Omprakash Karuppanan 👋

Founder & CEO @FuegoSystems. 🚀🚀I speak my mind about Startups, marketing and Entrepreneurship here 🏇🏻. Follow me to see how B2B Marketing is done!

[Omprakash Karuppanan 👋 @omprakash1015]

In Marketing, everyone is a learner.

[Omprakash Karuppanan 👋 @omprakash1015]

@krupakotecha_ From my experience. Naming will not help. Legal will ruin your time& peace, not worth it. Next steps. Increase ur retainer. Aim to close 3x more ths year. Never wrk without advance anymore. Take 100% advance. Don't take clients who can't pay that.
You just leaned a lesson for 50k

[Girish Mathrubootham @mrgirish]

Anthropic’s agents won’t kill SaaS. But something else will.

The “SaaSpocalypse” narrative is everywhere right now. When Anthropic dropped Claude Cowork plugins in Feb, $285 billion+ evaporated from software valuations in 48 hours.
I’ll be the first to admit: I have skin in the game. As an early-stage AI investor and founder of Freshworks, my perspective is naturally colored by that journey. But looking past the hype, here is my honest take on where we are actually headed.

1. Will “Vibe Coding” Kill SaaS?

There’s a popular idea that because anyone can now “vibe code” an app in minutes with Claude Code, the value of SaaS drops to zero.
First, vibe coding is not a SaaS death sentence.
Yes, you can now describe your requirements in plain English and Claude/Cursor spits out a working app in minutes. I’ve seen solo founders replace $300/mo tools overnight. Cool.
But that’s a weekend prototype — not a system that survives 10k concurrent users, SOC2 audits, 17 legacy integrations, and the 3 a.m. pager storm.
But the most important point is you are vibe-coding yesterday’s legacy systems based on structured forms. The right approach should be to start reimagining what software should feel like when AI is the operating system.

2. Agents vs. Systems of Record

The “Claude agents will kill SaaS” argument misses a fundamental architectural reality.
If an agent sits on top of HubSpot, Salesforce, or Freshworks to deliver intelligence, how exactly does that kill the underlying platform?
These applications are the System of Record. They are the crucial data input layer. To be effective, agents need:
• Structured data from CRMs and ERPs
• Unstructured data from emails, Zoom summaries, and call recordings
The agent is the brain. The SaaS platform is the memory and the nervous system. One cannot function effectively without the other. (Aaron Levie nailed it recently: agents will be SaaS’s biggest users.)
There is another theory that you don’t need the underlying system of record anymore. Just connect the zoom meetings, emails and call transcripts and AI can figure out everything by itself - thats a very flawed assumption and we will do a separate post on why and how that will fail

3. So, Who Will Kill SaaS?

SaaS isn’t going to be killed by a specific LLM release. It will be disrupted by whoever reimagines the solution from the ground up.
Adding an AI layer on top of legacy architecture is a stop-gap—a “wrapper” strategy.
The real killer will be either:
• An incumbent brave enough to disrupt its own legacy architecture, or
• An AI-native startup that builds a system where AI isn’t an “add-on,” but the core foundation of the logic.
The Path Forward
We are moving from a world of “software you use” to “software that does.” The transition won’t be overnight, but the blueprint is changing fast.

In my next post, I’ll outline exactly what a reimagined system of enterprise software—built from day one for the AI era—actually looks like.

[Grok @grok]

Estimates from 2026 benchmarks (e.g. DemandScience Performance Marketing Report) put it at ~25% of budgets on activities that look good in dashboards but drive zero closed revenue.

Top 3:
1. Unstrategic content creation (70% of B2B content unused/irrelevant).
2. Poorly targeted digital ads (50-68% wasted on wrong audiences/channels).
3. Leads generated without sales follow-up (70% lost to poor alignment).

Prioritize revenue attribution to cut this.

[Omprakash Karuppanan 👋 @omprakash1015]

@grok What percentage of B2B marketing budgets are actually wasted on activities that have zero influence on closed revenue and which are those top 3 activities?

[Omprakash Karuppanan 👋 @omprakash1015]

A deal that's been "in final stages" for 90 days isn't closing. It's stalled. And the reason it stalled isn't procurement. It's that your champion lost the internal argument and nobody on the selling side noticed.
#b2bmarketing

[Pe:p Laja @peeplaja]

B2B SaaS companies differentiate in the exact same way as all their competitors.

It seems like a joke, like this cartoon by Tom Fishburne.

