ABOUT
Tomas Seliokas
Tomas Seliokas
Tomas Seliokas
Tomas Seliokas
B2B SaaS CMO | London, UK
I lead marketing and stay close to the work.
I lead marketing and stay close to the work.
I’m a B2B SaaS CMO helping founder-led and investor-backed businesses build the system behind qualified pipeline. My experience spans marketing transformation at Saville Assessment, global scale at Similarweb and growth-stage teams.
I’m a B2B SaaS CMO helping founder-led and investor-backed businesses build the system behind qualified pipeline. My experience spans marketing transformation at Saville Assessment, global scale at Similarweb and growth-stage teams.
B2B SaaS CMO. Researcher. Builder.
“Tomas’ data, project management and comms skills were invaluable in making that work a reality.”
“Tomas’ data, project management and comms skills were invaluable in making that work a reality.”
“Tomas’ data, project management and comms skills were invaluable in making that work a reality.”
Rand Fishkin, CEO & Cofounder, SparkToro
On our earlier zero-click research collaboration
SELECTED EXPERIENCE
Different businesses. A broader view of marketing.
Different businesses. A broader view of marketing.
Different businesses. A broader view of marketing.
I’ve worked across established brands, global SaaS and founder-led teams. The decision changes with the business: what needs repositioning, where demand is being lost, what the team can execute and where the next investment belongs.
I’ve worked across established brands, global SaaS and founder-led teams. The decision changes with the business: what needs repositioning, where demand is being lost, what the team can execute and where the next investment belongs.
These are some of the roles that shaped how I work.
These are some of the roles that shaped how I work.
Saville Assessment
Saville Assessment
Interim CMO | HR technology and psychometrics SaaS
I led a PE-backed marketing transformation, repositioned the business and launched Wave Connect. The work connected the marketing strategy and budget with product marketing, demand, RevOps and the team needed to deliver it.
I led a PE-backed marketing transformation, repositioned the business and launched Wave Connect. The work connected the marketing strategy and budget with product marketing, demand, RevOps and the team needed to deliver it.
Similarweb
Similarweb
Marketing Director, MarTech Division | B2B marketing intelligence SaaS
I led marketing for Similarweb’s flagship Marketing Intelligence solution, built a global marketing organisation and represented the business through original research, customer conversations, webinars and conferences.
I led marketing for Similarweb’s flagship Marketing Intelligence solution, built a global marketing organisation and represented the business through original research, customer conversations, webinars and conferences.
Shout UGC / UniTaskr
Shout UGC / UniTaskr
Fractional CMO | Creator economy SaaS
I worked with the founder after Series A funding to shape the marketing strategy, reposition the propositions and rebuild acquisition and conversion. I also recruited a permanent marketing leader and handed over execution.
I worked with the founder after Series A funding to shape the marketing strategy, reposition the propositions and rebuild acquisition and conversion. I also recruited a permanent marketing leader and handed over execution.
Earlier consulting work at Huble Digital / Be Found Online gave me experience across B2B SaaS and technology clients.
Earlier consulting work at Huble Digital / Be Found Online gave me experience across B2B SaaS and technology clients.
PRACTICAL AI
I still like building things myself.
I still like building things myself.
I use AI to build applications, automations and marketing operations. At Saville, that included account research, audience activation, lead scoring, sales account briefs and launch content, with people reviewing the work where judgement mattered.
I use AI to build applications, automations and marketing operations. At Saville, that included account research, audience activation, lead scoring, sales account briefs and launch content, with people reviewing the work where judgement mattered.
I use the same approach in my own projects, including ecommerce operations and this website. Building directly gives me a better feel for what can be done, how quickly and whether it is worth doing.
I use the same approach in my own projects, including ecommerce operations and this website. Building directly gives me a better feel for what can be done, how quickly and whether it is worth doing.
That experience changes the decisions I make as a CMO: where to invest, what to automate, when to bring in a specialist and how to get a useful system into the team’s hands.
That experience changes the decisions I make as a CMO: where to invest, what to automate, when to bring in a specialist and how to get a useful system into the team’s hands.
ORIGINAL RESEARCH
What happens before the buyer reaches your website?
What happens before the buyer reaches your website?
What happens before the buyer reaches your website?
Marketing dashboards show part of the buying journey. My research examines what happens earlier, as buyers use AI to understand a category, compare vendors and decide who deserves a closer look.
Marketing dashboards show part of the buying journey. My research examines what happens earlier, as buyers use AI to understand a category, compare vendors and decide who deserves a closer look.
THE REPORT
The 3% Trap
The 3% Trap
The 3% Trap
A B2B SaaS CMO decision guide by Tomas Seliokas.
I screened 221 publications and reports to examine how AI is changing software discovery and vendor selection. The 3% Trap connects that evidence to the decisions marketing leaders need to make about positioning, visibility and measurement.
I screened 221 publications and reports to examine how AI is changing software discovery and vendor selection. The 3% Trap connects that evidence to the decisions marketing leaders need to make about positioning, visibility and measurement.
The report includes my synthesis and a labelled planning model, with the methodology and sources available alongside it.
