Cohort starts in December!
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SaaS Growth Marketing-Actionable Marketing Strategies that bring massive ROI

Build strong SaaS marketing strategies to grow faster in 2023.

Mentored by
Vedanarayanan Vedantham
Marketing Leader
Siddhartha Kathpalia
US Marketing Head
Deepan Siddhu
Ex-Director - Digital
Application deadline
07th February, 2023
Cohort starts
10th February, 2023

But why should you get into the SaaS industry?

India has a flourishing SaaS landscape. These stats back the statement.

~1000

SaaS companies
based in India

$2.6 Bn

Combined revenue of
pure-play SaaS
companies in India

~40k

People employed by
Indian pure-play SaaS
companies

~10

Indian SaaS
unicorns

~30% +

Revenue growth rate
of Indian SaaS industry
over 2018-20

~60%

SaaS market opportunity
outside North America-
truly global industry

150+

Indian SaaS companies
having >$1M in ARR

~30%+

Total VC investments in
Indian SaaS companies
in the last years

<20%

Market share of the leader
in any SaaS segment globally-
SaaS is not winner
take all the market
Indian SaaS unicorns

This program is for you if you are a...

Marketer looking to switch from a B2C or D2C industry to SaaS industry.
Early Stage SaaS Founder figuring out how to market your product on your own.
Marketing Professional looking for 25-30% better salaries and packages.
Founder wanting to train and build your marketing team for hyper-growth.  
Freelancer looking to upskill, create your niche in SaaS, and charge higher.
Student wanting to build a career in one of the fastest growing industries.

Program Overview

In 8 weeks, you’ll learn everything to Kickstart your journey as an efficient SaaS Marketer.

Week 0

Kickoff Week

  • Learn exactly how to make the most out of this program in 8 weeks.
  • Get to know the people you are learning with through ice-breaker sessions.
  • Interact in the community and make friends to learn with for the next 8 weeks.
Week 1

What is SaaS?

  • First 100 Days as a SaaS Growth Marketer
  • The full-funnel of a typical SaaS product
  • B2B vs B2C SaaS - Personas
  • SMB, Mid-market and Enterprise SaaS 
  • Metrics that matter in SaaS
  • Key elements of a SAAS marketer’s toolkit - Customer Acquisition & Engagement & Nurturing
  • 9 biggest mistakes in SaaS Marketing
  • Roles in SaaS Marketing and KPIs of each role
  • How to find job as a SaaS Marketer in 2022
  • First 100 Days as a SaaS Growth Marketer
  • How to transition from your current marketing job to SaaS
Week 2

Customer Acquisition

  • Why should a SaaS business focus on organic growth?
  • Organic Vs Paid Growth
    • Product positioning
    • The marketing channels in your arsenal - Facebook, Google, LinkedIn, Networks, Affiliate, Events (Virtual, Hybrid, Physical), Referrals, Miscellaneous
    • Prioritization frameworks for marketing efforts for your business context
      • B2B marketing nuances
      • Measuring the organic growth (KPIs, dashboard and templates)
      Week 3

      Engagement and  Nurturing

      • What is engagement & nurturing?
      • Why is it relevant for a business?
      • When do we need engagement & nurturing? B2C Vs B2B
      • Understanding customer behaviour and psychology 
      • How to build habits in your customers related to your product
      • Engagement and nurturing in the different stages of a customer journey
      • The role of a marketing automation platform
      • The tango between marketing automation & CRM platforms
      • Popular marketing automation platforms
      Week 4

      Influencer Marketing

      • What is influencer marketing
      • What influencer marketing is not - myth busters
      • Type of influencer creative strategies and influencer types - micro, macro and nano
      • Influencer marketing strategies for various business scenarios - creative strategy and choosing the right influencer, micro, macro and nano
      • Case studies and discussions 
      • Guest Workshop : Content Marketing and Distribution for SaaS
      Week 5

      Paid Social in SaaS

      • Paid Social Channels Overview
      • Types of campaign and campaign strategies
      • Lead gen vs Demand gen - dark social
      • Google search and bing ads 
      • Modern search strategy for maximum performance 
      • Facebook Ads for B2B
      • Account Based Marketing and LinkedIn Ads Overview
      • Twitter, Quora and Reddit are intent channels
      • Display and Youtube for brand recall
      • Weekly and monthly optimisation routines 
      • Tools, recommendations, frameworks
      • Bonus : Competitor spying
      Week 6

      Conversion Rate Optimization Mastery 

      • Impact of UX on Performance Metrics
      • Landing page analysis
      • Copy and creative briefing & analysis
      • A/B experimentation frameworks
      • CRO Audit
      Week 7

      Media Buying 

      • Native ads - How to measure success from newsletter placements, native banner ads etc
      • Setting up podcast sponsorship campaigns
      • Setting up influencer marketing campaigns from scratch
      • Driving demand from comparison sites like : Capterra, G2, Software advice etc
      Week 8

      SaaS Analytics 

      • New customer Vs returning customer, LTV:CAC, Payback and Churn analysis
      • Lead & Lag indicators
      • Single touch and multi-touch attribution, Attribution model for different acquisition channels
      • Connecting marketing and sales metrics
      • Full funnel marketing dashboards
      • Monthly performance presentation for management team
      • Case Study of 2 Big SaaS Companies

      How does the program work?


