B2B SaaS Marketing Snacks
Conversational short-form marketing strategies, frameworks, and tactical advice to help early-stage B2B software (SaaS) companies on their journeys from MVP to PMF and beyond. Hosted by Brian Graf, CEO at Kalungi, and Stijn Hendrikse, Co-Founder at Kalungi, serial CMO for B2B SaaS companies and ex-Microsoft Global Marketing Leader.
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93 - The "Why" vs the "Wow, How, Now" frameworks in your GTM
<p>Is your go-to-market built around “why” or around “wow, how, now”?</p><p>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.</p><p>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 sho...
92 - Is getting an MBA worth it in 2025?
<p>Is an MBA still worth it for marketers in 2025, or should you learn by shipping work in public?</p><p>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.</p><p>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...
91 - Shipping quickly: The tension between entropy and speed
<p>Is moving fast the antidote to marketing entropy?</p><p>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. </p><p>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 h...
90 - Syntropy: Marketing's new mandate in the age of AI
<p>Is AI making your marketing sharper—or just noisier?</p><p>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.</p><p>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 bec...
89 - Is founder-led GTM a strength or a risk for SaaS investors
<p>Is founder-led growth helping or holding you back?<br><br></p><p>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.</p><p>In Episode 89 of B2B SaaS Marketing Snacks, host Brian Graf and Kalungi founder Stijn Hendrikse unpack both sides of fo...
88 - Why founders overestimate PLG, and what VCs should check before investing
<p>Is your product really ready to sell itself?</p><p>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.</p><p>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.<...
87 - Job Descriptions in the Age of AI
<p>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.</p><p>What you'll learn:</p>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+ wor...
86- Video in B2B SaaS marketing
<p>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%! </p><p><br></p><p>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.</p><p><br><...
85- Pricing strategy for your AI software
<p>Are you pricing your AI software correctly?</p><p>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. </p><p>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 usag...
84- Positioning an AI SaaS company
<p>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? </p><p>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. </p><p><br>They use real examples (like how one startup niched down with “personalization at scale” for a specific aud...
