Podcast appearances and mentions of claire suellentrop

Georgiana is a strategic advisor, author and speaker who's passionate about turning customer value into revenue-generating outcomes. Marketing online since 2000, she began her track record as a marketing executive and product growth advisor in 2010 working with high-growth, B2B SaaS like Unbounce, Sprout Social, Bitly, Appcues, SparkToro, Invoice Simple and more. Questions and topics we covered in this interview include: The origins of Forget The Funnel (and why funnels are bad for business) What Customer-Led Growth is and why it comes before all other growth models (like product-led, sales-led, marketing-led, or community-led) How do marketers begin to learn from their customers?  What's the best way to collect product feedback? What's the best way to implement that feedback? + How does marketing champion and facilitate this process with other departments? You're a prolific advisor to several big name startups, what does it take to become one? Georgiana's advice on how to become a startup advisor And more! Important Links You can say hello to Georgiana on LinkedIn here - https://www.linkedin.com/in/georgianalaudi/ You can find me on LinkedIn here- https://www.linkedin.com/in/kennysoto  Get her book on Customer-Led Growth™ here - https://www.forgetthefunnel.com/customer-led-growth/book Check out her podcast with cofounder Claire Suellentrop here - https://pod.link/1713510690 Past guests of The People of Digital Marketing include April Dunford, Amanda Goetz, Melissa Rosenthal, Bill Macaitis, Miruna Dragomir, Andrew Capland, Erik Newton, Andy Crestodina, Sarah Bedrick, Michael Wieder, Dan McGaw, Kathleen Booth, Foti Panagiotakopoulos, Tommy Walker, Lea Pica, Maya Grossman, Sara Pion, Margaret Kelsey, and more. Music for this podcast comes from www.davidcuttermusic.com 

In today's episode, Georgiana Laudi and I explore the failings of traditional sales funnels and why companies should instead focus on a customer-led approach to growth.My guest, Georgiana Laudi, is the ultimate marketing guru with a passion for turning customer value into cash for SaaS companies. She helps SaaS leaders grow smarter through her consultancy, Forget the Funnel. You will learn: * Why traditional funnels are lazy and ineffective for understanding customers.* The concept of customer-led growth and how it differs from funnel-based approaches.* The importance of mapping critical moments of value in the customer journey.* The pitfalls of ignoring pre- and post-funnel customer experiences.* How to align teams around a profound understanding of customer needs.* The role of KPIs in tracking customer success, not just business success.* Why optimizing customer onboarding can lead to dramatic improvements in growth.—If you want to skip ahead: 02:30 - Why Funnels Don't Work06:45 - Introducing Customer-Led Growth12:30 - Mapping Customer Journeys17:15 - Jobs to Be Done: A Game Changer23:10 - The Importance of Onboarding28:00 - Measuring Success: KPIs That Matter35:30 - How to Focus on the Right Customers—Learn more about Georgiana Laudi and her Forget the Funnel team: https://forgetthefunnel.com/ Connect with Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ —Connect with April Dunford and learn about practical positioning that accelerates marketing and sales: Work with April: https://www.aprildunford.com/contact April's newsletter: https://aprildunford.substack.com/ April's LinkedIn: https://www.linkedin.com/in/aprildunford/ April's Instagram: ⁠https://www.instagram.com/aprildunford/ April's Twitter/X: https://twitter.com/aprildunford April's TikTok: https://www.tiktok.com/@positioningshow—Mentioned in this episode: * Georgiana Laudi and Claire Suellentrop's book, Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue: https://amzn.to/3QOTP2z * The Jobs-to-Be-Done methodology. —Get April Dunford's books and audiobooks: “Obviously Awesome: How to Nail Product Positioning so Customers Get It, Buy It, Love It.”“Sales Pitch: How to Craft a Story to Stand Out and Win.”Amazon US: https://amzn.to/49l0ZRY Amazon Canada: https://amzn.to/4ac9hgt Amazon UK: https://amzn.to/3vosDzQApple Books: https://apple.co/3xihSzCGoogle Play:

Willkommen zu einer neuen Folge von „Lasst die Kunden kommen“. Diese Folge ist außergewöhnlich, ungewöhnlich. Denn diesmal wurde ich interviewt und zwar bei einem anderen Podcast: „Become a Smar(t)keting Star“. Host des Podcasts ist Kevon Gründling von SC Networks, bekannt für ihre Marketing-Automation-Lösung „Evalanche“. Mit beim Interview dabei war Tobias Eickelpasch, ebenfalls von SC Networks.Wir haben gesprochen über „Forget the Funnel“, das Buch von Claire Suellentrop und Georgiana Laudi, das den Customer-led-Growth-Ansatz erklärt. Das Spannende war, dass Tobias Eickelpasch gerade dieses Buch durcharbeitet, weil bei SC Networks dieses Buch gerade irgendwie sehr, sehr diskutiert wird und sie den Ansatz für sich anwenden wollen. Ich habe dann mein Wissen aus ein paar Projekten mit dazu gebracht und ich glaube, das ist eine ganz, ganz spannende Folge geworden. Insofern viel Spaß beim Hören!

Not all customers are created equal.Increasing conversions with the right message to the right person at the right time is a pipe dream for most teams. The problem is that you haven't figured out how to meaningfully segment your customers to do it yet.We got you. In this episode of the Forget The Funnel Podcast, Claire and Georgiana deep dive into the de facto segmentation tools that have so many teams tripping over themselves – Ideal Customer Profiles (ICP), Personas & Jobs-to-be-Done (JTBD). Walking through real-world examples, we break down when it's mission-critical to get segmentation right; your founder's intuition won't scale, your marketing and messaging are falling flat, and your product-led experiences need to pull their weight - AKA when you need to grow. Discussed:The differences between ICPs, Personas and JBTD - and when to leverage each in your decision-making. Why founder intuition doesn't scale and how a systematic understanding of customer segments is necessary for scale. How the promise of 'right message, right person, right time' is achievable and will help you grow more efficiently across marketing, sales and product.  Key Moments:1:58 - Claire and Georgiana outline some of the questions that are being asked at the executive-level around the use of customer segmentation tools like personas, ICPs and Jobs-to-be-Done.3:06 - Georgiana clarifies that no one customer segmentation tool is necessarily better than another; they all have their uses in different contexts. But getting a clear understanding on what these tools mean for your business is key. 5:38 - Claire and Georgiana share their definition of customer segmentation and give a real-world example of what this means in the context of a Forget The Funnel customer, SparkToro. They then break down their definitions of ICP and personas.9:37 - Georgiana asks Claire to unpack the nuance between the customer research done by teams using personas versus the customer research done using Jobs-to-be-Done.15:02 - Georgiana unpacks in what situations ICPs are the most useful tool for SaaS product and marketing teams, and when personas make more sense. 18:25 - Claire share one of the main takeaways from the episode - that founder intuition does not scale. You can intuit your way to getting the right person, at the right time, with the right message in the early days, but eventually you hit the point of diminishing returns - where you'll then need to look at customer segmentation tools to unlock the next stage of growth. Claire shares the example of Attune to illustrate this.25:55 - The pair finish the episode by talking about the opportunity cost of failing to understand the different segments your product services - even during an economic downturn.  Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

