Podcast appearances and mentions of georgiana laudi

Most teams are messing up their opportunity to scale their product into higher-value deals—without even realizing it.They're following someone else's Product-Led Sales playbook. ICPs are fuzzy. Qualification is weak. Sales motions aren't landing.Some teams are stuck in the messy middle: a PLG motion that's working (sort of), but sales is jumping in too early—or not at all. Customers are confused. Deals stall.Others know it's time to evolve beyond pure PLG—but aren't sure how to layer in sales without breaking what's already working.In this episode of The Forget the Funnel Podcast, Georgiana Laudi and April Dunford break down the real meaning of product-led sales, and the common mistakes that keep even experienced teams stuck—like unclear ICPs, poor qualification, and misapplied sales motions. Whether you're adding sales to a PLG motion, or trying to make your sales-led org more product-led, this episode will help you avoid costly missteps and find clarity fast.What you'll learn:Why PLG alone isn't enough to close bigger dealsThe real role of sales in a product-led motion (and how to get it right)How to identify product-qualified accounts and avoid jumping the gunWhat's in the episode:(00:00) What is product-led sales, really?(03:00) Why your users ≠ your buyers—and why that matters(06:00) The shadow IT opportunity most teams miss(09:30) Postman's evolution from PLG to strategic sales(14:00) The biggest misstep: Sales jumping in too early(20:00) What smart outbound looks like today(25:00) Faux freemium and low-risk PLG experiments(30:00) How to know when your product is ready to support salesLinks & ResourcesLenny's newsletter on GTM motions of 30 startups Explore April's workCheck out April's books Follow Georgiana on LinkedInForget The Funnel Podcast Forget The Funnel on YouTube As always, you can learn more about Forget The Funnel here: Read the Forget The Funnel Book Check out Forget the Funnel's website

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Georgiana is strategic advisor, mentor, & speaker who's passionate about helping teams turn customer value into revenue-generating outcomes. Gia has been launching and building B2B and B2C brands online since 2000. In 2010, she began her track record as a marketing exec and product growth advisor working with successful high-growth recurring revenue startups, and never looked back.

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 

How do you turn product marketing into a powerhouse for growth and efficiency? Join us as Georgiana Laudi, co-founder of a boutique consultancy specializing in B2B SaaS growth, unveils her secrets to crafting compelling product messaging and positioning. You'll learn how transitioning from feature-focused to outcome-based communication can revolutionize your approach, as illustrated by a groundbreaking case study that resulted in skyrocketing sign-ups and sales. She also reveals the pitfalls of over-relying on generic best practices and competitor strategies, advocating instead for a customer-led growth framework that truly resonates with your audience.In our conversation, we highlight the importance of aligning your teams around an ideal customer profile and understanding the deeper needs of your customers. By focusing on targeted customer interviews, businesses can create messaging that hits the mark and reduces dependency on unpredictable top-of-funnel activities. Georgiana emphasizes the power of customer success as a leading indicator of revenue growth, offering actionable insights into refining product onboarding and enhancing the overall customer experience. This episode is packed with valuable lessons for any business eager to achieve strategic alignment and drive growth through effective product marketing and customer research.Georgiana's Podcast Georgiana Website Send us a Text Message, give feedback on the episode, suggest a guest or topic Visit the Remarkable Marketing Podcast website to see all our episodes.Visit the Remarkable Marketing Podcast on YouTube Remarkable Marketing Podcast Highlights on InstagramEric Eden on LinkedIn

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:

In this conversation, Georgiana Laudi, co-founder of Forget the Funnel, shares her background and journey into B2B SaaS. From working in her family's retail florist business, to becoming the VP of Marketing at Unbounce, and advising a bunch of impressive companies. We explore some of the speed bumps and challenging moments in Gia's journey along the way.Gia opens up about:Returning from maternity leave and learning someone had been hired above her.The challenges of managing a rapidly growing teamGetting feedback that she's intimidatingThe importance of clear communication and transparencyThings to listen for:(02:30) Georgiana was influenced by her parents to become an entrepreneur(05:53) Her first business idea was selling martini glasses(11:13) She said “no” all the time because “who has time for that?”(15:21) Her advice to someone who is figuring out their personal brand(19:17) Someone was promoted above her when she was on maternity leave(32:07) Georgiana was told she was “extremely intimidating” by her team(36:52) She never holds back what she's thinking(39:38) Take notes before confronting an underperforming employee(47:40) How Georgiana learned her communication skills(51:05) She wishes she had learned how to run a business earlier(53:48) Georgiana knows she needs a better work-life balance…Resources:Connect with Georgiana on LinkedInCheck out Forget The FunnelGet your copy of “Forget The Funnel” todayConnect with Andrew on LinkedInWork with AndrewLearn more about AppcuesLearn more about Navattic

Georgiana Laudi, Co-Founder & CEO at Forget The Funnel, joins Dustin on this week's episode to discuss the concept of customer-led growth. They delve into the importance of understanding your best customers, optimizing customer experiences, and how focusing on the right customer segments can drive growth without increasing marketing spend. She also shares insights on the jobs to be done methodology and provides real-world examples to illustrate how companies can achieve higher ROI by enhancing the post-acquisition customer experience. Tune in to learn actionable strategies for leveraging customer insights to drive sustainable growth. You can reach out to Georgiana via her LinkedIn profile if you have any questions or insights on the topics discussed today. Check out Forget The Funnel's website and book to learn more about what they do, and you can also listen to their podcast.

