Episode Details

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 marketing
• How to build genuine relationship loyalty that can be “withdrawn” later
• What 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 you
• Why knowing your ICP audience and what they want is critical

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 Kalungi
• Brian Graf: CEO of Kalungi

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 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 People
• BSMS 42 - What research says about common SaaS startup missteps
• BSMS 26 - How to define and create your Ideal Customer Profile (ICP)
• T2D3 CMO Masterclass
• Submit and vote on our podcast topics

ABOUT 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 Kalungi
  As 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