Grow Your B2B SaaS

In this special live episode from SaaS Summit Benelux in Amsterdam, Joran sits down with Roelof Otten, founder of SaaSmeister, to explore How PLG Will Change in 2026: AI Agents, Onboarding & Hybrid GTM. Together, they break down the biggest shifts coming to B2B SaaS go-to-market—from the rise of hybrid motions and the evolution of sales roles to the transformative impact of AI-powered demos, agents, and conversational interfaces.Roelof shares actionable, stage-specific insights for founders at every level. You’ll hear why PLG is becoming a company-wide strategy instead of a product feature, how onboarding is expanding beyond the UI, why freemium is harder for AI-native products, and what it really takes to build data tracking that supports growth instead of slowing it down.Whether you’re moving from sales-led to product-led, building a hybrid GTM, or preparing your SaaS product for an AI-first future, this episode offers a clear roadmap for navigating the changes ahead and meeting buyers where they want to be in 2026.Tune in to learn how to implement PLG effectively, empower your sales team in a consultative model, integrate AI responsibly, and build growth loops that compound over time.Key Timecodes(0:00) – B2B SaaS, PLG, AI onboarding, AI demos, product-qualified pipeline, GTM 2026, SaaS Summit(0:52) – B2B SaaS podcast(0:58) – Roelof Otten, SaaSmeister, PLG(1:07) – GTM 2026, PLG trends(1:42) – Hybrid GTM, PLG, sales-led(2:36) – AI GTM, AI agents, AI demos(3:12) – Interactive demos, AI sales assistant(3:50) – Buyer enablement, AI demo(4:20) – In-product AI, trial support(4:36) – PLG transformation, sales alignment(5:21) – Consultative sales, upsell, PQLs(5:43) – PLG funnel, activation, expansion(6:00) – Conversational UI, AI UX(6:52) – UX transition(7:25) – AI platform, data layer, models(7:37) – MCP, AI integrations, ChatGPT, Claude(8:10) – AI privacy, security, compliance(8:46) – Build vs buy AI, LLMs(9:22) – PLG first, SaaS trial(9:38) – Reditus, SaaS affiliate(10:22) – AI costs, freemium(10:35) – Freemium strategy, CAC, churn(11:39) – Referrals, partnerships, affiliate growth(12:33) – In-app referrals, incentives(13:06) – Onboarding, nurture, reactivation(13:57) – Signup friction, JTBD, ICP(14:57) – Personalized onboarding(15:14) – Founder-led sales, JTBD, messaging(15:45) – ICP focus, activation metrics(16:39) – Product analytics, event tracking(17:01) – Roelof Otten, SaaSmeister(17:15) – Podcast outro, sponsor, Reditus

In this episode of the Grow Your B2B SaaS podcast, recorded live at the SaaS Summit Benelux in Amsterdam, host Joran sat down with Richard Schenzel from AtScale. Richard and his team act as operating partners for B2B SaaS companies, helping them build, structure, and scale sales operations with a strong focus on improving performance.The conversation centered on how go-to-market (GTM) strategy is changing in 2026. From the rise of blended motions and the evolving role of ACV across PLG and sales-led setups, to how AI will reshape the entire funnel—Richard shared a pragmatic view into what will separate the SaaS companies that scale successfully from those that fall behind. He also explained why now is the time for deep introspection, how to audit your GTM machine, and why roles like SDR/BDR must be rethought in an AI-driven world.Key Timestamps(0:00) – The 2026 B2B SaaS GTM Shakeup: AI, PLG vs Sales-Led & ACV Truths(0:00) – Meet Richard Schenzel: The B2B SaaS Sales Ops Performance Architect(0:01) – GTM in 2026: AI-Driven Plays, Blended Motions & ACV Strategy(0:02) – Why 2026 Demands a Full GTM Audit: Blended Motions + ACV Reality(0:02) – PLG vs Sales-Led: How ACV Decides Your Entire GTM Motion(0:03) – The New Era of Efficient SaaS Growth: AI, Margin & Sales Efficiency(0:04) – Bow-Tie Model Power: Where AI Creates Massive GTM ROI(0:04) – Automate Your Sales Engine: AI Intent, Scoring, SDR Workflows & CS(0:05) – The 2026 SDR: Human Connection Beats Sequencing Automation(0:06) – 2026 Headcount Reset: New SDR/BDR, AE & RevOps Roles(0:07) – Train the Machines: Why People Still Win in AI-Driven GTM(0:07) – Ad Break: Reditus – The AI Affiliate Engine for B2B SaaS(0:08) – What Will Make SaaS Winners in 2026: Adapt Fast or Fall Behind(0:09) – The 2026 Mindset Shift: Stop Fixing Yesterday, Pivot Faster(0:09) – The GTM Implementation Blueprint: Mission → Strategy → Tech → People(0:11) – The “If It Ain’t Broke” GTM Trap: How to Spot Hidden Failures(0:11) – The Ultimate SaaS GTM Audit: 1–5 Scoring Across Every Function(0:13) – Bow-Tie Data Mastery: Fix GTM Bottlenecks Faster With AI(0:14) – From 0 → 10K MRR: ICP, Feedback Loops & Avoiding Enterprise Traps(0:16) – Scaling to $10M ARR: ICP Alignment, Feature Pruning & $100M Roadmap(0:17) – Evolving Your ICP: Stay True to Your Customer & Your Mission(0:17) – Connect With Richard Schenzel on LinkedIn

