Grow Your B2B SaaS

In the world of artificial intelligence and software as a service, companies are no longer just competing on features. In this episode of the Grow Your B2B SaaS podcast [https://pod.link/1670431932], Joran Hofman sits down with BetterPic [https://www.betterpic.io/] founder Ricardo Ghekiere [https://www.linkedin.com/in/ricardo-ghekiere?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bho9PCXuuRKOpbD%2FGSyXa0w%3D%3D] to discuss The B2B SaaS Nightmare and how SaaS founders can grow without recurring revenue. Companies today are also competing on how they price their products and how they scale. This episode highlights how one company made millions without using monthly subscriptions. Instead, they leveraged one-time payments, smart marketing [https://www.getreditus.com/podcast/s1e19-how-to-set-up-multi-channel-marketing-tracking-with-julia-draghici/], and simple but powerful strategies. You'll learn how they managed costs, raised prices, and succeeded through alternative growth channels [https://www.getreditus.com/podcast/s3e5-how-to-implement-the-growth-hacking-mindset-in-your-b2b-saas-with-sean-ellis/]. This episode is a must-listen for anyone looking to build or grow an AI business without relying on monthly payments. Key Timecodes * (00:00) – Cracking AI Pricing: LTV, AOV & Unlocking Paid Channels * (00:58) – $4M Without Subscriptions? BetterPic’s One-Time Revenue Model * (01:44) – “Wait, No MRR?” Reactions to Explosive Non-Recurring Growth * (02:18) – Revenue is Revenue: The SaaS Case for One-Off Cash Flow * (02:46) – Inside BetterPic: AI Headshots, B2B vs B2C, and Single-Purchase Strategy * (03:28) – Subscription Apps vs Specialized AI Headshots: Who Wins? * (03:51) – Why Headshots Don’t Need Recurring Revenue + 45-Day Sprint Strategy * (05:14) – Starting From Zero: The E-Commerce Mindset in SaaS * (06:07) – From 70% COGS to 90% Margins: The AI-Native Advantage * (06:44) – Building a Cost Moat: Raising Prices & Outspending Competitors * (07:47) – Cutting GPU/API Costs: Internal AI Infra & Multi-Provider Routing * (08:21) – The Recurring Revenue Goldmine in AI Infrastructure Optimization * (08:36) – AI-Native vs AI Features: Pricing Pains of OpenAI APIs * (09:36) – Why Buyers Choose AI-Native: QuickBooks vs Xero Example * (11:02) – Open Source vs Closed LLMs: Pricing, Quality & Competitive Moats * (11:52) – The Risk of No MRR: Surviving the Consumer AI Tsunami * (13:18) – Pivot to Better Studio: Turning AI Headshots Into Recurring B2B * (13:54) – Dual Engines: Scaling One-Time Sales While Building Recurring Revenue * (15:16) – Fundraising Without MRR: Convincing Investors to Bet on the Team * (17:10) – Startup Valuation: Group-Level Investment Across Two Brands * (17:42) – How Low AOV Shapes Channel Strategy * (18:57) – SEO & LinkedIn Hacks * (19:56) – The Affiliate Engine: * (20:42) – Stripe Upfront vs Net-30 Payments * (21:04) – Designing High-Converting Affiliate Programs With Real Incentives * (21:39) – Where the Affiliate Traffic Comes From: YouTube, Reddit, Display Ads * (22:30) – SEO Benefits of Affiliates: Backlinks, Listicles, and Rankings * (23:34) – LLM-Generated Listicles: Dominating Google & AI Discovery * (24:16) – How a $49 AOV Made Google Ads Profitable * (25:34) – Scaling Paid Channels: CAC, LTV, and AOV in Sync * (25:59) – Paid Channel Stacking: The Compounding Effect in Growth * (26:25) – No MRR? Fast Sales Cycles & Upfront Payments Explained * (28:17) – Speed to Value: AI Headshots Delivered in 30 Minutes * (28:58) – Pricing Agility: Changing Prices Without Legacy Contracts * (29:10) – Pushing to the Middle Tier: Packaging Strategy With Amplitude Data * (30:15) – Rapid Pricing Iteration: 7-Day Tests & Volume-Based Experiments * (31:32) – Fast Consumer Feedback vs Slow SaaS Trial Cycles * (32:07) – GTM Strategy: Make Two Big Bets a Year & Know CAC Limits * (33:04) – Pricing Drives Channel-Market Fit: SEO, Affiliates, YouTube * (33:45) – $12K Self-Serve Deals: Going Upmarket With Confidence * (34:25) – Automating Jobs-to-Be-Done: The AI-Native Future * (36:50) – How to Get to $10K MRR: Focus on One Channel First * (38:12) – Enterprise GTM Shift: Better Studio’s Move to Events & Partnerships * (39:14) – Scaling From $10K MRR to $10M ARR: Building Full-Funnel Teams * (40:37) – Recap: One-Off SaaS, AI Margins, SEO/Affiliate Flywheels * (42:54) – Reporting Rhythms: Monthly KPI Bingo & Health Metrics.

