Co-Founder at Factors.ai, a B2B Marketing Analytics and Attribution platform. We help B2B Marketing and Growth Teams measure, analyze and optimize the impact of Marketing activities on Revenue leading to higher pipeline/revenue and low wastage of marketing dollars.

We automatically integrate all buyer touchpoints from the website, Ads, content, webinars, chat, offline events, emails, and CRM activities to stitch the entire Buyer Journey to help Marketing teams understand "What their prospects are doing ?" and "How to make their Buying process easy ".

Key usecase we solve for :

1. Attribution of  Ads on Revenue
2. Attribution of Content on Revenue
3. Complete Buyer Journey visualization from Campaign to CRM
4. Path Analysis and Segments
5. Website visitor deanonymization

We offer a free trial and full customer support. Please signup up here, https://app.factors.ai/signup . The Integration process is less than 30 mins. 

Apart from work, love discussing math, analytics, marketing, and history. Have a PhD in kite flying !!

Srikrishna Swaminathan

Factors.AI | B2B Pipeline Generation Software

Factors.ai empowers B2B/SaaS GTM teams to generate pipeline and accelerate deal closures. With our Signal-based account identification, account scoring, automated workflows and campaign optimization, B2B companies drive additional revenue efficiently. 

Our unique B2B GTM approach revolves around "Signal" based pipeline generation. Our product automatically collects data from first, second, and third party sources like Product, CRM, Website, Ad channels, LinkedIn , Review sites like G2 and Email data. It identifies the crucial "Signals"  that contribute to deal closures and organizes accounts according to their Signal-based intent. These accounts are then automatically engaged through Sales, Email, and Marketing campaign workflows. What sets us apart is our real-time Attribution and Customer journey analysis that accurately calculates the RoI of these campaigns. This allows us to provide feedback on the effectiveness of different segments in real time and make necessary adjustments.

As a LinkedIn Marketing partner, we also offer exclusive data to measure & attribute the impact of LinkedIn Ads and optimize LinkedIn Ads campaigns.

Co-Founder and CEO

Factors.AI helps B2B Marketing teams to drive more Revenue. We automatically integrate Marketing and Revenue data from multiple data silos, to deliver DeAnonymization, Buyer Journey Analytics and Attribution.

Are you going insane?

They say insanity is repeating the same mistakes over and over, and expecting different results. But true insanity is doing the same thing over again, watching positive outcomes decrease, but stubbornly repeating the exact same behaviour… and expecting things to magically improve.

So many marketers are stuck in the same traditional systems they’ve always used. Funnels, gated content, using snappy one-liners to get attention. But it simply isn’t working any more (except for the snappy one-liners, if you made it this far).

So, we analyzed marketing data from 100+ B2B companies and surveyed 125+ US-focused marketing leaders. We found that traditional marketing strategies are failing: 

> 12.7% decline in webinar registrations
> 5% drop in eBook downloads 
> 26.3% freefall in report downloads

If you’re doing the same things you’ve always done, and it’s failing, it’s not your fault. The market is changing. LLM’s, and generational changes on buying committees, and fatigue with same-same AI content is changing how buyers buy, and how marketers need to market. 

Meanwhile, one platform is bucking the trend: LinkedIn.

Why? People are here, on LinkedIn, writing posts like this, networking, and getting in front of customers in a far more natural and genuine way.

Our findings reveal that LinkedIn delivered a 44% advantage in median Return on Ad Spend (ROAS) compared to Google Ads. CMOs are seeing clear ROI, resulting in a 5x faster growth in LinkedIn ad budgets over Google.

We put weeks into dissecting this data and packaging it into a report that finally tells the truth about where B2B marketing is heading.

Would genuinely love your take on it once you read through it - https://lnkd.in/gw_rjad5

Building the Agentic Marketing Team for B2B

I turned my biggest competitor into my customer !!


In the early days of Factors.ai, we were up against a lot of tough companies - one of them more than anyone else. But I always kept it friendly between us. We would often speak about demand gen and share ideas too. The MarTech space is a crowded space and there are lot of companies and overlaps in product features..

Fast forward… they shut down a feature that we competed on..

Guess who they came to?

Us.. and they are still a customer today !!

The same thing happened recently with a large company.. never thought of them as a “prospect” because for me.. he was a friend, someone I could jam with on Linkedin Ads

That’s the real secret of long B2B relationships - never sell !!

Be the one who gives more than you take.. the one they trust to pick up the phone and call

We go the distance for our customers, doing our part
> Listening to every call recording
> Pitching new ideas for Ad campaigns &  GTM Engineering
> Even partnering with LinkedIn + G2 to give accurate intent data

That’s what has worked for us over the years….

As the Co-Founder and CEO of Factors.AI, I have over 3.5 years of experience in building and leading a B2B Pipeline Generation platform that helps GTM teams, drive revenue with AI powered Account Intelligence, Activation and Attribution. Our platform automatically integrates all buyer touchpoints from multiple data sources to deliver Pipeline growth for B2B teams in a RoI efficient way.

My core competencies include General MAangement and B2B marketing. I also enjoy discussing math, analytics, marketing, and history, and have a PhD in kite flying.

Before we rush into 2026.. I’m joining Clay and HubSpot to answer one question: What actually worked this year for top GTM teams and what should we stop doing?


If you’re a founder, RevOps leader, or marketer, here’s what you’ll get from the session:

1. the GTM motions that.. consistently drove pipeline in 2025
2. where AI delivered real pipeline impact vs unnecessary noise
3. the operational mistakes slowing teams down
4. early 2026 playbooks already showing results
5. a live teardown of real RevOps setups

Just operators comparing what really happened on the ground.

