In this episode of Marketing Tips, we sit down with 5X SaaS CMO Steve Keifer to unpack the uncomfortable truth about modern marketing: everyone is doing the exact same thing. So how do you actually stand out?
Steve takes us inside his 25+ year playbook for scaling SaaS companies from <$1M to $1B+, building $100M business units, and developing go-to-market strategies that actually work. From quadrupling outbound results to building communities that drive pipeline, he shares actionable, no-BS advice you won’t want to miss.
What you'll learn:
Why copy-paste go-to-market plans don’t work — and what to do instead
How Steve beat SAP and Oracle with thought leadership and a folding chair
The ROI of community in B2B SaaS (hint: it’s not just “brand”)
3 outbound plays that are crushing it right now (and why AI SDRs aren’t there yet)
How to qualify leads with BANT to improve your close rate
What to audit first when a CEO says “we need to grow faster”
Actionable takeaways:
1. Stand out by doing 10-20% of your marketing differently — Don't just optimize what everyone else is doing.
2. Use semi-automated tools with a human loop to supercharge outbound without burning your brand.
3. Pay for people’s time — whether it's a G2 review or a discovery call, the right offer breaks through the noise.
4. Track BANT at the demo stage to diagnose issues beyond just lead quality.
5. Don't write off Q3 — counterintuitive campaigns during quiet seasons can be a secret weapon.