Building With Buyers: Startup Marketing and Growth Fueled By Customers

Anna Furmanov
  • 4.8 (28)
  • MARKETING
  • UPDATED WEEKLY

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 that explores the role that customers play in helping companies build to their next level of growth. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

  1. 1D AGO

    270 - How AI Is Transforming Customer Research (Caitlin Sullivan)

    I know, I know. Season 5 wrapped up. But I couldn't help myself. Caitlin Sullivan is an expert in AI for Customer Research. She trains growth-ready product & design teams to know their customers faster. Clients include YouTube, Spotify, Ramp, Meta, and Canva. Here’s what we covered: 00:00 Introduction to AI in Customer Research 03:41 The Shift in AI Usage for Customer Research 09:25 Building Systems for Effective Research 12:59 Challenges with AI Insights 17:55 Completeness in Research with AI 21:17 Common Mistakes in Customer Research 25:01 Emotional Nuances in Research & Why they're important 27:08 Understanding AI's Interpretation of Emotions 29:46 The Role of Human Insight in AI Training 32:25 AI as a Co-Pilot and The Importance of Collaboration 35:37 Catching AI Errors 38:30 The Necessity of Human Involvement in Research 39:55 Balancing AI and Human Decision-Making 45:02 Knowing When You Have Enough Data To Stop And Decide 46:44 Favorite Tools for Research and Analysis 50:00 Caitlin asks me her burning question which I will answer in a separate BONUS episode Caitlin on LinkedIn: www.linkedin.com/in/caitlindsullivan AI Analysis for PMs course: https://maven.com/caitlin/ai-analysis-pms Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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

    57 min

  2. 12/24/2025

    269 - Season 5 Wrap Up!

    Thanks for being here, for listening, for collaborating, thanks for sharing episodes with others, for sharing stuff with me - when people DM me on LI with their fave episodes - for leaving a review, thank you for all of it. Here's the link to the article "35 Creative Customer Marketing Plays". Wishing you a warm + connected holiday season and positive, fresh beginnings for 2026. Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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

    2 min

  3. 12/19/2025 · BONUS

    268 - BONUS Marketing: What Worked 2025 + Big Bets 2026

    To wrap the year, my client Navattic invited nine of their marketing advisors (including me!) for an open panel on what’s working and what’s worn out from 2025, and where we're placing big bets for 2026. ~300 ppl registered. A few highlights - Worn out: Being a part of every over-saturated channel. AI hype. Talking about how SEO traffic is “collapsing.” Instead, focus on channels where you are the only one (like self-hosted events), thoughtfully using AI tools instead of from pressure, and recognizing that traffic is no longer the best way to measure trust. What we're keeping for 2026: Pipeline acceleration campaigns (instead of just acquisition).Customer marketing as a strategic growth strategy.Bespoke events that attendees want to post photos of on social. Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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

    1h 2m

  4. 12/17/2025

    267 - Creating Customers for Life: Reimagining Customer Marketing (Kevin Lau, Freshworks)

    Everyone's been telling me "you gotta talk to Kevin!" Kevin Lau is VP Global Customer Marketing at Freshworks. Freshworks provides AI-assisted IT and customer service software to 75k+ companies. 9,500+ employees, IPO’d back in 2021. Here’s what we cover: 01:58 Why Customer Relationships are so important especially going into next year 05:40 The Customer Marketing Team at Freshworks 09:02 Redefining Customer Marketing at Freshworks (more than just advocacy) 12:56 Collaboration Between Customer and Product Marketing 16:48 Voice of Customer and ongoing Feedback Mechanisms 27:58 The Importance of Customer Marketing & why companies that focus on Net New are already behind 31:10 Most Creative Customer Marketing Plays 37:24 Building Customer Engagement Programs from scratch 39:42 Measuring the Impact of Customer Marketing 43:08 Using AI in Customer Marketing 50:46 Hopes, fears, future outlook on AI and Customer Marketing (it's not all bad) Kevin on LinkedIn: ⁠www.linkedin.com/in/kevinkennethlau Freshworks: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.freshworks.com Subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, message me what you're listening to, 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

