Bani Kaur

Exit Five

- Built the Exit Five B2B Marketing Salary Benchmark Report (from data analysis to design)

Research Report Creator

Typeform

Writing three long form pieces every month that brought together proprietary research, customer stories, and the Typeform product in Typeform's brand voice.

Product-led Content Writer

HockeyStack

End-to-end research report processes including:
- Analysis
- Writing
- Interactive content (quizzes and calculators)

Writer

- Interview-based writing for Writer's C-Suite for a technical audience. 

- Building repurposing strategies for Writer's long form assets (guides and ebooks).

Thought Leadership Writer

Storyblocks

Creating multi-expert guides, landing pages, and repurposing strategies

Research Report Creator and Thought Leadership Writer

Motion

Shopify

B2B SaaS Freelance Writer (Specializing in Email Marketing, Sales, and Fintech)

Teal

Jasper

Building Jasper's thought leadership series "How Jasper Uses Jasper"

Who am I?
I am a content strategist and writer for B2B SaaS brands, with clients like Writer, Jasper, Litmus, Typeform, Shopify and a writer for the SaaS Nordic CEO and Executive Network. I combine design thinking with deep research to create content that doesn’t just inform—it influences.

What I can do for you
1. Content Management
Scaling content is two parts management and one part strategy. You need to keep all your opportunities organized, yes. But you also need to strategize for automation, repurposing, and efficient communication. 

I work with teams to:
✔ Build content calendars that align with business goals
✔ Establish internal processes for research, writing, and approvals
✔ Maintain consistency across formats and distribution channels

2. Research Reports & Thought Leadership Assets
B2B audiences value depth. I have a team of analysts and designers in-house to build assets that cater to both logic and aesthetic. 

✔ Interview your team to distill insights into premium reports, whitepapers, and long-form blogs
✔ Develop original research reports with proprietary data and trend analysis
✔ Structure content in a way that drives direct revenue

3. Repurposing & Distribution Strategies
Your best ideas shouldn’t be limited to one format. I help brands maximize reach by transforming existing content into new, high-performing assets.

Want to talk content strategy? Let’s connect.

Email: hello@banikaur.net

Long form SEO writer

This is going to be a VERY hot take. Some might even say a pretentious take. But I actually really enjoy LinkedIn.

When I first started posting 4 years ago about everything under the sun—no niche, no strategy, and no audience—LinkedIn was the only platform where I always found my people. Someone to share ideas with and some others to challenge them. 

I don't know if you can tell but I'm quite nerdy. I actually think that the products I write for are super cool and make people's jobs easier and lives better. 

Do they contribute in the same way as cancer research or disaster response? No.

But do they help people do their jobs better and have higher job satisfaction as a result? 
100%.

Every single time I conduct a case study interview or interview an enthusiastic subject expert, I'm reminded of this detail. Every time I read Reddit threads or G2 reviews about my clients' products, I'm happy to be creating, strategizing, marketing for a tool that genuinely helps people. 

And a LOT of how I learned how to do it, and do it well, is because people on this platform were nerdy enough to share the nitty gritty of every article, every interview, and every brief like it mattered. 

I try my very best to give back through detailed processes, housekeeping systems, and industry insights of my own. Which LinkedIn absolutely hates now and pushes to the bottom of people's feeds. But I persist. 

I have no shame in admitting that I'm thoroughly nerdy, process-oriented, and an avid consumer of the content my favorite creators build for this platform. Would I be considered a thousand times cooler if I just said "ugh, I have to do it for work. I don't actually enjoy it." Hell yes.

But you'll just have to put up with me being uncool. 

Do *you* actually enjoy LinkedIn?

Content strategist, writer, and Research Report Creator for B2B SaaS in Fintech, Marketing, AI and Sales | Clients: Hotjar, Klaviyo, Shopify, Copy.ai, Writer, Jasper

In 2022, I was hitting a wall with blogs-only writing. I realized I had started to enjoy it lesser with each assignment, despite the promise of stability. 

