91Ninjas

40% of B2B buyers say product demos help shape their decisioning. But if you’re a high-growth SaaS startup, more demos booked means more hands on deck (no pun intended). More importantly, not everyone’s ready to talk to sales right away. Buyers want to see before they’re told. Storylane, a platform for interactive product demos, is solving this. And they’ve been successful too. (2500+ customers, including Clari, Microsoft, Gong, Freshworks) You could attribute their success to just being early movers, but there’s more to it. 1️⃣ The right TG When you think “demos,” you think “sales.” But Storylane expanded this to product marketing and even self-help use cases for SaaS. E.g. If you’re rolling out new features, you can improve how your customers learn about and engage with these features via Storylane. You see this in their content marketing, which is targeted towards revenue and retention teams (not just sales). 2️⃣ Founder-led branding We’re big proponents of driving awareness through founding members and senior execs. And Storylane agrees! Co-founders Akash Bansal and Nalin Senthamil are very active on social (with a fairly sizable audience). Senior folks across functions have also followed suit. Shows that the company’s built a content foundation for the whole company—which is great for product marketing strategies. 3️⃣ Great product We’ve saved the best for last, i.e., Storylane’s strength as an actual product.  🧠Need personalized demos? Storylane. 🧠Need to see who’s viewed your demo (and be automatically notified)? Storylane. 🧠Need to fine-tune every demo to give prospects more context? Storylane AI for content. Products built to solve on-ground challenges > Products built on assumptions of what those challenges are. Clearly, Storylane’s done their homework. ------------------------- When strong marketing meets a product that’s worth marketing, you get growth stories like Storylane. And that’s what makes them #SaaSational! 💡Storylane’s “demo-led SEO” is an experiment that’s definitely worth reading about. Check out their social media pages for more on this. We’ll be keeping a close eye on this one! #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign

Zomentum was built to solve a big problem for IT channel partners. Shruti Ghatge and Rahil Shah realized that many MSPs were struggling with their sales process. They were using too many tools and spending too much time trying to manage everything. This made it hard for them to focus on closing deals. So, Shruti and Rahil built Zomentum to bring everything into one platform. (Fun fact: Zomentum was initially called ChannelForce!) Here’s how they’ve grown so fast since their inception in 2018. 1️⃣ Filling the right gap The founders noticed a big market gap: IT partners needed a tool to manage their sales process end-to-end. They took their experience from working with IT partners and built Zomentum to simplify the entire sales journey and help IT channel partners move from proposals to closing deals faster and better. 2️⃣ Finding PMF They started by working closely with their first users to refine the product. Early feedback from these users was crucial. This hands-on approach helped them nail down PMF. Plus, even though they targeted Asian markets first, they thought US markets (with 200K+ channel partners) would be better suited for Zomentum’s capabilities. 3️⃣ Fundraising Investors quickly saw the potential in Zomentum. With backing from top firms like Accel (where Shruti was an analyst) and Elevation Capital, Zomentum raised over $17M. This was critical and let them grow their team (they have  100+ team members now) and evolve their product. 4️⃣ Achieving $4M Zomentum’s growth wasn’t just about gaining users; it was about delivering real results. By helping IT partners close deals faster and more efficiently, Zomentum reached $4 million in revenue, proving that their solution is not just popular but also highly effective. --------------------------------- Zomentum’s already helped IT partners close a cumulative $1B+ in revenue. Their growth journey shows how solid market grasp and user-led execution can drive SaaS success. And that’s what makes them #SaaSational! #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign

Creating quality videos is tough. Even for people who love doing it. And that’s what invideo was built to simplify. Founded in 2017, Invideo is all about making video creation easier with the power of GenAI. GenAI was still a new concept in India, but Sanket Shah and team saw where the future was headed. They believed AI and ML would change the game for content creators. And they were right. Invideo started out focused on enterprises, but by 2019, they realized there was a huge opportunity with everyday consumers too. This wasn’t just a guess either—tools like Canva were already getting popular, and Invideo knew they could offer something special for people who wanted to create videos easily. So, what’s driven Invideo’s growth? Here are the big factors. 👉 Sticking to a clear vision: Sanket Shah had a simple idea—make video creation easier for everyone. This idea has been at the core of everything Invideo does, and it’s kept them on the right path. 👉 Letting the product speak: Instead of spending tons on marketing, Invideo focused on making their product great. They wanted it to be so good that people would talk about it on their own. And that’s exactly what happened. From 50K-60K paid users in 2022, they grew to over 60K new signups per day. 👉 Listening to users: Invideo didn’t just build a product and hope it would work. They paid attention to what users needed and kept improving. Features like automated workflows, voiceovers in multiple languages, and seamless B-roll integration helped them stand out. 👉 Timing the market: As GenAI and tools like ChatGPT became mainstream, Invideo was ready. They capitalized on the momentum and positioned themselves as a leader in the space. 👉 Smart expansion: In 2022, they raised $35 million in Series B funding, which gave them the runway to keep building and improving their product without rushing into more fundraising. Today, Invideo closes $30 million in annual revenue. Not bad for a company that faced some tough times during the pandemic. But their story isn’t just about numbers—it’s about sticking to a vision, building a great product, and staying focused on what users really need. That’s the Invideo story so far—simple, focused, and all about making video creation easier for everyone, and that’s what makes them #SaaSational! #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign

SaaS is about building a great product. But it’s also about making the right moves at the right time. Hiver’s growth journey is a masterclass in doing just that. What began as a small email management tool called “Grexit” underwent a dramatic rebrand when the Greek financial crisis made “Grexit” synonymous with economic turmoil. Co-founders Niraj Ranjan Rout and Nitesh Nandy turned this setback into an opportunity. They rebranded to Hiver, a name that better reflected their vision for collaboration and teamwork. 1️⃣ Positioning and evolution: The rebrand was just the beginning. Niraj and Nitesh shifted the product’s positioning from a general email management tool to a robust customer support solution built on top of Gmail. This wasn’t just a marketing shift—it influenced the entire product roadmap and aligned the product’s capabilities with a differentiated value proposition. 2️⃣ Marketing strategy: Hiver’s growth was also driven by smart, data-informed marketing decisions. Instead of casting a wide net, they honed in on specific customer segments, refining their buyer personas and tailoring their messaging to speak directly to the needs of their ICP. It paid off too: Hiver’s growing at 5x and has 2,000+ customers. And with $27M in funding, it’s clear that investors believe in them too. 3️⃣ Customer focus: The team quickly learned that satisfied customers are the best marketers. They invested in building strong relationships, turning their users into passionate advocates who spread the word about Hiver’s value organically. This approach increased retention but also drove new acquisition through word-of-mouth—a powerful, often underestimated growth driver. ------------ Hiver’s story is a powerful reminder that growth doesn’t just happen; it’s the result of deliberate, strategic decisions. The team’s been adaptable, strategic, and most importantly, always listened to their customers—and these growth tenets is what makes Hiver #SaaSational!  #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign 

Facilio’s growth journey is actually an interesting marketing case study. For us, it’s fascinating to see how B2B SaaS companies creating a new category set up their GTM. Prabhu Ramachandran’s Facilio is as fascinating as it gets. In 5-ish years, the property ops SaaS product has gone international, raised millions, seen $5M+ ARR (from what we could find), and grown exponentially. A lot of this growth comes down to: 1️⃣ Differentiated tech B2B SaaS marketers know this: you can plan an elaborate GTM, but it means nothing if it’s built around a mediocre product. Facilio marketers are blessed here. The IoT, AI, ML powered product filled a gap that actually needed filling. Leadership had an unshakeable vision of going after enterprises, and that’s who the product was built for. 2️⃣ Marketing focus Marketing’s been part of Facilio’s DNA from the beginning. That’s unusual for early-stage SaaS, where the focus is usually on building sales muscle. But like we said before, Facilio knew what they were doing (still solidifying PMF, but in advanced stages). They went ahead and brought in Nivedha Sridhar to the founding team and set up strong marketing foundations from the get-go. 3️⃣ Failing fast, learning fast Inbound works. But when you’re pioneering a category, inbound doesn’t have the volume you need to drive funnel dividends. Facilio experimented with inbound, but quickly moved on to more direct channels (events, media publications, community penetration, etc.) when SEM didn’t work. Traction gained here fed into their later demand gen strategy, which was focused on creating urgency and awareness through quality content (40% of their current funnel pull is from inbound, which is also one of the ways they get million-dollar deals). -------------------- There’s more we can talk about here (like their solid event marketing strategy, or their SME-led content creation approach). But we’d need a whole blog for that. The bottom-line: Facilio’s nailed their product, how they’ve shaped the category, and how they’ve marketed themselves. Clarity is the name of the game, and that’s what’s driving their massive growth—and what makes them #SaaSational!  #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign

Rocketlane didn’t just pop up as another B2B SaaS startup. Srikrishnan Ganesan, Vignesh Girishankar, and Deepak Bala had a clear mission: to build a great customer onboarding and PSA product. The three co-founders had already tried general-purpose project collaboration tools, and none helped them improve their broken customer onboarding process. That was the gap. And that’s where the idea of Rocketlane was born. Today, they’re well-funded, with 500+ customers. So how did they get here? 1️⃣ Right PMF: Before building an MVP for a new category, they focused on validation and spent months talking to 60+ companies. Then they built prototypes, ran them by some early-users, and iterated. 2️⃣ ”Preflight” community: 9 months before launch, they’d already built a community that could educate the Rocketlane team on their challenges. Their “Implementation Stories” content series (now called “The Launch Station” podcast) was also born from this community. Today, there are 3000+ “Preflighters.” The community also extends to “Propel,” a global customer onboarding conference. 3️⃣ Solid GTM: The team went after G2 listings for a niche category and validated their core product messaging early. For short-term pipeline gains, they ran PPC campaigns early. For long-term gains, dominating search has been a focus. What also helped was that GTM wasn’t owned by marketing alone. Everyone (including engineers) helped the team land business. 4️⃣ Content marketing: The team’s gone all out on content marketing. Podcast, webinars, heavy blogging, and a very strong social presence. Founder-led branding’s also had a role to play here. Co-founders are active on LinkedIn (with a fairly good following) and have scores of content collaborations and interviews. It’s not surprising that Rocketlane is seeing 3x annual growth and has raised $45M in funding. Their solid GTM and customer-first approach is what makes them #SaaSational! #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign 

