S7E11 - B2B SaaS Growth Strategy 2026: Scaling with AI Agents & Growth Loops With Mark Appel

Nov 11, 2025

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Recorded live at the SaaS Summit in Amsterdam, this episode of the Grow Your B2B SaaS Podcast dives into a focused conversation with Mark Appel, Chief Marketing Officer at Sendcloud. As one of Europe’s fastest-growing B2B SaaS platforms, Sendcloud operates across eight European markets, generating close to 60 million in annual recurring revenue with a team of about 450. In this discussion, Mark reveals how Sendcloud approaches international scaling, builds cross-functional go-to-market alignment, identifies and prioritizes compounding growth loops, and integrates AI agents across marketing and GTM operations. He also reflects on what he would do differently if he could rebuild a SaaS go-to-market motion from scratch, what early-stage founders should focus on to reach their first 10K MRR, and how to evolve from feature-led messaging to a brand-led narrative on the path to 10 million ARR.

Key Timecodes

(00:00) – Intro: Scaling B2B SaaS, Growth Loops & AI GTM 2026

(01:10) – Guest Intro: Mark Appel, CMO of Sendcloud

(01:39) – Company Snapshot: €60M ARR, 450 Employees, 8 Markets

(02:20) – 2026 Focus: International SaaS Scaling Strategy

(02:36) – Cross-Functional GTM: Marketing, Sales & CS Alignment

(03:26) – GTM Motion: Hybrid PLG + SLG in B2B SaaS

(03:39) – Finding Growth Loops Across 8 Countries

(04:34) – Working Growth Loops: Demand to Revenue Flywheel

(05:15) – Platform Network Effects: Merchants, Carriers & Partners

(06:13) – Built-in Virality: Tracking Emails as Growth Channel

(06:51) – Ad Break: Reditus Affiliate & Referral Growth

(07:35) – AI for GTM 2026: AI SDRs & Marketing Agents

(08:50) – AI Implementation: Challenges & Early Adoption

(09:55) – Biggest GTM Shift: Retention, Expansion & Automation

(10:22) – PLG in Product: Driving Adoption via In-App Prompts

(11:40) – Rebuilding GTM: Cross-Functional Pods by Segment

(12:41) – Segmentation: Startup to Enterprise Strategy

(13:21) – Future Growth Loops: Consumer Visibility for SaaS

(14:41) – 0 to 10K MRR: In-Market Demand & Search Campaigns

(15:34) – 10K MRR to €10M ARR: Brand-Led SaaS Growth

(16:03) – Connect with Mark Appel: LinkedIn & Email

(16:18) – Outro & CTA: Subscribe, Sponsor & Learn via Reditus