Podcasts about atera

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as AI becomes a core part of every marketer's toolkit.What you'll learn:Why activity-based job descriptions are outdated, and why outcomes and ownership matter more than everThe new skills that set marketers apart—like prompt engineering, mastering AI tools, and delivering a high signal-to-noise ratio in your workHow the definition of “quality” has changed, and why B+ work is no longer enough when everyone has access to the same AI-powered shortcutsThe idea that every hire is now a “team of one” backed by powerful AI, and what that means for productivity and accountabilityHow to update your job descriptions and interviews to focus on creativity, critical thinking, and the ability to drive real business results—not just outputWhy testing, feedback, and iteration are now table stakes, and why marketers need to use their extra time for deeper work, not just more workYou'll hear practical examples for content marketing roles, tips for raising the bar on quality, and a candid look at how reputation and professional equity are evolving in the age of AI. The conversation is honest, sometimes a bit unfinished, and full of real-world perspective from two leaders who've seen the shift up close. 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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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 State of B2B SaaS SEO in the Age of AI [2025]Unlocking the power of AI: Transform your content creation processHow Google's New AI Mode Is Reshaping B2B SaaS Marketing T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT 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 KalungiAs 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 KalungiAs 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.

Two powerhouse experts, Ryan Morris and Jay McBain, join host Dave Sobel to discuss the emerging landscape of agentic AI, exploring the balance between hype and reality. They delve into the implications of AI technologies, particularly in the context of IT service providers and managed services. The conversation highlights the recent launch of Atera's autopilot feature, which claims to autonomously handle a significant portion of level one support tickets, raising questions about market readiness and the potential impact on traditional roles within the industry.Morris and McBain emphasize the need for managed service providers to adapt to this rapidly evolving environment. They identify two distinct mindsets among providers: those who feel threatened by AI and those who are eager to embrace its potential. The discussion underscores the importance of understanding business processes and implementing data governance policies to ensure responsible AI deployment. As AI tools become more integrated into workflows, the experts stress the necessity for providers to focus on higher-level tasks and strategic growth rather than getting bogged down in routine operations.The conversation also touches on the role of industry associations in supporting IT service providers during this transition. Sobel prompts the experts to consider what these organizations should prioritize, such as community building, training, and lobbying efforts. Morris and McBain argue that associations must evolve to remain relevant, focusing on delivering tangible value to their members rather than merely fostering a sense of community. They highlight the need for associations to measure their effectiveness based on the success and growth of their members.Finally, the experts discuss the potential for new business models to emerge in the agentic AI landscape. They suggest that the shift towards consumption-based pricing models will require providers to rethink their strategies and focus on driving customer adoption and utilization of AI technologies. As the industry navigates this transformative period, the insights shared by Morris and McBain provide a roadmap for IT service providers to thrive in an increasingly automated world. All our Sponsors: https://businessof.tech/sponsors/ Do you want the show on your podcast app or the written versions of the stories? Subscribe to the Business of Tech: https://www.businessof.tech/subscribe/Looking for a link from the stories? The entire script of the show, with links to articles, are posted in each story on https://www.businessof.tech/ Support the show on Patreon: https://patreon.com/mspradio/ Want to be a guest on Business of Tech: Daily 10-Minute IT Services Insights? Send Dave Sobel a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/businessoftech Want our stuff? Cool Merch? Wear “Why Do We Care?” - Visit https://mspradio.myspreadshop.com Follow us on:LinkedIn: https://www.linkedin.com/company/28908079/YouTube: https://youtube.com/mspradio/Facebook: https://www.facebook.com/mspradionews/Instagram: https://www.instagram.com/mspradio/TikTok: https://www.tiktok.com/@businessoftechBluesky: https://bsky.app/profile/businessof.tech

Anthropic has launched its latest AI models, Claude Opus 4 and Claude Sonnet 4, which are designed to enhance coding capabilities and problem-solving skills. Claude Opus 4 is touted as the most powerful model to date, capable of autonomously handling long tasks for several hours and outperforming competitors like Google's Gemini and OpenAI's models in coding tasks. The new models also feature improved accuracy, with a 65% reduction in the likelihood of taking shortcuts compared to their predecessor, and include thinking summaries to clarify reasoning processes.OpenAI has made headlines with its acquisition of IO, a hardware company founded by former Apple design chief Johnny Ive, in a deal valued at $6.5 billion. This acquisition aims to bolster OpenAI's hardware capabilities by bringing in approximately 55 engineers and developers. The first products from this collaboration are expected to launch in 2026, representing a new type of technology rather than a replacement for existing devices. Additionally, OpenAI has introduced significant updates to its Responses API, enhancing its functionality for developers and businesses.Atera has unveiled its IT Autopilot, which claims to automate up to 40% of IT workloads, particularly in resolving Tier 1 IT tickets without human oversight. This innovation aims to alleviate technician burnout and improve work-life balance, with average resolution times of just 15 minutes. Meanwhile, Kaseya has partnered with Pulseway to enhance their offerings for IT professionals, integrating their solutions to provide advanced tools for managing IT environments.The Federal Communications Commission (FCC) has approved Verizon's $20 billion merger with Frontier Communications, a significant move in the telecommunications industry. This merger comes with a controversial requirement for Verizon to discontinue all diversity, equity, and inclusion initiatives, reflecting a shift in regulatory practices. The episode concludes with discussions on the implications of AI in personalization and privacy, emphasizing the need for responsible data management and the potential risks associated with AI-driven decision-making. Four things to know today 00:00 One Giant Week in AI: Claude Gets Smarter, OpenAI Goes Hardware, and Signal Says “Not So Fast” to Recall06:32 Automation and Ecosystems: Atera Targets Tier 1 Ticket Fatigue, Kaseya Expands via Pulseway Integration08:51 Consolidation With Consequences: Proofpoint Grows Quietly, Verizon Merger Tied to DEI Rollback11:22 From Gemini to Aurora, Generative AI Enters a New Era of Context, Capability, and Controversy  This is the Business of Tech.     Supported by: https://www.huntress.com/mspradio/https://cometbackup.com/?utm_source=mspradio&utm_medium=podcast&utm_campaign=sponsorship All our Sponsors: https://businessof.tech/sponsors/ Do you want the show on your podcast app or the written versions of the stories? Subscribe to the Business of Tech: https://www.businessof.tech/subscribe/Looking for a link from the stories? The entire script of the show, with links to articles, are posted in each story on https://www.businessof.tech/ Support the show on Patreon: https://patreon.com/mspradio/ Want to be a guest on Business of Tech: Daily 10-Minute IT Services Insights? Send Dave Sobel a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/businessoftech Want our stuff? Cool Merch? Wear “Why Do We Care?” - Visit https://mspradio.myspreadshop.com Follow us on:LinkedIn: https://www.linkedin.com/company/28908079/YouTube: https://youtube.com/mspradio/Facebook: https://www.facebook.com/mspradionews/Instagram: https://www.instagram.com/mspradio/TikTok: https://www.tiktok.com/@businessoftechBluesky: https://bsky.app/profile/businessof.tech

