Resources
Notes from the work
124 playbooks, 281 glossary terms and 44 event briefs, plus calculators, templates and agency comparisons. Free to read and use.
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Playbooks · Strategy
Strategy and go-to-market
Strategy Press Release Examples: 7 Real B2B SaaS Releases and What Each Does Well
Seven real press releases from B2B software companies (funding, product launch, partnership, revenue milestone, executive hire, research and event), each linked to the original and annotated with what to copy.
Strategy Media Pitch Examples: 9 B2B SaaS Pitches and 4 Real Ones That Landed Coverage
Nine media pitch examples written for B2B SaaS news (funding, launches, data, expert comment and more), four real pitches that earned coverage, and what more than 3,000 journalists say makes them reject a pitch.
Strategy AI Marketing Agents: What They Can Run for a B2B Team Today (and What Still Needs a Person)
An AI marketing agent takes a goal, gathers data and acts on it. Which B2B marketing jobs agents handle well today, where they fail, and how to set approval levels so nothing ships unchecked.
Strategy SaaS Marketing Strategy: The Complete Framework for B2B Growth in 2026
The complete SaaS marketing strategy framework - why most fail, ICP foundations, channel strategy by stage, demand gen vs lead gen, ABM, measurement, team structure, and a 90-day plan that actually works.
Strategy TAM SAM SOM Meaning and How to Calculate SaaS Market Size Without Lying to Investors
What TAM, SAM, and SOM mean, and how to calculate each one for a SaaS company. Real calculation methods, actual numbers, common mistakes, and how to present market sizing to investors.
Strategy Marketing Services: The Complete Guide to What's Available and What You Actually Need
Every major marketing service explained: SEO, content, paid media, ABM, and more. What each involves, typical costs, and how to pick the right ones.More in Strategy
- SaaS Marketing: What It Is, How It Works, and Why It's Different
- What Is a Fractional CMO? The Honest Guide for SaaS Founders
- SaaS Inbound Marketing: How to Build an Engine From Zero
- Startup Marketing Guide: The Complete Playbook for 2026
- How to Value a SaaS Company: The Complete 2026 Guide
- SaaS PR Agencies: When You Need One, What They Cost, and How to Hire Right
Playbooks · Sales & RevOps
Sales and RevOps
Sales & RevOps AI Outbound Calling for B2B Sales: Voice Agents vs AI-Assisted Dialing
The two kinds of AI outbound calling, AI voice agents that hold the conversation and AI-assisted dialers that put reps on more live calls, where each fits in a B2B outbound motion, published prices checked on 3 November 2026, and a four-week pilot plan with the metrics to watch.
Sales & RevOps Instantly Pricing in 2026: Outreach, Credits, Bundles and What a Team Really Pays
Instantly.ai pricing from its own pricing page: the Outreach plans, Instantly Credits for leads and AI, the Starter, Scale and Agency bundles, what the CRM and add-ons cost, monthly against yearly billing, and a one-year cost model for a small outbound team.
Sales & RevOps Outbound Lead Generation: How It Works and What It Costs
Outbound lead generation means contacting chosen buyers first to start sales conversations. The steps, sourced benchmarks, the tools and what it costs.
Sales & RevOps Apollo Pricing in 2026: Plans, Credits, Add-ons and What a Team Really Pays
Apollo.io pricing from its own pricing page: Free, Basic, Professional and Organization, monthly against annual billing, how the shared credit pool works, the paid add-ons, and a one-year cost model for a three-rep outbound team.
Sales & RevOps B2B Data Providers Compared: Coverage, Price and Accuracy (2026)
Seven B2B data providers compared on what they sell, their published prices and the coverage they claim, all read on the vendors' own pages in October 2026, plus the one third-party accuracy test with a published method, and how to pick a provider for your list.
