Asia Orangio’s Path to DemandMaven

Asia Orangio didn’t set out to build a company. Like many great entrepreneurs, the business found her.

Back in Atlanta, she was serving as Head of Marketing at a VC-funded SaaS startup, leading growth, juggling pipeline targets, and navigating the ever-present pressure of early-stage scale. But she kept wondering: What if I could bring this kind of expertise to multiple companies, without being full-time? That question planted the seed for what would become DemandMaven.

She started freelancing, offering fractional growth leadership to SaaS startups. It was tactical at first, tripling funnels, driving up acquisition metrics, but something didn’t sit right. Her clients weren’t growing sustainably. Traffic and leads were flowing in, but conversions and retention weren’t following. That’s when she had a realization: the top of the funnel doesn’t matter if the rest is broken.

That insight became the foundation of her business.

By year two of running DemandMaven, Asia had built a name for herself. She was helping early-stage startups make sense of their entire growth strategy, from go-to-market planning to long-term customer retention. But the real turning point came at the end of year two, moving into year three: she couldn’t meet the demand without sacrificing quality. DemandMaven had officially outgrown the solo consultancy phase.

She leaned into building a team and scaled her systems to maintain the high-touch expertise that made her brand stand out.

In January 2025, she was named one of Conan Venus’s Top 20 Leading Women in B2B Marketing, a nod to her impact in an industry often dominated by noise and buzzwords. DemandMaven wasn’t built on hype; it was built on outcomes.

That clarity and reputation paid off. The business was acquired in early 2025 by a growth advisory group expanding its presence in the SaaS market. Asia now serves as CEO of DemandMaven, continuing to lead the company with the same precision, care, and strategic thinking that launched it from a freelance idea into an acquired success story.

Asia has also been a returning speaker at the 2023 and 2024 Startup Mountain Summit, where she shared her unique insights on growth, customer psychology, and market strategy. We are excited to welcome her again at the 2025 Summit. 

Her journey is a testament to what’s possible when you listen to your instincts, trust your craft, and let the work speak for itself.