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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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64 - How To Make Your Newsletter Newsworthy (15-minute Episode With Anna & Ashley)

Modern Startup Marketing

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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
54 - From Inbound Marketing To Inbound Media With Patrick Campbell, CEO at ProfitWell
*Hey listeners, quick note that the audio on my side for this one is wonky - sorry about that! Technical snag but we figured it out.* Patrick Campbell is CEO at ProfitWell. Prior to ProfitWell, Patrick led Strategic Initiatives for Boston based Gemvara and was an Economist at Google and the US Intelligence community (very cool). ProfitWell was founded in 2012, has 83 people, and is based out of Boston, MA. And get this - it's completely bootstrapped. Wow. ProfitWell helps recurring revenue (SaaS + subscription + DTC) businesses with their monetization and retention strategies. All of the metrics you need to grow your subscription business. Here's what we hit on: What does marketing mean to you? (HINT: Patrick's a math guy and actually changed his mind about this over time); Big marketing/content trends that startups need to be aware of (HINT: here's where we talk about the difference between inbound marketing and inbound media and why the media strategy is more effective); What marketing were you doing in the early days to grow the company; What marketing channels are working well for you right now (HINT: we cover their content strategy, podcasts, videos, books, thought leadership etc.); How adding video + audio to their pillar blog posts increased audience engagement; How creating short books allows the ProfitWell team to make sure they have their talking points around the problem their target audience faces, plus helps evangelize the thought leadership inside and outside the team; How does ProfitWell create so many shows with just 83 people?? (HINT: one of the ways is they shoot 1 season in 1 day); We talk about events, specifically how can we do 100 dinners a year and not want to die (HINT: the team cracked the code right before COVID on how to do successful events and personalized dinners, and it involves thinking about what are the plays we’re doing to drive traffic to our booth and to our event); How did Patrick's experience as Economist at the US Department of Defense help in his future roles; Patrick wrapped a van with the ProfitWell logo and copy, and now he's going to drive it around the country to test if people are willing to meet up and also use this for content creation + awareness building. Super cool! You can reach Patrick on LinkedIn: www.linkedin.com/in/patrickccampbell Find out more about ProfitWell: www.profitwell.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!
52:00
October 04, 2021
53 - BONUS 10-Minute Episode On Making Content Without A Solid Strategy (Anna & Kourtney)
And we're back with something a little different, fun and fast! This is a BONUS 10-min. episode with Kourtney Simons on making marketing content without having a solid strategy. I met Kourtney way back in 2006 at Accenture. Kourtney has worked on marketing at MSNBC, Disney, and Netflix. And now she's at MasterClass (Series F) helping them with brand marketing!! Here's what we hit on: Making content without a purpose or strategy - what's the risk; What does a good marketing/content strategy look like; What does a bad content strategy look like;  Examples of companies doing it right; We also talked about the term "playbook" to make sure we were on the same page on the definition. Link to the digital content strategy playbook I wrote and referenced in the episode: https://furmanovmarketing.com/playbooks/modern-digital-content-strategy-for-startups You can find Kourtney on LinkedIn: https://www.linkedin.com/in/kourtney-simons-83456b4/ 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! 
