Building With Buyers: Startup Marketing and Growth Fueled By Customers

Anna Furmanov
  • 4.8(28개의 평가)
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You're a startup founder. You think your product is amazing and feel like more people should be buying. But the road is long and slow. It feels like you're stuck. There's always one thing I ask: have you talked to your customers? This is a show about startup growth that explores the role that customers play in helping startups build to their next round. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

  1. 2일 전

    260 - How Gamification In Customer Marketing Is Evolving (Mark Huber, VP Marketing at UserEvidence)

    Mark Huber is VP of Marketing at UserEvidence. UserEvidence is a Customer Evidence Platform that lets you collect feedback, curate success stories, and create content that credibly proves the value of your product. Don’t beg for case studies. Get customer proof at scale. Mark and I are both Navattic advisors. Here’s what we cover: Tell me about your team, what’s everyone doing; Tell me about how your positioning and messaging has changed, and how it’s landing; How’d you get the entire company marching to the same beat; How do you incorporate customers as part of UserEvidence’s growth efforts; How’re you using AI in your role, what scares you, what are you hopeful about; Mark asks me his burning question. Mark on LinkedIn: www.linkedin.com/in/markehuber UserEvidence: userevidence.com Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠ Newsletter: ⁠One Insight

    51분

  2. 10월 22일

    259 - Former Therapist: How To Unravel The Emotion Behind Purchase Decisions (Your Buyers Aren't Logical)

    This is a geeking out episode. If you love customer research as much as I do and know how important it is for marketing and business growth, this is the episode you'll want to hear. Hannah Shamji is a former Therapist and now Consumer Psychology Researcher. Hannah digs deep to uncover the emotional and psychological reasons your customers buy, stay, or leave in order to help inform retention, engagement, or positioning challenges. Here’s what we cover: Focus of your work these days; How're you using AI as part of your work; In research conversations, how to peel back the layers beyond logical answers, in order to go deeper on the emotional and political stuff; The worst customer interview you’ve ever done; How do you know something is an insight; An example of turning insights into action; Hannah asks me her burning question. Hannah on LinkedIn: ⁠www.linkedin.com/in/hannahshamji For more content, subscribe to Building With Buyers on Apple or Spotify or wherever, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠ Newsletter: ⁠⁠One Insight

    50분

  3. 10월 15일

    258 - Finding Purpose In An AI-Changed World (Mark Schaefer, Futurist)

    Mark Schaefer is keynote speaker, university educator, futurist, and bestselling author of books like Marketing Rebellion, Audacious, and most recently How AI Changes Your Customers. Mark also joined me a couple years ago, listen to Ep. 132: How AI Is Changing Marketing Forever & Why Creativity Matters More. Here’s what we cover: What’s changing with our customers, and how do we change alongside them; What scares you most about AI; What makes you hopeful; Why curiosity matters now more than ever; Where are you finding purpose and where can marketers find purpose at a time when we’re kinda lost; Why awkwardness is a brand superpower; The 3 questions we should be asking to guide our company's next chapter. Mark on LinkedIn: www.linkedin.com/in/markwschaefer Mark's website: businessesgrow.com For more content, subscribe to Building With Buyers on Apple or Spotify or wherever, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠ Newsletter: ⁠One Insight

    52분

  4. 10월 8일

    257 - Customer Insights Roadmap: How A Strong Customer Foundation Aligns Your Team & Strategy

    After 5+ years working with early and growth stage companies, I created the Customer Insights Roadmap, a 4-phase process that helps founders/CEOs and their teams understand their customers deeply, translate those insights into clear and compelling positioning and messaging, and then scale growth in a way that works for your specific target buyer. It’s the exact process I take my clients through and it all starts with the hard work: real conversations with your customers. We run this program and it's not uncommon to see faster sales cycles and even 4X closed won deals. Read about the Customer Insights Roadmap: furmanovmarketing.com/blog/customer-insights-roadmap Read more about the Content Strategy Canvas: furmanovmarketing.com/blog/content-strategy For more content, subscribe to Building With Buyers wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠ One Insight newsletter: ⁠⁠Subscribe⁠

