Turning Anonymous Traffic Into Revenue — Srikrishna Swaminathan, Factors.ai

How did Srikrishna Swaminathan transform his journey from scaling InMobi to $100M revenue into building Factors.ai, a SaaS analytics startup disrupting the future of B2B marketing attribution and pipeline generation? In this episode of the Founder Thesis Podcast, we dive deep into the rise of Factors.ai and how it is positioned as a Google Analytics alternative for SaaS and B2B companies.

Srikrishna shares his career journey from FMCG sales at Dabur to investment banking, then scaling global adtech at InMobi, and finally co-founding Factors.ai. The startup helps SaaS GTM teams turn scattered marketing data into actionable signals that drive pipeline and revenue. He explains why dashboards fail, how AI is changing B2B marketing, and why privacy-first data strategies will be the moat of the future. This conversation with host Akshay Datt offers rare insights into scaling SaaS efficiently in a post-cookie, post-funding-winter world.

Key Highlights:

• How Srikrishna Swaminathan scaled InMobi’s affiliate business to $100M revenue
• Founding story of Factors.ai and its signal-based approach to pipeline generation
• Lessons on building efficient SaaS growth during India’s funding winter
• Why Google Analytics is losing relevance in the privacy-first era
• The role of Explain AI in decoding buyer journeys and marketing ROI
• Macro trends shaping the future of B2B SaaS and marketing analytics

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00:00 - Srikrishna Swaminathan’s journey from Dabur to InMobi
06:15 - Scaling InMobi’s adtech business to $100M+
13:40 - Founding Factors.ai to fix broken attribution
20:25 - Signal based pipeline generation explained
28:50 - Why Google Analytics is outdated for SaaS
36:15 - Surviving the funding winter with efficiency
44:30 - Explain AI and the future of marketing
53:05 - Building global SaaS from India

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