SaaS Half Full
Business & Finance
About
Creating a successful SaaS marketing strategy is like mixing the perfect cocktail. What are the right ingredients? How do you mix it all together to ensure people order another round? On SaaS Half Full - the only show serving B2B SaaS Marketers - host/bartender Lindsey Groepper shares a cocktail with top marketing leaders who are crafting unique strategies for success. Care to join us for a drink?
Episodes
- The AI Accountability Gap in B2B Marketing, with Holly Enneking
Holly Enneking discusses the challenges of AI-generated content in B2B marketing, focusing on the accountability gap. The episode highlights a disconnect between executive confidence and practitioner trust in AI output, with data showing 9…
- Why Marketers Should Care About Reddit and How to Leverage It, with Sam Perry
Sam Perry discusses Reddit's growing importance for B2B marketers, particularly in AI search visibility. He explains that authentic engagement and building credibility through karma are more effective than direct promotion, and advises on…
- The Demand Gen Engine is Breaking Buyer Trust — and What to Do About It, with Adnan Malik
Adnan Malik, CEO and Co-Founder of Software Finder, argues that the current demand generation model in B2B marketing prioritizes speed over trust, leading buyers to make decisions based on vendor budgets rather than fit. He advocates for h…
- Navigating AI Credibility Fatigue and the Rise of Trust Shortcuts, with Jake Doll
Jake Doll shares insights on how AI-generated content leads to credibility fatigue, causing consumers to use trust shortcuts like brand familiarity and reviews. The episode explores the risks and opportunities for marketers, and strategies…
- Beyond the Slop: Using AI to Actually Understand Your Customers, with Chris Silvestri
Chris Silvestri explains how B2B SaaS teams can overcome a "trust recession" by using AI to understand customers, rather than just generate copy. He covers research methods for message-market fit, the role of a strong point of view, and pr…
- Turning Inbound into 24/7 Pipeline with AI Agents, with Maura Rivera
Inbound marketing doesn't have to solely depend on human capacity anymore. In this episode, Maura Rivera, CMO at Qualified, shares how AI SDR agents are transforming how SaaS teams generate pipeline not by replacing people but by working t…
- Rethinking Market Research in the AI Era, with Kate O'Keeffe
Every company wants better market insights, but up until AI's entrance, results have been highly speculative. How is AI upending tried-and-true market research methodology? Kate O'Keeffe, CEO and founder of Heatseeker, joins SaaS Half Full…
- How to Get a Wikipedia Page in 2026 (and What to Do If You Can't), with Rhiannon Ruff
Every company dreams of having a prominent Wikipedia page, but navigating the path to it is far from simple. Oh, so you want a Wikipedia page? So does everyone else, and it's increasingly harder to achieve. Rhi Ruff, Founding Partner at Lu…
- SaaS Investor POV: Marketing's Differentiating Role, with Michelle Erickson
Every founder dreams of standing out, but too many end up sounding the same. Michelle Erikson, Vice President at Straylight Capital, has witnessed her share of B2B SaaS investment trends. In this episode, Michelle explores what she sees as…
- Turning Platform Data into Thought Leadership, with Amy Konary
Every SaaS company has data, but few know how to turn it into meaningful thought leadership. According to Amy Konary, Senior Vice President at Zuora and founder of The Subscribed Institute, the key lies in transforming your platform data i…
- Building a Global "Follow-the-Sun" Model in SaaS Marketing, with Wendy White
Every SaaS marketing leader is under pressure to go faster and do more with less. But no team can work 24/7…or can it? According to Wendy White, Chief Marketing Officer at Daxko, the "follow the sun" model of a globally distributed marketi…
- Keeping Up with AI-Driven Product Release Cycles, with Jarod Greene
Every B2B SaaS company is now living in the era of AI-driven product release cycles. But do you need to overhaul your entire launch playbook? Not exactly, according to Jarod Greene, Chief Marketing Officer at Vivun. While speed to market h…
- Marketers Moving at the Speed of AI, with Mika Yamamoto of Freshworks
In the world of AI-powered marketing, experimentation is just the beginning. But how do you scale it for real business growth? Mika Yamamoto, Chief Customer and Marketing Officer at Freshworks, joins us to share her journey of moving beyon…
- How to Build SaaS Pricing Pages That Convert, with Bill Wilson
Every B2B SaaS product needs a pricing page. Period.But, do you have to show all your cards? Not necessarily, according to Bill Wilson, founder & CEO of Pace Pricing. While full transparency is best for conversion, showing how you price is…
- Transitioning From Enterprise to Early Stage, A CMO Journey with Niloy Sanyal
To say there are many SaaS CMOs and marketing leaders in transition right now is an understatement. A good chunk is going the fractional route, others are consultants, and some are looking to get out of the enterprise and shake it up at an…
- A Modern Video Mindset: No Gear, No Talent, No Problem with Jeremy Toeman
