Customer-Led Growth in SaaS Marketing

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 Twitter
• Georgiana Laudi @ggiiaa) I Twitter
• Forget the Funnel: A Customer-Led Approach for Driving Predictable, Recurring Revenue 
• MicroConf Youtube Channel

If you have questions about starting or scaling a software business that you’d like for us to cover, please submit your question for an upcoming episode. We’d love to hear from you.

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