SaaS monetization in 2026 is being reshaped by smarter tiering strategies, flexible usage-based models, AI-powered add-ons, and bold pricing experiments that help companies grow revenue while meeting evolving customer expectations. In this episode of the Grow Your B2B SaaS podcast, host Joran speaks with Krzysztof “Chris” Szyszkiewicz, the co-founder of ValueShips, a boutique pricing consultancy that works primarily with technology companies, particularly within SaaS and AI. The conversation, recorded live at the SaaS Summit in Benelux, explores where SaaS pricing is heading in 2026 and how companies can gain an advantage by rethinking monetization, packaging, and expansion strategy.Chris offers practical insights on output and success-based pricing, the rise of AI add-ons, the importance of structuring tiers based on willingness to pay, and the need to view pricing as a continuous process. He also explains how to run pricing experiments, avoid common traps, and use straightforward frameworks to protect margins, especially in AI-driven products where usage costs can escalate quickly. For any SaaS company preparing for growth in 2026, this discussion provides a grounded and actionable blueprint for building a pricing system that supports scale.Key Timestamps(0:00) – SaaS Pricing in 2026 Is Gonna Get Wild(0:53) – Live From SaaS Summit Benelux(0:57) – Meet the Pricing Guy Behind ValueShips(1:11) – What Will SaaS Pricing Look Like in 2026?(1:19) – Expansion Revenue Is the New Growth Hack(2:32) – Scale Smarter With Usage Metrics(3:45) – Stop Guessing: Do Real WTP Research(4:10) – Switching to Hybrid Pricing Without Chaos(4:23) – Test AI Add-Ons Before Going All-In(5:43) – The New AI-Native SaaS Models(5:58) – Freemium Isn’t Free(7:08) – Booking.com-Style Pricing Comes to SaaS(8:04) – Pricing Is a Process(9:44) – Ad Break: Reditus(9:57) – A/B Test Your Pricing Like a Pro(10:30) – How to Test Pricing on Existing Customers(11:38) – The Churn Math You Must Know(12:41) – The Most Expensive Pricing Mistakes(13:45) – Don’t Blow Up Your Pricing Model for AI(14:47) – When Credits Pricing Works(15:01) – Keep AI Costs From Killing Margins(16:10) – Utility-Style Billing 101(16:48) – Early-Stage Pricing to Hit 10K MRR(18:15) – Scale to $10M ARR Without Revenue Leaks(19:24) – Final Takeaways(19:27) – Connect With Chris(19:40) – Outro & Subscribe

Join Romy de Groot, Chief of Staff at Atlassian, as she shares insights from her dynamic career at Atlassian and Booking.com. She dives into the future of B2B SaaS in 2026, emphasizing the crucial role of AI adoption and innovative pricing models. Romy discusses the decline of traditional freemium models, the shift to value-based pricing, and the need for efficient growth strategies. She also addresses how automation will transform hiring needs and stresses the importance of speed in a competitive landscape for startups.

