The book & playbook
The T2D3 B2B SaaS marketing playbook.
A collaboration between T2D3 and Kalungi. Execute a tried and tested B2B SaaS go-to-market strategy, step by step with THE SaaS market playbook.
The right sequence
Early-stage companies need everything but have limited resources. See which initiatives are absolute needs vs. nice-to-haves — what to do right now and what can wait.
All-around approach
Build for short-term growth and long-term scale: martech, content, inbound, outbound, demand gen, partnerships, and everything in between.
Resources & knowledge
Each card ships guides, checklists, or templates to get your team running and fill the gaps where it's less experienced.
Who it’s for
Marketers
You're a T-shaped marketer who needs strategic and tactical direction from a seasoned marketing leader — or buy-in on a long-term growth plan.
“It provides a comprehensive, time-phased list of tasks, deliverables, and templates that support every step of the detailed SaaS marketing process laid out so eloquently in the T2D3 book.”
Malcolm LewisFounder & CMO, HyperGrowth SaaSFounders
You're looking for a proven, low-risk approach to kickstarting and managing scalable marketing in your company.
“We had a plan to execute against, which was extremely valuable. The playbook outlines where you should be month by month on positioning, go-to-market, campaigns, website content, KPIs, and more.”
Jordi PlanaFounder, BeezyCEOs
You do CMO work on the side of your desk, or your marketing lead is skilled in one area but needs support to build a full-stack function.
“This is a recipe booklet, if you will, for what a company like ours needs to do — and in what sequence — to define our brand and bring products to market. This was huge.”
Stanton JandrellCEO, FraxionLook inside: the six phases
Built by the T2D3 and Kalungi teams — including co-authors Stijn Hendrikse and Mike Northfield — over years of building marketing engines at 100+ B2B SaaS companies. A certified T2D3 coach can help you implement it.
Kick-off engagement
Get stakeholder buy-in, run a complete marketing audit, assess product-market fit and stage, set OKRs, and agree on growth priorities.
Marketing strategy
Confirm who and what your product is for: segmentation, ICP, personas, brand voice, positioning in a growth matrix, pricing, and pipeline.
Inbound marketing
Build the inbound funnel — content, website, demand gen — and optimize SEO, paid, and social against your ROI targets and budget.
Commercial operating system
Set up your CRM, automation, and integrations; create hubs for marketing, sales, and service; train the team.
Account-based marketing
Reach individual prospects in a targeted, automated way: lists, messaging, strategy, execution, and the ABM martech to run it.
Optimizing for T2D3 growth
The home stretch: optimize strategy and execution for the long-term growth path — ARPU expansion, pricing, and packaging.
The full playbook comes with the Masterclass
Playbook access is granted to T2D3 Masterclass members — everything you need to build, execute, and manage a complete go-to-market strategy for your B2B SaaS company.
- · Full marketing playbook + walkthrough
- · Full masterclass program
- · All templates and resources
- · Tasks, checklists, and explainers per card
The playbook is the map. The OS is the vehicle.
T2D3 OS turns every card of the playbook into a working, AI-assisted module — in the right sequence for your stage. Start free.