SaaS Half Full

Hosted by Lindsey Groepper

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116

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Aug 2026

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About the show

Creating a successful SaaS marketing strategy is like mixing the perfect cocktail. What are the right ingredients? How do you mix it all together to ensure people order another round? On SaaS Half Full - the only show serving B2B SaaS Marketers - host/bartender Lindsey Groepper shares a cocktail with top marketing leaders who are crafting unique strategies for success. Care to join us for a drink?

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August 25, 202628 min

How Creative Marketing Helps AI Brands Stand Out

When every AI company starts sounding the same, creativity becomes a competitive advantage. In this episode, Ashley McGovern , Director of Marketing at Nurture Boss , explains how she uses books, print materials, direct mail, and cinematic commercials to make an abstract technology feel more concrete. Ashley shares how NurtureBoss stands out in the crowded PropTech market by speaking its audience's language instead of relying on technical features, generic AI messaging, and predictable B2B campaigns. Ashley also discusses why marketers may need to rewrite the traditional inbound playbook, especially when selling to niche audiences that do not follow a linear buying journey. She explains how Nurture Boss turned its CEO's book into a company-wide sales and thought leadership resource, why she plans distribution before creating a campaign, and how she measures creative brand work when direct attribution is difficult . Key Takeaways: Why creativity is a competitive advantage in the AI era How print makes an abstract product feel more concrete Why niche audiences require a different marketing playbook Timestamps: (00:00) Introduction (01:09) Meet Nurture Boss marketer Ashley McGovern (04:15) From healthcare marketing to PropTech (07:33) Marketing AI to a niche audience (09:19) Why Nurture Boss chose bold campaigns (11:36) Rewriting the traditional inbound playbook (13:52) Why conventional B2B content stopped working (15:43) Convincing a technical CEO to write a book (17:30) Making abstract AI feel concrete (18:42) Turning a book into a company resource (21:19) Building memorable print campaigns (23:43) Measuring creative brand marketing (26:58) Staying human in the age of AI Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

August 11, 202632 min

How to Become a Better Marketer in the AI Era

In the age of AI, marketing experience is not becoming obsolete. It is becoming more valuable. While AI can generate ideas, analyze data, and accelerate execution, it cannot replicate the judgment shaped by years of successes, failures, and real-world decision-making. In this episode, Greg Jung , CMO and Head of Insurance Sales at Seven Corners , explores why seasoned marketers have a distinct advantage in the AI era. Greg explains how marketers can combine experience with AI to create stronger strategies, improve content, and operationalize their knowledge using his 10-80-10 framework. Greg also discusses the risks of trusting AI more than experienced marketing teams, how data can pull brands away from their core identity, and why producing more content does not always mean producing better content. He also explores AI's growing role in advertising, SaaS platforms, and customer experiences. Key Takeaways: Why marketing experience is more valuable in the AI era How to combine human judgment with AI effectively Why AI-generated strategies still need brand context Timestamps: (00:00) Introduction (03:17) Meet Seven Corners CMO Greg Jung (08:12) Helping seasoned marketers thrive with AI (11:13) Why more content is not better (13:48) Applying the 10-80-10 AI framework (16:49) How Nike abandoned its brand ethos (19:08) AI makes everyone feel like marketers (21:51) How to spot AI-generated marketing content (25:42) AI's future in advertising and SaaS (29:22) AI voice agent wins the business Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

July 28, 202628 min

How Intent Data Has Evolved and What It Means for B2B Marketers, with Putney Cloos

