SaaStock speaker
Asia Orangio
Founder / CEOFounder & CEO, DemandMaven
- Appearances
- 6
- Years
- 2022–2024
- Main stage
- 5
- YouTube views
- 693
Asia Orangio, Founder & CEO at DemandMaven has made 6 SaaStock appearances between 2022 and 2024, speaking at SaaStock USA, SaaStock Europe 2023, SaaStock USA 2023, SaaStock Remote 2022, and SaaStock Europe 2022. Talks include "How to Make Your Onboarding Suck Less", "Forget The Typical M[RR]etrics - Here's How You Should Be Measuring Your Success", "Live Podcast: InDemand with Angeley Mullins, CCO at Resourcify". This page collects every recorded SaaStock keynote, fireside chat, panel, and podcast appearance by Asia Orangio.
Most-watched talk
How to Find Growth Opportunities from Customer Interviews, Asia Orangio CEO & Founder at DemandMaven
Keynote · SaaStock Remote 2022 · Online · 286 YouTube views
Hello everyone okay hi yes I am Asia we are just gonna dive right in today I'm the ceo and founder of DemandMaven at domain maven we work with early stage and growth stage companies on finding their growth opportunities troubleshooting growth and going to market and the process that I'm going to go through today is actually the exact process that we go through with our clients however because we drink our own champagne I'm also going to show you a real live working example of customer research a…
About Asia Orangio
Who is Asia Orangio?
Asia Orangio is the founder and CEO of DemandMaven, a growth consultancy that works specifically with early-stage and growth-stage SaaS companies. As she explains in her SaaStock talks, her work centers on two primary things: troubleshooting growth when it stalls, and finding new growth opportunities when a company is ready to scale. That mandate puts her in the room with founders at exactly the moments when the usual playbooks stop working and the numbers stop adding up the way the spreadsheet promised.
Across multiple SaaStock appearances, Orangio has built a reputation as a practitioner rather than a theorist. As she put it on stage at SaaStock Remote 2022, the process she walks audiences through is "the exact process that we go through with our clients" — and she makes a point of demonstrating it live rather than describing it in the abstract, including running a real working example of customer research in front of the room. That commitment to showing the work, not just the conclusions, is a through-line in everything she presents. She is also the host of the InDemand podcast, which she has recorded live at SaaStock, interviewing operators like Angeley Mullins, CCO at Resourcify.
Her talks consistently push founders past the comfortable obsession with acquisition. Whether the topic is onboarding, customer interviews, measuring success, or surviving an economic downturn, Orangio returns to the same core argument: real, durable growth comes from understanding customers deeply and fixing the parts of the funnel that founders tend to ignore. This page collects her recorded SaaStock talks, with transcripts, so you can follow her frameworks in her own words.
About DemandMaven
DemandMaven is a growth consultancy founded and led by Asia Orangio. As she describes it across her SaaStock sessions, the firm works with early-stage SaaS founders, startups, and growth-stage companies on troubleshooting growth and finding growth opportunities — and on going to market. Rather than selling a single tactic, DemandMaven applies a repeatable process to diagnose why growth has stalled and where the next opportunity lives.
A defining feature of the firm's method is its reliance on customer research. When Orangio helps SaaS companies find new growth opportunities, she has said she is typically looking at both qualitative and quantitative inputs — pairing what customers say with what the data shows. In her SaaStock Remote 2022 talk, she walked through the firm's customer-interview process step by step, then ran a live working example, underscoring that the research is the engine behind the recommendations, not an afterthought.
The themes that recur across DemandMaven's client work map directly onto Orangio's talk topics: onboarding and activation experiences that actually convert trials into customers, the metrics founders should track instead of the typical ones, and how to keep a SaaS business resilient through a downturn. One client story she has told on stage involves a vacation rental software platform she began working with at the beginning of 2020 — a business that helps property managers and growing vacation rental companies manage channels and sync properties — which she used to illustrate how a company can be made more durable against economic shocks.
