S7E19 – How SaaS GTM Will Change in 2026: Thought Leadership, Intent Signals & AI-Powered Growth with Glenn Miseroy

How SaaS GTM Will Change in 2026? In this episode of the Grow Your B2B SaaS podcast, host Joran welcomes Glenn Miseroy, co-founder and CEO of Expandii, a cloud-based LinkedIn automation solution. Over the past six years, Expandii has grown to a team of 45 and scaled to 10 million ARR. The conversation digs into how go-to-market motions will evolve by 2026, why employee-led thought leadership will become central to growth, how AI will reshape ideation and timing, and why signal-based, intent-driven approaches must replace traditional lead lists. Glenn also shares how he would rebuild a go-to-market motion from scratch, how to operationalize signals across channels, and what founders should prioritize at different revenue stages—from zero to 10K MRR with founder-led growth to scaling toward 10 million ARR with clear ICP and aligned storytelling.

The Evolution of Go-To-Market Motions by 2026

Looking ahead to 2026, Glenn anticipates a significant shift in go-to-market motions. While founder-led growth has dominated the conversation recently, the future will expand beyond the founder. People throughout the company will increasingly play a central role by expressing their expertise, sharing knowledge, and building reach on platforms like LinkedIn. This shift is about more than visibility. It’s about speaking to different awareness stages of the problems target audiences are facing and broadening reach by involving multiple voices. Glenn believes many companies are underestimating how important this will be and are only slowly making the transition. By 2026, this will be the norm rather than the exception.

Why People-Led Thought Leadership Matters

According to Glenn, the people inside the company—especially those in customer-facing or department lead roles—are uniquely positioned to communicate value to the market. They are in the trenches, understand the pain points, and can speak credibly about the solutions. When they share consistently on LinkedIn, they create reach and resonate with different parts of the market. Each person attracts a slightly different audience and opens new doors. The result is not just more engagement but a richer set of signals that can be transformed into intent and fuel a full-funnel go-to-market motion.

This change also enables companies to address different stages of awareness more effectively. Instead of pushing purely product-first messages, teams can educate, offer perspective, and build demand by guiding people through the journey of understanding their challenges and the outcomes they want. Over time, this creates a compounding effect that empowers sales and accelerates growth.

How AI Will Reshape Thought Leadership and Go-To-Market

AI will be a key enabler of this evolution. Glenn sees AI as a tool that helps with ideation and brainstorming, particularly for thought leadership on LinkedIn. AI can help teams identify relevant topics, structure content across awareness stages, and transform published content into signals that can be used in go-to-market pipelines. As more content is created and more interactions occur, AI can help filter, enrich, and prioritize signals so outreach happens at the right time with the right message.

This is especially important in a world where platforms increasingly limit the amount of outreach possible. With less volume available, quality becomes critical. AI helps companies personalize outreach, understand timing, and learn more about prospects before reaching out. This combination of better ideation, sharper intent, and smarter timing makes go-to-market motions more efficient and effective.

From Signals to Intent: Building a Smarter Funnel

Glenn emphasizes the importance of interpreting actions across channels as signals and using them to infer intent. He describes a broad range of distribution channels—company and personal LinkedIn profiles, websites, blogs, webinars, co-webinars, partner events—and explains that each channel generates signals. These include website visits, LinkedIn profile views, post engagements, inbound connection requests, follows, and other interactions. Each of these actions can represent a different level of intent.

The goal is to identify the strongest signals and convert them into a prioritized, intent-driven pipeline. Rather than treating every interaction equally, the smartest systems consolidate signals from multiple sources, determine which ones matter, and enable timely outreach. This approach is the backbone of a full-funnel motion in which thought leadership generates reach, signals reveal interest, and sales capitalizes at the right moment.

The Importance of Timing and Personalization

Timing and personalization are inseparable from intent. Glenn points out that while many growth loops already exist—such as using thought leadership to feed sales pipelines—the difference in 2026 will be how precisely companies execute. AI will help determine when to reach out and how to tailor messaging. He illustrates this with a practical scenario. When someone becomes a new head of sales, the first days of the job are spent getting used to the company and its processes. In the second month, however, they start looking for ways to optimize. That is the right moment to reach out, not on day one with a generic pitch. This subtlety in timing can transform results.

