What a cool company! I recently spoke with Mitch Wainer, Co-Founder and CMO at Welcome Homes. Prior to Welcome Homes, Mitch was CMO at Clubhouse (renamed to Shortcut, a Series B SaaS startup), CMO and Co-Founder at DigitalOcean, and he's also a Techstars alum. Welcome Homes was founded in 2020, has 49 people, and is based out of New York. They've raised Seed funding ($5.4M). Order your dream home, online! Build the home you want, where you want for a guaranteed, all-in price. Right now it's available in the NY metro area, with more cities coming soon. Here's what we hit on: Mitch's 2022 Marketing Plan - budget, channels, content and resources; Online AND offline channels; Paid is faster, sure, but here's why you need to invest in organic from Day 1 (HINT: it takes time, the content compounds, and your audience grows); Why it's important to have reps and sets on a daily basis; The content we're leaning into (HINT: create value without asking for anything); The last 1-2 really good, creative marketing ideas we've come up with (HINT: brand partnerships and the broker/agent channel. One big creative idea is great but it's more important to do reps and sets); Why we're treating home buyers (B2C) as B2B; Mitch's goals for 2022. You can reach Mitch on LinkedIn: https://www.linkedin.com/in/mitchwainer/ Find out more about Welcome Homes: https://welcomehomes.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

Well, well, well. Another startup from NYC that is growing FAST! I explored a slightly different angle with Wes Yee (Head of Integrated Marketing at Ramp) specifically how to make sure your marketing efforts are truly integrated at a fast growing startup.  Prior to Ramp, Wes was the Senior Director of Growth at Guru (Series C tech startup). Wes has 10+ years experience building and scaling revenue-focused marketing teams at early-stage (Series A -> Series D) B2B tech startups. His teams have grown ARR from less than $5M to $15M+ and less than $10M to $50M+. Ramp was founded in 2019, is already at Series C ($620M total), has a unicorn valuation of $3.9 billion, and 220 people strong. Ramp is a finance automation platform designed to save businesses time and money. “The only corporate card and spend management platform designed to help you spend less.” More than 2,000 businesses are using Ramp already. Check out this UX (web page) for "Why Ramp?" I love this reader experience and how the problem is explained. Here's what Wes and I cover: What marketing trends should startups be aware of or exploring (HINT: how to measure what's hard to measure, also "intrinsic advertising" in gaming); You sell to startups, small business, and enterprise, so how does your marketing need to change for each of these segments; What's been working well for marketing/growth; Creating a culture around radical accountability; What's your key metric (HINT: his job is to translate copywriting into revenue); What are the big challenges right now; How do you integrate your marketing efforts; What's the one question you'd ask 100 of your peers in marketing leadership; What are some goals you want to accomplish this year. You can reach Wes on LinkedIn: https://www.linkedin.com/in/wesyee/ Find out more about Ramp: https://ramp.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

This was a fun interview I had with Kap Chatfield, Host of the B2B Podcasting podcast. In this episode, Kap and I talk about: Marketing needs a mindset shift to evolve in today’s digital age; How to find your ICP (ideal customer profile) and what questions to ask; Most common marketing problems that I hear from startup founders; Biggest issues startups have with their marketing; Why you should start your own thought leadership podcast; Why storytelling is so important for startups; How video clips from your podcast help you reach your target audience; How your business will grow from the influence of your podcast. Here's a link back to the original episode with the full transcript: https://blog.rveal.media/why-you-need-to-treat-your-startup-like-a-media-powerhouse-with-anna-furmanov This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here: https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba Thanks for listening!

