The Concurate Podcast

STP Marketing Is Outdated. Here’s What Indian Brands Need Instead | Shivaji Dasgupta

Is traditional marketing keeping brands from understanding what Indian consumers really want?

In this episode of the B2B SaaS Marketing Podcast by Concurate, Sakshi Yadav speaks with Shivaji Dasgupta, brand strategy veteran and author of Marketing That Works: Building Breakthrough Brands in India.

Shivaji introduces UMA (Unify, Magnify, Amplify), a customer-centric framework that challenges traditional marketing approaches and explores how brands can build stronger customer relationships in India's evolving market.

In this episode, discover why traditional STP and USP frameworks need a rethink, how UMA applies to B2B services and content marketing, what AI means for marketers, and why Kirana stores could make a comeback.

CHAPTERS

00:00 – Why Kirana Stores Could Make a Comeback
00:19 – Why Traditional STP Marketing Needs a Rethink
01:18 – Meet Shivaji Dasgupta
02:14 – The Story Behind Marketing That Works
03:07 – UMA Explained: Unify, Magnify, Amplify
06:13 – Applying UMA to B2B Services
07:49 – Why Shivaji Questions the Traditional USP
09:04 – Indian Brands That Apply Customer-Centric Marketing
12:17 – How UMA Changes Content Marketing
15:38 – AI in Marketing: Hype vs Reality
16:51 – Using AI to Improve Marketing Outcomes
18:08 – How Small Brands Can Generate Attention
19:15 – Does UMA Work Beyond India?
20:44 – Rapid Fire: Marketing and Advertising
22:06 – The One Principle Every Young Marketer Should Follow
22:43 – The Future of Indian Marketing
23:46 – Shivaji Dasgupta's Next Book

RESOURCES FROM CONCURATE

SaaS Marketing Trends of 2026
FinTech Case Study | 25 Leads From 3 Blogs
The Perfect Match | Concurate's GEO Framework
Where Does ChatGPT Get Its Information From?
Generative Engine Optimization Case Study
Improve AI Search Visibility for Cybersecurity


FREE AI SEARCH RESOURCE

13-Point Checklist to Optimize SaaS Blogs for AI Search:
https://tinyurl.com/ai-checklist-for-B2B

Want your B2B SaaS content to appear in AI answers and generate high-intent leads?

Book a 10-minute call with Concurate

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https://www.linkedin.com/company/concurate/

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#B2BMarketing #MarketingStrategy #BrandStrategy

A great SaaS product doesn't guarantee customers. The right pricing, positioning, sales strategy, and customer relationships matter just as much.

In this episode of the Concurate Podcast, Tom Franklin shares lessons from building Triangle IP and making patent portfolio management accessible to more businesses.

Tom explains why he chose an unconventional pricing model, why he still runs product demos himself, and how direct customer feedback helps him improve the product. He also discusses how AI has reduced data-cleaning projects that took years to just weeks, and why human judgment remains essential.

If you're building a B2B SaaS company, acquiring customers, or turning expertise into a scalable product, this conversation offers practical lessons on pricing, sales, AI, and persistence.

CHAPTERS

00:00 Introduction
02:10 Why Patent Management Was Expensive
05:09 Making Software More Accessible
14:34 Selling Services vs. SaaS
18:49 Why Software Pricing Matters
21:47 From Engineer to Software Founder
26:24 How AI Turns Years of Work Into Weeks
32:12 What AI Can and Cannot Do
39:48 Why Tom Still Runs Product Demos
43:26 Why Founders Need Sales Skills
44:49 Customer Feedback and Product Improvement
46:12 Persistence and the Denver Patent Office
51:14 Overcoming Shyness and Public Speaking

RESOURCES FROM CONCURATE

SaaS Marketing Trends of 2026

FinTech Case Study | 25 Leads From 3 Blogs

The Perfect Match | Concurate's GEO Framework

Where Does ChatGPT Get Its Information From?

Generative Engine Optimization Case Study

Improve AI Search Visibility for Cybersecurity

FREE AI SEARCH RESOURCE

13-Point Checklist to Optimize SaaS Blogs for AI Search:
https://tinyurl.com/ai-checklist-for-B2B

Want your B2B SaaS content to appear in AI answers and generate high-intent leads?