Platform Constraints Make Signal Quality Essential

The conversation also touches on platform constraints and why intent signals are gaining importance. As more platforms limit outreach volume, companies no longer have the luxury of playing a numbers game. Success depends on capturing and interpreting the right signals and using them to guide focused outreach. This raises the bar on go-to-market operations. Companies must be able to identify where engagement is happening, quantify intent, and respond with the right message at the right time across channels.

Rebuilding a Go-To-Market Motion from Scratch in 2026

When asked how he would rebuild a go-to-market motion from scratch in 2026, Glenn outlines a two-phase approach. In phase one, he would identify a set of customer-facing roles inside the company and enable them to lead thought leadership on LinkedIn. The focus would be on addressing different awareness stages of the problems the company solves. For example, if the solution helps companies capture signals from post engagement, the content would guide people on how to create good posts and choose effective topics for their audiences. This phase is about creating reach through consistent, relevant content. Teams can initially boost reach by engaging on each other’s posts or by using paid boosts on proven content, but the real goal is to find resonance with the target audience. Glenn notes that this is a long game that takes at least three months to start showing traction.

Phase two is about catching signals from all the people across the company who are publishing and engaging on LinkedIn. When multiple team members share content, the company’s reach increases, and audiences diversify. By consolidating signals from across profiles, the company can detect intent more reliably. Glenn would then funnel these signals into the sales team so they can reach out at the right moment. This is the crucial difference he would implement in 2026. Lead lists are no longer effective on their own. Instead of building a static list first and then trying to find interest, companies should capture signals to build dynamic lead lists driven by intent.

Lead Lists, ABM, and the Role of Company-Level Intent

The discussion clarifies how lead lists compare with account-based marketing. Glenn’s view is that while targeting companies is still useful, the real depth comes from recognizing that multiple people within a single company can and will show intent. One person might visit a profile, another might engage with a post, and yet another might follow a team member. These signals add up to a higher level of company-level intent. On the inbound side, this informs when and how to follow up. On the outbound side, the approach is to build relationships first. By connecting with multiple individuals across a target company and posting awareness content, teams increase the likelihood that one of those posts will trigger interest. The outcome is not a cold motion but a warm—or even hot—outreach based on demonstrated intent.

How to Start Without Losing Focus

For companies excited to adopt this approach, the challenge is operational. The people best positioned to post—department leads and those in customer-facing roles—are also the busiest. Their primary focus is running their functions, not creating content. Glenn has encountered this challenge firsthand and has taken steps to enable his team. He mentions using Scripe, a content SaaS tool that supports thought leadership on LinkedIn. Scripe helps by structuring content from top-of-funnel to bottom-of-funnel, conducting AI-powered interviews to ideate topics, and generating a 30-day content calendar. Teams then simply approve and schedule posts. This creates a framework that reduces friction and helps maintain consistency.

Even with tools, posting can remain a bottleneck. Someone must press publish, and there is often hesitation. People worry about being perfect or about how colleagues, friends, and family will react. Glenn’s advice is to push through that. The first posts may not be perfect, and that is fine. Improvement comes from repetition. What matters is whether the content resonates with the ICP and provides value, not whether non-ICP contacts approve. Glenn shares that he has heard friendly jokes about his posts many times, but he does not mind. His ICP reads, follows, and learns from what he shares, and that is the real measure of success.

AI’s Impact on Teams and Headcount

The conversation also explores whether AI will reduce headcount by 2026 or simply change the types of roles companies hire. Glenn believes we are in a transition phase where AI is primarily used to optimize processes and make people more effective. Over time, it could reduce headcount, but he prefers to think of AI as a way to enable growth. Rather than replacing people, the priority is to scale the company and equip teams to do more in less time. As companies grow, there will still be a need for people to manage and execute, even if AI takes on parts of the workflow.