15:42
October 01, 2021
52 - Go Against Trends Proactively If You Want To Be The Top Dog - Blake Emal, CMO at Copy.ai
Blake Emal is CMO at Copy.ai. Prior to that, Blake was Senior Manager of Demand Gen at TalkDesk (a Series D SaaS startup that has raised almost $500M). Copy.ai was founded in 2020, has 18 employees, and is based out of … nowhere, bc it's a distributed team! Makes sense. Copy.ai is seed funded ($2.9M).  The tool helps you write better marketing copy, faster. Who doesn't love that? And it’s not just about writing marketing copy. It's a full-on creativity suite to help you start and grow a business. Here's what we hit on: What is marketing? (HINT: ideas that people collect about your brand); What are some of the biggest content trends that startups need to be on top of? (HINT: don’t worry so much about trends, or be aware of them and go against them proactively); Copy.ai has 13k followers on TikTok - why is a B2B company focusing on TikTok; How Blake thinks about personal brand, and why companies that are just starting out need to leverage personal brands; Top channels for Copy.ai 7 months into the game (HINT: Twitter, LinkedIn, YouTube, Facebook Group, and now TikTok which is proving to be a bigger opportunity versus Youtube); How long does it take to really see some traction (HINT: traction is directly proportional to how interesting the thing you’re sharing is); Blake has been "doing Twitter" (his personal Twitter) since 2013, and he's still got room to improve; How long should you test a channel before you know whether or not to continue (HINT: you have to show up every single day and give it your all, and this is more important than being different); When you’re building an audience, it takes years of heavy work; How do you differentiate when there are so many others in the same space; We talked about the creative use of UGC (user generated content) on the Copy.ai homepage (where users are explaining the product); Marketing and growth challenges - what are you still trying to figure out (HINT: focus focus focus!); How has a failure / mistake set you up for later success. You can reach Blake on LinkedIn: www.linkedin.com/in/uxblake On Twitter: @heyblake Find out more about Copy.ai: www.copy.ai 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!
50:25
September 27, 2021
51 - Bringing Humanity Into The App Experience With Katie Perry, VP of Marketing at Public
Katie Perry (no, not the singer) is VP of Marketing at Public.com. I'm so pumped about this episode because Public has plowed through and grown SO much since launching in 2019. They've raised $310 million to date at a $1.2 billion valuation. 100 employees and based out of New York. No wonder they're so fast. Prior to Public, Katie held leadership roles at media and creative agencies including 360i and Comscore, and was Head of Brand Marketing at Suzy (a Series C tech startup). Public is an investing app on a mission to make the public markets work for all people. They're taking a different approach by focusing on features built directly for retail investors, like Town Halls with public company leaders, a community of 1 million members to discuss trades and trends, and a live audio feature called Public Live. They reached 1 million members in Feb 2021. Here's what we hit on: What are some of the big marketing/content trends you're seeing today that every startup needs to be on top of (HINT: start with why you exist and who you're for, then build customers and turn them into loyal fans); You joined Public in 2019 - what did your marketing efforts look like early stage (HINT: packing SWAG boxes while watching TV); What worked early stage that surprised you (HINT: partnering with micro-creators); We covered some really cool marketing campaigns including creative ads and limited-edition Airbnb IPOats cereal boxes...that CEO Brian Chesky tweeted about; Marketing and growth: what’s been working well for you; Who’s on the marketing team now; Marketing and growth: what are the challenges, what are you trying to figure out (HINT: we talked about strategies for creating more focus); There are others in the space. How do you differentiate? How has a failure / mistake set you up for later success (HINT: the story involves posting on the company's Twitter account instead of personal account). You can reach Katie on LinkedIn: www.linkedin.com/in/katherineperry Find out more about Public: https://public.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!
51:59
September 20, 2021
50 - How Conversations Lead To Conversions With Allan Dib, Managing Dictator at Successwise
Allan Dib is Managing Dictator at Successwise.  Also: he's the bestselling author of The 1-Page Marketing Plan (Amazon’s #1 global marketing book). I have basically memorized how this 1-page plan looks because I look at it so much. I have used it for my own business and for every single client I work with. Because it’s simple AND powerful. Link to this book is at the end of the show notes. he's helped over 250,000 businesses around the world clarify their marketing strategy he's built several multi-million dollar businesses in the IT, telecommunications, and marketing fields Here's what we hit on: What does marketing mean to you; How much planning should you be doing with your marketing? (HINT: loose goals and tight systems); We dug deeper into the 1-Page Marketing Plan (e.g. why is it built this way, how are people using it really well); Top marketing trends every entrepreneur needs to be on top of; What marketing is working really well for you at Successwise; Some of the worst marketing recommendations; Allan talked about mistakes he made and how that led to his later success (HINT: marketing is NOT an event but rather a process); Cold outreach vs. Inbound (HINT: cold outreach is "hunting" and inbound is "farming"). You can reach Allan on LinkedIn: www.linkedin.com/in/allandib/ Find out more about Successwise: https://successwise.com/ Check out the 1-Page Marketing Plan book: https://www.amazon.com/1-Page-Marketing-Plan-Customers-Money-ebook/dp/B01B35M3SM   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!