Sales & RevOps Email Warmup Tools Compared: Prices, What They Do and What They Cannot Fix
Seven email warmup tools compared on price per inbox, volume and fit, with every price checked on the vendor's own page, plus the Gmail and Yahoo sender rules that no warmup tool can fix for you.More in Sales & RevOps
- LinkedIn Sales Navigator Cost in 2026: Core, Advanced and Advanced Plus Prices
- HubSpot Sequences: Setup, Limits and Templates That Get Replies
- Salesforce HubSpot Integration: Setup, Sync Rules and What Breaks
- AI Sales Agents: What They Run Today (Inbound, Follow-Up, Research) and Where They Fail
- Cold Email Subject Lines: 60 Examples and What the Studies Say Gets Opened
- Sales Follow-Up Email: 9 Templates for Every Deal Stage, From Proposal to Closed-Lost
Playbooks · Search
Search, from SEO to AI answers
Search What Is Generative Engine Optimization (GEO)?
Generative engine optimization (GEO) means getting cited in AI answers. Where the term came from, what the research found and what Google says to skip.
Search AI Visibility Tools: 10 Trackers for ChatGPT, Perplexity and AI Overviews, Priced
Ten AI visibility tools that track whether ChatGPT, Perplexity, Gemini and Google's AI answers name your brand. Prices and engines read on each vendor's own site on October 25, 2026, a cost-per-answer comparison, and what the numbers can and cannot tell you.
Search SEO for Lead Generation: How B2B SaaS Pages Turn Searches Into Pipeline
How SEO produces B2B leads in 2026: which pages convert, how comparison pages, free tools and AI answers fit in, how to build the path from a search to a demo, and how to count organic leads in your CRM.
Search The Complete SaaS SEO Playbook for 2026
The SaaS SEO playbook we run for B2B companies. Keyword clusters, GEO optimization, content architecture, and the framework that ties rankings to pipeline.
Search Topic Clusters for SEO: The Complete Guide to SaaS Content Architecture
How to build topic clusters for SaaS SEO. Hub and spoke model, real cluster architecture examples, internal linking strategy, and planning tools.
Search How Important Is SEO for SaaS Companies? The ROI Case for Organic Growth
SEO delivers the highest long-term ROI for SaaS. Here is when to invest, when to wait, and how to build a compound growth engine that outlasts paid media.More in Search
- SaaS SEO: The Complete Guide to Organic Growth for Software Companies
- How to Write SEO-Friendly Blog Posts (Our Actual Process)
- SEO for CEOs: What You Actually Need to Know (Without the Jargon)
- SaaS SEO: The Complete Strategy Guide for 2026
- The On-Page SEO Infographic: A Visual Guide to Every Element That Matters
- On-Page SEO Expert: What They Do, What They Cost, and Whether You Need One
Playbooks · Content & social
Content, social and paid
Content & social LinkedIn Image Sizes 2026: Banner, Cover Photo, Post, Carousel and Ad Specs
Every LinkedIn image size in one dated table: the personal banner, company cover, profile photo, logo, post images, carousels, video, article and newsletter covers, event banners and ad specs, each read from LinkedIn's own help pages.
Content & social LinkedIn Newsletter: How B2B Founders Start One, Grow It and Measure It
How to start a LinkedIn newsletter as a founder or executive: who has access, the setup steps from LinkedIn's help pages, how subscribers are notified, a cadence you can keep, what the analytics show, and how to turn each edition into pipeline.
Content & social LinkedIn Ads Cost in 2026: CPC, CPM and Budgets for B2B
How LinkedIn ads pricing works: the auction, the three bidding strategies and what each one charges for, LinkedIn's minimum budgets, sourced 2025 B2B CPC, CPM and cost per lead medians, and three budget scenarios.
Content & social LinkedIn Thought Leader Ads: Setup, Costs and What They Do for B2B
How LinkedIn Thought Leader Ads work in 2026: who is eligible, which posts qualify, the setup steps in Campaign Manager, what they cost against company page ads, and when they are worth the premium.
Content & social SaaS Social Media: The Platform-by-Platform Playbook for B2B
The complete SaaS social media strategy. LinkedIn dominance, founder-led social, content pillars, what doesn't work, and platform-by-platform playbooks.