You operate in a crowded market. How are you going to stand out? That's what Claire and Georgiana discuss on this week's episode of the Forget The Funnel podcast.Differentiation is essential in helping cut through the noise and bring in more best-fit customers. Yet, many SaaS companies try to compete by obsessing over their competitors' strategies and messaging. We can tell you from experience… it never works. Drawing on real-world examples from their work with "landscaping.io" and "hiring.io", Claire and Georgiana share practical advice on how to switch from being competitor-obsessed to customer-obsessed and unlock the differentiated value you can offer your customers. Discussed:What are the challenges of building a SaaS company in crowded and commoditized markets, especially regarding "me too" messaging and positioning?How two SaaS teams went deep with their best-fit customers to uncover their differentiated value.How did this new understanding impact their product messaging and acquisition strategies to stand out from competitors and win customers? Key Moments:[2:07] Georgiana and Clare discuss how SaaS businesses often struggle to cut through the noise.[5:10] Claire shares responses to a survey from Peep Leja, which showed that Saas businesses often have difficulty with differentiation.[6:26] Claire talks through the example of a landscaping business that Forget The Funnel is currently working with, which was looking to redevelop its messaging while not risking a small window of seasonal sales opportunity. [16:02] Georgiana speaks about the importance of focusing on what your customers want instead of what your competitors are doing.[18:58] Claire shares another example of an international hiring company running an outbound sales strategy that looked the same as their competitors - and how they got close to their customers to understand that professional services were a key differentiator.[31:23] Both Georgiana and Claire wrap up this episode by saying SaaS companies need clarification by thinking that developing robust and differentiated messaging is a marketing exercise when it's not.  Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

Willkommen zu einer neuen Folge von "Lasst die Kunden kommen". Diese Folge ist unser neuer (un vielleicht einmaliger) "Buchclub: Forget the Funnel”. Unser Gast ist Katrin Menzel von diva-e.In dieser Folge tauchen wir tief in die Welt der Kundenbeziehungen ein. Zusammen mit Katrin erkunden wir die transformative Kraft der Customer Experience Journey und beleuchten, warum Customer Value mehr als nur ein Schlagwort ist. Wir besprechen das bahnbrechende Konzept des "Customer-Led Growth" und hinterfragen den traditionellen Sales Funnel, wie es auch im aufschlussreichen Buch "Forget the Funnel" von Georgiana Laudi und Claire Suellentrop zum Ausdruck kommt.Außerdem sprechen wir über das Herzstück effektiver Kundeninteraktionen: die Jobs-to-be-Done-Methode, diskutieren ihre Herkunft aus Marketing und Produktentwicklung und wie man mithilfe dieses Ansatzes echte Kundenbedürfnisse identifiziert. Katrin teilt ihre Erkenntnisse dazu, wie man mit 'Funnels' und Interessensegmentierung Zielgruppen genauer anspricht, und wir beleuchten, wie wichtig es ist, in Gespräche mit Kunden einzutauchen, um echtes Feedback zu erhalten und die eigene Strategie daraus zu entwickeln.Bist du bereit für eine spannende Reise entlang der Customer Journey und magst du entdecken, wie man durch Kundeninterviews, Befragungen und strukturierte Analyse das kundenzentrierte Wachstum eines Unternehmens fördert?Dann schalte rein – diese Episode von "Lasst die Kunden kommen" bietet Einblicke, Tools und Inspirationen, die du in eigenen Unternehmen umsetzen kannst. Lasst uns gemeinsam mit unserer Expertin Katrin Menzel lernen und wachsen!

The numbers are in: SaaS growth is flat or down. Cost to acquire customers is up.Global startup investment over the last twelve months reached $285 billion — a 38% decline year over year, according to Crunchbase*.  Gone are the days of ‘move fast and break things'. SaaS leaders are being forced to think about efficiency or risk running out of runway.And we think this is a really good thing.Why?Finally, rather than spending more on the ‘top of the funnel', founders are looking more closely at their positioning, messaging, onboarding and early product experience as the powerful growth levers they are. Also, more than ever before, it's not just mature SaaS companies leveraging customer marketing for post-acquisition expansion strategies.In this episode, Georgiana Laudi & Claire Suellentrop dig into building resilience to the top of funnel challenges facing SaaS right now - from tactics to help lower the cost of acquiring new customers, to growing revenue by focusing on expanding your existing customers. Discussed:Why it's now more complicated than ever to acquire new customers in SaaS - and the missed opportunity in successfully finding ways to expand revenue from existing ones.How to lower CAC and increase efficiency across the ‘funnel' - from getting ridiculously close to the customer through research to building scalable customer experiences and programmatic communications. Key Moments: [4:44] Georgiana and Claire outline the reality facing many SaaS companies right now - a focus on profitability, slowed growth, and diminishing returns on once-reliable growth tactics. [8:20] The pair discuss why the evolution of customer expectations has led to the skillsets of SaaS teams becoming outdated in an era where net dollar retention is down across the board YoY - and the role leaders play in exacerbating this problem. [12:44] Georgiana unpacks how investing in an existing customer base by expanding on the value you already provide can unlock new opportunities for growth - and some of the ways you can practically do this. [19:01] The pair share their recommendations on how to address lowering the cost of acquisition and increasing efficiency across the board, from optimizing the customer experience for new sign-ups to getting ahead of customer attrition and expanding your existing customer base. [26:40] Georgiana covers the importance of focusing on the buyer champion across marketing and messaging and the danger of trying to talk to too many personas simultaneously - especially in enterprise sales. [30:50] The pair shares practical tips on how to better program reactive and proactive email marketing campaigns to attract new customers and retain/expand old ones. --*Source: https://news.crunchbase.com/venture/global-funding-data-analysis-ai-eoy-2023/ Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

On this episode, Georgiana and Claire are joined by Steve De Jong and Diego Richards, the CEO and CCO of Stillio, who started working with Forget The Funnel earlier this year. Steve and Diego share their journey from blindly experimenting with marketing tactics and dangerously slow growth to a renewed sense of optimism for the future. With a new understanding of their amazing customers, they learned that growth doesn't have to come from spending more on top-of-funnel marketing. We unpack the importance of understanding the use cases for your product, honing in on the ones that matter most – in this case, gaining Steve and Diego the clarity they needed for positioning & messaging their niche product inside a nearly limitless, horizontal market.Discussed:Problems with copying the marketing that works for other SaaS companies and relying on guesswork without clearly understanding the unique value you provide to a unique set of customers.How effective research allowed Stillio to quickly uncover its best customers and develop a more focused, effective messaging strategy with clear, practical outputs. Being open to seeking out external expertise to help guide you to a more customer-centric approach quicker - especially when the skillset is missing internally. Key Moments: [2:57] Steve and Diego explain the problem Stillio solves, their roles within the company and how they came to work with Forget The Funnel. [6:51] Georgiana, Diego, and Claire discuss the dangers of copying what seems to work for other SaaS companies and running marketing for marketing's sake. [10:52] Steve talks about the product marketing challenges of building a product for so many potential customers with so many potential use cases. [13:26] Diego shares some new and unique insights they discovered about their best customers through their research efforts - from understanding which segments were signing up for the long haul and others to set up and forget. [15:47] The group discusses the different types of Jobs of the Stillio product identified from the research and how this impacted practical decision-making across how they present themselves through their marketing. [20:46] Georgiana explains the massive short-term opportunity in identifying the customers who implicitly understand the value of your product. [23:03] Diego and Steve share some practical ways customer research influences their priorities, from reconsidering their overall messaging to updating the company homepage and email campaigns. [27:07] Diego talks about the value the Stillio team found in working with an objective, external partner that could provide focus to their customer research efforts. Check out StillioConnect with Steve and Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

