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Our mission

We believe Marketing is heavily under-leveraged as a growth driver. This pain is real and felt by:

  • Founders who are trying to figure out their Go-To-Market to reach escape velocity.
  • CEOs who are trying to scale faster and need more pipeline to get there.
  • Investors who have invested huge amounts of capital into companies with the intention of creating significant enterprise value.
  • Marketing and Sales Leaders who need to align and work together across digital and offline channels to deliver on expectations.

We help each of these stakeholders by building a strategic, data-driven marketing motion to drive predictable demand.

Meet the Team

Shiv Narayanan

Founder & CEO

Shiv is the Founder and CEO of How To SaaS. As an advisor, consultant, and fractional CMO, Shiv has helped Private Equity investors and CEOs generate hundreds of millions of dollars in enterprise value with marketing and demand gen. Prior to How To SaaS, Shiv was the CMO of Wild Apricot, which was acquired by Personify and Rubicon Technology Partners in October 2017 and eventually flipped to Pamlico Capital in August 2018.

Donald Cowper

Chief Operating Officer

Donald is a bestselling author of several business books and a marketing professional who has worked at some of the top SaaS businesses in Toronto. His ebook with FreshBooks, Breaking the Time Barrier, saw over 130,000 downloads within the first three months. He also cofounded a successful training business from his kitchen table, which grew into a multi-million-dollar enterprise.

Mitch Fanning

VP of Client Marketing

As a 3x marketing leader with 20+ years of go-to-market experience, Mitch has helped some of Canada’s fastest-growing B2B SaaS companies from $5M+ generate pipeline, closed-won bookings and enterprise value with marketing and demand generation. When not glued to his MacBook Air, he can be found suffering through a morning Peleton workout.

Keith Holloway

Paid Media Strategist

Keith Holloway is CEO and founder of PureSEM, a tech-enabled service firm focused on paid and organic search engine marketing. He brings 20 years experience helping medium-sized firms scale marketing-driven sales pipelines. Prior to PureSEM, Keith founded Envoke, an email and marketing automation platform.

Taylor Moore

Content Strategist

Taylor works with B2B SaaS companies to create content and communication strategies that help propel their businesses. Formerly the Director of Marketing Communications at TouchBistro, Taylor has worked in SaaS for the past decade and today she helps growing companies generate leads, build brand awareness, and create content that supports every stage of the buyer journey

Ellen Craig

Client Marketing Manager

Ellen has been building and scaling demand generation at SaaS companies focusing on paid media and conversion rate optimization. She has also managed campaigns for Air Canada and Mazda. In her spare time she works on building her dog Henry’s instagram page, @henrythecockapooking.

Artie Shlykov

Demand Generation Manager

Artie specializes in building SEM, social media, and other forms of demand generation strategies for SaaS companies. Prior to running demand generation at How To SaaS, Artie founded an award-winning SaaS company and consulted incubated startups on building digital acquisition funnels.

Kate Hawkes

Head of Content

Kate is a content creator and strategist who helps businesses attract, educate, and retain customers with content. She has previously worked with growing SaaS companies to deliver campaigns that support all stages of the customer lifecycle.

Tatiana Morand

Content Strategist

Tatiana is passionate about helping SaaS companies create effective, engaging marketing and stand out from the noise. In her time managing Wild Apricot's content and SEO programs, she grew organic traffic 35% and leads 60% YOY. In her spare time, she finds the best brunch in Toronto and works on her fantasy novel.

Rina Lvov

Marketing Specialist

Rina supports demand generation and content work streams for client engagements. Prior to How to SaaS, she worked closely with clients in content development and management. In her spare time, she enjoys camping, hiking with her dog, and reading.

Partner Network


Michael Libert

Michael is an SVP at TA Associates where he has helped close investments totalling over $5 billion in enterprise value. Michael currently represents TA on the boards of Aptean and insightsoftware.

Dmitry Buterin

Dmitry is a serial entrepreneur and investor. He was the Founder and CEO of Wild Apricot and helped grow the business to $10M in ARR. He eventually sold the business to Personify in October 2017.

Bryce Youngren

Bryce is a Managing Partner of Polaris Growth Fund focusing on investments in SaaS & tech-enabled services. Bryce represents Polaris on the boards of Baxter, Cardlytics, Cityworks, Liaison International and Strata Health.

Zane Tarence

Zane is a Partner and Managing Director of Founders Advisors Technology Practice. Over the past 20 years, Zane has led and completed 90+ technology deals, including facilitating the sale of some of the largest lead generation internet businesses in the United States.

Ready to explore working together?

Ready to explore working together? See how we can help you drive enterprise value through marketing.


Schedule a consult

Book a free 30-minute session to discuss how we can help you scale your marketing and demand generation.