47:47
September 13, 2021
49 - BONUS 10-Minute Episode On Fastest Ways To Understand How Marketing Works (Anna & Sergey)
Prepare for something different, fun and fast! This is a BONUS 10-min. episode with Sergey Ross on the fastest ways to understand how marketing works. Because when your marketing is working, you'll know it. And this goes beyond attribution. Sergey is the host of the Media Camp podcast and now he's building out his Youtube channel (SRE. live) Sergey works on podcast and video production at Crowdlinker. Here's what we hit on: Don't forget to ask your customers "where did you find me?" WOM is still the biggest driver; Seeking out qualitative signals from the right people; We run through examples of shopping at Costco and some of the basic psychological principles at play that get you to buy. You can find Sergey on LinkedIn: https://www.linkedin.com/in/sergeyrosslive/  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!
11:39
September 03, 2021
48 - How Startups Should Use Insights To Fuel Their Marketing - Eric Rasmussen, Head Of Consumer Insights at 23andMe
Eric and I go way back. Eric Rasmussen is Head of Consumer Insights at 23andMe. Prior to that, Eric led research at Groupon, Shutterfly, eBay, and Yahoo! We both worked at Groupon a few years ago. We used to meet 1:1 to talk insights - I would share what we were working on with the growth marketing team, and Eric would share his team's research. 23andMe was founded in 2006, has 700+ employees and is based out of CA. They raised Series F ($868.6M total) and recently went public. 23andMe is the leading consumer genetics and research company. The mission of the company is to help people access, understand, and benefit from the human genome. Here's what we hit on: Marketing vs. insights - what’s the difference? How does insights fuel marketing? What you're working on insights-related at 23andMe and how that has changed since your earlier days; How does the marketing team use the insights your team gathers? How do you make this handoff successful? How early stage startups should approach insights and research and customer-centricity; Where do companies get insights wrong, and what's a better way (HINT: they want to cut right to the chase and make it about the product); We talked about where Eric's insights/research impacted the various companies he's been at on a large scale; How has a failure set you up for later success? (HINT: half the job is to answer Qs and the other half the job is to give it to people so they can go do something with it) You can reach Eric on LinkedIn: www.linkedin.com/in/ericrasmussen Find out more about 23andMe: www.23andme.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!
47:18
August 30, 2021
47 - Early Stage Marketing Is About Building Your Brand - Scott Leese, Sales Consultant and Strategic Advisor
I'm intrigued by the blend of sales and marketing in business, and that's one of the reasons I had Scott on the show. He's also just an all-around great person. Scott Leese is sales consultant and strategic advisor to startups around the world. He's got deep experience building and scaling sales orgs at SaaS companies. Scott founded Scott Leese Consulting in 2016 with a focus on companies scaling from $0 - $25m ARR. He also wrote a book - Addicted to the Process (2017) - that’s rated 4.7/5 stars on Amazon. Oh, and he's co-founder of Thursday Night Sales (with Amy Volas, I had her on the show as well). Here's what we hit on: Where you’ve scaled startups, what does marketing look like? (HINT: brand and community) What does the partnership with sales look like? What does sales mean to you? What does marketing mean to you? Why can’t marketing take customers through the entire buyer journey, especially now that we’ve gone remote and more digital? How’d you grow your LinkedIn followers? (Scott has 70k+ now) (HINT: it took years); How do you monetize your audience? What are the big problems you're seeing that your customers have, on repeat? What's your advice? (HINT: you don't need big brands on your website for social proof); What kind of sales leader (or team) do you need for Seed/Series A (earlier stage) vs. Series B+? (HINT: don't hire the VP of Spreadsheets); What’s your methodology for scaling startups from $0-25M? Walk me through your process; How has an apparent failure set you up for later success? You can reach Scott on LinkedIn: www.linkedin.com/in/scottleese/ Find out more about Scott Leese Consulting: scottleeseconsulting.com/ Check out TNS: www.thursdaynightsales.com/ Get the book Addicted to the Process: www.amazon.com/Addicted-Process-Transactional-Confidence-Consistency-ebook/dp/B071SB4FZN 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!