In this episode of the Forget The Funnel Podcast, Georgiana and Claire discuss what happens when SaaS businesses prioritize customer research but screw it up, and how this can lead to perpetuating the vicious cycle of resistance to research in the first place. They dig into why this happens, from misaligned goals between teams, wasting time with research that isn't actionable, and why looking to win/loss analysis, big quantitative surveys or even UX research to guide product and marketing decisions can leave teams feeling stuck.Georgiana and Claire also share an outline of what good customer research looks like - research that gives SaaS leaders the clarity and confidence needed to turn insight into revenue growth. Discussed:What bad research looks like - and what causes it in the first place. Why not all research methods will get you the answers you need, especially when teams lack a foundational understanding of customers.Why it can be problematic to rely on internal resources to run homegrown research projects - even if the leads have the word ‘research' in their job title. What good research looks like (it should be obvious what to do next after it's done) and how to make it super actionable for your team. Key Moments:[1:58] Claire shares a story of a Product Manager who fell back into bad habits by working on assumptions. [7:25] Georgiana and Claire talk about botched customer surveys. [11:33] Georgiana unpacks why not all research is equal, and assigning the wrong kind of research to a project can leave you with more questions than answers. [13:38] Claire shares an example of a team Forget The Funnel worked where a  UX researcher led a customer research project - and how the end result didn't give the team the insights they needed. [16:46] Georgiana and Claire discuss how research done well should feel immediately actionable - and this starts with setting a clear goal at the start of the project.[18:32] Georgiana breaks down the importance of having an internal sponsor and stakeholder in any customer research project who can help champion the work.[20:10] Both discuss what good research looks like - from setting the right expectations, staying focussed on the best customers, clear segmentation, and asking the right questions.  Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue by Georgiana Laudi and Claire Suellentrop ABOUT THE BOOK: Your product is great. So why is marketing it so hard? Many SaaS companies struggle with marketing.  Teams try everything they can to drive more traffic, leads, and signups.  Yet revenue growth remains…lumpy. Slow. Frustratingly inconsistent. If this sounds familiar, the problem isn't you or your ideas; it's that you're guessing at what resonates with your target customers.  In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets.  This framework helps you get inside your customers' heads, map and measure your customers' experience, and uncover which tactics will actually move the needle for your company. It's time to stop guessing. Forget the Funnel is your guide for thinking more strategically about marketing your product and making a meaningful impact on revenue growth. ABOUT THE AUTHOR: Georgiana Laudi and Claire Suellentrop co-founded Forget the Funnel, a consultancy that helps SaaS teams reach and retain high lifetime value customers. Georgiana is a strategic advisor and speaker who's passionate about turning customer value into revenue-generating outcomes.  An online marketer since 2000, she began her track record as a marketing executive and product growth advisor in 2010, working with high-growth recurring-revenue startups. And, interesting fact – she's from Canada! Click here for this episode's website page with the links mentioned during the interview... https://www.salesartillery.com/marketing-book-podcast/forget-funnel-georgiana-laudi

Ich freue mich über eine ganz besondere Episode unseres "Lasst die Kunden kommen" Podcasts! In Episode 082 haben wir Douglas Burdett zu Gast, den charismatischen Host des "The Marketing Book Podcast", der uns in die Welt des Marketing- und Salesbücher eintauchen lässt.**Was euch erwartet:**- **Einblicke in effektives Marketing:** Douglas diskutiert, welches Buch für die Marketingplanung essenziell ist.- **Entscheidende Fragen der Marketingstrategie:** Erfahrt, welche zwei zentralen Fragen jedes Unternehmen beantworten muss, um erfolgreich zu sein.-**Wir reden über unsere gemeinsamen Lieblingsbücher und Autoren: Adele Revella “Buyer Persona” und Malcolm McDonalds “On Marketing Planning” sowie Torstens Tipp “Forget the Funnel von Georgiana Laudi und Claire Suellentrop.- **Begeisterte Büchersammlung:** Douglas erzählt von seiner Leidenschaft für Marketingliteratur und warum physische Bücher mit einem Index und von vertrauenswürdigen Verlagen für seine Podcast-Gäste nahezu unerlässlich sind.- **Persönliche Einblicke und Empfehlungen:** Hören Sie, welches Buch Douglas' berufliche Richtung beeinflusst hat und welche Autoren er empfiehlt.Mit Douglas' reicher Erfahrung und seinem scharfen Auge für qualitativ hochwertige Bücher sind wir sicher, dass auch ihr von diesem Gespräch profitieren könnt. Ihr seid herzlich eingeladen, Douglas' Profil auf LinkedIn zu besuchen und euch mit ihm sowie mit dem Host Torsten Herrmann zu vernetzen, der ebenfalls seit über 20 Jahren in der Marketingindustrie tätig ist.**So könnt ihr die Episode hören:**- **Über eure Lieblings-Podcast-App:** Sucht nach "Lasst die Kudnen kommen" und abonniert uns, damit ihr keine Episode verpasst!- **Auf Spotify, iTunes, Google Podcasts & Co.:** Streamt direkt von eurer bevorzugten Plattform.Vergesst nicht, die Episode zu bewerten, wenn sie euch gefallen hat – euer Feedback ist Gold wert! Eure 5-Sterne-Bewertungen helfen uns, noch mehr großartige Inhalte für euch zu produzieren!Douglas Burdett ist ein erfahrener Marketingexperte aus den USA, der sich in der vielfältigen Welt des Marketings und des Verkaufs seit den 1980er Jahren einen Namen gemacht hat. Er begann seine Karriere in Werbeagenturen und gründete im Jahr 2001 sein eigenes Unternehmen Sales Artillery, das Marketingservices wie Inbound Marketing anbietet. So langsam hat sich Douglas jedoch entschieden, sich aus diesem Geschäft zurückzuziehen.Aber seine wahre Leidenschaft gilt den Büchern. Seit Januar 2015 ist Douglas Gastgeber des "Marketing Book Podcasts", wo er jede Woche Autoren neuer Marketing- und Verkaufsliteratur interviewt. Bis jetzt hat er etwa 465 Episoden aufgezeichnet. Nicht nur fachlich, sondern auch persönlich ist diese Arbeit bereichernd für ihn, da er so gleichzeitig seine Leidenschaft als Marketing Comedian ausleben kann.Douglas Burdett, dessen Lebensweg auch durch Deutschland führte, diente drei Jahre lang als Offizier der US-Armee in Bamberg – einem Ort, den er wegen seiner Kultur und des einzigartigen Rauchbiers sehr ins Herz geschlossen hat. Sein Aufenthalt dort hat nicht nur eine tiefe Affinität zu Deutschland geschaffen, sondern auch dazu beigetragen, dass er fließend "Bierhallen-Deutsch" lernte – eine Fähigkeit, die sich mit jeder Maß zu verbessern schien.Obwohl er zugibt, dass viele seiner Deutschkenntnisse mit der Zeit verblasst sind, bleibt seine Begeisterung für Deutschland unvermindert. Er interviewte auch deutsche Autoren und möchte seine Begeisterung für die deutsche Kultur und ihre Menschen teilen.Der "Marketing Book Podcast" hat weltweite Anerkennung erlangt und zählt zu den Top 1,5 % der über 3 Millionen Podcasts weltweit, eine Ehre, die durch Plattformen wie LinkedIn und Forbes bestätigt wurde. Douglas grüßt seine deutschen Zuhörer herzlich und hofft, dass sie sowohl seinen Podcast als auch seine Verbundenheit zu Deutschland genießen.

On this episode of the Forget The Funnel podcast, Georgiana & Claire are joined by Dan Stuart, President of EverCommerce companies Invoice Simple & Joist. Dan shares the moment he realized that the data his team relied on to make growth decisions about their 400,000 customers wasn't helping them make real progress, the importance of continually validating core beliefs about your product, and the advice he would give to other SaaS leaders to get out of their own way and capture business critical insights.Discussed:Dan shares how overreliance on assumptions stacks over time and how critical it is to re-evaluate and retest the customer experience you're building continually.How Invoice Simple drastically improved their GTM experiments by transitioning from being a ‘data factory' to incorporating real-world customer insight. How Invoice Simple measures success across key metrics like user acquisition to customer churn.Dan's advice to other business leaders for how to support their cross-functional teams by providing them with the time, capability and expertise, not just for short-term success but to help them level-up overall.The importance of integrated planning within functional areas of your business and strategic pillars, and how an external team is often better equipped to handle internal competing assumptions and priorities. Key Moments:[3:51] The Invoice Simple product and the broad range of customers they're targeting.[5:15] Dan talks about his growth from product and engineering to President and the ever-evolving need to adapt to new customers while keeping their long-standing customers happy. [7:59] Invoice Simple was a data factory whose early success was primarily due to being data-driven and making experimentation-based decisions.[13:33] Why Dan decided data wasn't enough, his desire for more specific roles around research, and his belief that customer research has so much value.[17:31] Finding cross-functional alignment within teams and across strategic pillars.[21:15] Dan explains how his internal team decided which customer segment to go after, shifting, reorienting, and aligning teams towards this new segment. [24:47] Dan talks about uncovering this new customer understanding and what it meant for onboarding new customers to Invoice Simple. [27:21] Dan shares an example of customer messaging that he and his team prioritize now, thanks to customer research. [32:40] What Dan thinks are the most significant results from using customer insights. ---Check out Invoice SimpleConnect with Daniel Stuart on LinkedIn Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

