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:

• What “deposits” and “withdrawals” mean in the context of B2B SaaS marketing
• How to build genuine relationship loyalty that can be “withdrawn” later
• What offers truly make deposits vs making asks that don’t foster real relationships 
• How to be relevant for your audience – and how they will be relevant for you
• Why knowing your ICP audience and what they want is critical

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• Steven Covey: The Seven Habits of Highly Effective People
• BSMS 42 - What research says about common SaaS startup missteps
• BSMS 26 - How to define and create your Ideal Customer Profile (ICP)
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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 customer profile. This is absolutely crucial before you can hit the gas on growth. 

Topics discussed include:

• Why founders can’t cut corners on going from MVP straight into growth without the right customer understanding
• The big difference between early adopters and true customers that will pay and help you grow
• The most important questions you need to answer in the market to gain traction: who’s it for and what’s it for
• How to confirm when you’ve stepped from MVP to PMF
• How to conduct Jobs to be Done (JTBD) research to get the best answers

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• How to use feedback to better your SaaS product and GTM strategy
• 10 milestones to reach product-market fit (PMF) for B2B SaaS
• BSMS 31 - T2D3: How some software startups scale, where many fail
• BSMS 26 - How to define and create your Ideal Customer Profile (ICP)
• BSMS 5: When's the time to invest in marketing? Hint: at PMF
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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:

• How AI has moved from optional to essential for B2B SaaS marketing teams
• Why hyper personalization and strategic content are no longer luxuries but are critical to your ability to drive growth
• The rise of lean AI driven marketing teams and their game changing potential for startups
• How automation and data driven insights are reshaping customer attention.
• The latest strategies for B2B SaaS customer expansion 

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• BSMS 67 - The impact of AI on marketing
• Unlocking the power of AI: Transform your content creation process
• B2B SaaS ABM strategy: 5 steps to personalization
• Email personalization best practices
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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:

• What makes great CRMs great?
• How a CRM should support marketing, sales, customer success, the executive team, and more
• How to align your team with the right systems and culture to keep your CRM data clean
• How to generate more actionable data

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• HubSpot CRM optimization for SaaS companies
• 5 actionables to keep your HubSpot CRM clean
• 24 CRM Solutions ranked by price and popularity
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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 B2B SaaS companies.

Topics discussed include:

• Aligning your product to the specific set of features and capabilities that potential partners have as priorities
• How to compare the potential opportunity for partnerships vs other traditional marketing channels like paid media, content, ABM and SEO
• How to incent and empower partners to recommend your software along with their own
• Why partnership plays can be better for sales-led companies than product-led ones
• Examples of successful partnership programs involving Amazon Web Services
• Indicators that show that partnerships will be an effective strategy for your software 
• How to build the right incentive-building SLA for each relationship, to make it most likely to succeed
• How to measure success of your B2B SaaS partnership program

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• Partnerships & Channel Marketing: B2B SaaS Partner Programs
• BSMS 39 - When you should(n't) start channel partnerships
• 5 Third-Party B2B Partnerships to Consider for Your SaaS Business
• Partnerships & channel marketing –do I need a B2B SaaS partner strategy?
• 3 reasons to use channel partners for SaaS GTM
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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 feed this side, your pipeline will suffer down the road.

On Episode 70 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn interview a special guest: Silvia Parra, an Associate CMO at Kalungi, who is an expert in balancing out these two sides of the buyer journey for B2B SaaS companies.

Topics discussed include:

• Insider tips for correctly attributing traffic beyond simplistic “last touch" into a more nuanced understanding
• Strategies for nurturing subscribers, MQLs and SQLs as they move gradually through the funnel
• Examples of paid media and content strategies that work
• How founders can correctly monitor and establish data goals that show progress in both demand creation and capture
• How to build a pipeline that is filled with both prospects that are ready for immediate conversion and future growth

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• Understanding Demand Creation vs. Demand Capture in B2B SaaS
• Demand generation is dead
• 5 Key Steps To Improve Demand Generation
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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-true factors behind this claim. 

Topics discussed include:

• The fast-evolving role of the marketer in view of AI and the fast pace of technological change
• Where the true value of marketing lies
• The symbiotic relationship between product and marketing to create truly legendary products
• What “brand strategy” truly means in software today 
• How to “future-proof” your marketing career to stay relevant

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• The Future of Marketing Part 1 – Scott Galloway
• Unlocking the power of AI: Transform your content creation process
• SaaS SEO best practices: dos and don'ts
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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 the most of your next product launch. The launch window, brief as it is, sets the tone for your product's ability to be accepted and celebrated in the market.

Topics discussed include:

• How to build buzz around your SaaS product launch
• Examples of both successful and unsuccessful product launches
• Driving factors that determine organizational launch effectiveness
• Breaking down the stages of launch, especially where to start
• How pricing factors into great launches
• Pitfalls to avoid in product launches

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• S.T.O.P: 4 Steps to evolve a service and launch a SaaS product
• Product marketing: How to position your product for success
• How To Price SaaS Products And Services
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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 another tool.

In Episode 67 of the B2B SaaS Marketing Snacks Podcast, Brian and Stijn share both the benefits and the critical limitations you need to keep in mind to make AI a powerful tool without compromising your brand’s authenticity.

Topics discussed include:

• Everyday usage ideas to strategize in marketing successfully
• Empowering junior marketers to level up their game skills
• Turning average, generic outputs from AI into great copy
• Training AI over time to work faster for you
• Leaning into customer pain points and knowledge to get the best from AI
• Factchecking and keeping quality high

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• Unlocking the power of AI: Transform your content creation process
• How to build a content factory
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics
  
  

ABOUT B2B SAAS MARKETING SNACKS

Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.

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
-grow the balance sheet

However, if done poorly or for the wrong reasons, an acquisition can stagnate revenue, increase costs, fracture your team culture, and stretch your team too thin to succeed.

B2B SaaS Marketing Snacks is one of the most respected voices in the SaaS industry. It is hosted by two leading marketing and revenue growth experts for software:

• Stijn Hendrikse: Author of T2D3 CMO Masterclass & Book, Founder of Kalungi
• Brian Graf: CEO of Kalungi

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 worth the investment!

The best founders, CFOs and COOs in B2B SaaS rely on a balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.

Resources shared in this episode:

• B2B SaaS mergers and acquisitions: dos and don’ts
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics
  
  

ABOUT B2B SAAS MARKETING SNACKS

Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.

Meet our Marketing Snacks Podcast Hosts: 

• Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
  As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.

• Brian Graf: CEO of Kalungi
  As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.

Visit Kalungi.com to learn more about growing your B2B SaaS company.