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PODCAST

Building With Buyers: Startup Marketing and Growth Fueled By Customers

You think your product is amazing and feel like more people should be buying. But the road is long and slow. It feels like you"re stuck. There"s always one thing I ask: have you talked to your customers? This is a show that explores the role that customers play in helping companies build to their next level of growth. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

business marketing

All Episodes

00:40:48

231 - How To Uncover Juicy Customer Insights And...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/30

Georgiana (Gia) Laudi is co-founder and chief strategist at Forget The Funnel. She's author of the book "Forget The Funnel" that's about Customer-Led Growth and a customer-led approach for driving predictable, recurring revenue.Here’s what we cover:I have to ask why did Gia and April Dunford bash Voice of Customer (VoC) on April's podcast because I'm honestly curious;How to pick the right insights and turn those into positioning and messaging;How to create your messaging guide;How often should you

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00:09:42

230 - BONUS: What Impact Does AI Have On Customer...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/25

I'm answering Udi Ledergor's questions in this BONUS pod episode: 1. How is AI changing the work that we do on customer research?2. How should we as consultants and advisors prepare for this change?For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show. Music by my talented daughter.Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Website:

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00:43:35

229 - Why Your Customers Aren't Talking About You...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/23

Udi Ledergor is Chief Evangelist and former CMO at Gong. You can centralize all your revenue workflows in Gong’s Revenue AI Platform. Gong is a Unicorn (last valuation was $7.25B). Total funding $583M. Also check out Ep. 156 “Gong’s Marketing Evolution From Early Stage To Unicorn”.Here’s what we cover:In what ways have customers helped Gong build to the next round;How to create raving fans;Where is Gong placing big bets in 2025 (e.g. redefining category boundaries);How do you sell to large strategic

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00:37:29

228 - How To Throw A Successful Customer Event...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/16

Natalie Marcotullio is Head of Growth & Product Marketing at Navattic. Navattic makes buying easier with interactive demos. Seed funded. Also check out Ep. 139 (be the company that seems to be everywhere), Ep. 180 (podcast, ads, positioning, what’s the ROI) and Ep. 218 (launching the free forever plan).Here’s what we cover:The Navattic Fanatic Customer Event in NYC, what was your goal for the event and did you achieve it;What do you think made the customer event so successful;Anything that

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00:22:39

227 - Navigating Startup Uncertainty With Product and...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/09

Taylor Jennings is lead UX Researcher at Chili Piper. Chili Piper is your all-in-one Demand Conversion Platform. The only solution that consolidates Chat, Routing, and Scheduling all in one platform. They've raised $54.4M.Here’s what we cover:How do you incorporate customer research at Chili Piper;Product research and goals with this research;Pricing research, goals with this research, how you actually did this in the weeds;How have you actually used the research insights;What are your

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00:53:04

226 - How A Weekly Surprise & Delight Meeting...

Building With Buyers: Startup Marketing and Growth... ·

2025/04/02

Elaine Zelby is Co-Founder and CRO at Tofu. Tofu puts top-of-funnel on autopilot for B2B marketing teams, so you can ship integrated marketing campaigns 8X faster. Series A funded (recent). Also check out Ep. 96 “First Time Founders Think Product Wins, Second Time Founders Know GTM Wins”.Here’s what we cover:Your recent funding round, what did it take to get there (HINT: 4 main things);How do you use tofu at tofu;How do you structure your nurture sequences;How do you incorporate customer research at

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00:50:10

225 - AI & Copycats Make Positioning and Messaging...

Building With Buyers: Startup Marketing and Growth... ·

2025/03/26

Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support."Here’s what we cover:Brand, Demand, and ABM. What's your approach to client work;I’m exploring the role that customers play in helping startups build to the next round - how have you seen this play out with companies you work with;What’s changed about how buyers buy today, and what’s still the same;Customer

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00:25:14

224 - How To Practice Whole-Person Customer Research...

Building With Buyers: Startup Marketing and Growth... ·

2025/03/19

Ivan Barajas Vargas is Co-Founder and CEO at Muuktest, world-class QA 100% done-for-you. Seed funded.Here’s what we cover:What is Service-as-a-Software;How do you incorporate customer research at Muuktest;The Mom Test;What are some of your goals with customer research;What questions are you asking;How are you using research insights;Do you ask customers where do they learn and hang out;Why understanding “whole-person” with your research is important and goes beyond just your product;Why is customer

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00:27:53

223 - Customer Research Is Useless Without Action...

Building With Buyers: Startup Marketing and Growth... ·

2025/03/12

Emily Steele is Co-Founder and CEO at Hummingbirds. Mari Tippman is Head of Sales at Hummingbirds. Hummingbirds helps brands drive awareness and sales with hyper-local content creators. The platform connects brands with “hummingbirds” who are trusted friends and neighbors with buying power and local influence. Hummingbirds recently raised Seed funding ($10M total!). Emily has been on the show before, check out Ep. 198 Impressions vs. Engagement: Why Partnering With Smaller Creators Can Actually Be

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00:23:07

222 - How Our Customers Helped Us Build To Series B...

Building With Buyers: Startup Marketing and Growth... ·

2025/03/05

Peter Mollins is VP of Marketing at Nooks. Nooks just raised Series B funding in October. Woop!With Nooks you can boost pipeline with AI assistants that automate the busywork of dialing, coaching, and prospecting, so sales reps can focus on the human side of selling.Here’s what we cover:Your recent funding round - what did it take to get there;How do you incorporate customer research at Nooks and what have been the results;How do you incorporate customers in your marketing;Peter asks me his burning

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00:56:38

221 - BONUS: Turn One Conversation Into A Full...

