SaaS Backwards - Reverse Engineering SaaS Success
Join us as we interview CEOs and GTM leaders of fast-growing SaaS and AI firms to reveal what they are doing that’s working, and lessons learned from things that didn’t work as planned. These deep conversations dive into the dynamic world of SaaS B2B marketing, go-to-market strategies, and the SaaS business model. Content focuses on the pragmatic as well as strategic, providing a well-rounded diet for those running SaaS firms today. Hosted by Ken Lempit, Austin Lawrence Group’s president and chief business builder, who brings over 30 years of experience and expertise in helping software companies grow and their founders achieve their visions. Full video and shorts on YouTube at https://www.youtube.com/@SaaSBackwardsPodcast
SaaS Backwards - Reverse Engineering SaaS Success
Ep. 176 - Your $1M+ Media Budget Deserves Better
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Guest: Courtney Hiller, Founder of All Points Agency --
You wouldn’t hire one person to build your product, sell it, and run support. So why are B2B SaaS companies still expecting one marketer to manage a million-dollar media budget?
In this episode, Courtney Hiller, founder of All Points Agency, joins host Ken Lempit to break down how to build a modern media engine that actually performs—and why yesterday’s paid strategy won’t cut it in 2025.
Key insights from this episode:
- Why splitting strategy, creative, and media buying unlocks performance
- What most in-house teams get wrong about channel mix and audience targeting
- How to fix attribution when your sales cycle is 6–12 months
- Why creative volume—not just creative quality—is the new growth lever
- How to use Reddit, Meta, and programmatic without wasting your budget
If you’re a B2B SaaS CMO or CRO managing six-or seven-figure ad spend, this episode will help you rethink your team structure, channel strategy, and ROI expectations.
Referenced in the episode:
How Brand Building and Performance Marketing Can Work Together - Harvard Business Review
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