Scaling SaaS in 2026: AI, Talent, and the Future of People Operations is becoming a core focus for growing B2B companies as AI reshapes how teams work, how customers buy, and how leaders build the next generation of SaaS organizations. In this episode of the Grow Your B2B SaaS podcast, recorded live at SaaS Summit Benelux in Amsterdam, host Joran speaks with Hotske Wesselius about how AI will reshape scaling in 2026. With a background in marketing and a career shift into people and talent acquisition, Hotske supports SaaS companies in hiring and retaining top talent. Their discussion explores how AI is changing the buyer journey, customer success, people management, culture, team structures, search behavior, partnerships, go to market strategies, efficiency, and the overall pace of competition. The theme is consistent. AI will not remove the need for people, but it will transform how teams work, what skills matter, and how leaders manage and support their organizations. The episode also offers advice for founders at various revenue stages and the mindset shifts needed to thrive in a fast changing environment.Key Timecodes(0:00) – AI Breakthrough Intro: B2B SaaS in 2026, Scaling, Buyer Journey, Customer Success, People Leadership(0:47) – Talent Secrets: Hotske Wesselius on Marketing, Recruiting, Hiring Top SaaS Talent(1:12) – Scaling Revolution: What Will Separate Winning B2B SaaS in 2026 (AI-Driven Orgs)(1:26) – Skill Upgrade: New Capabilities for the AI Era — Agents, Enablement, Leadership(2:13) – Buyer Shift: AI Search, Findability, and Customer Support Automation(3:11) – Data Reality Check: People Analytics Built on Engagement + Results(3:33) – Automation Wave: Headcount vs AI, Cognitive Tasks, Reporting, AI “Brain” Roles(4:31) – Human-in-the-Loop: Training, Building, and Governing AI Inside SaaS Companies(4:52) – Culture Reset: Designing Strong Company Culture in the Age of AI(5:29) – AI-First Shift: Changing Mindset at Scale (Miro Example)(5:56) – Leadership Hack: Using ChatGPT for Feedback, Tone, and Empathetic Communication(7:03) – Hyper-Personalization: Tailoring Communication via Personality Types (DISC)(7:44) – Empathy Engine: How AI Improves Manager Communication & Employee Experience(8:15) – Pro Tip: Use AI as Your Personal Empathy Coach(8:29) – Sponsor Spotlight: Reditus — B2B SaaS Affiliate & Referral Growth(9:25) – Efficiency Mode: Growing Fast in 2026 with AI Automation

What will be the SaaS Pricing Strategy 2026? In this episode, Joran sits down with Tjitte Joosten—known as T.J.—to discuss the evolving world of SaaS pricing and how founders can adapt to change without losing momentum. T.J. works full-time in pricing and packaging for SaaS and AI companies. Before that, he spent years in early-stage ventures, helping them find product-market fit and close major deals. Those experiences taught him how to win large accounts without over-discounting and how to leave room for long-term growth.Through that process, T.J. discovered that pricing is not just about numbers but also about psychology and behavioral economics. The same solution can sell for $10,000 or $50,000 depending on the story told. After meeting his co-founder, who was already working in pricing, T.J. transitioned into it full-time—and it became his passion.Their conversation explores how SaaS pricing is evolving, how to experiment with models safely, when to raise prices, how to communicate changes effectively, and how freemium models may evolve in the AI era.Key Timecodes(0:00) - B2B SaaS & AI Pricing Expert(0:05) - TJ Joosten on Value Storytelling(1:13) - Future of SaaS Pricing 2026(1:28) - Why Hybrid Pricing Wins(3:10) - The Pricing Switch Risk(3:27) - Technical Debt of Pricing(5:15) - How to Test New Pricing(6:40) - Entitlement & Packaging(7:13) - When to Raise Prices(8:49) - Timing Strategy: Netflix Case(10:04) - Communicating Price Changes(11:10) - Freemium in the AI Era(12:33) - The Cost of Free Users(13:38) - From $0 to $10K MRR(14:42) - Scaling to $10M ARR(15:56) - The Founder’s Role in Pricing(16:32) - Connect with TJ Joosten