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 today. They show you how to leverage both short and long-form videos to engage more buyers and drive conversions.What You'll Learn:Why video content has become non-negotiable for B2B SaaS marketing success.How to mix short, snackable clips with longer videos for maximum impact at every stage of the funnel.The kind of ROI you can expect from video (like cutting cost-per-lead).Cool new tools & hacks that make pumping out video content a breeze.Now is the perfect time to jump in, with new AI tools making video creation easier (and cheaper) than ever. Video grabs attention and builds trust like nothing else—especially now that buyers are practically glued to short-form videos on Facebook, LinkedIn, and beyond. Don't miss out! If leveling up your marketing with video sounds good, you can't afford to skip this episode—it might just give you that unfair advantage.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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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:Create amazing video testimonials for your SaaS company on a budget5 tips to make your SaaS company video popBest video ever on building momentum T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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. 

On Day 3, we took a one-day break from walking the Nakasendō Trail, but we unexpectedly caught a breathtaking view. Even without the trail, we discovered something truly special and worth sharing. Check it out! This episode's vocab list: 中山道トレイルを中休みしました。We had a one-day break from walking the Nakasendo Trail.2日目の夜から2泊しました。We stayed 2 nights from the 2nd night of the trip最寄り駅 the nearest station移動するto move (from one place to another); travel; head to とはいえ though we had a break; that said; even so阿寺渓谷 Atera Valley; Atera Gorgeエメラルドグリーン emerald green素晴らしかったです。It was stunning; amazing; marvellous;breathtaking川沿いalong the river 途中から from halfway 雪がたくさん積もっていました。A lot of snow had accumulated/piled upひんやりしたchilly冷たい空気 cold air 夏なら if it's summer次回 the next time中山道トレイルの最終回 the final episode about our Nakasendo Trail journey

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 Graf and guest CMO Antoine Vial break down the major pricing models emerging in the AI-driven SaaS space – from traditional seat-based subscriptions to usage-based and outcome/value-based pricing.You'll learn how to align your pricing with your ideal customer profile and overall go-to-market strategy, ensuring your pricing not only generates revenue but also reinforces the value of your AI-powered solution.Here are the episode's critical subjects:Why pricing is a critical differentiator in the AI SaaS market: How the explosion of AI startups has made pricing strategy a key way to signal value and stand out in a crowded field.Pros and cons of key pricing models: An in-depth look at seat/subscription pricing vs. usage-based pricing vs. value-based (outcome-based) pricing – including their benefits (e.g. predictability vs. flexibility) and potential downsides (like cost unpredictability or complexity).Hybrid pricing strategies in action: How combining models (for example, a base subscription plus usage-based add-ons or credits) can balance stable revenue with customer flexibility, and why this hybrid approach is popular for many AI-powered tools.When to use each model based on growth stage: Guidance on matching your pricing strategy to your company's maturity – from keeping it simple at the MVP stage to reduce friction, to moving toward value-based pricing once you have product-market fit and proven outcomes.Aligning pricing with your ideal customer profile: The importance of understanding your target audience's expectations and industry norms (e.g. are they used to pay-per-use or prefer flat rates?) and tailoring your pricing model to meet those expectations and maximize adoption.​​Using pricing to build credibility and trust: How a well-designed pricing scheme can serve as a credibility signal – for instance, value-based pricing demonstrates confidence in your product's ROI – and why transparency (like free tiers or clear pricing pages) can lower barriers for new users.Common pitfalls to avoid in pricing an AI product: Insights on mistakes SaaS companies make, such as overcomplicating pricing too early or misaligning price with value, and how to iterate and test your pricing safely as you learn from customer behavior.Get ready to explore which pricing strategies work best at different stages of a company's growth and product maturity -- information that's applicable to early-stage startups and scale-ups alike. Certain approaches (like hybrid usage models or value-based pricing) can build credibility and trust with customers, while others can create churn risk if misaligned with customer expectations.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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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 84 - Positioning for AI SaaS companiesBSMS 67 - The impact of AI on marketingUnlocking the power of AI: Transform your content creation processThe State of B2B SaaS SEO in the Age of AI [2025]T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 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 need to craft messaging around the real outcomes and value you deliver. They use real examples (like how one startup niched down with “personalization at scale” for a specific audience before broadening out) to illustrate effective go-to-market tactics. You'll hear about emerging trends: from new pricing models in an AI-first era to booming verticals like customer support, sales automation, analytics, cybersecurity, and more.This episode covers:Differentiating in a Saturated AI Market: Why the explosion of AI startups makes clear positioning more important than ever, and how to avoid getting lost in a sea of “AI-powered” claims.Outcome-Focused Positioning: How to move beyond bragging about algorithms and instead highlight the concrete business outcomes and “jobs-to-be-done” your product delivers for customers.The Power of Niche & Early Adopters: A playbook for niching down – targeting a specific vertical or problem first – to gain traction and product-market fit (and how companies like Clay used this strategy to build momentum).Evolving Your Go-to-Market Strategy: Tips on identifying your ideal early adopters, refining your messaging for that subsegment, then expanding thoughtfully once you've established a foothold.Emerging Pricing Models for AI SaaS: An overview of pricing trends – from traditional subscriptions and tiered plans to usage-based “credit” models and value-based pricing – and how these choices support (or hinder) your positioning.Industry Trends & Examples: Insights into key AI-driven verticals (from AI voice agents in customer service to AI coding assistants) and what's helping the winners in those niches break through the noise.Cutting Through Hype to Drive Adoption: Why simply having AI isn't a strategy, and practical advice for founders on communicating your unique value so customers understand why your solution matters to them.For B2B SaaS founders and marketing leaders driving companies above $2M ARR, this conversation is a masterclass in standing out and scaling up in the AI era. As your company grows, the stakes of positioning only get higher – especially when you're competing in a hot space with well-funded entrants and legacy players all touting AI. Episode 84 arms you with expert perspectives on sharpening your value proposition and go-to-market focus. You can refine your messaging, target the right niche audiences, and align your pricing with value – all of which are crucial to accelerating growth beyond the $2M mark. Make sure your AI-powered product isn't just another face in the crowd, but a clearly differentiated solution poised for long-term success.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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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 marketingUnlocking the power of AI: Transform your content creation processThe State of B2B SaaS SEO in the Age of AI [2025]T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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. 

