B2B SaaS Marketing Snacks

In this episode, we explore the development of the T2D3 Operating System, a comprehensive tool that transforms the principles of the T2D3 book into an AI-powered platform for SaaS growth. Discover how this system bridges strategy and execution, making growth planning more accessible and effective for modern marketers and CEOs.key topicsDevelopment of the T2D3 Operating SystemIntegration of AI in growth planningBridging strategy and execution in SaaSTools for SaaS growth and marketingThe role of signal quality in marketingChapters00:00 Introduction to the T2D3 Operating System00:26 Origin and Core Principles of the Platform01:22 Transforming Playbooks into Software Products02:42 The Role of AI in Modern SaaS Growth03:37 Early Feedback and Iteration of the OS04:48 Capabilities and Features of the Growth OS06:01 Connecting Strategy with Execution07:16 Using the OS for Strategic Decision-Making08:01 The Shift from Paper to Digital Platforms09:20 Building a Foundation with Signal and Data10:13 Decision-Making and Growth Planning12:54 Demo of the T2D3 Growth Platform23:06 Insights and Unexpected Discoveries24:28 Planning and Goal Setting with OKRs25:47 Closing Remarks and Call to Action

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.

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.

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.

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.

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.🔥 What You'll Learn:• Why coaching is a critical skill in working with today’s GTM teams• The surprising parallels between coaching AI and coaching people• How to leverage AI, automation, and remote teams to scale your marketing & sales impact• Actionable frameworks that GTM leaders can use to drive growth• How to level up your leadership, team, and technology for sustained success📖 Get Early Access to the Book!Sign up for the Early Bird program to receive exclusive content, coaching frameworks, and first access to Level Up! https://www.kalungi.com/level-up-early-bird-signupB2B 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:2025 B2B SaaS Marketing Trends for Founders and ExecutivesBSMS 67 - The impact of AI on marketingUnlocking the power of AI: Transform your content creation processT2D3 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 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.