Is signal-based selling really the next step in B2B growth, or are most teams still just getting better at managing noise?
Sales and marketing teams have more data than ever. They can see site visits, account activity, intent signals, and engagement across a growing stack of tools. But that still leaves a basic problem unsolved: who is actually in-market, what signal matters, and what should your team do next?
In this episode of B2B SaaS Marketing Snacks, Stijn Hendrikse sits down with serial entrepreneur and B2B martech builder Mani Iyer to unpack the shift from account-based marketing to person-based, signal-driven selling. They talk through why older ABM approaches often fall short, what changed in the data layer, and how go-to-market teams can turn scattered signals into something sales can actually use.
You’ll hear how to think about first-party and offsite intent, why human review still matters in AI-assisted outreach, and why high-signal communities like Reddit, Slack, and WhatsApp can still tell you more than a polished dashboard. By the end, you’ll have a clearer view of what signal is worth acting on, what noise to ignore, and how to build a sharper GTM motion around real buyer behavior.
In this podcast, you'll learn:
- Why ABM stopped being enough
- Where person-level signal changes the game
- How teams rank and act on signals
- Why human review still matters
- What Reddit and communities reveal
- Where AI agents may take this next
By the end, you’ll have a clearer view of what signal-based selling really means, where it works, and how to use it without adding more noise to your go-to-market motion.
Resources shared in this episode:
ABOUT B2B SAAS MARKETING SNACKS
Since 2020, The B2B SaaS Marketing Snacks Podcast has offered software company founders, investors and leadership a fresh source of insights into building a complete and efficient engine for growth.
Meet our Marketing Snacks Podcast Hosts:
- Stijn Hendrikse: Author of T2D3 Masterclass & Book, Founder of Kalungi
As a serial entrepreneur and marketing leader, Stijn has contributed to the success of 20+ startups as a C-level executive, including Chief Revenue Officer of Acumatica, CEO of MightyCall, a SaaS contact center solution, and leading the initial global Go-to-Market for Atera, a B2B SaaS Unicorn. Before focusing on startups, Stijn led global SMB Marketing and B2B Product Marketing for Microsoft’s Office platform.
- Brian Graf: CEO of Kalungi
As CEO of Kalungi, Brian provides high-level strategy, tactical execution, and business leadership expertise to drive long-term growth for B2B SaaS. Brian has successfully led clients in all aspects of marketing growth, from positioning and messaging to event support, product announcements, and channel-spend optimizations, generating qualified leads and brand awareness for clients while prioritizing ROI. Before Kalungi, Brian worked in television advertising, specializing in business intelligence and campaign optimization, and earned his MBA at the University of Washington's Foster School of Business with a focus in finance and marketing.
Visit
Kalungi.com to learn more about growing your B2B SaaS company.
