She’s Building a B2B SaaS Strategy Without Linkedin or Emails

Klaire has made career jumps most marketers are told to avoid.

That’s because what she’s done is insanely hard and rare.

She’s built GTM strategies in B2B SaaS. Then she went into B2C. Then DTC.

And now, she’s leading growth at Vori—a B2B SaaS + hardware startup building the all-in-one operating system for independent grocers.

It’s a market that still runs largely offline where Vori’s ICP isn’t on email or Linkedin. What?!

Each company Klaire’s joined came with a new industry, revenue model, and way of building a GTM strategy.

Her story raises a question every GTM generalist faces: how do you know when to refine your GTM playbook and when to rebuild it from scratch?

Because when you’re building GTM from zero, success is more than just executing.

It’s about knowing which aspects to keep, break, or rewrite along the way.

Klaire joined me on The GTM Generalist podcast to unpack what that reinvention actually looks like and how you can apply it to your playbook. 

You can check out our conversation here:

If you want a quick summary, below are some of the themes we touched on:

When B2B needs B2C tactics

I asked Klaire what surprised her most about marketing to independent grocers.

She didn't even hesitate: "These people don't check their email. They're not on LinkedIn. I was like, okay, we have to course correct."

Many GTM generalists are trained to build demand through traditional B2B channels like paid search, SEO, email, and LinkedIn.

But Klaire quickly discovered that playbook doesn't work when your customer doesn't live online like many B2B SaaS buyers.

"We're ultimately going after SMB business owners, but we need to market to them in more of a B2C or DTC way," she explained.

But what finally worked were Meta ads, physical mailers, and in-person trade shows.

From the channels to the messaging (emotional, visual, simple), Klaire leaned heavily on consumer growth tactics.

"It seems obvious in hindsight, but Meta was a surprising unlock for us," she said. "The grocery industry is a relationship-based space. These folks want to see the product, touch it, talk to someone in person."

GTM Generalist Takeaway: Sometimes your best marketing plays will come from acting like a consumer brand.

GTM success is about sequencing, not just executing

Klaire joined Vori to build growth from zero. And to 10x revenue in 12 months.

There was no inbound funnel and she walked into a messy Hubspot CRM.

She felt this pull to spend so much time fixing HubSpot and their marketing ops. “But if we don't have any leads, that's not helping the business."

So instead, she treated marketing like Maslow's hierarchy.

First: generate pipeline. Then: fix ops. Later: hire specialists. She accepted that the CRM wouldn't be optimized in the short term.

Only now, several months in with 6 months of healthy pipeline, is she returning to fix Hubspot.

"You have to ask: What's the most important thing right now? What's going to get us to the next level?"

It’s easy to confuse all marketing motion as progress.

Klaire's approach is a reminder that prioritization is a GTM skill, not just a time-management one.

This is the kind of thinking that turns generalists into strategic operators.

GTM Generalist Takeaway: Your biggest edge is sequenced execution. Move like a product roadmap: one launch at a time.

Sales alignment isn't optional when you’re solo

When you’re a marketing team of one like Klaire, you don’t just do marketing. You become a translator between prospects, sales, and product.

Klaire leaned heavily on the sales team to sanity check copy, test messaging, and surface insights while she was learning the industry.

"I don’t come from grocery, so I asked the sales team: Does this even make sense? Would a store owner say it this way?"

The collaboration helped build trust, improved lead quality, and accelerated learning.

"[Sales} are the ones talking to prospects every day. There’s so much knowledge in those conversations."

This dynamic is a good reminder: If you’re solo in marketing, your best insights will come from sales calls.

GTM Generalist Takeaway: When you don’t have a research team, your sales team is your research team. Copy their language, not your competitors'.

This episode is a must-watch for any generalist trying to build GTM from zero in an unconventional or unfamiliar industry.