Aimers B2B Marketing Digest for SaaS & Tech – November 2024

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Robert Kaminski, Co-Founder Fletch PMM, shares what he considers to be one of the biggest mistakes that startups make: 

“💥 Having different teams own messaging across the customer journey.

Marketing comes up with a narrative and homepage messaging.

Sales has their own talk track.

Product creates an onboarding experience without talking to marketing or sales.

Customer Success develops their own explanations and documentation.

The result?

😱 A fragmented customer journey that creates confusion and erodes trust.

Instead, companies should:

• Create a central messaging framework.

• Hold regular cross-functional alignment meetings.

• Ensure consistent vocabulary across all channels.

The best place is to have the core messages live on the public-facing website (ie. the homepage)

This acts as the reference point for all your teams to collaborate effectively.”

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Aimers CEO Yura Yurchuk is sharing essential info on SaaS growth from Jacco van der Kooij of Winning by Design:

“💥 The future of SaaS growth is about thinking like a factory: scalable, efficient, and process-driven.
Why This Matters: 

• The era of "growth at all costs" is over.
• Burning $2–$6 to acquire $1 in revenue is unsustainable.
• Investors and markets now demand efficiency, durability, and scalability.
• To thrive, SaaS companies must shift their strategies and adopt a systematic, process-oriented approach.

To turn your SaaS $1M into $1B, think like a factory. Scalable systems, efficient operations, and quality retention metrics are the keys to sustainable SaaS growth.”

Drew Neisser highlights the top challenges of being a CMO in 2024:

“After years of budget cuts and goal hikes, many B2B CMOs are at the breaking point. Several highly skilled CMOs quit in 2024 in the face of relentless magical thinking by PE firms. Others describe their 2025 challenge as “dedicating sufficient resources (people + budget) to meet increasingly high goals,” “so many priorities, so few resources,” or simply “doing more with less.” To make this visceral, one CMO asked, “How can I scale demand and awareness with a budget of only $20,000/month?

This is not just about educating other execs that marketing is not a simple input/output function (like Jon Miller’s gumball machine metaphor). It turns out that a lot of execs, particularly at start-ups, can’t agree on a go-to-market strategy or even what “strategy” means. Thus CMO challenges like “GTM alignment,” “lack of clarity of business objectives” and “executive alignment & engagement around a cohesive customer-centric narrative” are surprisingly frequent.

The era of just handing off leads to Sales is over.

While marketing leaders still wish their sales counterparts were better closers, few relinquish responsibility for conversion rates. Most CMOs now realize that MQLs and SQLs are meaningless if deals don’t get closed. As such, challenges like “pipeline progression,” “sales enablement,” and “improving close rates” are their top priorities. While these aren’t easily solved issues, marketers are finding meaningful ways to support their sales counterparts from discovery through acquisition and retention.”

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B2B Ads Consultant Kirill Vdov discusses the TOFU-MOFU-BOFU stages of your marketing funnel and advises to “provide everything needed for the journey and let it be. Buyers will figure it out on their own”. Since “people will never follow the perfect buyer’s journey you’ve built. But the funnel exists, you just have no control over it.”

“TOFU - pure value educational content, pain points, and solution benefits

MOFU - YOUR product benefits, case studies, social proof, product features

BOFU - activation and selling”