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Modern Startup Marketing

Modern Startup Marketing

By Anna Furmanov
Shining a light on those startups that are taking their marketing efforts to the next level. Every week I talk to venture-backed startup founders, marketing leaders and startup marketing experts about marketing, brand, growth, what's working well, how they're approaching different marketing challenges, and how crazy and fun marketing can be when you're at a high growth startup. You'll also hear from me on topics like "how to prioritize your marketing" and "modern digital content strategy.” Hosted by Anna Furmanov.
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113 - BONUS 15-Minutes Jam Session With Sarah Breathnach (Head of Demand Gen at Hunters) on INBOUND
*hey listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA HubSpot's INBOUND conference took place a couple weeks ago so I invited one of their speakers, Sarah Breathnach (Head of Demand Generation at Hunters, she was also on my show before this but that episode hasn't released yet) to jam on some of the highlights and topics covered during the conference. Of course our conversation took some winding turns! That's the point of these shorter unfiltered episodes and that's what makes them so fun to do and share. Here's the link to HubSpot's new community that Sarah mentioned in the episode: https://connect.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the "Marie Kondo of startup marketing" because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also find me regularly posting on LinkedIn and join the convo: www.linkedin.com/in/annafurmanov
15:47
September 23, 2022
112 - Can Marketers Fall In Love With Outbound? (Pete Lorenco, VP of Marketing at Alyce)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA Guys, you're gonna love this episode. I finally got to bring on Pete Lorenco (VP of Marketing at Alyce) to join me on the show. I'm a big fan and you'll soon be too. Prior to Alyce, Pete was VP of Marketing at Avid Technology (a public company) and several other enterprise companies including Iron Mountain and EMC (prior to their acquisition by Dell). Alyce was founded in 2015, has 174 people and is based out of Boston, MA. They've raised Series B funding ($46M total). Alyce provides a better way to do outbound B2B marketing by transforming from transactional touch-points to delivering personal experiences using gifting, swag, and direct mail. Here's what we hit on: I had Dan Frohnen (former CMO at Sendoso) on the show, Episode 16, and we talked about gifting. There are other players in the space, how do you compete; How does gifting work effectively within the buyer journey; Some people will not agree with our POV and why that's a good thing; How is outbound broken today, and what should we do about it; Why certain goals matter in order to create an experience people will love, and what those goals should be; At Alyce you’re sourcing 70% of total new logo pipeline & revenue from inbound marketing - what's your 2022 marketing plan; What channels are you leaning into; How're you setting up effective ABM at Alyce, from your target list of accounts to winning deals; What are your top marketing challenges; What are the last 1-2 really good, creative marketing ideas you/your team has come up with. You can reach Pete on LinkedIn: www.linkedin.com/in/peter-lorenco Find out more about Alyce: www.alyce.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov
55:37
September 19, 2022
111 - Why Startup Celebrity Partnerships Are Becoming More Popular (Gil Eyal, Founder of Stardust Ventures)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA Milestone Episode! I asked Gil Eyal (Founder of Stardust Ventures) to come back and talk with me on the show about startup celebrity partnerships which happens to be a very fascinating topic. In general we talk a lot about and even implement some of the (micro) influencer marketing strategies but I bet you never thought about working with a well-known celebrity to help grow your startup. Stardust invests in early stage consumer startups that want to leverage celebrities to grow their brand. Gil is a long-time friend I met back in business school and was my very first guest on the podcast (Episode 1!) so go back and listen to that one if ya missed it. It's still one of my more popular episodes. In THIS episode we hit on: What makes celebrity partnerships with startups so effective; How does it work; How much do startups pay celebrities; What KPIs are startups looking at; As a startup that wants to partner with a celebrity, where do you even start; In what ways does working with micro-influencers differ from a celebrity collaboration. You can reach Gil on LinkedIn: www.linkedin.com/in/gileyal/ Check out Stardust Ventures: www.stardustventures.us For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the "Marie Kondo of startup marketing" because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also find me regularly posting on LinkedIn: www.linkedin.com/in/annafurmanov
23:59
September 12, 2022
110 - BONUS 2-Minutes Anna Unfiltered: New GTM Bootcamp For EdTech Founders Launches Next Week!
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA Here's a TikTok video I made for LinkedIn this week, also sharing with my listeners on here. I'm launching the new EdTech Founders Go-To-Market bootcamp next week (together with Dano who I worked with previously) in case you're an EdTech founder and listening and interested. Companies like Seesaw, Branching Minds, Pear Deck, Yoga Ed, Thimble, Graspable Math, Marker Learning and more have loved the program but it was very sales-focused so now we're adding the marketing side to round it out. Classes start Sept 14th, running for 7 weeks.  90-min sessions plus 1 on 1 time.  You'll get homework and resources. You can learn more and apply by going to the website.  For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the "Marie Kondo of startup marketing" because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also find me regularly posting on LinkedIn: www.linkedin.com/in/annafurmanov
01:52
September 09, 2022
109 - How We Grew 10K Followers And 25K Downloads Within Two Weeks (Frankie Scerbo, Co-Founder and CMO at Elude)
Happy Labor Day to my US listeners! *listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA On this episode I invited Frankie Scerbo (co-founder and CMO at Elude) to join me to talk about the cool travel startup he's helping to grow, their 2022 marketing plan, creative ideas, some challenges, and favorite places to travel. Prior to Elude, Frankie was West Coast Regional Director for EON, a hardware accessory company for the gaming tech industry. Elude was founded in 2019, has 21 people and is based out of CA. They've raised Seed funding ($7.1M total). Elude is the app that helps you wander more and wonder less. You might be wondering “where could we go for $600?” and the app helps you answer that question with a personalized trip list based on your travel preferences and goals. Here's what we hit on: Where did the idea for the startup come from; 10K+ followers on Instagram and 25K+ downloads in the app store within your first 2 weeks of launching – how’d you do that; What did your social media look and feel like; 2022 Marketing Plan - where are you putting your dollars (HINT: downloads and revenue comes much easier from Instagram and email and WOM - events); Our influencer strategy and what content they're sharing; Top marketing challenges; Creative marketing ideas ("The Boring Campaign); Favorite places to travel; Goals that Frankie wants to accomplish this year; Frankie asked me a question to round out the conversation. You can reach Frankie on LinkedIn: www.linkedin.com/in/frankie-scerbo-bba2ba81/ Find out more about Elude: https://elude.co/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov
51:01
September 05, 2022
108 - Why Most Business Content Is 100% Content Free And How Non-Obvious Ideas Can Help (Christopher Lochhead, 3X Silicon Valley CMO)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA I asked Christopher Lochhead (3X Silicon Valley public company CMO) to come back and talk with me on the show about the things we did not get to cover last time, so here's round 2! Christopher makes content (podcasts, books, newsletters) for entrepreneurs and marketers with a different mind. He's got a newsletter called "Category Pirates" and podcasts (Follow Your Different, Lochhead On Marketing) and books (Play Bigger, Niche Down). Last time he was on the show was last summer! Episode 44. We talked about “Why 98% Of Startups (And Marketers) Waste Their Time”, how companies that lead with category design are valued at 5x more, what makes a legendary entrepreneur, and how to explain category design to a 7-year old. This is still one of my most popular episodes. In THIS episode we hit on: Given all that's happening in the world, is this still an amazing time to be an entrepreneur;  Some startup marketing leaders that have done it are saying you shouldn't create a category! Why are they saying this, what's your take; What's the best way to scale your business fast (HINT: category design, understand the power of WOM and super consumer and having a strong POV); How does one actually go about creating legendary content; What's the difference between obvious vs. non-obvious content; Why solopreneurs (versus corporate) are actually really good at putting out great content; How to generate non-obvious ideas. You can reach Christopher on LinkedIn: www.linkedin.com/in/christopherlochhead/ Check out the website: www.categorypirates.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing Don't forget to follow me on LinkedIn: www.linkedin.com/in/annafurmanov
47:46
August 29, 2022
107 - If Your Marketing Sucks, There's A Crack In Your Business Strategy (Terri Avnaim, CMO at Boulevard)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA I had Terri Avnaim, CMO at Boulevard, on the show and we talked about how her experience as Chief Customer Officer (CCO) has impacted the way she runs marketing, her 2022 marketing plans plus biggest learnings in B2B marketing tech from 25+ years experience. Prior to Boulevard, Terri was Chief Customer and Marketing Officer at Sauce Labs ($151M funded SaaS).  Boulevard was founded in 2016, has ~309 people, and is based out of CA. They've raised Series B ($38M total). Boulevard is a platform that’s helping to streamline the operations of appointment-based self-care businesses (e.g. salons, spas, barbershops). From a customer: “Boulevard is the Apple of salon software.” Here's what we hit on: Terri's background as Chief Customer Officer and how that impacts her approach to marketing; 2022 marketing plan during the downturn (HINT: we tripled our marketing team in 6 months); What marketing channels are you leaning into; What marketing content are you leaning into; Top marketing challenges (HINT: this is a very emotionally charged industry); Biggest learning from 25+ years in B2B marketing tech; What has changed with marketing and what do marketing leaders need to do to adapt to this change (HINT: the best marketing is invisible, but make sure your effort doesn't disappear); Some goals you want to accomplish (personal, professional) in 2022; Terri asked me a question to round out the conversation. You can reach Terri on LinkedIn: www.linkedin.com/in/terriavnaim Find out more about Boulevard: www.joinblvd.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov
49:16
August 22, 2022
106 - How To Navigate Through Marketing Chaos (Interview w/ Spyros Tsoukalas at GrowthMentor)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA In this episode I’m getting interviewed by Spyros Tsoukalas (Head of BD at GrowthMentor) and we talk through how to navigate through marketing chaos by prioritizing marketing efforts for early stage startups. I've been a mentor on GrowthMentor for 8 months and have really enjoyed having 1:1 conversations with founders and marketers that have very specific marketing and growth questions related to what they're building and I can spend 30 minutes just helping them out. It's a wonderful community and I highly recommend it whether you're a founder/marketer looking for help or a mentor looking to help. Main topics we cover: The problem with startups' approach to marketing efforts; What to do instead, how to prioritize your marketing; What types of things should be done first, second, etc; How marketing buzzwords confuse founders and marketers and how to think about it instead. The original podcast show notes appear here: www.growthmentor.com/podcasts/prioritizing-marketing-efforts/ GrowthMentor's website: www.growthmentor.com/ My profile on GrowthMentor: app.growthmentor.com/mentors/anna-furmanov For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also connect with me on LinkedIn: www.linkedin.com/in/annafurmanov
16:15
August 15, 2022
105 - BONUS: Why Big And Bold Is Not Always The Answer For Brand Design (Lina Erez, Lead Designer at Talina Design)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA A bit of a different flavor for this episode! I had my friend Lina Erez on the show, she works with brands and people that are pushing for positive change, to design their story and spark action. Lina's got a whole slew of clients including Adler Planetarium, BallotReady and Birthright Israel. Here's what we hit on: When you say “pushing for positive change” what does that actually mean (aren't we all pushing for positive change); How do you help brands design their story for action, what’s your process; What do many companies get wrong when it comes to brand design (HINT: a lot of times they're looking for BIG and BOLD but that's actually not what you want to do, you want to think about your BIG idea); What has been your favorite project; Goals for this year. You can reach Lina on LinkedIn: www.linkedin.com/in/linaerez/ Check out her website: www.talinadesign.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also connect with me on LinkedIn: www.linkedin.com/in/annafurmanov Thanks for listening and don't forget to leave a review!