Content & social SaaS LinkedIn Marketing: The Founder's Playbook for 2026
The complete LinkedIn marketing playbook for SaaS founders - organic growth, paid ads, employee advocacy, and ABM integration. Benchmarks and tactics that work.More in Content & social
- B2B SaaS Content Marketing: From Production to Pipeline
- SaaS Blog Writing: Content That Ranks and Actually Converts
- How to View Competitor Ads in 2026 (Every Platform, Step by Step)
- Customer Testimonial Questions: The Complete Interview Guide for SaaS
- B2B SaaS Content Strategy: From Zero to Content Machine
- B2B Paid Media: The Platform-by-Platform Playbook for 2026
Playbooks · Pipeline & ABM
Pipeline and ABM
Pipeline & ABM Webflow Pricing in 2026: Site Plans, Workspace Seats, Add-ons and a Real Yearly Cost
Webflow pricing read from webflow.com/pricing on 3 November 2026: the Starter, Basic and Premium site plans, the Team platform plan, Workspace plans and seats, ecommerce, every add-on, monthly against yearly billing, and a one-year cost model for a B2B SaaS marketing site.
Pipeline & ABM ABM Outbound Sequences That Actually Convert
ABM outbound sequences for B2B SaaS. Tiered segmentation, multi-channel cadences, copy principles, and the pipeline metrics that separate real sequences from noise.
Pipeline & ABM SaaS Demand Generation: The Complete Playbook for 2026
The complete SaaS demand generation playbook - channels, budgets, dark funnel, attribution, and the tool stack that actually works. From practitioners, not vendors.
Pipeline & ABM MQL Definition Guide: What Marketing Qualified Leads Actually Mean in 2026
The complete MQL definition guide - what MQLs are, why the 'MQL is dead' debate misses the point, lead scoring models, MQL vs PQL vs SQL, and conversion benchmarks by industry.
Pipeline & ABM Inbound Marketing for SaaS: The Complete Playbook
The full inbound marketing playbook for B2B SaaS - content strategy, lead scoring, nurture sequences, CRO, and when to admit inbound is not working.
Pipeline & ABM B2B SaaS Sales Funnel: Stages, Benchmarks, and the Handoff That Breaks Everything
The complete B2B SaaS sales funnel guide - stages, conversion benchmarks, MQL vs SQL definitions, handoff process, tool stack, and how to fix the leaks killing your pipeline.More in Pipeline & ABM
- B2B SaaS Partnerships: 7 Partnership Types That Actually Drive Revenue
- B2B SaaS Lead Generation: The Channel-by-Channel Playbook for 2026
- B2B SaaS Email Marketing: Sequences That Actually Convert
- ABM Tools Comparison: 6sense vs Demandbase vs RollWorks vs Terminus (2026)
- Account-Based Marketing for SaaS: The Execution Guide
Playbooks · Leadership
Leading a marketing team
Leadership How to Hire a Fractional CMO: Steps, Questions and Costs
How to hire a fractional CMO in 2026: when to hire one, where to find one, what it costs, the questions to ask and the contract terms to insist on.
Leadership Credit Marketing Officer: What the Role Actually Looks Like in Banking
What a credit marketing officer does, how it differs from a traditional CMO, salary benchmarks, career paths, and the skills banks hire for.
Leadership Fractional CMO: The Definitive Guide for 2026
A fractional CMO is a part-time chief marketing officer for $5K-15K/mo. What they do, when to hire one, and how to structure the engagement.
Leadership SaaS Marketing Team Structure: Org Charts, Hiring Guides, and Salary Benchmarks for 2026
How to structure a B2B SaaS marketing team by stage - org charts from $0 to $20M+ ARR, first hire guides, salary benchmarks, and when to outsource vs hire.
Leadership B2B SaaS CMO: What They Actually Do, When to Hire One, and What to Pay
What a SaaS CMO does day-to-day, first 90 days playbook, when to hire full-time vs fractional vs agency, salary benchmarks, and interview red flags.