In Conversation with Georgiana Laudi, Author, "Forget The Funnel". She speaks to Subhanjan Sarkar in this episode of her book, "Forget The Funnel". The post Bizcast: Bits about books – In Conversation with Georgiana Laudi, Author, “Forget The Funnel”  appeared first on Business Podcast Network.

Cognism's CMO, Alice de Courcy makes her return to The Loop podcast after her maternity leave to speak to Georgiana Laudi, Co-founder and author of Forget the Funnel. They discuss Gia's customer-led approach and revisit the funnel concept to find out if it's still relevant to marketers today.

I remember touring a Murano Glass factory on my honeymoon to Italy. Basically as soon as we stepped foot into the place, a man giving us the tour had us pegged. So when it came time to sell us something, he didn't just ask us if we wanted to buy some glass art. He painted us a picture of a unique conversation piece that we can put in our home, to help us remember this time at the beginning of our marriage. To turn into a family heirloom for when we have kids and grandkids. He wasn't selling us glass. He was selling us a vision of our future. And it worked like gangbusters. So how can we do that for our customers? That's what Georgiana Laudi is here to talk to us about. She is the co-author of Forget the Funnel, a book that had a profound effect on my business – and today, we're talking all about jobs to be done, research, and capturing the voice of our customers. Top TakeawaysUnderstand the "Jobs to Be Done": Customers aren't buying products themselves, but rather the solutions the products offer. Identify the specific jobs your product or service helps customers accomplish. Capture the Voice of the Customer: Conduct customer interviews to capture actual language and patterns from customer conversations. Continuous Customer Research: Regularly conduct foundational research every 6-12 months and ensure it's continually validated based on industry shifts. Show NotesGeorgiana LaudiGeorgiana on Forget the FunnelWhat are Jobs to be Done?Demand Side SalesForget the FunnelHow to be a Scrappy Researcher (to Actually Sell Products) with Becky Pierson DavidsonCopyhackersForget the Funnel Podcast Sponsors: Check out Liquid WebMemberful: Get your free trial for at memberful.com/howibuiltit ★ Support this podcast ★

In this episode of Polyweb, host Sara Landi Tortoli and guest Georgiana Laudi, Co-founder and CEO of Forget the Funnel, explore the concept of customer-led growth and how it differs from product-led growth. They delve into the importance of deeply understanding customers, operationalizing their experiences, and making data-informed decisions to optimize their journey from problem recognition to long-term value realization.00:00 Introduction00:41 Defining customer-led growth and its relationship with product-led growth03:53 Differentiating customer-led growth from other "X-led" growth models07:15 Building products in a customer-led organization09:51 The challenge of identifying ideal customers in B2B scenarios13:24 Applying the Jobs-to-be-Done framework to understand customer segments19:07 Mapping the customer journey and identifying value milestones23:53 Leveraging customer insights to refine messaging and product experiences29:42 Prioritizing customer jobs and deciding the strategic focus33:57 Operationalizing customer-led growth within the organization39:06 Repositioning and communicating the customer-centric approach43:16 Prioritizing customer jobs and aligning with business objectives47:49 The importance of customer research and avoiding guesswork52:24 Implementing customer-led growth: A practical example58:47 Closing thoughts and resources

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

That's a wrap of the Marketing Powerups Show for 2023! In this special episode, Ramli John shares clips from the top 5 best marketing powerups of the year. Download all 5 powerups cheatsheet for free: https://marketingpowerups.com/050

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.

Georgiana Laudi is the Co-founder and CEO at Forget The Funnel, a consulting agency that helps SaaS companies scale and improve conversion rates through customer-led growth. In this episode Georgiana and KJ discuss the challenges of customer acquisition and retention in the digital age, and the need for companies to prioritize efficiency, retention, and maximizing ROI.    Key Takeaways: How companies can provide a better onboarding experience for customers The challenges of customer acquisition in today's digital landscape How to shift from a mindset of “growth at all costs” to maximizing ROI Why customer research should be the foundation of any decision-making process Quote of the Show (3:00): "We don't need to be guessing at what our best strategies are, the answers to that strategy live inside the heads of our best customers." – Georgiana Laudi   Join our Anti-PR newsletter where we're keeping a watchful and clever eye on PR trends, PR fails, and interesting news in tech so you don't have to. You're welcome.   Want PR that actually matters? Get 30 minutes of expert advice in a fast-paced, zero-nonsense session from Karla Jo Helms, a veteran Crisis PR and Anti-PR Strategist who knows how to tell your story in the best possible light and get the exposure you need to disrupt your industry. Click here to book your call: https://info.jotopr.com/free-anti-pr-eval   Ways to connect with Georgiana Laudi: LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Twitter: https://twitter.com/ggiiaa Company Website: https://forgetthefunnel.com Company LinkedIn: https://www.linkedin.com/company/forgetthefunnel/     How to get more Disruption/Interruption:  Amazon Music - https://music.amazon.com/podcasts/eccda84d-4d5b-4c52-ba54-7fd8af3cbe87/disruption-interruption Apple Podcast - https://podcasts.apple.com/us/podcast/disruption-interruption/id1581985755 Google Play - https://podcasts.google.com/feed/aHR0cHM6Ly93d3cub21ueWNvbnRlbnQuY29tL2QvcGxheWxpc3QvODE5NjRmY2EtYTQ5OC00NTAyLThjZjktYWI3YzAwMmRiZTM2LzNiZTZiNzJhLWEzODItNDhhNS04MDc5LWFmYTAwMTI2M2FiNi9kZDYzMGE4Mi04ZGI4LTQyMGUtOGNmYi1hZmEwMDEyNjNhZDkvcG9kY2FzdC5yc3M= Spotify - https://open.spotify.com/show/6yGSwcSp8J354awJkCmJlDSee omnystudio.com/listener for privacy information.

