95 - Unlocking Warp Speed Growth through PLG + SLG with Wes Bush

With content getting cheaper and noise getting higher, which parts of the old playbooks still hold up, and which ones break?Marketing-led growth keeps getting pricier, and “more content” is no longer a moat. So you end up staring at the same fork in the road Stijn calls out here, keep leaning on sales, or let the product do more of the heavy lifting. In this episode, Kalungi founder Stijn Hendrikse sits down with Wes Bush (author of Product-Led Growth) to talk about where product-led growth and sales-led growth actually meet, and why most B2B teams land in the middle. You’ll hear what “try before you buy” really means in 2026 (and what happens when you don’t offer it), how to think about getting users to value fast, and where friction still belongs. In this episode, you'll learn:You cannot skip the MVP stage in SaaS.Product-market fit definitions have evolved over time.AI is accelerating the achievement of product-market fit.Understanding your business model is crucial for growth.Different go-to-market strategies suit different business models.Product-led growth relies on the product being the main sales driver.Marketing-led growth focuses on educating potential customers.Sales-led growth requires building trust and credibility.Alignment between go-to-market strategies and business models is essential.AI tools are becoming indispensable in marketing and sales.After watching, you’ll have a clearer way to decide what mix fits your business, and what to change first when the product has to carry more of the growth. 

Are you actually growing your product, or just stacking signups that never turn into usage?A lot of teams get stuck there. More registrations feel good, but it’s not the same as real usage, paid adoption, and a pipeline you can trust. And now with AI in the mix, it’s easy to create more activity without getting more signal.In this episode of B2B SaaS Marketing Snacks, hosts Stijn Hendrikse and Brian Grav bring on their first guest, Alex Laventer.Alex has spent years in growth roles in B2B SaaS, including leading growth at DataStax and now leading go-to-market work on an AI agent product at IBM.The conversation gets practical fast, what “growth” really means, and how teams split (or combine) growth marketing and product growth.You’ll walk away with a clearer way to measure growth, how to set up tracking you can rely on, and where AI can help (and where it tends to distract), including lead scoring and workflow automation.In this episode, you'll learn:Why signups mislead growth conversationsWhere teams lose signal without trackingHow PQLs connect product and marketingPerspective on sales assist with PLGExample: AI-assisted lead scoring workflows By the end, you’ll know what to measure, what to ignore, and what to fix next so “growth” stops being a vague label and starts being a real operating system. Resources shared in this episode:BSMS 88 - Why founders overestimate PLG, and what VCs should check before investingBSMS 23 - Product led growth vs. sales led growthThe Foundation of a Successful SaaS GTM (Go-to-Market) 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.  

Is your go-to-market built around “why” or around “wow, how, now”?Many teams love Simon Sinek’s Golden Circle. Others organize their marketing around buyer stages, hooks, and calls to action. Brian and Stijn think you do not have to pick one or the other, and that the real job is to raise signal and cut noise in how you lead.In this episode of B2B SaaS Marketing Snacks, host Brian Graf sits down with Kalungi founder and Chief Syntropy Officer Stijn Hendrikse to compare "Start With Why" with the "Wow, How, Now" model, and to show how both can live inside the same story, from brand to campaigns to a single email. They also walk through a very simple Google Sheet that Stijn uses with his teams to decide what work is actually worth doing.You will hear how to match your message to the state of mind your audience is in, make clearer decisions as a marketing leader, and run your team in a more syntropic way, not just a busier one.In this episode, you will learn:When to lead with mission and “why” in your storyHow wow, how, now maps to your funnel and contentWhy starting with who and what it is for changes resultsA simple sheet to score ideas on signal, shipping, and flywheel effectHow STOP turns repeated work into assets, not one offsWays to use AI with your team in a syntropic wayBy the end, you will have a clearer way to use both Golden Circle and "Wow, How, Now" together, plus a very practical tool to decide what your team should start, keep, or stop doing next. Resources shared in this episode:SaaS Content Marketing 101: A Comprehensive Introduction for SaaS FoundersBSMS 83 - Marketing during a downturnThe Foundation of a Successful SaaS GTM (Go-to-Market) 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.

