B2B Startup Marketing: The Best Ressources, Blogs, Podcasts

Like many, I began my journey in B2C marketing. My first ventures into marketing were personal projects; I didn't even know the distinction between B2C and B2B at the time. I just put my work out there and aimed to make it easily accessible.

A decade ago, I helped launch Elevent, the leader in corporate sponsorship valuation and management software. Over the past years, as we’ve been fine tuning marketing, I realized B2C tactics were useful but the real unlocks came from the strategic layer: target customer, value propositions, strategies, objectives, measurement techniques, etc.

B2B is ‘same same, but different’.

With that in mind, I've curated B2B marketing blogs and podcasts that have sharpened my thinking. This list leans towards early-stage technology and software businesses, reflecting my primary focus over recent years. By tapping into these resources, you'll gain inspiration, practical tools, and time-tested strategies—it's a masterclass in B2B marketing.

Kellblog

Written by the great Dave Kellogg, this blog covers topics related to starting, leading, and scaling enterprise software startups. You’ll find in-dept content on business strategy, marketing, crafting the right message, leadership, SaaS indicators, go-to market approaches, and securing VC funds. Buckle up, you will need a few reads on most articles.

• A CEO's Guide to Marketing (video)

• Why Every Startup Needs an Inverted Demand Generation Funnel

• The Key to Making Market Research Actionable

LinkedIn B2B Institute

The B2B Institute researches new approaches to B2B growth and is committed to introducing new strategies for growth that expand beyond tactical short-term thinking to help the B2B industry take the long view.

• How B2B Brands Grow

• Marketing to the CFO

• Category Entry Points In A B2B World

Roger Martin

Roger L. Martin is a writer and a strategy advisor to global CEOs. In 2017, he was named the #1 management thinker in the world. He is also a former Dean of the Rotman School. He co-authored the seminal book on Strategy, 'Playing to Win,' with A.G. Lafley, the former CEO of Procter and Gamble.

• You must read Playing To Win, it really is the only (Marketing & Business) Strategy book you will every need. Lot of related content is available online on Mr. Martin’s Medium.

• A play in not a strategy (video)

• Strategy for Startups. Yes, You Do Have Time for It!

You read Roger Martin to deeply understand business strategy and feel solid that you can see how all the business cogs work together–not to read his latest take on the latest PLG/SLG/3-letter-acronym B2B sales motion.

Bessemer Venture Partners

BVP is an American venture capital and private equity firm headquartered in San Francisco. Their blog (Atlas) is a great reference, especially on pricing and scaling strategies.

• The four ironclad laws of B2B SaaS pricing

• Scaling from $1 to $10 million ARR

• Scaling to $100 million: Ramping your cloud GTM engine

Exit Five Podcast

Dave Gerhardt, ex-startup CMO, along with special guests, delves into marketing insights to elevate your business's revenue and advance your marketing career. While the focus is predominantly on B2B SaaS, marketers from all sectors will find valuable takeaways.

• #82 What Does a Great CMO Do? With Jon Miller

• #75 RevOps Deep Dive with Lindsay Rothlisberger

• #61 ABM with Hillary Carpio

April Dunford

A globally recognized leader in positioning. April led teams at seven successful B2B technology startups and ran big teams at IBM, Siebel, Sybase, and others.

• Positioning vs Strategy vs Vision

• A Quickstart Guide to Positioning

• Single-product VS. multi-product positioning

SaaStr

SaaStr is the world’s largest community of SaaS executives, founders, and entrepreneurs. It has grown its offerings to include events, a co-selling space, an investment fund, and an e-learning platform. The blog is quite good and I like that it’s often tactical advice based on experiences. It’s a good counter balance to marketing science and abstract theory.

• Exhibiting at Events is Expensive. Very Expensive. Here are 9 Reasons You Should Still Do the Top Ones

• Webinars Almost Always Work. If You Really Commit

• Yes, Your Marketing Site Really Does Matter

DemandMaven / Asia Orangio

A marketing consultancy that works with early-stage SaaS companies on their go-to-market strategies and product-market fit, DemandMaven is led by Asia Orangio. They consistently share thoughtful and practical advice on messaging, channels, funnels, and tactics, effectively answering the questions posed by early-stage B2B marketers.

• How to prioritize your growth ideas

• Unaware Audiences

• How and Where to Find Your Startup’s First Marketing Hire

RightPercent

RightPercent is a specialized, high impact, B2B ads partner. The team is quite generous and regularly share their knowledge and experience on all things B2B ads.

• Which marketing channels are best to grow your business?

• How do you make B2B creative that works at scale?

• What strategies help scale B2B ad accounts effectively?

PoweredBySearch

This B2B marketing agency is known for its excellent thought leadership in all aspects of digital marketing—SEO, PPC, Paid Social. They go beyond providing tactical advice, such as optimizing ad spend, and offer valuable insights on positioning, messaging, and budgeting.

• The Anatomy of the Ideal SaaS Website

• B2B SaaS Marketing Funnel Forecasting

• How to position a SaaS when there are multiple customer profiles

• A Content Strategy Tool for B2B SaaS

It took me some time to find the right sources and move beyond tactical advice from biased vendors on 'generating B2B leads'. If you know, you understand. I prefer having a mix of researchers, managers, and channel experts. It's essential to triangulate their perspectives to get closer to the truth.

Thanks to these experts and practitioners. Please, subscribe and share their stuff.