In Demand: How to Grow Your SaaS and Stay In Demand

In this episode of In Demand, Asia and Kim continue their two-part series on SaaS marketing channels with a rapid-fire breakdown of the most common growth channels available to SaaS companies. They cover everything from word of mouth, SEO, and social ads to conferences, partnerships, PLG, engineering as marketing, ABM, and community building. Throughout the episode, Asia explains which channels te...

In this episode of In Demand, Asia and Kim dive into one of the most misunderstood topics in SaaS growth: how to choose the right marketing channels for your company. This is part one of a two-part series on SaaS marketing channels. In this episode, they focus on the strategy behind channel selection, including customer behavior, levels of awareness, ARPU, and how different markets discover produc...

In this episode of In Demand , Asia and Kim dive into product management. They cover problem space versus solution space and why so many founders and product teams build features based on assumptions, customer requests, or competitive pressure without doing the discovery work necessary to understand what users are actually trying to accomplish. This episode is a masterclass on how to avoid buildin...

Growth does not always slow down because something obvious breaks. Sometimes it stalls because small issues quietly build up across different functions.  In this episode of In Demand, Asia and Kim break down what a growth stall actually is, why it happens, and how to diagnose it. They walk through real examples from DemandMaven clients, including how poor team structure, technical debt, lack of an...

Product consciousness shapes how your customers experience, interpret, and talk about your product. And if you are not accounting for it, you may be making product decisions based on incomplete or misleading feedback. In this episode of In Demand, Asia and Kim break down the four levels of product consciousness and why not all customer feedback should be treated equally. Asia explains how differen...

Most SaaS companies do not stall because they run out of acquisition channels. They stall because their organization cannot scale what is already working. In this episode of In Demand, Asia and Kim break down why so many companies get stuck in the 3 to 5 million ARR range. Asia shares patterns she is seeing across companies, from flat team structures and lack of ownership to analytics debt and poo...

Growth leaders often focus on tactics, channels, and experiments. But at a certain point, the real unlock is not another marketing playbook. It is leadership. In this episode of In Demand, Asia reflects on her first year working as a fractional CMO and the shift she is experiencing in her role. After spending months identifying growth levers and investing in long term bets like SEO and brand, she...

In this episode of In Demand, Asia and Kim unpack how they think about and using AI today, and what founders and operators should think about when using AI in their day-to-day work. They explore when AI meaningfully speeds up analysis and deliverables, why human interpretation still matters for strategy, and the common mistake of outsourcing thinking to an LLM too early. If you are experimenting w...

If you are past $1 million ARR and still treating marketing as your primary growth lever, you may be burning resources without realizing it. In this episode of In Demand, Asia and Kim break down why marketing is not always your best growth lever, especially for PLG SaaS companies that have already crossed the early survival stage. Asia introduces the shift from “boiler room founder” to “captain’s...

In this episode of In Demand, Asia and Kim break down what value decline is, how it silently erodes net revenue retention, and why many SaaS companies are unknowingly creating long-term churn.  They explore the forces that drive declining value, including market shifts, competitive moves, and self-imposed product constraints. If your NRR is stuck below 80 percent, or if growth feels harder than it...

Activation is the most overlooked growth lever in SaaS, especially for PLG-focused companies. While founders obsess over acquisition, pricing, and retention, they often overlook low-hanging fruit with activation.  In this episode of In Demand, Asia and Kim break down what activation actually is, why most teams misunderstand it, and how to improve it using a clear, repeatable process. Asia shares w...

Welcome back to In Demand! Since it's the the first episode of 2026, Asia and Kim reflect on the past year at DemandMaven, what shifted after a difficult 2024, and why 2025 felt more aligned, more balanced, and more intentional. They talk about letting go of pressure to scale, refining research processes, leaning into partnerships, and rethinking goals. Got a question you’d like Asia to unpack on...