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 on customer value is more important than ever, and how to avoid knee-jerk reactions that can hurt long-term growth. Here's what you'll learn:Why value beats panic pricing: How to double down on real customer value and practice value-based pricing instead of slashing prices or entering a race to the bottom, ensuring your offering remains essential even as budgets tighten.Adapting your ICP and personas: How to re-evaluate your Ideal Customer Profile in a downturn – identifying which segments of your market still have budget or greater need for your solution – and adjusting your buyer personas (e.g. addressing newly empowered CFOs) to align with shifting priorities.Retention and expansion first: Why it's crucial to prioritize customer retention and expansion over pure new customer acquisition during a recession. Learn ways to strengthen customer success, keep your existing clients happy, and grow revenue from your install base so you protect your ARR.Smart budget optimization: Guidance on trimming the fat in your marketing spend without killing your growth engine. Discover how to audit your channels and CAC, cut the underperforming tactics, and double down on the efficient strategies so your go-to-market stays lean and effective.Flexible pricing & “survivor” offers: Creative strategies to help customers stay on board. This includes shifting to usage-based or monthly pricing options, offering more flexible payment terms, or even introducing a limited-time “survivor package” – a pared-down, high-ROI product tier designed to prevent churn and attract budget-conscious buyers from less flexible competitors.Pivoting your content strategy: How to tweak your marketing messaging and content in tough times. Our hosts share why thought leadership alone isn't enough in a downturn – and how creating practical “survival” guides, checklists, and playbooks for your audience can build trust and relevance. (Spoiler alert... help your champions justify your product internally by focusing on immediate execution and ROI, not just big ideas.)Rather than resorting to fear-driven cuts, you'll learn how to strategically adjust your approach – protecting the customer base you've worked hard to build and seizing opportunities that competitors might miss. Brian and Stijn's advice will help you keep your growth engine running strong (even on a leaner budget), align your product and messaging with what customers need right now, and ultimately come out of the downturn with a healthier, more focused business. 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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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 update your B2B Marketing Strategy in a recession8 B2B marketing tips to offer a modern and adaptive marketing strategy4 Red Flags in SaaS MarketingHiring great marketers in todays outsourced labor marketT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 B2B SaaS marketer and founder knows too well. Here's what you'll learn:The Development Matrix Framework: How to categorize your tasks into four quadrants based on how effective you are at them and how much they energize you, so you can clearly see what to keep doing and what to delegate.Prioritizing High-Impact Work: Why focusing on the tasks that generate the best outcomes (and letting go of the rest) drives better results and prevents you from getting bogged down in busywork.Delegation Done Right: Practical tips for deciding who should take on a task – whether it's a team member who'll find it exciting or an AI tool that can handle it – and how to delegate without simply “dumping” work on others.Avoiding Burnout: Insights on recognizing when a task you used to love has become a grind, and how handing it off at the right time keeps you fresh and your team motivated (no more burning the candle at both ends).Empowering Your Team: How using this framework not only frees up your time for strategic thinking, but also creates growth opportunities for your team through coaching and new responsibilities (a win-win for company culture).The “Who Not How” Mindset: Always asking “Who is best equipped to do this?” for each new project – including leveraging AI for support – so you're continually optimizing your workload for maximum impact.Time always feels scarce in SaaS marketing! The Development Matrix is a great tool to prioritize work, focus on high-impact tasks, and still make room for personal growth. This approach helps avoid burnout while keeping you focused on the work you enjoy and excel at, rather than drowning in tasks that drain you. You'll spend more time on what truly moves the needle (and what you love doing) and less on the minutiae that can be handled by others. It's a valuable playbook for scaling your leadership, preventing burnout, and building a stronger team as your SaaS business continues to grow.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 KalungiBrian Graf: CEO of KalungiB2B SaaS companies move through predictable stages of marketing focus, cost and size (as described in the popular T2D3 book). 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 56 - A marketing team you can affordBSMS 38 - How to employ situational awareness as a go-to-market leaderBSMS 77 - Leveling up your go to marketT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 companies drive over 50% of their revenue from current customers (while the average is only ~28%). They have practical advice for you on using customer success, product usage data, and account-based marketing to capture a ton of untapped revenue.Here's what you'll learn:The biggest expansion mistakes to avoid: Why chasing new logos while ignoring current customers is a recipe for missed revenue (and even churn), and how great SaaS companies flip this script.“Land and Expand” done right: How starting with a small beachhead (a single team or use-case) can lead to multi-department wins and multi-location rollouts – without the long enterprise sales cycle.Aligning your team for growth: Tips on getting Sales, Marketing, and Customer Success on the same page to drive upsells. (Hint: your CSMs can become a second sales force when it comes to expansion, especially when they partner closely with sales reps.)Finding upsell gold in your data: How to spot upsell and cross-sell opportunities by analyzing product usage patterns and listening to customer feedback. You'll discover ways to use surveys, support tickets, and in-app metrics to identify who's ready for an upgrade (and who might need extra love).Account-based marketing for existing customers: Tactics for running one-to-one ABM campaigns targeting your current accounts – from personalized email outreach to tailored content that addresses each customer's next potential “job to be done.”Key metrics and growth levers for expansion: Which expansion metrics matter most (think Net Revenue Retention and percent of revenue from expansions) and how to move the needle. Plus, why regularly revisiting your pricing and packaging can significantly boost customer lifetime value.Scaling isn't just about landing new deals – it's about maximizing value from your existing base to drive efficiency and profitability. You'll come away with practical ideas to improve retention, increase each account's revenue contribution, and get your team aligned on expansion as a growth strategy.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 KalungiBrian Graf: CEO of KalungiB2B 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 80 - Account expansion (part 1)FREE B2B SaaS Go-to-Market Checklist for Market ExpansionBSMS 63 - Expand your market with Ansoff's MatrixBSMS 23 - Product led growth vs. sales led growthT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 from the customers you already have. Net-new customer growth alone isn't enough — you need to grow within your existing accounts.In Episode 80 of B2B SaaS Marketing Snacks, Brian Graf and special guest CMO Cecilia Pérez-Muskus break down:Why doubling down on account expansion is often the fastest path to sustainable revenue growthHow to align sales, marketing, and customer success for seamless upsells and cross-sellsCommon mistakes B2B SaaS companies make when trying to expand accounts (and how to avoid or fix them)The role of smart pricing and packaging in boosting account expansion successHow to measure and improve expansion revenue in a practical wayIf you're seeing revenue plateau and want to drive growth without constantly chasing new customers, this is the episode for you.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 KalungiBrian Graf: CEO of KalungiB2B 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 Go-to-Market Checklist for Successful Market Expansion [Free Download]BSMS 31 - T2D3: How some software startups scale, where many failBSMS 43 - What to do when your numbers stallT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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'tWhy early-stage SaaS companies often struggle with agenciesHow to tell if your company is ready for external marketing helpThe two types of agency partnerships (results vs. expertise) and how to pick the right oneIf you're thinking about hiring a marketing agency, this episode will help you make a strategic, informed decision. You'll have a clear framework for deciding if, when, and how to work with an agency—so you can scale smarter, without wasting time or money.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 KalungiBrian Graf: CEO of KalungiB2B 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:Measuring the ROI of Your SaaS Marketing AgencyMarketing-as-a-Service Agency: What It Is and Why It WorksTips for Choosing the Right Outsourced SaaS Marketing AgencyScaling SaaS: When to Hire a Specialized Marketing AgencyThe Secret to Series A SaaS Success: The Right Marketing AgencyT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 Antoine Vial to break down:The five key metrics that indicate whether your marketing team is strugglingHow to diagnose marketing underperformance strategically and tacticallyWhy team structure, data accuracy, and attribution models can make or break your effortsThe most common friction points between marketing, sales, and customer success—and how to align themBy the end of this episode, you'll have a clear roadmap to assess and optimize your marketing team's performance.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 KalungiBrian Graf: CEO of KalungiB2B 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:Measuring the ROI of Your SaaS Marketing Agency10 B2B SaaS Metrics & KPIs Every Founder Needs to Track to Optimize Performance7 Must-Know B2B SaaS Marketing Metric Benchmarks For SuccessT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 Exponential Growth. They explore why coaching—both for your team and with AI—is the key to unlocking greater GTM efficiency, smarter decision-making, and lasting success.

