Early on almost every B2B company grows through one dominant channel, so the wrong move is to run four at half strength. Name your primary channel, get it to the point where it reliably produces pipeline, and only then add a second, and add it as an expansion rather than as a rescue when the first one stalls. Organic inbound ends up the largest channel for most established B2B companies, but very few of them started there. A useful sequencing rule from the Accel India playbook: below roughly two million dollars ARR keep marketing narrow, product marketing plus lead generation, and resist building a broad team. Do not force product-led growth onto a product that needs a human in the loop.
4 resources, 3 India-specific, 4 link-checked.
A rare account of channel evolution in order (outbound, then inbound, then events, then expansion) as Whatfix went from one million to seventy million ARR, plus why they split the CTO to the US and kept the CEO in India.
On The Neon Show by Siddhartha Ahluwalia with Khadim Batti and Vara Kumar Namburu 1 hr 9 min listen
A first-hand account of moving from product-led growth to enterprise sales and the pricing changes that made the revenue work, told by Smartsheet's president of product to an India-first audience.
On Prime Venture Partners Podcast by Prime Venture Partners with Praerit Garg podcast episode
Open primevp.in →Names the six channels B2B companies actually grow on and shows how top companies weight them, which is the frame you need when one channel stalls. Also the useful reminder that organic inbound dominating usually means product-market fit, not clever marketing.
From Lenny's Newsletter by Lenny Rachitsky 20 min read
Freshworks' early marketing approach documented properly: what they measured, what they spent on, and the argument that below two million dollars ARR you should do product marketing and lead generation only. The India cost discipline in it is the part US playbooks never give you.
From SeedToScale by Accel by Rachit Parekh long read
How inbound, content and demand gen reads from a different seat.
The same ground, over in Get your first customers, our Starting Up track.
The same ground, over in Grow organically & retain, our D2C track.