In this episode of the Forget the Funnel podcast, Georgiana and Claire sit down to discuss the consequences of not understanding what really matters to your customers and how product and marketing teams find themselves in this situation way too often. They talk about the signals that show your team has less insight than they need to make good decisions and how you, as a team leader or founder, may be making the problem worse. Finally, they share a real-world story of a customer who went into the market with one understanding of their ideal customer - only for shifts in the market to force their hand and reevaluate everything they thought they knew about their customers, marketing and messaging. Key takeaways: Signs you and your team don't know who your best customers are (or enough about them), including slowed and inconsistent growth or trying new tactics that aren't moving the needle. Why A/B testing and experimentation is valuable, but only if it comes after building a solid foundational understanding of what matters to your best customers with research.A great example of a team with an early mover advantage who was suddenly in a saturated market and needed to go from one understanding of their customers to another quickly. Highlights:[3:48] The typical a-ha moment for founders to know they need customer research. [6:13] The consequences of companies not understanding their best customers. [9:25] An example of the failure of not knowing your target customer[12:02] Why these failures bubble up due to legacy knowledge, poor documentation, and resistance to research (even if you know it's critical to your success). [17:45] An example of a company whose business was negatively impacted during COVID, new companies entering their category, and how Gia and Claire helped them navigate back to success. Tune in and get your notepad ready. Enjoy the show! Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

On this episode of the Forget the Funnel podcast, Gia and Claire dive deep into Bitly's journey from a point-solution to a $100m ARR multi-product platform with CMO Tara Robertson. Tara shares how her team leverages customer research to supercharge the SaaS company's product-led growth.Discussed:Using Jobs-to-be-Done research at a SaaS that serves nearly limitless use-cases for customers ranging from B2C and micro-business to a Fortune 100 enterprise. The differences between your customer's “Jobs”, ICP (ideal customer profile), personas, and target audience - and how Bitly develops a nuanced view of its different customer journies to guide its strategy.Building internal alignment at a leadership level through active listening, communication, and setting shared goals. The story behind Tara's cross-functional collaboration with Product to get both teams aligned in their understanding of customers and speaking the same customer-centric language.Key Moments: [3:10] Bit.ly's growth story is evolving beyond the virality of link shortening into the world's leading connections platform, doing over 100 million in ARR.[5:00] Moving from a traditional sales model to building a product-led business and how Tara's marketing team works cross-functionally with Product, Sales, and Customer Success.[7:00] The CEO tells Tara it's time to rethink the way they do marketing. They needed a highly strategic team working in partnership with the Product team to create positioning and shared language, and that required a lot of research.[11:00] Marketing is using personas, Sales are leveraging ICPs, and the Product team is doing user research—how do you get everyone aligned to make the most significant impact across the organization, and what does it mean for the bottom line?[16:00] Finding alignment in the differences between Jobs-to-be-Done and ICP around goals for different teams.[19:26] You don't have to be pro-jobs and anti-persona or vice versa. Tara shares how the partnership between her and the Chief Product Officer was critical to ensuring the teams understood each other to avoid missing out on some “distinguished but niche audiences.[23:00] Tara shares an example of a small customer base that equates to significant revenue, how to find those niche use cases, and the need to create different journeys for different customer jobs.[25:46] The value of being a good communicator, collaborator, and listener as a CMO and how to do that work.[28:30] Tara talks about leveraging the language from the Jobs-to-be-Done research for use on their product pages (and the SEO value). —Check out Bit.lyConnect with Tara Robertson on LinkedIn Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

A trend that's currently having its day in the sun is Product-Led Growth. According to our guest, it's a fine model, but our companies need growth that's based on a more foundational element - advocating for Customer-Led Growth. CLG begins with creating organization-wide understanding around what experience is most appropriate for the company's best customers. Value to customers is then delivered — whenever, wherever, and however they need it — throughout their relationship with the company.  Our guest pioneered customer experience mapping while she was leading marketing for the Vancouver-based SaaS company Unbounce. She has been a brand builder since 2000. In 2009, she embraced tech startups and SaaS, recognizing marketing's pivotal role in SaaS success. In 2023 she co-authored Forget the Funnel and with her co-founder Claire Suellentrop has a consultancy that goes by the same name.  Let's talk to Georgiana Laudi. All persons and topics mentioned are linked in the show's notes page on FunnelReboot.com

Every B2B SaaS leader knows the frustration of poor decision-making. Despite your team working hard to build and market a great product, revenue growth is often inconsistent and unpredictable. In this show, Claire Suellentrop and Georgiana Laudi, co-founders of Forget the Funnel, break down how to evolve beyond guesswork by adopting the Customer-Led Growth framework - a systematic approach to help businesses understand their best customers, map & measure their experience, and unlock their best levers for growth.So, if you're a SaaS leader looking to help your marketing and product teams make smarter decisions that drive predictable revenue - this show is for you. Buy the book: Forget the Funnel book (Paperback, eBook, or audiobook) Visit the website: Forget the Funnel Connect with Claire Suellentrop on LinkedIn Connect with Georgiana Laudi on LinkedIn

Working in a new company means your day-to-day responsibilities have to be tied to a larger goal. But when you're fresh out of college in your first role, it's hard to understand that perspective and how others work towards it. Claire Suellentrop, Co-Founder and COO of Forget the Funnel, knows the struggle.In this episode, Claire talks about how valuable an outside perspective would've been to her growth when she was starting out. Listen to learn how you can set up your network to create a foundation for your growth in the industry.In this episode, you'll learn:1. Understanding how different people approach work will save you from miscommunications and wasted work2. The best people to give you advice are the ones who are only a few steps ahead3. An outside perspective of your problems will help you overcome them quickerThings to listen for:[04:25] How Claire fell backwards into growth[11:39] Learning to catch up to a company's pace[14:47] The importance of learning from someone a few steps ahead[18:11] Understanding everyone's working styles[23:46] Overcoming a skillset-company culture mismatch[27:58] Leaning into your strengths[30:23] Why heads of growth turnover so quicklyResources- Connect with Claire on LinkedIn or Forget the Funnel- Forget the Funnel book- Connect with Andrew on LinkedIn or Twitter- Learn more about Navattic- Learn more about MadKudu

In this episode, I talk to Gia Laudi, Co-founder of Forget the Funnel.  We talk about why the conventional marketing funnel is fundamentally broken (so stop using it) and what needs to take its place - actually talking to customers to figure out what they need and how to build a strategic plan that moves the needle.  Gia also shares a step-by-step breakdown of her Customer-led Growth Framework, developed alongside Co-founder Claire Suellentrop, how to gather insights when actually getting a client on the phone is impossible, and what customer discovery looks like in startup versus enterprise. This episode is a must-listen for anyone who cares about building strategies grounded in real-world insights versus following outdated frameworks or hyped-up “growth hacks”. You can order the Forget the Funnel book here: https://www.amazon.co.uk/Forget-Funnel-Customer-Led-Predictable-Recurring-ebook/dp/B0C386KSTG  ** Have you thought about launching a podcast for your brand but aren't sure where to start? Book 60 minutes with me to brainstorm some ideas and get practical advice on how to create a show your customers care about. Totally free. Drop me an email at jason@b2b-better.com or book a time to chat with me using this link: https://www.b2b-better.com/podcast-assessment You can also follow me on LinkedIn. Head over here: linkedin.com/in/jasonbradwell Thanks to Tyler Wade for producing this episode of B2B Better.

