Building With Buyers: Startup Marketing and Growth Fueled By Customers

Okay, it's time we discussed customer case studies. Like really discussed them. So I invited Em Thomas to join me, she's founder of StackCat Content (full-stack case study services for B2B SaaS companies).Here’s what we cover:What do the worst case studies have in common;What about the best case studies;How to structure customer calls to pull out the right info for case studies;What format performs best;How to create case studies that sell;Companies that do this well;Em asks me her burning question.Em on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/imemthomasStackCat Content: ⁠www.stackcatcontent.comFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Sandhya Simhan is Head of Customer & Growth Marketing at Glean. What's Glean? Work AI for all. Give every employee an AI Assistant and Agents that put your company’s knowledge to work. Glean has exploded, and their customers play a big part. Series F, $150M raised, $7.2B valuation, 850+ people. Here’s what we cover:Tell me about your team, especially Customer Marketing;What are your goals for this year;How do you incorporate customers as part of Glean’s growth efforts;So much success, but what’s hard right now;Tips if you’re applying to an AI-focused startup;Where are you placing big bets in 2025.Sandhya on LinkedIn: www.linkedin.com/in/sandhyasimhan⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Glean: www.glean.com⁠⁠For 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Teryn Thomas is Founder and CEO at EdLight. EdLight is your AI Math Co-Teacher, they're Seed funded. I worked with the EdLight team using the Customer Insights Roadmap process which included customer research, insights, positioning, messaging, competitor analysis, GTM strategy, website, social channels, sales emails, and conference materials.I’m doing a bit of my own customer research with this unique episode.Here’s what we cover:How’s it going for you guys since we worked together;How were you feeling before we started working together;Why did you go with me;Now that we’ve worked together what was the stand out moment for you;What’s been the impact of our working together.Teryn on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/teryn-thomas-a00b51145EdLight: www.edlight.comFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Foti Panagiotakopoulos is Founder at GrowthMentor. GrowthMentor helps you get unstuck quickly with 1:1 advice from vetted startup mentors. Growth is tough, and sometimes you just want to talk to someone.I’ve been mentoring on GrowthMentor since 2022 and have recently started using it as a mentee as well.Here’s what we cover:How you incorporate customers as part of growth efforts;Insights from talking to people that are on the fence;How adding friction actually strengthens human connection;What is Growth Journalism;What’s working well;What’s hard right now;Where are you placing big bets this year;Foti asks me his burning question.Foti on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/fotis-panagioGrowthMentor: app.growthmentor.com⁠For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Brendan Hufford is Founder at Growth Sprints where he helps take SaaS companies from $10M to $100M ARR using the SaaS Growth Sprint Framework. Brendan is also a Navattic advisor and that's how we met. He has 4 kids which is double what I have so already a ton of respect.Here’s what we cover:Simon Sinek and AI ramblings (oh so good);What's different with SEO today and how Brendan helps companies navigate with success;Companies that incorporate customers as part of their growth;You find your brand in the pattern of what your best customers say when they’re pissed, proud, or paying (LinkedIn post);Anna asks Brendan her burning question.Brendan on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/brendanhufford Growth Sprints: growthsprints.co⁠For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Hey builders, it's Anna! This BONUS episode is a focused growth clinic for Georgia Austin, Founder & CEO at Wordbrew. Wordbrew makes it simple for teams to create unique content with expert insights. They have 20 paying customers.In our last episode, Georgia talked about her main challenges: positioning, packaging, distributing, lean team, small budget, and limited manpower for posting on LinkedIn. I'm going to try to help.For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Georgia Austin is Founder and CEO at Wordbrew. Wordbrew makes it simple for teams to create unique content with expert insights. Collaborate with experts on the platform (and AI) to create unique content at scale. They have 20 paying customers at the moment.How I met Georgia: she reached out to me on LinkedIn to see if I could help them with something as they're building their product and of course I was excited to help.Here’s what we cover:Give me your best customer’s Wordbrew use case;What’s unique about your customer superfans;How do you incorporate customers as part of your growth efforts;Georgia asks me her burning question which I will answer in a BONUS episode Friday.Georgia on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/georgiaaustin Wordbrew: wordbrew.com The post that went viral mentioned in the episodeFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

It's my birthday week and I'm droppin' an episode where I explore my career, why I went solo, on landing my first client, on noticing the seasons after leaving corporate, solo business ups & downs, adapting to market shifts, turning perspectives into sales momentum, future goals and reflections, what would be my last meal, and more. I recorded this episode with Nick Bennett on his podcast 1,000 Routes. This is my route, one route out of many, and I hope you'll tune in.For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Amanda Natividad (VP of Marketing at SparkToro) asked me her burning question in this week's episode and I do my best to answer it. Also check out Jeremy Enns, he's Founder of Podcast Marketing Academy and he knows his podcast creation and growth stuff.Jeremy Enns on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/jeremy-ennsFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

Amanda Natividad is VP of Marketing at SparkToro. SparkToro is a free-to-try market research & audience intelligence tool. Been a big fan of Amanda and Rand Fishkin (Co-Founder and CEO) for a while.Founders like to hide behind their products, but the thing that makes you unique is not your product. There are so many companies solving the same problem you’re solving, and they have customers too. The thing that makes you unique is your superfan customers. That’s your moat. And you need to know your customers beyond just the product you're building that they're using. This ties into the broader idea of audience research.Here’s what we cover:Audience Research versus Customer Research;In what ways do you leverage customers as part of your growth efforts at SparkToro;Asking your customers for favors;Why are companies not doing audience research;Amanda's new podcast “Meme Team”;Amanda asks me her burning question which I will answer in a BONUS episode Friday.Amanda on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/amandanatSparkToro: ⁠⁠⁠⁠sparktoro.comSparkTogether Event: sparktoro.com/sparktogetherFor more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, let me know what episodes you've listened 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/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com