A Proven Growth Loop—and How It Will Strengthen

Glenn describes a growth loop that his company has already activated: thought leadership on LinkedIn generates engagement, which fills the sales pipeline. This loop is real and effective, and its power will increase in 2026 as personalization and timing improve. The central lesson is to use AI not just to find people showing intent but to deepen understanding before outreach and to contact them when they are most receptive. The earlier example of a new head of sales underscores the subtlety that makes outreach effective. Reaching out in the first days of a new role is too early. The second month is more likely the right moment, when the person is actively searching for improvements. These nuances turn engagement into opportunities.

From Zero to 10K MRR: Founder-Led Growth and LinkedIn

For founders building from zero to 10K MRR, Glenn’s advice is to keep it lean and focus on LinkedIn as a primary channel. The platform is where many buyers are already active, and thought leadership is effectively free. The cost is time and effort rather than budget, which aligns with the realities of early-stage companies. Founders should be vulnerable, share their journey, articulate the problem they are solving, and invest in the long game. Momentum builds slowly, but the compounding is powerful. Along the way, founders should capture and learn from intent signals and take every call with customers. In this stage, the motion is founder-led. This ensures the founder understands the customer deeply and can iterate quickly on messaging and product based on direct feedback.

Scaling Toward 10 Million ARR: ICP Clarity and Storytelling

Scaling from 120K ARR toward 10 million ARR requires sharper focus. Glenn stresses the importance of getting a clear ICP and aligning all messaging and motions to it. Until 120K ARR, companies may need to explore and test across segments within their total addressable market to determine what works best. But after that, focus becomes essential. The software does not work for everyone, and the company must decide where to concentrate efforts. Everything—from messaging to campaigns to team motions—should align with the chosen ICP.

Storytelling becomes increasingly critical as well. People do not simply want to buy a resolution promised in a headline. They want to feel like the hero, with the company playing a supporting role in helping them get to the desired outcome. Glenn contrasts a simple end-state promise like “10X your meetings” with an approach that acknowledges the audience’s struggles and explains how the product will help them progress toward that outcome. An end-state message might work for those already fully set up and ready to scale, but it does not resonate with those earlier in the journey. The more effective approach is to clearly communicate the starting point, the pain, the plan, and the transformation, and to articulate which part of the journey the product helps with.

The Long Game of Thought Leadership

A recurring theme throughout the conversation is that thought leadership is a long game. Whether it is led by founders in the early days or distributed across multiple people later, it takes months to establish reach and resonance. Glenn estimates at least three months to kick off when building a motion for 2026. Early on, teams can help boost reach by engaging internally or using paid boosts on strong posts, but the engine really starts to hum when the content aligns with the ICP and the audience responds. As reach grows, more signals appear, intent becomes clearer, and pipelines fill more predictably.

This long game requires patience and systems. Tools can streamline ideation and scheduling. AI can segment topics across awareness stages and translate content into actionable signals. Sales can be equipped to respond at the right time with the right message. But the foundation is consistent, relevant, value-driven content created by people who understand the market’s pain and are willing to share their expertise openly.

Operationalizing Signals Across Channels

Operationalizing signals requires discipline and alignment. The company needs to centralize input from multiple distribution channels—LinkedIn profiles, website analytics, blog interactions, webinar attendance, and partner events—so it can recognize patterns and measure intent. This is magnified when multiple team members publish and attract different parts of the market. By pooling signals across profiles and roles, companies can detect higher-intent prospects more reliably and at the company level, not just at the individual level.

From there, the motion must be tight. Signals should be scored or at least prioritized, and outreach should be coordinated. The goal is not volume but relevance. The outreach message should reflect what the person engaged with, and the timing should align with what they are likely prioritizing at that moment. The future of go-to-market is not about pushing more messages into the market; it is about listening more closely and responding more intelligently.

