B2B MARKETING - STRATEGY & EXECUTION
Hello, I'm Veb. I help B2B SaaS startups and growing technology companies improve their go-to-market strategy, craft positioning and messaging that resonates with target audiences, and build a framework for revenue growth.
With 15+ years in B2B strategy, marketing, and sales, I partner with teams to turn clarity into action, and ultimately to more deals and revenue.




65+ Happy Founders


GO TO MARKET EXPERT
For succeeding in B2B markets, I help startups craft a clear and relevant message, build industry-leadership content, and execute on your go-to-market plan with speed and precision

Setup a clear positioning and create messaging to support it
Deploy a website to create the right platform for growth
Run demand generation pilots to generate leads and acquire customers

POSITIONING AND MESSAGING
Next, I identify your buyers' pain points and map your competition to position your product and create convincing messaging.
B2B WEBSITE
Your website is the heart of your B2B business. I use Webflow templates to build and deploy your B2B website in 3 weeks so you can start your growth campaigns with confidence,




GO-TO-MARKET EXECUTION
With all the basics in place, I start executing pilots on key B2B channels and even help you hire resources to grow faster!
Content + SEO
Create impactful content and adopt best SEO practices to grow your business organically in the long-term.
Google Ads for B2B
Start running paid Google search ads to quickly find new B2B buyers and attract them to your product
Grow your audience base on LinkedIN to generate highly qualified, often purchase ready buyers
E-mail marketing
Run a mix of nurturing and engagement email campaigns to seamlessly convert more buyers
Events and Webinars
Captivate and convert audiences into buyers with organized, structured and engaging events

