Build an automated demand generation engine
We help SaaS companies build a high performance marketing system to drive top-line revenue growth and enterprise value.
Companies we've helped
We work with leading SaaS companies and Private Equity investors.
Success Stories
We've helped scale marketing for companies of all sizes, from $5M in ARR to upwards of $300M.
InsightSoftware ($100M+ Revenue)
- Increased Inbound Closed Won bookings by 111%
- Made business case to scale digital demand gen profitably from $2M to $3M annually
- Helped hire VP of Demand Gen and Director of Marketing Operations
Lacey Ford
SVP Marketing, InsightSoftware
“Shiv and the How To SaaS team were critical to helping us build the framework to help us scale our demand generation efforts to deliver on our board's expectations. We are ready to scale for future growth and I would highly recommend working with them."
Emergency Reporting ($12M+ Revenue)
- 300% increase in MQLs generated from digital channels
- Made business case to scale the marketing budget by $500K
- Helped hire agencies for Paid Media and SEO
David Nokes
CEO, Emergency Reporting
“One of the first decisions I made after our recent capitalization was to explore our lead generation model. I was provided contact information for How to SaaS and was immediately impressed with the proven track record of Shiv and his team. We spent the first 3 months designing a more aggressive go to market strategy, and began implementation shortly thereafter. The results have been better than I anticipated, and I would highly recommend How to SaaS for their knowledge, professionalism and competitive approach to ARR pipeline development.”
HelpSystems ($200M+ Revenue)
- 200% increase in Closed Won Bookings from Marketing
- Scaled marketing budget by $1M
- Dedicated engagements across multiple product lines
Mike Devine
VP Marketing, HelpSystems
“How To SaaS is one of the best partners I’ve worked with. Unlike many firms who love to boil the ocean from market to message to media, Shiv and his team were extremely pragmatic and focused on the highest value areas. Our team is much better positioned now to further grow marketing contribution to pipeline and generation more winnable SQLs."
Why marketing is the next big growth lever for SaaS companies and Private Equity investors
Most companies are under-leveraging the marketing potential of their business, while their sales teams are bloated and missing quota. With the right funding and strategy, marketing can help companies create far more enterprise value.
Marketing budgets are stagnant
Marketing gets 11% of the budget of B2B companies and this number has not increased in the last 5 years.
Meanwhile, 57% of sales reps will miss quota
This number is increasing every year. Sales reps are constantly onboarded and set up to fail.
Unsurprisingly, VP of Sales tenure is declining
In the last decade, VPs of Sales have seen their tenure decline below 2 years
The Disconnect: Sales needs more Marketing
Companies do not know how much marketing support is required to hit their ambitious revenue growth projections.
In most companies, Marketing is traditional and ineffective
Most B2B companies look at marketing as a supporting cast member, not a revenue driver.
CEOs are prioritizing Marketing and Demand Generation
CEOs rate marketing and demand gen as critical to solve. However, their confidence in their ability to solve them is low.
Investors are also prioritizing digital, including Go-To-Market
Investors are taking a multi-pronged approach towards capturing the digital value inside their portfolio.
Buyers want marketing more involved
They're getting just as much information from marketing as they are from sales at every stage of the buyer journey.
Marketing and Sales need to Go-To-Market together
Marketing needs to become revenue accountable inside B2B organizations, just like Sales.
Our Solution
We work with Founders, CEOs and Investors who are looking to capture the marketing potential of their SaaS company.
Who we work with
We work with Private Equity Firms, CEOs and Marketing Leaders to build a scientific approach to scale demand generation.
Our Process
We take our clients through a 5-stream engagement with the goal of building a predictable marketing engine.
Ideal Customer Profile
We work with high velocity SaaS companies, doing at least $5M in revenue, with a large TAM and an ACV below $100K.
Testimonials
Bill Hayes
CEO, Top of Mind Networks
"Shiv and the How To SaaS team were transformative to our marketing organization. Thanks to their help, our Go-To-Market is on the right path to scale."
Bryce Youngren
Managing Partner, Polaris
“Shiv is the most talented and thoughtful mind I have come across in digital marketing. His ability to get deep into the details on tactics while still being highly strategic is unprecedented in my experience. Him and the How To SaaS team are my first call when my investments need help with digital marketing."
Michael Libert
SVP, TA Associates
“We see hundreds of companies every year. In terms of sophistication and contribution to overall business growth, the digital marketing engine Shiv built at Wild Apricot is in the top 1%. It’s also why we pull How To SaaS into our portfolio companies where demand gen is core to our investment thesis.”
Aura Mastraghin
Director of Marketing, VPP
"Shiv's ability to interpret and identify opportunities in any industry is impressive on its own, and is further amplified by his ability to explain and advise in practical and rational terms, down to the value of each dollar you're spending to pursue growth and operational efficiency."
Ryan Anderson
CEO, Filevine
"Shiv and the How To SaaS team helped Filevine grow dramatically and their operational advice was extremely valuable."
Reza Khadjavi
CEO, Shoelace
"Shiv played an impactful role in helping our team structure and think through our go-to-market strategy. His approach helped bring clarity to how day-to-day execution would tie back into a long term plan. Shiv is a master at turning chaos into order and can really move the needle for scaling organizations with marketing."
Ready to explore working together?
See how we can help you drive enterprise value through marketing.