Marketing Was Built for a Pre-AI World For most of B2B SaaS history, marketing scaled through headcount. Writers wrote. Designers designed. Digital specialists ran campaigns. A CMO coordinated it all. Execution was expensive, slow, and human-dependent. So companies hired people to produce output. That logic no longer holds. In the AI world, execution is cheap. Systems are scarce. Marketing is no longer constrained by the ability to create. It is constrained by the ability to

In B2B SaaS, brand is often dismissed as "hard to measure." The logic usually goes like this: product features, performance metrics, and technical documentation drive decisions. Brand is just perception. And perception doesn't show up in revenue reports. This assumption feels rational. It is also incomplete. In reality, the rational justification comes after the perception is formed. The brand creates the initial frame. That frame determines how every rational signal is inter

Once founders accept that the brand is not just a marketing layer but a growth system, the next question appears almost immediately: Where do we actually start? This is the point at which many B2B SaaS companies unintentionally derail their work. They start with a website refresh. With messaging workshops. With visuals and campaigns. A pre-built brand book or templates, created before the foundation exists, and used more as decoration than direction. All of that is execution

In B2B SaaS, brand is often approached differently than it might be—not because it is a new concept, but because it has historically been framed through the wrong lens. For a long time, the dominant assumption was simple: In B2C, you sell to people, so decisions are emotional and brand matters. In B2B, you sell to companies, so decisions are rational and product matters more. This distinction is understandable. But it misses something fundamental. In reality, there is no such

In B2B SaaS, the product comes first. Always. When a founder is at the ideation or early validation stage, the work is not about narrative, differentiation, or category leadership. It is about survival. Does this product solve a real problem? Can it be built? Will someone pay for it? At this stage, talking about brand strategy often feels premature. And in most cases, it is. There is nothing stable enough to formalize. The product is still evolving. The value proposition is s

You’ve heard it before: "We need a strategy." And that’s true. Every successful marketing team needs a strong strategy to stay focused,...

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When someone inquires about a brand, our minds may rapidly generate a selection of names, colors, or recent interactions with the company...

AI has become a hot topic for the last few months, especially due to the ChatGPT release. Only lazy people don't talk about this. There...

A marketing brief is an important document for starting a marketing project. It also helps to align internally in the company on what you want to achieve as a marketer with the specific task. What is a marketing brief? A marketing brief - is a document describing the marketing task, usually used to request marketing services from a 3-rd party company - marketing agency. What is the best format for a brief? Depending on the task and personal preferences, you can use a Word doc