In B2B marketing, understanding buyer behavior has never been more complex. With AI, evolving content consumption, and diverse intent signals, marketers need new approaches to identify the right accounts and engage them effectively. In this episode, Putney Cloos , CMO at Bombora , dives into the changing world of intent data and how B2B companies can use it to make smarter decisions. Putney shares insights on how marketers can prioritize accounts, map buyer journeys, and interpret signals from AI-driven discovery tools without over-relying on outdated metrics like form fills. Putney discusses practical steps for marketers at all levels, including how to experiment with intent data in content strategy and audience targeting, while maintaining alignment with sales teams and avoiding confirmation bias. She also explores the challenges of content creation in an AI era and the importance of balancing human-focused messaging with agent-driven visibility. Key Takeaways: How intent data can reveal true buyer engagement beyond superficial actions How AI and LLMs are reshaping intent signals and discovery patterns Avoiding confirmation bias when interpreting marketing data Timestamps: (00:00) Introduction (03:00) How studying history informs marketing strategy (04:21) Career journey to Bombora and B2B marketing insights (05:47) What buyers do when marketers are not watching (07:17) Evolution of intent data over the past few years (09:00) Identifying high-intent accounts and signals (11:00) How AI and LLMs impact buyer research behavior (13:18) Metrics that are losing relevance like form fills (15:00) Understanding the depth of intent across buying committees (17:37) Using intent data without falling into confirmation bias (19:15) Pros and cons of AI in marketing and content visibility (22:42) The dual-path internet challenge for content strategy (25:40) Practical steps for marketers to act on intent data Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

July 14, 202631 min

How to Use AI Without Losing Your Brand's Voice, with Andrew Wheeler

Creating content has never been easier, thanks to AI. But as more companies turn to the same tools to generate blogs, social posts, and marketing copy, many brands are starting to lose what made them distinctive in the first place. In today's crowded content landscape, the companies that earn attention will not be the ones publishing the most. They will be the ones with a clear, authentic point of view. In this episode, Andrew Wheeler , CEO of Skyword , shares why AI is creating the "blandification" of brand messaging and explains why authority in the AI era comes from perspective, not volume. Andrew discusses how marketing leaders should view AI as a tool for scaling ideas rather than replacing human expertise, and why companies that rely entirely on AI-generated content risk becoming statistically average. Andrew breaks down how organizations can build differentiated brands by defining a unique point of view before using AI, involving subject matter experts throughout the content creation process, and optimizing for memorability instead of publishing frequency. He also shares practical advice on where AI adds the most value, where humans remain essential, and how marketers can avoid creating content that feels generic in an increasingly AI-driven world. Key Takeaways: Why AI is making brands sound more alike and how to avoid the "blandification" of your messaging How to use AI as a force multiplier without sacrificing authenticity or expertise Why brands should optimize for perspective and memorability instead of content volume Timestamps: (00:00) Introduction (02:25) AI is making brands interchangeable (03:14) Andrew's journey to Skyword (05:47) Why AI mirrors early SEO (08:34) Why AI shortcuts will fail (10:40) The AI sameness test explained (13:40) Where humans beat AI content (17:49) Three ways to build authority (22:37) AI guardrails for brand consistency (24:02) Can AI replace human storytellers? (27:28) Stop chasing content volume Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/ Skyword: https://www.skyword.com/

June 30, 202631 min

How to Turn Customer Events Into Revenue Drivers, with Gretchen Eischen

As AI reshapes how companies engage buyers, many B2B marketers are doubling down on automation, personalization, and digital channels. But while technology continues to evolve, one challenge remains the same: building trust and meaningful connections with customers. For many organizations, that means rethinking the role of community and in-person experiences in their growth strategy. In this episode, Gretchen Eischen , Chief Marketing Officer at Avetta , shares how her team transformed a traditional user conference into a community-driven experience that strengthened customer relationships, showcased product innovation, and created new opportunities for revenue growth. Gretchen explains how Avetta repositioned its brand around a simple, customer-centered message and then brought that vision to life through an event designed to serve the needs of both clients and suppliers. Gretchen breaks down the strategy behind securing executive buy-in for a significantly larger event investment, why she removed the traditional parade of executive presentations from the agenda, and how creating space for customer interaction, networking, and real-time product feedback led to stronger engagement. She also shares her perspective on why human connection and community building are becoming even more valuable as AI becomes a bigger part of the marketing landscape. Key Takeaways: How to build a community-first event strategy that drives business growth Why customer-led experiences create more value than executive-heavy agendas How to position in-person events as revenue and relationship-building investments Timestamps: (00:00) Introduction (02:53) From procurement to B2B marketing (06:02) How Avetta connects clients and suppliers (09:05) Building the "Ready to Work" brand (13:30) Making the case to double budget (17:01) Replacing executive keynotes with customers (19:53) The Connection Center networking experience (24:45) Measuring pipeline, not attendance metrics (26:40) Why event partners matter more (27:59) Gretchen's curated CMO circles program Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