Overcoming Internal Bottlenecks

One of the biggest hurdles in activating an employee-led motion is simply getting posts out the door. People often hesitate because they want to be perfect and worry about how they will be perceived by colleagues, friends, or family. Glenn’s advice is to focus on the audience that matters: the ICP. If your ideal customers are learning and engaging, that is success. Early posts may not perform well, and that is normal. Improvement comes with practice, and the market will show you what resonates. The bottleneck of pressing publish can be reduced by having a content calendar, using tools to structure ideas, and creating a cadence that becomes habit. But ultimately, it requires a mindset shift: progress over perfection, and value over vanity.

Founder Priorities by Stage

Across stages, the founder’s role evolves but remains central. From zero to 10K MRR, the founder should lead. That means posting on LinkedIn, taking every customer call, and learning directly from signals and conversations. It is a time to experiment with messaging and to refine the ICP based on real interactions. As the company approaches and passes 120K ARR, the founder must drive focus. The company should decide where to concentrate efforts, align messaging, and build repeatable motions. Scaling toward 10 million ARR requires operational discipline, cross-functional alignment around ICP, and a stronger emphasis on storytelling. Throughout, the founder’s voice matters, but the reach multiplies when more people in the company share their perspective and connect with the market.

Putting It All Together for 2026

The emerging playbook for 2026 blends people, AI, and intent. People lead with thought leadership to generate reach and educate across awareness stages. AI supports ideation, organizes topics, and translates engagement into actionable signals. Signals are centralized across channels and across people to surface intent. Sales acts at the right moment with personalized, relevant outreach. The company abandons static lead lists and instead builds dynamic, intent-driven pipelines. Outbound becomes warmer because it is rooted in engagement and relationship-building rather than cold volume.

The motion is not instant. It requires three months or more to establish momentum, and it demands that busy, credible people inside the company contribute consistently. Tools can help extract ideas and build calendars, but human judgment and willingness to share remain the core. The rewards compound. As messages resonate and audiences grow, signals increase, intent clarifies, and pipeline becomes more predictable.

Final Thoughts and How to Connect

The conversation closes with practical guidance for founders at different revenue stages and a reaffirmation of the power of storytelling, ICP clarity, and timing. Thought leadership is not a vanity exercise; it is a growth engine when tied to intent and translated into timely outreach. Companies that embrace this motion and equip their people to contribute will be better positioned to scale smartly in 2026.

For those who want to reach Glenn, he can be contacted via a meeting link on the Expandi website or directly on LinkedIn. Joran encourages listeners to connect if they enjoyed the episode, suggest guests or topics, or explore opportunities related to the show.

Key Timecodes

• (0:00) – B2B SaaS Podcast Intro: GTM 2026, intent signals, LinkedIn thought leadership, AI
• (1:14) – Guest Intro: Glenn Miseroy, Expandi CEO, LinkedIn automation, 10M ARR
• (1:49) – 2026 GTM Vision: employee-led thought leadership, hybrid PLG + SLG
• (2:57) – AI for Thought Leadership: ideation, personalization, timing
• (3:34) – Defining Intent Signals: website visitors, LinkedIn profile views, post engagement, followers
• (4:13) – Signal-to-Intent: timing outreach with high-intent signals
• (5:10) – Full-Funnel GTM: thought leadership reach to multichannel outreach
• (5:42) – Rebuilding GTM 2026: team-led LinkedIn thought leadership strategy
• (6:49) – Phase 2: capture engagement signals, route to sales, no more lead lists
• (7:58) – Company-Level Intent + ABM: multi-contact warming, signal-based outreach
• (9:15) – Enabling Employee Advocacy: content ops, Scripe, AI content calendar
• (10:35) – Overcoming Posting Fear: ICP-first mindset on LinkedIn
• (12:00) – Sponsor: Reditus affiliate referral platform for B2B SaaS
• (12:57) – AI and Headcount: efficiency, enablement, process optimization
• (13:44) – 2026 Growth Loop: thought leadership pipeline, AI personalization, timing triggers
• (14:50) – Trigger-Based Outreach: new Head of Sales timing on LinkedIn
• (15:14) – 0–10K MRR: founder-led growth on LinkedIn, capture intent signals
• (16:39) – Scaling to 10M ARR: clear ICP, aligned messaging, storytelling
• (17:58) – Messaging Framework: problem-led narrative vs “10X meetings”
• (18:59) – Connect with Glenn: LinkedIn, Expandi website
• (19:11) – Outro CTA: subscribe, sponsor, Reditus info

Transcription

– Joran

Welcome back to the Grow Your B2B SaaS podcast.

