Meet Praval Singh, Head of Marketing at Zoho, who has spent 13 years building one of the most successful bootstrapped SaaS companies in the world. From managing a single product (Zoho Social) to now overseeing brand marketing, enterprise GTM, and customer advocacy across 55+ products, Praval has witnessed Zoho's remarkable journey from 6 million to 130 million users globally.In this episode of The Marketing Couch, Praval shares the real story behind scaling B2B SaaS marketing—from product-led to brand-led strategies, why product marketing is under fire, and how to prove marketing ROI when leadership questions your impact.What you'll learn🔸 Product marketing under scrutiny: How to prove ROI and demonstrate strategic value beyond feature launches🔸 The shift from product-led to brand-led marketing at scale (and when to make that transition)🔸 Messaging strategy for 55+ products: How to avoid customer confusion while maintaining brand coherence🔸 SMB vs Enterprise playbooks: Why applying enterprise tactics to SMB customers kills startups (and vice versa)🔸 Customer advocacy done right: Turning satisfied users into your most powerful sales channel🔸 Remote leadership secrets: Building and managing high-performing teams across geographies🔸 The SaaS marketing evolution: What actually changed between 2012 and 2025 (and what stayed the same)🔸 From agency to product company: The mindset shifts required when you move from B2C to B2B SaaS🔸 Why consistency beats campaigns: The long-term thinking that built Zoho's brand equityWhere to find Praval SinghLinkedIn: https://www.linkedin.com/in/praval/X (Twitter): @pravalWhere to find Jaydip SikdarLinkedIn: https://www.linkedin.com/in/jaydipsikdar/Timestamps00:00:00 Introduction00:03:07 Zoho's Growth Journey and Product Evolution00:06:08 The Importance of Product Marketing00:09:02 Understanding the SaaS Landscape00:11:59 The Role of Product Marketing in Driving Revenue00:14:46 Key Performance Indicators for Product Marketing00:18:07 Zoho's Unique Approach to Growth and Privacy00:21:05 Building a Unified Tech Stack for Innovation00:23:48 The Future of Zoho and Market Positioning00:31:27 Data Privacy and Marketing Strategy00:35:41 Zoho's Go-to-Market Approach00:36:05 Transitioning from SMB to Enterprise00:42:27 The Role of Events in Marketing00:53:26 Building a Unified Brand Narrative00:57:15 Organizational Structure and Marketing Strategy01:00:57 The Role of Brand and Product Management01:01:44 Exploring AI Integration in Business01:03:26 Marketing's Shift Towards Revenue Ownership01:06:07 Enhancing Customer Experience01:09:16 Driving Cross-Functional Consensus01:17:29 Hiring Philosophy and Cultural Fit01:23:23 Personal Insights and InterestsZoho: https://www.zoho.com/Zoho Social: https://www.zoho.com/social/Zoho Books: https://www.zoho.com/books/ManageEngine: https://www.manageengine.com/Stratigery Newsletter by Ben Thompson: https://stratechery.com/MKT1 Newsletter: https://mkt1.substack.com/Om Malik's Commentary: https://om.co/About The Marketing CouchThe Marketing Couch brings you real conversations with B2B marketing leaders, sales leaders, product leaders, customer success leaders, and founders who share what actually works beyond the theory. From startup growth to enterprise scale, discover the strategies, frameworks, and mindsets that drive measurable business impact.For inquiries about the podcast, contact geetha@unstopppable.club.

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