How to build Brand Preference against category giants who have 10x your budget
Every B2B SaaS category has a giant.
A brand that got there first. Locked in the enterprise contracts. Shows up in every analyst report, every shortlist, and every buyer's first Google search.
And then there's everyone else - leaner, faster, and competing for the same buyers with a fraction of the budget.
Dhivya Venkatesan knows this world intimately. As Head of Marketing at Signeasy, she competes directly against DocuSign and Adobe Sign - two of the most recognised brands in B2B SaaS, every single day. Not by outspending them. By outthinking them.
In this session of the Growth Show, Dhivya will break down the challenger brand playbook she's built from the inside out - how to build real brand preference when the category leader has ten times your marketing budget, a decade of brand recognition, and enterprise relationships you're still trying to earn.
This isn't theory. It's what she's actually doing at Signeasy, in a market that was already decided before she walked in.
What we'll cover
-- Why brand preference is winnable even when awareness is not and what the difference actually means for your strategy
-- How to position against a giant without sounding like you're just cheaper or smaller
-- The content, channel, and brand decisions that move the needle when budget is limited
-- How to build a marketing function that punches above its weight -- and keeps doing it
-- What Indian B2B SaaS brands specifically need to do differently to compete on a global stage
Who this is for
CMOs, VPs of Marketing, and Demand Gen leaders at B2B SaaS companies who are the challenger in their category -- or who are about to become one.
About the guest Dhivya Venkatesan is Head of Marketing at Signeasy, a B2B SaaS contract management platform competing in a category owned by DocuSign and Adobe Sign. She has spent nearly five years building a brand that earns preference -- not just awareness -- through sharp positioning, integrated demand generation, and a marketing function that is accountable to pipeline, not just activity.
About Growth Show
Growth Show is a live webinar series by PipeRocket Digital, built for senior B2B SaaS marketers.
Previous episodes: https://bit.ly/growth-show