Leadership Fractional Chief Growth Officer: What They Do, When You Need One, and What It Costs
Everything about fractional chief growth officers - how they differ from fractional CMOs and VPs, when you need one, cost comparisons, and how to hire.Playbooks · Brand & conversion
Brand and conversion
Brand & conversion Software Company Name Ideas: Naming Frameworks That Actually Work
How to name a software company. Naming frameworks, domain strategy, trademark checks, and real examples of great and terrible SaaS names.
Brand & conversion SaaS Pricing Pages: 15 Examples, Design Patterns, and What Actually Converts
15 real SaaS pricing page examples analyzed - what works, what doesn't, psychological pricing tactics, A/B testing frameworks, and the design patterns that drive conversions.
Brand & conversion SaaS Pricing Page Best Practices: What Actually Converts in 2026
SaaS pricing page best practices that actually convert - tier structure, psychology, CTAs, social proof placement, and what to stop doing. With real examples.
Brand & conversion How to Rebrand a Company: The Step-by-Step Checklist (2026)
A practitioner's 90-day rebranding checklist with budget frameworks, stakeholder templates, and common failures to avoid. Built for SaaS leaders.
Brand & conversion B2B SaaS Brand Strategy: Build a Brand That Drives Pipeline, Not Just Awareness
A practical brand strategy guide for B2B SaaS. Positioning, messaging, visual identity, and rebrand playbooks that connect brand to revenue.Playbooks · Metrics & finance
Metrics and SaaS finance
Metrics & finance SaaS Startup Metrics: What to Track at Every Stage (Pre-PMF Through Scale)
The SaaS metrics that matter at each stage - pre-PMF, post-PMF, and scaling. Vanity metrics vs real metrics, dashboard setup, and investor-ready reporting.
Metrics & finance SaaS Churn: The Complete Guide to Understanding, Measuring, and Fixing It
What SaaS churn really means, how to calculate logo vs revenue churn vs NRR, benchmarks by segment, and a practical framework for reducing it.
Metrics & finance SaaS Churn Rate Benchmarks: What's Normal in 2026
Logo churn, revenue churn, and net retention benchmarks by segment, stage, and pricing model. Plus the churn reduction tactics that actually work for B2B SaaS.
Metrics & finance Finder's Fee for Raising Capital: Percentages, Structures, and Legal Risks
Placement agent fees vs finder's fees vs success fees for capital raising. Typical percentages, legal risks, broker-dealer rules, and how to structure deals.
Metrics & finance B2B SaaS Marketing Metrics: The KPIs That Actually Matter
Stop tracking vanity metrics. Here are the B2B SaaS marketing KPIs that boards care about, benchmarks by stage, and the attribution models that actually work in 2026.Playbooks · Agencies
How to hire an agency
Agencies SaaS Marketing Agency Buyer's Guide (2026): When to Hire, What It Costs, How to Choose
The 2026 buyer's guide to hiring a SaaS marketing agency: when you need one, why SaaS and B2B specialization matters, agency types and pricing, red flags, and the questions to ask before you sign.
Agencies SaaS Marketing Services: What You're Actually Buying (And What You Should Be)
Every SaaS marketing service explained: SEO, content, ABM, and fractional CMO. What each costs, when to buy it, and how to spot agency theater.
Agencies Pay for Performance Marketing: When It Works, When It's a Trap
Honest take on pay-for-performance marketing agencies. How they game contracts, when the model works, what to look for, and better alternative pricing models.Calculators & tools
Tools to run the numbers
Calculator CAC Calculator
What it costs to win a customer, in total and by channel.
Calculator LTV to CAC Calculator
How much a customer is worth next to what it cost to win them.
Calculator MRR and ARR Calculator
Monthly and yearly revenue, with growth and net retention.
Calculator Churn Rate Calculator
How fast you lose customers, and when half of them will be gone.
Calculator Pipeline Velocity Calculator
How fast deals turn into revenue, and which lever moves it most.
