1

Welcome to SaaS Marketing 2026

Introduction to the course and the fundamental shift in the SaaS marketing landscape by 2026.

• The end of the traditional 'Rank-Gate-Nurture' playbook
• Transition from AI-enhanced to AI-first marketing strategies
• Overview of the new buyer journey: 83% happens in the 'Dark Funnel'
• Course objective: Building a growth engine optimized for generative engines

2

Why the Old Playbook is Broken

Analyzing the collapse of linear funnels and the rise of customer acquisition costs.

• CAC has surged over 200% in the last 8 years
• Buyers are 70-80% through the decision process before visiting your site
• Linear attribution models fail to capture multi-touch interactions in private communities
• [Table] 2020 vs 2026: From SEO-focused to AI-discovery focused

3

Knowledge Check: The 2026 Landscape

Assessing understanding of the current SaaS marketing challenges.

• Identifying the percentage of the journey in the dark funnel
• Recognizing the primary cause of rising CAC

4