43:35
August 23, 2021
46 - The Hard Way Is The Way With Kate Bradley Chernis, Founder and CEO of Lately
This is one of those episodes where I definitely clicked with the guest. I think the feeling is mutual because if you listen to the very end, Kate says "love you." Kate Bradley Chernis is Founder & CEO of Lately. As a former marketing agency owner, Kate created the idea for Lately out of spreadsheets for then-client Walmart, and got them a 130% ROI, year-over-year for three years. Now at Lately, they're getting 98% sales conversion using organic marketing. Lately was founded in 2014, has ~17 people, and is based out of New York. They've raised seed funding ($3.23M). Lately uses AI (e.g. what does my audience want to hear?) to turn blogs, videos, podcasts and more into dozens of social media posts. Customers include SAP, VaynerMedia, DHL, and PWC. Gary Vee is an advisor. Here's what we hit on: Prior to Lately and the marketing agency, Kate served 20 million listeners as Music Director and on-air host at Sirius/XM. I ask what she loved and hated about that experience; What were your marketing efforts early stage at Lately (HINT: the best product doesn't win); Who's on the marketing team; We talk about AI and that humans are good at the pull, robots are good at the push; Recently hit $1M ARR - how? What matters most? What marketing channels are working really well; Creating marketing content with an "underdog" tilt; What are your biggest marketing challenges right now (HINT: stress of COVID is part of it). You can reach Kate on LinkedIn: www.linkedin.com/in/katebradley/ Find out more about Lately: www.lately.ai/ Check out Gary V’s Twitter channel to see Lately in action: @GaryVeeTV View a 60 second sneak peek here: https://youtu.be/RlbRiAwwBiQ 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!
49:43
August 16, 2021
45 - BONUS 10-Minute Episode On What You Need To Do When You're Hired To Head Up Marketing (Anna & Sergey)
Prepare for something different, fun and fast! This is a BONUS 10-min. episode with Sergey Ross on what you need to know and do when you're hired to head up marketing at an early stage startup. I met Sergey on LinkedIn! Sergey is the host of the Media Camp podcast and now he's building out his Youtube channel (SRE. live) Sergey works on podcast and video production at Crowdlinker. He's been makin' podcast video clips for me for months...he's my go-to for video. Here's what we hit on: Do not assume anything; What questions does the head of marketing need to ask; Who else needs to be on the team and why; Building out a marketing foundation is key (yes, I feel like a broken record but I don't care); Create "beautiful rooms" for where you live online (using your marketing foundation info); Then tell people about your "beautiful house"; What goals and metrics are you responsible for? Agree with your boss and make sure you align on timeline; Ask some people in your target audience if the messaging on your website resonates. You can find Sergey on LinkedIn: https://www.linkedin.com/in/sergeyrosslive/  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!