20:40
August 12, 2022
104 - There's More To Positioning Than Just Talking To Your Customers (April Dunford, Founder & CEO of Ambient Strategy)
*listeners: please fill out this short 3-min. survey to help me level up the show: https://forms.gle/iporNXSgtfuoHSPJA I'm such a big fan of April Dunford. I've read her book "Obviously Awesome - How to Stand Out in Noisy Crowded Markets" and consider her the startup positioning pro. April Dunford is founder and CEO of Ambient Strategy, a consulting firm that specializes in positioning for tech companies. April has worked with 200+ companies across the globe. For early stage startups her focus is on GTM strategy, she also works with large companies on new product intros and market positioning. Prior, April held executive roles in a series of successful startups as CEO, COO, VP Marketing and VP Marketing and Sales. Here's what we hit on: Where most companies go wrong with their positioning; April's approach to positioning for early stage startups (HINT: ask customers to "take me back before you bought our stuff, what was the trigger"); There's a handful of things that are important early stage when you only have your first few customers; After you get your first customers that love you and learn more about why, then start working on your GTM strategy; What are your top challenges, what are you trying to figure out these days. You can reach April on LinkedIn: www.linkedin.com/in/aprildunford/ Check out her website: www.aprildunford.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can also connect with me on LinkedIn: www.linkedin.com/in/annafurmanov
29:07
August 08, 2022
103 - How We Use The Metaverse To Uncover Surprising Customer Insights (Lee Anne Grant, CGO at babylist)
I invited Lee Anne Grant, Chief Growth Officer at babylist, onto the show and we unpacked some very cool stuff happening at their startup. Prior to babylist, Lee Anne held sales roles at Google, AOL, POPSUGAR and Brandless. Babylist was founded in 2011, has 212 people, and is based out of CA (also remote). They've raised Series C ($40.7M total). Babylist is the leading vertical marketplace and commerce destination for baby, driving purchase decisions for more than 8 million people each year! Babylist is way more than a baby registry and we talk about those different revenue streams. Here's what we hit on: You’ve been in sales for much of your career and now you’re CGO. What does that mean, what are you in charge of, and how does that impact how you lead; Babylist is a commerce company that has a media business - tell me more about how this works and how that affects your marketing decisions (HINT: having 3 revenue streams is incredibly intellectually interesting); Tell me more about your growth strategy during this downturn, where are you putting your dollars, what marketing channels are you leaning into; Their Halsey influencer story and how that has impacted their growth; What kinds of marketing content are you leaning into; What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: in-person plays plus the metaverse); What are your top marketing challenges; Some goals you want to accomplish (personal, professional) in 2022; Lee Anne asked me a question to round out the conversation. You can reach Lee Anne on LinkedIn: www.linkedin.com/in/leeannegrant/ Find out more about babylist: www.babylist.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov
45:21
August 01, 2022
102 - What Does The Marketer Of The Future Need To Know? (Marti Konstant, Workplace Futurist)
Have you ever met a workplace futurist before? Well, let me tell ya, they're pretty awesome and very helpful in exploring what's to come in the future of (all) work plus specific to marketers. Marti Konstant is a workplace futurist and best-selling author of “Activate Your Agile Career: How Responding to Change will Inspire Your Life's Work.” She's also the owner of Konstant Change. Prior, Marti held marketing and demand gen roles at Samsung and Open Kernel Labs (acquired by General Dynamics). Try typing in "career agility" into Google and her article still comes up #1 in the results. Here's what we hit on: What in the world is a workplace futurist;  What has made you successful in this field; Marti explains her DNA framework for how to bring your future into your present (HINT: Disrupt the model, Notice the signals, Act); How do you stay ahead; What does the Marketer of the future look like, what will they need to do and know (HINT: the expiration date for your set of skills is 4 years or less); How do we continue to stay relevant in the field of marketing as we get older; Why today’s workforce is no longer a "workforce," it’s really a “work net” (different people that are augmenting your team); What does the Metaverse have to do with all of this; What are your top challenges, what are you trying to figure out these days. You can reach Marti on LinkedIn: www.linkedin.com/in/martikonstant/ Check out her website: www.martikonstant.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen, and don't forget to leave a review! People call me (Anna) the Marie Kondo of startup marketing because I help VC backed early stage startups clean up their marketing mess to uncover more joy (and revenue). For those startups that have already built their marketing foundation and have been testing different marketing plays but just aren't satisfied with the traction they're seeing, I created the Marketing Audit + Roadmap offering. At the end of your audit, you’ll get a custom Roadmap with improvement opportunities for the next 3-6 months. So that you can finally put the missing pieces in place to start seeing more traction and stop spending time and money on the wrong things. You can learn more about it by visiting my website: www.furmanovmarketing.com/pricing You can find me on LinkedIn: www.linkedin.com/in/annafurmanov
49:21
July 25, 2022
101 - You Must Do Things That Don't Scale To Get Learnings And Build Your Engine (Andrew Bluestein, Managing Partner at Bluestein Ventures)
A request I've gotten from listeners is to bring on a VC firm to talk through “the view from the VC side” so here we go (again)! I invited Andrew Bluestein, Managing Partner at Bluestein Ventures, to join me on the show and talk about the future of food, how the pandemic has affected food startups, what they're looking for before they decide to invest in a startup, and so much more. I know Andrew from our days at Kellogg! And we recently saw each other at Kellogg's 10-year reunion. More about Bluestein Ventures: investing in the future of food founded in 2014 based out of Chicago early stage investments typically Seed and Series A portfolio companies include Crafty, FoxTrot and Factor_ (acquired) Here's what we hit on: Why the focus on the future of food, what's so cool about food; How the pandemic has impacted the food industry; What VCs want to see before they decide to invest in an early stage startup (HINT: an innovative GTM strategy); What marketing and growth opportunities can B2B learn from B2C; What do you look at to confirm if there's product/market fit (HINT: things are still happening despite all the shortcomings); What are those unique ways that startups can reach customers (HINT: post COVID, we need to go offline again); On building brands and acquiring customers, what seems to work really well; Which 1-2 portfolio companies are you personally really excited about and why. You can reach Andrew on LinkedIn: https://www.linkedin.com/in/andrewbluestein/ Check out Bluestein Ventures: https://www.bluesteinventures.com/ For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
48:07
July 18, 2022
100 - 100th Episode! How Your Digital Content Becomes Your Sales Team (Interview w/ Kap Chatfield)
Thanks for your patience, I usually post these episodes on Mondays MUCH earlier but we just got back from a road trip and I rushed over to the computer almost as soon as we got back :) WOW! 100 episodes, I can't even believe it. Thank you to all my listeners, my fans, my guests, for being a part of something that I wanted to build so I could share what top startups and leaders are doing, what’s working, what’s not, just being very transparent. Truly a labor of love.  Don't forget to leave a review if you've been joining me! In this 100th episode I’m getting interviewed (again) by Kap Chatfield (CEO at Rveal Media and host of B2B Podcasting) and we talk through modern approaches to digital content strategy for startups. Main topics we cover: Why your B2B startup needs a digital content strategy; What goes into your digital content strategy; Digital marketing needs to work for you so that you don’t need to hire more salespeople to do that work for you; Gartner’s Future of Sales research shows that by 2025, 80% of B2B sales interactions with buyers will occur in digital. This is because 33% of all buyers desire a seller-FREE sales experience – a preference that climbs to 44% for millennials - what that means for you going forward; How to assess the value of your content strategy (HINT: not through vanity metrics); What it takes to create great content; Your content strategy includes both content creation and distribution; Your customer's sales experience is not a linear journey and what that means for you. Here's the article I wrote mentioned in this episode: https://www.linkedin.com/pulse/modern-digital-content-strategy-startups-playbook-anna-furmanov/ You can find Kap on LinkedIn: https://www.linkedin.com/in/kapchatfield/ Rveal's website: https://site.rveal.media/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!
40:49
July 11, 2022
99 - What Does It Really Take To Resonate With People? (Jay Acunzo, Content Entrepreneur and Founder of Unthinkable Media)
To all my US listeners, Happy 4th of July 🎉🎉 I first heard Jay Acunzo speak on Mark Schaefer’s podcast Marketing Companion and have been following him ever since. Jay says "Don't market more. Matter more." I agree so so so much with that statement. Jay is a content entrepreneur, host of the podcast Unthinkable, writes the weekly newsletter Playing Favorites, author of the book Break the Wheel, and develops podcasts and docuseries for B2B brands. In his prior lives, Jay worked in marketing and media roles at Google, HubSpot, ESPN, and the VC firm NextView. Ann Handley (CCO at MarketingProfs and bestselling author of Everybody Writes) says about Jay: “You can go ahead and create more content. Or you can create something special that stirs hearts and engages minds. If you are the kind of person who wants your work to really matter, listen to Jay. He’ll be your perfect guide.” Here's what we hit on: Resonance is today’s top marketing skill - tell me why this is so important today; The art of storytelling - how to write stories that people connect with emotionally, and can you share your specific process; How do you measure what resonates; Great marketing is not about who arrives...it's about who stays; How to tie storytelling concepts to the startup world, how can marketers level up (HINT: marketers create a lot of stuff but it’s not gripping); How Lessonly and Kyle Lacy developed an original POV; Why being their favorite makes you completely change-proof; How do we tie storytelling back to ROI and revenue, how do we know we're really good at it; Intuition should lead and data should course correct; What are your top challenges, what are you trying to figure out; Goals (personal/professional) for 2022. You can reach Jay on LinkedIn: https://www.linkedin.com/in/jayacunzo/ Check out his website: https://jayacunzo.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!
52:16
July 04, 2022
98 - BONUS 2-Minutes Anna Unfiltered: Don't Do The Podcast To Get Leads!
***This was my most engaging LinkedIn post across 2 years of posts*** Time for another solo episode! I started creating TikTok videos and posting them to LinkedIn. So I'm stripping out the audio and adding it to the podcast. People asking me: “Anna, does your podcast drive leads?" Me: “No." People: "Then WHY are you doing it??" Most people think about marketing in terms of "will this get me leads" (lead gen) Few think about marketing in terms of "will this be really good content for my target audience" And then there's the trickle down effect. Bc if you have really good content for your target audience then they will be more likely to want to know, like and trust you they'll refer people over to watch/listen to your stuff they'll refer people over to work with you A podcast is just part of it Can be a podcast, events, webinars, unique internal data, etc. Most of it is HOW you'll develop high-quality content that stands out bc you have a unique POV you want to share out that your target audience cares about Most of it is your strategy. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!
