The Importance of Reflecting Customer Values in Messaging

Georgiana Laudi is the co-founder and CEO of a consulting agency called Forget The Funnel, where she helps SaaS companies scale and improve conversion rates through customer-led growth. She’s also a marketing and growth advisor to companies like MarketerHire, SparkToro, and Sprout Social. Previously, she was the VP of Marketing at Unbounce and has worked in growth marketing for over 20 years. In today’s episode, Gia speaks about how to identify your ideal customer, how to map their user flows in order to find the biggest growth opportunities, and examples of product changes she’s recommended that have led to the largest growth unlocks. She shares the exact process she works through with founders to uncover opportunities, as well as how to increase subscriptions and retention for SaaS businesses.

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Find the full transcript here: https://www.lennysnewsletter.com/p/customer-led-growth-georgiana-laudi

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Where to find Georgiana Laudi:

• Twitter: https://twitter.com/ggiiaa

• LinkedIn: https://www.linkedin.com/in/georgianalaudi/

• Website: https://www.forgetthefunnel.com/

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Where to find Lenny:

• Newsletter: https://www.lennysnewsletter.com

• Twitter: https://twitter.com/lennysan

• LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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Thank you to our wonderful sponsors for making this episode possible:

• Amplitude: https://amplitude.com/

• Athletic Greens: https://athleticgreens.com/lenny

• Maven: https://www.maven.com/lenny

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Referenced:

• How SaaS Marketers Can Hold High-Impact Customer Research Interviews: https://www.forgetthefunnel.com/resources/saas-customer-research-interviews

• Jobs To Be Done: Email Invite Template & Interview Questions by Forget The Funnel: https://docs.google.com/document/d/183PzYjQi2vsIRlPMUrtzRwZF1VdnZWNDAZsrJ4MRT4Q/edit

• The Growth Framework for Customer-Obsessed SaaS Teams: https://www.forgetthefunnel.com/resources/saas-customer-journey-mapping

• Project Snow White: https://marker.medium.com/what-seven-years-at-airbnb-taught-me-about-building-a-company-e1d035d49c56#:~:text=middle%2C%20an[…]0White,-was%20one%20of

• Startupfest: https://startupfestival.com/for-startups/

• Pirate Metrics: https://fourweekmba.com/pirate-metrics/

• How Airbnb Proved That Storytelling Is the Most Important Skill in Design: https://www.inc.com/yazin-akkawi/the-surprising-technique-airbnb-uses-to-better-sell-an-experience.html

• Jobs to Be Done: https://jtbd.info/

• Demand-Side Sales 101: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987

• When Coffee and Kale Compete: https://www.amazon.com/When-Coffee-Kale-Compete-products-ebook/dp/B07C7HH662

• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005

• Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788

• Forget the Funnel: https://www.forgetthefunnel.com/customer-led-growth/book

• Four Thousand Weeks: Time Management for Mortals: https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/B08XZY5ZF7

• Shine Theory: https://www.shinetheory.com/

• April Dunford’s website: https://www.aprildunford.com/

• SparkToro: https://sparktoro.com/

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In this episode, we cover:

(04:33) Georgiana’s background

(07:03) Why funnels are antiquated 

(08:52) Better positioning and messaging to find the ideal customer

(13:59) How Gia was inspired by Airbnb’s storytelling

(19:23) How to analyze what’s successful and what to invest in

(21:54) The ideal customer to learn from

(26:37) How to choose which customer job to prioritize 

(32:21) Value moments in the customer relationship

(36:45) Applying customer feedback 

(44:40) Metrics for measuring the customer’s meaningful engagement 

(49:45) What’s included in the messaging and positioning guidebook

(51:15) Tips for messaging

(54:13) Example of a customer job at SparkToro

(55:58) What is the Jobs to Be Done framework?

(59:50) Lightning round

(1:04:18) How Gia manages her time

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