Join us in an engaging conversation with Claire Suellentrop COO of Forget the Funnel and Ex-Marketing Director of Calendly While growth and marketing are inherently intertwined for achieving success, some SaaS founders perceive them differently. To effectively reach the target audience of executives, we position ourselves as growth and marketing advisors, aligning our messaging with their distinct perspectives. Internally, we understand their seamless synergy.  To watch the Full podcast - https://bit.ly/3pZc9ez

Claire Suellentrop, Author of Forget the Funnel, shares the customer research process for marketing. Download the free powerups cheatsheet at https://marketingpowerups.com/027

Cuántas veces te pasó esto en tu área de marketing: ➡️ Pruebas táctica tras táctica y ninguna da los resultados que esperas ➡️ Repites las estrategias que usaste en otras empresas, pero no funcionan en donde estás No sabes qué acción tomar. El crecimiento de tu empresa es inconsistente. Lento. No tienes claridad. Existe un sistema que hace que tengas un crecimiento sostenible, escuchando a los clientes, y enfocado en entregarles valor. Su nombre es customer-led growth. En este episodio, hablamos de esta metodología del libro Forget the funnel. Esta fue creada por 2 líderes de marketing de startups como Calendly y Unbounce: Georgiana Laudi y Claire Suellentrop.

Georgiana (Gia) Laudi and Claire Suellentrop are both experienced SaaS product marketing leaders who spotted the same things again and again whilst trying to help companies grow. They decided it was time to join forces and persuade marketers around the world that the sales funnel is dead, and we need to try a different approach. They founded Forget the Funnel, a consultancy aiming to help people do just that, and have recently launched their new book of the same name. A message from this episode's sponsor - My Mentor Path This episode is sponsored by My Mentor Path. I'm a passionate advocate for mentoring and believe it to be one of the highest-leverage activities you can undertake to get ahead in your career. I try to do my part but am but one man, so I helped set up this FREE mentoring community to try to help out at scale. Sign up now as a mentor, a mentee, or both! Episode highlights:   1. The Funnel is no longer fit for purpose Marketers have been trying to cram leads into the top of the funnel for 100 years but it doesn't serve the needs of modern marketers in recurring revenue SaaS businesses. We need to consider the customer journey pre and post-acquisition 2. Forgetting the Funnel is a company mindset shift Business leaders can lose sight of the market & the product vision as companies evolve. They need to forget the funnel & empower their marketing teams to do the same & focus relentlessly on customers, not inward-facing metrics. 3. You're going to need to pay off your Revenue Debt As companies evolve, they can end up with a very fragmented set of customers that don't form a coherent ICP. To succeed with customer-led growth you need to work out who your best customers are and optimise for them. 4. Companies often have remarkably similar marketing problems How these problems manifest themselves may be different, but there's generally some low-hanging fruit that can be picked straight away. Progress on harder problems can be stymied by unclear ownership or responsibility 5. There's no point spending a dime on marketing until you've fixed your fundamentals If you don't focus your marketing on your best-fit customers and optimise everything to speak to them, you're just throwing your money away trying to scale marketing up. Fix the basics first! Buy "Forget the Funnel" "Your product is great. So why is marketing it so hard? Many SaaS companies struggle with marketing. Teams try everything they can to drive more traffic, leads, and signups. Yet revenue growth remains... lumpy. Slow. Frustratingly inconsistent. If this sounds familiar, the problem isn't you or your ideas; it's that you're guessing at what resonates with your target customers. In Forget the Funnel, Georgiana Laudi and Claire Suellentrop share the Customer-Led Growth Framework they've developed to help companies of all sizes solve their product marketing struggles and hit ambitious targets. This framework helps you get inside your customers' heads, map and measure your customers' experience, and uncover which tactics will actually move the needle for your company." Check it out on Amazon. You can also check out the book website Contact Gia & Claire You can catch up with Gia and Claire on Twitter (Claire, Gia), LinkedIn (Claire, Gia) or visit their website, Forget the Funnel.

Claire Suellentrop, Co-Founder & COO of ForgetTheFunnel talks about how SaaS companies should look inwards & understand their best customers to effectively grow after reaching 1-2 $MN in ARR.How they worked with SaaS companies like SparkToro, MeetEdgar etc., helping them reposition & unlock their growth after a pointHow they ended up increasing the conversion rate of MeetEdgar by 40% by focusing on their stickiest cohortHow to position when you've got a product that is used by varying customer segments ( ACV )Why looking inwards, understanding the stickiest cohort & positioning based on this is the best way for SaaS companies to unlock massive predictable growthTeam, services they provide & how they work with SaaS companiesYou can also watch the video on youtube here.

In episode 636, Rob Walling chats with Claire Suellentrop about the new book she co-wrote with her co-founder, Georgiana Laudi. The book is called Forget the Funnel: A Customer-Led Approach to Driving Predictable Recurring Revenue. Gia and Claire have run a consulting firm for the past several years where they are working with startups and SaaS companies to help them learn more about their customers in order to drive more revenue. And this book is a distillation of their learnings. Topics we cover: 1:09 - Why did Claire name their new book, Forget the Funnel? 2:36 - A three-step approach for unlocking customer-led growth 3:09 - A framework for getting inside your customers' heads 14:01 - How to learn from future customers 20:21 - Applying and operationalizing all your customer insights Links from the Show: Claire Suellentrop (@ClaireSuellen)  I Twitter Georgiana Laudi (@ggiiaa) I Twitter Forget The Funnel: a Customer-Led Approach to Driving Predictable,...Read more... »Click the icon below to listen.  

Typically, when software companies write up their homepage, features page, or pricing page, they use messages and words their internal team is accustomed to using – but often, those words mean very little to their customers, users or prospects. Then they wonder why it's so hard to acquire new customers. --- Send in a voice message: https://anchor.fm/business-of-software/message

Claire Suellentrop introduces the Jobs-to-be-done methodology that is replacing the old method of creating customer personas. This episode is a step-by-step practical guide. ***Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

In this episode, Claire Suellentrop, the co-founder of Forget the Funnel, joins us to discuss how to implement customer-led growth for your organization step-by-step. Here are some key timestamps you might want to jump into: 2:30 Claire talks about what customer-led growth means and how it's not yet another buzzword. She details how it's different from the PLG or sales-led or marketing-led growth motion and how customer-led is directly related to Jobs-To-Be-Done. 7:11 As companies go from startup to scale-up, how customer intimacy weakens and some of the symptoms to identify that. Claire goes into the details of how to identify the success gaps in the buyer journey. 9:23 Sparktoro case study: The specifics of the survey to understand SparkToro's customers, how they ensured they're not getting averaged-out answers, for example — identifying true sources of new customer sources (because in this case, a lot of people known Rand Fishkin and most initial customers might be founder-led) 24:20 The top 3-5 key takeaways you need to aim for, from your customer interviews 27:40 How to leverage all the collected answers to build your growth levers. Claire talks about how you can put together these answers on a spreadsheet and derive insights to help you construct growth pillars and a lot more...