In this episode of Women in B2B Marketing, host Jane Serra speaks with Georgiana Laudi, Co-Founder and CEO of Forget the Funnel. Gia shares her career journey and discusses the importance of customer-led growth in B2B marketing. She emphasizes the need for understanding customer experience, conducting regular customer research, and using data to inform marketing strategies. Gia also discusses the concept of product-led sales and growth, and the untapped potential in these areas. Georgiana and Jane discuss:The Concept of Forget the FunnelIntegration of Product Marketing and Customer MarketingThe struggle, evaluation, and growth phasesCustomer-led Measurement and KPIsHow to leverage customer research to inform marketing strategiesThe need for a centralized customer experience mapConverting leads into high LTV customersOpportunities for product-led growthTargeting the right audience for product-led strategiesIdentifying the most appropriate customer experience and growth strategyGetting outside of the marketing bubbleKey Links:Guest: Georgiana Laudi - https://www.linkedin.com/in/georgianalaudi/Host: Jane Serra - https://www.linkedin.com/in/janeserra/ Forget the Funnel - https://forgetthefunnel.com/

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

Questions covered in this episode: 1:25 Opening Question: What led Claire and you to start ‘Forget the Funnel'?3:50 Can you talk a little bit about the book that is derived from your consultancy ‘Forget the Funnel'?9:10 Where do you recommend even starting with customer research?18:53 How you've taken the crawl, walk, run, run approach and learning from these insights what survey or interview methods that you've seen that work best?26:16 How you think about then taking the segments that you're learning from prioritizing some segments versus maybe other segments, and then actually operationalizing that?32:34 Who you think should be the champion of customer life growth internally within a company. Should it be maybe its own independent team? Should it be a part of an existing team?36:50 Can just share one piece of insight that has served you well throughout your product marketing career?Want more insights from Georgiana? Check out her Sharebird Profile.Looking to connect? You can find Georgiana here on LinkedIn.

Die wenigsten SaaS-Anbieter wissen, was ihre Kunden tatsächlich antreibt. Entsprechend schwer fällt es ihnen, effektive Marketingstrategien zu entwerfen. Um dieses Problem zu lösen, hat das US-amerikanische Beratungsunternehmen Forget The Funnel die Customer-led-Growth-Methode entwickelt. In der neuen Folge unseres Podcasts spricht Torsten Herrmann mit Georgiana Laudi, einer der Gründerinnen des Unternehmens, über den Ansatz und die Herausforderungen, die er angeht.Hinweis: Das Interview wird in englischer Sprache geführt.Ihr Host: Torsten HerrmannGastexpertin: Georgiana Laudi, Forget The FunnelSprecher Intro/Outro: Patrick Becker, Synchronstudio LeipzigFolgen Sie uns auf Apple Podcast, Spotify oder per RSS-Feed in Ihrer Lieblings-App, um keine Folge zu verpassen.

In episode 665, Rob Walling chats with Georgiana Laudi, who is the co-author of the new book, Forget the Funnel. They dive deep into key concepts from the book, including specific Jobs-to-be-done interview examples and how to apply these insights to your marketing strategy.They also chat a bit about the process of writing a book. Topics we cover: 2:37 - Gia and Claire's intentional decision to keep the book under 200 pages 5:28 - What size SaaS companies will get the most value from Claire and Gia's new book? 9:49 - The customer-led growth framework 11:29 - Why you shouldn't think in terms of marketing funnels 15:51- Jobs-to-be done interviews 20:27- An approach for founders who are skeptical about customer research and JTBD interviews 25:15- How to use information gathered from customer interviews to inform your marketing strategy 29:47- What was the experience like recording the audiobook? Links from the Show: Claire Suellentrop @clairesuellen I...Read more... »Click the icon below to listen.  

