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.

🔗 Connect with Alex Rawlings on LinkedIn https://www.linkedin.com/in/alexrawlings/
🌐 Visit Raw Selection www.raw-selection.com