What does IG fractional CMO for B2B SaaS look like in practice?

Senior IG operator embedded in the growth function. Buyer-first positioning rebuilt. Data layer stitched. AI deployed inside the marketing stack. Weekly working sessions. Quarterly outcome reviews against pipeline targets.

Which IG case studies are B2B SaaS?

All Voice AI is the flagship. Additional SaaS engagement detail under MNDA across companies including AllVoiceAI, Unbound, and others.

How does IG compare to Kalungi for SaaS specifically?

Kalungi has tighter SaaS process discipline (T2D3 playbook). IG ships AI products in production and operates a sister VC arm. Different structural choice. Both excellent within their lane.

Fractional CMO · For B2B SaaS

Fractional CMO for B2B SaaS

Most fractional CMOs for SaaS will hand you a T2D3 playbook and a CRM rebuild. We hand you that, plus the AI agents that compress the work the playbook used to require.

What we see in this vertical.

First GTM motion stops compounding

Founder-led sales gets you to $5M ARR. Outbound + paid gets you to $15M. The next layer is a marketing system that produces qualified pipeline at predictable cost. That system rarely exists organically; it has to be built.

MarTech debt is real

HubSpot, Marketo, Salesforce, Segment, dbt-on-Snowflake stitched together with gaps. The data lineage is broken in at least two places. The fix is the rebuild between them, not another tool.

Positioning is fuzzy

Series B SaaS homepages typically lead with capability description instead of buyer problem. We run the buyer-first rewrite as the opening act.

AI is a line item without a system

Most SaaS marketing teams have a $50K-$250K AI budget and a stack of single-purpose agents that do not coordinate.

Attribution does not survive the funnel

MQLs to opportunities to closed-won via three platforms that each have their own version of truth. The CRO and CMO see different numbers.

The IG approach.

Diagnose the marketing system

Audit positioning, paid spend, pipeline conversion, AEO surface, and the AI line item. Deliver a written read of where the engine is breaking.

Rebuild positioning and homepage

Buyer-first rewrite as the opening act. Sharpened positioning shipped to the homepage and the sales deck.

Stitch the data layer

HubSpot or Salesforce + warehouse + attribution rebuilt so the founder, the CMO, and the CFO see the same numbers.

Deploy AI inside the function

Small language models + agentic workflows wired into the marketing stack. Beat or Next Best Action for client-side visibility.

Quarterly outcome reviews

Pipeline targets reviewed quarterly, scope flexes without renegotiation as the bottleneck moves.

Proof.

The flagship B2B SaaS engagement at IG is All Voice AI. Fractional CMO mandate turning a category bet into investor-ready narrative. Positioning sharpened to "All Voice. All Calls." with three named product lanes. Voice AI Ads framed as a patent-pending category with a $320B TAM narrative.

The structural difference vs Kalungi (the SaaS specialist): Kalungi runs T2D3. IG runs T2D3 plus a deployed AI product stack plus a sister VC arm. Honest comparison here.

Talk through a fractional CMO mandate for your category.

30 minutes. Bring the bottleneck.

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