– Joran

Today, I’m joined by Glenn Miseroy, co founder and CEO of Expandi, one of the fastest-growing LinkedIn automation platforms scaling from zero to 10 million AR in just six years. In this episode, Glenn breaks down how go-to-market motions will change in 2026, why companies must shift from needless to signal-based, intent-driven go-to-market, and how employee-led thought leadership will become a core growth channel. We discuss how AI will thought leadership go-to-market by improving ideation, personalization, and timing, and why companies need multiple people and not just founders building reach on LinkedIn. Glenn also shares how he would rebuild a go-to-market motion from scratch, why thought leadership creates a compounding pipeline and how to operationalize signals across channels and what founders must do at different stages. So going from zero to 10K MR with founder-led growth to scaling towards 10 million ARR with clarity on their ICP storytelling. It’s going to be a super tactical episode for SaaS founders who really want to scale smarter in 2026. So let’s just dive right in.

– Joran

Welcome to the Grow Your B2B SaaS podcast. Could you quickly introduce yourself? Who are you and what do you do?

– Glenn

My name is Glenn. I’m a co founder of Expandi, currently in the role as a CEO. Expandi is a LinkedIn automation solution in the cloud. We exist over six years now. We are a team of 45 people, and we were able to grow our company to 10 million They are within six years.

– Joran

Nice. You know a thing or two about go-to-market. We’re going to look at go-to-market strategies in 2026. You have product-led growth, sales-led. Will hybrid motions become more important? What is your vision for 2026?

– Glenn

That’s a good question. A lot of people talk about, let’s say, founder-led growth, which is something which is hot, I think, beginning of this year. What I do see changing in 2026, that is not only the founder, but also the people who actually within the company doing thought leadership, for instance, on LinkedIn, share their expertise, share knowledge about the company, and that actually helps for a new go-to-market motion.

– Joran

Yeah. Really, I guess, help having the people within the organization to go more out and actually share things about their market.

– Glenn

Yeah, I think the people become more important not only to express themselves on LinkedIn, But also it shares more like, for instance, different awareness phases of the problems that people are having. I think that’s one of the main things that right now a lot of companies are undervaluing, slowly making that transition. But I do think that’s the future for 2026.

– Joran

It’s funny that you mentioned it people because a lot of companies and people are looking at AI. How do you think AI will reshape, I guess, go-to-market, will then help the people to be more active?

– Glenn

Yeah, definitely. People Doing thought leadership on, for instance, LinkedIn. Let’s take that as an example. Ai can help you, let’s say, ideate or brainstorm about what should be the thought leadership about, or what different type of awareness stages. As soon as, let’s say, people start publishing content on LinkedIn or doing the thought leadership, AI can actually help you transform that into, let’s say, the right signals, getting the right signals and using that in the pipelines to do, for instance, outreach.

– Joran

When we talk about signals, is it then people opening up emails, going to the website, doing certain actions in the app? What do you mean with signals in this case?

– Glenn

That’s a very good question. What do I mean with signals? If you look, for instance, at you have different, let’s say, distribution channels, right? Your website, your blog, LinkedIn could be one of the distribution channels, webinars, co-webinars, partner events, all those distribution channels. Basically, imagine you have all those signals, like from the website, the website visitors, a LinkedIn visitor. You have a company page on LinkedIn, you have your personal page on LinkedIn, a data signal. Basically, people visit your profile pages, but people could also engage on a post, or they could, for instance, send you an inbound connection request, or send you, let’s say, they started following you.

– Joran

It’s almost like turning the signals into intent.

– Glenn

Exactly. To get a certain level of intent from those signals and then use that in, let’s say, outreach. So you reach out to them at the right time.