Document360 didn’t just start as another knowledge base tool; it began with a clear goal—solve real problems for technical writers and product teams. And they’ve done exactly that ever since the brand was founded in 2017, under the parent company Kovai.co. 🧩Document360 started out from the Kovai team’s own requirements: they were struggling with their own product knowledge base, couldn’t find a tool that could solve their problem effectively, and decided to fill the gap on their own. (Fun fact: the MVP was built in just two weeks as part of a Hackathon!) The result? The company’s gone from being a tech project to seeing 100K+ MAU in less than five years. They acquired hundreds of paying customers (companies) in less than two years. 👂Their product success largely boils down to one thing: listening to users and evolving iteratively. Instead of just adding features for the sake of it, they focused on what their users actually needed. Feedback wasn’t ignored; it shaped the platform into something people really wanted to use. Following the process of “closing one customer at a time, fulfilling their requirements, and stabilizing the product” was the right growth approach for Saravana Kumar and team. 📈When it came to scaling, Document360 didn’t miss a beat. They kept up with growing demand without sacrificing quality, and they introduced new features that set them apart from the competition. And let’s not forget about a core growth driver: the Document360 community. The team’s built a strong, engaged user base to drive growth. The focus isn’t just on acquiring new users; it’s retaining the existing ones and driving success for them through the product and community. 📢Another growth driver has been ICP clarity from the very beginning. They’re not wasting time targeting everyone. Everything, from their blog to their “Knowledgebase Ninjas” podcast, has been focused on presenting value to product teams (and especially end-users within those teams, i.e., technical writers). The bottom line? Document360 is growing fast and solving a very real problem around technical documentation. They’re listening to users, hiring the right talent, and marketing to the right ICP. And that’s what makes them #SaaSational! #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign 

India’s history is deeply rooted in innovation. The introduction of zero to the numeric system, yoga, Ayurveda, fiber optics, and many more inventions the world enjoys today, came from this sub-continent of thinkers and pioneers. In the modern era, India’s roots have gotten stronger—especially in SaaS. From making business smoother to transforming customer experiences, Indian SaaS companies aren’t just playing the game—they’re changing it. This Independence Day, we’re celebrating our homegrown tech talent, stories of their meteoric rise, and their charge towards taking India (and the world) to new heights! We’re celebrating #SaaSationIndia! Watch this space for more. Happy Independence Day! #IndependenceDay #IndiaAt78 #ProudIndia #SaaSational #IndependenceCampaign invideo Sanket Shah Storylane Akash Bansal Nalin Senthamil  RevenueHero Sudharshan Karthik 🦸 Charanyan Venkataraghavan 🦸 Klenty Vengat Krishnaraj HyperVerge Kedar Kulkarni  Facilio Prabhu Ramachandran

The winning streak continues for Neeraj Chopra and the Indian Hockey Team in the #Olympics! Congratulations to Neeraj for bringing home the Silver and the Hockey Team for the Bronze. Be it Tokyo or Paris, our athletes have never disappointed us. They have given their best in every game and made us prouder with each passing year. Here’s to our champions—Neeraj Chopra and the Indian Men's Hockey Team—who continue to bring glory to India! #NeerajChopra #IndianHockeyTeam #Chher4Bharat #ParisOlympics #Olympics2024 

Let’s talk about “value” in B2B content. Most B2B content with informational intent takes TOO LONG to present value. (“Want to learn how to get the most out of a CRM? No, first read these massive sections on what a CRM is and the types of CRMs you can get”) Instead of testing your reader’s patience, what you want to do is present the meat of your content upfront. And that’s what the inverted pyramid style of writing is all about. Here’s how you’d write a blog in this style. 1️⃣ Identify the need-to-knows, i.e., the primary question you want to answer. This could be hypothetical or based on SERP results for the primary keyword. 2️⃣ List out the nice-to-knows, i.e., secondary points that the reader would LIKE to read about but doesn’t NEED to read about. 3️⃣ Create an outline that prioritizes need-to-knows. E.g., if you want to talk about CRM best practices, get to it with the very first H2. Keep the nice-to-knows for later or talk about it briefly in your intro. 4️⃣ Flesh out the outline to present value upfront. This means starting an intro or a section with a line or a paragraph that answers a core question. No BS. 5️⃣ Add a summary right on top that gives an accurate overview of what you’ve talked about in the blog. Make sure you include the need-to-knows here. With this process, you’re not just providing information gain faster — you’re also including your target keywords as early as possible, which is great for rankings. And the beauty of this writing style is that it works for all content formats. For instance, if you’ve got a listicle style LinkedIn carousel, get all the bullet headers in the first couple of slides, so the reader knows exactly what value they’re going to get. --------- The short of it is this: skip the fluff, and get right to the point. Your readers (and Google) will appreciate it. #91Ninjas #NinjasHacks #B2B #CRM #Content