      WEEKLY LIVE Q&A Sessions

      Have doubts about the program content or need guidance to fast-track your marketing career or facing roadblocks while scaling up your brand?
      I got you covered. Every week I will come LIVE and answer any question you throw at me LIVE.

      WEEKLY MASTERCLASSES by Industry Experts

      Why just learn from me, when you can learn from my friends and mentors too?
      Every week learn from marketing ninjas who have worked with brands like Zoho, Freshworks, Hotjar and more.

      ON-DEMAND CONTENT TRACK

      We know coming LIVE daily to learn can be difficult. Hence I have created the on-demand video track where you can learn the most important concepts required by spending the least amount of time.

      Every week, study the video content and then come up with your doubts in the QnA session.

      JAMMING AND NETWORKING SESSIONS

      Learning alone online is boring & tough.

      So, this program is structured in a model: Learn - Ask Questions - Discuss - Apply

      Hence every week, there will be a live session for you to discuss and share ideas with your peers, and jam on different problem statements so that you can meet people and learn together.

      Community for Lifetime

      You learn and grow best when you are surrounded by like-minded people:
      You will be made part of a community where you can network, share opportunities, and build relations.

      Meet the Program Director

      Vedanarayanan Vedantham

      Marketing Leader, Microsoft
      High Growth SaaS Startup Advisor
      Ex- Razorpay, HealthifyMe

      Hey folks - Veda here! I have helped build, grow multiple digital products & brands across Health-Tech, Ed-Tech and online travel. Possess a varied mix of global experiences spanning Digital Marketing, Brand Consulting, Product Management & Business Development.

      I consult with early-stage startups directly or through incubators on branding, digital marketing & help them evaluate product-market fitment - Multiple TiE Chapters, NEXEA Accelerator in SEA, Atal Innovation Mission with the Government of India amongst others.

      I am also a visiting faculty member at various top b-schools across India, SEA and New Zealand where I conduct programs on mobile marketing, influencer marketing and digital PR : IIM A, B, I - university of Wellington NZ, and more.

      Siddhartha Kathpalia

      US Marketing Head, VWO,
      India Ambassador - Product Marketing Alliance,Ex: Freshworks, Sulekha.com, Shikhsha.com, Jindal Stainless Ltd.

      I am Siddhartha, a mechanical engineer turned Product Marketer turned Marketing Head.

      I began my career with Jindal Stainless Ltd. as a mechanical engineer. There, I realized I wanted to shift from the old-school manufacturing sector to the new-age services sector. I decided to exit the manufacturing world and enter the marketing industry.I pursued my master's from MICA, joined Shiksha(.)com right when the digital marketing space was booming in India. I went on to work at Sulekha(.)com, and where I also doubled up as a Product Manager.

      At Freshworks, I successfully executed my first product marketing project and which got me a podium finish at the coveted Freshworks Hackathon. This opened up the path for me to becoming a Product Marketer at VWO. Here, my successes with Product Marketing and Content Marketing got me promoted to Marketing Head for North America, and I couldn’t be happier or prouder!

      When product marketing aspirants started reaching out to me in 2020, I realized there was a severe lack of knowledge about this domain. So far, I have mentored 200+ students over the last two years, which has given me an insight into knowledge gaps out there and a peek into what learning gaps exist for aspirants. I have also been able to help many students successfully transition into product marketing roles.

      Deepan Siddhu

      Ex-Director - Digital at Webenza,

      I have worked with over 150 brands driving over INR 350 Cr in revenue and over USD 1 Billion in revenue pipeline. Some of the clients I've helped include Amazon, Dell, Intuit, Tanishq, P&G and more.

      Guest Masterclasses by

      Vaibhav Sisinty
      Founder - GrowthSchool
      Growth Analytics
      Varun Mishra
      Growth & Analytics - Paytm
      Scaling SAAS Business
      Udit Goenka
      Founder & CEO, PitchGround
      Conversion Rate Optimisation
      Siddhartha Kathpalia
      Product Marketing - VWO
      Growth Strategy
      Riya Chhabra
      Growth Strategy and Analytics
      Retention
      Prathamesh Dembla
      Head of Growth - Licious

      Guest Mentors

      Sairam krishnan
      Marketer in Residence at Accel
      Worked at
      Abhash
      VP-Marketing at Springworks
      Worked at
      Chirayu Akotiya
      Director, Product & Growth at Leena AI
      Worked at
      Siddharth Sharma
      Design Leader at verloop.io
      Worked at
      Shafique Gajdhar
      Product Marketing
      Worked at
      Udit Goenka
      Founder & CEO at PitchGround
      Worked at
      GVS Chaitanya
      Head of Growth at ParkOffice
      Worked at
      Deepan Siddhu
      Director of Digital at SaaS Labs
      Worked at
      Testimonial
      Asma Afreen
      Product Marketer
      He not just gives you all the tactical tips, tricks, and frameworks that you can implement right away but opens up a new way of approaching content strategically. Highly recommend!
      Priya Selvaraju
      Founder
      There is no one better to teach you than someone who has done it time and again. You'll be able to put your learnings into practice from Day 1.
      Rahul Agarwal
      Marketing Director
      I came out of the course with a lot more structure to the way I approached problems. The frameworks and slides that Rohit shared with us are a treasure trove that I keep going back to.
      Nidhi Kala
      Freelance Writer for SaaS
      There's one thing I liked about his teaching is he went beyond giving the regular gyaan by talking about the real experiences. Indeed the best decision I took by investing in the cohort✨