It had gotten a bit mechanical and "templated" and I was afraid that a good-enough template that could create 2x faster might *eventually* replace me. 

Then came ChatGPT. Plonk in the middle of my dilemma. 

What I'd feared would happen 2 years down the line, started happening with one launch. But such is the nature of working in a tech-related industry. The tech Gods giveth and then they invent a tech God that taketh away. 

Luckily, I'd been investing in a different skill. Interview-based writing. Taking journalistic courses, researching techniques from the world's best interviewers. 

At that time, "thought-leadership" writing was a new-ish term. And I was a newish thought-leadership writer. 

The portfolio pieces and skills I'm proud of now were in their infant phase when I first started out. I stumbled oh-so-many times. I'd schedule half-hour long interviews only to run out of questions by the 7th minute. I found it hard to dig deep. I had to overcome several mindset blocks:

- "It's going to make people uncomfortable if I ask them to elaborate"
- "I have to give them several examples to make sure I'm not misunderstood"
- "No, no I don't have to give them any examples so as not to bias their responses"
- "My face looks ridiculous when I speak!"

I had another half-a-dozen of these frantic thought both before and during an interview. 

Now, 3 years later, I've come a LONG way from the nervous, terrified of judgement, interviewer I used to be. 

And the biggest lesson I learnt? The only way out is through.

I only got better by practicing, interviewing, and asking the uncomfortable questions. And it's only since about the start of 2025 that I began to feel that the experts I talk to are equally interested in talking to me. They participate, share personal anecdotes, and sometimes *laugh*. 

And because I practiced past the awkwardness and past the "I'm not sure I understand"s, did I even have the opportunity to interview mind-blowingly brilliant people. 

I guess what I'm getting to is that even thought this is a pivot I willingly chose, it was not easy. And if you're going through a similar upskilling pivot, give yourself grace but also give yourself exposure. 

📩  And if you're looking for an interview-based writer, send me a note! I've worked extensively with brands like Shopify, WRITER, and Jasper to build out their expert-led series.

I do not hate AI-assisted content at all. I think AI has given a lot of people the means to communicate in a way that helps their interpersonal relationships and their career. 

And I’m happy to be living in a day and age where people can have better opportunities and relationships through tools.

What I do hate is how it’s become super hard to find distinctive voices and original stories ON PLATFORMS MEANT FOR STORIES. 

I used to turn to Instagram for fashion inspo, travel planning tips, and even credit card hacks. But now everytime I open up any social media platform, I see a sea of sameness. 

Travel tips are now “Travel is not just a fun experience, it’s life altering new reality.” 

GRWM is no longer “white shirts save most outfits! And here are mine!.” It’s become “White shirts are no longer wardrobe basics, they’re appearance elevaters.”

Moisturisers have pivoted from a list of daily essentials and entered a league of “life savers.” (Sorry, doctors.) 

I think you get the theme. 

I hate hate the demise of original stories in human, flawed, grammatically ambiguous formats. 

I hate how creators have become lazy enough to stop even editing their own scripts to sound like themselves.

I hate that I recognize this AI-drivel and compare it to a time with *human* story-telling. Even poorly narrated human stories. 

I know hate is strong word and that’s why I’ve chosen it for my post today.

Are you feeling this too?

I have availability coming up after almost a year of 0 calendar spots! So if you've wanted to work with me, now's the time. Here's who I help:

✅ 1. B2B SaaS business in AI, Sales and Marketing, and Fintech with long form content: While my clients include enterprise brands like Writer and Shopify, I also work with start ups (I worked with Copy.ai at the very start). 

Formats I specialize in:
👉 Ebooks
👉 Competitor comparison pieces
👉 Blogs and Case Studies

✅ 2. B2B brands who want to get started with or produce more proprietary research or interview-based content. 

👉 Have customer data that you'd like to codify into a benchmark report?
👉 Want to survey your audience and share the report as a lead gen magnet? 
👉 Have incredible experts inhouse but are pressed for time to interview them?

