Ep. 169 - Reviving Inbound: Why Your SaaS GTM Needs a Buyer-Centric Reboot

SaaS Backwards - Reverse Engineering SaaS Success

Guest: Google’s NotebookLM

In this special episode of SaaS Backwards, we handed the mic to AI.

We took our newest ebook on reviving inbound marketing—coming soon for download—and ran it through Google’s NotebookLM to see what kind of podcast it could generate.

The result? A surprisingly sharp—if occasionally cheesy—take on how B2B SaaS companies can reimagine their go-to-market strategies for today’s buyer. You be the judge.

The episode explores why the traditional inbound playbook is falling short and what CROs and CMOs must do to adapt. From the collapse of predictable revenue models to the rise of buyer-centric marketing, we break down how to align sales and marketing, test messaging organically, and coordinate campaigns across email, ads, and outreach.

Key Takeaways:

• The old predictable revenue model no longer works in today’s B2B SaaS landscape
• Buyers now do deep independent research before ever talking to sales
• Marketing and sales alignment must happen before the formal buying process begins
• Jobs to Be Done and qualitative ICPs help create relevance and resonance
• Organic testing (especially on LinkedIn) is essential before scaling paid campaigns
• Email, ads, and SDR outreach must be tightly coordinated around buyer triggers

If you’re a SaaS leader looking to modernize your inbound strategy and connect with today’s buyer, this episode offers a bold, practical roadmap—created by AI, guided by strategy.

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Chapters

1. Introduction to SaaS Backwards Podcast (00:00:00)

2. Experiment: AI-Generated Podcast Episode (00:00:33)

3. Challenges with Traditional Marketing and Sales (00:01:04)

4. Understanding the Shift to Buyer-Centric Strategies (00:01:36)

5. The Breakdown of the Predictable Revenue Model (00:02:34)

6. Adapting to New Buyer Behaviors (00:03:52)

7. Practical Steps for Reviving Inbound Marketing (00:06:51)

8. Testing and Iterating Marketing Messages (00:13:12)

9. Coordinating Email and Advertising Campaigns (00:14:57)

10. Rethinking SDR/BDR Follow-Up Strategies (00:18:52)

11. Conclusion and Final Thoughts (00:22:48)