SaaS Stories

Hosted by Joana Inch

Business EntrepreneurshipInterviews guests

Website RSS feed

Episodes

Latest episode

May 2026

Language

EN-AU

About the show

SaaS Stories is my not-so-secret quest to learn what it truly takes to succeed in the world of SaaS—and I’m inviting you along for the ride! I have the pleasure of sitting down with brilliant minds and industry trailblazers to explore their journeys, uncovering the secrets behind their growth, the gaps they spotted in the market, and what really drives them. It’s not all smooth sailing—there are challenges, unexpected turns, and moments of reflection where they share what they’d love to change about their journey. Think of it as a candid, insider’s look into the world of SaaS, with just the right amount of curiosity, empathy, and wit. Join me as I dive deep, selfishly soak up all the insights, and hopefully share a little inspiration with you along the way—one SaaS story at a time.

Listen to episodes

60 recent

May 22, 2026Episode 3547 min

The Human Edge in an AI World with Nik Froehlich, CEO of Saritasa

When the travel agency industry vanished overnight, Nik Froehlich saw what was coming for every industry and built a business to help them navigate it. In this episode of SaaS Stories, the President & CEO of Saritasa shares why 20+ years of bridging business and technology still comes down to one thing: people who can speak both languages. From coaching CEOs through digital transformation to adding AI agents that delivered an 83% improvement in customer service for a youth sports SaaS platform, Nik's story is proof that the future belongs to those who stay optimistic, stay agile, and never stop learning. Brought to you by Hat Media — B2B marketing specialists for the SaaS world. Send us Fan Mail

April 27, 2026Episode 3434 min

The 80/20 Growth Strategy: How to Find Your Most Valuable Customers

Is your SaaS business growing but somehow still feeling stuck? You might be spending 80% of your energy on the wrong 20% of clients.In this episode of SaaS Stories, host Jo is joined by Christine Day, B2B growth strategy consultant, published author, software developer, and fractional CMO, to explore the 80/20 Growth Strategy and what it really means for SaaS businesses trying to break through growth plateaus.Christine shares the moment everything clicked for her: sitting in a client's office and realising that the one thing missing from every growth strategy is a data-driven ideal customer profile. What followed was a framework and eventually a software tool to help businesses objectively score and rank their clients, then laser-focus their growth efforts on the ones that matter most.In this episode you will learn:What the 80/20 (Pareto) principle actually means for SaaS revenue and client valueHow to identify your top 20% using business goals and top-down metrics, not guessworkThe three options for dealing with your bottom 80%What a value inflection point is and how to recognise when you have hit oneHow account-based marketing fits into a high-value client strategyWhy most SaaS companies track metrics at the company level but miss the most important view, the customer levelWhether you are in early scale-up or have been stuck at the same revenue number for a while, this conversation will give you a new lens for growth.Brought to you by Hat Media Send us Fan Mail

March 31, 2026Episode 3312 min

Account-Based Marketing Fundamentals with Hat Media

Short and sweet episode on the fundamentals of Account-Based Marketing (ABM). The fastest way to waste a B2B SaaS budget is to market to the wrong accounts, then call it “pipeline”. Joana sits down with Nigel Houghton, co-founder of Hat Media, to unpack what actually changed in B2B sales and marketing over the last 20 years and why those changes make account-based marketing a must for enterprise SaaS.If you’re choosing between demand generation and account-based marketing, building an enterprise pipeline, or trying to break into a small set of high-value accounts in Australia and beyond, this conversation will give you a clearer path. Subscribe for more, share this with a teammate, and leave a review with the one ABM question you want answered next.Send us Fan Mail

March 3, 2026Episode 3245 min

Stories that Sell: The marketing strategy algorithms can’t kill

Want a marketing edge that still works when algorithms shift and feeds overflow? We dive deep with publisher and ghostwriter Henry DeVries to show why story beats noise and how a single book, paired with the right stages, can turn your expertise into inbound demand and high‑value clients. Henry lays out his “Magnificent Seven” for converting pages into pipeline: run small online seminars, speak on other people’s stages, publish consistently, show up in target‑rich communities, volunteer to open doors, create short video assets, and host paid deep dives that often break even while surfacing serious buyers. Along the way, we talk generosity as a brand, why trust outlasts tactics, and how to market actively without sliding into hard sell.If you’ve felt stuck at seven figures, spread thin across demos and content formats, this conversation makes a focused case to niche harder and be intensely useful to fewer people. View more SaaS Stories at Hat Media.Send us Fan Mail

