The Five Tests Every B2B SaaS ICP Must Pass
A profile that fits thousands of companies is not an ICP. It is a market segment with a title slide.
Read the article
Fractional CMO · Kalungi
Xavier Uzcategui
I help B2B SaaS companies turn brand authority into pipeline, with the creative engine and the go-to-market plan built together, not in sequence.
Seven years inside Kalungi, leading creative and demand generation for software companies from MVP to product-market fit. Now leading full go-to-market engagements as a fractional CMO.
Background
Fifteen years telling stories on screen, seven turning them into pipeline.
I came to marketing through audiovisual media — years spent on storytelling across film, video, and every channel it travels through. That work taught me the thing most go-to-market plans miss: an audience decides in the first ten seconds whether to keep watching.
I joined Kalungi in 2019 as a creative specialist and spent the last three years as Senior Creative Manager, leading the design team and the video practice, case studies, demand generation ads, sales collateral, and the brand systems underneath them. Since last quarter I lead client engagements as a fractional CMO, owning strategy, positioning, demand generation, and pipeline against the T2D3 playbook.
Most SaaS companies treat creative as the last step in the funnel. I build it as the first. Positioning that cannot be said out loud in a thirty-second video is not positioning yet.
7
Years at Kalungi, B2B SaaS only
15+
Years in visual storytelling
10+
SaaS companies supported
MVP → PMF
Stage I work in, toward T2D3
What I'm known for
“Xavier always asks the right questions to get the team think and focus on what truly matters: he's thoughtful, proactive, selfless, and has the biggest heart you'll ever meet.”
Ruby Ozuna · Worked with Xavier on the same team
Companies I've helped grow
Logistics, healthcare, HR tech, workplace software and more
.png)
Digital workplace
Workforce safety
CPG planning
Last-mile delivery
Contractor SaaS
.png)
HR & PEO
.png)
Fleet tracking
Strategy execution
Healthcare RCM
Healthcare
How I work
Doing the right things, not more things.
001
Fractional CMO leadership
Strategic marketing leadership for up to two clients at a time. Growth goals, GTM strategy, ICP, and the team to execute against them.
002
Demand generation & pipeline
Ownership of pipeline creation against monthly and quarterly MQL targets, across organic, paid, outbound, and third-party channels.
003
Positioning workshop
Positioning, segmentation, and messaging that differentiate you in a crowded category — and hold up in every asset that follows.
004
Creative that converts
High-converting video and design assets — case studies, demand generation ads, sales collateral — built from the strategy, not bolted onto it.
Currently available for
Q4 2026 engagements
Published thinking
Notes on creative, demand generation, and the B2B SaaS buyer's journey.
What I have learned building video and go-to-market programs for software companies, published on the Kalungi blog.
New Customers Are the Most Expensive Way to Grow a SaaS Company
Acquisition is visible, measurable, and celebrated. It is also the costliest line in the plan.
Read the article
Generic to Unique: Infusing Your B2B SaaS Brand into AI
Generative AI hands every company the same look. Train a model on your own visual language instead.
Read the article
Start here
Get a custom GTM plan
A 30-minute conversation about where your go-to-market stands today, followed by a written plan you keep either way.