Book a 10-minute call with Concurate

ABOUT TOM FRANKLIN

Tom Franklin is an engineer, patent attorney, and entrepreneur with decades of experience in intellectual property. He founded Triangle IP to make patent portfolio management more accessible to businesses.

ABOUT CONCURATE

Concurate is a B2B content marketing agency helping businesses attract the right audience, build authority, and generate leads.

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X (Twitter):
https://twitter.com/Concurate1

Like, share, and subscribe to the Concurate Podcast for more conversations about B2B marketing, SaaS growth, content strategy, SEO, AI, and brand building.

#SaaSMarketing #B2BSaaS #CustomerAcquisition

How to Spot Fake PR Placements Before You Pay

PR can build visibility, credibility, and trust, but the industry also has fake vendors, fraudulent invoices, fake media websites, hijacked accounts, and misleading traffic claims. In this episode of the SaaS Marketing Podcast, Eshita Gupta speaks with Alex Nigmatulin, co-founder and CMO of PRNews.io and Media Lister, about PR scams, paid and earned media, useful advertising, media attention, personal branding, and the future of press releases.

Alex shares how to verify PR vendors and media outlets, why “free PR” still has a cost, how the PESO model works, what makes paid content useful, how media attention can be measured, and why personal branding matters.
⏱️ Chapters

00:00 Introduction & Alex’s PR Journey
02:00 Building PRNews.io
04:55 The PESO Model & Cost of PR
06:28 Common PR Scams
07:41 Fake PR Placement Promises
08:53 Fake Invoices & Payment Scams
10:04 Hijacked Accounts & Phishing
11:02 Fake Media Websites
12:28 Fake Traffic & Click Fraud
13:38 Why You Have to Question Everything
16:03 What Makes Paid Content Useful?
18:36 Trust, Transparency & Misleading Ads
21:21 The Attention Index
25:25 Why Repeated Media Exposure Matters
27:17 Personal Branding & the Future of PR
31:42 Will Press Releases Still Work?
36:26 Final Thoughts

📚 Resources

SaaS Marketing Trends of 2026
FinTech Case Study | 25 Leads From 3 Blogs
The Perfect Match | Concurate's GEO Framework
Where Does ChatGPT Get Its Information From?
Generative Engine Optimization Case Study
Improve AI Search Visibility for Cybersecurity

🚀 Free AI Search Resource
13-Point Checklist:
https://tinyurl.com/ai-checklist-for-B2B

Book a 10-minute call:
https://meetings.hubspot.com/nitesh-gupta3?utm_source=podcast&utm_medium=youtube&utm_campaign=alex_nigmatulin_pr_scams

Concurate
LinkedIn
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#PR #PublicRelations #PRScams #B2BMarketing #ContentMarketing #PersonalBranding #PESOModel

How is AI changing the way B2B companies create content, build trust, and connect with their audience?

In this episode, Grant Leboff and Kousalya J explore the changing world of B2B marketing, AI, content strategy, personalization, personal branding, lead generation, and audience engagement.

They discuss whether AI can truly replace human creativity, how to personalize marketing without losing authenticity, why emotional connection matters, and how marketers can balance quality, quantity, consistency, and content repurposing.

They also explore how algorithms influence content, why traditional lead magnets are becoming more commoditized, and why human-led content can create stronger connections in an AI-driven marketing landscape.

00:00 🎙️ Welcome & Grant Leboff’s Marketing Journey

01:28 ✍️ Writing 5 Books & Communication

02:37 🤖 AI in Marketing: Creativity vs. Operations

04:54 💡 Can AI Create Original Ideas?

05:56 🎯 The Problem With Over-Personalization

10:17 📧 Personalization in Cold Emails

13:58 ❤️ Stage-Appropriate Personalization

15:16 🎵 Why Emotional Marketing Works

17:58 🧠 AI, Experience & Human Creativity

18:28 🤖 Can AI Ever Truly Be Human?

20:17 🎤 Interviewing: Who Is Your Audience?