June 2, 202634 min

How to Reposition Your B2B Brand Without Losing Trust, with Caitlin Allen

In fast-moving B2B markets, positioning rarely stays fixed for long. As technology, buyer expectations, and competitive dynamics shift, companies have to keep refining how they communicate their value. But repositioning too often, or too abruptly, can confuse customers, slow sales momentum, and weaken trust. In this episode, Caitlin Allen , SVP of Market & Strategic Advisory Board Chair at Simbe Robotics , unpacks what it actually takes to reposition a company multiple times while continuing to scale. Caitlin shares lessons from leading Simbe Robotics through several major shifts, from robotics to shelf digitization to the broader category of store intelligence, all while navigating long enterprise sales cycles, evolving market expectations, and increasing competitive pressure. Caitlin explains how to recognize when messaging has stopped creating meaningful differentiation and breaks down the practical work behind positioning changes, including how SaaS companies can approach AI messaging without defaulting to generic claims that fail to set them apart. Key Takeaways: How customer signals reveal when positioning has stopped differentiating Why gradual messaging shifts protect trust better than hard resets How unclear AI positioning can weaken differentiation Timestamps: (00:00) Introduction (03:58) The retail problem Simbe Robotics was built to solve (07:01) Why Simbe Robotics has repositioned three separate times (08:55) Creating FOMO without creating fear (09:58) Building credibility through third-party validation (11:58) Moving beyond robotics into store intelligence (13:59) The signals that tell you it's time to reposition (15:57) Repositioning without disrupting active deals (17:56) Protecting brand equity while evolving the narrative (19:56) Aligning sales teams around new positioning (24:02) Why repositioning works better through "breadcrumbing" (26:58) The next shift toward store intelligence (29:00) Why most rebranding announcements miss the point (30:59) The risk of chasing AI positioning trends Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

May 5, 202628 min

The AI Accountability Gap in B2B Marketing, with Holly Enneking

AI is helping marketing teams create more content than ever, but no one agrees on who's responsible when it's inaccurate or misses the mark. In this episode, Holly Enneking , VP of Marketing at Markup AI , discusses the accountability gap sitting at the center of every AI-powered content workflow. With data from a new research report, she reveals why 92% of marketers are using AI more, yet only 44% actually trust the output, and why the disconnect between executive confidence and practitioner reality is creating serious risk for B2B brands. Holly explains where AI quality breaks down most (it's in content amplification across channels), how shadow AI is spreading unchecked across marketing teams, and what immediate steps marketers can take to build governance frameworks that hold up. Key Takeaways: Why increased AI use reveals persistent trust issues in content quality Why C-suite confidence contrasts with marketers' concerns over AI output How to ensure AI-generated content meets standards Timestamps: (00:00) Introduction (01:23) Holly's background in B2B marketing (03:52) What the AI content accountability gap looks like (06:38) Key data findings: 92% using AI more, but trust is low (07:43) Where AI quality breaks down: content amplification (11:11) Immediate steps to build your compliance framework (12:45) Who owns AI content governance in your org (14:14) Emerging roles and the rise of AI guardian agents (16:27) Managing shadow AI without killing experimentation (23:07) Why AI was adopted for quality, not speed, and fell short Markup AI Survey Report: https://markup.ai/wp-content/uploads/2025/11/Markup-AI-Survey-Report.pdf Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