February 8, 2026Episode 3138 min

Inbox Gold: Turning Emails Into Revenue

In this episode of SaaS Stories, Vadim Rogovskiy, Founder and CEO of EVE, shares how AI-first sales execution is reshaping B2B SaaS growth and why most teams are leaving revenue hidden inside their inboxes.We explore how acquiring a legacy SaaS business uncovered hundreds of untouched opportunities, inspiring EVE to turn real email conversations into a live, prioritised sales funnel without changing workflows. Vadim breaks down founder-led GTM, AI-powered follow-ups, pipeline prioritisation, and why inbox-driven execution often outperforms traditional CRM-only approaches.Drawing on experience as a multi-time founder, VC, and operator, Vadim also shares lessons on scaling, hiring with AI, community-led growth, and what separates SaaS companies that scale from those that stall.Learn how Hat Media helps B2B SaaS teams operationalise demand generation, ABM, and revenue execution at scale.Send us Fan Mail

February 4, 2026Episode 3058 min

The 4 numbers every CRO obsessively tracks (Ignore the Rest)

In this episode of SaaS Stories, Thomas Waites, seasoned CRO and enterprise SaaS advisor, shares how strong sales culture and revenue alignment transform teams into predictable growth engines.We explore why founder-led sales builds empathy and speeds decision making, how enterprise deals still close on emotion backed by proof, and how technical founders can shift from feature-focused pitches to buyer-led discovery.Thomas also breaks down how shared metrics and aligned incentives help sales, marketing, and customer success pull together through key GTM milestones.A practical conversation on revenue execution, culture-driven growth, and building systems that compound predictable results.Learn how Hat Media helps B2B SaaS teams operationalise demand generation, ABM, and revenue execution at scale.Send us Fan Mail

December 11, 2025Episode 2951 min

SaaS as an Orchestra | How to conduct CX, content & AI into one seamless journey

Most SaaS founders chase a bigger TAM, but Arman Eshraghi, Founder and CEO of Qrvey, argues the real advantage comes from winning smaller, high-pain markets where focus and execution matter most.In this episode of SaaS Stories, we unpack how embedded analytics and AI built for multi-tenant B2B SaaS can outperform generic dashboards, and how customer education drives stronger demand generation than broad advertising.Arman shares how Qrvey designed an orchestrated buyer journey by aligning content, trials, sales engagement, and pricing to key GTM milestones, while using customer experience as a strategic execution layer to accelerate retention and growth.We also explore global expansion, team culture, and where AI-powered automation delivers real enterprise value today.A masterclass in precision, ABM-aligned GTM execution, and building systems that compound trust and revenue.Send us Fan Mail

October 14, 2025Episode 2850 min

From one email to a global SaaS: Sam Spencer on product-market fit, team building, and the power of process

One urgent email sparked everything for Sam Spencer, CEO of Aristotle Metadata, when a European health agency requested a solution no competitor could deliver. That moment of clear product-market fit became the foundation for a decade of focused SaaS growth.In this episode of SaaS Stories, we explore the unglamorous realities of scaling B2B software, from competing with spreadsheets to building execution systems that support long-term retention and pipeline.Sam shares where AI-driven automation creates real value today, including consistency, drafting, and operational speed, and where trust and human connection still matter most.We also dive into lean hiring, process-first leadership, and practical GTM fundamentals that continue to work, including clear positioning, owned channels, and network-led demand generation.A grounded conversation on milestone-driven execution, operational discipline, and building scalable systems that compound growth.Send us Fan Mail

October 7, 2025Episode 2750 min

Turning AI into Revenue: GTM Lessons from Galileo’s HR Revolution

AI is not taking your job, but someone who knows how to use it will. In this episode of SaaS Stories, Amy Farner shares a practical playbook for how HR leaders can align people strategy with business outcomes, using data and automation to drive decisions that hold up in the boardroom.We explore Galileo, the AI agent and AI-native learning platform from The Josh Bersin Company, built on trusted research and partner data to deliver grounded recommendations, faster execution, and personalised upskilling at scale.Amy also breaks down GTM lessons that apply across B2B SaaS, including leading with original insights, targeting the mid-market, and embedding AI into the tools buyers already use.A forward-looking conversation on scalable execution, AI-driven enablement, and building the skills that compound in a changing workforce.Send us Fan Mail

September 23, 2025Episode 2637 min

Personalisation at Scale: Cold email lessons from billions sent

“The volume game is over.” In this episode of SaaS Stories, Jeremy Chatelaine, Founder and CEO of QuickMail, challenges the outdated playbook of mass cold outreach and explains what actually works in today’s buyer-driven market.We explore why modern outbound requires precision, relevance, and trust, not scale for scale’s sake. Jeremy shares how intent-led, highly targeted engagement consistently outperforms generic personalisation, and why small, account-focused campaigns are the future of sustainable pipeline.He also unpacks how AI-powered automation can support outreach execution, from improving deliverability to creating authentic messaging at scale, without losing the human connection.A practical conversation for B2B SaaS teams looking to operationalise smarter GTM execution, build credibility, and drive meaningful revenue outcomes.Send us Fan Mail