01:54
July 01, 2022
97 - Top Ways Marketing And Sales Have Evolved Since The Pandemic - 15 Min. With Amy Volas, Founder and CEO of Avenue Talent Partners
I brought back Amy Volas, founder and CEO of Avenue Talent Partners, to talk about how marketing and sales have fundamentally changed (and also what has remained the same). Last time I had Amy on was last summer, Episode 40! So I was so glad to have her back. Love her. Amy helps startups hire sales leaders without the cringe. She has been a sales leader at ZipRecruiter, Indeed, and Yahoo!, she has personally closed $100MM+ in revenue and counting, and she's got 70+ recommendations on LinkedIn. Saweeet. Amy also co-hosts the #1 weekly virtual sales happy hour (Thursday Night Sales), link in the show notes below. Here's what we hit on: Top ways sales has changed due to the pandemic; Top ways marketing has changed due to the pandemic; What hasn't changed? You can find Amy on LinkedIn: www.linkedin.com/in/amyvolas Find out more about Avenue Talent Partners: www.avenuetalentpartners.com Link to join Thursday Night Sales: www.thursdaynightsales.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
15:44
June 27, 2022
96 - First Time Founders Think Product Wins, Second Time Founders Know GTM Wins (Elaine Zelby, Partner at SignalFire)
A request that I've gotten from listeners is to bring on a VC firm to talk through “the view from the VC side” so here we go! I invited Elaine Zelby, Partner at SignalFire, to join me and talk about all things investing in startups, building a strong relationship with port companies, product market fit and what that actually means and how that's changed over time, and more. I’ve helped advise and have also worked with SignalFire’s portfolio companies on their marketing efforts. More about Elaine: on the Board of Directors at SVEN (Silicon Valley Executive Network) worked on the product and marketing side at Zazzle, Capriza (Series C), Slack and Consensys (Series D) host of the (un)sexy podcast - ranked Top 3% globally - an exploration of just how sexy unsexy industries can be! sends a weekly newsletter called “3 Things” - a dive into 3 rabbit holes and you can join her if you want More about SignalFire: founded in 2013 based out of San Francisco invests in startups Seed through Series B Here's what we hit on: What VCs want to see before they invest in an (early stage) startup, what matters (HINT: Team, Market and Product and it's very rare to find companies with tech moats so you should be creating brand and distribution moats); What do you want to see during the relationship (HINT: be an A+ at 1-2 things and B- in everything else and we'll help get you A+ support in those other things); What does product market fit mean today, how do you know, what do you look for (HINT: customers rip it out of your hands faster than you can sell it); Which 1-2 portfolio companies are you personally super excited about and why. You can reach Elaine on LinkedIn: https://www.linkedin.com/in/elainezelby/ Check out SignalFire: https://signalfire.com/ Check out the (un)sexy podcast: https://podcasts.apple.com/us/podcast/un-sexy/id1527034265 For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
28:16
June 20, 2022
95 - This Is Huge: How To Take On Billion Dollar Companies When You're Small (Jen Zeszut, Co-Founder and CEO at Goodles)
TL;DR If you love mac n' cheese and you haven't tried Goodles yet then you're in for a wild ride. Seriously, just had them this weekend and my tummy is happy and my body is thanking me. I invited Jen Zeszut, co-founder and CEO at Goodles, onto the show and we talked about how their small startup has grown so much, so fast. Prior to Goodles, Jen was CEO at Cerebelly (baby food for healthy brain development). Prior to that she was co-founder and CRO at Beckon (SaaS, raised $44M). Goodles was founded in 2021 (!), based out of Santa Cruz (CA) and has 24 people. Seed funding ($6.4M). Goodles is noodles, gooder. PROTEIN-PACKED, VEGGIE-BOOSTED mac n' cheese. Yum. Here's what we hit on: This is cool because Wonder Woman’s Gal Gadot co-launched with you - why did you decide to bring her on the team? What were the results? How's it going; Why a celebrity is not the brand; How do you organize your marketing budget (HINT: we have "big noodles" or big rocks launching monthly); What marketing channels are you leaning into; Why you started the Make, Be and Do Gooder Community and how's it going; What content are you leaning into; Having a celebrity partner is like having a megaphone; How we measure what marketing content is working (HINT: we’re pretty meticulous measurers and turn things on and off in a staggered way); What paid ads creative seems to be working the best for you (HINT: our ads are weird like the 3D rendering of cheese dripping); Why knowing "what is your soul" (why you do what you do) is so important for startups; What are your top marketing challenges; What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: we're a lifestyle brand so we're selling all sorts of fun things like a stuffie and we just had a stuffie drop which was our biggest sales day other than launch day); Some goals you want to accomplish (personal, professional) in 2022 (HINT: it’s not the focus on the outcome. Do great work with great people that you love working with. I’m bringing personal joy to my every day and we are laughing and joking and having a fun time. I feel like I can taste the joy in this food.) You can reach Jen on LinkedIn: https://www.linkedin.com/in/jenzeszut/ Find out more about Goodles: https://www.goodles.com/ For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
46:42
June 13, 2022
94 - BONUS 3-Minutes Anna Unfiltered: Your Marketing Should Span The ENTIRE Funnel
Time for another solo episode! It's fast but packs a punch. I started creating TikTok videos and posting them to LinkedIn and so far it's going well and I love how it takes less than 5 minutes to record, add a title, and add captions and do it all myself. Talk about scrappy AND engaging. Video works, ya'll. So I'm stripping out the audio and adding it to the podcast. I was asked on a recent discovery call: “Where should we prioritize marketing in the funnel, TOF? Middle? Bottom to help close? With Customers to grow WOM and referrals?” Answer: Yes. The cool thing is your content strategy can hit ALL those levels (even with a very small team) if you’re being thoughtful about it. I like to use a 1-page marketing plan that includes specific marketing plays across the funnel. For example: TOF to Engage: podcast, social media video clips MOF to Nurture: podcast, social media video clips, newsletter, 1:1 sharing on LinkedIn, weekly virtual events BOF to Convert: case studies, testimonials, testimonial videos Customer Success: surprise and delight e.g. super responsive Slack channel, case studies / video testimonials from superfans, give them a platform to share their expertise >> get them on your podcast to discuss wins and challenges And then for each stage, also have objectives (e.g. increased website visitors MoM, 50% OR and 20% CTR for email, 5 new customers per month, etc.) How is your content strategy impacting your objectives? For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!
02:49
June 10, 2022
93 - Why You Need To Stop Selling Benefits and Start Selling Transformations (Maya Grossman, Two-Time VP of Marketing & Startup Advisor)
I had the pleasure of talking to Maya Grossman, Founder of Maya Grossman Consulting, about her experiences as VP of Marketing and how she prioritized her marketing efforts in those critical first 90 days. Maya has 15+ years of marketing experience building brands and driving growth at companies like Microsoft, Google, and most recently Canvas. As the VP of Marketing at Canvas she built the marketing team, grew qualified pipeline 3X Q/Q, doubled ARR Y/Y, and helped secure Series C at $400M valuation. She was also the VP of Marketing at Colu ($40M VC backed startup). Here's what we hit on: What's your process for getting prospects to go from "what is this?" to "I want this!" (HINT: sell the CHANGE, this is the core of product marketing); As VP of Marketing at Canvas, how did you build out the team, build out demand gen, build pipeline and sales, help secure Series C funding...all the things. How you prioritized that role the first 90 days and the results from there (HINT: start by talking to all different people and teams within the company about product, customers, positioning, etc. and see if there's a consistent message at home); How to handle ambitious goals as VP of Marketing (HINT: there will always be ambitious goals, but how to balance that with being realistic and also having quick wins); What would you have done differently while at Canvas; How did you build out your marketing team early stage (HINT: product marketing, content manager, demand gen manager and this took 5-6 months); How did you handle marketing attribution early stage (HINT: you don't have to measure everything, we didn't gate our content, we launched a podcast, community, created demand, created resources); We stopped doing Instagram and Twitter and instead focused on LinkedIn > doing one thing really well versus a bunch of things not well; Now your focus is "how to build a thriving career in marketing" - why did you decide to help people with this; Maya shares her strategy/steps for how to build a thriving career. You can reach Maya on LinkedIn: https://www.linkedin.com/in/mayagrossman/ Check out her website: https://www.mayagrossman.com/ Check out her book: Invaluable For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
42:17
June 06, 2022
92 - BONUS 3-Minutes Anna Unfiltered: What Marketing Channels Approach Works Best in 2022?
Time for another solo episode! It's fast but packs a punch. I started creating TikTok videos pretty much weekly and posting them to LinkedIn and so far it's going well and I love how it takes less than 5 minutes to record, add a title, and add captions and do it all myself. Talk about scrappy AND engaging. Video works, ya'll. So I'm stripping out the audio and adding it to the podcast. As a mentor at Growth Mentor I talk to a few startups every Friday about their marketing challenges and specific questions they have for me. Recently I was asked "as you work across startups, what marketing channels approach seems to work the best?" Cool thing about working across early stage startups is I get to see their top challenges and also help prioritize top marketing channels (based on talking to customers and finding out where they hang out online, how easy it will be to implement and based on potential impact). My answer is "it depends" but I know that's not helpful so I share more in this quick audio. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening, and don't forget to leave a review!
02:49
June 03, 2022
91 - Marketing Planning Series (Kyle Lacy, SVP Marketing at Seismic)
Happy Memorial Day if you're in the US!  WOWZA these episodes are popular...so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. We'll dive into marketing channels, budget, resources and so much more. Kyle Lacy is SVP of Marketing at Seismic (Series G). Prior, Kyle was CMO at Lessonly (Series C) for almost 5 years where he 20X’d revenue growth (70% sourced by marketing). I've had Kyle on before - check out Episode 31 where we talk about “the power of irrational ideas and golden llamas” among other things. Seismic was founded in 2010, has ~1,175 people, is based out of San Diego, CA, and Series G funded. Seismic is the #1 global sales enablement solution. Lessonly got acquired by Seismic in 2021. Lessonly is focused on training and coaching sales teams and Seismic does way more. Here's what we hit on: 2022 Marketing Plan, budget splits (HINT: the board really cares about the one metric LTV/CAC so as long as that stayed in the lane we can do whatever with our budget); Marketing channels you're leaning into this year (HINT: organic should be primary, and should always be primary); Marketing content you're leaning into this year; How you're planning to build out resources; What's your secret sauce to managing such a big (marketing) ship?? (HINT: hire people that understand how to move quickly but also have empathy/EQ because it's easier to have those difficult conversations; You need to build the marketing plan that's right for YOUR team, resources, etc; Goals that Kyle wants to accomplish in 2022. You can find Kyle on LinkedIn: www.linkedin.com/in/kylelacy Find out more about Seismic: https://seismic.com/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit my website: www.furmanovmarketing.com Thanks for listening!
23:60
May 30, 2022
90 - How To Get People That Will Never Buy From You To Passionately Recommend You (Kathleen Booth, SVP Marketing at Tradeswell)
I invited Kathleen Booth, SVP Marketing at Tradeswell, to the show and we had a blast talking about how to do marketing the way it SHOULD be done - with a customer/audience-first approach focused on community, great content, and building a brand that people love, whether they buy from you or not.  Prior to Tradeswell, Kathleen served as CMO at clean.io (Series A). She's also the host of The Inbound Success Podcast and Board-level advisor to several tech startups. Tradeswell was founded in 2019, is based out of Baltimore (MD), and has 38 people. They've raised Series A ($18.8M). Tradeswell is the real-time operating system for e-commerce. Like "mission control" for growing e-commerce businesses. Tradeswell is creating a new category called “real-time operating system”. Here's what we hit on: How buyers used to buy and how buyers are buying today (HINT: they go to peers, communities, Slack, LinkedIn, etc.) and how "meh" marketing still follows the old approach; To truly succeed you need to win the hearts and minds of the buyer and the people they’re talking to; How we organize our budget (HINT: it's not the usual 10% of revenue is spent on marketing); What marketing channels are working well (HINT: podcasts, community, niche newsletter ads); What marketing content are you leaning into this year (HINT: your content should shine a spotlight on your audience PLUS we have data that nobody else has access to); How are you building out resources this year; What are your top marketing challenges (HINT: saying no can be hard AND we're creating a category and that's a challenge for sure but there are things we are looking for in the short-term); How we're aligning really well with sales (HINT: don't pit marketing against sales, it's about the channel and not the team); What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: niche Substack newsletter sponsorship, check out the link below to learn more); Some goals you want to accomplish (personal, professional) in 2022. You can reach Kathleen on LinkedIn: https://www.linkedin.com/in/kathleenslatterybooth/ Find out more about Tradeswell: https://www.tradeswell.com/ Check out Swapstack for niche newsletter advertising: https://swapstack.co/ For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com and you can also subscribe to Anna's monthly newsletter by going here: https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba Thanks for listening!
