Building With Buyers: Startup Marketing and Growth Fueled By Customers

I’ve often wondered about how influencer partnerships work. I've been involved in a couple, so I get to see examples from the inside. But I wanted to see more examples, so I brought on Emily Steele, Co-founder and CEO at Hummingbirds (Seed funded). She’s actually built a business around helping brands discover and work with hyper-local content creators. Some of these brands are working with 50-100 creators at once. A lot of what we talk about is very relevant for B2B influencer partnerships. What does a good partnership look like? How do you know it’s working? Do you need to partner with people that have huge followings? And what are some of the best content creators doing really well? We also cover: Hummingbirds' positioning in sales conversations (it's not what you think); The nuances of measuring the impact of influencer partnerships; What differentiates an amazing content creator from just a mediocre one; What marketing big bets are you taking in 2024 and why; AMA: Emily asks me her burning question. About Hummingbirds: Founded: 2022 Funding: Seed ($4.4M) Description: Grow your business with hyper-local content creators. You can find Emily on LinkedIn: www.linkedin.com/in/emilysteele12 ⁠ Learn more about Hummingbirds: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.thehummingbirds.co⁠ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building and how it's going >> ⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Gaetano DiNardi is the Growth Advisor for 10 B2B startups. Something you may not know about him is that he spent 5 years as a music producer & songwriter in NYC. I first learned about Gaetano back in 2020 when he was doing Demand Gen Live sessions with Chris Walker. What I love about his content on LinkedIn is that it’s not fluffy and he's honestly trying to be helpful. We cover: Gaetano's past life as a music producer and songwriter; The MaaS Method (Marketing as a System) has 10 steps, or 3 parts. What do you think early stage startups should focus on out of these 3 parts; Define lead gen vs. demand gen and pitfalls you see with lead gen strategies; Advice for early stage startups that are prioritizing SEO as part of their content strategy; AMA: Gaetano asks me his burning question. Find Gaetano on LinkedIn: www.linkedin.com/in/officialg His website: https://officialgaetano.com Link to the LI posts I mentioned in this episode: This post and This post For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

It doesn’t take magic to make content that resonates. You just have to be real. Show your audience that you get them by understanding their cares, frustrations, and the reality of their day-to-day lives. But to do this, you really have to know your audience and their life experiences. I was invited onto the Remarkable! podcast to share B2B content lessons from Diary of a Wimpy Kid. It's a children’s book series about a boy named Greg Heffley. More than 290 million copies have been sold globally.  So what can B2B startups learn from Diary of a Wimpy Kid? Keep listening to find out. It’s pretty remarkable. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building and how it's going >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Happy International Women's Day! I promised to answer this question for ya and I always deliver. Ari Yablok, Head of Brand at Island (Series C), was on the show (Ep. 194) and he asked me: "Founders that are not Marketing-driven or not appreciative of the role, what are some of the things you do to help them buy-in to marketing?" I answer in this 2-min. bonus episode. If founders ARE bought-in to Marketing but don't understand how to measure brand, or don't know what to prioritize first, or aren't sure how marketing fits into their GTM strategy, etc., well that's different. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building and how it's going >> ⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Ari Yablok is Head of Brand at Island (Series C). He joined Island in the very early days, back when they didn’t even have their name out in public. His job was to build the brand from zero. You rarely get the chance to pitch to a CIO/CISO (their target buyer) so the founders knew they needed to enter that world in a way that sent a very clear signal that this is actually a new conversation.  How do you send that signal? What kind of message did they use? How do you attract the C-Level with your product when they're so hard to reach? Why did they need to go against all the playbooks in the industry? How do you prove the impact of Brand on business growth? We tackle these important questions with Ari. We also cover: What did Ari work on as Head of Brand early stage; Who was on the GTM team early stage; Their unique approach to hiring salespeople; How Island's brand has evolved over the years; Why building a new category meant they spent more time educating and less time pushing the product; What marketing big bets they're taking in 2024 and why; Why they spent years ignoring Demand Gen; How sales and marketing can play nice and respect their differences; AMA: Ari asks me his burning question which I will answer in the next BONUS episode. About Island: Founded: 2020 Funding: Series C ($385M total) Description: The Island Enterprise Browser has all the core security IT and productivity needs of the enterprise built into the browser, so work is naturally smooth and secure. You can find Ari on LinkedIn: ⁠www.linkedin.com/in/ariyablok Learn more about Island: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.island.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building and how it's going >> ⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