Are you a SaaS founder wondering How to Build a Growth Operating System That Helps Teams Deliver Real Value? Growing a B2B SaaS [https://www.getreditus.com/podcast/s2e18-how-to-become-profitable-as-a-bootstrapped-saas-with-melissa-kwan/]company can often feel messy. Teams try lots of different tactics, hoping that something will finally work. But this kind of scattered approach rarely leads to long-term, repeatable success. In this episode of the Grow Your B2B SaaS Podcast [https://pod.link/1670431932] Joran Hofman sits down with growth expert and coach Andrew Capland [https://www.linkedin.com/in/andrewcapland?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BzgeIWIvmR%2FqMfpaG2IBAPQ%3D%3D]. Andrew explains how to move beyond one-off growth hacks and start building what he calls a Growth Operating System [https://www.getreditus.com/podcast/s3e5-how-to-implement-the-growth-hacking-mindset-in-your-b2b-saas-with-sean-ellis/]. This system helps teams focus on delivering real value, work together more effectively, and create results that can scale over time. Key Timecodes * (00:00) - Cold Open: North Star Metric, Activation vs Retention, and Copying Playbooks Pitfalls * (01:02) - Host Introduction: B2B SaaS Growth Operating System with Andrew Capland * (01:46) - Why Tactics Alone Fail: The Case for a Growth Operating System in B2B SaaS * (02:01) - Andrew’s Journey: From Growth Content to Executing a Growth Operating System * (03:40) - When to Implement a Growth OS: From Random Acts of Growth to Repeatable Systems * (04:20) - Growth OS Building Blocks: Strategy, KPIs, Rituals, Templates, Frameworks * (05:37) - Plug-and-Play Templates: Customizing the Growth Operating System for Your Stage * (06:25) - Growth Strategy 101: North Star, Vision, Levers, Bets, and Milestones * (07:25) - Choosing a North Star Metric: Activation and Retention as Leading Indicators * (08:31) - Activation Example: The Facebook “7 Friends in 5 Days” North Star Metric * (09:43) - Defining Activation: Customer Interviews, Milestones, and Value Realization * (10:47) - Cross-Functional Growth: Sales, Product, CS Inputs and Growth Leadership * (12:26) - Earning Ownership: Become the Expert on the Problem (Activation/Retention) * (15:14) - Sponsor Break: SaaStock Dublin – B2B SaaS Founder Networking and Investors * (16:45) - Founder vs Growth Leader: Ownership Shifts from Early Stage to Scale * (17:35) - Common Growth Mistakes: Copy-Pasting Big Tech Playbooks vs ICP Fit * (19:06) - Case Study: Airbnb Referral Program Copycat That Flopped (and Why) * (20:13) - Managing Growth Setbacks: Trophy File Mindset and Learning-First Experiments * (23:08) - Using AI in Growth: Train on Your A/B Tests, Learnings, and Audience Data * (25:16) - Documentation is a Growth Lever: Standardize Learnings and Onboarding * (26:20) - Hiring Your First Head of Growth: Skill-Problem Fit and Translating Jargon * (28:40) - Alignment First: What Growth Owns, Accountability, and Collaboration Rules * (29:20) - Problem Selection: Scoping High-Leverage Bets and Measuring Outcomes * (30:34) - Low-Volume SaaS: Qualitative Research, Session Recordings, and User Testing * (32:12) - Essential Tool Stack: CRM/Marketing Automation, Product Analytics, In-App Messaging * (33:45) - The Next 2–3 Years: Train AI on Proprietary Growth Data to Predict Outcomes * (35:23) - Stage Advice: From 0–10K MRR—Find One Acquisition Channel and One Retention Channel

