#265 Non-SaaS Marketing | In this episode, Matt sits down with Sandra Rand, a fractional head of marketing who works with early-stage, non-SaaS B2B companies. She’s led marketing for PE-backed, self-funded, and services-based businesses, where big budgets and SaaS-style playbooks aren’t the norm. She’s also building the Non-SaaS Marketers subgroup inside Exit Five to support others facing the same challenges.
Matt and Sandra cover:
- How non-SaaS teams drive growth without demos, PLG, or huge lead volume
- Why events, word of mouth, and referrals often outperform funnels in these orgs
- Tactical ideas for gifting, partnerships, and pipeline-building on a lean budget
Whether you work in SaaS or not, you’ll walk away with creative, scrappy strategies to build trust and drive results in B2B.
Timestamps
- (00:00) - – Intro
- (02:38) - – Why Exit Five launched the Non-SaaS group
- (07:58) - – What makes non-SaaS marketing different
- (11:18) - – Budgets, sales cycles, and team structure
- (16:08) - – Why brand and trust matter more
- (18:18) - – Events > funnels in non-SaaS
- (27:10) - – How to build brand on a budget
- (32:40) - – Word-of-mouth and referral tactics
- (37:20) - – Gifting and relationship-driven growth
- (43:20) - – Scrappy, creative plays that actually work
- (48:50) - – What’s next for the Non-SaaS community
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