    53 min

  5. 12/10/2025

    266 - How To Turn Customer Marketing Into Your Strategic Advantage (Melanie Paddock, Gainsight)

    Melanie Paddock is Sr. Manager, Customer Marketing & Advocacy at Gainsight. Gainsight is the world’s leading Customer Success platform. 1,100 ppl, $156M+ total funding, Series E. Here’s what we cover: 02:48 The Importance of Customer Love 05:34 Building an Advocacy Program from Scratch 08:24 Gamification and Customer Engagement 11:16 Creating a Community for your Advocates 14:20 Leveraging Customer Proof for Sales 17:08 Top Challenges in Customer Marketing 19:57 Building deep Relationships with Customers is such an opportunity 22:41 Avoiding Transactional Relationships in Customer Marketing 23:31 How to build trust 29:08 Transforming Customer Marketing into your Strategic Advantage, not a "nice to have" 29:24 The Role of Customer Research in Marketing 34:30 Leveraging AI in Customer Marketing 43:59 Melanie asks me her burning question (HINT: the future of customer marketing + the impact of AI) Melanie on LinkedIn: www.linkedin.com/in/melaniepaddock Gainsight: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.gainsight.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

    45 min

  6. 12/03/2025

    265 - Dear B2B CMOs: Customer Love Is The Strategy (Shannon Howard, Intellum)

    Shannon Howard is Senior Director of Customer & Content Marketing at Intellum. Intellum is AI transformation for enterprise learning. $25M in funding, 139 people. Here’s what we cover: 05:35 Shannon shares some Creative Customer Marketing Strategies 08:41 Building the Foundation for Customer Marketing 11:09 The Role of Data in Customer Marketing 14:00 Surprise and Delight 16:49 Empowering Customers Through Recognition 19:57 Segmentation and Personalization in Marketing 22:33 B2B vs B2C Marketing Dynamics 26:28 Why Customer Marketing is often overlooked by CMOs 30:00 Customer Marketing Strategies to put in your back pocket 33:17 The Role of Customer Research & Shannon's take 37:12 The Impact of AI on Customer Insights 50:38 Shannon asks Anna her burning question Shannon on LinkedIn: linkedin.com/in/shannonlagassehoward Intellum: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.intellum.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

    56 min

  7. 11/26/2025

    264 - What My Clients Taught Me This Year

    If you're in the US, Happy Thanksgiving. When I look back at 2025, one thing is very clear: my clients taught me more than any book, course, or conference ever could. Here are the six lessons I learned from the leaders I worked with this year. 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

    5 min

  8. 11/19/2025

    263 - The Customer Hero Mindset Shift (Aditya Vempaty, MoEngage)

    Aditya Vempaty is VP of Marketing at MoEngage. MoEngage is a consumer engagement platform used by 1350+ consumer brands globally. $180M funding, 869 ppl. Here’s what we cover: 02:46 Team Structure and Regional Dynamics - including why one PMM reports under the CEO 05:33 Steering the Ship & Gaining Buy-In for Strategic Initiatives 11:10 The Role of Customer Feedback in Marketing 13:48 Repositioning MoEngage in a Changing Market 16:32 Navigating AI in Customer Engagement 19:33 Positioning and Storytelling Across Regions 26:52 Cultural Nuances in Storytelling e.g. India versus US 28:07 The Importance of CEO Buy-In 30:43 Customers as your Heroes and why that's such an important mindset shift 43:47 The Nuances of AI in Marketing - Aditya's hot take Aditya on LinkedIn: ⁠⁠linkedin.com/in/adityavempaty MoEngage: ⁠⁠⁠⁠www.moengage.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

    48 min
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4.8
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About

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 that explores the role that customers play in helping companies build to their next level of growth. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

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