424 | The Truth About B2B Marketing - Why Sales Needs Content | Shiv Narayanan

Futureproof Founder Podcast · Sep 17, 2026 · 46m

Jeff Mains sits down with Shiv Narayanan, founder of How to SaaS, fractional CMO, and advisor to private equity firms, to unpack a fundamental shift in how B2B buyers educate themselves. The old inbound playbook — Google ads, SEO, demo forms, SDR handoffs — is collapsing as buyers increasingly turn to AI platforms to research, shortlist, and even build business cases before ever speaking to a human. Shiv introduces the concept of a "training data footprint": the idea that your company's visibility on AI platforms depends on whether your expertise shows up in the sources AI uses to learn —…