A recent study published in the Journal of Marketing reveals a fascinating trend: individuals with lower knowledge of artificial intelligence (AI) are more likely to embrace it in their daily lives. This phenomenon, termed the "lower literacy higher receptivity link," suggests that people from nations with lower average AI literacy are generally more open to adopting AI technologies. The study, which analyzed data from 27 countries, indicates that even among U.S. undergraduate students, those with limited understanding of AI are more inclined to use it for academic tasks. Interestingly, while these individuals may perceive AI as less capable or ethical, their sense of wonder about the technology drives their willingness to engage with it.The podcast also highlights a flurry of recent AI model releases, including OpenAI's O3 Mini, which offers faster responses at a lower cost while maintaining performance in mathematics and science. Google has introduced its Gemini 2.0 Pro Experimental model, boasting improved factual accuracy and performance for coding tasks, although it remains in early preview. Microsoft has made its ThinkDeeper reasoning model available for free to Copilot users, aiming to enhance output accuracy. Meanwhile, Mistral AI has launched its Small3 model, which is optimized for quick responses and has shown impressive accuracy in benchmark tests. These developments indicate a rapid evolution in AI capabilities, with implications for managed service providers.The discussion extends to the concept of agentic AI, with a report from UiPath revealing that 90% of U.S. IT executives believe their business processes could benefit from this technology. Atera's Autopilot feature, which autonomously handles end-user service requests, is already operational and has the potential to significantly reduce support wait times. However, concerns about IT security remain prevalent, with over half of the surveyed executives citing it as a primary worry. The podcast emphasizes the importance of distinguishing between basic workflow automation and true agentic AI, as the latter could represent a major shift in IT support models.In addition to AI advancements, the podcast covers notable product announcements from major companies. Adobe has enhanced its Acrobat AI Assistant to help users better understand contracts, while Microsoft has improved its AI-powered Windows Search for Copilot Plus PCs. Intel, on the other hand, has decided not to bring its Falcon Shores AI chip to market, opting instead for a system-level solution called Jaguar Shores. These developments reflect the ongoing challenges and opportunities in the tech landscape, underscoring the need for businesses to adapt and innovate in response to rapidly changing technologies. Four things to know today 00:00 The Irony: The Less You Know About AI, the More You Love It03:18 AI Models Are Coming Fast—But Should We Even Be Keeping Score Anymore?06:39 AI That Works While You Sleep? Atera and N-able Take IT Automation to the Next Level09:36 Intel Rethinks AI Chips, Adobe Rethinks Contracts, and Microsoft Rethinks Search  Supported by:  https://www.huntress.com/mspradio/  All our Sponsors: https://businessof.tech/sponsors/ Do you want the show on your podcast app or the written versions of the stories? Subscribe to the Business of Tech: https://www.businessof.tech/subscribe/Looking for a link from the stories? The entire script of the show, with links to articles, are posted in each story on https://www.businessof.tech/ Support the show on Patreon: https://patreon.com/mspradio/ Want to be a guest on Business of Tech: Daily 10-Minute IT Services Insights? Send Dave Sobel a message on PodMatch, here: https://www.podmatch.com/hostdetailpreview/businessoftech Want our stuff? Cool Merch? Wear “Why Do We Care?” - Visit https://mspradio.myspreadshop.com Follow us on:LinkedIn: https://www.linkedin.com/company/28908079/YouTube: https://youtube.com/mspradio/Facebook: https://www.facebook.com/mspradionews/Instagram: https://www.instagram.com/mspradio/TikTok: https://www.tiktok.com/@businessoftechBluesky: https://bsky.app/profile/businessof.tech