Today we have another episode of Better Done Than Perfect. Listen in as we talk with Jordan Skole, VP of Product Growth at Autobooks. You'll learn why it's important to consider the entire customer experience, how copywriting can inform design, frameworks for understanding customers and creating email automations, and more.Please head over to the episode page for the detailed recap and key takeaways.Show notesAutobooks — Jordan's current place of workMastering Email Software with Brennan DunnUI Breakfast Podcast. Episode 105: Website Personalization with Brennan DunnCI/CD — continuous integration and continuous deliveryCustomer ExperienceVal Geisler, Alli Blum, Claire Suellentrop — helped Jordan scale the conversion copywriting team at AutoBooksJoanna Wiebe — founder of CopyhackersJTBD FrameworkMiro, Mural — popular visualization toolsBob Moesta — an authority in the field of JTBDDemand-Side Sales — a book by Bob MoestaHero's Journey MonomythThe Hero's Journey — a book by Joseph CampbellFollow Jordan on TwitterThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — the best way for SaaS founders to send onboarding emails, segment your users based on events, and see where your customers get stuck in the product. Start your free trial today at userlist.com.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

How can we approach customer experience holistically to enable effective email marketing? In this episode, we talk to Jordan Skole, VP of Product Growth at Autobooks. You'll learn why it's important to consider the entire customer experience, how copywriting can inform design, frameworks for understanding customers and creating email automations, and more.Visit our website for the detailed episode recap with key learnings.Autobooks — Jordan's current place of workMastering Email Software with Brennan DunnUI Breakfast Podcast. Episode 105: Website Personalization with Brennan DunnCI/CD — continuous integration and continuous deliveryCustomer ExperienceVal Geisler, Alli Blum, Claire Suellentrop — helped Jordan scale the conversion copywriting team at AutoBooksJoanna Wiebe — founder of CopyhackersJTBD FrameworkMiro, Mural — popular visualization toolsBob Moesta — an authority in the field of JTBDDemand-Side Sales — a book by Bob MoestaHero's Journey MonomythThe Hero's Journey — a book by Joseph CampbellFollow Jordan on TwitterThanks for listening! If you found the episode useful, please spread the word about the show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis show is brought to you by Userlist — the best way for SaaS founders to send onboarding emails, segment your users based on events, and see where your customers get stuck in the product. Start your free trial today at userlist.com.

Today we talk about “franchising” — a mental model applicable in marketing and other areas. Our guest is Jordan Skole, a marketing leader and director of product growth at AutoBooks. You'll learn how to apply this mental model, the best timing for automating processes, tips for solving marketing challenges, the importance of side projects, and more.Download the MP3 audio file: right-click here and choose Save As.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Podcasts.Show NotesAutoBooks — Jordan's current place of workAmbassador, ActiveCampaign — some of Jordan's previous employersUPC Code Manager — Jordan's productCompound Growth — Jordan's article on the franchise philosophyNathan Baschez — works in podcast media, UI designBetter Done Than Perfect — Jane's show at UserlistBiggerPockets forum — real estate investing resourceTAM — total addressable marketJoanna Wiebe — founder of CopyhackersVal Geisler, Alli Blum, Claire Suellentrop — helped Jordan scale the conversion copywriting team at AutoBooksFarnam Street — a resource for mental modelsFollow Jordan on TwitterVentures & Adventures — Jordan's siteToday's SponsorThis show is brought to you by Userlist — the best way for SaaS founders to send onboarding emails, segment your users based on events, and see where your customers get stuck in the product. Start your free trial today at userlist.com.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

Success gaps are an invisible force keeping your customers from paying you -- a confusing checkout process, vague product descriptions, or even a broken website. Claire Suellentrop joins Katelyn Bourgoin on this episode of Customer Show podcast to explain how to find these success gaps and turn them into money-making opportunities. On this episode of Customer Show, Claire and Katelyn discuss: How To Discover Success Gaps In Your Buyer's Journey (And Fix Them) What Questions To Ask Your Customers If You Suspect A Success Gap How To Create Marketing Collateral To Fill Success Gaps And So Much More Claire Suellentrop is the co-founder of Forget The Funnel and is a SaaS Marketing & Growth expert. LinkedIn: https://www.linkedin.com/in/clairesuellentrop Twitter: https://twitter.com/clairesuellen Forget The Funnel: https://www.forgetthefunnel.com/resources/saas-audience-research-habits ---- Connect with Katelyn on Twitter: https://twitter.com/KateBour Get Your Free Customer Ranking Calculator: https://customercamp.co/calculator

00:00 Christian and Chris are converging  00:40 Maker.dev interactions on twitter  01:47 Audio quality is bad and it's not the microphone's fault  04:56 Chris's talking head videos  08:46 Why is Facebook's moneymaker backend so bad?  15:01 What's the plan for clips.marketing?  20:52 Build your audience first (unless you can build really quickly and cheaply)  26:16 Manually onboard to make sure you talk to customers  28:24 Talk to dirty messy humans about their FeElInGs  30:48 Clips.marketing as a productized service?  37:22 Christian's next week  39:36 Chris's next week  Timestamps created with https://clips.marketing by @cgenco   

Today we invite you to listen to another one of our Better Done Than Perfect episodes. Our guest is Alli Blum, SaaS consultant extraordinaire and onboarding strategist. You’ll learn about Alli’s professional journey, her definition of ideal onboarding, customer success milestones, and her bulletproof advice on conducting customer interviews.Please head over to the episode page for the detailed recap and key takeaways.Show notesalliblum.com — Alli’s websiteUI Breakfast Episode 112: Optimizing SaaS Trials with Alli BlumConducting Switch Interviews — an article by ThoughtbotJTBD for User Onboarding with Ramli JohnStop Aiming at Happiness: Unconventional Wisdom for Customer Success — Anna Jacobsen’s Microconf talkWhat is a North Star metric? — a Mixpanel articleHow Long Should Your Pages Be? — an article on stages of awareness by Copy HackersThe JTBD methodology by Bob Moesta and Chris Spiek, one of Alli’s recommended resourcesForget the Funnel by Claire Suellentrop and Gia Laudi — one of Alli’s recommended resourcesCopy Hackers by Joanna Weibe — one of Alli’s recommended resourcesThe Mom Test — a book by Rob Fitzpatrick, Jane’s recommendationThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.SponsorThis episode is brought to you by Userlist — a lifecycle messaging tool for your SaaS product. At Userlist, our mission is to make your founder journey more enjoyable and less overwhelming. That’s why we built an email automation tool that does exactly what you need. No more, no less. Manage your users, segment them, and get in touch throughout their journey — all based on their behavior. Try Userlist free whenever you’re ready at userlist.com.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here’s how.

How can user research inform our user onboarding decisions?? We tap precisely into that with today's amazing guest, onboarding strategist and SaaS consultant Alli Blum. You'll learn about Alli's professional journey, her definition of ideal onboarding, customer success milestones, and her bulletproof advice on conducting customer interviews.Visit our website for the detailed episode recap with key learnings.Show notesalliblum.com — Alli's websiteUI Breakfast Episode 112: Optimizing SaaS Trials with Alli BlumConducting Switch Interviews — an article by ThoughtbotJTBD for User Onboarding with Ramli JohnStop Aiming at Happiness: Unconventional Wisdom for Customer Success — Anna Jacobsen's Microconf talkWhat is a North Star metric? — a Mixpanel articleHow Long Should Your Pages Be? — an article on stages of awareness by Copy HackersThe JTBD methodology by Bob Moesta and Chris Spiek, one of Alli's recommended resourcesForget the Funnel by Claire Suellentrop and Gia Laudi — one of Alli's recommended resourcesCopy Hackers by Joanna Weibe — one of Alli's recommended resourcesThe Mom Test — a book by Rob Fitzpatrick, Jane's recommendationThanks for listening! If you found the episode useful, please spread the word about this new show on Twitter mentioning @userlist, or leave us a review on iTunes.

The year of 2020 has introduced us to the ‘new normal’ — which we’re, admittedly, still struggling to get accustomed to. How does this, along with the current social unrest, affect the way users make purchasing decisions? Our guest today is Claire Suellentrop, SaaS marketing and growth advisor. You’ll hear Claire’s recommendations on post-pandemic marketing, customer research, company culture, and more.P.S. Please take part in our listener survey. This podcast just turned 6 years old and we’re looking for ways to make it better.Download the MP3 audio file: right-click here and choose Save As.Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music.Show NotesForget the Funnel — Claire’s project with Georgiana LaudiEpisode 92: Behind the Scenes of Userlist.io Research with Claire SuellentropCalendly — a popular scheduling tool; Claire’s previous place of work as head of marketingProfitWell — SaaS metrics toolReciprocity in Marketing: How to Apply This Principle — a ReferralRock articleHelp Founders — a past initiative by UserlistVito — an online hub for groups; a new product by Paul Campbell and the Tito teamEpisode 165: Designing Event Experiences with Paul CampbellApril Dunford’s Twitter thread on product positioning in a downturnLeading Change in Your SaaS’ Growth Strategy when Change Is Hard — an interview with Asia Matos Orangio on FTFPlease take part in the UI Breakfast Podcast SurveyFollow Claire on TwitterToday’s SponsorThis episode is brought to you by Userlist — a lifecycle messaging tool for your SaaS product. At Userlist, our mission is to make your founder journey more enjoyable and less overwhelming. That’s why we built an email automation tool that does exactly what you need. No more, no less. Manage your users, segment them, and get in touch throughout their journey — all based on their behavior. Try Userlist free whenever you’re ready at userlist.com.Interested in sponsoring an episode? Learn more here.Leave a ReviewReviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here’s how.