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

In a world where anyone can generate a “perfect” email with AI, does perfection even matter? According to Christopher Gannon, founder of Captivate Talent, what truly matters are the fundamentals: relationships, brand, and aesthetics. In this episode of the Grow Your B2B SaaS podcast, hosted by Joran from Reditus, Chris breaks down how startups should think about hiring go-to-market (GTM) talent, structuring teams, leveraging AI, and expanding into the US. This article summarizes their conversation into clear, actionable insights every founder should know.Key Timestamps(00:00) The Perfect Email Myth: Why Human Connection Still Wins(00:55) Meet the Masters of B2B SaaS Growth(01:31) Why Headcount Won’t Scale Your SaaS Revenue(01:51) From Filling Seats to Building a GTM Powerhouse(02:10) The Birth of Captivate Talent: A Founder’s Bold Pivot(03:33) The $1M ARR Question: When to Hire Your First GTM Pro(03:50) The Founder’s Dilemma: Sell It Yourself or Hire Early?(04:58) The Brutal Truth About Early-Stage Onboarding(05:39) Who Comes First—Sales or Marketing? The Real Answer(05:54) Never Outsource Your Superpower(07:20) Overhiring vs. Underhiring: The Startup Goldilocks Problem(08:16) The Rolodex Trap: Why Big Titles Burn Startups(09:22) Forget Titles—Hire for 12-Month Outcomes Instead(10:15) Inside the Ideal GTM Team Structure for SaaS Growth(11:08) The Secret Weapon: Your Customer Call Library(11:39) AI Is Taking Over GTM (But Here’s the Catch)(12:11) Beyond ChatGPT: How to Spot True AI Fluency(13:48) Reditus Break: The Affiliate Engine Powering B2B SaaS(14:11) How to Measure Real AI Impact in Your Workflows(15:06) “At the Table or on the Menu?” AI Skills That Protect Your Career(15:44) The Truth About GTM Hiring in a Post-Layoff World(16:24) Why Relationships Beat Perfect AI Emails Every Time(17:44) The Costly Mistake: Hiring an SDR for US Expansion(18:10) The Founder-Led Playbook for Cracking the US Market(19:09) The Full-Stack Expansion Model Every SaaS Needs(20:22) Stop “Testing” the US with One Hire—Here’s Why(22:08) PLG vs. Enterprise: When Remote Expansion Stops Working(23:33) Why Big Logos Abroad Don’t Impress US Buyers(24:24) US to Europe: How to Win with Local Talent and Presence(25:29) The Hidden Legal Maze of US Hiring(26:26) The Real Cost of US Expansion (and Cultural Fit)(28:34) The Culture Clash: Vacations, Burnout, and Commitment(29:21) Burn the Boats: The Only Way to Win in the US(30:12) The Future of GTM: How AI Is Rewriting Hiring Rules(31:16) From 0 to $10K MRR: Discipline Over Everything(32:47) From $10K to $10M ARR: Hire Ahead and Pay for Talent(36:49) Connect with Christopher Gannon and Captivate Talent

In the world of artificial intelligence and software as a service, companies are no longer just competing on features. In this episode of the Grow Your B2B SaaS podcast, Joran Hofman sits down with BetterPic founder Ricardo Ghekiere to discuss The B2B SaaS Nightmare and how SaaS founders can grow without recurring revenue. Companies today are also competing on how they price their products and how they scale. This episode highlights how one company made millions without using monthly subscriptions. Instead, they leveraged one-time payments, smart marketing, and simple but powerful strategies. You'll learn how they managed costs, raised prices, and succeeded through alternative growth channels. This episode is a must-listen for anyone looking to build or grow an AI business without relying on monthly payments.Key Timecodes(00:00) – Cracking AI Pricing: LTV, AOV & Unlocking Paid Channels(00:58) – $4M Without Subscriptions? BetterPic’s One-Time Revenue Model(01:44) – “Wait, No MRR?” Reactions to Explosive Non-Recurring Growth(02:18) – Revenue is Revenue: The SaaS Case for One-Off Cash Flow(02:46) – Inside BetterPic: AI Headshots, B2B vs B2C, and Single-Purchase Strategy(03:28) – Subscription Apps vs Specialized AI Headshots: Who Wins?(03:51) – Why Headshots Don’t Need Recurring Revenue + 45-Day Sprint Strategy(05:14) – Starting From Zero: The E-Commerce Mindset in SaaS(06:07) – From 70% COGS to 90% Margins: The AI-Native Advantage(06:44) – Building a Cost Moat: Raising Prices & Outspending Competitors(07:47) – Cutting GPU/API Costs: Internal AI Infra & Multi-Provider Routing(08:21) – The Recurring Revenue Goldmine in AI Infrastructure Optimization(08:36) – AI-Native vs AI Features: Pricing Pains of OpenAI APIs(09:36) – Why Buyers Choose AI-Native: QuickBooks vs Xero Example(11:02) – Open Source vs Closed LLMs: Pricing, Quality & Competitive Moats(11:52) – The Risk of No MRR: Surviving the Consumer AI Tsunami(13:18) – Pivot to Better Studio: Turning AI Headshots Into Recurring B2B(13:54) – Dual Engines: Scaling One-Time Sales While Building Recurring Revenue(15:16) – Fundraising Without MRR: Convincing Investors to Bet on the Team(17:10) – Startup Valuation: Group-Level Investment Across Two Brands(17:42) – How Low AOV Shapes Channel Strategy(18:57) – SEO & LinkedIn Hacks(19:56) – The Affiliate Engine: (20:42) – Stripe Upfront vs Net-30 Payments(21:04) – Designing High-Converting Affiliate Programs With Real Incentives(21:39) – Where the Affiliate Traffic Comes From: YouTube, Reddit, Display Ads(22:30) – SEO Benefits of Affiliates: Backlinks, Listicles, and Rankings(23:34) – LLM-Generated Listicles: Dominating Google & AI Discovery(24:16) – How a $49 AOV Made Google Ads Profitable(25:34) – Scaling Paid Channels: CAC, LTV, and AOV in Sync(25:59) – Paid Channel Stacking: The Compounding Effect in Growth(26:25) – No MRR? Fast Sales Cycles & Upfront Payments Explained(28:17) – Speed to Value: AI Headshots Delivered in 30 Minutes(28:58) – Pricing Agility: Changing Prices Without Legacy Contracts(29:10) – Pushing to the Middle Tier: Packaging Strategy With Amplitude Data(30:15) – Rapid Pricing Iteration: 7-Day Tests & Volume-Based Experiments(31:32) – Fast Consumer Feedback vs Slow SaaS Trial Cycles(32:07) – GTM Strategy: Make Two Big Bets a Year & Know CAC Limits(33:04) – Pricing Drives Channel-Market Fit: SEO, Affiliates, YouTube(33:45) – $12K Self-Serve Deals: Going Upmarket With Confidence(34:25) – Automating Jobs-to-Be-Done: The AI-Native Future(36:50) – How to Get to $10K MRR: Focus on One Channel First(38:12) – Enterprise GTM Shift: Better Studio’s Move to Events & Partnerships(39:14) – Scaling From $10K MRR to $10M ARR: Building Full-Funnel Teams(40:37) – Recap: One-Off SaaS, AI Margins, SEO/Affiliate Flywheels(42:54) – Reporting Rhythms: Monthly KPI Bingo & Health Metrics.