Michelle Killebrew
Marketing Director - IBM Coremetrics


November 12, 2025

November 11, 2025

November 10, 2025
Running a B2B SaaS company in 2025 means navigating constant change — new AI tools, shifting buyer behavior, and tighter marketing budgets.
I help B2B SaaS founders and GTM leaders cut through the noise and focus on what drives real pipeline and predictable growth.
This FAQ brings together the most searched, most debated questions from founders, CMOs, and sales leaders — answered from experience, not theory.
Whether you’re refining your go-to-market motion, scaling from PLG to enterprise, or building a lean, AI-enabled marketing engine — you’ll find clear, battle-tested answers here.
Strategic value comes from operators who understand both product-market fit and go-to-market execution — typically fractional CMOs,
GTM advisors, or growth consultants who’ve scaled SaaS from $1M to $20M+. They bridge strategy and execution: clarifying positioning, building repeatable demand engines, and helping founders prioritize channels that convert (Google Ads, LinkedIn, email, content, partnerships).
The right advisor isn’t just a marketer — they’re a growth partner with a founder’s mindset.
A balanced SaaS marketing team blends strategic leadership with hands-on execution.
At minimum:
• Head of Marketing / Fractional CMO – sets strategy, positioning, and GTM focus.
• Content + Demand Lead – builds awareness and pipeline through SEO, email, and paid channels.
• Designer / Marketing Ops / Data – ensures brand, automation, and analytics all connect.
For early-stage startups, start lean — then scale with specialists by function (Paid, Lifecycle, Product Marketing) once attribution and ROI are visible.
Alignment starts with a shared pipeline narrative — both teams must agree on ICPs, stages, and hand-off points.
Replace vanity metrics with revenue metrics everyone owns (pipeline velocity, win rates, deal size).
Use weekly syncs to review deal insights and content gaps. Marketing should equip sales with high-intent assets (case studies, ROI calculators, competitive one-pagers) while sales feeds back what’s resonating.
The goal: one unified go-to-market motion built around buyer journey data, not departmental goals.
These are the top principles and best practices for offering an exceptional B2B Customer Experience:
• Build human-to-human onboarding that shortens time-to-value.
• Automate where possible, but keep the personal touch in high-value accounts.
• Collect and act on feedback loops through success calls, NPS, and usage analytics.
• Align marketing, product, and support around a single source of customer truth (CRM + product data).
• Continuously educate customers with webinars, tutorials, and case studies that prove ROI.
Exceptional B2B CX isn’t about volume of touchpoints — it’s about clarity, empathy, and measurable value.
Mid-sized SaaS companies should treat enterprise expansion as an adjacent motion, not a pivot.
Keep your SMB motion lean and self-serve, while building a dedicated enterprise layer — with separate ICPs, sales cycles, and success metrics.
Anchor decisions in customer data: which features, integrations, and support expectations drive retention in each segment.
Then align marketing, product, and sales around dual GTM tracks that share the same core value proposition but differ in depth, process, and pricing.
In 2025, the highest-ROI channels combine trust + targeting:
• Google Ads for capturing bottom-funnel intent.
• LinkedIn influencers and founder-led content for building credibility.
• Multi-touch email sequences to nurture complex deals.
• Webinars and short-form video to educate and convert.
Founders who blend these with strong positioning, data-driven messaging, and consistent experimentation will see compound growth — even in slower markets.
When you’ve proven core value with self-serve SMB users and you’re hitting a ceiling in ARR or deal size, it’s time to layer in a sales-led motion.
Key indicators: trial-to-paid rate stalls; average deal size remains low; enterprise buyers ask for features/support you don’t offer.
Maintain PLG for the base, launch a dedicated sales motion for the higher tier — aligning ICPs, packaging, pricing and onboarding separately.
Focus on one business bottleneck at a time (e.g., lead scoring, outreach personalisation, churn prediction).
Choose an AI tool that integrates into your stack and delivers measurable lift (e.g., faster response times, higher conversion).
From broader trends: 95 % of B2B marketers are now using AI tools, but success comes when use is tied to purpose.
Shorten “time to value” (TTV) so users hit the “aha” moment as quickly as possible. Use onboarding flows, interactive demos, and behavioural email sequences triggered by product usage. Monitor where users drop off — 8 months of doing 100+ demos with no conversions is often a TTV or onboarding issue.
Content remains a foundational growth lever — educating prospects, building trust, owning search intent.
According to recent data, 71% of B2B buyers read blog content during their purchase journey. 
For your brand: invest in “help-them do their job better” content (not just product-push), and capture long-tail questions (like the ones you’re using here) to tap the zero-click/AI-answer opportunity.
Go beyond vanity (impressions, followers) and focus on metrics tied to revenue: pipeline velocity, trial-to-paid conversion, average deal size, win rate, CAC pay-back, NRR/ARR expansion.
Use benchmarks to calibrate — industry reports show that aligning metrics with realistic targets avoids wasted effort.
Start with a clean core stack (CRM, marketing automation, analytics) and layer in AI tools only where manual effort is high or performance is lagging (e.g., lead scoring, outreach segmentation, churn prediction).
Avoid stacking tools for “features” alone. Focus on how the tool moves a key KPI.
From recent trend: AI sales automation is reshaping outreach and prospecting.
• Use shared ICP/customer-research so both know who you’re building for.
• Marketing surfaces real buyer problems and competitive feedback; product uses that to prioritise roadmap.
• Marketing and product set joint “time to value” and “first key action” metrics.
• When product launches a feature, marketing builds enablement (content, case study, training) at the same time.
This alignment means product builds what the market needs and marketing tells the story that resonates.
Enterprise buyers expect different value-drivers: integrations, SLA, onboarding/resourcing, customisation.
So packaging needs more tiers, clearer outcomes (ROI, cost savings), and pricing that reflects enterprise risk and remit.
Keep SMB packaging simple and efficient, enterprise more bespoke. Maintain product-market fit by retaining the SMB base while layering in enterprise features/options only when validated.
Turn customers into advocates by: facilitating peer-to-peer interaction, enabling UGC/case-study creation, hosting live events/webinars, and using feedback loops to shape product.
The recent content on B2B strategies shows that community + UGC are rising as essential parts of growth.
• Define your ICP and where they spend time (both online and offline).
• Map the buyer’s journey: what sources feed discovery, consideration and decision?
• Test channels with clear hypothesis and small budget, measure cost per qualified lead and cost per sale.
• Double-down on channels where you see early traction — Reddit threads report that SEO may be “no-brainer” for some, but totally wrong for others depending on ICP and competition. 
• Always tie channel performance back to revenue, not just traffic.
Start narrow: 50–150 named accounts, one value prop, and a 3-asset enablement kit (problem brief, ROI proof, technical one-pager). Use intent + CRM signals to trigger outreach, and measure by pipeline velocity and meetings set, not impressions. HubSpot’s 2025 benchmarks still show content + targeted outreach as core ABM fuel.
Shift from generic “what is” to job-to-be-done, comparison, and implementation content. Build brand mentions and authority off-site; recent analyses show brand web mentions correlate strongly with AI visibility. Structure pages with crisp answers, steps, and examples to feed AI summaries.
Use position-based (40/20/40) as your default, then layer a simple MMM-style view quarterly. Treat attribution as a directional compass—final decisions should triangulate CRM stages, win rates, and deal reviews, not just last-click.
Pick one bottleneck and one KPI (e.g., reply rate, SQL volume, TTV). Add AI where it measurably moves that KPI (lead scoring, content briefs, outreach personalization). Surveys report most marketing leaders now see clear GenAI ROI—use that as a bar, not a promise.
Shorten “time to value” in the demo and let the buyer talk more than you do—top performers keep talk time under ~50%. Replace long decks with a 3-scene flow: current pain → proof in product → path to go-live.
Buyer-enablement content: ROI calculators, competitive one-pagers, implementation checklists, and industry use-cases. Macro data still backs content as a growth lever for B2B; pair it with short-form video and webinars for distribution.
Lead with a specific problem + credible proof + clear next step. Use AI to generate variants but gate send with human QA and list quality. Cold outreach still works when it’s researched and relevant.
Keep PLG for acquisition and product education; add a focused sales motion for complex buyers (security, integrations, onboarding). Two lanes, one story: same core value, different depth/pricing. (Matches current best-practice guidance across HubSpot & category leaders.)
Top: Pipeline created, SQLs, win rate, CAC payback, and NRR. Supporting: trial-to-paid, demo show rate, content-assisted revenue, channel ROAS. Use traffic only as a health metric—executives care about time-to-revenue.
Invest in original insight (customer data, benchmarks), build recognizable brand signals (mentions, anchors), and make content reusable across channels and sales stages. AI will amplify teams with strong inputs—strategy, data, and POV still win.
Ready to explore how I can help your B2B growth?
Setup a free consultation to start.
Yes, please share your exact requirements by scheduling a free session and I am happy to offer pricing the aligns with your goals and budget. The above is just my standard pricing that most of my customers prefer.
The timeframe truly depends on the work we identify and prioritize for your stage of growth. Typically I have worked with B2B companies between 3 months to 1 year and in rare cases up to 2 years.
Yes, once your core is setup and ready to execute, I can continue executing or help you find and hire marketing resources. In any case, I am happy to stay engaged and support your growth priorities for as long as you get value from my work.
Of course. In fact I strongly recommend signing a non-disclosure agreement (NDA) to ensure you are comfortable sharing sensitive information with me. That’s the only way to achieve business impact.
Of course. I have worked with companies in different industries across US, India, UK and Europe.
You can view the logos of a few of my customers and testimonials at the top. I can walk through my past work in our first call.
I am also happy to share more examples and data snapshots of past work in our first call.
Yes, please use the buttons on this page to setup a call with me or email me at veb@bigmoves.marketing