In this episode of Frenemies - where growth meets reality, I’m joined by Adam Holgren to unpack what actually drives growth in modern B2B and where many companies still get it wrong.

We talk about the shift from product-led differentiation to brand and narrative, why “demand generation” might be misunderstood, and how attribution fits into a reality where buyer journeys are anything but linear.

From crowded markets to long sales cycles, this conversation explores the gap between how growth is planned and how it actually plays out in practice.

Topics we cover:

• Why the best product doesn’t win in crowded markets
• The role of brand, narrative, and voice in modern B2B
• Why “demand generation” might be the wrong way to think about demand
• The difference between demand capture and staying top of mind
• Attribution in B2B: what it can (and can’t) tell you
• Why most companies still rely on flawed measurement models
• Long buyer journeys and what they mean for marketing strategy
• How to balance short-term results with long-term growth

Links & Resources:

• Connect with Adam Holgren on LinkedIn
• Learn more about Fibbler
• Follow Adam Holgren on YouTube

Community is often treated as a marketing initiative.

In reality, it’s much bigger than that.

In this episode of Frenemies, I sit down with MC Silver, Head of Community & Events at Zensai and co-lead of Women of SaaS, to unpack why community is becoming a key driver across the entire B2B go-to-market motion.

We talk about what companies are getting wrong, why community is often misunderstood, and how it connects marketing, sales, and customer success in a way most teams aren’t set up for.

From internal alignment to external impact, this conversation challenges the idea that growth is just about acquisition - and explores what it really takes to build trust, retention, and long-term value.

In this episode, we cover:

• Why community is more than a marketing channel
• The shift from acquisition → retention and expansion
• How the community acts as the “glue” across the full customer journey
• Why internal community and alignment come first
• The role of LinkedIn, thought leadership, and influencer marketing in B2B
• Why smaller, curated experiences are becoming more valuable
• How to think about community as a long-term growth strategy

Join Women of SaaS

Follow MC Silfer on LinkedIn

Visit Zensai's Website

AI isn't just changing products - it's changing how companies build, grow, and compete. In this episode of Frenemies, Julia sits down with Michael Heiberg, CEO of Ocean.io, to explore how AI is fundamentally reshaping product development, go-to-market strategy, and company growth.

From AI-driven productivity gains in engineering to the shift toward LLMs as the new user interface, Michael shares how Ocean is navigating rapid innovation and what it takes to stay ahead in a market that’s evolving faster than ever.

A pattern that often comes up when working with B2B teams: companies focus heavily on building and shipping, but far fewer rethink how their product, pricing, and GTM model need to evolve alongside AI.

We dive into:

• Why AI is shifting SaaS from UI-driven products to infrastructure and APIs
• The move from seat-based to consumption-based pricing
• What it really takes to expand into the US market
• How to build brand and demand through LinkedIn and PLG
• The tension between speed, innovation, and sustainable company growth

Follow Michael Heiberg on LinkedIn

Check out ocean.io