45:10
May 23, 2022
89 - BONUS 2-Minutes Anna Unfiltered: Your Positioning Is The Fire And Fuel For Growth
Time for another solo episode! This one's fast but packs a punch. I started creating TikTok videos weekly and posting them to LinkedIn and so far it's going well and I love how it takes just 4 minutes to record, add a title, and add captions and do it all myself. Talk about scrappy AND engaging. Video works, ya'll. So I'm stripping out the audio and adding it to the podcast. In this quick episode, I cover my conversation with someone I know at a super cool VC firm that helps his portfolio of companies with marketing and growth. He said something and at first I was offended, and then I realized there's some nuance that needs to be unpacked and I do it right here. For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com and you can also subscribe to Anna's monthly newsletter by going here: https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba Thanks for listening!
01:44
May 20, 2022
88 - My Approach To Producing 10-15 Pieces Of High-Quality Content Daily (Justin Welsh, Founder of Justin Welsh Media)
Hi and welcome or welcome back! You're going to love this episode. I've known about Justin Welsh since I saw him in a video clip with Chris Walker about 2 years ago, and I've been following his journey ever since. Justin Welsh is the founder of Justin Welsh Media. He's an angel investor in B2B SaaS and an advisor for healthcare SaaS. He has built digital courses for how to get followers and customers from LinkedIn and Twitter. He would know. Justin has almost 200k followers on LI and almost 65k on Twitter AND tons of engagement. In the past, Justin helped to build two $50M+ ARR companies and raise over $300M in venture capital (SVP of Sales at PatientPop, a Series C SaaS where he still serves as strategic advisor, and Director of Strategic Sales at ZocDoc). Here's what we hit on: Writing can be harder and take longer versus (for example) talking on a podcast. How do you have so much content to write every single day? What are those systems you use to produce 10-15 pieces of high-quality written content every single day; Top books and creators Justin follows and recommends; Most people push content out and don’t analyze it...you do have to study it; What are the specific tools you use as part of your system; Justin's mission is to be a "diversified entrepreneur" and he's creating operating systems to do just that. Can you help explain what diversified entrepreneur means? What’s your WHY; Justin built The Content OS digital course, what are your top learnings to share for folks that want to be successful at productizing their knowledge (HINT: Justin has a 5-step process); How to build and execute from $0 to $50M+ ARR at your startup...thinking back to PatientPop and ZocDoc, what were the milestones for the different stages, e.g. hiring, running experiments, marketing + sales collaboration, etc. What matters at each stage; What are your top challenges, what are you trying to figure out; What are 1-2 big sales trends you're seeing today that startups should be aware of (HINT: there's a big missed opportunity to empower your team to create content where your buyers are hanging out online); What are some goals you want to accomplish (personal, professional) in 2022. You can reach Justin on LinkedIn: https://www.linkedin.com/in/justinwelsh/ On Twitter: @JustinSaaS Find out more about Justin by visiting his website: https://www.justinwelsh.me/ For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
42:21
May 16, 2022
87 - How This DTC Grew 500% in 2021 (Christopher Jane, Co-Founder and CEO at Proper Good)
When I say "no fridge needed and 90 second convenience" what comes to mind? Well soon, my friend, you will be seeing Proper Good everywhere. I invited Christopher Jane, co-founder and CEO at Proper Good, to talk about his delicious company and what they're working on with their marketing efforts. Prior, Christopher was co-founder and CEO at Montana Mex (clean label seasonings, sauces and oils carried by Whole Foods, H-E-B, Albertsons and more). Proper Good was founded in 2020, is based out of Austin (TX) and has raised Seed funding ($1.5M). Proper Good is 90-second tasty meals with clean ingredients delivered direct to your door. Check out their keto, vegan & low-calorie options. I tried 'em and they're tasty! Here's what we hit on: Proper Good was on Shark Tank! How'd it go? (HINT: got a lot of interest from just the viewership but also a lot happened AFTER the show aired); How'd you come up with that name, what's the backstory; 2022 Marketing Plan - budget, channels, resources (HINT: reduced spend on Insta and FB, increased spend on sampling and top of funnel); How's TikTok working out for you; What types of content are you leaning into (HINT: simple and focused messaging, customer reviews and testimonials, and emotional messaging); Who's your competition (HINT: competition really "lifts all boats"); We grew 400-500% in 2021 with the same base team, who's on the team; What are your top marketing challenges; What are the last 1-2 really good, creative marketing ideas you’ve come up with (HINT: it involves food donations and creating an enormous flywheel effect); Some goals you want to accomplish (personal, professional) in 2022; How new product innovation works at Proper Good (HINT: we have a private Slack channel for feedback and our Broccoli Cheddar has been revised 5X over 2 years! You can reach Christopher on LinkedIn: https://www.linkedin.com/in/chrisofthejane/ Find out more about Proper Good: https://eatpropergood.com/ For more content like this, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
38:48
May 09, 2022
86 - Marketing Planning Series (Rob Singer, CMO at Remitly)
WOW these episodes are popular...so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. We'll dive into marketing channels, budget, resources and so much more. Rob Singer is CMO at Remitly. Prior, Rob was CMO at Ancestry.com, and at Smule, and at Habit. I've had Rob on before - check out Episode 17! Remitly was founded in 2011, has 1,264 people (WOAH) and is based out of Seattle. And guess what?! They IPO'd September 2021!! Remitly helps people send money across borders. There are millions of immigrants around the world that make the huge sacrifice of leaving their families behind to live and work in another country. Remitly makes international money transfers easy. Here's what we hit on: 2022 Marketing Plan (HINT: being public doesn’t matter, what’s gotten us here will enable us to keep moving forward); For new customer acquisition and revenue growth, we spend to a certain payback; Now we're focusing more on organic growth (creating demand in lower cost channels); Marketing channels we're leaning into (HINT: audio, TV); Marketing content we're leaning into (HINT: music and food); Rob's personal and professional goals. You can reach Rob on LinkedIn: www.linkedin.com/in/rob-singer-313131/ Find out more about Remitly: www.remitly.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit my website: www.furmanovmarketing.com Thanks for listening!
25:20
May 02, 2022
85 - You Gotta Stir Up Emotions By Sharing Your Experience (Matthieu Silberstein, VP of Creative Marketing at Lili)
We talk about how important storytelling and emotional connection is for really great marketing. But can banking be emotional?  You betcha.  I brought on a creative leader to talk about how and why it's important to nail this. Matthieu Silberstein is VP of Creative Marketing at Lili. Matt works on commercials, PR, influencers, podcasts, social, content, media partnerships, OOH, and creative writing including voice and storytelling. Matt also owns his own business, creating video content for companies like FOX STUDIOS, HEARST DIGITAL, CONDE NAST, FUSE, THE NEW YORK POST, POPSUGAR, and more. Prior to Lili, Matt served as video content director for Spoon U, a media-tech startup (acquired by Scripps Networks for $11M, and then Scripps was acquired by Discovery for $14.6B) and video director and marketing producer for Popsugar. Lili was founded in 2018, is based out of NYC, and has 84 people. They've raised Series B ($80M total). Lili is the all-in-one banking app designed for freelancers. Your checking/savings account, taxes, invoices, expense reports – all in one app. Here's what we hit on: You joined Lili in 2019 as a contractor, what were you focused on then as Head of Content; What is the stigma around the term "freelancer" (HINT: it's not a job title, it's a status); 2022 Marketing Goals (HINT: I'm inspired by seeing real people, not by looking at my phone); What content marketing are you leaning into this year (HINT: trying to make taxes sexy); What marketing channels are you prioritizing (HINT: we created a cool TV ad, link in the show notes below); What is Lili’s unique Voice and how do you use Storytelling as part of your creative efforts (HINT: Lili’s voice is my voice because it’s so organic to me); What are your top creative challenges; What does “creative'' mean to you and which brands are most creative; Some goals Matt wants to accomplish in 2022 (HINT: go back out into the world and rekindle inspiration, find that fire). You can reach Matt on LinkedIn: www.linkedin.com/in/matthieusilberstein/ See Matt's creative work: www.matthieusilberstein.com Find out more about Lili: https://lili.co/ Here's the "I Need This" commercial: https://www.youtube.com/watch?v=nGuDgvx0EWo For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
42:12
April 25, 2022
84 - What I've Learned From Category Designing 50+ Startups (Josh Lowman, Founder and CCO at Gold Front)
Welcome back!  As you may have heard, I'm intrigued by category design. I've had both Christopher Lochhead and Andy Raskin on the show to chat more on the topic, and those are actually some of the more popular episodes on the podcast.  Josh Lowman helps startups (like Robinhood, Newsela, Uber, Bizzabo, and Clari) create and own their category. I wanted to bring Josh onto the show and dig into exactly HOW he helps startups design categories and learn about some specific examples. Josh is Founder and CCO at Gold Front, a category design studio based in San Francisco and LA. He's also the host of the Category First podcast. Here's what we hit on: What does category creation mean to you (HINT: it's a whole company strategy); Exactly how you’ve helped different brands like Robinhood, Newsela, Uber, Bizzabo and Clari with category design. Where do you start? What does that process look like (HINT: everyone has a different context, but in common is to disrupt the old way of doing things); Why the CEO collaboration is key; What are the pitfalls or watch-outs if you’re a startup planning to create and own a category; How does timing play into successful category creation? What needs to click out there in the world for this to work; Can everyone be a category creator (HINT: we're just keeping people honest. As a startup you're not telling your investors that you have something incrementally better); How did you bring category creation into Gold Front’s business strategy; What are some goals you want to accomplish (personal, professional) in 2022. You can reach Josh on LinkedIn: https://www.linkedin.com/in/joshlowman/ Find out more about Gold Front: https://www.goldfront.com/ Check out the Category First podcast: https://podcasts.apple.com/us/podcast/category-first/id1601824968 For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
24:41
April 18, 2022
83 - How To Prove The ROI From Your Audio/Video Content (Holly Pels, VP of Marketing at Casted)
I'm SO excited to bring you this episode on the MSM podcast. Many marketers are struggling to prove the ROI/value from their audio/video content but deep down we KNOW it's the good stuff. It's why we became marketers in the first place! The gems dropped throughout this episode are so valuable. Holly Pels is VP of Marketing at Casted. Prior, Holly was Director of Marketing at Emarsys (Series B SaaS acquired by SAP). Casted was founded in 2019, already has 58 people, and they've raised Series A ($9.5M). Based out of Indianapolis (IN). Casted is the first Amplified Marketing Platform and the only audio and video podcast solution designed for enterprise marketers. With Casted, marketers can unlock the power of audio and video by getting access to use your most valuable content across every channel, AND prove the ROI of your audio and video content. Customers include PayPal, OpenView, Salesforce, Hubspot, Auth0, ZoomInfo, Drift, and more. Here's what we hit on: What in the world is amplified marketing; Audio and video and being a media powerhouse - that’s table stakes for startup marketing these days. We know it’s important, but it can be 1) hard to do especially as you get bigger and 2) hard to prove the ROI of content like podcasts (downloads vs. how’s it actually impacting sales??) so that you can build in more budget and resources for it. What’s your recommendation for how to get this going and prove ROI; Why content marketers are undervalued and overworked and what can we do instead; Content is created for different purposes (e.g. get people engaged, excited, educated) and not necessarily linear to the sale. Still, you can prove the impact; Who's on Casted's marketing team; 2022 Marketing Plan - budget, channels, content; How are we building predictable pipeline; What are your top marketing challenges (HINT: educating people on the new category “Amplified Marketing” takes time and effort); You went from Director of Marketing to VP, what were those most important things you did that led to a promotion (HINT: making use of what was created before, not necessarily focused on net new); What are the last 1-2 really good, creative marketing ideas you/your team has come up with (HINT: our new Marketing Therapy show); Holly's personal/professional goals for 2022. You can reach Holly on LinkedIn: https://www.linkedin.com/in/hollypels/ Find out more about Casted: www.casted.us For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
51:34
April 11, 2022
82 - Marketing Planning Series (Alvaro De La Rocha, CMO at Bespoke Post)
WOW these episodes are popular...which tells me that folks are lovin' the series...so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. We'll dive into marketing channels, budget, resources and so much more. Alvaro De La Rocha is CMO at Bespoke Post. Previously he held roles at Ogilvy and Microsoft on the product/marketing side. We also went to business school together. I've had Alvaro on before - check out Episode 30! Bespoke Post was founded in 2011, has 80 people now, and is based out of NYC. They've raised Series B! ($48.9M total) Bespoke Post is goods and guidance, delivered monthly. Upgrade your day-to-day life through themed boxes full of gear – shaving sets, shoe shine kits, home bar essentials - for men. Here's what we hit on: 2022 Marketing Plan - how are you organizing your budget (HINT: it's been a challenging year from paid ads perspective, so getting more creative); How and why we've changed our attribution model (HINT: our new model includes relevant inputs like "how did you hear about us" survey); What did we put in our TV ad (HINT: it's a kind of testimonial spot which performs really well) What marketing channels are you leaning into (HINT: includes TV and radio); What content are you leaning into (HINT: we're reinforcing the lifestyle to build the brand); Some goals that Alvaro wants to accomplish this year, personal and professional. You can reach Alvaro on LinkedIn: www.linkedin.com/in/alvaro-de-la-rocha-2549b3/ Find out more about Bespoke Post: www.bespokepost.com For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit my website: www.furmanovmarketing.com Thanks for listening!
