The Work Item - Real Talk on Tech's Toughest Career Choices #86 - The Only Real Way To Know Is To Talk To People - Asia Orangio (CEO, DemandMaven)
Dec 20, 2024
Asia Orangio, CEO of DemandMaven, shares her journey from marketer to founder, emphasizing a data-driven yet empathetic approach to growth. She discusses common mistakes that SaaS founders make and the importance of understanding customer insights. The conversation delves into the pitfalls of corporate growth strategies, the challenges of freemium models for bootstrap founders, and the necessity of merging quantitative data with human insights. Asia also highlights the iterative nature of effective growth strategies, encouraging a holistic view of business development.
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SaaS Growth Levers
- SaaS growth involves acquisition, activation, expansion, retention, and monetization.
- Founders often focus on acquisition (sales and marketing) but overlook other growth levers.
From Marketing to Growth
- Asia Orangio's initial marketing efforts revealed that some companies struggled with conversion and retention, despite increased leads.
- This led her to focus on a more holistic growth approach.
Layoffs to Launch
- Asia Orangio's transition to entrepreneurship was prompted by layoffs, not a proactive decision.
- This experience, coupled with mentorship, led her to found DemandMaven.