In today’s crowded SaaS market, having a great product simply isn’t enough. understanding why human psychology still wins in B2B SaaS sales is very crucial. Many companies generate significant interest, such as leads, web traffic, or downloads, but still struggle to convert that attention into reliable revenue. The real issue isn't a lack of data; it’s a misunderstanding of how B2B buyers actually make decisions [https://www.getreditus.com/podcast/s7e5-b2b-saas-sales-growth-outbound-strategies-to-scale-revenue-with-joey-gilkey/]. In this episode of Grow Your B2B SaaS [https://pod.link/1670431932], Joran Hofman hosts Jessica Pely [https://www.linkedin.com/in/pely?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BT7RWCDisSvSvqdASm1UDqw%3D%3D], co-founder of Loyee [https://www.loyee.ai/?utm_source=liprofilejp].ai [http://loyee.ai/] and former fintech CTO, to discuss why great products alone do not win in SaaS. Jessica emphasizes the need to align go-to-market strategies with real buyer behavior. Her approach combines behavioral science, data, and AI [https://www.getreditus.com/podcast/s7e6-how-is-ai-transforming-go-to-market-for-b2b-saas-with-maja-voje/]and delivers a clear takeaway: sustainable growth comes from better targeting based on behavioral signals and executing with focus. Key Timecodes * (0:00) – Cold Open: Signals vs. Noise in Go-To-Market, Sales Overconfidence in B2B SaaS * (0:49) – Guest Intro: Jessica Pely – LOI AI, Behavioral Economics Meets SaaS * (1:30) – Origin Prompt: Behavioral Targeting in SaaS Sales * (1:43) – PhD to CTO: Rational Biases & Enterprise Sales Strategy * (2:58) – Founding LOI AI: Identifying Pain-Driven Accounts & Buyers * (3:13) – Conversion Struggles: Interest ≠ Paying Customers in SaaS * (3:38) – Targeting Models: Spray-and-Pray vs. Signal-Based Go-To-Market * (4:56) – Chasing Logos: How Social Bias Derails SaaS Sales Focus * (5:05) – Psychology in B2B Sales: Biases from Both Sides of the Table * (5:21) – Buyer Biases: Status Quo, Risk Aversion, Loss Aversion * (6:50) – Adoption Dynamics: Early Adopters vs. Most-in-Pain Accounts * (8:23) – Sales Overconfidence: Deal Cycles, Forecasting & Coaching * (8:30) – Sponsor Break: SaaStock Dublin – Founders, VCs, Meetings * (9:39) – AI in Sales: Misconceptions & The Human Element * (9:58) – 3 AI Use Cases: Automation, Insights, Autonomous Decisioning * (11:17) – AI as R&D: Hire AI Like a Junior, Align with GTM * (12:54) – Garbage In, Garbage Out: Build Your Sales Knowledge Base * (13:43) – ICP vs. TAM: Best-Fit Profiles & Signal-Based Markets * (15:15) – Customer First: Twin Companies & Lookalike Targeting * (16:02) – Competitor Displacement: Migration Targeting via Pain Points * (16:47) – Too-Broad Signals: Salesforce ≠ Clear Jobs-To-Be-Done * (17:37) – JTBD + Job Ads: Scraping for AE Needs & Verification Pain * (19:27) – Early-Stage Focus: Iterate, Learn, Focus on Fit * (21:00) – AI for ICP Scoring: Cut Through Noise with Fit + Pain * (22:38) – Qualitative Signals: Culture, Pricing, Sales Motions & ML * (23:48) – Operating Rhythm: Reassess ICP Quarterly * (24:29) – More Data Isn’t Better: Limit GTM Signals to 10–15 * (25:45) – Human vs. AI Outbound: 2x2 Matrix for Outreach Strategy * (28:33) – Growth Principle: Focus Over More – Execute Deeply * (29:01) – Future of SaaS Sales: Automation + Human Differentiation * (30:02) – Stage-Based GTM: Scaling from 0 → $10M ARR (31:24) – Document Everything: Train AI, Onboard Faster

How is AI Transforming Go To Market for B2B SaaS? Inbound go-to-market for SaaS [https://www.getreditus.com/podcast/s3e12-how-to-unify-sales-marketing-sdrs-in-your-gtm-strategy-with-chris-walker/] is undergoing a major transformation. What once relied on blog posts, lead magnets, and cold outreach is now powered by artificial intelligence. AI is no longer just a content assistant. It now fuels end-to-end workflows, drives strategy, qualifies leads, and personalizes outreach at scale. SaaS teams are deploying AI agents to track LinkedIn signals, automate follow-ups, and even manage outbound efforts [https://www.getreditus.com/podcast/s7e2-why-80-of-outbound-sales-fails-and-how-to-fix-it-with-besnik-vrellaku/]. This evolution is unlocking new levels of speed and scale [https://www.getreditus.com/podcast/s2e11-how-to-reduce-your-cpl-and-scale-profitable-campaigns-with-yann-skaalen/], but it also brings real risks if automation isn’t carefully managed. In this episode of the Grow Your B2B SaaS Podcast [https://pod.link/1670431932], Maja Voje [https://www.linkedin.com/in/majavoje?