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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.

Referenced in the episode:

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

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Ep. 176 - Your $1M+ Media Budget Deserves Better

SaaS Backwards - Reverse Engineering SaaS Success

Ep. 176 - Your $1M+ Media Budget Deserves Better