📍 Bengaluru
📅 Nov 21
Would love to see you there..

Link to register: https://lnkd.in/gPymATBn 

Siya Verma🦄✨ Kushagra T. Avinash Haridas Shakthivel Matheshwaran 🥾 Gwenllian Ching Ravindra M.K Natalie Eng

At the LinkedIn  #businessofchennai event at Taj , Tidel Park today.


One interesting insight is on how authentic reviews and customer referrals make a difference in deal conversion. This is something we knew intuitively and now with Factors.ai .ai  buyer journey insights & attribution even more  clearly with the backing of data. 

Makes it very important to have reviews on G2  , build case studies and talk about the same on LinkedIn to have the credibility alongside brand recall.

Fyle, an AI corporate expense management company, increased sales conversions by 20% and doubled their demo requests from high-intent channels.. Here’s how you can do it too..

> Problem: Fyle’s team struggled to retarget nearly 90% of high-intent visitors who bounced without booking a demo.. They relied on slow.. manual workflows to identify quality traffic and enrich contacts for outreach.

> Solution: Account de-anonymization and automated outreach
> Fyle adopted Factors.ai to automate their warm outbound motion. Factors provided higher-quality, account-level data for US companies, becoming the ‘non-negotiable layer’ powering their strategy.. Factors de-anonymized anonymous accounts and automatically pushed the data to Clay for enrichment, and then to Smartlead for segmented campaigns.

> The key conversion lever: Demo drop-off alerts
> The most impactful specific use case was Factors’ demo drop-off alerts, which instantly notified the team via Slack when a visitor abandoned the form. This allowed immediate outreach while the prospect’s intent was fresh. Briti S. called this the "biggest game changer" !!

> Results: A reliable conversion engine
> By replacing cold emailing with warm, signal-driven outreach, email response rates jumped from below 5% to 20–30%.. Out of every 20 drop-off contacts they reached out to, one booked a demo. Overall, 75% of their demo requests in August 2025 were generated directly from Factors-sourced data !

Never lose a high-intent visitor again.. leverage account intelligence and real-time alerts to turn anonymous traffic into qualified pipeline..

Factors.ai is free to use for the first 14 days. Click here , let’s get you started - https://lnkd.in/g2EWWrcB

At the LinkedIn event in Chennai has one of the best congregation of marketers in B2B discussing hard topics like Attribution.

Interestingly only 10% of Marketers think their Attribution strategy is in place and leaving a huge need for evangelism on Attribution.

Thanks Janani Sundararajan and LinkedIn team for hosting me and Factors.ai  at the event. As Lord Kelvin said, you improve what you measure !

If more budget really solved growth.. every CMO would be hitting their pipeline target by simply throwing more money at Google or Meta or Linkedin..

But it’s not that simple,..

The paradox is simple: increased ad spend ≠ increased returns..

At Factors.ai.. we’ve seen that performance improves when teams:
> build clear analytics frameworks
> align messaging with the audience
> treat attribution as a diagnostic tool

Last week, I hosted paid ads experts Jonathan Bland and ✌🏻Jason S. from Omni Lab.. diving deep into how top B2B brands are breaking the paid media paradox.

We recorded the session for anyone who wasn’t able to make it .. https://lnkd.in/gxAatJmm

Most LinkedIn ad problems aren’t creative problems.. they’re signal problems...

Once you feed the right data into Sales Navigator and Ads , everything else gets easier: 
> targeting
> spend
> attribution

If you want to test this approach for your own funnel , you should check out our latest LinkedIn Benchmarks report.. where we've interviewed over 125 top B2B about their best practices on LinkedIn !! - https://lnkd.in/gw_rjad5

Early adopters are seeing 81% higher deal closure rates, 43% lower CPA !!

LinkedIn’s new Company-level reporting is proving to be the light at the end of the tunnel for B2B marketers…

And to show you how you can achieve these numbers, Liz Gentile, Product Manager at LinkedIn will be joined by my co-founder Praveen Das on a live webinar to explore-

> How to move from Vanity Metrics to Value..
> how integrations between Factors.ai and LinkedIn are helping marketers prove revenue impact .
> how top B2B brands are reducing CPL by over 50% (with case studies) !!

Register here - https://lnkd.in/gZyiV2FE

This is a excellent report by Tanuj Mendiratta and team on B2B GTM and importantly workflows to improve pipeline. If you are a early/mid stage B2B firm, the workflows are immediately useful

Exited SaaS Founder | Salesmonk.ai - AI Voice + Chat to get ICP Meetings from website visitors

My GTM team spent 4 weeks putting together the GTM strategy playbook for 2026 for B2B businesses.

This isn't just theory. It's the exact framework modern revenue teams are using to cut tool costs by almost 50% while doubling pipeline.

We've turned it into a playbook you can start using today.

Here's what's inside:

✅ How to structure a 2026 GTM budget that actually drives pipeline instead of just adding more tools and headcount.
✅ The only 3 metrics that truly matter when measuring conversion.
✅ Workflows that help high-growth teams recover 15–25% of pipeline lost to fragmented tools.
✅ A practical, no-fluff framework to simplify your GTM stack, cut waste, and reinvest in programs that produce measurable revenue.

To get it:

1. Comment "2026" on this post
2. Connect with me (DMs only go to connections)

I'll send it directly to your DMs.

taplio

Srikrishna Swaminathan's Linkedin Analytics