Are you a SaaS founder wondering How to Build a Growth Operating System That Helps Teams Deliver Real Value? Growing a B2B SaaS company can often feel messy. Teams try lots of different tactics, hoping that something will finally work. But this kind of scattered approach rarely leads to long-term, repeatable success. In this episode of the Grow Your B2B SaaS Podcast Joran Hofman sits down with growth expert and coach Andrew Capland. Andrew explains how to move beyond one-off growth hacks and start building what he calls a Growth Operating System. This system helps teams focus on delivering real value, work together more effectively, and create results that can scale over time.Key Timecodes(00:00) - Cold Open: North Star Metric, Activation vs Retention, and Copying Playbooks Pitfalls(01:02) - Host Introduction: B2B SaaS Growth Operating System with Andrew Capland(01:46) - Why Tactics Alone Fail: The Case for a Growth Operating System in B2B SaaS(02:01) - Andrew’s Journey: From Growth Content to Executing a Growth Operating System(03:40) - When to Implement a Growth OS: From Random Acts of Growth to Repeatable Systems(04:20) - Growth OS Building Blocks: Strategy, KPIs, Rituals, Templates, Frameworks(05:37) - Plug-and-Play Templates: Customizing the Growth Operating System for Your Stage(06:25) - Growth Strategy 101: North Star, Vision, Levers, Bets, and Milestones(07:25) - Choosing a North Star Metric: Activation and Retention as Leading Indicators(08:31) - Activation Example: The Facebook “7 Friends in 5 Days” North Star Metric(09:43) - Defining Activation: Customer Interviews, Milestones, and Value Realization(10:47) - Cross-Functional Growth: Sales, Product, CS Inputs and Growth Leadership(12:26) - Earning Ownership: Become the Expert on the Problem (Activation/Retention)(15:14) - Sponsor Break: SaaStock Dublin – B2B SaaS Founder Networking and Investors(16:45) - Founder vs Growth Leader: Ownership Shifts from Early Stage to Scale(17:35) - Common Growth Mistakes: Copy-Pasting Big Tech Playbooks vs ICP Fit(19:06) - Case Study: Airbnb Referral Program Copycat That Flopped (and Why)(20:13) - Managing Growth Setbacks: Trophy File Mindset and Learning-First Experiments(23:08) - Using AI in Growth: Train on Your A/B Tests, Learnings, and Audience Data(25:16) - Documentation is a Growth Lever: Standardize Learnings and Onboarding(26:20) - Hiring Your First Head of Growth: Skill-Problem Fit and Translating Jargon(28:40) - Alignment First: What Growth Owns, Accountability, and Collaboration Rules(29:20) - Problem Selection: Scoping High-Leverage Bets and Measuring Outcomes(30:34) - Low-Volume SaaS: Qualitative Research, Session Recordings, and User Testing(32:12) - Essential Tool Stack: CRM/Marketing Automation, Product Analytics, In-App Messaging(33:45) - The Next 2–3 Years: Train AI on Proprietary Growth Data to Predict Outcomes(35:23) - Stage Advice: From 0–10K MRR—Find One Acquisition Channel and One Retention Channel