Do you want your SaaS company to experience business growth through customer-led strategies? Look no further because I have the solution. Discover how Georgiana Laudi can help you implement customer-centric growth tactics that drive revenue and success. Another way to say that Implementing customer-led growth drives business growth could be that Prioritizing customer needs and preferences leads to increased profitability and success for businesses. Georgiana Laudi is a seasoned SaaS marketing and growth advisor with over 20 years of experience in the industry. She has successfully helped multiple companies, including Sprout Social, Appcues, Unbounce, and SparkToro, to scale and grow their businesses. As the co-founder and CEO of Forget The Funnel, Georgiana and her partner have developed a customer-led growth framework that has proven effective in helping companies to understand their best customers and how to attract, resonate with, and retain more of them. In addition, her expertise in customer experience mapping has played a crucial role in generating phenomenal revenue growth for the companies she has worked with. Some areas we explore in this episode include: Discover the significance of customer-led growth phases and KPIs in catapulting your SaaS company to success.Uncover the impact of cultivating a deep understanding of customers on achieving long-term, scalable growth.Master the art of jobs-to-be-done interviews to reveal valuable psychological customer insights.Unlock the potential of segmenting your customer base to create profitable and contented groups.Tap into the power of focusing on expansion and high-value customers for exponential revenue growth.Pull together a cross-functional marketing, customer success, and product personnel team to evaluate your customer experience.Determine if you bring the right customer to your business and evaluate their engagement.Measure your customer's engagement in a meaningful way.Focus on building a customer-led growth strategy appropriate for your best customers.Recognize the need for improvement and identify any shifts or changes in your customer base.Use customer experience mapping to identify success milestones and potential growth opportunities.Operationalize the process of helping customers reach their goals and align your team with a deep understanding of your customers.Utilize a content series like Forget the Funnel to help in-house marketers think more strategically and holistically about marketing.Start by deeply understanding your customers, their needs, and the value your solution provides to them.Build a scalable, effective, and highly converting product-led experience by being customer-led first.And much, much more.

On the last episode, I talked with Georgiana Laudi, co-author of Forget the Funnel. And that led to questions around 'what, actually, is the Marketing Funnel"?!So this week, I explain some of the models that marketers use when we talk about Demand Generation.  And talk about the pros and cons of each.I describe the five stages of a typical Marketing Funnel - Awareness, Interest, Consideration, Conversion, and Loyalty; and use the example of Moo's marketing approach to highlight how this can be put into practice.Pirate Metrics were developed specifically for SaaS companies and tech start-ups; and I explain how that compares to the traditional funnel.And I introduce the concept of MQL/SQL - Marketing Qualified Leads and Sales Qualified Leads.Some additional reading on Funnel Marketing:Ahrefs: "Marketing Funnels - Everything You Need to Know"Semrush: "How to Build an Effective Content Marketing Funnel" And Pirate Metrics:The original blogpost from June 2007 by Dave McClureChasm Blog: What Is AARRR Pirate Metrics Framework?

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.

If you've ever wondered if the traditional marketing funnel still makes sense, you're on the same wavelength as Georgiana (Gia) Laudi, co-author of “Forget the Funnel.”Gia would rather talk about Customer Led Growth, an alternate approach - applied particularly to SaaS marketing and recurring revenue models - focused on a deeper understanding of the experience of the “best customers.”On this episode of The Marketing Mix, Gia highlights the shortcomings of some standard marketing strategies including MQL/SQLs and Pirate (AARRR) metrics; and explains how a Customer Led Growth process can provide much deeper insights.We talk about the challenges of developing the right messaging in Founder-led start-ups, as the product evolves and the customer base expands. And how the “Voice of the Customer” process has changed with the use of platforms like G2 and Capterra, but still requires in depth customer interviews. Gia walks through part of the Customer Led Growth process they have developed at Forget the Funnel, including how they select the customers, and the focus on “Jobs to be Done.” She also shares some of her favorite customer questions and insights.If you're intrigued by the conversation, you should check out Gia's book “Forget the Funnel”. 

Georgiana Laudi returns to the show to discuss her new book “Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue.” Let's find out what is a customer-led strategy and how you implement it.Grab a copy of the book here: https://amzn.to/3NElC4w Related content: What goes into implementing product-led growth strategies? https://site.voxpopme.com/product-led-growth/ How to use the Jobs to be Done framework https://site.voxpopme.com/jobs-to-be-done/ How to develop continuous discovery habits https://site.voxpopme.com/how-to-develop-continuous-discovery-habits/

My Catalyst this week is Georgiana Laudi. She is a marketing leader in the SaaS space, and is leading the Customer Led Growth charge. Gia joins me to discuss why we should forget the funnel, the keys to customer led growth, when research goes wrong & what to do about it, and designing for your customer. This episode is brought to you by the Find My Catalyst - GAME Plan. for more information check out the links below. Show Links Forget the Funnel Georgiana on Twitter Find My Catalyst Links Mike on LinkedIn The GAME Plan Thank you - please send questions to podcast@catalystsale.com Please add your ratings and reviews via your favorite podcast player, and share the podcast with anyone you know who is looking for their "catalyst".