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 Stijn Hendrikse and special guest Mike Northfield show you, step by step, how to:Set up a feature matrix with insider examples from Microsoft and othersSegment your features into different pricing tiersDeliver your product in a differentiated wayExpand ARPUShow maximum value to your customersB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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:Product marketing: How to position your product for success11-point checklist to build a SaaS product pricing strategyBest practices for your B2B SaaS pricing strategyBSMS 24 - Pricing and packaging your SaaS offering (Part 1)T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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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 marketingHow to build genuine relationship loyalty that can be “withdrawn” laterWhat 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 youWhy knowing your ICP audience and what they want is criticalB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 PeopleBSMS 42 - What research says about common SaaS startup misstepsBSMS 26 - How to define and create your Ideal Customer Profile (ICP)T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 understandingThe big difference between early adopters and true customers that will pay and help you growThe most important questions you need to answer in the market to gain traction: who's it for and what's it forHow to confirm when you've stepped from MVP to PMFHow to conduct Jobs to be Done (JTBD) research to get the best answersB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 strategy10 milestones to reach product-market fit (PMF) for B2B SaaSBSMS 31 - T2D3: How some software startups scale, where many failBSMS 26 - How to define and create your Ideal Customer Profile (ICP)BSMS 5: When's the time to invest in marketing? Hint: at PMFT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 teamsWhy hyper personalization and strategic content are no longer luxuries but are critical to your ability to drive growthThe rise of lean AI driven marketing teams and their game changing potential for startupsHow 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 KalungiBrian Graf: CEO of KalungiB2B 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 marketingUnlocking the power of AI: Transform your content creation processB2B SaaS ABM strategy: 5 steps to personalizationEmail personalization best practicesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 moreHow to align your team with the right systems and culture to keep your CRM data cleanHow to generate more actionable dataB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 companies5 actionables to keep your HubSpot CRM clean24 CRM Solutions ranked by price and popularityT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 prioritiesHow to compare the potential opportunity for partnerships vs other traditional marketing channels like paid media, content, ABM and SEOHow to incent and empower partners to recommend your software along with their ownWhy partnership plays can be better for sales-led companies than product-led onesExamples of successful partnership programs involving Amazon Web ServicesIndicators 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 succeedHow to measure success of your B2B SaaS partnership programB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 ProgramsBSMS 39 - When you should(n't) start channel partnerships5 Third-Party B2B Partnerships to Consider for Your SaaS BusinessPartnerships & channel marketing –do I need a B2B SaaS partner strategy?3 reasons to use channel partners for SaaS GTMT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 understandingStrategies for nurturing subscribers, MQLs and SQLs as they move gradually through the funnelExamples of paid media and content strategies that workHow founders can correctly monitor and establish data goals that show progress in both demand creation and captureHow to build a pipeline that is filled with both prospects that are ready for immediate conversion and future growthB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 SaaSDemand generation is dead5 Key Steps To Improve Demand GenerationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 changeWhere the true value of marketing liesThe symbiotic relationship between product and marketing to create truly legendary productsWhat “brand strategy” truly means in software today How to “future-proof” your marketing career to stay relevantB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 GallowayUnlocking the power of AI: Transform your content creation processSaaS SEO best practices: dos and don'tsT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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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 launchExamples of both successful and unsuccessful product launchesDriving factors that determine organizational launch effectivenessBreaking down the stages of launch, especially where to startHow pricing factors into great launchesPitfalls to avoid in product launchesB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 productProduct marketing: How to position your product for successHow To Price SaaS Products And ServicesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 successfullyEmpowering junior marketers to level up their game skillsTurning average, generic outputs from AI into great copyTraining AI over time to work faster for youLeaning into customer pain points and knowledge to get the best from AIFactchecking and keeping quality highB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 processHow to build a content factoryT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 sheetHowever, 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 KalungiBrian Graf: CEO of KalungiB2B 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'tsT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 Snacks Podcast, we discuss how to unlock new levels of performance by fixing these common issues:How big should your GTM strategy be?Balancing strategic vs technical executionWhen to diversify your demand gen channelsSupporting your strategy with the right-sized marketing teamEnsuring AI doesn't leave you with a “vanilla” strategy and positioningBalancing quick wins with proper foundational workUnderstanding the customer journey from start to finishGet ready to tackle these common issues and get more traction today in gathering new customers through a better funnel.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 KalungiBrian Graf: CEO of KalungiB2B 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! Staying flexible and nimble is a key marketing asset in a hard-charging B2B world.Resources shared in this episode:Pain, claim, gain: three key components of marketing communicationThe Six P's Of Marketing MessagingGoing from A-players to a team that fits your budgetT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 series. We discuss the right side of the famous Matrix: product development and diversification (“the pivot”) for B2B SaaS. We show you how to find the most efficient and authentic path to true new product-led growth for existing and new audiences. We dive into..Tried and true T2D3 strategies for marketing a new product to your existing audienceHow to manage new product development with what your users actually wantThe difficulties of pivoting to a new product and new audience – and useful examples of those who get it right. 