Leave a comment and I'll reach out!

✅ 3. B2B SaaS startups that need help with strategy and management. 

👉 I have worked as a content marketing manager at Cloudshare. 
👉 I'll build faster processes (I built a SaaS that saved my team 6 hours/day)
👉 I have over a year of experience with a B2B SaaS mastermind and learning how 100+ businesses are run.

Does this sound like something you need support with? DM me!

I have to admit that I got on this bandwagon of sharing my personal life on LinkedIn *rather* reluctantly. 

"You mean share details here that are UNPROFESSIONAL?" 😱 I asked, not wanted to be jolted from my comfortable and reliable "processes and testimonials" bubble.

But now the more I share, the more joy, community, and relationships I build. It's given me the ability to see myself beyond what I do for work. It has helped me connect to a lot of folks who share my interests, passions, and ... obsessions (ehm, hobbies).

And because I chose to share a sneak peak of my life outside of my assignments, I found opportunities that were squarely within my zone of genius. Strategy, writing AND operations. Opportunities that might not have otherwise made it to my inbox because I was only talking to people who did exactly what I do/did.

And a combination of these things has made LinkedIn a much more fun, social, and happier place for me to hang out at. 

What's something/someone that has made LinkedIn more fun for you? 😍

💰 Planning to create a research report this year? Here's the budget you need to be putting aside (+ some workarounds) 👇 

👉 1. Strategy and survey design: Why are you doing this survey? What do you expect to gain out of it? It could be any of these things:

- Brand awareness
- Leads
- Bragging rights 

Then, you'll build the format and the question-flow for asking the right people the right questions to drive leads, insights, or shareable stats.

💰 3-6K, depending on whether you're just outsourcing this part or the whole report (Can go lower is you’ve already outlined the survey content and just need light structuring.)

👉 2. Collecting responses: Sending the survey to the right ICP. B2B Marketers if you're writing for B2B Marketers, Leaders, recruiters and hiring managers if you're targeting job seekers. 

💰 USD 5-20K: 
✂️ Workaround: Use your owned audiences like newsletter subscribers or co-partner on collection and distribution. 

👉 4. Data analysis & insight distillation: Turning raw survey responses into a story that answers your audience's questions. 

This is where most reports fall flat—dumping stats in charts and hoping the reader will connect the dots. Don’t do that.

You want someone who knows what to cross reference, can spot patterns, and shape a narrative that ties to your goal. 

💰 3K–6K
✂️ Workaround: If your team has internal analysts, pair them with a strategist who can help frame insights for marketing and sales. Don’t silo it.

👉 5. Report copywriting: Writing the thing people will actually read and shaping it to look like something they want to share.

This step includes:
- Writing an intro that earns trust
- Explaining what the data actually means
- Pulling out callouts, quote blocks, and stat cards
- *Thinking* in a layout that’s scan-friendly and branded

💰 3K–6K, depending on the length and how many stakeholders need to sign off.

👉 6. Report design: Making the data not just look good, but communicates your vision to people who wont be reading every line. 

Work with a designer who gets your audience, your narrative, and your goals.

Someone who knows:
- How to use visual hierarchy to guide the eye
- When to let a stat breathe—and when to tuck supporting copy beside it
- How to highlight insights in a way that makes a busy exec stop scrolling
- How to balance white space, typography, and brand consistency across formats (PDF, web, carousel)

💰 3K–10K, depending on complexity, asset count, and whether you’re also producing modular social formats.
✂️ Workaround: If you’re lucky, you’ll find a marketer who’s also a designer—someone who can think in insights and layouts. (AKA me. And I have a design team). 

Want to build a research report but don't know where to start? Book a call on my website or DM me! :)

Aishwarya Ganji

Zaira | Marketing-As-A-Service

Independent GTM consultant for early-stage D2C and SaaS cos on all things growth, marketing and brand.

