Questa pagina in italiano: Chi è Daniele Pelleri
In a few sentences, I would say I am a digital entrepreneur and manager. I have worked in B2B SaaS since 2007: sales, operations, analytics, marketing, business development, demand generation, and AI.
I like understanding market needs, trends, and the technologies of the future, to build innovative projects and strategies that change how companies work and talk to their ideal customers.
In short, my main touch points. After a scientific high school diploma with a technology focus, I studied computer engineering at Politecnico di Torino. In 2007 I opened WebPromoService, my first marketing and communication agency, and specialized in SEO by building my first SaaS, which I named HoundSeoTool (like SEOmoz, SEMrush, ahrefs). Not a big success, but it let me grow and learn while building a community for web marketers and consultants.
In 2010, with my co-founder Luigi Giglio, I built AppsBuilder, which saw incredible organic growth thanks to the SEO levers I had learned in my first venture. In 2011 we raised €1M from private investors and another €2M from investment funds in 2012, growing the team from 2 founders to 30+ people and 15,000+ free trials a month. Many joys, but also many mistakes, in a SaaS world where no best practices of any kind existed yet.
In 2014, together with my board, we decided to acquire Paperlit. That was my first M&A experience, six months of due diligence and business and product strategy. We merged AppsBuilder and Paperlit and built a SaaS expert team of 60+ people.
In 2016 I resigned as CEO to develop the spin-off "Swizzy", which in 2017 became SwizzyLab, acquired by the BNP Paribas group, specifically by the bank Artigiancassa.
In 2021, when my SwizzyLab mandate ended, I joined as a manager Growens, an Italian listed group and a leader in cloud marketing technologies, where I led MailUp marketing and coordinated the ContactLab integration. Since 2024 I have been at TeamSystem, after the MailUp business unit acquisition, as Market Management Director. With Aetha AI I build full-stack AI products.
My story begins in May 1985, in Saluzzo, a small town in the Cuneo province. Today, like all millennials born around then, we get called digital natives, and I admit the label makes me smile a little, watching my two daughters, who were actually born digital natives.
Either way, I grew up in Ivrea (rings a bell, right?), home of Olivetti in its golden age.. (if you read Italian, read the first part of my story)
Digital transformation and innovation, business models, pricing & packaging, product marketing and go-to-market, strategic budgeting and financial control, P&L analysis and margin improvement.
Team leadership and talent development with OKRs, mergers and acquisitions (due diligence and post-merger integration), fundraising, investor and stakeholder relations.
Marketing automation and campaigns (Google Ads, Meta Ads, Segment, Tag Manager), lead scoring and routing, CRM and customer data platforms, sales & partner enablement, martech stack, forecasting and budgeting.
SQL, BigQuery, Power BI, Looker Studio, Qlik, Tibco Spotfire, Google Analytics and Tag Manager. Data-driven decisions.
Design Thinking, Service Design, Google Design Sprint, Lean Startup, UX/UI design (Sketch, Figma, Invision), designing digital products for SMBs.
Full-stack (HTML, CSS, PHP, JavaScript, VueJS, NodeJS), cognitive services and AI (OpenAI SDK, ML Kit, Azure ML), AI agents, Linux, GCP, and AWS.
I grew up building highly scalable organizations in marketing technology, SaaS/PaaS, and PLG go-to-market, in both startup and mid-to-large enterprise contexts.
TeamSystem is an Italian tech company building ERP software and cloud solutions for businesses and professionals. I joined TeamSystem after the MailUp business unit acquisition from Growens. I lead the business unit's marketing and sales: budget and P&L, targets across sales channels, forecasting, and B2B SaaS product go-to-market.
Aetha is my lab for experimenting with and building full-stack AI products. It builds software around what AI can do today, with products like Arvo and Zeno.
Growens is a global group listed on the Italian stock exchange in marketing technology. I led MailUp marketing, the reference point in the Italian martech market with 10,000+ business customers, and coordinated the ContactLab acquisition integration.
SwizzyLab is a consulting agency in the BNP Paribas group, focused on innovative projects for digital transformation in finance.
PaperLit is a technology company building AI-based software products for content distribution and data monetization.
AppsBuilder lets companies and professionals build their mobile presence easily and intuitively, to reach an ever-wider audience.
"A dream looks like a dream until you start somewhere" (Adriano Olivetti)