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 KalungiBrian Graf: CEO of KalungiB2B 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 strike an efficient balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is an asset in a hard-charging B2B world.Resources shared in this episode:How to use Ansoff's Matrix to Guide your SaaS Go-to-Market Strategy4-Step Company Branding Exercise [template included]T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 Marketing Snacks Podcast, we talk through the indicators you should look for when considering a marketing expansion strategy and what new initiatives you can take to effectively sell into a new group of customers without changing your product or service. The Ansoff Matrix, named after mathematician Igor Ansoff, is almost 50 years old. However, as a SaaS founder, you will find its wisdom will ring exactly true for your software company today.Maybe you just got funded and have more capital to spend, but expectations for growth pace are now much higher too. Other signs that your current market isn't providing what you need could be:Low retention from your marketA low or slow sales cycleLow average contract valueHigh customer acquisition costsMissing revenue targetsOf the four possible ways to grow a company (according to Ansoff's Matrix), market expansion is more challenging than selling into a well-known customer type (“market penetration”). You won't find it as easy to leverage your company's established strengths, brand awareness and market knowledge as key advantages.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 KalungiBrian Graf: CEO of KalungiB2B 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 Ansoff's Matrix to Guide your SaaS Go-to-Market Strategy10 milestones to reach product-market fit (PMF) for B2B SaaSThe Best Product-Market-Fit Checklist for your B2B Marketing Strategy?T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 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 your share of an existing SaaS market using your existing software products and/or services. You will need to attract new customers in the space, defend the customers you already have against rising competition, and perhaps even acquire a competitor to get the edge.The Ansoff Matrix, named after mathematician Igor Ansoff, is actually almost 50 years old. However, as a SaaS founder, you will find its wisdom will ring exactly true for your software company today.Options discussed include:Adjusting pricing to boost sales volumeBuilding new marketing engine to attract new customersAcquiring competitors to increase market shareBoosting product quality to discourage churnHow to choose the right priorities firstOf the four possible ways to grow a company (according to Ansoff's Matrix), market penetration is probably the least challenging of the four. Leveraging your company's established strengths, brand awareness and market knowledge is a key advantage.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 KalungiBrian Graf: CEO of KalungiB2B 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 Ansoff's Matrix to Guide your SaaS Go-to-Market Strategy4-Step Company Branding Exercise [template included]T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 Marketing Snacks podcast, we talk through all the factors to look for in a company that show it is primed for exponential marketing growth.This is relevant for: • Investors doing due diligence on software company targets• Leadership, employees or job applicants looking at their own companyLearn how to spot the hidden potential a company has from a marketing perspective. With this framework, you will know if you should invest your priceless time, effort and capital into a company. Or, if you should search somewhere else.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 KalungiBrian Graf: CEO of KalungiB2B 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:Keep Your Friends Close, Your Investors CloserHow to Create a B2B SaaS Pitch Deck that Wins Over InvestorsEat your own dog food: strength-testing your SaaS productFinders fees for raising capital: How much should you pay your funding raisers?T2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 growth results your investors demand, quickly enough? In this episode of B2B Marketing Snacks, our experts cover all the factors to consider before you go about hiring a B2B SaaS CMO, including:• Best qualities to look for in CMO candidates• Levels of candidate experience that work best for early-stage SaaS• Budgeting for the right marketing team• Hiring in-house vs agency vs fractional• How to assure correct culture fit• How to set expectations with a new leader• The impact of equity in hiring• How to maximize a new CMO's impact on your growthWith this expert perspective, you'll find the right marketing leaders for the right seats that can really move your company forward fast.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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:Hiring great marketers in today's outsourced labor market10 CMO Interview Questions: Hiring A Chief Marketing Officer (CMO)BSMS 13: What to look for in your CMO (or marketing leader)How to Hire a Top Growth Hacker: Job Description + Screening TipsTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 subpar results. In this episode of B2B Marketing Snacks, we detail the right foundation for a B2B software company – for both the quick wins and the long term scaling goals. Growth is much more likely to be smooth, consistent, and ROI positive, when you start off right.It is essential to do some good up front research, audit what's working, what's not, and why, and make some early, tough decisions about prioritization and focus. Then, you can align the right resources and go to market with confidence!  Listen in as we help you with effective strategies for: Building a great go to market planConvincing the rest of your leadership team to buy inScaling your company to the next levelB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:B2B SaaS Go-to-Market Strategy Essential Resources | Kalungi, Inc.Checklist for New Market Entry Go-to-Market Strategy[eBook] How to create a go-to-market strategy for B2B SaaS companiesTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 for others), too many potential CMOs spend too little time on their go to market strategy. They hope social media posts and thought leadership alone will attract clients over time. To get ahead, any potential CMO should treat themselves as seriously as any company would. This means developing a complete plan to identify the right niches and market efficiently to them. As an experienced or aspiring CMO or fractional CMO (fCMO), this podcast will teach you:• How and why to pick the right niches to focus on• How to build a story and packaging around your experience and interests• How to create ICP and persona maps for your target companies• How to identify key advantages and unique value propositions you can own• How best to showcase and package your skills for potential clients• How to prepare for interviews and how much research to bring with youFrom strategy to execution to interviews, this podcast will give you all the tools you need to land the chief marketing officer job of your dreams.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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:How to Kick Off Your First Fractional CMO Meeting Why are CMOs fired more than any other executive?Nailing your B2B SaaS ICP (and what most people get wrong)Template - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

