PODCAST · business
B2B SaaS Marketing Snacks
by Kalungi
Conversational short-form marketing strategies, frameworks, and tactical advice to help early-stage B2B software (SaaS) companies on their journeys from MVP to PMF and beyond. Hosted by Brian Graf, CEO at Kalungi, and Stijn Hendrikse, Co-Founder at Kalungi, serial CMO for B2B SaaS companies and ex-Microsoft Global Marketing Leader.
Episodes
-
99 - A Sneak Peek Inside T2D3 OS: How to Turn Your GTM Playbook Into a Repeatable Growth Engine
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...
-
BSMS98 - Leveling Up Together: Building High-Performing B2B SaaS Teams
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…
more -
The Death of the MQL: Shifting Focus from Quantity to Pipeline Value
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…
more -
BSMS96 - Signal-Based Marketing and the End of Broad ABM
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...
-
95 - Unlocking Warp Speed Growth through PLG + SLG with Wes Bush
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...
-
94 - How modern SaaS teams build scalable growth systems - With Alex Laventer
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...
-
93 - The "Why" vs the "Wow, How, Now" frameworks in your GTM
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...
-
92 - Is getting an MBA worth it in 2025?
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…
more -
91 - Shipping quickly: The tension between entropy and speed
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…
more -
90 - Syntropy: Marketing's new mandate in the age of AI
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…
more -
89 - Is founder-led GTM a strength or a risk for SaaS investors
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...
-
88 - Why founders overestimate PLG, and what VCs should check before investing
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,...
-
87 - Job Descriptions in the Age of AI
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....
-
86- Video in B2B SaaS marketing
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...
-
85- Pricing strategy for your AI software
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...
-
84- Positioning an AI SaaS company
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…
more -
83- Marketing in a downturn
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...
-
82- The development matrix
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...
-
81- Account expansion (part 2)
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...
-
80- Account expansion
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...
-
79- Why you shouldn't hire a marketing agency
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:...
-
78- How to tell if your marketing team is underperforming
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...
-
77- Leveling up your go to market
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...
-
76- Planning with the feature matrix
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…
more -
75- Relationships in marketing
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...
-
74- How to get traction with an MVP product
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...
-
73- The future of SaaS marketing
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...
-
72- What you need to build a great CRM
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...
-
71- The importance of partnerships for sales-led growth
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…
more -
70- Demand creation vs demand capture
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...
-
69- Is brand strategy really dead?
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...
-
68- How to maximize your product launch impact
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...
-
67- The impact of AI on marketing
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…
more -
66- The GTM perspective on growth through acquisition
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...
-
65- Solving the biggest issues of B2B SaaS marketing
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...
-
64- Pivoting and product development with Ansoff's Matrix
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...
-
63- Expand your market with Ansoff’s Matrix
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...
-
62- Get more market penetration with Ansoff’s Matrix
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…
more -
61- How investors spot high marketing growth potential
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...
-
60- How to hire a SaaS marketing leader
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...
-
59- Setting the right foundation before driving growth
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...
-
58- How to get hired as a marketing leader
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...
-
57- Making changes as a new marketing leader
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...
-
56- A marketing team you can afford
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...
-
55 - How to reduce "agency fatigue"
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...
-
54 - Standing up the ideal go to market team (live at SaaSOpen)
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...
-
53 - Scaling smart with marketing spends from $10-100K/mo
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...
-
52 - Make your sales forecasts more predictable
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…
more -
51 - A simple problem solving framework
A simple 4-step approach to get your goals back on track: Define the problem. Write it down—be specific. Make sure everyone agrees on the problem. This step is incomplete until everyone interprets the problem in the same way. Uncover the ~real~ root cause. People often jump too quickly to...
-
50 - Software without the subscription?
Jason Fried (37Signals) recently published an open challenge to the software subscription model—their stance is that customers should once again be able to buy and own software products. To pay for them once and own the source code. We discuss both models' pros and cons and speculate why Jason…
more
We're indexing this podcast's transcripts for the first time — this can take a minute or two. We'll show results as soon as they're ready.
No matches for "" in this podcast's transcripts.
No topics indexed yet for this podcast.
Loading reviews...
ABOUT THIS SHOW
Conversational short-form marketing strategies, frameworks, and tactical advice to help early-stage B2B software (SaaS) companies on their journeys from MVP to PMF and beyond. Hosted by Brian Graf, CEO at Kalungi, and Stijn Hendrikse, Co-Founder at Kalungi, serial CMO for B2B SaaS companies and ex-Microsoft Global Marketing Leader.
HOSTED BY
Kalungi
CATEGORIES
Loading similar podcasts...
Frequently Asked Questions
How many episodes does B2B SaaS Marketing Snacks have?
B2B SaaS Marketing Snacks currently has 99 episodes available on PodParley. New episodes are automatically indexed when they're published to the podcast feed.
What is B2B SaaS Marketing Snacks about?
Conversational short-form marketing strategies, frameworks, and tactical advice to help early-stage B2B software (SaaS) companies on their journeys from MVP to PMF and beyond. Hosted by Brian Graf, CEO at Kalungi, and Stijn Hendrikse, Co-Founder at Kalungi, serial CMO for B2B SaaS companies and...
How often does B2B SaaS Marketing Snacks release new episodes?
B2B SaaS Marketing Snacks has 99 episodes. Check the episode list to see recent publication dates and frequency.
Where can I listen to B2B SaaS Marketing Snacks?
You can listen to B2B SaaS Marketing Snacks on PodParley by clicking any episode. We provide an embedded audio player for direct listening, and you can also subscribe via your preferred podcast app using the RSS feed.
Who hosts B2B SaaS Marketing Snacks?
B2B SaaS Marketing Snacks is created and hosted by Kalungi.
URL copied to clipboard!