✅ Website: www.zaira.co.in
✔️ Email: aishwarya@zaira.co.in

Clients: Zavvy.io, Mayple.com, Appcues, Storylane.io, DivbyZero.com, SuperK, HelloVerify.com, Inkle.io, PreSkale.com, DocVita.com, CompUp.io, Pocus.com, Breadcrumbs.io, ICE Institute, 1flow.ai, My Nectar Health, KIAV and counting….

Perfect if you want one or more parts of your GTM sorted; we act as your extended growth team—from strategy, to content, design and ops; we own Multi-channel growth and conversions. 

Not sure what you need help with first? Let’s help you figure it out. 

Book a (free) consultation call: https://zaira.co.in/lets-talk/

Independent Content and GTM Consultant for startups

CompUp (YC S22)

Head of Growth (On Contract / Fractional)

Consulting HireSure.ai on all things content marketing: SEO, Newsletter, LinkedIn (among other channels)

Content Marketing Consultant

Storylane

Consulting Storylane on SEO, LinkedIn and other content marketing activities.

Growth

Toplyne.io

Toplyne is a headless sales AI that helps increase ARR by studying product usage data and surfacing high-intent pipeline for sales teams - directly in their existing CRM.

I was an early hire at the intersection of content and growth. This was also my first foray into the beautiful world of SaaS. 

Toplyne's substack newsletter (attached in links) is widely read (with over 8K+ organic subscribers) and loved in the SaaS community. 

I was at the helm of managing the newsletter strategy and execution for the past six months. 

This included: Tuesday's Growth Story, Thursday's "This Week in PLG" edition, and the launching of a brand new IP, "Humans of PLG."

- Led content-led account-based marketing efforts. (Links to articles attached)
Target accounts: Statsig, Paddle, Tray.io, Contentful, and Lattice (to name a few)
Impact: Won a demo with Tray.io and Statsig and advanced conversations with others. 

- Led social media marketing efforts across LinkedIn and Twitter.
Impact: Gained 2,849 new followers in the last 179 days,  [all organic] and a 30% jump in engagement (impressions, reactions, comments, and reposts) in the same period.

- Launched "Humans of PLG," a proprietary IP where we pick the brains of the best PLG (product-led growth) leaders globally. The first ever of this series was positioned as a webinar, open to all. I led the end-to-end strategy and execution, aligning communication, design, promotion, and logistics.

Impact: Insane brand awareness and word of mouth. 600+ registrations, 100+ attendees with a drop-off rate of less than 5%. Many of these attendees were given an interactive platform demo with an incentive of Early Beta Access to Toplyne's Freemium Product.

Growth and Content

apna

Apna is India's 28th in 2021, 65th overall, and fastest-ever unicorn 🦄 connecting India's rising working class with employment and skilling opportunities.

I was the first hire at the intersection of content and growth. 

- Led a cross-functional team of writers, designers, and social media to work on all social channels. (IG, FB, Twitter andLinkedIn).

Impact: 
Grew LinkedIn follower base 4x [10k to 40k followers] in 9 months.
IG followers grew from 10K to 30K in < 10 months. Engagement (comments, shares, saves) doubled in the same period. 

Built the employer side of the business through effective communications on digital channels.

- Launched "apnaTalks," a series of webinars with India's leading CHROs. 

Impact: Created a Proprietary IP that served the dual purpose of building brand and awareness AND a consistent, high-quality lead generation channel [500+ registrations, 200+ attendees, and 30+ MQLs on average per webinar]

-  Scaled email as a channel for Outreach and Demos booked. 

Impact: Passed on over 2,000+ MQLs to the Sales team as a result. Consistent open rates above industry standard, i.e., < 20% on all email campaigns. 

- Collaborated with India’s leading PR agency, adfactorsPR, for media coverage. Led content summaries and execution for various news bytes in leading newspapers and digital media outlets like The Hindu and Tech Crunch.

Spearheaded all content for B2B channels like Email, LinkedIn, Webinars, Fireside chats, PR for English media outlets, etc.

