SaaS Backwards Episode 176 - Your $1M+ Media Budget Deserves Better

Guest: Courtney Hiller, Founder of All Points Agency

You wouldn’t hire one person to build your product, sell it, and run support. So why are B2B SaaS companies still expecting one marketer to manage a million-dollar media budget?

In this episode, Courtney Hiller, founder of All Points Agency, joins host Ken Lempit to break down how to build a modern media engine that actually performs—and why yesterday’s paid strategy won’t cut it in 2025.

Key insights from this episode:

• Why splitting strategy, creative, and media buying unlocks performance
• What most in-house teams get wrong about channel mix and audience targeting
• How to fix attribution when your sales cycle is 6–12 months
• Why creative volume—not just creative quality—is the new growth lever
• How to use Reddit, Meta, and programmatic without wasting your budget

If you’re a B2B SaaS CMO or CRO managing six-or seven-figure ad spend, this episode will help you rethink your team structure, channel strategy, and ROI expectations.

Watch the video here.

Referenced in the episode:

How Brand Building and Performance Marketing Can Work Together - Harvard Business Review

Other resources to check out:

Interview with Vinay Bhagat, Founder and CEO of TrustRadius who publishes a yearly report about how B2B buyer behavior is changing.

The Lead Gen Mistake I Guarantee You’re Making – how to create content that better identifies intent from today’s b2b buyer.

And, if you want an outside look at your content with actionable advice, take advantage of our Content Audit. Valued at $20K in free consulting