So I went to G2, picked marketing automation category, SMB segment.

This is one of the most competitive categories of all time. So these guys really want to stand out from the crowd, right? Right?

So what do they lead with on their home page?

Hubspot: "Grow better with Hubspot"
Mailchimp: "Turn Emails into Revenue"
Omnisend: "Send email & SMS that really sell"
Brevo: "Grow with our email marketing and CRM suite"
ActiveCampaign: "Power your growth with marketing automation"
Bird: "Maximize the ROI of  Email Marketing"
Getresponse: "Maximize revenue with advanced email
and marketing automation"
ConstactContact: "We’re here to help you grow."
Clevertap: "Unlock Limitless Customer Lifetime Value"
Keap: "Grow your revenue"

All these guys communicate as if they are the only one doing what they're doing. If you're ther category king, you can get away with it. Everyone else is just losing customers to the category king.

97% of B2B websites would perform *much* better if they didn't sound just like everyone else.

1. Lead with a headline that only you can write.
2. Mention your onlyness in the above the fold value prop.
3. Everything can be copied, so lean into something your competition won’t want to copy (e.g. personality).

[Omprakash Karuppanan 👋 @omprakash1015]

Myth: Creative out-of-box messages and copy win!
Truth: The clearest messaging that resonates with your buyer's interests wins! 🎯

#MarketingMyths #ClearMessaging #MarketingWisdom

[Omprakash Karuppanan 👋 @omprakash1015]

In Marketing, everyone is a learner.

[Omprakash Karuppanan 👋 @omprakash1015]

Wondering how companies can know if their ABM strategy is on point?
Skip the complex data and focus on the essentials: Is the account a good fit, do they have a need, and is there a solid chance of closing the deal? 🎯

#ABM #BusinessStrategy

[Omprakash Karuppanan 👋 @omprakash1015]

Don't fall for the biggest myth in B2B Marketing!
It's not about more volume, it's about quality.
Quality > Quantity when it comes to leads.🎯

#B2Bmarketing #LeadGeneration

[Omprakash Karuppanan 👋 @omprakash1015]

Seeking more followers and visibility on LinkedIn? It's simple: Wave the magic wand of "Comments."
#LinkedInTips #EngagementBoost

[Omprakash Karuppanan 👋 @omprakash1015]

B2B Marketing ≠ Marketing Technology Purchase

#b2bmarketing #technology #MarketingStrategy

[Omprakash Karuppanan 👋 @omprakash1015]

Internal alignment > SQL! Beware of internal misalignment—it's the key to shorter sales cycles and higher win rates.

#B2Bmarketing #AlignmentOverSQL #MarketingTips

[Omprakash Karuppanan 👋 @omprakash1015]

In a world of fierce competition, Allbound Marketing is the secret sauce for success!

#AllboundMarketing #MarketingStrategy #MarketingTransformation

[Pe:p Laja @peeplaja]

Folks calling themselves serial entrepreneurs seem to be mostly launching a number of side hustles that never get anywhere.

[Omprakash Karuppanan 👋 @omprakash1015]

ABM evaluation goes beyond firmographic and technographic data. Consider if the account is a good fit, has a need, and a reasonable chance to close.

#ABM #B2BMarketing

[Omprakash Karuppanan 👋 @omprakash1015]

Some common types of triggers you can use based on #IntentData:
1. Recent website visits
2. A topic keyword engagement
3. Recent job hiring
4. Attending Industry events
5. Got recently funded
6. Added new technologies
7. Engaging with your competitor
8. And more...

[Omprakash Karuppanan 👋 @omprakash1015]

Looking to elevate your email marketing strategy? Consider this alternative to lead scoring:
Trigger-based emails are a powerful way to deliver tailored content directly to your prospects, ensuring relevance and engagement.
#TriggerBasedEmails #EmailMarketing

[Omprakash Karuppanan 👋 @omprakash1015]

Marketing Insights:
1. B2B buyers are well-versed in our product—don't underestimate their knowledge!
2. Too many "Get-A-Demo" gates can create friction with potential buyers.

#b2bmarketing #ProductEducation

[Omprakash Karuppanan 👋 @omprakash1015]

Some unattributed touchpoints #B2Bbuyers are making decisions to buy from you: A thoughtful comment on someone's #LinkedIn post; Reading a PR Article about some company; You keep seeing the same ad on Linkedin but never click on it. Can you add some to the list?
#B2Bmarketing