B2B SaaS marketing has been mired in inefficient methods that burned through capital while pursuing growth at all costs.

These B2B SaaS marketing strategies that grew the company as fast as possible were grounded in the fact that capital was cheap and abundant, which was in turn grounded in inflated valuations propped up by P/E ratios.

That all changed in 2022/2023. In this episode, I report on recent conversation I had with a CMO who shared the opinion that marketing lost its way during the "growth at all costs" period, and some suggestions on how to find the way again.