Every B2B SaaS company's go to market strategy now needs to take the economic instability into account
Budgets are tighter, hiring freezes are common, and buyers and investors are more cautious about where and how they spend.
For founders, that creates a familiar but difficult question:
How do you build pipeline, generate demand, and stay visible without overextending your team or budget?
At the same time, AI is creating new opportunities for SaaS companies and the agencies that support them.
AI gives marketers ways to work faster and drive pipeline sooner. But it’s not a silver bullet. Like any tool, its impact comes down to how and where you choose to use it.
At Kalungi, we’ve leaned into AI to set a higher bar for how we work, for ourselves and for our clients.
Here’s a look at how we use it, and where we intentionally draw the line.
TL;DR
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At Kalungi, we work with B2B SaaS companies across dozens of industries. Some are in established spaces like healthtech, HR tech, or supply chain tech. Others are breaking new ground, building solutions in categories that barely exist yet.
Our approach stays the same: We become part of your team.
That means becoming subject matter experts in your niche, quickly.
Before AI, that meant weeks of manual research. We’d dig through competitor websites, read industry blogs and analyst reports, and scour product review sites and forums to understand customer pain points and market gaps.
Now? Tools like Grok and Perplexity help us do that faster by:
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💡 For a client targeting an HR tech audience, AI helped us quickly map the entire competitive landscape and identify messaging whitespace. This upfront research fueled our GTM workshops, the critical first step in every Kalungi engagement. AI helps us arrive at those workshops already up to speed, so we can spend more time on strategy and less on data gathering. That same research later helped us draft software comparison blogs at scale. These blogs are an important content type for B2B SaaS companies targeting late-stage buyers. |
Creative work still starts with people. But AI helps us move faster when it comes to shaping ideas.
When we’re in the earliest stages of brainstorming, ChatGPT helps too. Sometimes it’s as simple as dumping a loose thought into a prompt to explore different angles or ways to frame a concept. It’s a fast way to break past the blank page and generate options worth refining.
When we need quick inspiration, tools like Grok help surface emerging trends by scanning recent posts on X. Instead of spending hours digging through industry conversations, we get an instant read on what’s gaining traction.
Napkin AI helps turn rough text ideas into simple diagrams for more visual thinking. It’s become a useful way to map out campaign flows or explain complex nurture sequences, especially in internal reviews or client workshops.
AI helps us bring structure to early-stage ideas, so we can spend more time refining and less time getting started.
Our team runs dozens of client calls, GTM workshops, and internal stand-ups every week.
Tools like Gemini, Otter.ai and Fathom help us capture real-time transcripts and automatically summarize key decisions and next steps.
Instead of relying on memory or scattered notes, everyone leaves with a clear summary of what was discussed and what they’re responsible for. It keeps projects moving and makes follow-through easier.
The same applies to client calls and SME interviews. Whether we’re gathering insights for a thought leadership blog or a customer success story, these tools let us stay focused on asking the right questions and digging deeper without worrying about taking notes.
After the call, we use the transcripts and AI-generated summaries to pull key themes, highlight strong quotes, and turn conversations into campaigns and content without missing any details.
We’re a team of data-driven marketers. Every decision we make, whether it’s campaign targeting, content prioritization, or channel strategy, starts with the data.
AI helps us get to those insights faster.
When we kick off a new engagement, one of our first steps is auditing performance across channels. As soon as we have access to client data, we use AI tools to spot patterns.
We also use AI for predictive marketing analysis. By looking at historical performance data, we can forecast likely outcomes for upcoming campaigns and set targets based on real performance patterns.
AI also helps us speed up monthly reporting. It surfaces key performance metrics and engagement trends quickly, so we spend less time pulling numbers and more time interpreting results and recommending next steps.
Plenty of tasks are repetitive and time-consuming, while they may be important if they’re manual or repetitive, they often end up at the bottom of a to-do list.
That’s where AI has become one of our best time-savers, personal interns, and even our best friend.
For quality analysis, we’ll often run a draft through ChatGPT to catch errors, spot gaps, or check for missing elements before it even reaches our internal review process.
In content repurposing, AI tools like OpusClip help us turn long-form webinar recordings into dozens of short, social-ready video clips in minutes. Something that would take hours of manual editing.
The same applies to podcast content. We use AI across the entire workflow. We create short clips for social, turn key themes into LinkedIn articles, and publish full transcripts on our website to improve accessibility and SEO, all in a fraction of the time it used to take.
In ABM projects, AI helps the Kalungi team review and clean company and contact lists in minutes, something that used to take an entire afternoon.
It’s a simple shift: AI handles the tedious stuff so our team can focus on the work that actually requires expertise and creative thinking.
We’re firm believers in this: If a task is repetitive and time-consuming, AI should take it off our plate.
At Kalungi, one of our core values is We Act as One Team. Collaboration is our default. Alignment around shared goals keeps us productive and focused. And we believe our best work happens when every team member contributes and learns from others.
That mindset naturally extends to how we use AI.
Whenever someone finds a new tool, refines a prompt, or figures out a more efficient workflow, they share it. Our Slack channels are a running feed of quick wins, new experiments, and time-saving tricks.
A content marketer might post a prompt that helped them to speed up research. Someone from the paid media team may flag a new AI tool that helps write ad copy variations. The design team may share AI tools that help with layout concepts or creative inspiration.
Every department and individual uses AI in their own way. But the goal stays the same: when one person levels up, the whole team benefits.
With AI tools evolving daily, this kind of open knowledge sharing keeps us moving fast and getting better together.
AI has earned its place in how we work, but there are lines we don’t cross.
We’ve all seen it: generic, low-effort AI output showing up in LinkedIn feeds.
Whether it’s sloppy content or poorly built campaigns, the result is the same: wasted time, damaged trust, and work that has to be redone.
That’s not how we work at Kalungi.
We don’t use AI as an excuse to do a lousy job or cut corners just to check a task off the list faster. That’s not the point.
Every piece of client-facing work goes through a marketer who understands the audience and the business goals behind it.
If it’s not something we’d be confident presenting in a boardroom, it doesn’t leave our drafts folder.
We hire smart, experienced marketers for a reason. Their creativity, judgment, and problem-solving are what drive real results for our clients.
AI makes their work faster and sharper but it doesn’t replace the expertise that our team members bring.
Kalungi has always been a place where driven marketers come to learn and grow. AI helps accelerate that. It gives our team the space to focus on the work that builds careers and delivers real impact for our clients.
Some AI tools are game-changing, but they come with real concerns around privacy and data security.
In B2B SaaS, where competition is high and strategies are sensitive, we’re intentional about how we use AI.
We don’t feed sensitive client information into open tools.
We stay up to date on privacy laws and follow best practices to protect client information.
Kalungi’s promise has always been clear: We become your team and we help you grow fast.
AI is one way we deliver on that promise without cutting corners, sacrificing quality, or risking your business.
As AI evolves, so will our approach, always focused on one thing: helping you generate revenue and grow your business.
If you want to see how we’ve helped over 100 B2B SaaS companies scale faster, book a free consultation, and let’s talk about what we can do for you.
Yasmine is an SEO Specialist at Kalungi. She has 10 years experience working in marketing and has worked with B2B SaaS companies in different industries to boost their organic growth.
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