Copying competitors can feel like the fastest path to growth, but more often than not, it backfires. In this episode of In Demand, Asia and Kim break down why copying other SaaS companies rarely works and what to do instead. They explore the difference between copying and inspiration, why context determines whether a strategy will succeed, and how to translate what you admire in another business i...

Research is one of the most valuable tools for unlocking growth in SaaS, but too often, research projects fail to create impact. In this episode of In Demand, Asia and Kim explore why research projects fail from the consultant’s side and the client’s side. They unpack the most common failure modes, like treating research as an end in itself, failing to get buy-in, or conducting great studies that...

Pricing is one of the most powerful yet least understood growth levers in SaaS. Most founders either ignore it for years or treat it like a guessing game. In this episode of In Demand, Asia and Kim share their guide to pricing for busy founders. They cover the three phases of pricing, how to tell if it’s time to revisit your pricing, and how to run  data-driven pricing experiments without wasting...

Early-stage founders often claim they’ve reached product market fit, but when you look closer, it’s usually built on vibes, not data. In this episode of In Demand, Asia and Kim unpack what real product market fit looks like, how to measure it quantitatively, and why most early-stage SaaS companies are too quick to assume they’ve found it.  If you’ve ever wondered how to know when you’ve actually h...

Most SaaS founders think about growth through the lenses of acquisition, activation, retention, or pricing. But few think about operations and how the way you work internally either unlocks or limits growth. In this episode of In Demand, Asia and Kim dig into why operations is one of the most overlooked growth levers for bootstrapped SaaS companies. They explore how internal systems, structure, an...

When it comes to growth channels, things are as straightforward as they seem. Attribution is as complex as ever, and if you move too fast, you risk wasting money on strategies that “don’t work”, not because they can’t, but because you’re too early. In this episode of In Demand, Asia and Kim dig into how to understand which channels work (or don't). They unpack false positives and false negatives,...

When you’ve built a successful service or consulting company, the idea that building your own SaaS product can sound very attractive: scalable revenue, recurring customers, and product-led growth. But the reality is often far more complex. In this episode of In Demand, Asia and Kim explore why non-SaaS companies struggle when attempting to spin off software products. They cover what makes SaaS suc...

When you’re in the early go-to-market stage, every dollar counts, but founders can feel pressure to move fast and start considering hiring a big agency before they're ready. In this episode of In Demand, Asia and Kim unpack the trade-offs of hiring an agency too early. They explore what signals actually show you’re ready, how to avoid wasting precious cash, and alternative paths like freelancers o...

Most SaaS founders pay attention to churn, but beneath the surface of a good or bad churn number, many important details are missed.   In this episode of In Demand, Asia and Kim break down the real story behind churn. What the numbers do and don't tell you and how to dig deeper to uncover the patterns driving customer retention (or loss).  From understanding net revenue retention to running effect...

In this episode of In Demand, Asia and Kim take a deep dive into one of the most overlooked revenue levers in SaaS: activation.  They walk through their activation playbook, breaking down how to define activation for your product and sharing tactical strategies for improving onboarding experiences.  Whether you're PLG or sales-assisted, this episode offers clear steps to uncover where users get st...

One of the biggest pain points for first-time founders is a lack of structure within their business. One of the most popular frameworks for quickly creating structure is the Entrepreneurial Operating System (EOS), but does it really live up to the hype? In this episode of In Demand , Asia and Kim do a deep dive into EOS. They break down its key components, where it works (and where it doesn’t), an...

Most SaaS companies know customer research matters, but too often, it becomes a one-off project or gets pushed down the list.  In this episode of In Demand, Asia and Kim break down how to make customer research a core part of your growth process. They share how their own approach to research sprints has evolved, what mistakes they made early on, and what they do now to consistently uncover insight...

Asia just hit her 90th day as fractional CMO with a new company, and in this episode of the In Demand Podcast, she shares everything she's taking away from those first three months. This episode is a behind-the-scenes look at how a marketing leader gets up to speed, creates clarity, and shapes outcomes. Asia and Kim cover everything from digging through legacy docs to building team structure and l...