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.

Find the full transcript here: [ Ссылка ]

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Where to find Georgiana Laudi:

• Twitter: [ Ссылка ]
• LinkedIn: [ Ссылка ]
• Website: [ Ссылка ]

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Where to find Lenny:

• Newsletter: [ Ссылка ]
• Twitter: [ Ссылка ]
• LinkedIn: [ Ссылка ]

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

• Amplitude: [ Ссылка ]
• Athletic Greens: [ Ссылка ]
• Maven: [ Ссылка ]

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Referenced:

• How SaaS Marketers Can Hold High-Impact Customer Research Interviews: [ Ссылка ]
• Jobs To Be Done: Email Invite Template & Interview Questions by Forget The Funnel: [ Ссылка ]
• The Growth Framework for Customer-Obsessed SaaS Teams: [ Ссылка ]
• Project Snow White: [ Ссылка ]
• Startupfest: [ Ссылка ]
• Pirate Metrics: [ Ссылка ]
• How Airbnb Proved That Storytelling Is the Most Important Skill in Design: [ Ссылка ]
• Jobs to Be Done: [ Ссылка ]
• Demand-Side Sales 101: [ Ссылка ]
• When Coffee and Kale Compete: [ Ссылка ]
• Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: [ Ссылка ]
• Hooked: How to Build Habit-Forming Products: [ Ссылка ]
• Forget the Funnel: [ Ссылка ]
• Four Thousand Weeks: Time Management for Mortals: [ Ссылка ]
• Shine Theory: [ Ссылка ]
• April Dunford’s website: [ Ссылка ]
• SparkToro: [ Ссылка ]

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In this episode, we cover:

(00:00) 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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Production and marketing by [ Ссылка ]. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.

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