Leading marketing at a growing startup feels like a chicken running around with its head cut off. That's exactly what Georgiana (or Gia) Laudi felt like when she was hired as the marketing hire at Unbounce:"We were doing e-courses in e-books and white papers and strategic partnerships and co-marketing campaigns. It was chaos because of the amount of work we were expected to do in a marketing role at a startup!"I was in a similar situation when I joined to lead marketing at a startup many years ago. It often felt like throwing spaghetti at the wall—paid ads, social, content, blog posts, and SEO… There ws a LOT!Luckily Gia and Claire Suellentrope (the co-founders of Forget the Funnel) came up with a solution.After helping startups like Sprout Social, FullStory, Wistia, Appcues, SparkToro, and many dozens more, they came up with the 3-phase Customer-Led Growth framework, which gives marketing teams a systematic, repeatable method to hit ambitious revenue targets.In this Marketing Powerups episode, you'll learn:How a trip to Airbnbs' San Francisco office gave Gia the “Aha!” moment to develop the Customer-Led Growth Framework.The three phases of the Customer-Led Growth Framework.How she helped MeetEdgar's team increase their free-to-paid conversion rate by 40% using the Customer-Led Growth Framework.The one thing Gia wished she had done more early in her marketing career.

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.  

Georgiana Laudi is the co-founder and CEO of a consulting agency called Forget The Funnel, where she helps SaaS companies scale and improve conversion rates through customer-led growth. She's also a marketing and growth advisor to companies like MarketerHire, SparkToro, and Sprout Social. Previously, she was the VP of Marketing at Unbounce and has worked in growth marketing for over 20 years. In today's episode, Gia speaks about how to identify your ideal customer, how to map their user flows in order to find the biggest growth opportunities, and examples of product changes she's recommended that have led to the largest growth unlocks. She shares the exact process she works through with founders to uncover opportunities, as well as how to increase subscriptions and retention for SaaS businesses.Listen now on Apple, Spotify, Google, Overcast, and YouTube.—Find the full transcript here: https://www.lennyspodcast.com/customer-led-growth-georgiana-laudi-forget-the-funnel/#transcript—Where to find Georgiana Laudi:• Twitter: https://twitter.com/ggiiaa• LinkedIn: https://www.linkedin.com/in/georgianalaudi• Website: https://www.forgetthefunnel.com/—Where to find Lenny:• Newsletter: https://www.lennysnewsletter.com• Twitter: https://twitter.com/lennysan• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/—Thank you to our wonderful sponsors for making this episode possible:• Amplitude: https://amplitude.com/• Athletic Greens: https://athleticgreens.com/lenny• Maven: https://www.maven.com/lenny—Referenced:• Project Snow White: https://marker.medium.com/what-seven-years-at-airbnb-taught-me-about-building-a-company-e1d035d49c56#:~:text=middle%2C%20an[…]0White,-was%20one%20of• Startupfest: https://startupfestival.com/for-startups/• Pirate Metrics: https://fourweekmba.com/pirate-metrics/• How Airbnb Proved That Storytelling Is the Most Important Skill in Design: https://www.inc.com/yazin-akkawi/the-surprising-technique-airbnb-uses-to-better-sell-an-experience.html• Jobs to Be Done: https://jtbd.info/• Demand-Side Sales 101: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987• When Coffee and Kale Compete: https://www.amazon.com/When-Coffee-Kale-Compete-products-ebook/dp/B07C7HH662• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005• Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788• Forget the Funnel: https://www.forgetthefunnel.com/customer-led-growth/book• Four Thousand Weeks: Time Management for Mortals: https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/B08XZY5ZF7• Shine Theory: https://www.shinetheory.com/• April Dunford's website: https://www.aprildunford.com/• SparkToro: https://sparktoro.com/ —In this episode, we cover:(04:33) Georgiana's background(07:03) Why funnels are antiquated (08:52) Better positioning and messaging to find the ideal customer(13:59) How Gia was inspired by Airbnb's storytelling(19:23) How to analyze what's successful and what to invest in(21:54) The ideal customer to learn from(26:37) How to choose which customer job to prioritize (32:21) Value moments in the customer relationship(36:45) Applying customer feedback (44:40) Metrics for measuring the customer's meaningful engagement (49:45) What's included in the messaging and positioning guidebook(51:15) Tips for messaging(54:13) Example of a customer job at SparkToro(55:58) What is the Jobs to Be Done framework?(59:50) Lightning round(1:04:18) How Gia manages her time—Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com. Get full access to Lenny's Newsletter at www.lennysnewsletter.com/subscribe

In the episode, we chat with Georgiana Laudi (aka Gia), co-founder of forgetthefunnel.com, about growth. We also discuss some of the myths, truths, and hard truths growth leaders face to take their SaaS to the next level. Some of the topics we touch upon: Why is paying for leads a mistake when you don't know why your existing customers chose you? What does talking to your customers mean? Why is there such an intense addiction to lead acquisition? Is it a positive way to grow? Buying leads vs. fixing the product? Is category creation a good idea? --- Send in a voice message: https://anchor.fm/42-agency/message

