B2B SaaS companies that own their own media
Owned Media Directory lists 7 B2B SaaS companies that publish their own media, and the 13 channels they own: Attio (GTM Atlas), Gong (Gong Labs, Reveal: The Revenue AI Podcast, The Edge), HubSpot (My First Million, The Hustle), Intercom (Intercom on Product, The Ticket), PostHog (Product for Engineers), Salesforce (Blazing Trails, Salesforce+, The Marketing Cloudcast) and Zapier (Makerpad). Every channel is tagged with its format and with how it came to be: built in-house, acquired, or founder-led.
This is every company in the directory tagged B2B SaaS, with the newsletters, podcasts, blogs, communities and shows each one owns, laid out as a single table. Software companies have gone further than any other group here in treating a media property as a growth channel rather than a marketing expense, which is why this is the largest group in the directory and the one I get asked about most.
Every B2B SaaS channel in the directory
- Companies
- 7
- Channels
- 13
- Built in-house
- 10
- Acquired
- 3
- Founder-led
- 0
| Company | Channel | Format | Origin | Launched | Status |
|---|---|---|---|---|---|
| Attio | GTM Atlas Attio's free, ungated guide to modern go-to-market. A structured library of GTM frameworks by stage, written by operators from companies like Vercel and Framer. | Blog | Built | Not recorded | Active |
| Gong | Gong Labs Gong's data-backed sales research blog publishing findings from analyzing millions of sales conversations. | Blog | Built | Not recorded | Active |
| Gong | Reveal: The Revenue AI Podcast Gong-produced podcast (originally 'Reveal: The Revenue Intelligence Podcast') interviewing sales and revenue leaders. | Podcast | Built | Active | |
| Gong | The Edge A monthly newsletter by Kelly Breslin Wright with data-driven insights on sales, scaling, and building teams. | Newsletter | Built | Not recorded | On hiatus |
| HubSpot | My First Million Podcast about business ideas and how to build wealth, acquired as part of The Hustle. | Podcast | Acquired | Not recorded | Active |
| HubSpot | The Hustle Daily business and tech newsletter. | Newsletter | Acquired from The Hustle (Sam Parr) | Not recorded | Active |
| Intercom | Intercom on Product Intercom's product and design podcast with co-founder Des Traynor and CPO Paul Adams on building in an AI-first world. | PodcastNewsletter | Built | On hiatus | |
| Intercom | The Ticket Intercom's customer service podcast, launched in 2015 as the Inside Intercom podcast and rebranded in 2024. Over 3M downloads. | Podcast | Built | Active | |
| PostHog | Product for Engineers Product for Engineers is a newsletter helping technical people build great products, especially those working at early-stage startups. | Newsletter | Built | Not recorded | Active |
| Salesforce | Blazing Trails Salesforce's flagship podcast with global leaders on work, well-being, innovation, and equality. | Podcast | Built | Ended | |
| Salesforce | Salesforce+ Salesforce's free streaming service offering live and on-demand event content and original series from Salesforce Studios. | Other | Built | Active | |
| Salesforce | The Marketing Cloudcast Salesforce's marketing podcast on trends, tactics, and career advice. It ran from 2015 to 2021. | Podcast | Built | Ended | |
| Zapier | Makerpad No-code education platform and community that Zapier acquired in 2021, its first acquisition. Around 10,000 members at the time. | Course | Acquired from Ben Tossell | On hiatus |
Launch years and acquisition sources come from the channel entries and are left blank where I have not found a credible source. A channel that spans two formats (a podcast that also goes out as a newsletter) is one row with two format badges.
The 7 companies
Attio
AI-native CRM for go-to-market teams
B2B SaaS · 1 channel
Gong
The Revenue AI platform
B2B SaaS · 3 channels
HubSpot
A CRM platform that runs a media network
B2B SaaS · 2 channels
Intercom
The AI-first customer service company
B2B SaaS · 2 channels
PostHog
How product engineers build successful products
B2B SaaS · 1 channelSalesforce
The #1 AI CRM
B2B SaaS · 3 channelsZapier
Automation that moves you forward
B2B SaaS · 1 channelWhat the B2B SaaS entries have in common
Building beats buying. 10 of the 13 channels were started in-house, 3 were acquired and none are founder-led. The acquisitions are the famous ones, HubSpot buying The Hustle and taking My First Million with it, Zapier buying Makerpad, but they are the exception. Most software companies on this list hired a team and started publishing. Podcast is the most common format, appearing in 6 of 13 entries, followed by newsletters at 4.
Three of the companies sell a CRM (HubSpot, Salesforce and Attio), and each has taken a different route: HubSpot bought a general business newsletter with an audience far wider than its customer base, Salesforce built a streaming service and a podcast portfolio aimed at its own ecosystem, and Attio publishes a single blog for go-to-market teams. The pattern across the group is that the channel serves the buyer's job (sales, support, product, automation) rather than the product, which is what separates a media property from a marketing blog. The explainer sets out that distinction, and the acquisitions timeline has the deal dates, prices and sources for the bought ones.
Questions this page answers
Which B2B SaaS companies run their own newsletters or podcasts?
4 B2B SaaS companies in Owned Media Directory own a newsletter: Gong (The Edge), HubSpot (The Hustle), Intercom (Intercom on Product) and PostHog (Product for Engineers). 4 companies own a podcast: Gong (Reveal: The Revenue AI Podcast), HubSpot (My First Million), Intercom (Intercom on Product, The Ticket) and Salesforce (Blazing Trails, The Marketing Cloudcast). The remaining channels are blogs, courses and streaming services, all listed in the table above.
Which B2B SaaS companies acquired a media property rather than building one?
Of the 13 B2B SaaS channels in Owned Media Directory, 10 were built in-house, 3 were acquired and 0 are founder-led. The acquired ones are Makerpad, bought by Zapier from Ben Tossell, My First Million, bought by HubSpot and The Hustle, bought by HubSpot from The Hustle (Sam Parr). Every other B2B SaaS channel here was started by the company itself.
Is there a directory that tracks B2B SaaS owned media by industry?
Yes. Owned Media Directory tags every brand with an industry and every channel with a format and an origin, so the B2B SaaS entries can be read as one list: this page. It is a curated directory maintained by Isaac Peiris, not an automated database, so it records the channels that have been checked rather than every channel that exists. Entries are added as they are found and verified.
Other industries in the directory are listed on the brands index, grouped the same way. Origin definitions: Built, Acquired and Founder-led.
Know a B2B SaaS company that is missing?
This list is only as complete as what I have checked. If a software company runs a newsletter, podcast, show or community that is not here, send it over with a link and it will be added with its format and origin.