Yaaaaas! Looks like folks are lovin' the series, so let's keep this going. Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022.  I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, and resources and so much more. Dan Frohnen is CMO at UpKeep. Prior to that, he was CMO at Sendoso. Welcome back to the show, Dan! UpKeep was founded in 2014, has 176 people, and is based out of LA. Funding: Series B ($48.8M total). UpKeep is the #1 software for maintenance and facility management teams, a platform developed for technicians and maintenance workers that provides them with a computerized maintenance management system. Customers include McDonalds, Pepsi, Shell, and Marriott. Here's what we cover: Dan recently joined UpKeep and the first 7-8 months have been spent on laying down the (marketing) foundation, learning what’s working versus not, plus figuring out what’s going on in the world; 2022 marketing plan - budget, channels, and resources; Roughly 80% of the budget is direct to pipeline and revenue (paid ads, events, SEO, content) and the other 20% is for stuff like content production, agency support, analysts and brand; Dan is helping to support more of a demand gen motion (versus inbound lead gen); Who’s on the marketing team now, and how are you planning to build out resources for 2022; Why the designer is UpKeep's secret weapon; UpKeep is a leader in a bunch of product categories with slightly different buyers and value props. How Dan is thinking about category creation moving forward (HINT: you need to think about it as a business strategy and not just something that marketing is doing);  What's the "market narrative framework" and how it ties into ongoing thought leadership that the team rallies around; Some goals that Dan wants to accomplish (personal, professional) in 2022 (HINT: being happy personally will make everything in your life amazing). You can reach Dan on LinkedIn:  www.linkedin.com/in/danielfrohnen/ Find out more about UpKeep:  www.upkeep.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

Hi to my amazing listeners! This episode kicks of the beginning of what I'll call the "Marketing Planning Series" where I invite back founders and marketing leaders to talk about their marketing plans going into 2022. I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, and resources and so much more. Cassidy Shield is VP Marketing at Narrative Science. Prior to that, he was VP Marketing at Gogo, VP Marketing at NetCracker and spent 13 years at Alcatel Lucent, purchased by Nokia. He also went to Kellogg (woop woop!). Narrative Science was founded in 2010, has 85 people, and is based out of Chicago. Funding: Series D ($43.4M total) and they just got acquired!! Narrative Science allows you to humanize analytics with data storytelling (not dashboards). Here's what we cover: 2022 marketing plan - budget, channels, and resources; How are you splitting your budget organic vs. paid; What channels are you leaning into and why (NOTE: 90% of revenue is marketing sourced); They launched their first event (Data Storytelling Summit) and realized "hey, we're good at this"; Who's on the marketing team now and how you're planning to build out; Planning can't start until you know the goals of the business (HINT: we do this every 3-6 months on a rolling basis); Cassidy shared some other unique/helpful things related to marketing planning e.g. galvanize around your "big rock" items; Some goals (personal/professional) for Cassidy going into 2022. You can reach Cassidy on LinkedIn:  www.linkedin.com/in/cassidyshield Find out more about Narrative Science: www.narrativescience.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

This was a free-flowing interview with Harry Duran, Host of the Podcast Junkies podcast. He did not send me questions in advance! :) In this episode, Harry and I talk about: My background in business and marketing; How I think about marketing and the psychology behind the field; Why I decided to start my podcast; My passion for helping startups build powerful brands and businesses; How I have grown as a podcast host since launching in November 2020; Why I would NEVER sell to the guests that come on my show; What do people misunderstand about me (I think?). Here's a link back to the original episode: https://podcastjunkies.com/280 You can subscribe to Podcast Junkies here: https://podcastjunkies.com/subscribe This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here. Thanks for listening!

Happy New Year to all my fantastic listeners!!  I hope everyone enjoyed some time off with family and friends while staying safe and healthy. Cheers to 2022! I spoke with Zineb Layachi on the topic of ATTENTION. How little time we focus on the attention part of our marketing efforts. People have to NOTICE the content, ad, video, email, etc. that you're sharing with them. How do we get the right people to notice? Zineb works heavily with startups. She's the founder and chief marketer of Raise The Runway and she's co-host of PitchSLAP (private pitch mentoring for startups to nail their pitch). Here's what we covered: Let's take a step back...how do people actually notice something; What's the real challenge for startups (HINT: not enough of the being different in all the RIGHT ways); What are the best ways to get attention with your marketing (HINT: start with understanding your customer, know what thought leadership matters to them, take a stance, fire people up, create content that resonates, and be consistent). You can find Zineb on LinkedIn: www.linkedin.com/in/zineblayachi This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here. Thanks for listening!