28:00
April 04, 2022
81 - Being Wealthy Versus Living A Wealthy Life (Dean Brauer, Co-Founder & President at GoHenry US)
Hello and welcome back! On this episode of MSM not only do we talk startup marketing, but Dean also throws in some great life advice. We talk money. We talk kids. We chat about how parents traditionally handle money with their kids and why it's time to revamp that approach. Dean Brauer is co-founder and president at GoHenry (US). Prior, Dean held senior roles at leading advertising and digital agencies for PlayStation, Unilever and O2 (a large European telco). GoHenry was founded in 2012, is based out of London and New York, and has 200+ people. Funding: $66.2M total. GoHenry is the kids’ debit card and financial learning app that helps you nurture money confidence in your kids. Meant for kids ages 6-18 years old. Here's what we hit on: Chase has a banking service for kids (I just got a mailer recently and my friend mentioned she’s using Chase with her kids). How do you think about GoHenry (startup) vs. the big banks offering something similar? How do you step up as the challenger brand? (HINT: the biggest competition is cash, not banks); 2022 marketing planning - what marketing channels are you leaning into this year? Where have you seen the most success (HINT: organic growth is always happening and if you can deliver delight then people will tell other people); What content (marketing) are you leaning into (HINT: our content efforts drive storytelling and inspires people); How do you think about ROI from content marketing (HINT: give yourself 6 months of discovery with resources, figuring out KPIs, and to see how your hypotheses turn out); How are you planning to build out resources this year; How do you successfully change the status quo (HINT: build on the frictions); What are your top marketing challenges; What have you learned about the UK vs. US consumer and how does that help inform your marketing efforts; What are the last 1-2 really good, creative marketing ideas you/your team has come up with (HINT: the Money Missions concept was a really creative approach to tackling financial literacy, we had product + marketing working very closely together); What are some goals you want to accomplish (personal, professional) in 2022. You can reach Dean on LinkedIn: https://www.linkedin.com/in/dean-brauer-a3a2126/ Find out more about GoHenry: www.gohenry.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
47:13
March 28, 2022
80 - How A Consumer-First Mindset Shapes Marketing At Figma (Nairi Hourdajian, VP of Communications, Content and Community Marketing at Figma)
I had the pleasure of welcoming Nairi Hourdajian (VP of Communications, Content and Community Marketing at Figma) to the show. Nairi is also the founding member of All Raise (programs to accelerate the success of female founders and funders to build a more prosperous, equitable future). She has held marketing leadership roles at Canaan (early stage VC firm) and Uber. Figma was founded in 2012, has 550 people, and is based out of San Francisco, CA. They've raised Series E funding ($332.9M total). Figma is a design platform for teams who build products together. Customers include Slack, Twitter, DropBox, Square, AirBnB, Netflix, Zoom, Uber, and more. Here's what we hit on: Figma’s Marketing team, what are the different groups, who and how many people on your team; How does your team integrate campaigns together across other teams within Marketing? Internal communications - how do you make sure the whole company knows and is excited about what you’re working on? What processes are in place (HINT: preview those BIG initiatives internally first, this gets people excited and talking which is more leverage for your company); Your 2022 Marketing Plan. How are you thinking about and splitting your budget for content and community; To build your content/community, what marketing channels are you leaning into; What specific content are you leaning into; What have you learned from your expert designers so far; You're an expert in PR. Tell me about your experience with PR, what has changed, what has stayed the same? What are startups doing wrong with their PR efforts (HINT: if you’re the PR head at your startup, tell it straight to your founder "here’s what’s possible, here’s what’s not"); What are your thoughts on building a brand successfully for early stage vs. for later stage startups? What tends to happen and what should be done instead (HINT: your website is a channel and it's worth taking a beat to really think about your positioning, where you fit in the competitive landscape, what kind of response from customers are you looking for, that foundational brand work, what is the core narrative, what is the brand promise); What are your top marketing challenges? (HINT: make sure there's philosophical alignment at your company around ROI from brand marketing efforts); What are the last 1-2 really good, creative marketing ideas you/your team has come up with. You can reach Nairi on LinkedIn: https://www.linkedin.com/in/nairi-tashjian-hourdajian-37601411/ Find out more about Figma: https://www.figma.com/ Check out the Figma store: https://store.figma.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
43:55
March 21, 2022
79 - Marketing Planning Series (Kristi Annes, VP Marketing Strategy at IMO)
These episodes are pretty popular, which tells me that folks are lovin' the series, so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic). We'll dive into marketing channels, budget, resources and so much more. Kristi Annes is VP Marketing Strategy at IMO (Intelligent Medical Objects). Prior to that she was a marketing leader at IBM Watson. I’ve had IMO on before - Michael Klozotsky, CMO at IMO, came on for Episode 4 back in November 2020! We talked about how IMO’s marketing plan shifted after the pandemic hit (instead of scrambling to get their in-person even over to virtual, IMO ran a really creative marketing campaign around how it’s so great we don’t have to travel called “No Travel Required.” We talk about that and so much more. IMO is based out of Chicago, has ~270 employees, and received significant investment from Warburg Pincus (IMO's PE firm) and leading U.S. health systems in 2016. IMO has developed the most widely-accepted medical terminology solution for the management of medical vocabularies and software applications at healthcare organizations worldwide. IMO's solution is used by more than 3,500 hospitals and 450,000 physicians daily. Here's what we cover: IMO's 2022 Marketing Plan - what's your budget split; What marketing channels are you leaning into (HINT: we talk about the importance of in-person events and some other channels they're testing); What content are you leaning into; Who's on the marketing team to help put the plan into action; Anything else that's unique about your plan; Some goals that Kristi wants to accomplish this year, both personal and professional. You can reach Kristi on LinkedIn: https://www.linkedin.com/in/kristiannes/ Find out more about IMO: https://www.imohealth.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
23:47
March 14, 2022
78 - Hire For Customer Success, Not Customer Support (Megan Bowen, COO at Refine Labs)
Megan Bowen is COO at Refine Labs. If you don't know her, you're missing out because she's a smart, kind and genuine leader. Prior to Refine Labs, Megan was VP of Customer Success at Platterz, COO at Managed by Q, and held leadership roles at GrubHub and ZocDoc. I’ve had MJ Peters, now at Refine Labs, on the show (Episode 9 - we talked a lot about voice of customer research and insights) and of course Chris Walker (Episode 35 - “over-prioritizing sales is your SaaS startup’s biggest mistake”). Now Megan! Refine Labs is a demand accelerator for B2B SaaS companies. They help companies increase marketing’s contribution to qualified pipeline and revenue while lowering CAC. Here's what we talk about:  Customer onboarding, success, retention is SO important but often we create our marketing plan and we leave that part out, we’re so focused on creating awareness and acquiring new customers. What does strong customer success look like for an early stage startup (HINT: it's NOT customer support); When is the best time to hire a dedicated customer success person or team (HINT: as soon as you have customers); Who should you hire (HINT: Megan shares a framework for building your team); What are the most common pitfalls when it comes to customer onboarding/success; How to ensure customer success + sales + marketing + product is fully aligned, and on what things do they need to align on; What does Customer Success look like at Refine Labs (HINT: we've recently revamped our onboarding); Megan embraces a “human-first” leadership approach - what does this mean and what are top 1-2 leadership lessons to share; What are some goals Megan wants to accomplish (personal, professional) this year. You can reach Megan on LinkedIn: https://www.linkedin.com/in/meganwhitebowen/ Find out more about Refine Labs: www.refinelabs.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
41:25
March 07, 2022
77 - Marketing Planning Series (Kristina Simonson, Director of Demand Generation at Privy)
These episodes are pretty popular, which tells me that folks are lovin' the series, so let's keep this going! Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022. I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, resources and so much more. Kristina Simonson is Director of Demand Gen at Privy. Prior to that she was at Wordstream managing full-funnel marketing and sales results. I’ve had Privy on before, Episode 55 - Dan Murphy, VP of Marketing at Privy. We talked about TikTok! Listen to that episode too. Privy was founded in 2011, has 94 people, and is based out of Boston. Funding: Series A ($4.3M total). Privy is the leader in e-commerce marketing. Email & SMS for online brands that need the tools & coaching to grow sales. Privy is used by over 600,000 stores in 180 countries today, helping to generate $6B in sales. WOA. Here's what we cover: What does Demand Gen mean at Privy? (HINT: top of funnel + full funnel); Privy's 2022 Marketing Plan - what's your budget split? (HINT: a big focus on plugging gaps, not just bringing in more); What marketing channels are you leaning into; How we're thinking about using TikTok strategically; What content are you leaning into (HINT: working with influencers, building on our podcast); How does the podcast help to impact your funnel; Who's on the marketing team now and how will you plan to build out resources; Anything else that's unique about your plan; Some goals that Kristina wants to accomplish this year, both personal and professional. You can reach Kristina on LinkedIn: https://www.linkedin.com/in/kristinasimonson/ Find out more about Privy: https://www.privy.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
25:35
February 28, 2022
76 - BONUS 20-Minute Unfiltered Solo Episode With Anna (10 Marketing Questions From Tech CEOs Answered)
Hey everyone. So I have not done a solo episode in a WHILE and I thought "hey, it's time." I did a OneGuide Marketing Roundtable a while back and answered these 10 questions from CEOs of tech companies. What's OneGuide? OneGuide is like your on-demand advisory board >> expert calls and written how-to guides for fast-growing B2B companies. Check them out here: https://askoneguide.com/ Here are the questions I answer in this episode: 1. What are best practices to convert leads into customers with minimal direct human interaction (e.g. focusing on digital)? 2. How do you stay current with the latest marketing trends? 3. What is the difference between demand generation and lead generation? 4. What do you need to set a foundation for your demand generation? 5. Interested in learning how to get the biggest bang for the buck? 6. Nowadays creating and posting “expert content” is all the rage. However, most companies that do that seem to outsource composing such content to agencies without the expertise in the area. Does that work? Is it worth it to improve company visibility? 7. As we establish the marketing department with scarce resources, which strategies should we be focusing on? 8. Does inbound marketing have an impact on outbound sales? 9. How to effectively implement online demand generation in a business that is primarily offline? 10. We have a good foundation (SEO, paid search, analytics, CRM, content) - how to scale effectively? Resources mentioned during this episode: - How to Prioritize your Startup Marketing is Episode 15 - My content creation conversation with Devin Bramhall (CEO at Animalz) is Episode 63 - Modern Demand Gen Playbook: https://furmanovmarketing.com/playbooks/modern-demand-gen-for-startups - VoC Research Playbook: https://furmanovmarketing.com/playbooks/use-these-6-steps-to-build-personas-like-a-boss - 1-Page Marketing Plan Playbook: https://furmanovmarketing.com/playbooks/3-steps-to-create-a-winning-marketing-plan This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here: https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba Thanks for listening!