– Joran

Yeah, that’s it. Because I guess there are so many things people take action from. They follow you, engage with your content, go to the website, so you can capture everything in, I guess, the full funnel and then figure out who should you actually reach out to at the right time with the right message.

– Glenn

Yeah, definitely. With all the platforms limiting, let’s say, the amount of outreach that you can actually do, the types of signals and how high is the intent actually becomes more and more important every day.

– Joran

Yeah, because I think that’s also a big challenge, right? You can automate a lot, you can use AI a lot, but then actually having an efficient go-to market, this is what you mean, using the intent signals which are already out there to make sure you reach out to the right person at the right time.

– Glenn

Yeah, I believe it starts with, let’s say, doing thought leadership first in order to create awareness. That will get you actually reach. With that reach, you actually have to define what is important, and then you get actually to the intent signals. From the intent signals, you create a full, let’s say, full funnel motion where you can also do outreach or do multi channel.

– Joran

Let’s take it one step back. You guys are now… You grew from zero to 10 million AOR pretty quickly. If you could rebuild your go-to-market motion from scratch in 2026, what would you do?

– Glenn

Actually, if I have to rebuild my go-to-market motion in 2026, I would kick off with defining a couple of people within the company who should be doing thought leadership because they are the, let’s say, the entrance to the entire market in that sense. I would define, let’s a set of customer-facing roles who start doing thought leadership on LinkedIn on different awareness stages of the pain points that we actually solve. For instance, we help people catching the signals from people who engage on posts. If that’s one of our pain points, we would actually be talking about what are, let’s say, good posts or good topics to post on LinkedIn within your company. If you basically start with thought leadership as a first phase, in order to create reach, you could literally, you could boost a post on LinkedIn with paid ads, or you could actually with a team start engaging on each other to create a better reach in the beginning. If that really resonates with your target audience, the amount of, let’s say, impressions you get, but also the amount of engagement you get will increase over time. But this is a long game. It would take at least three months to kick off.

– Glenn

That would be phase one. Phase two would be to catch all those signals that we get from multiple people within the company. Because if you do only founder that, only the founder start posting about their journey. But if you do it with a team of, let’s say, 10 people, of course, your reach will be bigger and the audience will be different. Different types of companies. As soon as you catch all those engagement and the intent, I would actually funnel that to sales teams to reach out at the right moment. Because I do think that a lot of companies right now are doing that wrong. This is what I would do different 2026. Leadlist don’t work anymore. Instead of using leadlist, you have to catch the signals in order to build your leadlist.

– Joran

When you When you talk about lead list, we all know TAM, total addressable market. Often what companies do is have account-based marketing campaigns where they target certain accounts and then they could catch the intent. Is that the same as you refer to lead list or is that something else?

– Glenn

You mean account-based marketing? That would be different, right?

– Joran

Yeah, well, a lead list for you, is that already, I guess, just all the people who came in and filled out a form and became a lead, or is it more as in companies you target?

– Glenn

I think it goes deeper. It could companies you target, the account-based marketing in that sense. I wouldn’t exclude it only because I think also on the other side, a company could show multiple intents. So multiple people within a company who could be your ideal client profile, It would show multiple intent signals. So one person within a company could visit your profile, or that same person could visit someone else’s profile within the company, or it could even engage on a different person in the company’s post. Side, and that shows a certain level of intent. But that’s more on the inbound side. On the outbound side, I do think you could target companies and you could actually pose and create awareness and start building relationships first, so connecting to people. If you then would connect with multiple people within your company to people within their company, there’s a higher chance that one of the awareness posts could actually trigger them to show a certain intent.

– Joran

Yeah, so it’s not going to be cold reach out anymore. It’s going to be warm, even hot sometimes. If people are listening are now thinking like, Hey, we definitely want to start doing this, it’s almost a new growth channel. How should they treat this? Because you mentioned it takes 3-6 months to probably see some results. How can they start doing this without losing too much focus on actually growing the business as well?