The report includes my synthesis and a labelled planning model, with the methodology and sources available alongside it.
The question I care about is practical: what should a CMO change when the shortlist starts forming before a website visit?
The question I care about is practical: what should a CMO change when the shortlist starts forming before a website visit?
Read The 3% Trap
Read The 3% Trap
Methodology and sources
Methodology and sources
B2B SAAS CMO DECISION GUIDE
THE
THE
3%
3%
3%
3%
TRAP
TRAP
TRAP
TRAP
YOUR DASHBOARD SEES 3%. AI IS INSIDE 9 IN 10 SOFTWARE DECISIONS.
221 AI VISIBILITY PUBLICATIONS AND REPORTS REVIEWED
2026 REPORT
TOMAS SELIOKAS / B2B SAAS CMO
Research worth discussing. Ideas people can use.
Research worth discussing. Ideas people can use.
Research worth discussing. Ideas people can use.
EARLIER ZERO-CLICK RESEARCH
I collaborated with Rand Fishkin on widely cited zero-click research. His public recommendation recognises my contribution to the data, project management and communications behind that work.
I collaborated with Rand Fishkin on widely cited zero-click research. His public recommendation recognises my contribution to the data, project management and communications behind that work.
See the zero-click collaboration
See the zero-click collaboration
Rand Fishkin on LinkedIn
Rand Fishkin on LinkedIn
I’ve presented original research at the MarTech Innovation Summit, The Drum’s Agencies Festival and more than 20 Similarweb events, reaching more than 15,000 professionals worldwide.
I’ve presented original research at the MarTech Innovation Summit, The Drum’s Agencies Festival and more than 20 Similarweb events, reaching more than 15,000 professionals worldwide.
I enjoy the discussion that follows a talk: where the argument holds, where it breaks and what someone can actually do with it in their own business.
I enjoy the discussion that follows a talk: where the argument holds, where it breaks and what someone can actually do with it in their own business.
Invite me to speak
Invite me to speak
Speaking at a Similarweb event.
PODCAST / IN PRODUCTION
Brutally Direct SaaS Marketing.
Brutally Direct SaaS Marketing.
Two operator perspectives on a real marketing decision. A practical conversation about the work, with room to disagree.
Two operator perspectives on a real marketing decision. A practical conversation about the work, with room to disagree.
Explore the podcast
Explore the podcast
APPARENTLY, I ASK THIS A LOT.
“Does this actually move the needle?”
“Does this actually move the needle?”
“Does this actually move the needle?”
A question I keep coming back to.
I’ve asked that often enough to annoy people I like. Usually when we’re polishing a design, adding another tactic or making a plan more complicated than it needs to be.
I’ve asked that often enough to annoy people I like. Usually when we’re polishing a design, adding another tactic or making a plan more complicated than it needs to be.
If the customer or the goal is unclear, I want us to stay with the problem. If another round of changes won’t make a difference, I’d rather we move on. Being busy is surprisingly easy. Choosing what deserves the effort takes more thought.
If the customer or the goal is unclear, I want us to stay with the problem. If another round of changes won’t make a difference, I’d rather we move on. Being busy is surprisingly easy. Choosing what deserves the effort takes more thought.
I also have a slightly loose definition of a side project. Between 2017 and 2020, I ran a marketing agency alongside my other roles, with two employees working across performance marketing and SEO. These days, the projects tend to involve AI, ecommerce or building something I want to use myself.
I also have a slightly loose definition of a side project. Between 2017 and 2020, I ran a marketing agency alongside my other roles, with two employees working across performance marketing and SEO. These days, the projects tend to involve AI, ecommerce or building something I want to use myself.
That curiosity keeps following me home.
That curiosity keeps following me home.
Away from the desk.
On the court.
FOR ORGANISERS & EDITORS
Introducing me? Start here.
Introducing me? Start here.
For event listings, podcast introductions and articles, you can use the biographies below. Link my name to this page so readers can find my current work and research.
For event listings, podcast introductions and articles, you can use the biographies below. Link my name to this page so readers can find my current work and research.
For a headshot, an interview or a speaking invitation, email me at tomas@tomasseliokas.com.
For a headshot, an interview or a speaking invitation, email me at tomas@tomasseliokas.com.
Email Tomas
Email Tomas
SHORT BIO
Tomas Seliokas is a London-based B2B SaaS CMO with experience at Saville Assessment, Similarweb and founder-led businesses. He leads marketing strategy and builds the systems behind qualified pipeline. He is the author of The 3% Trap, a research report on AI-mediated software discovery and vendor selection.
Tomas Seliokas is a London-based B2B SaaS CMO with experience at Saville Assessment, Similarweb and founder-led businesses. He leads marketing strategy and builds the systems behind qualified pipeline. He is the author of The 3% Trap, a research report on AI-mediated software discovery and vendor selection.
Have something worth working on?
Have something worth working on?
A marketing challenge, a research question or a room that would benefit from a useful argument. Tell me what you’re thinking.
A marketing challenge, a research question or a room that would benefit from a useful argument. Tell me what you’re thinking.