Calculator Marketing Budget Calculator
Put in ARR and a growth goal. Get a budget split by channel.
Calculator SDR Cost Calculator
The fully loaded yearly cost of an SDR, next to an outsourced or AI option.
Template ABM Sequence Template
A 28-day outbound plan for your top accounts, with a checklist to keep email out of spam.
Template SEO Cluster Template
Group keywords into clusters and plan what to write first.
Calculator CPM Calculator
Work out CPM, budget or impressions, and compare with 2025 B2B medians for LinkedIn and Meta.
Template Sales Battlecard Template
Ten sections, a filled example and the routine that keeps a card true.
Template Cold Email Templates
Seven first-touch B2B emails, each built on a real reason to write.
Template White Paper Template
Ten sections with guidance, a planning sheet and a Word file.
Template Value Proposition Canvas
Map each buyer role's jobs, pains and gains against your product, with a filled B2B SaaS example and a Word file.
Calculator ROAS Calculator
Return on ad spend on pipeline and closed-won revenue, with your break-even ROAS.
Calculator CPC Calculator
Work out cost per click, budget or clicks, with cost per lead and 2025 B2B CPC medians.
Template Case Study Template
Seven sections, interview questions, an approval checklist and a Word file.
Template Competitive Analysis Template
Profile grid, weighted scorecard and win rates, in an Excel file.
Template Press Release Template
The standard press release format, headline formulas for seven types of B2B news and a Word file.
Calculator CTR Calculator
Click-through rate from clicks and impressions, with CPC, CPM and 2025 B2B CTR medians by channel.
Calculator A/B Test Significance Calculator
P-value, lift and confidence interval for two conversion rates, plus the sample size a test needs.
Template Brand Guidelines Template
Ten sections for a B2B SaaS brand guide, from positioning and voice to color contrast and asset links, with a Word file.
Calculator Conversion Rate Calculator
Conversion rate for a page or every B2B funnel stage, and what you need at the top to hit a target.
Template Creative Brief Template
Eleven sections for B2B ad and campaign creative, with current LinkedIn and Google ad specs and a Word file.
Template Customer Journey Map Template
Six stages and four buying-group roles, with owners, metrics and an Excel stage tracker.
Calculator CPA Calculator
Cost per acquisition from ad spend and conversions, with ad cost per customer and your break-even CPA.
Template Event Budget Template
Trade show and field event budget in Excel: estimate vs actual, variance, and cost per lead and pipeline-to-cost.
Calculator NPS Calculator
Net Promoter Score from counts or raw scores, with margin of error, a change test and 2025 benchmarks.
Calculator LinkedIn Text Formatter
Bold, italic and lists for LinkedIn posts, with a see-more preview and a 3,000-character count.
Template Email Signature Template
Four copy-paste HTML signatures for B2B teams that work in Gmail and Outlook, with a live generator and size limits.
Template Press Kit Template
The ten sections of a B2B press kit, a filled fact sheet, an asset checklist and a Word file.
Template Buyer Persona Template
One persona per buying committee role, a committee map and interview questions, in Word.Customer stories
From $20K MRR to $250M+ pipeline.
-
Read the CabFare story$20K
MRR
Monthly recurring revenue, from $0
- +30%
- nurture lift
- More installers finished setup
- +320%
- installs in July
- July installs, month over month
From zero to $20K MRR in four months.
-
Read the Matterway story1M+
impressions
Pre-event reach among BPO buyers
- €20
- CPL
- Cost per qualified lead
- 75%
- better ads
- First ad to final, 47 variants
Executive meetings from a €1,600 ad spend.
-
Read the Reworld story$250M+
pipeline
Deal value sales can work
- +24%
- conversion
- About 8% to about 10%
- +26%
- new segments
- Beyond the core market
$250M+ pipeline for Reworld.