Despite marketers knowing the power of video, most only produce 0-1 videos per year. Why? They are stuck in the old mindset that "video production" requires equipment, polished spokespeople, and technical chops to polish it up. In this epi…
- Fractional CMOs: Behind the Role's Rise, with Andy Culligan
It's no secret that the CMO tenure continues to shorten. A tough SaaS economy and higher demands for the role have led to an explosion of fractional CMOs hitting the market. with many senior SaaS marketers jumping off the full-time ship in…
- Building a Community: Lessons from CMO Coffee Talk, with Matt Heinz
Many marketing leaders dream of building an owned community where customers, peers, prospects and influencers gather to openly share ideas and where engagement is super high. But, this is waaaay more difficult than most marketers dream. Wh…
- AI Storylines: What's Wired & Tired, with Jake Doll
If you touch any part of comms or content at your SaaS org, you are hammering AI right now. The AI topic is making its way into even the most conservative verticals, and you are hard-pressed to find any media outlet or tech leader without…
- Do's & Dont's of Ad Copy and Creative with Naomi Soman
While B2B marketers have progressed their thinking to be more B2C-minded, there are concepts we simply shouldn't borrow from our B2C counterparts regarding ad copy and creative. Naomi Suman, founder of Storylogick Consulting, is an English…
- Challenging the Definition of CMO with Sydney Sloan
Sydney Sloan is a Chief Market Officer - ditching the "ing" in marketing. Why? Because the role isn't about the "doing," it's about knowing and owning the market. In this episode, Syndey discusses elevating your role as a CMO, the best str…
- How to Manage Search in the AI Era with Greg Brooks
SaaS marketers know by now that AI has—and will—impact search. But in an ever-changing sea of algorithms, what the heck does Google care about today (and in the future?), and how can marketers make moves now to stay ahead of where search i…
- Defining "Modern" PR & How to Nail It with Kate Johnson
Digital, modern, non-traditional…how do you define today's PR? It has evolved, and brands who understand how to play in the current landscape are gaining mindshare. In this episode, Kate Johnson, VP of PR at BLASTmedia, dives into what has…
- Marketing Hires: The Potential Trap of Big Brands & High Titles with Mark Donnigan
Whether you are a SaaS founder looking to make your first marketing hire or a CMO building out your team, the rocky tech economy has created a surplus of marketing talent. VPs and Directors from big tech are free agents…fantastic hires, ri…
- What To Do When Your Best Clients Change Jobs with Trinity Nguyen
Most SaaS revenue leaders would agree that former clients ("Gems") make amazing second clients. But, how can you track job changers and operationalize an outreach program at scale? Trinity Nguyen, VP of Marketing at UserGems, joins this ep…
- The New Corporate Narrative That Buyers Demand with Lindsey Groepper
Gen Y and millennials — who value purpose and meaning when choosing SaaS vendors — comprise most of today's B2B decision-makers. So why are you still pushing narratives centered on products and features? Today's modern corporate narrative…
- Surviving a New CEO Transition with Paige O'Neill
You're a SaaS CMO and received the news that you are getting a new CEO. Super! Super? Super, right?! In this episode, Paige O'Neill, CMO of Seismic, shares her story of transitioning to a new CEO with her previous role. From what the first…
- Marketing's Vital Role in Customer Expansion with Karen Budell
For most SaaS organizations, the customer success function has two players - the CS lead and the salesperson. But in this episode, Karen Budell, CMO of Totango, talks through a "three-legged stool" approach, with marketing as an equal leg.…
- It's a Crapshoot: Category Creation & Positioning with April Dunford
In this episode, our host speaks with author and positioning expert April Dunford about the realities of creating a category and defining positioning to win in SaaS. Drawing from years of data and experience consulting SaaS companies, Apri…
- The Art & Science of Freemiums & Free Trials with Krish Ramineni
SaaS marketers know we've entered the era of the self-serve buyer, where prospects expect price transparency and free trials. While this might not work for complex enterprise deals, there are lessons to be taken from a PLG motion that most…
- What Biden's Order on AI Means for Marketers with Conor Bronsdon
With Biden's recent executive order addressing the safe and secure development and use of AI, data privacy is even more mind top of mind for SaaS marketers. In this episode, Conor Bronsdon, Director of Marketing & Communications at LinearB…
- The Fame and Flops in Creating Memorable Brands, with Melissa Rosenthal
SaaS marketers understand the importance of a strong brand, but are you clear in your strategic narrative today? If "efficiency" is driving your narrative, this episode is for you (because, spoiler alert, "efficiency" ain't it.) In this ep…
- Why It's Time to Axe "Enterprise Marketing" with Sarah Emmott
Whether you have added enterprise selling into a PLG motion or have always focused on the segment, SaaS marketers understand the different pain points and nuances of prospecting to the enterprise. But, should you literally market to "the e…
