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Free playbook

The B2B SaaS marketing playbook that takes you from no customers to repeatable pipeline

You built the product, and you know the industry it serves. Getting strangers to find it, understand it, and buy it is a different discipline, and most founders were never taught it.

This playbook is a full course in B2B SaaS marketing for founders doing it for the first time: what to build, in what order, and how to know it's working. Read it start to finish, or jump straight to the problem in front of you.

8 modules, 26 lessons One new lesson every week Free, no signup required

Let me walk you through it

I'll send you a new lesson every week. Each one takes a real marketing problem and shows you exactly how to fix it.

Read it in order

The modules run in the order I'd actually do the work. Start at module 1 and go straight down the list.

Or jump to your problem

You can also start with whatever module covers what's broken. Every lesson stands on its own.

Still being written

Lessons marked coming soon aren't out yet. Sign up above and I'll email you each one the day it's published.

The playbook

Eight modules, from positioning to hiring help

Module 1

Start here

What this playbook is, who it is for, and the five systems the rest of it is built around.

You built the product. Now nobody knows it exists.Why capable founders feel lost at marketing, and how to use this playbook. Coming soon
The five systems every B2B SaaS needsPositioning, conversion, demand, measurement, leverage. Diagnose which one is your bottleneck today. Coming soon

Module 2

Positioning and strategy

Before any channel or tactic: decide what you sell, to whom, and why it wins. Skipping this is why the later work underperforms.

Positioning for founders: why nobody gets your productWhat positioning actually is, and how to do the first pass yourself this week. Coming soon
Pick a beachhead: choosing your first customer segmentRuling out buyers feels wrong, but a narrow segment is what makes your pitch specific enough to close. Founders who come from their industry already know where to start. Coming soon
From feature list to one storyThe message hierarchy: problem, stakes, change, proof. Why "AI-powered platform for X" says nothing. Coming soon
The one-sentence pitch testIf a stranger cannot repeat what you do after one sentence, every page and ad after it loses buyers who never understood what you sell. Coming soon

Module 3

Make your website convert

Fix conversion before you buy traffic. Until the site converts, you pay for the same visitor twice: once to get them there, again to win them back.

The 5-second homepage test most SaaS startups failWhat a visitor must know above the fold, in what order. Coming soon
Anatomy of a landing page that convertsA section-by-section blueprint, with every section aimed at the one action you want the visitor to take. Coming soon
Demo, trial, or waitlist: picking your conversion pathWhich call to action fits how you sell and what you charge, and where founders add friction without noticing. Coming soon
Social proof when you have three customersHonest ways to borrow credibility before you have a row of customer logos to show. Coming soon

Module 4

First customers without a budget

Ways to get customers that cost time instead of money, and that work because the founder is the one doing them.

Founder-led outbound: cold email that gets repliesProspects reply to a founder's own email far more often than to a rep's, because they are hearing from the person who built the product. How to build the list, write the four-sentence email, and follow up without nagging. Coming soon
LinkedIn for founders who hate postingA sustainable system: what to share, how often, and what to skip entirely. Coming soon
Communities, directories, and partnerships that send real buyersYour buyers already gather in industry communities and directories. Go where they are instead of where marketers are. Coming soon
Launches are a channelHow to run a launch bigger than one post, and how to launch the same product more than once. Coming soon

Module 5

Repeatable demand

Moving from outreach you send by hand to channels that produce pipeline even in weeks you never touch marketing.

Demand gen vs. lead gen: the difference that decides your CACWhy hitting lead-count targets fills sales calendars with people who will never buy, and what to build instead. Coming soon
Bottom-funnel first: content for a product nobody searches for yetNobody searches your product's name yet, but they do search the problem and your competitors. Start there instead of publishing volume. Coming soon
Competitor and alternative pagesThe highest-intent content you can publish this month, and the guardrails that keep it truthful. Coming soon
Are you ready for paid ads? A checklist most startups failThe prerequisites, and what to do with the money if you fail it. Coming soon
Follow-up email for people who didn't buy todayMost of your pipeline is "not yet." A minimal setup: a welcome email, a nurture sequence, and one email for people who went quiet. Coming soon

Go deeper

How to build a B2B SaaS demand engine from scratchThe full order of operations, from a first marketing hire who did it. B2B SaaS SEO with AIHow a small team builds organic into a top revenue channel.

Module 6

Measurement

Enough tracking to make good decisions, and not one report more.

The one-day analytics setup for early-stage SaaSAnalytics, CRM, and conversion events, done in a day. No consultant. Coming soon
Metrics that matter before $1M ARRPipeline, win rate, payback. Not followers, impressions, or lead counts. Coming soon
"Where did this customer come from?"Getting an honest answer while you are still small enough to ask every customer, no attribution modeling required. Coming soon

Go deeper

Multi-touch attribution for early-stage SaaSFirst-touch attribution lies. Track two things instead of a fancy model. How to build a custom marketing dashboard with Claude CodeStop losing a day a month to manual reporting.

Module 7

Leverage: AI and getting help

Everything above is a full-time job. This module is about the honest math of doing it yourself, and the ways out.

The real cost of DIY marketing: founder time mathWhat running every system in this playbook takes per week, and the three ways out: learn it, hire it, or bring in a specialist. Coming soon
AI won't do your marketing, but it changes who you needWhat AI genuinely compresses, what it can't, and what that means for your first hire. Coming soon
Your first marketing hire: who, when, and the mistakes that cost a yearThe hiring sequence, and why a junior generalist first is the classic trap. Coming soon

Go deeper

Fractional marketing leader vs. your first full-time hireAn honest framework from someone who has done both. AI marketing automation for B2B SaaSThe playbook behind a two-person team that ships like a bigger one. 11 marketing tasks early-stage SaaS teams should automate with AIThe tasks to hand off, with the before-and-after on each. How to build an AI-native marketing stack on a startup budgetThe lean stack, by layer, and what to skip.

Module 8 · Capstone

The 90-day plan

The whole playbook compressed into one sequenced plan you can start Monday.

Your first 90 days of marketingWeek-by-week milestones, each building on the last. Coming soon

Or skip ahead

Want this done for you?

Everything I teach in this playbook is work I do myself for early-stage SaaS teams. In the two-week growth diagnostic, I find your bottleneck and give you a 90-day roadmap built on your numbers.

See the growth diagnostic Start a conversation