Article · 8 min read

How India's SaaS brands can create, scale and supercharge global growth

Think with Google APAC · Think with Google Free Beginner India

Carries the stat that matters for brand budget arguments: 92 percent of B2B buyers pick a vendor from the list they had on day one. Uses Indian companies (JustCall, Uniqode) rather than the usual US case studies.

  • Indian SaaS is expected to double revenue to 50 billion dollars between 2025 and 2030, with over 70 percent of sales coming from overseas.
  • The average enterprise buyer starts with 4.3 vendors in mind and 92 percent buy from that day one list.
  • 70 percent of enterprise buyers research independently before they will speak to a rep.
  • 84 percent of buyers use search across the journey and 55 percent use it weekly or more, so being findable early decides the shortlist.
Open on business.google.com ↗

It answers 5 questions

  1. What is the difference between brand and demand, in plain terms?
  2. Our content gets likes but no pipeline. What do I change?
  3. How much of my budget should go to brand versus demand?
  4. How do I measure brand when it does not show up in the attribution report?
  5. How did Zoho build a global brand from India without a US sized budget?

Read with it

  1. The source of the 95-5 rule: at any moment only about 5 percent of your buyers are in market, so most brand spend is aimed at... LinkedIn B2B Institute Report · Report hub How B2B Brands Grow LinkedIn B2B Institute with the Ehrenberg-Bass Institute
  2. Median marketing spend around 8 percent of ARR and sales around 15 percent, split by funded versus bootstrapped, from a survey... SaaS Capital Report · 15 min read 2026 Spending Benchmarks for Private B2B SaaS Companies Nick Perry
  3. Laja built a business on testing B2B messaging with real buyers, and here he explains how he balances the what and the why in a... Grow & Tell Podcast · 55 min Bootstrapping and Messaging: Peep Laja on growing CXL and Wynter Alex Kracov with Peep Laja
  4. Zoho's former creative director explains the UAE VAT campaign, Made in India Made for the World, and how they bought Super Bowl... Prime Venture Partners Podcast Podcast · 53 min How Zoho Cracked Global Markets with 3 Iconic Campaigns Jerome Manuel with Raffic Aslam
  5. Pierri has done this on hundreds of early stage homepages, so the advice is unusually concrete: say when someone would use the... Exit Five Podcast · 53 min How to Master B2B Positioning with Anthony Pierri (Fletch PMM) Dave Gerhardt with Anthony Pierri
  6. Video · 25 min Zoho CEO Sridhar Vembu on the Long Game, Transnational Localism, and the Future of AI Patrick Moorhead and Daniel Newman with Sridhar Vembu
eChai Partner Brands The partnership →