In a world where using AI to do more, automate more, get more leads (more more more!) is celebrated, one thing that early stage startups have as the upper hand over larger companies is the permission and ability to do those things that don’t scale. Build community and relationships in unique ways (like with events), be creative, test wild ideas, learn and pivot quickly, etc. Why might a focus on doing more with AI and automation actually hurt early stage startups? That's the focus of my conversation with Corrina Owens (Chief Evangelist Officer at Purple Cork). Corrina worked at Gong where she focused on ABM programs and on a Super Bowl ad. Now she's the GTM Advisor for companies like Navattic, GTM Partners, Aptivio and Postal.io. Purple Cork helps B2B companies create polished events that drive revenue through virtual wine tastings. We also cover: The nuances of when it's appropriate to use AI so that you still stand out; Which AI tools Corrina has been using; When GenAI tools overpromise but underdeliver; AMA: Corrina asks me her burning question. You can find Corrina on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/corrina-owens Learn more about Purple Cork: ⁠⁠⁠⁠www.purplecork.wine Direct w/ Corrina and Taylor podcast: https://podcasts.apple.com/us/podcast/direct-with-corrina-taylor/id1688175099 For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing frameworks, insights, cracking some jokes and keepin' it real You can also find me hanging out on LinkedIn, say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Mason Cosby, Founder of Scrappy ABM, discusses the success of Scrappy ABM in generating pipeline leads for startups. Topics include defining Scrappy ABM, strategic timing, creating new ABM ideas, and the decision to focus on Scrappy ABM. Insights on maximizing LinkedIn engagement, sales activation, vertical pilot programs, data trends, and positive career reflections.

Happy Presidents Day 🇺🇸 🎉 Does your CEO like the content your marketing team is producing? Does your CMO? Does your head of Sales? Do you know the answer for sure? Does it matter? John Bonini (Founder of Some Good Content) has been meeting with founders and marketing execs that have said some variation of the following regarding their content marketing: “We’re doing SEO, but the content is not good, and it’s just not working very well anymore.” So what’s broken with our content efforts? And how can we fix it? How do you ensure that your content isn’t just being created for the sake of content, but that it actually produces pipeline and revenue? We also cover: John's Content Motivation Framework that focuses on buyer motivation instead of a company's funnel; AMA: John asks me his burning question. You can find John on LinkedIn: ⁠www.linkedin.com/in/jbonini Learn more about Some Good Content: www.somegoodcontent.com John's podcast: Louder Than Words For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Picture this. You’re the first business hire at a 4-person early stage startup. Head of Marketing. So you get hired, and you’re trying to follow the Hubspot Playbook. The problem is, it’s taking too long. You’re impatient. The founders are impatient. You want to see something faster. You need to prove yourself. How do you cut through the noise? How do you get your target buyer to pay attention? Trinity Nguyen (VP of Marketing at UserGems) was in exactly this situation and shares what happened next. And how what happened next was tied to more than 90% of their pipeline in those early days.  We also cover: What was the turning point from Seed to Series A; Why early stage you need to loosen up your attribution model to get big wins; Why does marketing fail at the early stage; AMA: Trinity asks me her burning question. Here's a helpful resource that my SEO expert sent me after this episode was recorded. About UserGems: Founded: 2019 Team: 80 people Funding: Series A ($20M) You can find Trinity on LinkedIn: www.linkedin.com/in/trinitynguyen Learn more about UserGems: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.usergems.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠www.furmanovmarketing.com⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠https://podcast.furmanovmarketing.com⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov

Happy Friday ya'll. I just finished a 3-part series of episodes where I explored 3 topics: positioning strategic narrative category design I hear these concepts being thrown around all the time but I wanted to get to the heart of them. What are the key differences? When should you use one approach over another? And finally, what’s my take? Which one do I think is actually the most helpful for me and WHY? That's what I'm covering in this BONUS episode. Check out the prior episodes where I actually went through each of these approaches and tried to apply them to my own business. What’s your take? If you listened to this BONUS episode I’d love to hear from you. Leave me a message on Spotify or shoot me a DM on LinkedIn. Subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show! And whenever you’re ready, there are 3 ways I can help you: 1. fractional head of marketing for early stage startups >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com⁠⁠⁠⁠⁠⁠⁠⁠⁠ 2. sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠podcast.furmanovmarketing.com⁠⁠⁠⁠ 3. ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠sign up to get my monthly early stage startup marketing newsletter⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ where I’m sharing playbooks and insights and cracking some jokes You can also find me hanging out on LinkedIn, definitely say hello and tell me what you're building >> ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov