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PODCAST

Building With Buyers: Startup Marketing and Growth Fueled By Customers

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. It feels like you"re stuck. There"s always one thing I ask: have you talked to your customers? This is a show about startup growth that explores the role that customers play in helping startups build to their next round. Hosted by Anna Furmanov. Anna turns customer insights into compelling positioning and messaging, visit furmanovmarketing.com to learn more.

business marketing

All Episodes

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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00:23:57

212 - BONUS: Why I'm Still Podcasting 377 Episodes...

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

2024/05/31

Sam Dunning is the Founder at Breaking B2B and host of the Breaking B2B podcast (Top 2.5%, 377 episodes). Sam came onto my podcast to talk more about the company he's building, plus:The Breaking B2B podcast is 377 episodes and Top 2.5%. How do you decide what to talk about and who to talk to? Do you have Seasons? How has the show changed over time? What’s been the impact on your business; Sam has been testing outbound cold calling and got surprised by the results; AMA: Sam asks me his burning

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00:52:25

211 - Top Deadly B2B Startup Marketing Sins

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

2024/05/27

Hope you're having a meaningful Memorial Day if you're in the US.Sam Dunning (Founder at Breaking B2B) asked me to come onto his podcast "Breaking B2B" via a live session where we talk about the top deadly B2B startup marketing sins, how to avoid them, practical advice you can use right away, and we answer an audience question. Check out more of Breaking B2B: www.breakingb2b.com Here's the full video: www.youtube.com/watch?v=aRBg1qG3XjI For more content, subscribe to Modern

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00:23:40

210 - BONUS: The Goal Of Marketing Is To Make Sales...

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

2024/05/24

For this BONUS episode I brought on a friend. Friend episodes are great because you've talked to this person so many times and they just hit different. Come hang out with us.Meredith Hein is the Founder of Unicorn Content & Growth Marketing where she works with growth stage companies, she also went to Kellogg. Here’s what we cover: On writing books for her clients and what books accomplish; Udi Ledergor (Gong) once said "marketing’s goal is to make sales easier” and that still makes

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00:50:32

209 - The Blog Isn't King Anymore And Why You Need An...

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

2024/05/20

Ian Faison is CEO and Founder of Caspian Studios where they create shorts, shows and moonshots (with podcasts and videos) for B2B companies. Ian wrote to me and said “I have an idea for your show…” and when Ian writes with an idea, I will of course say yes. Here’s what we cover: The old and dusty content marketing strategy; The new content marketing strategy and why companies are adopting an Owned Media Portfolio; Examples of shorts, shows and moonshots; How do you create a podcast that breaks

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00:06:27

208 - Creative Marketing Ideas That Are So Worth...

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

2024/05/13

In the last episode, Drew Brucker asked me “What are some creative marketing ideas that you or someone on the show has shared that are 100% worth experimenting with?” Drew, you’re in luck because I focused on creativity in Season 3 of the podcast and then I wrote a whole article called “36 Startups Share Their Top Creative Marketing Ideas” so in this episode I pull out those I believe startups should test. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you

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