We all want our businesses to grow. For that we need customers - and repeat customers for that matter. Jennifer Vogel is joined by Georgiana Laudi, a longtime marketing executive and growth advisor to subscription businesses. She's co-founder at Forget the Funnel where she helps marketers, consultants, startup founders and product managers leverage Customer-Led Growth strategies. She's an exec-level growth strategist and supports scaling SaaS businesses and helps marketing and growth leaders be more effective. Use video surveys to level up your customer understanding: https://bit.ly/38vQMFS Learn more about Forget the Funnel: https://www.forgetthefunnel.com/ --- Send in a voice message: https://anchor.fm/customer-insights-show/message

Technologies come and go, but your customers are forever. So why then is it so common for marketers to build a growth strategy dependant on a single tool? In today's episode of Customer Show, Georgiana Laudi joins Katelyn Bourgoin to share how to think like a customer-led growth marketer. On this episode of Customer Show, Katelyn and Georgiana discuss: The Difference Between Customer-Led Growth and Product-Lead Growth How She Used This Method To Grow Unbounce 900% In Only A Few Years How To Get The Necessary Insights To Become Customer-Led Without Buy-In or Budget Georgiana (Gia) Laudi is the co-founder of Forget The Funnel and is a SaaS marketing & growth strategist. LinkedIn: https://www.linkedin.com/in/georgianalaudi Twitter: https://twitter.com/ggiiaa Forget The Funnel: https://www.forgetthefunnel.com/ -------- Follow Katelyn for daily marketing & buyer psychology insights: https://twitter.com/KateBour Get your free Customer Ranking Calculator: https://customercamp.co/calculator

Georgiana Laudi is a SaaS growth advisor and marketing executive. She’s a strategic advisor at Elevate where she helps high-growth SaaS companies scale, and the co-founder of Forget the Funnel which helps SaaS marketing and growth leaders build customer-led strategies that result in revenue-generating outcomes. Before that, Georgiana was the former VP of Marketing at Unbounce and has nearly two decades of experience in marketing and growth, from early-stage startups to big brands like Yellow Pages and AskMen. We talk to Georgiana on what constitutes customer-led growth and the mindset shift required from subscription business leaders to operationalize it.

In this episode, you will learn how to set up a one-year strategic marketing plan and lead your team to success. My guest today is Kevan Lee, the Director of Marketing at Buffer. Tune in to hear us discuss your big picture gameplan, how to lead a team effectively, and Kevan's personal career path. He reveals insight into the transition from content writing to strategy and what happened when he tried to take marketing shortcuts in the past. We covered: The difference between your company vision vs. strategy How Kevan created Buffer’s one-year strategic marketing plan Why step one of a marketing strategy starts with your purpose The powerful vision framework exercise for creating goals Which marketing channel is the number one driver for new signups How to determine which projects are your first priority Why marketers today should become multiskilled generalists Resources: Buffer Simplified One Page Strategic Plan for Every Team by David Cummings Vision Framework by Jim Collins The Art of Possibility: Transforming Professional and Personal Life Traction: Get a Grip on Your Business by Gino Wickman Reforge: Growth Programs for Experienced Anything You Want: 40 Lessons for a New Kind of Entrepreneur by Derek Sivers Forget the Funnel by Georgiana Laudi and Claire Suellentrop KevanLee.com @KevanLee on Twitter Kevan on LinkedIn Mark Ritson: 4 Steps to Creating a Rock-Solid Marketing Strategy

Today on the show we have Georgiana Laudi, Co-Founder of Forget the Funnel.In this episode, we talked about how Georgiana decided to focus on SaaS and build Forget the Funnel, the type of work they do for their clients, and how they evaluate the health of their client’s business to identify where there’s an opportunity for growth. We also discussed The “Jobs to be done” framework, their process, how they set up, and conduct surveys in order to pull out what the customer’s jobs to be done are, and lastly, we talked about customer experience mapping. As usual, I'm excited to hear what you think of this episode, and if you have any feedback, I would love to hear from you. You can email me directly on Andrew@churn.fm. Don't forget to follow us on Twitter.

Marketing at a Software-as-a-Service (SaaS) startup isn’t easy. Usually you’re short on budget, given dozens of responsibilities with only a handful of teammates. But that hasn’t stopped some of the leanest organizations grow to multi-million dollar brands. Today I’m chatting with Georgiana Laudi who has helped many SaaS businesses grow from one employee to thousands. In this episode we chat through 8 hacks every SaaS marketer can test out and apply. Link to Forget the Funnel: https://forgetthefunnel.com/ Sign up to the mailing list: https://bit.ly/2UYDMCP

