In this episode, Alex Rawlings speaks with Shiv Narayanan, CEO of How to SaaS, about how private equity firms can use marketing and AI as value creation levers. They discuss why many B2B companies underinvest in marketing, how AI is changing buyer behavior, and why brand authority and content are becoming critical for growth.
Timestamps
00:03 – Introduction to Shiv Narayanan and How to SaaS
01:55 – Common marketing mistakes in PE-backed businesses
04:15 – Finding the right marketing strategy and spend
08:06 – How PE firms should assess CMOs
12:49 – AI as a value creation lever
14:40 – How AI search is changing buyer behavior
16:02 – Why brand authority matters more than ever
17:54 – AI agents and the future of marketing teams
20:20 – The importance of investing in content
22:44 – Why podcasts and video are growing in B2B marketing
24:22 – The risk of overusing AI-generated content
25:21 – Shiv’s books and final advice
Key Takeaways
Many B2B companies rely too heavily on sales and underinvest in marketing.
Strong CMOs focus on revenue, forecasting, and enterprise value creation.
AI platforms like ChatGPT are reshaping how buyers research solutions.
Businesses need strong brands and quality content to remain visible.
Podcasts, YouTube, and thought leadership content are becoming essential.
Raw Selection partners with Private Equity firms and their portfolio companies to secure exceptional executive talent. We focus on de-risking executive recruitment through meticulous search and selection processes, ensuring top-tier performance and long-term success.
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