- Navigating Audience Data for Early-Stage Marketers with Ryan Sonnenberg
Are you an early-stage B2B SaaS marketer, or maybe you're a seasoned marketer but have limited resources to uncover the audience data you need to succeed? In this episode of SaaS Half Full, Lindsey sits down with Ryan Sonnenberg, Director…
- How Modern PR Can Support an ABM Program with Lindsey Groepper
PR and ABM…say what? Yes, there is a modern PR approach where these two strategies work together, adding more value to your PR investment. Our host, Lindsey Groepper, forgoes a guest this week to share her thoughts on this topic, including…
- Taking Marketing Risks in a Strained Economy with Emily Montgomery
If you're a SaaS marketer who tends to be risk-averse, the last 12 months have not been your friend. Market volatility and "doing more with less" do not pair well with taking chances, but Emily Montgomery, VP of Professional Services at Xp…
- Threads, Mastodon, X, and More: A Look at Social Mayhem with Karri Carlson
It's been a minute since the social media industry has been in the spotlight, but the past six months have been poppin' off. Between the launch of Threads and Twitter rebranding to X, there's a wealth of new info to digest if social media…
- Bot Rising: AI's Volume, Velocity & Variety with Pete Housley and Amanda (Elam) Cole
By now, we get it: AI is here to stay and makes marketing more efficient. But, what fears do marketers have around AI, how do you responsibly feed the board's appetite for AI, and to what level do marketing leaders need to understand the t…
- CMOs Speak: CEOs Are Undervaluing Brand
What do CMOs wish more CEOs understood about marketing? It's the big question we ask our guests at the end of each episode, and through the first half of the year, many answers came back to one core topic - CEOs not valuing brand enough. I…
- Throwback Episode - Adding Growth Marketing to a PLG Brand with Rachel Hepworth
PLG companies are in the spotlight again, being examined by media and analysts for their staying power in a recession. So, we're pulling an episode off the top shelf this week which tackles PLG. Rachel Hepworth is now Head of Marketing at…
- Crushing It in the B2B Creator Economy with Ali Fazal
Our circle of influence has fundamentally changed. Whereas we used to follow brands, we now follow people. While B2C companies were quick to invest in online influencers, B2B marketers are finally vibin' with the creator economy. In this e…
- The Elusiveness of Inclusive Marketing with Sarah Reynolds
Hey guys! Nope, scratch that. Hey friends! While most SaaS marketers agree on the importance of inclusive marketing, achieving inclusivity is still a work in progress. In this episode, Sarah Reynolds , CMO of HiBob , discusses the importan…
- The Growing Bench of CMO Free Agents with Nirosha Methananda
We're gonna need a bigger bench. The list of available SaaS CMOs is growing, with many finding themselves free agents for the first time, involuntarily. In this episode, Lindsey connects with Nirosha Methananda, a senior marketing leader o…
- Back to Basics: Escaping Today's Marketing Inferno with Bhaskar Roy
Looking back on 2021 and early 2022, it was heaven for many marketers. Big budgets, sky-high valuations, and VC dollars are pouring in. Today? "Do more with less" has become the most-hated phrase among SaaS marketers. Bhaskar Roy, Head of…
- The Art & Science Behind Pricing & Packaging with Dan Balcauski
Who is in charge of pricing decisions at your SaaS org? For nearly 60% of companies, it's the CEO or an opinion-filled decision amongst the entire C-suite. But who should own it? Dan Balcauski, the founder of Product Tranquility, answers t…
- Quit Pointing Fingers: It's About Brand & Demand Balance with Palmer Houchins
"Do more with less" is this year's most-hated phrase for marketers. And for brand marketers, this means a direct hit to budgets responsible for a company's reputation. On this episode of SaaS Half Full, Lindsey talks with Palmer Houchins ,…
- The Great Divide Between Corp Comms & Marketing with Grace Williams
Gone are the days of internal-only communication. Every internal message is now at the risk of being shared externally, creating more pressure to skilfully craft statements surrounding economic, societal, or company impact events (RIFs, ou…
- Why Hidden Pricing is Enemy #1 with Allyson Havener
Despite data supporting the case for creating a more self-serve buying process, many SaaS revenue teams are still operating in a way that is legit the opposite of what today's buyer wants. New report data from more than 2,000 B2B tech buye…
- What You Can Learn From a B2B Mystery Shopper with Gracey Cantalupo
Who here is guilty of building and running a marketing and sales playbook, then delaying changing it because it took so damn long to implement? Often, the paralysis is due to not knowing where to start. Gracey Cantalupo, CMO at MentorcliQ,…
- Investment Vibe Check: Two VCs Discuss
This special Fireside Chat edition brings together two SaaS VCs to discuss the current investment landscape vibe. Tackling everything from the technologies they are bullish on to the importance of burn efficiency in defining financial heal…