    22분

  5. 10월 1일

    256 - Customer Marketing Is Your Hidden Growth Lever (Holly Higgins, Customer Marketing at Nectar)

    So ya know how I’m exploring the role that customers play in helping companies build to their next level of growth? My goal is to invite on more superstar customer marketers and this episode is no exception. Why such an obsession with customer marketing? people don’t stop to consider how important their customers are; we always seem to be chasing net new; trust is peer-led and most growth (still) comes from referrals, word of mouth, and bottom-up adoption; your customers are your moat because they are unique to you; you're probably doing some of this, it's just not officially in your business strategy (it should be). Holly Higgins is Sr. Customer Marketing Manager at Nectar. Nectar is an employee recognition & rewards platform for companies investing in culture. $58.7M in funding. 245 people. Here’s what we cover: Holly's responsibilities and goals; How do you incorporate customers as part of your growth efforts; Gamifying customer engagement; How you use AI in your role; How AI makes you and me more human; Holly asks me her burning question. Holly on LinkedIn: ⁠www.linkedin.com/in/holly-higgins-28841a1b7 Nectar: nectarhr.com⁠⁠⁠⁠⁠⁠ For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠ Newsletter: One Insight

    48분

  6. 9월 24일

    255 - How Customer Advocacy Programs Can Significantly Influence Your Market Success

    I reached out to Denny Hollick on GrowthMentor as a mentee. Denny was a good match because I wanted to ask him some questions I’ve had for a while around customer marketing and customer advocacy. Yes, most people agree that understanding customer needs can transform product development, but what’s often overlooked is how customer advocates can significantly influence your market success and GTM plan's impact. Denny is Head of Product Marketing at Puzzle. Prior, he held marketing leadership roles at Minerva, Kajabi, Unbounce, and Wealthbar (acquired in 2018). Here’s what we cover: Why customer advocacy is crucial for startup growth; How building relationships with customers can lead to advocacy; Examples of customer advocacy programs; Effective customer marketing requires collaboration between teams; Startups should invest in customer advocacy programs early; Creating a customer advisory board is probably the easiest step one; Customers want to feel valued and recognized, how can you make that happen; How successful advocacy programs turn customers into partners. Denny on LinkedIn: www.linkedin.com/in/dhollick For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠ One Insight newsletter: ⁠Subscribe

    21분

  7. 9월 17일

    254 - How To Create A State Of The X Report (Should You?)

    Lately, I’ve been intrigued by “State of The” reports. Many of them are examples of what good content looks like. Tommy Walker created his State of (Dis)Content report so naturally I wanted to learn exactly how he did it. Tommy is founder at The Content Studio. The Content Studio is a content marketing consultancy focused on creating, developing, and improving content programs for growth-stage B2B startups and enterprises. Here’s what we cover: What's your approach to creating really good content; The problem with good enough content; The problem with perfectionism; Walk me through the steps you took to create The State Of (Dis)Content; How does this report tie directly into the sales process. Tommy on LinkedIn: linkedin.com/in/tommyismyname The Content Studio: www.thecontentstudio.com The State Of (Dis)Content: ⁠www.thecontentstudio.com/the-state-of-discontent For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠ One Insight newsletter: Subscribe

    44분

  8. 9월 10일

    253 - What Is A Useful Customer Insight?

    Shoshana Kordova joined me to talk about some of my favorite customer research and insights topics, she's founder of Peel Product Marketing and 3X founding product marketer with over a decade of journalism experience. Here’s what we cover: How does your journalism background help you with customer research; There are many Product Marketers, how do you differentiate; How do you know something is a true customer insight; How do you turn insights into action; What’s the biggest challenge for companies you’re working with right now. Shoshana on LinkedIn: www.linkedin.com/in/shoshana-kordova  Peel Product Marketing: https://app.assetmule.ai/vVFtTvys  Check out her customer insights playbook: https://jetpack.productivepmm.com For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you're into, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter. Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠

    28분
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4.8
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You're a startup founder. You think your product is amazing and feel like more people should be buying. But the road is long and slow. It feels like you're stuck. There's always one thing I ask: have you talked to your customers? This is a show about startup growth that explores the role that customers play in helping startups build to their next round. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

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