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3BB6GtBpdTQB2peuaRSw3mGA%3D%3D] breaks down how AI is reshaping inbound GTM. She shares what’s working today, where teams should stay hands-on, and how to build AI-assisted systems without losing the human connection that still drives trust in B2B. If you're building or scaling a SaaS product, this is your playbook for doing it smarter with AI. Key Timecodes * (0:00) - Boosting AI Content Performance & Automating Founder Workflows * (0:53) - What Is AI’s Role in SaaS GTM? [With Guest Maja Voje] * (1:48) - Is Everything Dead? Why AI Agents Are the Future of SaaS Workflows * (2:55) - Multi-Agentic Workflows Explained: Tools, Agents & Human Oversight * (4:28) - Why You Must Earn the Right to Automate with AI * (5:27) - SaaS Automation Gone Wrong: Avoiding Enterprise Pitfalls * (6:15) - AI Agents: Build or Buy? Key Considerations for GTM Leaders * (6:38) - Mapping GTM Workflows: LinkedIn, DMs, Offers & Content Ops * (8:00) - Real-Life AI Marketing Automations You Can Use Today * (9:43) - How Many AI Agents Do You Really Need for LinkedIn & Lead Gen? * (11:08) - Iterating AI Models Post-Training: Prompts, Builders & Feedback Loops * (12:55) - AI Costs, Compliance & Rollouts: From POC to Scalable Deployment * (15:07) - Data Security in AI: The Case for 'Least Privilege' Access * (16:04) - Rule of Thumb: Don’t Share Data You Wouldn’t Give a Friend * (16:13) - Sponsor Spotlight: SaaStock Dublin—Investor Matchmaking + Discounts * (17:22) - Inbound Marketing with AI: LinkedIn Trends & Time-Wasters to Avoid * (18:54) - External vs Internal Knowledge Bases: Training AI Without Garbage Input * (20:31) - Why AI Design Often Fails: Creatives, Claude vs ChatGPT & Brand Gaps * (21:53) - LinkedIn AI Strategy: Commenting, Publishing & Legal Risks in the EU * (23:30) - AI-Powered Outbound Marketing: ICP Scoring, Lead Research & Social Selling * (25:52) - Training Your Team on AI: Avoiding Content Quality Pitfalls * (27:26) - Human-in-the-Loop Design: What to Automate vs Delegate * (28:43) - The AI-First Founder Mindset: Culture, Talent & Psychological Safety * (31:20) - AI Implementation Choices: From Prototypes to Governance Guardrails * (33:29) - PR & Leadership: Why 'We Replaced 7 People with AI' Is a Bad Look * (34:10) - 2-Year AI Roadmap: Think Strategically, Reflect Often, Stay Safe * (36:20) - Going from 0 to 10K MRR: Learn to Sell, Test Pricing, and Stay Focused * (38:53) - Bootstrapping with AI: Don’t Waste Model Credits, Focus on ROI * (39:32) - Scaling to $10M ARR with AI: Ecosystem Marketing & Creator-Led Trust * (40:47) - Recap: AI Workflows, POCs, LinkedIn Automation & Strategic Thinking * (42:35) - Connect with Guest Maja Voje on LinkedIn * (42:58) - Subscribe to the GTM Strategies Newsletter on Substack * (43:28) - Final CTA: Review the Show, Sponsor, Ask Questions, and Connect

