Beyond the SaaS Playbook: How Non-SaaS Teams Drive Pipeline with Sandra Rand

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#265 Non-SaaS Marketing | In this episode, Matt sits down with Sandra Rand, a fractional head of marketing who works with early-stage, non-SaaS B2B companies. She’s led marketing for PE-backed, self-funded, and services-based businesses, where big budgets and SaaS-style playbooks aren’t the norm. She’s also building the Non-SaaS Marketers subgroup inside Exit Five to support others facing the same challenges.

Matt and Sandra cover:

How non-SaaS teams drive growth without demos, PLG, or huge lead volume
Why events, word of mouth, and referrals often outperform funnels in these orgs
Tactical ideas for gifting, partnerships, and pipeline-building on a lean budget

Whether you work in SaaS or not, you’ll walk away with creative, scrappy strategies to build trust and drive results in B2B.

Timestamps

(00:00) - – Intro
(02:38) - – Why Exit Five launched the Non-SaaS group
(07:58) - – What makes non-SaaS marketing different
(11:18) - – Budgets, sales cycles, and team structure
(16:08) - – Why brand and trust matter more
(18:18) - – Events > funnels in non-SaaS
(27:33) - – How to build brand on a budget
(33:03) - – Word-of-mouth and referral tactics
(37:43) - – Gifting and relationship-driven growth
(43:43) - – Scrappy, creative plays that actually work
(49:13) - – What’s next for the Non-SaaS community

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