48:17 📈 Reputation & Personal Branding

48:59 ⚖️ Quality vs. Quantity

50:53 🔄 Why Consistency Matters

53:09 ♻️ Content Repurposing

54:12 🤝 Human Creativity + AI

55:17 🎬 What Film Trailers Teach Us About Algorithms

58:39 🚪 Content as a Marketing Gateway

1:00:31 🧲 The Future of Lead Magnets

1:02:18 ❤️ Why Human Content Beats AI PDFs

1:03:30 🧠 Humans Are Feeling Machines

1:04:45 🌍 Technology & Human Connection

1:06:00 🎙️ Final Thoughts

🎙️ Stay tuned for more conversations on AI, content, and the future of B2B marketing.

Want to dominate AI search & generate high-intent leads?

🎯 Download our FREE resources:

👉 13-Point Checklist to Optimize SaaS Blogs for AI Search
https://tinyurl.com/ai-checklist-for-B2B

Need help with your marketing strategy?

Book a quick 10-min call with us:
https://meetings.hubspot.com/nitesh-gupta3

Concurate | Content Marketing Agency that Brings Leads, Not Just Traffic

📚 Must-Read Articles on AI SEO & SaaS Growth:
Where does ChatGPT get its information from?
https://concurate.com/where-does-chatgpt-get-its-information-from-for-saas-recommendations/
Top SaaS Marketing Trends
https://concurate.com/saas-marketing-trends/

Improve AI Search Visibility for Cybersecurity
https://concurate.com/improve-visibility-ai-search-cybersecurity/
Generative Engine Optimization Case Study
https://concurate.com/generative-engine-optimization-case-study/
ElevenLabs Marketing Teardown
https://concurate.com/elevenlabs-marketing-teardown/

AI is changing marketing faster than ever. So how can B2B SaaS brands stand out in an AI-first world?

In this episode of the B2B SaaS Marketing Podcast, Aditi Syal sits down with Mark Schaefer, bestselling author of Audacious: How Humans Win in an AI Marketing World, to discuss how marketers can stay relevant as AI transforms content creation.

From storytelling and AI creativity to MarkBot, cold outreach, brand communities, video marketing, and lead generation, this conversation shares practical ideas for B2B SaaS marketers looking to build brands that stand out when everyone else sounds the same.

In this episode:
• Why storytelling beats generic AI-generated content
• Finding the humanity AI cannot replicate
• How AI can improve creative thinking
• Inside MarkBot, Mark Schaefer’s AI tool
• Marketing ideas for B2B SaaS brands
• Cold emails that actually get responses
• Personalized vs. personal outreach
• How startups can build brand communities
• Why user-generated content matters
Chapters:
00:00 Introduction
00:45 Why Kindness Is Audacity Today
01:29 The Story Behind the Audacious Book Cover
02:58 How Aditi Discovered Mark Schaefer
04:07 How B2B SaaS Brands Stand Out in an AI World
06:20 Why Stories Beat AI-Generated Content
08:24 Finding the Humanity AI Can't Touch
11:21 Can AI Help You Think More Creatively?
13:10 Inside MarkBot
14:49 MarkBot's Marketing Ideas for B2B SaaS
16:24 Why Mark Created MarkBot
19:22 Cold Emails That Actually Get Responses
21:39 Personalized vs. Personal Outreach
26:04 Generating More User-Generated Content
28:16 Why Brand Communities Win
31:38 How Startups Should Build Communities
36:58 Choosing the Right Video Marketing Strategy
40:56 Using AI to Create Better Marketing Ideas
41:21 Are Lead Magnets Still Worth It?
42:25 Why You Should Stop Gating Your Content
44:10 Final Thoughts

🚀 Free Resource:
13-Point Checklist to Optimize SaaS Blogs for AI Search
https://tinyurl.com/ai-checklist-for-B2B

Want to improve your AI Search visibility and generate high-intent leads?
Book a quick 10-min call:
https://meetings.hubspot.com/nitesh-gupta3

Concurate | Content Marketing Agency That Brings Leads, Not Just Traffic
https://concurate.com/

📚 Read more:
Where Does ChatGPT Get Its Information From?
https://concurate.com/where-does-chatgpt-get-its-information-from-for-saas-recommendations/

SaaS Marketing Trends
https://concurate.com/saas-marketing-trends/

Improve AI Search Visibility for Cybersecurity
https://concurate.com/improve-visibility-ai-search-cybersecurity/

Generative Engine Optimization Case Study
https://concurate.com/generative-engine-optimization-case-study/

ElevenLabs Marketing Teardown
https://concurate.com/elevenlabs-marketing-teardown/

Like, share, and subscribe for more B2B SaaS marketinginsights.