WorkAmp Spaces

WorkAmp Spaces is a real estate space startup that sources, designs, builds and manages offices for enterprise clients (akin to a Knotel); 100K + sq. ft. and growing, under management. Here, I:

Developed proprietary internal processes to streamline inefficacies; this was achieved through 

- Mapping design and project functionality to assess and plug gaps in collaboration with interior designers and project managers
- Automating payment and inventory management systems by adopting SaaS platform; improved payment collection by 50%
- Setting up ‘Customer Success’ as a key component of employee KRAs and KPIs; increased Net Promoter Score by 15%, reduced response and turnaround time for client requests
- Mapping customer journey and set SOPs for Sales, Client, and Community interactions; 50 % increase in deal closures
- Launching an Android/iOS mobile application; currently in use by 1000+ WorkAmp members

Formulated market outreach strategy; this involved:
- Conducting interviews of 100 current and potential customers, at CXO level in mid-sized and large companies to identify and bifurcate cohort based on commercial space needs; this enabled the company to develop a strategic customer outreach plan
- Developed a Go-To-Market strategy based on STP framework in collaboration with Company’s Core Team

Growth Marketer

Identified growth and new business avenues; these included:

- Developing a new revenue stream by monetizing under-utilized inventory (meeting and conference rooms; executed a
- A 360-degree strategy that led to a >100 % increase in revenue from meeting and conference rooms across all locations

Led end-to-end recruitment initiatives - Contributed to company strength, from 15 to 45 in 1.5 years; this involved:

- Identifying gaps in organizational structure to formulate strategic job requirements
- Sourcing and vetting of candidates, interviews and first point of negotiations for all hires 
- Successfully closed the following positions: Design Lead, Human Resource Manager, among others

Growth Hacker

Pratham Education Foundation

Selected as part of a 30 person nation-wide cohort to conduct a 3-month program focused on developmental research examining the causes and effects of unemployment among married rural women; this included conducting detailed surveys and interviews with families below the poverty line.

Key Achievements:
- Contributed to developmental research by examining the causes and effects of unemployment among married women. 
- Conducted user interviews, on highly sensitive subjects, with empathy and intent. 
- Analyzed and presented research findings, insights and actionables to team in a detailed report. 
- Translated detailed raw data from local languages of Hindi and Marathi, to nuanced case studies in English.  
- Wrote and Edited marketing and communications material for Pratham's digital platforms.
- Participated in round table discussions on problems and solutions around female participation in the workplace.

Young Leader (Apprenticeship)

AIESEC in Mumbai

AIESEC is the world's largest youth-run organization that provides young people with leadership development, cross-cultural internships, and impactful volunteer experiences. 

As a Team Leader and NGO Relations Manager at AIESEC Mumbai, I  -

- Recruited and led a team of 5 as part of the Incoming Exchange, Global Community Development Program. 
- Liaised with 50 + local and national NGOs to collaborate, and drive collective impact. 
- We matched suitable candidates with the right NGOs, with the overarching aim to deliver high-impact experiences for 25+ international interns in Mumbai for the Balakalaakar Program, an annual arts workshop for underprivileged children.

Team Leader, NGO Relations Manager 

As the Product Development Manager for AIESEC Mumbai's Non-Corporate Outgoing Exchange Department, I  -

- Accelerated the existing Campus Ambassador program by setting up a referral program to drive sales and the number of outgoing exchanges from local colleges in Mumbai. 
- Engineered college events, workshops, seminars, and key partnerships to drive local awareness for AIESEC’s exchange program.

Product Development Manager

AIESEC Morocco

Global Community Development Volunteer

You're in the right place if you’re an early-stage startup excited to unlock the power of content-led growth.

Let’s build you a revenue-generating content engine. 💪🏻

DM me for a link to book a (free) consultation call!

For more on my background and work experience, read along👇🏼

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The Battle

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Aishwarya G

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Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Bani Kaur's LinkedIn Performance

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