– Glenn

We noticed within our company, it’s really difficult to do because the people who you actually want to be posting on LinkedIn, those are the ones that are actually in the trenches. Those are department leads who you actually want to post on LinkedIn. That’s not our main focus. The focus is to actually run the department to make sure everything goes fine. We try to enable them with providing some tools. I don’t know if I can mention any tools. Yeah, go ahead. Okay, all right. We use Scripe, which is, let’s say, a content SaaS, which helps you with doing thought leadership on LinkedIn. They basically, they would divide it in from top of funnel to bottom of funnel and the different types of topics you want to discuss. They can do online interviews with your people with AI to actually ideate across certain ideas. They would just do an AI interview and shape up multiple topics around that. As soon as that’s ready, they can actually create a content calendar for you for 30 days. In that sense, they only need to approve the post and it will be posted automatically. That is like, I would say, a stick behind the door.

– Glenn

On the other end, they still need to actually post that. They need to either copy that or schedule it, but they need to press the button to post it. That is actually a bottleneck still.

– Joran

Because are people then afraid to put themselves out there or what is it?

– Glenn

I think for everyone, if you start posting, you think you want to do it perfect, right? At least we know we have an audience on LinkedIn, our friends, our family, but also business colleagues are all on LinkedIn. If you post something, you know that all of them are going to see it. That’s the first, I would say, some a board or a bump you need to go over. You simply shouldn’t care because every first post is maybe not the right post. And you will get better over time. You shouldn’t care about all the people that read it that know you personally. It’s more about what is the message you’re trying to bring. I think that is the most important because it doesn’t matter if a lot of your audience, let’s say, it matters if your audience likes it, if your audience can learn something from that and not if your family members are seeing that.

– Joran

Exactly. I think the audience and then your ICP should get it because for me, for example, a lot of my friends from soccer or my family I have a lot of fun things to say about my post. I don’t care because it’s not my ICP. The ICP I have actually understands it.

– Glenn

Yeah, 100%. Often when I’m at birthday parties or meeting friends, literally the message is like, Hey, I’ve read your story now 15 times already. Simply, I don’t care because let’s say my audience, my ICP is reading it, and they start following me and start liking those posts because I can teach them valuable lessons over and over. And the family, yes, I stop my audience.

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– Joran

You talked a little bit about AI and automation, I guess, to create the content. How will it impact scaling when we look at AI? Will it start reducing headcount, or will it just change the type of people we’re going to hire in 2026?

– Glenn

That’s a really difficult question. I do believe at the end, it could reduce headcount. I think we’re in some a transition phase where we try to optimize all processes within the company and help the people to be actually more effective. That’s what we’re doing now. At the end, it could reduce headcount, but what do you rather have? I think you rather have company growth, and then you still need people to manage certain things. I rather keep headcount, but enable them as much as I can to free up that time if we scale up.

– Joran

Using AI to leverage or to make sure people enable them to do their work rather than replacing them.

– Glenn

Yeah, to do the work more efficiently, let’s say.

– Joran

If we look at 2026, what is one growth loop you think will going to be really be powerful for SaaS companies?

– Glenn

Well, I have already some examples that are really powerful. One of the examples is, for instance, we started with founder-led growth, in that sense. We did thought leadership on LinkedIn, which got a certain level of engagement that could actually keep look filling our sales team’s pipelines. We are ready to create that growth look. The only thing is it becomes more important, the type of message you send. I do think AI is an important factor here to use, not only people that show a certain level of intent, but also that could learn more about them before you reach out to them. I do think this growth look already exists, but I think in 2026, the personalization is more key and the timing as well. I’m going to give you one example. Imagine you have a new head of sales who joined a company. People could filter that out on LinkedIn, right? The moment they do that, they’re going to reach out immediately to those people that just entered their job. In their first moment, the first getting used to the company, getting used to the processes. In the second month, they start looking for different options, how to optimize certain things.

– Glenn

I think that’s the right moment, and not on day one when they switched their job, right?

– Joran

No. Congrats with the job. Do you want to buy our service?

– Glenn

Yeah, exactly. I’m still getting used to the company, right? Yeah. Nice.