21:59
February 25, 2022
75 - Look For Interesting Surprises That Will Help Steer The Ship (Jen Root, Co-Founder and VP of Marketing at Manifest Commerce)
I got a chance to speak with Jen Root, co-founder and VP of Marketing at Manifest Commerce, and it was a great convo with an early stage startup that's got some exciting stuff in the works plus a "sprint and fix" mentality. It's such an exciting time. They've also been the podcast's sponsor! Manifest Commerce was co-founded in 2021 by a team of four people including George Wojciechowski (ShipBob's co-founder, ShipBob has raised Series E and the company is valued at over $1B). Together, the team at Manifest Commerce has a passion for climate action. Manifest is earth-friendly e-commerce fulfillment and they're leading the logistics movement towards a greener supply chain. Here's what we hit on: Your 2022 marketing plan - how are you organizing your marketing budget, what channels are you leaning into (HINT: Partnerships); What's the difference between a merchant and a sustainability-focused merchant; What are your top marketing challenges right now (HINT: understanding CAC and CLTV plus finding the time to engage with our community on social); How has the pandemic affected your marketing strategy (HINT: we're still focusing on in-person e.g. April/May sustainability summit where merchants can learn from other merchants); What are the last couple of really good marketing ideas you've come up with; What’s a tough question you’ve had to ask yourself recently (HINT: "what if this doesn't work?"); What are some goals you want to accomplish in 2022 (HINT: once we're bigger, one of our big goals is to speak at the United Nations!); I found out that Jen is a singer so I asked her to sing a bit for us at the end. You can reach Jen on LinkedIn: https://www.linkedin.com/in/jennifer-root-70249051/ Find out more about Manifest Commerce: https://manifestcommerce.io/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
49:16
February 21, 2022
74 - How We've Invested In Organic From Day 1 - Mitch Wainer, Co-Founder and CMO at Welcome Homes
What a cool company! I recently spoke with Mitch Wainer, Co-Founder and CMO at Welcome Homes. Prior to Welcome Homes, Mitch was CMO at Clubhouse (renamed to Shortcut, a Series B SaaS startup), CMO and Co-Founder at DigitalOcean, and he's also a Techstars alum. Welcome Homes was founded in 2020, has 49 people, and is based out of New York. They've raised Seed funding ($5.4M). Order your dream home, online! Build the home you want, where you want for a guaranteed, all-in price. Right now it's available in the NY metro area, with more cities coming soon. Here's what we hit on: Mitch's 2022 Marketing Plan - budget, channels, content and resources; Online AND offline channels; Paid is faster, sure, but here's why you need to invest in organic from Day 1 (HINT: it takes time, the content compounds, and your audience grows); Why it's important to have reps and sets on a daily basis; The content we're leaning into (HINT: create value without asking for anything); The last 1-2 really good, creative marketing ideas we've come up with (HINT: brand partnerships and the broker/agent channel. One big creative idea is great but it's more important to do reps and sets); Why we're treating home buyers (B2C) as B2B; Mitch's goals for 2022. You can reach Mitch on LinkedIn: https://www.linkedin.com/in/mitchwainer/ Find out more about Welcome Homes: https://welcomehomes.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
23:43
February 14, 2022
73 - My Job Is To Translate Copywriting Into Revenue - Wes Yee, Head of Integrated Marketing at Ramp
Well, well, well. Another startup from NYC that is growing FAST! I explored a slightly different angle with Wes Yee (Head of Integrated Marketing at Ramp) specifically how to make sure your marketing efforts are truly integrated at a fast growing startup.  Prior to Ramp, Wes was the Senior Director of Growth at Guru (Series C tech startup). Wes has 10+ years experience building and scaling revenue-focused marketing teams at early-stage (Series A -> Series D) B2B tech startups. His teams have grown ARR from less than $5M to $15M+ and less than $10M to $50M+. Ramp was founded in 2019, is already at Series C ($620M total), has a unicorn valuation of $3.9 billion, and 220 people strong. Ramp is a finance automation platform designed to save businesses time and money. “The only corporate card and spend management platform designed to help you spend less.” More than 2,000 businesses are using Ramp already. Check out this UX (web page) for "Why Ramp?" I love this reader experience and how the problem is explained. Here's what Wes and I cover: What marketing trends should startups be aware of or exploring (HINT: how to measure what's hard to measure, also "intrinsic advertising" in gaming); You sell to startups, small business, and enterprise, so how does your marketing need to change for each of these segments; What's been working well for marketing/growth; Creating a culture around radical accountability; What's your key metric (HINT: his job is to translate copywriting into revenue); What are the big challenges right now; How do you integrate your marketing efforts; What's the one question you'd ask 100 of your peers in marketing leadership; What are some goals you want to accomplish this year. You can reach Wes on LinkedIn: https://www.linkedin.com/in/wesyee/ Find out more about Ramp: https://ramp.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
33:02
February 07, 2022
72 - Treat Your Startup Like a Media Powerhouse (Interview With Kap Chatfield, Host Of B2B Podcasting)
This was a fun interview I had with Kap Chatfield, Host of the B2B Podcasting podcast. In this episode, Kap and I talk about: Marketing needs a mindset shift to evolve in today’s digital age; How to find your ICP (ideal customer profile) and what questions to ask; Most common marketing problems that I hear from startup founders; Biggest issues startups have with their marketing; Why you should start your own thought leadership podcast; Why storytelling is so important for startups; How video clips from your podcast help you reach your target audience; How your business will grow from the influence of your podcast. Here's a link back to the original episode with the full transcript: https://blog.rveal.media/why-you-need-to-treat-your-startup-like-a-media-powerhouse-with-anna-furmanov This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify or wherever you like to listen. You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here: https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba Thanks for listening!
40:14
January 31, 2022
71 - Marketing Planning Series (Dan Frohnen, CMO at UpKeep)
Yaaaaas! Looks like folks are lovin' the series, so let's keep this going. Sprinkling in another episode for the "Marketing Planning Series" where I invite back top startup founders and marketing leaders to talk about their marketing plans going into 2022.  I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, and resources and so much more. Dan Frohnen is CMO at UpKeep. Prior to that, he was CMO at Sendoso. Welcome back to the show, Dan! UpKeep was founded in 2014, has 176 people, and is based out of LA. Funding: Series B ($48.8M total). UpKeep is the #1 software for maintenance and facility management teams, a platform developed for technicians and maintenance workers that provides them with a computerized maintenance management system. Customers include McDonalds, Pepsi, Shell, and Marriott. Here's what we cover: Dan recently joined UpKeep and the first 7-8 months have been spent on laying down the (marketing) foundation, learning what’s working versus not, plus figuring out what’s going on in the world; 2022 marketing plan - budget, channels, and resources; Roughly 80% of the budget is direct to pipeline and revenue (paid ads, events, SEO, content) and the other 20% is for stuff like content production, agency support, analysts and brand; Dan is helping to support more of a demand gen motion (versus inbound lead gen); Who’s on the marketing team now, and how are you planning to build out resources for 2022; Why the designer is UpKeep's secret weapon; UpKeep is a leader in a bunch of product categories with slightly different buyers and value props. How Dan is thinking about category creation moving forward (HINT: you need to think about it as a business strategy and not just something that marketing is doing);  What's the "market narrative framework" and how it ties into ongoing thought leadership that the team rallies around; Some goals that Dan wants to accomplish (personal, professional) in 2022 (HINT: being happy personally will make everything in your life amazing). You can reach Dan on LinkedIn:  www.linkedin.com/in/danielfrohnen/ Find out more about UpKeep:  www.upkeep.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
19:08
January 24, 2022
70 - Marketing Planning Series (Cassidy Shield, VP of Marketing at Narrative Science)
Hi to my amazing listeners! This episode kicks of the beginning of what I'll call the "Marketing Planning Series" where I invite back founders and marketing leaders to talk about their marketing plans going into 2022. I get questions from startups about this a lot (especially as the marketing landscape has changed so much throughout the pandemic) so I know this is on people's minds. We'll dive into marketing channels, budget, and resources and so much more. Cassidy Shield is VP Marketing at Narrative Science. Prior to that, he was VP Marketing at Gogo, VP Marketing at NetCracker and spent 13 years at Alcatel Lucent, purchased by Nokia. He also went to Kellogg (woop woop!). Narrative Science was founded in 2010, has 85 people, and is based out of Chicago. Funding: Series D ($43.4M total) and they just got acquired!! Narrative Science allows you to humanize analytics with data storytelling (not dashboards). Here's what we cover: 2022 marketing plan - budget, channels, and resources; How are you splitting your budget organic vs. paid; What channels are you leaning into and why (NOTE: 90% of revenue is marketing sourced); They launched their first event (Data Storytelling Summit) and realized "hey, we're good at this"; Who's on the marketing team now and how you're planning to build out; Planning can't start until you know the goals of the business (HINT: we do this every 3-6 months on a rolling basis); Cassidy shared some other unique/helpful things related to marketing planning e.g. galvanize around your "big rock" items; Some goals (personal/professional) for Cassidy going into 2022. You can reach Cassidy on LinkedIn:  www.linkedin.com/in/cassidyshield Find out more about Narrative Science: www.narrativescience.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
21:58
January 17, 2022
69 - Forever A Creator (Interview With Harry Duran, Host Of Podcast Junkies)
This was a free-flowing interview with Harry Duran, Host of the Podcast Junkies podcast. He did not send me questions in advance! :) In this episode, Harry and I talk about: My background in business and marketing; How I think about marketing and the psychology behind the field; Why I decided to start my podcast; My passion for helping startups build powerful brands and businesses; How I have grown as a podcast host since launching in November 2020; Why I would NEVER sell to the guests that come on my show; What do people misunderstand about me (I think?). Here's a link back to the original episode: https://podcastjunkies.com/280 You can subscribe to Podcast Junkies here: https://podcastjunkies.com/subscribe This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here. Thanks for listening!