      By the end of the program, you will be able to

      Switch from a B2C, D2C industry to SaaS industry
      Market your product on your own
      without a team as a founder
      Get 25-30% better salaries and
      packages as a marketer
      Train and build your marketing
      team for hyper-growth
      Upskill, create your niche in SaaS
      and charge higher as a freelancer

      Program Details

       If this is something that excites you and it’s something you’ve been looking for – we’d love to explore. Fill out the form below so we get to know more about you and can assess whether you’re the right fit for our cohort!

      Ready to join?

      Make sure you fill the application carefully and mention everything about your professional journey.
      FYI: We go through every application very carefully and handpick each cohort member so make sure you fill in the right (and most detailed) information so that we can get to know you better via the form.
      Apply Now

      What you get:

      Access to a powerful community of SaaS Marketing enthusiasts and mentors from top brands.
      One year access to the pre-reads, curriculum, and on-demand content.
      Exclusive access to physical events and meetups in the community.
      Opportunity to connect with Guest Mentors who have fueled growth to multiple million dollar SaaS startups.

      FAQs: Here’s everything you may ask...

      What is this program about?
      This program will help you kickstart your SaaS Marketing journey.

      It will help you get a better understanding of SaaS Industry, important components involved in marketing, demand generation, writing copies and more for SaaS organisations.
      Why should I take this program now?
      SaaS Industry is growing at a faster pace than we can imagine. The best time to get into SaaS Growth was a decade back and the next best time is NOW! Working in Marketing is thrilling but working in SaaS Growth is even more exciting.
      Are there any prerequisites for this program?
      This program does not have any formal prerequisites.

      With that said, you will have the best results in the program if you can devote the time and energy needed to develop your investing acumen and systems.

      The live calls and material provide a step-by-step roadmap to invest and grow your wealth. The more aligned you are with that goal, the better.
      When do the live group calls & guest sessions happen?
      The program has eight live Zoom sessions with Vedanarayanan and eight guest sessions with other experts across eight weeks. 

      We recommend all fellows to attend our kickoff call.

      It’s energising to see the entire cohort together as a group as we start the program.

      Program recordings and notes from the live sessions will be available within 24 hours for those who can’t attend live.
      What if I can’t make the live sessions?
      GrowthSchool SaaS Growth Program is designed to work with your schedule.

      We strongly encourage you to attend the live kickoff call. We also encourage you to attend the other live calls, but it’s not a problem if you can’t.
      The main thing you’ll miss is the “breakout rooms”, where fellows give feedback & discuss in small Zoom groups.
      Otherwise, you’re able to watch the session recordings and participate in discussions and feedback on the community forum.

      How much access do I get to Vedanarayanan?
      We can’t promise that he will reply to every single message, but he will be active during the live sessions.

      He will answer questions, provide feedback, and share his private notes to address common pain points.
      How much time can I expect to spend on the program each week?
      At least 5-6 hours per week, for the 8 weeks of the program.

      This program is a sprint, and you’ll be asked to execute things as well. The live sessions will be 90 minutes long.

      They’ll take place on evenings (IST). We also offer bonus Guest workshops and Jamming Sessions throughout the program of five weeks. 

      This program is created for ambitious and intellectually curious people, who want to kickstart their SaaS

      Marketing journey and make a remarkable difference in the SaaS field.

      The program is designed to slot into your current life and schedule. With that said, you’ll need to block off time each week for focused learning, collaboration, and individual execution.

      Growing up, your best teachers always pushed you harder than you would have pushed yourself. That’s what will happen in this SaaS Marketing Program. Most online programs don’t lead to results because they ask for too little from their students.

      But as you know, quick hacks and cheap tricks are ineffective. They don’t stand the test of time. This program is the opposite. There are no secrets or shortcuts.
      Couldn’t I find this material online for free?
      The Internet is littered with excellent advice about SaaS marketing and other informational content but that content is not always curated by practitioners.. With that said, the majority of what you find online is superficial.

      It’s written by content marketers who are paid for mass appeal and quantity, not quality. Many of them are paid by the word, which means they have an incentive to rant and ramble.

      Even if they give you the “right answer,” it’s not worth very much without the structure and support needed to implement what you learn.

      Rather than spending years of your precious life searching for and reading those articles, you will find the best information distilled here into a coherent and actionable framework.

      Better yet, you’ll have a community of angel investors who can support you emotionally and intellectually. By the end of the program, you will have a proven system for finding deals, evaluating, and closing them.