Jane Portman of Userlist joins Julia and Adam to share her expertise with onboarding. Why guided tours don't work, the legacy of Clippy, and drip campaigns that are more personal and considerate. @MuseAppHQ hello@museapp.com Show notes Jane Portman @uibreakfast User Onboarding: The Ultimate Guide for SaaS Founders Userlist Benedikt Deicke Intercom lifecycle messaging Claire Suellentrop, Forget The Funnel UI Breakfast podcast tooltips Inspire, Not Instruct aha moment Clue out-of-box-experience (OOBE) Samuel Hulick, UserOnboard, podcast interview Clippy call to action Val Geisler drip campaign tech touch A/B test or split test Max Seelemann

When marketing a product, it's common for founders to focus on the product itself with pitches like “Look at our cool features! We help you do X activity better!” Which can just get lost in the noise. Capturing your customer's attention requires focusing on their ultimate motivation (“job to be done”), to transform her current situation into a preferred one. Claire Suellentrop loves getting inside customers' heads, uncovering what those customers really care about, and using these juicy details to create great marketing. She's currently the co-founder of two companies: Userlist.io (behavior-based email for SaaS products), and Forget The Funnel (SaaS marketing training). recorded live at Business of Software Conference UAS 2018 in Boston, Ma for more great talks, visit businessofsoftware.org/videos --- Send in a voice message: https://anchor.fm/business-of-software/message

Claire is the Co-Founder of Elevate & Forget the Funnel. She has tremendous experience in SaaS marketing and growth. Here are just a few of the topics we discussed in this episode: What customer-led growth means and how to nail it The difference between customer-led and product-led The importance of creating the experience the customer needs How to get started leveraging customer insights How to think about the volume of customer insights you need Getting started with better understanding your customers Connecting with Claire Elevate Forget The Funnel Follow Claire on Twitter

In this special episode, three Userlist co-founders — Claire Suellentrop, Benedikt Deicke, and Jane herself — get together to answer a few questions from the audience. They share the strategy behind their recent Product Hunt launch (which scored #1 Product of the Day), their founding story, product management techniques, and so much more. Podcast feed: subscribe to https://feeds.simplecast.com/4MvgQ73R in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music. Show Notes Userlist — the product we're talking about Episode 49: Behind the Scenes of Tiny Reminder Launch with Benedikt Deicke Episode 56: Product Development Secrets with Claire Suellentrop Episode 92: Behind the Scenes of Userlist.io Research with Claire Suellentrop Behind the Scenes of Our Upcoming Public Launch The story of Userlist, Inc. Userlist Team & Company Values How We Used April Dunford’s 10-Step Method to Overhaul Positioning at Userlist Campaign Templates for Each User Lifecycle Stage Episode 139: Understanding Account-Level Engagement in SaaS with Derek Skaletsky Follow the team on Twitter: @ClaireSuellen, @benediktdeicke, @uibreakfast, @Userlistio Today's Sponsor This episode is brought to you by Gusto. Gusto offers modern, easy payroll and benefits to small businesses across the US. And if you want your business to be all set up by 2020, you don’t want to wait! Sign up today at gusto.com/uibreakfast and get three months free when you run your first payroll. Interested in sponsoring an episode? Learn more here. Leave a Review Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

This month, we’re turning our attention to the crucial role SaaS marketing teams play in the deployment of feature enhancements and major product updates. How do feature launches differ from initial product launches? How do you reposition your product when it undergoes a revolutionary change? What’s the process for going to market again? Georgiana Laudi and Claire Suellentrop, co-founders of SaaS marketing and growth consultancy Elevate, join us to relay some critical advice on making the most of your feature launch.

Imagine having the superpower to read your customers' minds so you know how they talk, what triggers that caused them to purchase or leave your product, and how they describe your product and your competitors. That would be a marketer's ultimate superpower! You won't necessarily be cast in the next Marvel movie with this superpower. What I'm talking about is using Jobs-To-Be-Done (JTBD) framework to supercharge your marketing. In this episode, Claire Suellentrop, Co-Founder at Forget The Funnel, and former Head of Marketing at Calendly, shares exactly how she helped Autobooks use the JTBD framework to create more compelling and effective marketing campaigns.

Claire Suellentrop learned early on at Calendly that focusing on existing customers, instead of just acquiring new ones, is the best shot SaaS companies have at rapid growth.Since then, she's taken the same formula and applied it several times over for some of the fastest-growing tech companies in the world.Here, Claire shares her firsthand experience and what it's been like teaming up with Georgiana Laudi to create Forget the Funnel and Elevate.Support the show (https://copyweekly.com/)

Claire shares her insights on how you can create more effective marketing campaigns, design better products, and increase revenue by spending more time getting to know your customers. Claire is a SaaS marketing & growth advisor, loves helping teams get out of the "echo chamber" and inside their best customers' heads.

You want to make an impact, right? Imagine you’ve just been hired in a new marketing role. What’s the first thing you should do to get your foot in the door? In today’s episode, you’ll learn how to build trust and prove yourself in the first 90 days as a marketer. Join us in welcoming Claire Suellentrop back to the podcast. Claire is a SaaS marketing strategy consultant and the co-founder of Forget the Funnel, where she teaches tech marketers how to build high-growth SaaS companies. We covered: Why marketers and their leaders often struggle to align themselves The first step you must take when you’re starting with a new company Two ways to develop true empathy for the founder or CEO How to build strong relationships with leaders of other departments What type of questions you must ask during those first conversations Why your first 90 days as a marketer are a critical period of time The simple (but effective) tip for nailing communication with your boss How to balance customer research with making your first major impact Resources: Forget the Funnel How to Use Jobs to be Done to Read Your Customers’ Minds Georgiana Laudi Asia Matos Podia Trello The 25 JBTD customer interview questions Claire uses SaaS Marketer Essentials claire@forgetthefunnel.com @ClaireSuellen

Marketing Mary. Developer Dave. Consultant Carol... We've all built "buyer personas", but can we truly say that we understand our customers? Claire Suellentrop of userlist.io and Forget The Funnel is super passionate about this topic, so I caught up with her to explore the world of customer research and uncover how marketers can better understand their customers. In this episode we hear about: - what it really means to be customer-centric - how you should go about building buyer personas - the jobs-to-be-done framework and how marketers can use it to conduct customer research - questions to ask in customer interviews - how to apply your findings in your marketing Links: User List >> https://userlist.io/ Forget The Funnel >> https://forgetthefunnel.com/ Claire's JTBD Interview template >> https://docs.google.com/document/d/183PzYjQi2vsIRlPMUrtzRwZF1VdnZWNDAZsrJ4MRT4Q/edit When Coffee & Kale Compete >> http://www.whencoffeeandkalecompete.com/ Alan Klement's post on Copy Hackers about jobs to be done >> https://copyhackers.com/2014/11/jobs-to-be-done-copywriting/ Switch: How to Change Things When Change Is Hard >> https://www.goodreads.com/book/show/6570502-switch Claire's recommended resources >> https://sixteenventures.com/ https://copyhackers.com/ http://www.valgeisler.com/blog/ Follow Claire on Twitter >> https://twitter.com/ClaireSuellen --- Advance B2B >> www.advanceb2b.com Follow The Growth Hub on Twitter >> twitter.com/SaaSGrowthHub Follow Edward on Twitter >> twitter.com/NordicEdward