How do B2B SaaS companies get recommended by ChatGPT, Google AI Overviews, Gemini, Perplexity, and other AI search engines?

In Episode 2 of the Concurate SaaS Marketing Podcast, Aditi Syal, Co-founder & Head of Content at Concurate, introduces The Perfect Match, Concurate’s proprietary GEO Framework for helping B2B SaaS companies improve AI visibility and attract high-intent buyers.

Instead of chasing rankings, the framework focuses on becoming the brand AI confidently recommends when buyers are evaluating solutions.

In this episode:
• Why AI Search is changing B2B SaaS marketing
• How AI users convert differently from traditional Google users
• Why ICP matters more than ever in AI Search
• How to benchmark AI visibility across ChatGPT, Gemini, Copilot, Grok, and Perplexity
• Content audits vs. Technical AI audits
• Zero-click search and declining informational traffic
• Why AI rewards original research and proprietary data
• Real examples from Ramp and GreyB
• How Concurate creates expert-led content with minimal client involvement
• Long-term principles for AI Search success

Chapters:
00:00 Introduction
00:20 Why Concurate created The Perfect Match
02:18 Why AI Search makes ICP more important
05:30 Building an ICP when clients have no documentation
06:35 How Concurate benchmarks AI visibility
09:02 Discovering AI perception risks
11:34 Technical Audit vs Content Audit
13:16 Zero-click search and declining traffic
14:08 Getting buy-in for technical AI recommendations
17:12 What should brands prioritize first?
19:33 Handling client-requested content topics
21:00 Why AI punishes generic content
21:45 Ramp, GreyB & proprietary data
23:21 Minimizing client involvement in content creation
25:22 Adapting as AI Search changes
26:09 Final thoughts on AI visibility

🚀 Free Resource:
13-Point Checklist to Optimize SaaS Blogs for AI Search
https://tinyurl.com/ai-checklist-for-B2B

Want to improve your AI Search visibility and generate high-intent leads?
Book a quick 10-min call:
https://meetings.hubspot.com/nitesh-gupta3

Concurate | Content Marketing Agency That Brings Leads, Not Just Traffic
https://concurate.com/

📚 Read more:
Where Does ChatGPT Get Its Information From?
https://concurate.com/where-does-chatgpt-get-its-information-from-for-saas-recommendations/

SaaS Marketing Trends
https://concurate.com/saas-marketing-trends/

Improve AI Search Visibility for Cybersecurity
https://concurate.com/improve-visibility-ai-search-cybersecurity/

Generative Engine Optimization Case Study
https://concurate.com/generative-engine-optimization-case-study/

ElevenLabs Marketing Teardown
https://concurate.com/elevenlabs-marketing-teardown/

Like, share, and subscribe for more B2B SaaS marketing, SEO, AI Search, GEO, AEO, and content strategy insights.

#AISEO #SaaSMarketing

Do B2B SaaS listicles still generate leads in the age of AI Search?

In this episode of the SaaS Marketing Podcast, Subhasri Banerjee and Aditi Syal discuss B2B SaaS listicles, SEO, AI Search, EEAT, GEO, content strategy, and lead generation.

Aditi shares how 3 B2B SaaS listicles generated 25 leads, why some listicles fail to convert, how AI is changing buyer behavior, and how to create content that attracts the perfect match.

In this episode:
• Why B2B SaaS listicles still work
• Why self-promotional listicles fail
• EEAT and third-party signals
• Discovery vs. conversion
• Topical authority and pain point SEO
• Product testing and review content
• AI and B2B SaaS listicles
• AI Search and changing buyer behavior
• Algorithm-proof B2B SaaS content
• The Perfect Match approach

Chapters:
00:00 The B2B SaaS Listicle Debate
00:29 Self-Promotional Listicles & SEO
00:51 Why Listicles Still Work
03:44 Do Listicles Still Work?
04:08 EEAT & Third-Party Signals
05:37 Why Listicles Fail to Generate Leads
06:58 Discovery vs. Conversion
07:36 Topical Authority & Pain Point SEO
09:03 Product Testing & Review Content
10:07 Testing Nearly 20 AI Voice Tools
11:56 AI & B2B SaaS Listicles
13:50 AI Search & Buyer Behavior
14:10 Algorithm-Proof B2B SaaS Content
15:45 The Perfect Match
16:23 Final Thoughts