Key lessons from Asia Orangio's talks
Hyper-focus on acquisition is a trap. Orangio is blunt that in the early-stage SaaS journey it becomes far too easy to obsess over generating leads, trials, and demos while neglecting the activation experiences that actually create paying customers. The predictable result, she argues, is low user retention and low trialist-to-customer conversion — problems no amount of top-of-funnel volume can fix.
Onboarding can suck less, and it should. In her recurring "How to Make Your Onboarding Suck Less" talk, Orangio frames onboarding as the highest-leverage place most founders are leaving money on the table. She uses a thought experiment — would you rather have 300,000 or 30,000 website visits — to show that with a 3% website-to-trial rate and a 1% trial-to-paying rate, raw traffic matters far less than the activation experience you build for the visitors you already have.
Forget the typical metrics. Orangio challenges founders to stop fixating on the standard dashboard numbers and instead measure success in ways that reflect real growth health. Her framework pairs qualitative signals from customers with quantitative data, so that decisions are grounded in why customers behave as they do, not just in surface-level vanity figures.
Customer research is the source of growth opportunities. The throughline of her work is that durable growth is discovered, not guessed. By systematically interviewing customers — the same process DemandMaven runs with its clients — founders can surface the activation gaps, positioning problems, and unmet needs that point directly to the next opportunity, and to a business resilient enough to survive a downturn.
Company
DemandMaven — at a glance
| Company | DemandMaven |
|---|---|
| Founder & CEO | Asia Orangio |
| Category | SaaS growth consultancy |
| Focus | Troubleshooting growth & finding growth opportunities |
| Clients | Early-stage and growth-stage SaaS companies |
Figures are drawn from Asia Orangio's SaaStock talks and public company information.
Topics covered
What Asia Orangio speaks about
- SaaS growth
- Customer research
- User onboarding
- Activation
- Trial-to-paid conversion
- Go-to-market
- SaaS metrics
- Recession-proofing
In their words
Top quotes from Asia Orangio
“we work with early-stage and growth-stage companies on finding their growth opportunities troubleshooting growth and going to market”
— SaaStock Remote 2022
Keynotes
Asia Orangio keynotes at SaaStock
How to Make Your Onboarding Suck Less
SaaStock USA · Austin · Keynote · 55 YouTube views
Founder & CEO, DemandMaven (at the time of the talk)
From the transcript
Thank you so much okay so we are going to start with a little bit of a game let's play a game today would you rather have 300,000 or 30,000 website visits I'm going to give you some context. When it comes to 300K versus 30k this is really all about what you would rather build? And would you rather build this if you have 2,000 website visits per month today you've got a website to trial conversion of 3%. And you have a free trial to paying customer conversion rate of 1% would you rather build tow…
Forget The Typical M[RR]etrics - Here's How You Should Be Measuring Your Success
SaaStock Europe 2023 · Dublin · Keynote · 79 YouTube views
Founder & CEO, DemandMaven (at the time of the talk)
From the transcript
Hello thank you so much for joining me today my name is Asia and if you've ever seen me speak that we have a lot to cover today and if this the first time you've ever seen me speak welcome to the club okay so in my work what I do is I work with SAS companies on two primary things the first is troubleshooting growth and the second is finding new growth opportunities and whenever I help SAS companies find new growth opportunities there's also two things that I'm typically looking at there's qualit…
How to Make Your Onboarding Suck Less
SaaStock USA 2023 · Austin · Keynote
Founder & CEO, DemandMaven (at the time of the talk)
From the transcript
Hyper-focus on acquisition is a trap. There I said it. But seriously, in the early-stage SaaS growth journey, it becomes so much more about generating leads, trials, and demos than it is about providing incredible activation experiences that create customers. The result? Onboarding and activation experiences that result in low user retention rates and low trialist-to-customer conversion rates. But we can do better.