Building With Buyers: Startup Marketing and Growth... ·

2025/02/28

I was asked to join a panel for Riverside's event "Content Repurposing: Turn 1 Conversation Into a Full Content Calendar" along with Emily Kramer (MKT1) and Ross Simmonds (Foundation Marketing). 1900 people registered! Really fun conversation and great group.We discuss: What to consider before creating content with repurposing in mind Step-by-step how to recycle and repurpose your content Which posts and methods have worked best The tools and automations to use for repurposing How

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00:46:40

220 - How To Dig For The Energy In Customer...

Building With Buyers: Startup Marketing and Growth... ·

2025/02/26

A ton of people I speak to in B2B talk about the JTBD approach. So I had to bring on Bob because I have many questions. Bob Moesta is an entrepreneur and innovator known for his Jobs-To-Be-Done (JTBD) theory. He started 10 companies and is currently the Co-Founder of the Re-Wired Group.Here’s what we cover:Define Jobs-To-Be-Done (JTBD) for someone unfamiliar with it;How sales and buying aren't the same and why that matters;Where did JTBD Theory come from;People don't buy things, they hire to

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00:26:20

219 - The Missing Piece For Growth Is Connection...

Building With Buyers: Startup Marketing and Growth... ·

2025/02/19

Joseph Lee is Co-Founder & CEO at Syncly (Seed funded). Syncly is a customer feedback analysis platform that let’s you see customer pains and prevents customer churn.Here’s what we cover: How do you incorporate customer research at Syncly? What are your goals; Using the JBTD framework; How have you actually used research insights; How do you connect insights to your product roadmap; Your pricing page takes me to a demo form, why not share at least a range; Challenges with customer

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00:23:51

218 - How We Launched A Buyer-First Free Forever Plan...

Building With Buyers: Startup Marketing and Growth... ·

2025/02/12

Natalie Marcotullio is Head of Growth and Ops at Navattic (Seed funded). Raman Khanna is Growth Lead at Navattic. Navattic makes buying easier with interactive demos. 28k+ demos built so far. You can also check out Episode 139 and Episode 180 where I had Natalie on.Since 2020, Navattic has been a sales-led company. Plans start at $500/mo. They just released a product-led motion. One interactive demo, free forever.Here’s what we cover:Why’d you decide to go product-led;Why’d you decide to go freemium

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00:25:37

217 - Almost Like Our Customers Write Our Marketing...

Building With Buyers: Startup Marketing and Growth... ·

2025/02/05

Stella Garber is Co-Founder and CEO at Hoop (Seed). Hoop is AI task management for busy people. From meeting to Slack to yet another meeting to your email inbox, Hoop captures and prioritizes your tasks. Here’s what we cover: How do you incorporate customer research and insights at Hoop, what are your goals; What have been the results; Do you have a systematic approach to customer research; In your research, do you ever ask “why do you think this product can change your life?; Why is customer

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00:25:32

216 - Customer Research Is Baked Into Our DNA From...

Building With Buyers: Startup Marketing and Growth... ·

2025/01/29

Pranav Piyush is Co-Founder and CEO at Paramark. Paramark (Pre-Seed) helps CMOs and CFOs invest in marketing with confidence and predictability.Here’s what we cover: I see the book Alchemy on Pranav's bookshelf and it's about "chasing the magic" so have to ask what got him into it; How do you incorporate customer research at Paramark? What are some of your goals with this research; What have been the results; Why is customer research important; Challenges with customer

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00:47:15

215 - The Conversations You're Not Having With Your...

Building With Buyers: Startup Marketing and Growth... ·

2025/01/22

Hi! I'm back! I missed you. Did you miss me? Well it's a completely different show now, and I can't wait to share more with you.Tiffany McNeil is the coolest brand, innovation, and insights exec you’ll ever meet. Tiffany and I worked together at Del Monte Foods way back in 2010 (!) on the consumer insights and strategy team, specifically consumer food innovation for baby boomers. This was the perfect conversation to kick things off. Here’s what we cover: Let’s first define consumer

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00:01:24

Building With Buyers Trailer

Building With Buyers: Startup Marketing and Growth... ·

2025/01/22

You're a startup founder. You think your product is amazing and feel like more people should be buying. But the road is long and slow. You've got some customers, surely you're on the right path? Why aren't deals closing faster? Why does it feel like a slog? You've tried a bunch of stuff. Or maybe you've tried a couple things, not sure where to go from here. It feels like you're stuck. There's always one thing I ask startup founders: Have you talked to your customers? They almost always say

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00:04:58

214 - BONUS: Season 4 Wrap Up!

Building With Buyers: Startup Marketing and Growth... ·

2024/06/07

Hey MSM listener! Anna here, host of the show. I hope you enjoyed Season 4 of Modern Startup Marketing. I'm officially wrapped with this season, but will be back for more in the future. In the meantime, make sure you follow me on LinkedIn where I’ll continue to share top highlights from past pod episodes, and you can sign up to get my monthly startup marketing newsletter where I’m sharing frameworks and insights and cracking some jokes. Peace and love. For more content, subscribe to

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00:42:57

213 - Top AI Use Cases For Sales and Marketing Teams...

Building With Buyers: Startup Marketing and Growth... ·

2024/06/03

Ryan Staley is Founder and CEO of Whale Boss where he does sales consulting and AI consulting. I heard Ryan present for an AI session earlier this year and thought “I gotta have him on my show.” So here we are.Here’s what we cover: What AI tools are you mostly into right now; Biggest value use cases from AI for sales and marketing teams; What are you still weary about when it comes to using AI; AMA: Ryan asks me his burning question which actually inspired me to test something. Learn more about

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