48:12
January 10, 2022
68 - How To Get More Attention From Your Marketing (10-minute Episode With Anna & Zineb)
Happy New Year to all my fantastic listeners!!  I hope everyone enjoyed some time off with family and friends while staying safe and healthy. Cheers to 2022! I spoke with Zineb Layachi on the topic of ATTENTION. How little time we focus on the attention part of our marketing efforts. People have to NOTICE the content, ad, video, email, etc. that you're sharing with them. How do we get the right people to notice? Zineb works heavily with startups. She's the founder and chief marketer of Raise The Runway and she's co-host of PitchSLAP (private pitch mentoring for startups to nail their pitch). Here's what we covered: Let's take a step back...how do people actually notice something; What's the real challenge for startups (HINT: not enough of the being different in all the RIGHT ways); What are the best ways to get attention with your marketing (HINT: start with understanding your customer, know what thought leadership matters to them, take a stance, fire people up, create content that resonates, and be consistent). You can find Zineb on LinkedIn: www.linkedin.com/in/zineblayachi This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com. Anna's monthly newsletter: subscribe by going here. Thanks for listening!
11:04
January 03, 2022
67 - They Spent 100 Hours To Better Understand Their Customer And Grew 2.6X In 2021 (Aleksandr Volodarsky, CEO and Founder at Lemon.io)
I knew I had to get them on as soon as I stumbled onto their website (check it out if you haven't heard of them yet). Aleksandr Volodarsky is CEO and Founder (and now Chief Twitter Officer, almost 12k followers) of Lemon.io. Prior to Lemon, Aleks held sales roles at various companies. Lemon.io was founded in 2015, has 39 people, and is based out of Ukraine. They've raised an angel round ($60k). Lemon.io connects early-stage startups with vetted offshore engineers. In 48 hours or less, they can help find the (remote) developer of your dreams. And I can see how this offering is only getting more popular now as more people are looking for devs and more devs are looking for good companies to work for. Here's what we cover in this episode: The website is killer, it still makes me chuckle. I’m a huge fan. Who made it? What does it take to create something so different that it stands out from everything else? What kind of mindset do you need to have; How do you ensure that this voice carries through other parts of the company e.g. sales, customer experience, marketing; How did you get your first customers? What has been your approach to building the brand and community; What channels are working the best for you right now (HINT: Twitter and influencers); What are your biggest challenges (HINT: finding that balance between supply and demand); You grew Lemon from $2.7M to $7M in 2021 - awesome - we talk about building in public and why/how you do it; What Aleks asked 500 people on Twitter and used that as insights for growth. You can reach Aleksandr on Twitter: https://twitter.com/volodarik Find out more about Lemon.io: https://lemon.io/ Follow Aleksandr’s growing the company in public - subscribe by going here: https://volodarik.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
44:25
December 27, 2021
66 - How To Break Through In An Intense And Crowded Market - Evan Davies, Head of Marketing, Partnerships and Solutions at Coda
Evan Davies is Head of Marketing, Partnerships, and Solutions at Coda (almost 5 years!). Prior to Coda, Evan was at Box, and prior to that he was a product manager at Accenture. Coda was founded in 2014, has nearly 200 people, and is based out of SF. They've raised Series D ($240M total). The problem: for years, our teams have been split across documents, spreadsheets, and apps. Time to bring us back together!  The solution: Coda is a new doc that brings words, data and teams together. It's making a doc as powerful as an app. Here's what we hit on: “Document collaboration platform” vs. “project management tool” - how are you thinking about the market category you play in; Evan shared a couple of big marketing/content trends that startup founders and marketing leaders need to be aware of (HINT: the maker generation is one topic we explored, and we also discussed the resurgence of OOH ad buys); I asked Evan to tell me more about the Gallery content on the website, what's the goal; We talked about how Arianna Huffington used Coda to build the Power Of Reset doc; Marketing and creator growth: what’s working well for Coda right now? What channels? (HINT: user generated content, SEO/SEM, paid); Marketing challenges? (HINT: how to build strategy full funnel, how to build a good product led motion) Evan has been through multiple funding rounds. How has the team and focus areas shifted over the past 5 years; What worked the best for Coda early-stage; What's Evan's favorite startup stage and why; People that have worked for Evan say he's a super strong leader, so I asked Evan what's his leadership formula and he said 3 things: 1) knowing enough to be dangerous 2) create autonomy while driving alignment 3) build empathy on teams with "yes and" approach. You can reach Evan on LinkedIn: www.linkedin.com/in/evanpdavies/ Find out more about Coda: www.coda.io This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
46:14
December 20, 2021
65 - Build Unscalable Things Into Your 2022 Marketing Plan - Camille Trent, Head of Content at Dooly
I have so much respect for Camille Trent, make sure you follow her on LinkedIn to get a taste of her content. Camille Trent is Head of Content at Dooly. She’s also an advisor for Swpely. Prior to Dooly, Camille was Managing Editor at MarketerHire and prior to that she was founder and lead copywriter of her own company, Camille Trent Consulting. Dooly was founded in 2016, has 87 people, is based out of Vancouver, and has raised Series B ($102.3M total). So here's the problem that Dooly solves for: only one third (!) of sellers are actually hitting quota. Imagine you had the best instincts from every person across the revenue team (including marketing) to help you close deals so you could hit your number. That's what Dooly helps with. Also they're not really into that "hustle and grind" sales culture, so that's kinda cool too.  Here's what we hit on in the episode: What does marketing mean to you? What about content; Big marketing/content trends that startups need to start/keep exploring (HINT: community, conversations, and don't forget to just ask your target buyer questions that matter e.g. what they like to read, who they follow, podcasts they listen to, etc.); What content does Dooly's target audience (salespeople) like; How do you balance the qualitative data vs. quantitative data when you look at content's impact on the business;  Dooly's "Fire Talks" - what happened to them, are they coming back (I added a link to that below if you're interested); Marketing content - what has worked well for Dooly? What content across what channels? (HINT: double down on LinkedIn, memes, teardowns, webinars, analyze existing content to find what's working); How big is your marketing team and how'd you create a content system; Marketing content - what are the challenges, what are you trying to figure out (HINT: scaling, building a repeatable system, finding the right writers and designers); How did you find your top writers? Camille shares her tips; How Camille thinks about good copywriting that "works"; Camille's son Teddy said hello at the end of the show! What a treat! You can reach Camille on LinkedIn: www.linkedin.com/in/camillehansentrent/ Find out more about Dooly: https://www.dooly.ai/ Check out Dooly's: Fire Talks This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
44:23
December 13, 2021
64 - How To Make Your Newsletter Newsworthy (15-minute Episode With Anna & Ashley)
Ah, newsletters. You either love ‘em or you hate ‘em. Either way, they’re important if you’re a marketer (an email subscriber is like getting an invite to someone’s backyard during COVID!) so you gotta know how to do them well. It seems like everyone plus their mother is coming out with newsletters. How do you make yours shine? Ashley and I met on Chris Walker’s weekly Tuesday night Demand Gen Live! Ashley is the Director of Marketing at Simple Focus Software (portfolio of SaaS tools). She gets to work with newsletter creators via the Curated brand. She's got 15+ years of experience in marketing and journalism, and she also manages her newsletter Opt In Weekly. Here's what we hit on: How to handle newsletter subject lines and how to think about them over time (HINT: over time people will open your emails not because of your SL but because they TRUST you); What are some of my top subject lines over the past 2 years and what I think that means; Newsletter content should include consistent buckets so your readers get used to that outline, I share the buckets I use; Content strategy - play into your strengths, humanize yourself, make it feel like a letter; Ask "does this serve my target audience?" when you're thinking to add content; Create a moat - we are the top source for this type of content; Think about your newsletter similarly to a blog, create content categories and track those category metrics to see what is most engaging your readers. You can find Ashley on LinkedIn: https://www.linkedin.com/in/ashleyguttuso/ Ashley's Opt In Weekly Newsletter: https://optinweekly.com/ Anna's monthly newsletter: subscribe by going here and you'll get to see this episode content in action!  This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
16:59
December 06, 2021
63 - Your Run-Of-The-Mill Pillar Content Isn't Working And Here's What To Do Instead - Devin Bramhall, CEO of Animalz
I had Devin Bramhall, CEO of Animalz, join me for this episode to talk about content marketing - the good, the bad, and the ugly. Devin is CEO of Animalz, a content marketing agency based out of NYC. Customers include enterprise companies, startups, and VC firms. Before Animalz, Devin was Director of Content at Help Scout (Series B SaaS startup). She's also the former Executive Director of Boston Content, the largest community group and career development resource for content marketers in Boston. Here's what we hit on: How has the concept of content marketing changed (or not) over time; Devin's journey from VP to CEO of the agency; Companies are trying to lead with their thought leadership, to create new and unique content - but how do you do this successfully? To create really good content, you need to analyze what's happening in your arena and write deeply about it; Do you need to hire a writer with domain expertise? What does "founder brand" mean and how can it work as a strategy; How should startups structure their content marketing for success; Hire a marketing leader first, and outsource your marketing execution (if you hire a team that reports to the founder, they'll suck up a lot of time); About Animalz - who you help and what you help with; Focus on consistency vs. stunts even though it seems less sexy; Produce content with a "limited series" mindset vs. the volume play and see how much better your content will be; How do you stay creative? You can reach Devin on LinkedIn: www.linkedin.com/in/devinbramhall Find out more about Animalz: www.animalz.co This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
48:07
November 29, 2021
62 - We Tripled Our Growth During COVID By Focusing On Customer Need, Organic Content And Retention - Nadia Masri, Founder and CEO at Perksy
I recently spoke with Nadia Masri, founder and CEO at Perksy (for 6+ years). Prior to that, she was co-founder and CMO at foursixty (a digital marketing platform for e-commerce retailers). She's Forbes 30 Under 30. She's CNBC's Top 100. She's also a TEDx Speaker. And now, she's building the next gen of consumer insights. Perksy was founded in 2015, has 24 people, and is based out of NYC. It's a next-gen market intelligence platform that leverages the power of mobile to drive real-time insights from hyper targeted, hyperlocal audiences of Millennials & Gen-Z. With their mobile-first surveys, your company can drive research with younger audiences at unprecedented scale. Customers include Airbnb, Pepsi, and Ogilvy. Here's what we hit on: There are other players. How do you successfully differentiate your company + solution in your space; Your customers NOW believe you're high-quality (because they became your customers), but how do you actually use that knowledge as part of your marketing efforts for new prospects that "won't believe it until they see it"; What are some big and important marketing/content trends you're seeing today (HINT: trends are not as important as knowing who your customer is and where they spend their time); Tell me more about Perksy's "COVID 19 Pulse" (HINT: internal data that tripled their business during COVID); What marketing channels are working the best for Perksy right now (HINT: the focus is on organic, and we take a very human approach to marketing, so being on podcasts and speaking on stage is a big part of it, content also plays a big part); What are some bad recommendations you've heard floating around that relate to startups and marketing? You can reach Nadia on LinkedIn: www.linkedin.com/in/nadiagenevievemasri Find out more about Perksy: www.getperksy.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