Resources:
SaaS Marketing Trends 2026
https://concurate.com/saas-marketing-trends/

FinTech Case Study: 25 Leads From 3 Blogs
https://concurate.com/saas-lead-generation-case-study/

AI Voice Generation Listicle Case Study
https://concurate.com/saas-seo-case-study/

The Perfect Match | Concurate's GEO Framework
https://concurate.com/geo-framework-at-concurate-the-perfect-match/

Where Does ChatGPT Get Its Information From?
https://concurate.com/where-does-chatgpt-get-its-information-from-for-saas-recommendations/

Generative Engine Optimization Case Study
https://concurate.com/generative-engine-optimization-case-study/

ElevenLabs Marketing Teardown
https://concurate.com/elevenlabs-marketing-teardown/

Free Resource:
13-Point Checklist to Optimize SaaS Blogs for AI Search:
https://tinyurl.com/ai-checklist-for-B2B

Want to improve AI Search visibility and generate high-intent leads?
Book a quick 10-min call:
https://meetings.hubspot.com/nitesh-gupta3

Concurate | Content Marketing Agency That Brings Leads, Not Just Traffic
https://concurate.com/

Like, share, and subscribe for more B2B SaaS marketing, SEO, AI Search, GEO, AEO, and content strategy insights.

#B2BSaaS #SaaSMarketing #AISEO #AISearch #GEO #AEO #ContentMarketing #LeadGeneration

Is modern marketing becoming too noisy?

With endless AI tools, growth hacks, performance tactics, and personal branding advice competing for attention, it’s easy to lose sight of what actually drives sustainable growth.

In this episode of the Concurate Podcast, Rajesh Srinivasan, Founder of Mindful Marketing, five-time Amazon bestselling author, TEDx speaker, and marketing strategist, shares a practical approach to building brands that last.

Rajesh explains how marketers can combine timeless principles with modern AI tools to create differentiated brands, stronger positioning, and long-term growth.

In this episode:
• What Brand Homeostasis means and why brands need consistency and adaptation
• Why strategy matters as much as execution
• Demand Capture vs Demand Generation vs Category Creation
• Why marketers should focus on principles, not tactics
• How to use AI as a strategic thinking partner
• Why better thinking leads to better AI outputs
• Building a personal brand without chasing likes
• Why vulnerability builds stronger brands
• Creating content without losing your personality
• The 80/20 mindset behind sustainable growth

Timestamps:
00:00 Introduction
00:55 What is Brand Homeostasis?
05:22 Adapting without losing brand identity
06:47 Consistency vs campaign fatigue
09:07 Why Fevicol’s storytelling still works
11:32 Why vulnerability builds stronger brands
14:55 AI-generated content vs human personality
17:08 Using AI as a strategic thinking partner
22:46 The 4 levels of marketing maturity
32:32 Why personal branding advice often fails
41:50 Strategy vs execution
46:28 The 80/20 mindset behind business growth
49:10 Closing thoughts

Want to improve your AI search visibility and generate high-intent leads?

Download the FREE 13-Point Checklist to Optimize SaaS Blogs for AI Search:
https://tinyurl.com/ai-checklist-for-B2B

Need help with your marketing strategy?
Book a 10-min call:
https://meetings.hubspot.com/nitesh-g...

Explore Concurate:
https://concurate.com/

Read more:
Where does ChatGPT get its information from?
https://concurate.com/where-does-chatgpt-get-its-information-from-for-saas-recommendations/

Top SaaS Marketing Trends
https://concurate.com/saas-marketing-trends/

Improve AI Search Visibility for Cybersecurity
https://concurate.com/improve-visibility-ai-search-cybersecurity/

Generative Engine Optimization Case Study
https://concurate.com/generative-engine-optimization-case-study/

ElevenLabs Marketing Teardown
https://concurate.com/elevenlabs-marketing-teardown/

👍 Like, share, and subscribe for more marketing insights.

#AISEO #SaaSMarketing #ContentStrategy #AIMarketing #B2BMarketing #SearchVisibility