GTM insights
Whitepapers
Found in the Answer: How AI Search Is Changing the Way B2B Buyers Discover SaaS Vendors
B2B software buyers increasingly start their research by asking an AI assistant, not by clicking through search results. The shortlist is often formed inside the answer, before a buyer visits any vendor website. SaaS companies now need to be described accurately and consistently wherever AI tools learn about them, and measure influence, not only clicks.
2026-10-20 · Read →The Efficient Growth Playbook: Why B2B SaaS Pipeline Costs More, and What Teams Can Do About It
For many B2B SaaS companies, each new customer now costs more to win, buying decisions involve more people, and boards judge growth by how efficiently it is achieved. The answer is rarely one new channel. It is tightening the whole go-to-market system: who you target, how marketing and sales hand over, and how much revenue you keep and grow from existing customers.
2026-10-19 · Read →AI Agents in the Go-to-Market Team: Where They Help, and Where People Must Stay in Charge
AI agents can now carry out multi-step work across tools, not just write text. In B2B SaaS go-to-market teams they are most useful for repeatable work such as research, reporting, content operations and data upkeep. Positioning, key customer relationships and judgement calls still need people. The teams getting value start with one narrow workflow, keep a human review step and measure the result.
2026-10-18 · Read →Case studies
From Search to Signed Deal: How a Product Page Became an Enterprise Revenue Source for a Lending Software Suite
A global banking-technology SaaS provider rebuilt the landing page for its loan origination product around the questions bank buyers actually search for. An organic enquiry that arrived through the page went on to become one of the company's largest deals the following year, showing that search-led product pages can influence enterprise revenue, not just traffic.
2026-10-17 · Read →One Story, Three Regions: Bringing a Portfolio of Lending Software Launches to Market
A global banking-technology SaaS provider needed to launch a series of lending products and features across the US, EMEA and APAC. By agreeing one positioning per launch and a repeatable launch asset blueprint, the team aligned product owners, subject-matter experts and regional marketers, and gave sales consistent material for every release.
2026-10-16 · Read →Replacing Manual Content Audits with AI Agents in a Global Marketing Team
A global banking-technology SaaS marketing team spent significant time manually checking web content for accuracy, freshness and quality. Automated workflows in n8n and AI agents in Microsoft Copilot Studio took over the repetitive checks, newsletter preparation and language adaptation, with people reviewing every output. Manual audit effort fell and the team could spend more time on improving content rather than finding problems.
2026-10-15 · Read →From Raw Campaign Data to Weekly Decisions: A Marketing Performance Dashboard and Budget Guardrails
A global banking-technology SaaS marketing team had campaign, web and CRM data spread across several tools, and no single view of what was working. A purpose-built dashboard brought it together with week-over-week, month-over-month and quarter-over-quarter views, delivered in a fraction of the time originally planned. A simple set of budget guardrails then turned those insights into consistent spend decisions.
2026-10-14 · Read →Articles
Your Product Isn't the Problem: The 6 GTM Systems That Quietly Break Pipeline
When a strong B2B product misses its pipeline targets, the cause is rarely the product or a single channel. It's usually one of six connected GTM systems: audience, positioning, demand, conversion, sales enablement, or operations. Diagnose which one is the bottleneck before you change tactics.
2026-10-13 · Read →Stop Using AI as a Typewriter: Redesign Your Marketing Operation Around Agents
Most marketing teams use AI to write faster. The real leverage is redesigning multi-step marketing work, such as research, audits, reporting and enablement, as AI workflows with clear stages, guardrails and a human approval step. Start with one repetitive, high-value job, measure the hours it saves, then scale.
2026-10-13 · Read →Build Your Ideal Customer Profile From Evidence, Not Instinct
A useful ideal customer profile (ICP) is built from evidence: the patterns in who closed fastest, paid most and stayed longest, checked with customer interviews. Score segments on fit, urgency, value and reachability, then turn the result into concrete targeting and qualification rules that marketing and sales share.
2026-10-13 · Read →