While leading marketing for a marketing-led SaaS company, today’s guest discovered customer-led growth. From there, she used the approach to grow revenue by almost 900 percent! In this episode, Georgiana Laudi talked about product-led growth as well as customer-led growth. Georgiana is a seasoned strategic and growth advisor and marketing executive. She is also the co-founder of Forget the Funnel. In this episode, Georgiana differentiated sales-led from product-led, defined what product-led growth is for her, and shared her thoughts on pricing and its impact, among many others. Show Notes [00:43] What got her to where she is today [07:08] Why some companies are defined as engineering-led [10:15] What product-led growth is for her [14:55] Difference between sales-led and marketing-led [21:44] Types of companies that fits best for different market strategies [27:19] The main barriers she sees for those who are trying product-led growth [36:46] How to figure out the success metric [42:41] One piece of advice for companies who would like to become more customer-led [45:55] Her thoughts on pricing and its impact on the company [47:55] Best place to find her About Georgiana Laudi Georgiana Laudi is a marketing executive and strategic and growth advisor. She is also the co-founder of Forget the Funnel, a company that focuses on executive level growth strategy and support for scaling SaaS businesses. They also help growth and marketing leaders to become more effective through their workshops and trainings. Some of the multi-million dollar SaaS companies they’ve helped include Unbounce, SparkToro, Appcues, MeetEdgar, Saasler, and Calendly. Links HubspotMarketoStripeWordStreamWebsite GraderUnbounceJobs-to-be-Done Theory Profile Forget the FunnelGeorgiana Laudi on LinkedInGeorgiana Laudi on Twitter

Hello everyone & welcome to the Tech Thinking Aloud Podcast. Each episode, we bring tech articles to life by reading them aloud and discussing their importance to the tech community and the world. We're your hosts, Heather & Jim O'Neill. Today's article is Why Successful SaaS Startups Fumble and Fail to Scale by Georgiana Laudi and it's featured on Medium. ----- Get in touch with Gia Forget the Funnel Hey Elevate Connect with us podcast@pixelsforhumans.com

The Anatomy of a Strategy podcast is back! After a short end of summer break, we are back with a slew of new episodes and an amazing lineup of industry expert guests.  This week, we welcome Georgiana Laudi. Georgiana is a SaaS Marketing & Growth Advisor. She’s been guiding brands, products and campaigns to life online for 20 years. working with big brands and early-stage startups, but her true sweet spot for the last 10 years has been helping high-growth SaaS companies scale.  She runs Elevate where she and her co-founder offer exec-level growth strategy & support to scaling Software-as-a-Service businesses She also co-hosts Forget The Funnel which provides weekly workshops and training for SaaS marketers with new video workshops each week, a library of tools & templates used by experts in the tech marketing space, and a comprehensive training program. Topics that we discussed during in the podcast:  What is SaaS, and how is it differ from B2B marketing? [4:50] Who are the audience/buyers for SaaS?[13:14] The SaaS buyer’s journey [17:30] Value realization in SaaS [29:55] What growth marketers are trying to affect with their tactics [40:23] Customer experience mapping [44:35] Show notes: What is Jobs To Be Done (JTBD)  Growth Hackers: AMA with Merci Grace, former Head of Growth at Slack You can follow Georgiana Laudi on Twitter at @ggiiaa, sign-up for her free SaaS Marketing Forget The Funnel video workshop series or her personal site where she can be booked for 1-hour strategy calls - Thanks for listening, we hope you enjoyed this episode. Make sure to follow Tara at @missrogue & Carlos @carlospache_co.  You can also check out Tara's YouTube channel; it has over 200 videos on digital strategy and online audience building.  Truly Inc. is a digital strategy and insights agency based in Toronto, Canada. Visit our website: https://trulyinc.com.  Anatomy of a Strategy podcast is recorded in Toronto, Canada in the offices of Truly Inc. Produced by Carlos Pacheco and Tara Hunt. Podcast editing by Joe Pacheco.

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.

Join Georgiana Laudi and I as we discuss the nuances of "product-market fit", her early days at Unbounce where she helped grow the marketing team from 1 to 35, and how you should be investing your time and money to get the most out of your early-stage 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/)

In the sixth episode of Conversations with Quuu Season 2, Lucia Fontaina-Powell chats to SaaS Marketing & Growth Advisor and Founder Georgiana Laudi about: - How Twitter introduced her to a career in SaaS marketing - What it’s really like to work at an early stage tech startup - The mistakes she sees tech founders making time and time again in their marketing - Why and how early or mid career marketers should make space for strategic thinking - Her personal relationship with work-life balance - Why she’s excited about the state of diversity in tech Where to follow Georgiana: Twitter: @ggiiaa Forget The Funnel: https://forgetthefunnel.com A Better CX: https://abettercx.com

On this week’s show, we spoke with Georgiana Laudi, Founder @ A Better CX. Gia has been bringing brands, products and campaigns to life for 15 years. As an early employee and the VP of Marketing at Unbounce, she helped grow revenue by 900% in her first 3 years, scale her team from 1 to 35, and go from under $1M to $15.6M in ARR without any major funding. As a strategic advisor at her company A Better CX, she helps high-growth SaaS companies scale their marketing, invest in their team, and drive serious business results. She also runs Forget the Funnel, an online workshop series that helps early-career SaaS marketers become respected leaders.   On the show, we spoke about: How she started her career in digital marketing Joining a high growth startup and the lessons she learned Developing a skill set in SAAS Customer experience is not user experience Her new strategic advisory firm, A Better CX   Gia is rare world class expert in SAAS marketing. Listening to her talk made me realize how much this field has progressed. I hope that you enjoy the conversation.   Let us know what you think. What types of guests would like to see on the show? What topics interest you the most? Send me your thoughts at nectar@thepnr.com   Subscribe to iTunes here | Subscribe to Google Play here

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.