Is an MBA still worth it for marketers in 2025, or should you learn by shipping work in public?Schools still broaden your network and expose you to many disciplines. The catch is that the tactical skills age fast, and AI is eating a lot of the output that used to signal competence. On the job, you can publish, get feedback, and adjust in real time.In this episode of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse compare a traditional MBA path with “ship-every-day” alternatives like the altMBA, and what that means now that AI is everywhere. They share where formal study helps, where it falls short, and how to build your own playbook with T2D3.You’ll hear a practical way to decide: school, work, or both. And how to stack real skills that compound for years, not months. The format follows our podcast intro template to keep things crisp and useful.Critical topics in this episodeWhy AI changes what “communication” meansWhere MBAs help, and where they don’tHow to learn by shipping, every dayHow to run real primary researchInvestor and hiring views on MBAs nowA T2D3 path to specialize with focusBy the end, you’ll know when to pick school, when to learn on the job, and how to design a focused, personal “mini-MBA” that actually moves your career forward. Resources shared in this episode:Top 7 quick SaaS marketing certification coursesTop strategic B2B SaaS marketing certification courses for executivesThe New Divide: Syntropy Creators vs. Entropy Processors 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.

Is moving fast the antidote to marketing entropy?AI gives you volume and speed, then drowns you in noise. Great ideas get sanded down by feedback loops, testing for testing’s sake, and a few too many opinions. Momentum fades, quality slips, and the window closes. The fix is not more polish. It is shipping sooner. In Episode 91 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack why speed protects signal, what “ship” means in SaaS today, and how the 72-hour rule forces scope that actually gets done. You’ll hear how to gather real signal first, then publish fast enough to avoid dilution and keep learning tight. You’ll leave with a simple cadence you can run next week: slow down to find signal, cut the work to what fits in 72 hours, ship, invite reactions, repeat. It is not fancy. It works. Critical topics in this episodeSpeed vs dilution, why waiting multiplies noise. The 72-hour rule, cut scope and keep momentum. What “shipping” means now, MVPs and tight learning loops. Find signal first, then push hard on execution. Hiring in the AI era, T-shaped teams and investigative writers. A quick note on Kalungi.ai and applying this at early stage. By the end, you’ll see speed as a safeguard for signal, not a shortcut. And you’ll know how to use it without losing quality.Resources shared in this episode:3 traits of an effective marketing leaderThe 4 SaaS Marketing Leadership Maturity Stages ExplainedLooking for a Startup Marketing Agency? Here’s What Every B2B SaaS Founder Needs to Know 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.Listen to more episodesHead back to the B2B SaaS Marketing Snacks home page for more.

Is AI making your marketing sharper—or just noisier?AI has supercharged how fast we can create. Blogs, campaigns, designs—what once took weeks now takes hours. But speed comes with a catch. When everything is generated faster and in higher volume, clarity often gets lost. Signal turns into noise. The real message gets buried.In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse break down a key idea from Stijn’s new book Syntropy: why AI accelerates entropy in marketing, and how modern teams can counteract it by becoming creators of syntropy—clarity, meaning, and signal that cuts through.You’ll hear what this shift means for marketers at every level, and why the skills that matter most today aren’t technical execution, but judgment, storytelling, and the ability to translate raw data into insight.Critical topics in this episodeEntropy vs Syntropy: Why AI often multiplies noise instead of clarity, and what marketers can do about it.The new marketing roles: From the Syntropic Sculptor (designer) to the Syntropic Scribe (writer), and why their value now lies beyond rule-following.The STOP method: A practical way to standardize, templatize, optimize, and productize marketing work.The future CMO: Why the “Syntropy Navigator” becomes the most important role in an AI-enabled marketing team.Career resilience: How marketers can stay relevant by doubling down on the human skills AI can’t replace.By the end, you’ll have a sharper lens on AI’s role in marketing: a powerful accelerator, but one that needs human judgment to stay on course.Resources shared in this episode:3 traits of an effective marketing leaderThe 4 SaaS Marketing Leadership Maturity Stages ExplainedLooking for a Startup Marketing Agency? Here’s What Every B2B SaaS Founder Needs to Know 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.Listen to more episodesHead back to the B2B SaaS Marketing Snacks home page for more.

