B2B marketing's channel diversification playbook for SaaS Hoarders

Nov 12, 2026 · Topline
🎧 PodShort 22 min squeezed to 2 Saas hoarderSA Marketing Automation New
Episode artwork
John Short
Founder at Compound Growth Marketing
Topline
22 min squeezed to 2
Full episode from Topline
Quotable Moments

There's an opportunity for agencies to act as intermediaries, collecting data and understanding market trends to help deploy capital efficiently for businesses.

John ShortFounder at Compound Growth Marketing
02:37

There's been an over-reliance on LinkedIn for B2B lead generation, prompting companies to explore new channels like CTV, Meta, Reddit, and TikTok.

John ShortFounder at Compound Growth Marketing
04:40

The 'hard things' taught me how to manage up and understand what the founder was going through, and how to fit my role into the broader mission.

John ShortFounder at Compound Growth Marketing
20:35
Key Insights
  • The B2B SaaS market experienced a massive influx of capital in 2023, leading to increased competition for marketing talent and demand.
  • There's an opportunity for agencies to act as intermediaries, collecting data and understanding market trends to help deploy capital efficiently for businesses.
  • Specializing in specific verticals like cybersecurity allows agencies to deeply understand buying committees and decision-makers, informing channel strategy.
  • There's been an over-reliance on LinkedIn for B2B lead generation, prompting companies to explore new channels like CTV, Meta, Reddit, and TikTok.
  • CTV (Connected TV) is an emerging channel with significant inventory growth, offering strong ROI for B2B companies willing to create high-quality video assets.
  • While some B2B marketing channels may have historically been perceived as B2C, they are now showing strong performance for B2B acquisition, especially in upper-funnel stages.
  • Transitioning from an org chart-based approach to a roles and responsibilities framework can be more effective for growing businesses, allowing for flexibility and clearer ownership.
  • Defining clear KPIs and mapping them to the marketing funnel, with accountability at each stage, is crucial for demonstrating measurable impact and driving growth.
Metrics Mentioned
  • Late-stage software investment growth from $4 billion in 2013 to a peak of $120 billion in 2021. (This illustrates the massive capital influx into the software market.)
  • Google Ads CPCs experiencing significant inflation. (This is a driver for seeking alternative marketing channels.)
  • CTV (Connected TV) ad inventory growth and stable pricing. (This indicates an opportunity for B2B advertisers.)
  • Targeted B2B growth expectations: 20% for private equity-backed, 50% for growth equity, and 100-400% for VC-backed companies. (These benchmarks inform marketing strategies and performance expectations.)

RevBots.ai View:

  • SaaS Hoarders drowning in point solutions should audit channel ROI before adding more tools.
  • Vertical specialization (like cybersecurity) helps cut through noise in ARM-stage companies.
  • CTV adoption signals AI Sprinkler tendencies: new tech bolted on without full funnel integration.
  • KPI mapping is table stakes for Tab Hoppers transitioning to measurable growth systems.
🎧Full Episode:Topline →