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IS THE ONLY MARKETING PROBLEM THAT MATTERS NOW.
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How do we stand out?" has no answer. "What pattern is our category following — and how do we interrupt it?
In 2011 there were 1,000 MarTech vendors. By 2024 that hit 15,000. G2 went from 50,000 software listings to 150,000 in five years. AI is making it faster and cheaper to ship than ever. The market has never been more crowded.
Differentiation can't be a once-a-year campaign anymore. PIPE is the repeatable framework for identifying what your category defaults to, interrupting it deliberately, and building a portfolio that compounds. Storylane used it to grow from $2M to $10M ARR in under two years, with 97% of pipeline from inbound. This book is the full playbook.
Differentiation can't be a once-a-year campaign anymore. PIPE is the repeatable framework for identifying what your category defaults to, interrupting it deliberately, and building a portfolio that compounds. Storylane used it to grow from $2M to $10M ARR in under two years, with 97% of pipeline from inbound. This book is the full playbook.
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Madhav Bhandari is CMO at Storylane. Over two years, he took the company from $2M to $10M ARR — profitably, without funding — with 97% of pipeline inbound and brand demand growing 8x in six quarters. Competitors with hundreds of millions in funding couldn't keep up.
He's spent 12+ years helping B2B SaaS startups build lean, high-impact marketing engines across brand, content, product marketing, and demand gen. His approach has always been the same: find what your category defaults to, then do the opposite. Pattern Interrupt Marketing is that approach — systematized, stress-tested, and shared in full, including what didn't work.
He's spent 12+ years helping B2B SaaS startups build lean, high-impact marketing engines across brand, content, product marketing, and demand gen. His approach has always been the same: find what your category defaults to, then do the opposite. Pattern Interrupt Marketing is that approach — systematized, stress-tested, and shared in full, including what didn't work.
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Madhav Bhandari