What’s the secret behind B2B SaaS sales growth and how can outbound strategies be used to scale revenue efficiently? When it comes to growing a B2B SaaS company, not all sales leads are created equal. Inbound leads, those who find you through marketing efforts or referrals [https://www.getreditus.com/podcast/s6e18-the-3-step-gtm-playbook-to-grow-your-saas-from-e0-to-e1m-arr-with-alexander-estner/], already have some level of trust. They’ve seen your website, maybe read a blog post or two, and are at least familiar with your brand. Outbound leads, on the other hand, have no idea who you are. You’re reaching out to them cold, and they’re likely skeptical from the start. That’s why trust becomes your most important asset in outbound sales. In this episode of the Grow Your B2B SaaS Podcast [https://pod.link/1670431932], brought to you by ⁠SaaStock [https://saastock2025-registration.personatech.com/?spId=YTU1ZGVjMDUtMWJjYS00YzQwLTk4OWUtMzYxMWMxNjdhOGFi]⁠, Joey Gilkey [https://www.linkedin.com/in/joeygilkey?lipi=urn%3Ali%3Apage%3Ad_flagship3_profile_view_base_contact_details%3Bh1Tx1Qm8ReGNRd4%2BVjLmtw%3D%3D], CEO of Titan X [https://titanx.click/joey-li], explains that outbound sales require a different mindset. You're not just selling a product; you're building a relationship from zero. In outbound, your first impression matters more than ever. That process starts with establishing credibility right away. Without trust, even the best SaaS product won’t make it through the noise. As a valued listener of the Grow Your B2B SaaS podcast, we’ve got something special for you! As a valued participant, you have the exclusive opportunity to get a 30% discount on tickets to SaaStock Europe this October - the leading conference for AI & SaaS founders, investors, and leaders. [https://saastock2025-registration.personatech.com/?spId=YTU1ZGVjMDUtMWJjYS00YzQwLTk4OWUtMzYxMWMxNjdhOGFi] Key Timecodes * (0:00) – Introduction: Building Trust in Outbound vs. Inbound Sales * (0:51) – Scaling Revenue in B2B SaaS: Proven Outbound Strategies * (1:30) – Joey Gilkey’s Irresistible Offer for Increasing Connect Rate * (1:55) – Joey’s Outbound Story: From Services Company to SaaS * (3:00) – Launching TitanX: Zero to Five Million in 12 Months with Outbound * (4:04) – The Compounding Effect of LinkedIn and Outbound Strategies * (4:57) – Defining Outbound in the Modern B2B SaaS Context * (5:53) – Common Challenges in Scaling Revenue for SaaS Companies * (6:50) – The Four Fundamentals of Outbound: List, Message, Rep, Follow-up * (8:21) – Importance of Targeting the Right Companies and Titles * (9:44) – Structuring an Outbound Strategy for Success * (10:42) – Accounts First, Then People: Tailoring Messaging to Personas * (11:40) – Messaging That Resonates: Understanding Different Pain Points * (12:35) – Evaluating Rep Performance and Funnel Math * (13:24) – Follow-up Systems: The Buckets Framework * (14:30) – Understanding the Six Buckets in Outbound Strategy * (16:49) – Retargeting and Ads: Leveraging CRM Systems for Follow-up * (17:34) – Choosing the Right Outbound Channels: Phone vs. LinkedIn * (18:50) – Phone as the Tip of the Sphere: Conversational Advertising * (20:10) – Scaling Outbound: The Advantage of High Connect Rates * (21:07) – Combining Outbound and Inbound for Effective Nurturing * (22:06) – Common Pitfalls in Outbound: Focusing Too Much on Meetings * (23:13) – Surveying the Market: Understanding Buyer Readiness * (24:57) – Phone Outbound as Advertising: Focusing on Conversations * (25:14) – Handling Seasonality in Outbound: Deliverability vs. Receptivity * (26:16) – High-Impact Tactic: Prioritizing Meaningful Conversations * (27:41) – Apple's iOS Update: Impact on Outbound Phone Calls * (29:05) – Future of Outbound: Predictions for the Next 2–3 Years * (30:09) – Preparing for the Future: Self-Sourcing Pipeline & Sales Dev * (32:50) – Advice for SaaS Founders: From $0 to $10K MRR * (34:59) – Scaling from $100K to $10M ARR: Founder’s Key Strategies * (37:04) – Final Thoughts: Best Practices in Outbound & Revenue Growth * (40:22) – Conclusion: Key Takeaways and Recap (42:34) – Contact Information and Closing Remarks