How to Find Growth Opportunities from Customer Interviews, Asia Orangio CEO & Founder at DemandMaven
SaaStock Remote 2022 · Online · Keynote · 286 YouTube views
CEO & Founder, DemandMaven (at the time of the talk)
From the transcript
Hello everyone okay hi yes I am Asia we are just gonna dive right in today I'm the ceo and founder of DemandMaven at domain maven we work with early stage and growth stage companies on finding their growth opportunities troubleshooting growth and going to market and the process that I'm going to go through today is actually the exact process that we go through with our clients however because we drink our own champagne I'm also going to show you a real live working example of customer research a…
How to Recession-Proof Your SaaS: 3 Keys to Surviving Just About Any Economic Downturn
SaaStock Europe 2022 · Dublin · Keynote · 273 YouTube views
Founder & CEO, DemandMaven (at the time of the talk)
From the transcript
Hello! My name is Asia Orangio. I'm the CEO and founder of DemandMaven — we are a growth consultancy working with early-stage SaaS founders and startups, troubleshooting growth and finding growth opportunities. The story I want to tell you today starts with a real SaaS company. I started working with this company at the beginning of 2020. It's a vacation rental software platform — if you're a new property manager or a growing vacation rental company you need a platform to manage channels, sync p…
Other appearances
Other SaaStock appearances by Asia Orangio
Live Podcast: InDemand with Angeley Mullins, CCO at Resourcify
SaaStock Europe 2023 · Dublin
From the transcript
A live recording of the InDemand podcast as Asia Orangio, Founder & CEO at DemandMaven is joined by Angeley Mullins, CCO at Resourcify!
All appearances
Every SaaStock appearance by Asia Orangio
| Year | Conference | Talk | Format |
|---|---|---|---|
| 2024 | SaaStock USA · Austin | How to Make Your Onboarding Suck Less | Keynote |
| 2023 | SaaStock Europe 2023 · Dublin | Forget The Typical M[RR]etrics - Here's How You Should Be Measuring Your Success | Keynote |
| 2023 | SaaStock Europe 2023 · Dublin | Live Podcast: InDemand with Angeley Mullins, CCO at Resourcify | — |
| 2023 | SaaStock USA 2023 · Austin | How to Make Your Onboarding Suck Less | Keynote |
| 2022 | SaaStock Remote 2022 · Online | How to Find Growth Opportunities from Customer Interviews, Asia Orangio CEO & Founder at DemandMaven | Keynote |
| 2022 | SaaStock Europe 2022 · Dublin | How to Recession-Proof Your SaaS: 3 Keys to Surviving Just About Any Economic Downturn | Keynote |
FAQ
Frequently asked about Asia Orangio
Who is Asia Orangio?
Asia Orangio, Founder & CEO at DemandMaven has made 6 SaaStock appearances between 2022 and 2024, speaking at SaaStock USA, SaaStock Europe 2023, SaaStock USA 2023, SaaStock Remote 2022, and SaaStock Europe 2022. Talks include "How to Make Your Onboarding Suck Less", "Forget The Typical M[RR]etrics - Here's How You Should Be Measuring Your Success", "Live Podcast: InDemand with Angeley Mullins, CCO at Resourcify". This page collects every recorded SaaStock keynote, fireside chat, panel, and podcast appearance by Asia Orangio.
How many times has Asia Orangio spoken at SaaStock?
Asia Orangio has spoken at SaaStock 6 times between 2022–2024 — including 5 keynotes, 0 fireside chats and panels, and 0 podcast interviews.
What did Asia Orangio speak about at SaaStock?
"How to Make Your Onboarding Suck Less" at SaaStock USA; "Forget The Typical M[RR]etrics - Here's How You Should Be Measuring Your Success" at SaaStock Europe 2023; "Live Podcast: InDemand with Angeley Mullins, CCO at Resourcify" at SaaStock Europe 2023; "How to Make Your Onboarding Suck Less" at SaaStock USA 2023; "How to Find Growth Opportunities from Customer Interviews, Asia Orangio CEO & Founder at DemandMaven" at SaaStock Remote 2022; "How to Recession-Proof Your SaaS: 3 Keys to Surviving Just About Any Economic Downturn" at SaaStock Europe 2022
What is Asia Orangio's most-watched SaaStock talk?
"How to Find Growth Opportunities from Customer Interviews, Asia Orangio CEO & Founder at DemandMaven" delivered at SaaStock Remote 2022 has 286 YouTube views.