What is a product strategy? More importantly, what makes a good one? Our guest today is Zack Naylor, co-founder and CEO at Aurelius. We talk about product strategy vs tactics, the objectives and key results framework, the elusive product-market fit, and customer research as the foundation for all of the above. Podcast feed: subscribe to http://simplecast.fm/podcasts/1441/rss in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music. Show Notes Aurelius — Zack's product, user research and insights platform Aurelius Podcast — their podcast The Nerdery — Zack's previous place of work Why The Best Design and Product Teams Decide What, Then How — Zack's article on strategy vs tactics Objectives and key results (OKR) — a popular framework for defining and tracking objectives and their outcomes The Exact Customer Research Process We Used for Userlist.io — an article by Claire Suellentrop, Jane's co-founder Aurelius Podcast: Episode 18 with Patrick Campbell — an episode on customer development, user research for pricing and using data for better decisions Product/market fit — a term that defines the degree to which a product satisfies a strong market demand Ask 37signals: How do you say no? — an article by Jason Fried Radical Focus: Achieving Your Most Important Goals with Objectives and Key Results — a book by Christina Wodtke Just Enough Research — a book by Erica Hall Indi Young — a famous data scientist and researcher How to Win Friends & Influence People — a book by Dale Carnegie Follow Aurelius Blog Follow Zack on Twitter: @zacknaylor Today's Sponsor This episode is brought to you by Userlist.io. This new tool helps SaaS founders get a better understanding of each individual user journey, and send users relevant behavior-based email. To learn more, join the waiting list at userlist.io. Interested in sponsoring an episode? Learn more here. Leave a Review Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

Most companies believe they are customer centric, but many don’t know what that means and involves. So, they don’t truly practice it. Today I’m talking to Georgiana (Gia) Laudi, who has been developing strategies and launching campaigns for companies of all shapes and sizes for the past 15 years. She will help us build a basic strategy based on customers by mapping out their customer journey. Gia is a SaaS Marketing and Customer Experience Strategist, Startup Mentor, and former Vice President of Marketing for Unbounce. She left Unbounce to start A Better CX (a better customer experience). Also, she runs Forget the Funnel with previous Everyone Hates Marketers guest, Claire Suellentrop. Forget the Funnel is an online workshop series that helps early-stage SaaS marketers to become respected leaders. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

Welcome back to this new season of SaaS Open Mic! In this first episode I'm talking to Claire Suellentrop and Georgiana Laudi of Forget The Funnel -- both strong proponents of a more holistic approach to modern SaaS marketing.

This is a special behind-the-scenes episode with Claire Suellentrop, one of my co-founders for Userlist.io (alongside Benedikt Deicke). We share our co-founder story, product strategy, and the initial research process. You'll learn how to do a brand sprint exercise, how to run customer interviews, and how to transform your data into product insights. Podcast feed: subscribe to http://simplecast.fm/podcasts/1441/rss in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music. Show Notes Userlist.io — the new SaaS product we're talking about, co-founded by Jane, Claire & Benedikt Love Your Customers — Claire's website Websites that Convert — Claire's book Forget the Funnel — free SaaS marketing workshops (Claire's training project with Georgiana Laudi) Tiny Reminder — Jane's previous SaaS product (now acquired by Nusii) Intercom, FullStory — SaaS products we're mentioning The Three-Hour Brand Sprint — an article by Jake Knapp that we used to conduct our brand sprint FemtoConf — a conference for self-funded software companies in Darmstadt, Germany Episode 30: Describing Customer Motivation (Jobs to Be Done) with Eric White Calendly, Zoom (or Skype), Rev — tools to faciliate customer interviews Amy Screams at Software — Amy Hoy's podcast recording that we transcribed and used for research Sweep — Amy Hoy's new SaaS product Follow Claire, Benedikt, and Userlist.io on Twitter: @ClaireSuellen, @benediktdeicke, @Userlistio Today's Sponsor This episode is brought to you by Your Productized Consulting Guide. Want to get started with productized consulting? This book will teach you step-by-step how to craft your offer, overcome client objections, write your sales page, and strategically plan your services line. To get you copy, head over to uibreakfast.com/productized and use your special promocode PODCAST20 on checkout to get 20% off any book package. Interested in sponsoring an episode? Learn more here. Leave a Review Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes. Here's how.

On today’s episode I’m joined by my guest Claire Suellentrop, a messaging and conversion expert at Loveyourcustomers.co. Claire is also a published author and the former Director of Marketing for Calendly. In this episode she will introduce us to the “Jobs to be done” methodology that is replacing the old method of creating customer personas. Listen in for a step-by-step practical guide on this method, why you should be using it, and how you can implement it in your business. *** Tap on this link to access show notes+transcripts, join our private community of mavericks, or sign up to the newsletter: EveryoneHatesMarketers.com/links

This is an extraordinary plus-size interview with an outstanding guest — Claire Suellentrop of Love Your Customer, previously Director of Marketing and employee #2 at Calendly. You'll hear her best advice on a range of topics: customer interviews, landing pages, user onboarding, gaining traction, content marketing, and much more. You'll also learn an intriguing story how she got started with Calendly. Podcast feed: subscribe to http://simplecast.fm/podcasts/1441/rss in your favorite podcast app, and follow us on iTunes, Stitcher, or Google Play Music. Show Notes Love Your Customers — Claire's company Episode 30: Describing Customer Motivation (Jobs to Be Done) with Eric White Calendly — Claire's previous company where she worked as Director of Marketing Turning Thirty: Story of My Life — Jane's birthday post mentioned by Claire Eat Well. Party Hard. — Claire's old blog (full posts are not available, but you can still scan the headlines if you're curious) Unbounce Call To Action Conference — June 25-27, 2017 in Vancouver (Claire is speaking) Websites that Convert — Claire's upcoming book (launching April 17) The UI Audit — Jane's book on designing web applications Zencastr, Skype, Zoom — tools for conducting customer interviews Rev.com — Claire's favorite transcription service The 5 Elements of Every Successful Landing Page — Claire's video presentation where she talks about long form vs. short form landing pages, and goes deeper into the stages of awareness Basecamp, Calendly, Tiny Reminder — software products we're talking about Samuel Hulick — the guru of user onboarding The Scientific Marketing Strategy Behind Exponential Growth — fantastic Google Spreadsheet created by SumoMe (now Sumo), hugely helpful for planning and testing marketing channels Traction — a book by Gabriel Weinberg and Justin Mares Claire's examples of things done right: Bidsketch (onboarding), Drift (content marketing), Unbounce (landing pages) Sign up for Claire's mailing list at Love Your Customers Follow Claire on Twitter: @ClaireSuellen Today's Sponsor This episode is brought to you by Tiny Reminder. Tired of nagging people? Build a simple form, set a reminder schedule, and add recipients. We'll keep sending reminders until they submit a response. This tool is forever free! Sign up today at tinyreminder.com. Interested in sponsoring an episode? Learn more here. Leave a Review Reviews are hugely important because they help new people discover this podcast. If you enjoyed listening to this episode, please leave a review on iTunes (here's a brief guide).

Claire Suellentrop, Director of Marketing at Calendly, joins the Content Pros Podcast to discuss how infusing content marketing throughout an organization plays a vital role in the success of startups.   Special thanks to our sponsors: Oracle Marketing Cloud Uberflip: Flip the Switch ClearVoice Convince & Convert: The Business of Story   In This Episode Why content marketing for a startup means a blending marketing with sales and infusing it throughout the organization How understanding the right positioning for your product leads to natural story-based content that sells Why developing impactful content around customer success means rolling up your sleeves and diving into data How understanding and adapting to the current stage of growth for your company leads to more successful content   Resources Claire Suellen on Twitter: @ClaireSuellen Calendly   Visit ContentProsPodcast.com for more insights from your favorite content marketers.