44:35
November 22, 2021
61 - How To Tell A Different Story And Create A Movement - Andy Raskin, The Storyteller Of Silicon Valley
Andy Raskin is the master of strategic narrative. Andy helps CEOs align their teams around a strategic narrative — to power success in sales, marketing, fundraising, product and recruiting. Clients include VC-backed companies funded by Andreessen Horowitz, Accel, Google Ventures, First Round Capital, and other top investors. He has also led strategic narrative training at Salesforce, Uber, Square, Yelp, VMware, Intel, General Assembly and more. Here's what we cover: Why Andy decided to invite his mom to co-create LinkedIn video clips; What does "strategic narrative" mean exactly, and how is it different from our traditional approach to "positioning"; What questions you should be asking customers to help craft your strategic narrative (HINT: they're not about your product); What's the difference between "creating a category" and "creating a movement"; Why is your startup’s “origin story” not the same as your “strategic narrative”; So you want to create your strategic narrative - where do you start? What are the most important steps? Not every business is there to "help you play a new game". For more established companies that want to re-invent themselves, what do they need to do? What led Andy to be master of strategic narratives; What are some strategic narrative pitfalls to avoid? You can reach Andy on LinkedIn: www.linkedin.com/in/andyraskin Find out more about Andy and his work: www.andyraskin.com  The Bigger Narrative podcast: https://andyraskin.com/podcast Why Great Pitches Come From Customers (referenced during the episode): https://www.linkedin.com/pulse/why-great-pitches-come-from-customers-andy-raskin This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
48:06
November 15, 2021
60 - 10-Minute Episode On Biggest Marketing Pet Peeves With Anna & Sergey
Alright, folks. People that know me know that I'm a super, duper positive person. But sometimes? It's OK to vent a little! So, if you want to come join me (and Sergey) vent on some marketing topics, we'd love to have you. Take a little break, grab a cup of coffee. Sergey works on podcast and video production at Crowdlinker. He's also the host of the Media Camp podcast plus he's building out his Youtube channel (SRE Live). Here's what we're venting about in this short episode: People telling you to get on ALL the social media (pshhhhhhhh); People that are not marketers by trade telling you what to do; CEOs that don’t get marketing (they typically get sales…so what’s the difference?); Just because you like it or understand it, doesn’t mean your target buyer does; Having to work under someone that doesn’t get marketing. You can find Sergey on LinkedIn: https://www.linkedin.com/in/sergeyrosslive/  This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
12:27
November 08, 2021
59 - Your Story Impacts Your Go-To-Market And Inspires Your Product Development - Gidi Pridor, CMO at Workvivo
I'm excited to bring Workvivo onto the show because...SO many reasons. They're doing some very cool things with their marketing with a very nimble team (5 people!), plus they've got the right marketing mindset, plus it's perfect timing because of all these trends coming together - the great resignation, the great awakening, remote work, workplace disconnect, etc. Their growth is through the roof. Gidi Pridor is CMO at Workvivo. He's also on the advisory board for Zowie (customer service seed funded startup). Prior to Workvivo he was VP of Marketing at TravelPerk and Perfecto Mobile. He's also angel investing in various early stage startups like Lance and Storydoc. Workvivo has raised Series A ($16.6M). Founded in 2017 and currently with 69 employees, Workvivo brings your people together, wherever they are. It’s your intranet, internal comms tool, employee app, all merged into one familiar social experience at the very heart of your digital workplace. With annual growth of over 200% YoY, 1M+ users across more than 90 countries, and customers ranging from Fortune 500 companies to tech startups, Workvivo is on a mission to elevate everyone’s workplace experience. Here's what we discuss: There’s a very real need to connect at work...how is Workvivo perfectly positioned to help with that; How'd you get users across 90 countries; Why are stories so important, and especially for SaaS startups (HINT: telling your story is NOT about your tool, but rather about your belief system, how you think about your ecosystem, how that helps to build the space that you want to excel in); Marketing and content - what's working really well for Workvivo (HINT: we're bullish on thought leadership, we're building our own internal media company); Some good examples of paid social ads; The good ole' MadMen days, the art of marketing, and how it's so unfortunate that SaaS companies are missing the human aspect and power of using emotional connection in their marketing; What are some bad recommendations you're hearing in marketing (HINT: leading with SEO is not a good idea, also don't hire a "growth hacker"); Gidi generously shared a mistake he made while at TravelPerk and what he's learned from it; Who's on Workvivo's marketing team and how does Gidi lead them (HINT: team meetings are usually just 15 minutes because he hired extreme owners). You can reach Gidi on LinkedIn: www.linkedin.com/in/gpridor/ Find out more about Workvivo: www.workvivo.com/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
48:43
November 01, 2021
58 - How To Nail Your Startup's Brand Voice With Ann Handley, Chief Content Officer at MarketingProfs
Ann Handley is THE digital marketing and content expert. It's like meeting a rockstar. But better because she's a rockstar marketer! She's a Wall Street Journal bestselling author. Keynote speaker. Writer. She's the Chief Content Officer at MarketingProfs.  In addition: - 428k followers on LinkedIn (woah) - author of the book Everybody Writes (I have that one) - the Total Annarchy newsletter goes out every couple weeks with a focus on writing, marketing, and living your best life AND Ann helped me land one of my first clients back in 2020! Listen in to hear how that happened. Here's what we cover: Voice - for companies and startups, how should they think about developing their voice for content creation? What are the big marketing/content trends you're seeing today that every startup needs to be on top of (HINT: don't skimp on your newsletter); Tell me more about MarketingProfs; Marketing and content - what’s working well for you right now? what channels? Events - the B2B Forum recently took place in October 2021. How are you planning to handle events this year and next (HINT: the biggest mistake is you take your in-person event and you shove into an online construct) You can reach Ann on LinkedIn: www.linkedin.com/in/annhandley Find out more about MarketingProfs: www.marketingprofs.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
21:17
October 25, 2021
57 - BONUS 10-Minute Episode On Finding Your Content “Tilt” To Differentiate (Anna & Jess)
Hi everyone! We're back with something a little different, fun and fast. Sorry about the sound on my side, it's totally my fault and we've since fixed it for future episodes, but I had a glitch connecting my microphone for a few episodes. Forgive me!! This is a BONUS 10-min. episode with Jess Goss on how to find your content "tilt" and differentiate from a sea of sameness. Jess joined me from Australia and it was midnight her time, so you KNOW this is gonna be good. Jess is Marketing Director at Tribal Habits (ed-tech). She’s a marketer, designer, and developer. We met on Tuesday’s Demand Gen Live with Chris Walker (so many cool people, you should check it out). Here's what we hit on: Different is important, but RELEVANCE is key - you need to fill a need; Some ideas on how to find your content tilt; Stop looking at what others are doing, and start with having a deep understanding of your customer so you know exactly what they'd find helpful. You can find Jess on LinkedIn: www.linkedin.com/in/jess-goss  For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
11:22
October 22, 2021
56 - How A 5-Year Bootstrapped Music Startup Totally Rocks Their Content Marketing - Marc Brown, Founder of Byta
Marc Brown is the founder of Byta. Before Byta, Marc was the owner of Fore! an independent promotion company. Marc worked with bands like Spoon, Yoko Ono, and Wilco, trying to get them on radio and TV. Byta was founded in 2015 and has raised seed funding ($1.4M). Up until 2020, the company was totally bootstrapped, which in hindsight is crazy but that has also informed their marketing strategies which is awesome. Byta is a (SaaS) platform that's enabling people to send and receive digital audio in a clean, simple and secure way. Byta helps music artists, their teams and collaborators share new mixes, rough demos, streams and downloads quickly and securely.  We dived right into it and covered: Content marketing efforts - what’s working well for you right now? What’s the goal? (HINT: you do need creative ways to reach people, but you also need to make sure you know how you did it and create those repeatable systems); We discuss the microsite (where Byta can be the authority on music), their monthly online events, their weekly interview series, and SEO; What are the marketing challenges, what are you trying to figure out? (HINT: making decisions that help us stay on the right track); Remember what the goal is for you. We’re not just trying to have a good month. We’re trying to bring value to our target audience. Build something and give it to people who need it; What are the last 1-2 really good marketing ideas you/your team has come up with (HINT: a whitepaper around music sharing, nobody has done this, and a PhD music writer is writing it so you know it's gonna be good); What are some bad recommendations you hear a lot in your field; If you could ask one question to 100 of your peers, what question would you ask them? You can reach Marc on LinkedIn: www.linkedin.com/in/viznomics Find out more about Byta: https://byta.com/ Check out the microsite: https://byta.com/howwelisten/ This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
44:48
October 18, 2021
55 - How I Got to VP of Marketing By Age 30 - Dan Murphy, VP of Marketing at Privy
Dan is VP of Marketing at Privy.  He’s a startup marketing leader with 8+ years of experience helping SaaS startups grow. Before Privy, Dan led product marketing at Drift, and demand generation at Onshape. He also created TheProductLaunchMasterclass.com, a course that 200+ people have taken to learn how to turn product launches into their marketing team's secret weapon. Privy has raised Series A ($4.3M). Privy is the leader in e-commerce marketing. Providing the tools, education, and support that small e-commerce brands need to grow their online stores and build thriving businesses. Used by over 500,000 stores in 180 countries, helping to generate $5B in sales. Here's what we covered: Marketing...what’s working well for you at Privy right now? What channels? (HINT: TikTok is part of it, and Dan explains how this came to be organically); Marketing...what are the challenges (HINT: hiring); What are the last really good marketing ideas you/your team has come up with (HINT: they launched this thing so quick they didn't even measure the ROI, they were just trying to bring value to their target audience); You became VP of Marketing by age 30. What was most important to do, to get there; If you could ask one question to 100 of your peers in marketing leadership, what question would you ask them? You can reach Dan on LinkedIn: www.linkedin.com/in/-danieljmurphy/ Find out more about Privy: www.privy.com Find out more about the product launch course: www.TheProductLaunchMasterclass.com This episode is exclusively sponsored by Manifest Commerce, helping merchants with earth friendly e-commerce fulfillment. You can check them out here: www.manifestcommerce.io For more content, subscribe to Modern Startup Marketing on Apple or Spotify (or wherever you like to listen). You can find Anna on LinkedIn: www.linkedin.com/in/annafurmanov or visit this website: www.furmanovmarketing.com Thanks for listening!
23:53
October 11, 2021