The former VP of Marketing at Unbounce shares 15 years of marketing experience and her inspiration for giving it all away. Check out Laudi's free weekly workshops for SaaS marketers, Forget the Funnel, here: https://forgetthefunnel.com/for-ground-up/

This week the Bowery Capital team hosts Georgiana Laudi, the VP of Marketing at Unbounce, to talk about how to build a customer focused content strategy. Unbounce allows users to build, publish, and A/B test high-converting mobile-responsive landing pages for their campaigns without relying on technical teams. In our podcast, Georgiana and I discuss what a customer focused content strategy encompasses, what types of content a company should consider, and how to think about distribution channels early on. She speaks about knowing what will resonate with the audiences you are trying to reach, and whether it makes sense to source content internally or externally. We also dig in on determining the value of your content, and some methods for tracking overall results. Finally, Georgiana takes us through what has worked for her at Unbounce, and some content she has been pleasantly surprised by. Listen here, learn more below, and make sure to subscribe for a new episode every Friday! Georgiana is the VP of Marketing at Unbounce, one of Canada’s fastest growing startups. Her team more than doubled acquisition, contributing to the doubling of revenue for the company in it’s third year. Prior to joining Unbounce in February 2012, she helped startups and companies like Yellow Pages, AskMen, PartyMart and Sierra Eco launch products and marketing campaigns as a consultant. She also led a fiercely growing community and monthly educational events devoted to inspiring and empowering women in tech. She began her marketing career in 2003 with Search and Internet Advertising, quickly developed copywriting skills, mastered Social and Content Marketing, and most recently A/B Testing and Conversion Rate Optimization. She has worked with Ecommerce, SaaS, brick & mortar, tech startups, retail and wholesale businesses, for both B2B and B2C markets. She holds a Bachelor of Arts in Communications from Concordia University. For more podcast episodes from the Bowery Capital Startup Sales Podcast, go here.

This week the Bowery Capital team hosts Georgiana Laudi, the VP of Marketing at Unbounce, to talk about how to build a customer focused content strategy. Unbounce allows users to build, publish, and A/B test high-converting mobile-responsive landing pages for their campaigns without relying on technical teams. In our podcast, Georgiana and I discuss what a customer focused content strategy encompasses, what types of content a company should consider, and how to think about distribution channels early on. She speaks about knowing what will resonate with the audiences you are trying to reach, and whether it makes sense to source content internally or externally. We also dig in on determining the value of your content, and some methods for tracking overall results. Finally, Georgiana takes us through what has worked for her at Unbounce, and some content she has been pleasantly surprised by. Listen here, learn more below, and make sure to subscribe for a new episode every Friday! Georgiana is the VP of Marketing at Unbounce, one of Canada’s fastest growing startups. Her team more than doubled acquisition, contributing to the doubling of revenue for the company in it’s third year. Prior to joining Unbounce in February 2012, she helped startups and companies like Yellow Pages, AskMen, PartyMart and Sierra Eco launch products and marketing campaigns as a consultant. She also led a fiercely growing community and monthly educational events devoted to inspiring and empowering women in tech. She began her marketing career in 2003 with Search and Internet Advertising, quickly developed copywriting skills, mastered Social and Content Marketing, and most recently A/B Testing and Conversion Rate Optimization. She has worked with Ecommerce, SaaS, brick & mortar, tech startups, retail and wholesale businesses, for both B2B and B2C markets. She holds a Bachelor of Arts in Communications from Concordia University. For more podcast episodes from the Bowery Capital Startup Sales Podcast, go here.

Imagine being the only marketer on the team at a budding startup. You need to know the best practices for all sorts of campaigns: paid, content, social, email, partnerships… the list goes on. What's more, you're responsible for both strategy and execution (no matter how brilliant you are, there are only 24 hours in a day... and fewer if you want to, y'know, sleep). That's a lot of hats to wear. Sound like a nightmare? Well, it was the reality for Georgiana Laudi back when Unbounce was just a baby company. Today, she is the VP of Marketing and has watched the department grow to have more than 30 employees. And while the role was surely stressful (wearing a lot of hats can make you look goofy), Gia's hands-in-everything position taught her a lot about being a marketer and a manager.

Imagine being the only marketer on the team at a budding startup. You need to know the best practices for all sorts of campaigns: paid, content, social, email, partnerships… the list goes on. What's more, you're responsible for both strategy and execution (no matter how brilliant you are, there are only 24 hours in a day... and fewer if you want to, y'know, sleep). That's a lot of hats to wear. Sound like a nightmare? Well, it was the reality for Georgiana Laudi back when Unbounce was just a baby company. Today, she is the VP of Marketing and has watched the department grow to have more than 30 employees. And while the role was surely stressful (wearing a lot of hats can make you look goofy), Gia's hands-in-everything position taught her a lot about being a marketer and a manager.