelmed from the time and resource drain that comes from working with uncoordinated tactical agencies. It isn’t easy to get the right combi...

How do you stand up a marketing team fast? Where do you find the best marketing talent? How far and how fast should you expect these experts to go? 

Today’s software founders have an array of choices for rapid growth: internal hires, fractional hires, agencies and/or tactical specialists – but you can’t (and shouldn't) have it all.

Typical startups have one of three needs when it comes to getting customers:

In B2B SaaS, the expectations for a $10,000/mo marketing team are totally different from a $100,000/mo one. 

As a Founder, CEO, COO or CMO, you need a way to know:

• How do I forecast the amount of lead gen and revenue results to expect?

• How large a marketing team do I really need?

B2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). With people cost being a majority of the cost involved, every hire needs to be well...

Many sales forecasts are inaccurate. Let's make yours more predictable:

1. Ground your projections in actual data instead of feelings. 

Many forecasts are based on opinion rather than actual data. If you’ve been in business for 3 or more months, you likely have access to data you can use. Let’s say you had 20 demos and 2 closed-won deals in the past three months—with this information, you can start to build a picture of your conversion rates. Roughly 10% of your demos convert to closed-won deals. And you can use that number as a startin...