B2B SaaS Marketing Snacks

In this episode, we explore the development of the T2D3 Operating System, a comprehensive tool that transforms the principles of the T2D3 book into an AI-powered platform for SaaS growth. Discover how this system bridges strategy and execution, making growth planning more accessible and effective for modern marketers and CEOs. key topics Development of the T2D3 Operating System Integration of AI i...

In this episode, Stijn sits down with Antoine, Kalungi's new CEO, for an energizing conversation about what it really takes to grow as a marketing professional in 2026. The centerpiece is Antoine's upcoming book, Level Up — a practical, story-driven guide to becoming the kind of marketer, manager, and teammate that no AI can replace. Antoine pulls from an unconventional journey — from chasing a pr...

Is the Marketing Qualified Lead (MQL) dead, or are marketing teams stuck in a cycle of high-volume, low-return efforts? Marketing economics have undergone significant structural shifts in recent years. With the disappearance of global labor arbitrage and the rise of AI-generated content, the costs of customer acquisition and inbound marketing have skyrocketed. Because of these changes, the once-do...

Is signal-based selling really the next step in B2B growth, or are most teams still just getting better at managing noise? Sales and marketing teams have more data than ever. They can see site visits, account activity, intent signals, and engagement across a growing stack of tools. But that still leaves a basic problem unsolved: who is actually in-market, what signal matters, and what should your...

With content getting cheaper and noise getting higher, which parts of the old playbooks still hold up, and which ones break? Marketing-led growth keeps getting pricier, and “more content” is no longer a moat. So you end up staring at the same fork in the road Stijn calls out here, keep leaning on sales, or let the product do more of the heavy lifting.  In this episode, Kalungi founder Stijn Hendri...

Are you actually growing your product, or just stacking signups that never turn into usage? A lot of teams get stuck there. More registrations feel good, but it’s not the same as real usage, paid adoption, and a pipeline you can trust. And now with AI in the mix, it’s easy to create more activity without getting more signal. In this episode of B2B SaaS Marketing Snacks, hosts Stijn Hendrikse and B...

Is your go-to-market built around “why” or around “wow, how, now”? Many teams love Simon Sinek’s Golden Circle. Others organize their marketing around buyer stages, hooks, and calls to action. Brian and Stijn think you do not have to pick one or the other, and that the real job is to raise signal and cut noise in how you lead. In this episode of B2B SaaS Marketing Snacks, host Brian Graf sits down...

Is an MBA still worth it for marketers in 2025, or should you learn by shipping work in public? Schools still broaden your network and expose you to many disciplines. The catch is that the tactical skills age fast, and AI is eating a lot of the output that used to signal competence. On the job, you can publish, get feedback, and adjust in real time. In this episode of B2B SaaS Marketing Snacks, ho...

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 Sti...

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...

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 $...

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...

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: Why activity-based job descriptions are outdated, and why outcomes and ownership matt...

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 tod...

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...

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 ne...

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...

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 B2...

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 comp...

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 fro...

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: When hiring a marketing agency makes sense—and when it doesn’t Why early-stage SaaS companies often stru...

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...

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 Exponenti...

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 S...

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 relati...