-
Read the CapOut story10x
organic traffic
Peak estimated search visits, from launch
- ~5x
- revenue growth
- “Almost 5x,” Matt's July investor update
- 12x
- ranked keywords
- Terms CapOut ranks for, Apr to Sep
Search traffic up 10x and revenue up nearly 5x.
-
Read the SquareDash story100x+
organic traffic
Estimated search visits, Apr to Sep
- 1,455
- keywords in the top 10
- Page-one reach for homeowners
Search traffic up more than 100x in five months.
-
Read the ORM story7.6x
organic traffic
Peak estimated search visits, from launch
- 2.2x
- Domain Rating
- Site authority, 17 to 37 of 100
- 6.6x
- site content
- Glossary and blog, Jun to Aug
Search traffic up 7x in about three months.
-
Read the TopScore story73%
fewer low-fit sign-ups
Players are end users, not buyers
- +17%
- form fills, stricter gates
- Volume held with a stricter filter
- $10K
- a year on the largest account
- A club with high registration fees
Lead ads that learn from what sales does with each lead.
-
Read the NaviNurses story60
days to full sales-team quota
For a brand-new product
A new product at full sales-team quota in 60 days.
Comparisons
Who to hire, side by side
Head to head Growigami vs Bay Leaf Digital
Bay Leaf Digital pairs deep SEO roots with a full-service plan and its own AI workflows. Here is how its prices and model compare with Growigami.
Head to head Growigami vs DemandZen
DemandZen focuses on outbound demand generation for B2B SaaS. Growigami covers the full marketing stack. Here's how they compare for pipeline generation.
Head to head Growigami vs Directive Consulting
Directive Consulting dominates paid media for enterprise SaaS. Growigami covers the full stack. Here's an honest breakdown of when each agency makes sense.
Head to head Growigami vs Ironpaper
Ironpaper is a B2B growth agency with deep HubSpot and ABM roots. Growigami builds AI revenue operations. Here's an honest comparison for B2B companies.
Head to head Growigami vs Kalungi
An honest comparison of Growigami and Kalungi for B2B SaaS teams. We cover the published prices of both and how each one works with your team.
Head to head Growigami vs New Breed
New Breed is a top HubSpot partner with deep RevOps roots. Growigami builds AI revenue operations on any CRM. Here's when each makes sense.Glossary
281 terms in plain English
Unit Economics Customer Acquisition Cost (CAC)
The total cost of acquiring a new customer, including marketing spend, sales salaries, tools, and overhead, divided by the number of new customers acquired in a given period.
Unit Economics LTV:CAC Ratio
The ratio of customer lifetime value to customer acquisition cost, measuring how much value you generate per dollar spent on acquisition. The north-star efficiency metric for SaaS go-to-market.
Strategy & GTM Ideal Customer Profile (ICP)
A detailed description of the company type that gets the most value from your product, defined by firmographic attributes like industry, company size, tech stack, and buying behavior.
Growth & Funnel Marketing Qualified Lead (MQL)
A lead that has met predefined marketing criteria (such as downloading content, visiting pricing pages, or hitting a lead score threshold), indicating they are more likely to become a customer than a raw lead.
Growth & Funnel Pipeline Velocity
The speed at which deals move through your sales pipeline, measured in revenue per unit of time. Combines the number of opportunities, average deal size, win rate, and sales cycle length into a single metric.
Unit Economics Net Revenue Retention (NRR)
The percentage of recurring revenue retained from existing customers over a period, including expansion, contraction, and churn. An NRR above 100% means existing customers are growing faster than they are leaving.
Account-Based Marketing Account-Based Marketing (ABM)
A strategic B2B marketing approach that targets specific high-value accounts with personalized campaigns, rather than casting a wide net. Sales and marketing align on a defined list of target accounts and coordinate outreach.
SEO & Content Generative Engine Optimization (GEO)
The practice of optimizing content to be surfaced and cited by AI-powered search engines and large language models like ChatGPT, Perplexity, and Google AI Overviews. The emerging discipline alongside traditional SEO.
Industries
How we work in each market
Locations
B2B SaaS marketing by city
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