India has the third largest SaaS ecosystem after the United States and China, according to a report by Motilal Oswal. And, according to another report by Bain & Company, Indian SaaS companies are poised to achieve revenue of $30 billion by 2025capturing an 8-9% share of the global SaaS market.
“However, we haven’t heard much about SaaS performance marketing agencies that are uniquely trained to deal with this rapid growth of SaaS startups. This led to the creation of TripleDart Digital, a SaaS performance marketing agency in APAC,” says Shiyam Sunder, co-founder and CEO of TripleDart Digital.
Founded in December 2020 by Shiyam Sunder, Manoj Palanikumar, Jayakumar Muthusamyand Sabarinathan Rajeswaran, bangalore–based on TripleDart focuses on increasing the return on investment of its customers through various online channels.
“Another issue we’re addressing is identifying the right resources for SaaS business owners. With significant funds and a great product, one thing that SaaS startups lack is weather, and a perfect SaaS marketing playbook to decipher the growth formula for this industry. As the SaaS market is relatively new, identifying the corresponding SMEs was tedious for the founders. We want to mitigate this issue by providing an in-house team for the performance marketing needs of SaaS startups,” adds Shiyam.
TripleDart’s pilot services include organic channels (SEO, content marketing, and digital PR), paid media (paid search, paid social, performance creatives, landing pages, and account-based advertising), and intelligence analytics (strategy and consulting, conversion rate optimization (CRO), brand research and brand audit).
“Our USP is that we are aware of the dynamics of how a marketing funnel works in the SaaS ecosystem. Thus, we are not throwing numbers around,” Shiyam asserts.
He goes on to add that TripleDart’s services are based on custom frameworks that are sure to drive growth.
“Scaling SaaS demand generation engines requires distinct skills, dedicated focus, and keeping up to date with the latest innovations, which come easily to our employees given their background and industry experience. “, did he declare.
Shiyam says TripleDart has no real competition in the Indian market at the moment. “However, our global competitors, or rather market players we admire, would include companies like Klientboost, Directive Consulting and Refine Labs,” he says.
SaaS in its DNA
TripleDart’s founding team has a strong SaaS pedigree, so to speak.
Shiyam has worked with several SaaS unicorns including Zoho, Freshworks, Hotjar and HeyDigital, leading performance marketing teams in his periods. Her contribution to each client that joins Tripledart Digital’s portfolio brings her previous experience with other scale-ups to their performance marketing playbook.
Manoj is TripleDart’s go-to-market expert and is affectionately known as the All Things Inbound Marketing staff. He previously worked at Zoho, Salesken and Merkle Science.
Jayakumar’s expertise lies in data, and his proficiency in SaaS stems from his previous stints at Freshworks, Multiplier, and HeyDigital.
Sabari, Head of Paid Marketing at TripleDart, specializes in strategizing, managing and scaling clients’ paid channels. He previously worked at Multiplier, Kovai.co and Stan Ventures.
“We went from a team of 20 to about 50 people,” says Shiyam.
The present and the future
According to a report by Expert Market Research (EMR), the global digital marketing industry reached a value of nearly $305 billion in 2020. The market is further expected to grow at a CAGR of 17.6% between 2021 and 2026 to reach a value of approximately $807 billion by 2026.
The increase in the creation of digital content and the consumption of this content through various online channels is driving the growth of the sector, the report notes.
Currently seeded, Shiyam says that being a service-based business, it was launched with an initial investment of Rs 5 lakh.
It claims it has been profitable since its inception and generated an ARR of $250,000 for fiscal year 2021, projecting $1.5 million in ARR for fiscal year 2022.
“We are a global agency and our client base is spread across the United States, Canada, Australia, Europe and APAC regions. Our customers are mainly from the APAC region. We have served over 35 SaaS startups in the past 18 months, and some of our clients include Mobstac, Pepper Content, MoEngage, Adpushup, Apty, Oloid, and Multiplier,” he adds.
Going forward, TripleDart is set to focus more on the West.