Guest: Georgiana Laudi - Co-founder of Forget The Funnel. Georgiana, also known as Gia, has over 20 years of experience in marketing, having led marketing at Unbounce and now helping SaaS companies unlock growth through her consultancy. Key Takeaways: Funnels are outdated; they focus on business-centric metrics rather than customer-centric value. Instead, focus on the customer's journey and their experience with your product. Identify your best customers by understanding their journey and the key milestones they experience with your product. This helps in aligning your product and marketing strategies to deliver maximum value. Use customer research to uncover the jobs-to-be-done framework, which helps you understand what your customers are trying to achieve with your product. Set clear KPIs for each stage of the customer journey to measure success and identify areas for improvement. Effective messaging should reflect the language and priorities of your customers, not just the features of your product. Topics Covered: Customer-led growth, problems with funnels, customer journey mapping, jobs-to-be-done framework, effective messaging, setting KPIs, SaaS growth strategies.
“Funnels are gross.”
“It's about the values of the business, not the value to the customer that's being measured.”
“Products change, markets change, customers change, teams change in a ball.”
