Headline

Marketing and GTM leader, B2B SaaS. Operator at OLOID, Innovaccer, Shipsy. Advising founders since 2017

About

I lead marketing and GTM for B2B SaaS companies. ~15 years of work. Five companies. Three of them I joined when the marketing function was either missing or broken, and I built it from scratch. A few things I've done: At OLOID, I was the first marketing leadership hire. I set up demand generation, product marketing, PR, sales enablement, and the GTM for two enterprise SaaS products. One product-led, one sales-led into Fortune 500 buyers. The bigger call I made there was on motion. We started product-led and I shifted the strategy to a sales-led motion to support mid-market and enterprise adoption. At Innovaccer, I ran growth across five verticals in the US. We scaled the CareAsOne community from 800 to 5,000+ healthcare leaders. Ran marketing for the Unicorn announcement and the Health Cloud launch. At Shipsy, I ran B2B marketing for a supply chain scale-up. Lead generation and conversion went up 30% in a year, and I built the operating rhythm between sales and marketing that actually moved pipeline. Alongside the operator work, I've been advising early-stage founders since 2017. Usually on GTM, first marketing hires, and the messy first 18 months of building a marketing function. Nine years in, it's become a serious part of how I work. You see more GTM problems in a year of advising than in five years inside one company. What I care about in the work: Marketing has to show up on the P&L. Pipeline matters more than impressions. The function only works when it's wired tightly into sales, product, and the founder's thinking. If you're a founder, CMO, or operator building in B2B SaaS, I'm around. Get in touch.

Location

Bengaluru

AI stack

claude code

claude

deepseek

kimi

lovable

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Work experience

Marketing and GTM Advisor at Self-Employed, Jan 2017 - Present · 9 yrs 8 mos, India, I advise early-stage B2B SaaS founders on strategy, GTM, and marketing. Most of the work falls into a few areas. ICP and positioning. GTM motion design, product-led or sales-led or hybrid. First marketing hires and how to structure the team. Content and channel strategy for early traction. Marketing automation and pipeline analytics when the company is ready for it. I started doing this in 2017 alongside my operator roles. Nine years in, it's become a serious part of how I work. Every engagement sharpens how I think about GTM. A lot of what I bring to my full-time roles comes from the breadth of problems I see across these calls. If you're a founder figuring out your first marketing hire or your GTM motion, get in touch.

Head of Integrated Marketing at OLOID, Aug 2022 - Dec 2024 · 2 yrs 5 mos, First marketing leadership hire at OLOID. I built the function from scratch. I owned demand generation, product marketing, GTM, PR, sales enablement, field marketing, and partner marketing for a cybersecurity SaaS company. We started with a product-led inbound approach and shifted the strategy to a sales-led motion to support mid-market and enterprise adoption. That decision changed everything downstream. How we packaged content. How we ran field events. How we worked with sales on accounts. Other things I worked on: Led marketing for OLOID's Passwordless Authentication and M-Tag products. Built demand generation across SEO, SEM, paid, and outbound. Launched on Product Hunt and hit #1 Product of the Day. Ran the G2 review program to 30+ enterprise reviews and earned High Performer and Leader badges. Ran PR for the Series A1 announcement across the US and India. Anchored our presence at RSA, ISC West, and Oktane. Built co-marketing motions with Okta and HID Global. Built and ran a small marketing team across SEO, SEM, performance, and outbound. What I took away: building marketing inside a startup is a business problem before it's a marketing problem. The function only works if it's wired tightly into how sales sells and how the founder talks about the company.

Associate Marketing Director at Shipsy, Sep 2021 - Aug 2022 · 1 yr, Gurugram, Haryana, India, Led marketing for Shipsy, a supply chain and logistics SaaS company selling across APAC, MENA, and the US. Lead generation and conversion went up 30% over the year through multi-channel demand campaigns covering SEO, SEM, paid, email, and ABM. I also built the operating rhythm between sales and marketing. Enablement assets, market insights, campaign analytics, all tied to how the sales team worked the funnel. Ran content and thought leadership through webinars, case studies, and whitepapers, with the goal of building brand credibility in international markets. By the end of the year, this helped marketing become a real input into the sales motion.

Growth Marketer at Innovaccer, Jul 2020 - Sep 2021 · 1 yr 3 mos, Noida, Uttar Pradesh, India, Ran demand generation, content, and GTM for Innovaccer's healthcare SaaS business. Global remit across the US and MEA. The big project was CareAsOne, the community we built for senior healthcare leaders. I scaled it from 800 members to 5,000+ over the year through content, ABM programs, and virtual events. We also planned and ran the first-ever CareAsOne Summit, which brought together 1,300 senior healthcare professionals and positioned Innovaccer as a thought leader in value-based care. Alongside the community work, I ran the demand engine. SEO, SEM, email, social, and content campaigns built to feed pipeline. Managed paid programs across search, display, and LinkedIn. The whole thing was about turning Innovaccer from a vendor people had heard of into the company healthcare leaders wanted to be in the room with.

Global Marketing Manager at Obi Worldphone, Apr 2016 - Dec 2016 · 8 mo, Gurugram, Haryana, India, Worked with the Global Marketing Head on product launches across ten geographies. Most of the work was in LATAM, Southeast Asia, and Europe. Ran product and store launch events for consumers and the media. Worked on global brand strategy and competition mapping to refine how Obi was positioned against the established players. Built the online and offline community of fans. Developed the content roadmap and ran all the social channels.

Field Marketing Manager at OnePlus, Jun 2015 - Mar 2016 · 9 mo, Bengaluru, Field marketing and community for OnePlus in India. The brand campaign work: OnePlus' first-ever TV commercial, the OnePlus MTV Insider show on the Dilwale movie release, and the GQ Men's Fashion Nights partnership. Won the IDMA for Best Use of Social Networks for the OnePlus-Swiggy Instagram Treasure Hunt, which Campaign Asia-Pacific listed as one of the top 15 campaigns of November 2015. On the field side: multi-city mall activations across OnePlus stores, the Diwali lantern community activity, the OnePlus 3D Printing Workshop, OnePlus Pop-Ups, and the OnePlus Photowalk. All of it built to turn customers into a community. This is where I learned that good marketing is mostly about understanding the buyer. Channels come second.

Senior Marketing Executive at The Times Of India, May 2013 - Jun 2015 · 2 y 1 mo, Mumbai

Ad Sales Executive at Autocar India, Mar 2012 - Apr 2013 · 1 y 1 mo, Mumbai

Education

MS, Communication and Media Studies, The London School of Economics and Political Science (LSE)

Master of Business Administration - MBA, General Management & Marketing, IILM University, Gurugram

Public links

abhisheknaidu.netlify.app: https://abhisheknaidu.netlify.app/