A plan isn’t a strategy. A real GTM strategy is a set of explicit choices and tradeoffs. Your GTM plan is what you do after you have made those choices.

In the B2B SaaS world, a billion dollar valuation does not guarantee survival. The collapse of InVision, once the darling of the design industry valued at $1.9 billion, serves as a definitive post-mortem for founders who mistake acquisition-led hype for a healthy customer lifecycle. It’s proof that lifecycle marketing is critical to success for B2B SaaS founders.

As a founder, it’s critical for you to understand your marketing budget. Every successful startup reaches a critical crossroads where growth demands more than organic word-of-mouth and founder hustle.

At its core, demand generation encompasses the strategic process of creating awareness, interest, and desire for your products or services among potential customers who may not even know they have a problem you can solve.

B2B buyers are doing more of the journey without talking to sales, and they are doing it across more channels

Learn how to build a high-impact B2B SaaS content marketing strategy that attracts, educates, and converts buyers.