I knew I had to get them on as soon as I stumbled onto their website (check it out if you haven't heard of them yet). Aleksandr Volodarsky is CEO and Founder (and now Chief Twitter Officer, almost 12k followers) of Lemon.io. Prior to Lemon, Aleks held sales roles at various companies. Lemon.io was founded in 2015, has 39 people, and is based out of Ukraine. They've raised an angel round ($60k). Lemon.io connects early-stage startups with vetted offshore engineers. In 48 hours or less, they can help find the (remote) developer of your dreams. And I can see how this offering is only getting more popular now as more people are looking for devs and more devs are looking for good companies to work for. Here's what we cover in this episode: The website is killer, it still makes me chuckle. I’m a huge fan. Who made it? What does it take to create something so different that it stands out from everything else? What kind of mindset do you need to have; How do you ensure that this voice carries through other parts of the company e.g. sales, customer experience, marketing; How did you get your first customers? What has been your approach to building the brand and community; What channels are working the best for you right now (HINT: Twitter and influencers); What are your biggest challenges (HINT: finding that balance between supply and demand); You grew Lemon from $2.7M to $7M in 2021 - awesome - we talk about building in public and why/how you do it; What Aleks asked 500 people on Twitter and used that as insights for growth. You can reach Aleksandr on Twitter: https://twitter.com/volodarik Find out more about Lemon.io: https://lemon.io/ Follow Aleksandr’s growing the company in public - subscribe by going here: https://volodarik.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

Evan Davies is Head of Marketing, Partnerships, and Solutions at Coda (almost 5 years!). Prior to Coda, Evan was at Box, and prior to that he was a product manager at Accenture. Coda was founded in 2014, has nearly 200 people, and is based out of SF. They've raised Series D ($240M total). The problem: for years, our teams have been split across documents, spreadsheets, and apps. Time to bring us back together!  The solution: Coda is a new doc that brings words, data and teams together. It's making a doc as powerful as an app. Here's what we hit on: “Document collaboration platform” vs. “project management tool” - how are you thinking about the market category you play in; Evan shared a couple of big marketing/content trends that startup founders and marketing leaders need to be aware of (HINT: the maker generation is one topic we explored, and we also discussed the resurgence of OOH ad buys); I asked Evan to tell me more about the Gallery content on the website, what's the goal; We talked about how Arianna Huffington used Coda to build the Power Of Reset doc; Marketing and creator growth: what’s working well for Coda right now? What channels? (HINT: user generated content, SEO/SEM, paid); Marketing challenges? (HINT: how to build strategy full funnel, how to build a good product led motion) Evan has been through multiple funding rounds. How has the team and focus areas shifted over the past 5 years; What worked the best for Coda early-stage; What's Evan's favorite startup stage and why; People that have worked for Evan say he's a super strong leader, so I asked Evan what's his leadership formula and he said 3 things: 1) knowing enough to be dangerous 2) create autonomy while driving alignment 3) build empathy on teams with "yes and" approach. You can reach Evan on LinkedIn: www.linkedin.com/in/evanpdavies/ Find out more about Coda: www.coda.io This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!

I have so much respect for Camille Trent, make sure you follow her on LinkedIn to get a taste of her content. Camille Trent is Head of Content at Dooly. She’s also an advisor for Swpely. Prior to Dooly, Camille was Managing Editor at MarketerHire and prior to that she was founder and lead copywriter of her own company, Camille Trent Consulting. Dooly was founded in 2016, has 87 people, is based out of Vancouver, and has raised Series B ($102.3M total). So here's the problem that Dooly solves for: only one third (!) of sellers are actually hitting quota. Imagine you had the best instincts from every person across the revenue team (including marketing) to help you close deals so you could hit your number. That's what Dooly helps with. Also they're not really into that "hustle and grind" sales culture, so that's kinda cool too.  Here's what we hit on in the episode: What does marketing mean to you? What about content; Big marketing/content trends that startups need to start/keep exploring (HINT: community, conversations, and don't forget to just ask your target buyer questions that matter e.g. what they like to read, who they follow, podcasts they listen to, etc.); What content does Dooly's target audience (salespeople) like; How do you balance the qualitative data vs. quantitative data when you look at content's impact on the business;  Dooly's "Fire Talks" - what happened to them, are they coming back (I added a link to that below if you're interested); Marketing content - what has worked well for Dooly? What content across what channels? (HINT: double down on LinkedIn, memes, teardowns, webinars, analyze existing content to find what's working); How big is your marketing team and how'd you create a content system; Marketing content - what are the challenges, what are you trying to figure out (HINT: scaling, building a repeatable system, finding the right writers and designers); How did you find your top writers? Camille shares her tips; How Camille thinks about good copywriting that "works"; Camille's son Teddy said hello at the end of the show! What a treat! You can reach Camille on LinkedIn: www.linkedin.com/in/camillehansentrent/ Find out more about Dooly: https://www.dooly.ai/ Check out Dooly's: Fire Talks This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!