Today we're talking to Oshri Moyal, CTO & Co-Founder at Atera. We discuss Atera's role in moving IT into the future, how AI is changing everything that IT teams are able to accomplish, and why tracking your company's growth is critical for shaping its culture. All of this right here, right now, on the Modern CTO Podcast!  To learn more about Atera, check out their website here: https://www.atera.com/ Produced by ProSeries Media: https://proseriesmedia.com/ For booking inquiries, email booking@proseriesmedia.co

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 short term while building for the medium and long term too.Getting hired as marketing leader at a software company – whether fractional or full-time – means you are probably inheriting a strategy already in play… for better or for worse. It can be tempting to make big changes quickly, to capitalize on your momentum when you're new, but it can be dangerous if you don't take precautions and follow the right implementation steps.As a brand new leader in the company, you will learn how to:• Identify which strategy is the right strategy• How to set initial OKRs• Make changes that will be effective both in speed and execution • How to identify underperforming areas and focus on strengths• How to delineate marketing problems from people problems, so the right issues get corrected • The most important marketing metrics to identify firstB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:How to Kick Off Your First Fractional CMO Meeting Why are CMOs fired more than any other executive?How to monitor and measure the success of your SEO strategyTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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 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 A-level players. They have to rely on their ability to bring in less experienced, highly motivated people and teach them well according to proven playbooks. Offering support and training develops the exact valuable go-to-market skills you require. It also increases loyalty from your team members as you teach and invest in them.As a senior marketing manager, your performance is not based just on how good you are doing. It's based on how good your team is doing. The more that you can scale yourself through your team, the more success you'll see!Topics covered in this episode include:What traits to look for in new, less-experienced hiresSituational leadership to maximize employee developmentApplying varied leadership styles to match the experience of employeesLeveling up marketing abilities with templatesIdentifying best fit roles for young team membersWhat it means to truly delegate and elevate tasksHow fractionals can scale themselves effectively within small B2B SaaS organizationsB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:3 traits of an effective marketing leader (Situational Leadership)Ultimate check-list to evaluate a B2B fractional CMO for SaaSBSMS 13: What to look for in your CMO (or marketing leader)18 Questions To Boost The Impact Of Your Leadership Team MeetingsTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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'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 management approach, reporting cycle and more. As a result, founders can suffer what's known as “agency fatigue.” Symptoms include extreme frustration and feelings of being overwhelmed from the time and resource drain that comes from working with uncoordinated tactical agencies. It isn't easy to get the right combination of experienced strategic oversight and crack tactical execution. This is especially true as your company grows quickly from stage to stage.Recommendations discussed in this podcast include: Putting foundational marketing blocks in place early, such as ICP, Personas, Messaging & Positioning and Brand VoiceGetting strategy and execution under one organization for efficiency and clarityChoosing the right 30, 60 and 90-day KPIs to assure the right accountabilityDeveloping a strategy that strikes a balance between long term marketing growth and quick wins/ testsB2B 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 KalungiBrian Graf: CEO of KalungiB2B 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:Stijn Hendrikse - How to hold a SaaS marketing agency accountable for results6 Questions To Manage Your Digital Marketing AgencyThe cost of outsourcing your B2B SaaS marketing to an agencyThe importance of a startup marketing agency —and why you may need oneTemplate - Marketing ROI Forecast & EstimationT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 can't (and shouldn't) have it all.Typical startups have one of three needs when it comes to getting customers:Emergency triage: There is bleeding that must be stopped before we can worry about the futureDietary consultation: We've been taking on a lot of carbs and need to lose weightStrength coach: We want to go faster and stay healthyStabilizing a critical problem, increasing marketing efficiency and driving faster scale are all great goals. We're here to help you decide between the CMOs, fCMOs, agencies, consultants, specialists and even AI tools that service these needs. 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 KalungiBrian Graf: CEO of KalungiAt the end of the day, sales typically begins as the job of the founder or the CEO and scalable, sustainable growth is always the goal. Over time, the volume of pipeline flow and the growth of the business means that a marketing chief is often the next hire, even though that may not always be the best option. 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 work at getting the best balance of marketing leadership, strategy and execution to produce the customer and revenue growth they require. Staying flexible and nimble is a key asset in a hard-charging B2B world.Resources shared in this episode:Vaughan Immerwahr - How to choose the best outsourced SaaS marketing agencyMike Northfield - Key metrics for B2B SaaS marketing and sales leadersVaughan Immerwahr - What makes B2B SaaS marketing unique?Template - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

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 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.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 KalungiBrian Graf: CEO of KalungiBefore you spend a single dollar on building a marketing team, you need to know how much is “just right.” Leaders who are tasked – directly or indirectly – with budgeting and reporting oversight for growing SaaS revenue, like CFOs and COOs (as well as their fractional counterparts) can struggle how to get this marketing function right at first. Where to point the effort? How quick to move? How far to go? There are GTM priorities, bandwidth, competitors, frictions, multiple focuses to consider. Some things yield quick returns and others create deep trends that will need time to unfold.If all expectations are correct, results get delivered as promised and the revenue arrives on schedule. Any needed course corrections get identified and made early. If not, you could be in for a rough journey.Top founders and COOs in B2B SaaS inspect what they expect. This episode will help you know what to expect so you will be inspecting the right things and getting what you expect!Resources shared in this episode:Kalungi - Calculate your marketing budgetStijn Hendrikse - A guide to sales strategy & performance management Stijn Hendrikse - How to coach B2B sales teamsStijn Hendrikse - How to present marketing reports to your board (w/ template)Template - Define your marketing and sales lifecycle stagesT2D3 CMO MasterclassSubmit and vote on our podcast topicsABOUT B2B SAAS MARKETING SNACKSSince 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 KalungiAs 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 KalungiAs 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.