Is founder-led growth helping or holding you back?Early wins often come straight from the founder’s voice. Nobody knows the problem better, or tells the story with more passion. That credibility is what gets the first customers to sign, keeps them close, and often carries a young company through its earliest deals. But founder-led growth has limits. Time runs out. Markets expand. What worked at $1M ARR may stall out at $15M.In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack both sides of founder-led growth: why it’s such a powerful accelerator in the beginning, and why it can quietly become a ceiling if companies don’t evolve.You’ll hear how to recognize the signs that your business is over-reliant on the founder, and what founders, teams, and investors can do to keep growth compounding even as the company matures.Critical topics in this episodeWhy founder-led growth works: The credibility, subject matter expertise, and customer intimacy that early adopters can’t resist.Where it breaks: The hidden ceiling that appears when everything still flows through the founder.Transition challenges: Letting go of sales, messaging, and culture without losing the magic.Investor view: How search funds and acquirers spot businesses that need to move past the founder model.The Kalungi story: What happened when Stijn stepped away, and how Brian navigated the shift to a broader team-led approach.Amplifying the founder’s voice: Ways to scale thought leadership without burning out the founder.By the end, you’ll see founder-led growth for what it is: a launchpad, not a permanent operating model. And you’ll walk away with sharper instincts for when to double down on the founder’s voice—and when it’s time to build beyond it. 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 77 - Leveling up your go to marketThe 4 SaaS Marketing Leadership Maturity Stages ExplainedLooking for a Startup Marketing Agency? Here’s What Every B2B SaaS Founder Needs to Know 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.

Is your product really ready to sell itself?Plenty of founders spot Slack, Loom, or Canva and claim, “We’ll just go product-led.” The idea feels neat. No big sales team. Faster cycles. Viral growth. Yet Product-led Growth only works when the product already clears tough hurdles for ease, onboarding, and unmistakable value. Miss those, and momentum never starts.In Episode 88 of B2B SaaS Marketing Snacks, host Brian Graf sits down with long-time CMO Stijn Hendrikse to explore why early teams often overrate PLG—and how investors can identify the warning signs before wiring funds.You’ll hear hands-on ways to test whether a product can truly pull in its own demand, along with the questions VCs should ask to be sure the numbers make sense.Critical topics in this episodeThe appeal and the reality of PLG:  Why founders romanticize the model and where hidden costs creep in.A “10×” rule for product-market fit:  Milestones that must scale from tens to thousands before PLG is viable.Metrics investors must see:  Value moments and pay–stay–refer ratios (share of users who pay, stick around, and invite others) needed when ARPU is small.Keeping costs in check:  How careless spending on ads, onboarding, or extras can turn a lean approach into a cash fire.Mixing self-serve with sales:  When a small sales touch helps—start small, then grow each account.Using new capital wisely:  Deepening the winning niche instead of chasing every shiny segment.By the end, you’ll know how to vet a PLG claim—whether you’re shipping code or writing checks. Get ready to rethink the checklist for PLG readiness and to ask sharper questions before betting on a self-service vision. 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 Assess If Your B2B SaaS Company Is Ready for Scalable GrowthBSMS 23 - Product led growth vs. sales led growthLooking for a Startup Marketing Agency? Here’s What Every B2B SaaS Founder Needs to Know 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. 

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.

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.