How Ads, AI, and Intent Signals Drive B2B SaaS Revenue with Srikrishna Swaminathan #235

SaaS District

•November 21, 2025•36 min

SaaS District•Nov 21, 2025

AI Summary

In this episode, Sri Swaminathan explains how B2B SaaS marketers can map the buyer journey, use AI to automate attribution, and harness intent data while respecting privacy to drive measurable revenue. He introduces the concept of GTM engineering and the need for a unified data view that turns fragmented marketing signals into actionable insights. Drawing on his experience scaling a $100 M business at InMobi, Sri shares practical advice on building high‑performing teams, staying in a flow state, and defining success for Factors.AI.

Episode Description

Srikrishna Swaminathan is the Co-Founder and CEO of Factors.AI, a platform that helps B2B marketers understand, attribute, and optimize their go-to-market performance through data-driven insights. With a career spanning product, sales, and strategy, Sri has built and scaled high-performing teams, including a $100 million business unit at InMobi, before turning his focus to marketing analytics and revenue intelligence.

At Factors.AI, Sri has led the company’s mission to simplify complex marketing data by unifying customer journeys, automating attribution, and surfacing actionable insights for marketers. He emphasizes the importance of connecting marketing activity to real business outcomes, advocating for transparency, precision, and measurable impact in every GTM motion.

In this episode we cover:

00:00 - Intro

01:21 - Understanding the Buyer Journey

05:27 - The Role of AI in Marketing Execution

11:02 - Navigating Privacy and Personalization in Ads

14:37 - Leveraging Intent Data for Targeting

19:53 - The Emergence of GTM Engineering

22:06 - Creating a Unified Data View for Decision Making

25:31 - Personal Insights and Advice from Sri

26:00 – Sri's Favorite Activity to Get Into a Flow State

27:22 – Sri's Advice for His Younger Self

29:12 – Biggest Challenges and Goals for Factors AI