Resources
Notes from the work
96 playbooks, 273 glossary terms and 35 event briefs, plus calculators, templates and agency comparisons. Free to read and use.
Playbook topics
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Playbooks · Strategy
Strategy and go-to-market
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 for SaaS: How to Calculate Market Size Without Lying to Investors
A practical guide to TAM, SAM, and SOM for SaaS companies. 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.
Strategy SaaS Marketing: What It Is, How It Works, and Why It's Different
What SaaS marketing is, how it differs from traditional marketing, the channels that matter, key metrics, and real examples from top companies.
Strategy What Is a Fractional CMO? The Honest Guide for SaaS Founders
What a fractional CMO actually does, what they cost, when you need one, and when you don't. Includes day-in-the-life, cost comparison, red flags, and interview questions.
Strategy SaaS Inbound Marketing: How to Build an Engine From Zero
How to build a SaaS inbound marketing engine from scratch: the flywheel, content by funnel stage, lead magnets, nurture sequences, and ROI timeline.More in Strategy
- 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
- B2B SaaS Pricing Models: How to Price Your Product Without Leaving Money on the Table
- SaaS One-Pager Templates: Sales, Investor, and Product (With Examples)
- B2B Inbound Marketing: The Practitioner's Guide for 2026
Playbooks · Search
Search, from SEO to AI answers
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.
Search SaaS SEO: The Complete Guide to Organic Growth for Software Companies
The complete SaaS SEO guide: keyword strategy, content types that convert, technical foundations, link building, and measuring organic ROI.
Search How to Write SEO-Friendly Blog Posts (Our Actual Process)
The step-by-step process we use to write blog posts that rank. Content briefs, AI-assisted writing, optimization tools, and real examples from our 1,400+ page site.
Search SEO for CEOs: What You Actually Need to Know (Without the Jargon)
SEO explained for non-marketers. What CEOs need to know about organic growth, how to evaluate your SEO team, budget frameworks, and the red flags that waste money.More in Search
- 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
- SaaS Technical SEO: The Complete Audit Guide for Software Companies
- The On-Page SEO Checklist We Actually Use (2026 Edition)
- B2B SaaS SEO in the Age of AI: What Still Works, What's Dead, and What's Next
Playbooks · Pipeline & ABM
Pipeline and ABM
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.
Pipeline & ABM B2B SaaS Partnerships: 7 Partnership Types That Actually Drive Revenue
The complete guide to B2B SaaS partnerships. 7 partnership models with revenue share structures, partner marketing playbooks, and when partnerships fail.Playbooks · Leadership
Leading a marketing team
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.
Leadership Fractional VP of Marketing: When You Need One and How to Hire
Fractional VP of Marketing vs CMO vs Director. When you need a fractional VP specifically, scope of work, how to hire, and cost benchmarks for 2026.Playbooks · Content & social
Content, social and paid
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.
Content & social B2B SaaS Content Marketing: From Production to Pipeline
The complete B2B SaaS content marketing playbook - production workflows, writer management, distribution systems, and the measurement framework that ties content to revenue.
Content & social SaaS Blog Writing: Content That Ranks and Actually Converts
How to write SaaS blog posts that rank in search and convert readers to pipeline. Our production process, brief template, and real examples.
Content & social How to View Competitor Ads in 2026 (Every Platform, Step by Step)
Find and analyze competitor ads on Meta, LinkedIn, Google, and TikTok. Free tools, paid tools, and how to build a swipe file that actually improves your campaigns.
Content & social Customer Testimonial Questions: The Complete Interview Guide for SaaS
40+ customer testimonial questions, the full interview process, pre-interview prep, video vs written formats, and how to get reluctant customers to say yes.Playbooks · Sales & RevOps
Sales and RevOps
Sales & RevOps BDR Meaning: What a Business Development Representative Actually Does in SaaS
BDR stands for Business Development Representative. Learn what BDRs do, comp benchmarks ($60K-$135K OTE), career paths, and key interview tips.
Sales & RevOps SDR Meaning in Sales: What It Stands For, What They Do, and Why Every SaaS Company Has Them
SDR meaning in sales: Sales Development Representative. What the role actually involves, comp benchmarks, daily activities, tools, and career paths.
Sales & RevOps BDR Full Meaning: What Does BDR Stand for in Sales?
BDR full meaning: Business Development Representative. How BDRs differ from SDRs and AEs, typical comp ranges, daily workflow, and career paths.
Sales & RevOps SDR Sales: The Complete Guide to Hiring, Managing, and Scaling Sales Development Reps
SDR sales guide: what SDRs do day-to-day, compensation benchmarks ($60K-$120K OTE), essential tools, career paths, and how to build an SDR team.
Sales & RevOps RevOps for SaaS: What It Actually Is, How to Implement It, and Why Most Companies Get It Wrong
A practitioner's guide to RevOps for SaaS - team structure, tool stack, metrics, and implementation playbook by company stage. No buzzwords, just what works.
Sales & RevOps BDR vs SDR: The Complete Guide for B2B SaaS Sales Teams
The real difference between BDRs and SDRs, with comp benchmarks, outreach templates, KPI targets, and a decision framework for SaaS sales leaders.Playbooks · Agencies
How to hire an agency
Agencies B2B SaaS Marketing Agency: Why Specialization Is the Only Thing That Matters
What a B2B SaaS marketing agency should deliver, pricing benchmarks ($5K-$25K/mo), how to evaluate fit, and the red flags that waste budget.
Agencies SaaS Marketing Agency: What to Know Before You Hire One (2026)
What a SaaS marketing agency does, when you need one, pricing benchmarks ($5K-$30K/mo), red flags to avoid, and realistic ROI timelines.
Agencies SaaS Marketing Agencies: The 2026 Buyer's Guide (Models, Pricing, Red Flags)
The 2026 buyer's guide to SaaS marketing agencies: agency models, pricing tiers, red flags, questions to ask, and how to get pipeline results.
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 SaaS Marketing Companies: Types, Pricing, and How to Choose (2026)
SaaS marketing companies compared: agencies, consultancies, fractional teams, and MaaS providers. Costs, expected results, and how to choose.
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.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.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.
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.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
273 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.Events
Where B2B marketers meet
Industries
How we work in each market
Locations
B2B SaaS marketing by city
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