Shiyam Sunder is co-founder and managing director of TripleDart, the Bengaluru, India, agency that runs search, paid media, content, and account-based marketing for B2B software companies. A demand generation specialist, he started in the first group of digital marketers at Zoho and ManageEngine and later led demand generation for Freshworks in Asia-Pacific and for the global employment company Remote before starting TripleDart in 2020.
Early Marketing Work at Zoho
TripleDart's author page traces his career through the first batch of digital marketers at ManageEngine and Zoho, the founding marketing job at Iamneo.ai, and demand generation for Freshworks in Asia-Pacific. He was later head of paid media at the agency Heydigital, where clients included Hotjar, Mailjet, Lokalise, and CXL, and then head of demand generation at Remote.
"During my time at Freshworks and Remote, I saw firsthand how B2B SaaS companies struggled to find marketing partners who truly understood their business model and growth challenges," he told The Economic Times in July 2026. "Most agencies were too generic or lacked the technical depth to drive real pipeline impact."
Bootstrapping TripleDart
He started TripleDart in 2020 with Rs 5 lakh and has kept it bootstrapped. "It forced us to be disciplined about unit economics, customer acquisition costs, and profitability from day one," he told The Economic Times, adding that he is "not ideologically opposed to raising capital" if it would speed up software development or acquisitions. He told the paper the firm had passed $7 million in annual recurring revenue, with about 80 percent of it from North American clients.
In a 2024 talk he put TripleDart at about 80 people working only with software companies, from Freshworks and Sprinklr to Factors.ai. His co-founder Manoj Palanikumar leads SEO and content operations.
TripleDart's Slate System
TripleDart's in-house AI system, Slate, automates repetitive work in SEO, generative engine optimization, campaign setup, ad copy, landing pages, and reporting. Sunder says that lets two people do what used to take five, which is how the firm keeps software-like margins in a services business, and he told The Economic Times that TripleDart may sell Slate as a standalone product.
"The winners will be companies that combine AI-powered efficiency with human strategic insight and creativity," he said. In a 2024 Founderpath keynote on AI and SEO, he walked through how software companies can scale programmatic SEO without scaling content budgets.