April 28, 202629 min

Why Marketers Should Care About Reddit and How to Leverage It, with Sam Perry

Reddit is now one of the most powerful drivers of AI search visibility. For B2B marketers who don't yet know how to leverage it effectively, the channel is both an untapped opportunity and a real risk. In this episode, Sam Perry , Director of Client Relations at PANBlast , explains why jumping into Reddit with promotional intent backfires, how karma and credibility are the keys to brand participation, and why long-term engagement builds credibility in the communities your buyers live in. He also shares how marketers can identify the right subreddits to interact with and turn the channel into a meaningful source of traffic and influence. If you've been telling yourself your brand needs to figure out Reddit, this is where to start. Key Takeaways: Why Reddit is becoming a top source for AI search citations Why authentic conversations outperform promotional marketing content How brands can build credibility and visibility through Reddit engagement Timestamps: (00:00) Introduction (00:26) Reddit's role in B2B marketing (02:46) Sam Perry's background and Reddit experience (04:24) Why Reddit is rising in AI search (06:14) Why LLMs favor Reddit conversations (09:54) How karma builds credibility on Reddit (17:19) Choosing subreddits and internal Reddit owners (23:40) Reddit rules, red flags, and moderator bans (27:44) Start personal before professional Reddit engagement Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

April 21, 202630 min

The Demand Gen Engine is Breaking Buyer Trust — and What to Do About It, with Adnan Malik

The demand gen engine is built for speed and volume, which may be the biggest threat to buyer trust in B2B marketing today. In this episode, Adnan Malik , CEO and Co-Founder of Software Finder , makes the case that most B2B marketing pipelines are set up to close the wrong deals. As AI-driven recommendations and algorithm-biased search results crowd out genuine guidance, buyers are making high-stakes software decisions based on who has the biggest budget, not the best fit. And vendors are paying for it in churn. Adnan unpacks why consultative, human-driven matchmaking outperforms automated shortcuts, how independent reviews and authentic content are becoming the most powerful signals in modern B2B buying, and what marketers can do to build pipelines full of the right buyers. Key Takeaways: Why pipeline quality beats lead volume in today's market Why marketers need to rethink discovery as AI changes how SaaS buyers research vendors How B2B brands can earn genuine buyer trust through independent reviews and authentic content Timestamps: (00:00) Introduction (02:39) Software Finder's origin story (05:32) Moving beyond review platforms (07:18) Building trust in B2B buying (11:54) LLMs and trust shortcuts explained (16:42) Marketing vs. trust-building strategies (20:40) Defining consultative selling in SaaS (24:44) Improving lead qualification processes (27:40) Adapting to fast-paced industry changes Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/

March 31, 202631 min

Navigating AI Credibility Fatigue and the Rise of Trust Shortcuts, with Jake Doll

AI is making information faster to access but harder to trust. In this episode, Jake Doll , VP of Client Relations at PANBlast , shares insights from PANBlast's survey of 1,000 U.S. consumers on AI credibility fatigue and how people are responding by relying on "trust shortcuts" like familiar brands, reviews, media coverage, and even AI itself to verify what they see online. He explains why growing apathy around fact-checking creates both risk and opportunity for marketers, how emerging brands can build credibility faster, and what B2B SaaS companies should do to improve visibility and trust in AI-generated search results. Key Takeaways: How AI credibility fatigue is causing consumers to feel burnt out and apathetic about verifying information online Why trust shortcuts like brand familiarity and third-party reviews are replacing deep research in a zero-click world How brands can improve their visibility in AI search results by providing genuine value on platforms like Reddit and LinkedIn Timestamps: 00:00 Introduction 05:55 Jake describes AI-generated content feeding on itself like a snake eating its tail. 08:11 AI overviews can be dangerously wrong, such as claiming it is okay to give a baby soda. 11:00 Consumers are skipping deep research and relying on shortcuts like brand familiarity. 13:50 20% of respondents ironically use one AI tool to verify the accuracy of another. 18:50 Long-form video on YouTube is beating short-form clips for complex B2B topics. 24:30 Providing genuine value on Reddit helps brands surface accurately in AI search results. 27:50 A survey reveals 43% of people do not trust much of anything online anymore. Check out the ebook " Trust Issues: How SaaS and AI-Native Brands Can Beat AI Credibility Fatigue" by PANBlast: https://www.panblastpr.com/resources/trust-issues-ai-credibility-ebook/