– Joran

We’re going to start wrapping things up. We’re going to have two questions regarding revenue stages. For a founder who’s just starting out, going from zero to 10K monthly recurring revenue, what advice would you give him or her?

– Glenn

Try to do it as lean as possible. Try to get your amount of impressions. I would say LinkedIn is a very good go-to-market channel, not because we offer LinkedIn automation and skill, but more in general. Linkedin is a very good go-to-market channel. I mean, your buyers are there. The only thing is you have to be a little bit vulnerable in how you set up yourself and actually showcase what you’re doing, which problem you are solving. It’s a long game. It will take a little bit longer. But I do believe this is one of the best, let’s say, not expensive at all. You just need to invest your time. Same like if you’re bootstrapping a company. Are we talking, by the way, about bootstrapping companies? It could be anything. Yeah, okay. Regardless, LinkedIn is a good channel. It’s cheap. Topleadership is actually free. The only thing is you need to invest your time. I think this is one of the best things to kick off with. Then properly try to catch all those intense signals and learn from them. If you ask me what growth this is, is this product-led, sales-led? I think it’s still founder-led.

– Glenn

From 0 to 10, you should be doing founder-led, founder-led motion. Also, you have to dive into every call with your clients as well.

– Joran

Let’s assume we now pass 10K MRR and you made that journey towards 10 million ARR. What advice would you give other SaaS founders here? You can chop it up, you can do however you want.

– Glenn

If you scale up from 120K ARR to 10 million ARR, I think What’s most important is to get a clear ICP. Your software doesn’t work for everyone. I think until you reach 120K ARR, you have to figure out which part of the total addressable market of your ICP is working best. In the beginning, you can pioneer. You need to sell because you need to see what actually… Not sell, but more test. I think if you pass that certain stage, you need to scale up. You need to make a decision. Your messaging should align. Everything should align to that, let’s say, ICP that you defined. Everything should align to that. One of the most important things in both scenarios, if you want to scale from zero to that stage or from that stage to 10 million ARR, is storytelling. People don’t want to buy the resolution. You need to make them feel like they are the hero and you are helping them to get to that resolution instead of just selling that resolution. A simple example is For instance, 10X your meetings. Yeah, that’s a great end result. But what do you do for me to reach 10X my meetings?

– Glenn

You need to tell them, explain them. Storytelling, I think, becomes more and more important.

– Joran

Because I think you actually have it on the website, 10X your meetings.

– Glenn

Yeah, that’s wrong. You should have just a message.

– Joran

No, but it could be the end message, and then you take them on a journey, you tell a story on how to actually get there.

– Glenn

It could be. I rather believe in, okay, you’re a salesperson, and you struggle with this, this, and this. We see that you struggle with that. This is how we’re going to help you and transform to, let’s say, the 10X meetings. Which part of the journey do we help you with? I believe more on that than just selling the end result 10X more meetings, because At the end, everybody that sees that is interested in how. How are you going to do that? If it resonates, people need to understand what is your starting point instead of just 10X your meetings. That’s nice. If somebody already has a sales team, everything in motion, set up, and then we can 10X their meetings. But what say if you’re just a starter? Like your first question now, right? If you’re a starter, what would be your advice? Tenx more meetings when everything is not set up, doesn’t make any sense. It doesn’t resonate, right?

– Joran

Yeah, Makes sense. If people want to get in contact with you, Glenn, how can they do so?

– Glenn

If people want to reach me, they can just book a meeting with me on my expandly website, or they can reach out to me on LinkedIn. Nice.

– Joran

Thanks. Thank you for watching this show of the Grow Your B2B SaaS podcast. You made it till the end, so I think we can assume you like this content. If you did, give us a thumbs up, subscribe to the channel. If you like this content, feel free to reach out if you want to sponsor the show, if you have a specific guest in mind, if you have a specific topic to cover, reach out to me on LinkedIn. More than happy to take a look at it. If you want to know more about Reditus, feel free to reach out as well. But for now, have a great day and good luck growing your BTB SaaS.