SOHLA EL-WAYLLY is a culinary creator, writer, video producer, and community advocate who has been featured in The New York Times and Bon Appétit and on Food52 and Serious Eats. Her on-camera credits include starring in HBO Max's The Big Brunch and The History Channel's Ancient Recipes with Sohla. She studied at the Culinary Institute of America in Hyde Park before training at various New York City restaurants such as Del Posto, Atera, and Battersby. A TIME100 Next honoree, she lives in the East Village with her husband, two dogs, and cat. Hosted on Acast. See acast.com/privacy for more information.

How can artificial intelligence help sysadmins? While at Ignite in Seattle, Richard talked with Gil Pekelman of Atera about their AI for IT product. Gil talks about developing smart instrumentation for IT and extensively monitoring machines and networks to give you a broad overview of your infrastructure. Then OpenAI expanded its capabilities - allowing users to submit report requests to a large language model that can act as a copilot or an autopilot, able to resolve tickets or prepare them for a sysadmin to act quickly. Links:AteraOpenAIAzure OpenAI ServiceRecorded November 16, 2023

In conversation with Reem Kassis A chef, writer, video producer, and community advocate, Sohla El-Waylly hosts Mystery Menu for The New York Times Cooking YouTube channel and The History Channel's Ancient Recipes with Sohla, and serves as a judge on HBO Max's The Big Brunch. She formerly worked as an assistant food editor at Bon Appétit, where she frequently appeared in the magazine's cooking videos, and she has also been featured on Food52, Serious Eats, and on the popular Babish Culinary Universe YouTube channel. A graduate of the prestigious Culinary Institute of America, El-Waylly trained at various New York City restaurants, including Del Posto, Atera, and Battersby, before opening a restaurant in Brooklyn with her husband. In Start Here, the recipe developer serves up a transformative guide to the fundamentals of good cooking alongside a mix-and-match batch of recipe variations. Reem Kassis is a Palestinian writer and author of the award winning cookbooks The Palestinian Table (2017) and The Arabesque Table (2021) and the children's book We Are Palestinian (2023). Her writing regularly appears in The New York Times, The Atlantic, The Wall Street Journal and The Washington Post. She grew up in Jerusalem, then obtained her undergraduate and MBA degrees from UPenn and Wharton and her MSc in social psychology from the London School of Economics. She now lives in Philadelphia with her husband and three daughters. Because you love Author Events, please make a donation to keep our podcasts free for everyone. THANK YOU! (recorded 12/5/2023)

“How can we rethink what the standards are for immersion? We don't hide things. The kitchen's open. We take people through the downstairs into the cellar. It's basically your home. It's that heritage of place, capturing this time and being able to share that.” We're in great company with Matt Lightner, a world-renowned and awarded chef with a passion for bringing people closer to nature through his innovative farming, immersive dining, and sensorial hospitality experiences.  His latest venture as Chef and Partner of the recently restored and newly opened Tributary Hotel and its adjoining restaurant ōkta, blends all of this together in the perfect presentation of what makes the Pacific Northwest so rich as a region - a place Matt lovingly calls home and invites guests to too.  In this episode, Matt shares how his passion for hospitality goes beyond people and place - to create immersive experiences that evoke all of the senses and celebrate the change in seasons.  Top Takeaways [2:00] From a young age, out of necessity, Matt Lightner found a passion for cooking with his hands and a love for watching people gather together over a meal.  [3:30] Inspired by El Bulli during his time in Spain and the trend in immersive dining in Europe, Matt returned to Portland, set on creating futuristic and progressive experiences around food.  [4:10] It didn't take long for Matt's unique approach to cooking to catch the attention of the hospitality industry as he won Food & Wine's Best New Chef and was nominated for James Beard Rising Star Chef while at Castagna, before moving to New York and quickly collecting two coveted Michelin stars for his restaurant Atera. [5:40] With a longing to return to the Willamette Valley to put the Pacific Northwest, its rich agricultural landscape and wine culture on the world map, Matt is doing exactly that. [16:45] How a restored historical building in the heart of downtown with its craftsmanship attention to detail, is juxtaposed in an intentional manner, to the design of its adjoining restaurant where the attention to detail is on the food itself.  [19:00] Paying “Tribute” to the terroir, the waterways and the weather, Matt explains the meaning behind both Tributary Hotel and its restaurant ōkta.  [25:40] “Bed and breakfast” is an experience unto itself at the Tributary Hotel with woodfired baked goods, farm fresh eggs, larder crafted vinegars and oils, all presented in a way that evokes grazing.  [31:00] The story of a ceramist shows the power of building and growing as a local community of growers, vintners, artists, makers and purveyors. [33:20] The seasons inspire the menu. Hear why this summer's menu is titled “The Kindle.”  Notable Mentions elBulli, Girona, Spain Atera, New York City, New York Portland's Restaurant Scene Castagna Gregory Gourdet at kann Vince Nguyen at berlu Visit For Yourself Tributary Hotel Website @tributaryhotel ōkta Website @oktaoregon Stay In Good Company Website

In this episode of Chasing the Insights, I talk to entrepreneurial expert Stijn Hendrikse. Stijn talks to us about his book and the T2D3 Growth method. Author of T2D3.pro, Stijn Hendrikse is a serial entrepreneur and marketing leader who 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.