11:42
August 09, 2021
44 - Why 98% Of Startups (And Marketers) Waste Their Time - Christopher Lochhead, 3X Silicon Valley CMO
When I started recording the episode with Christopher Lochhead, I immediately felt like I was in the (virtual) room with a legend. Christopher is a retired entrepreneur and 3X Silicon Valley public company CMO. He makes content (podcasts, books, newsletters, links to all those at the end of the show notes) for entrepreneurs and marketers with a different mind. I found out about Christopher from LinkedIn, left a comment on a post, and he invited me to read the Category Pirates newsletter. This is when I began diving more deeply into category design. I'm currently reading his book Play Bigger. Here's what we hit on: Explain category design like you're speaking to a 7-year-old; Most companies compete for existing demand vs. create new demand and this is a trap; Why most marketers waste their time in their career; Companies that are great examples of category design leaders and what are they doing right; What makes a legendary entrepreneur? (HINT: they force choice between past vs. future); Companies that lead with category design are valued at 5x more; Companies that lead with category design get 76% of market share (Source: HBR); What are the most important steps to build category design and create a legendary company; What are some bad recommendations about category design (HINT: people don't like change); Why you need problem/category fit vs. product/market fit; Why this is such an amazing time to be an entrepreneur. You can reach Christopher on LinkedIn: www.linkedin.com/in/christopherlochhead Find out more about Category Pirates: www.categorypirates.com Also check out these podcasts: Follow Your Different and Lochhead on Marketing And these books: Play Bigger (on category design) and Niche Down (become legendary by being different) 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!
56:01
August 02, 2021
43 - How To Better Understand Your Target Audience With Anna Furmanov and Nicholas Scalice
You can and should do voice of the customer research at your startup, ongoing.   Ongoing, because things change pretty quickly in the world, and you want to have a good pulse on what's happening in the world of your target audience.   In this episode I spoke with Nicholas Scalice, host of the top-rated Growth Marketing Toolbox podcast, on the topic.  Nicholas and I talked about the process to use to better understand your target audience including:  What is voice of the customer research; How to collect feedback (I created a resource for you that's linked below); What questions matter; How the process works for B2B and B2C; Tools for conducting better customer interviews; Where companies go wrong. Here's a link to the playbook I wrote for you to use, including the questions google doc: https://furmanovmarketing.com/playbooks/use-these-6-steps-to-build-personas-like-a-boss Here's a link to where you can find more info: https://growthmarketingtoolbox.com/anna-furmanov-customer-research/ 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!
28:44
July 26, 2021
42 - Just Because You're Freemium Doesn't Mean You're Product-Led With Ramli John, Managing Director at ProductLed
Ramli John is the Managing Director at ProductLed (community for PLG professionals) and host of Growth Marketing Today (top 5% podcast). ProductLed has a Slack community of 6,500+ product-led growth enthusiasts and world-class PLG practitioners. If you're trying to get both a high-level understanding plus dig deeper into PLG, this is the episode for you to listen to. Some more fun facts about Ramli: - he's the author of Product-Led Growth and Product-Led Onboarding - he's got an array of skills including marketing, design, and software development - he's in Canada Here's what we hit on: What is product-led growth (PLG) and how does it fit into the context of marketing/sales? How do each of these teams work together; Why is PLG so important for SaaS companies? What’s been happening in the market? (e.g. selling to the modern buyer);  What are the benefits of PLG; What’s the right price point for PLG; How Ramli got into PLG and marketing and growth (from software development); PLG is not for every SaaS startup. Which startups NEED to embrace PLG if they want to grow; When is the right time to build in PLG into your SaaS startup; What are the top 3 things companies get wrong with PLG? (1. They think PLG is the Product team’s job and 2. They offer FREEMIUM and think they’re product-led, when users don’t even experience the value of the product) How does Ramli help SaaS companies analyze their whole customer's journey and funnel to identify growth opportunities to 2-3X their MRR; You can reach Ramli on LinkedIn: www.linkedin.com/in/ramlijohn Find out more about ProductLed: https://productled.com/ OpenView Partners was mentioned on the show: www.openviewpartners.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!
48:16
July 20, 2021
41 - BONUS 10-minute Episode On Perfectionism With Anna & Kourtney
Prepare for something different and fun and fast!  This is a BONUS 10-min. episode with Kourtney Simons on perfectionism. I met Kourtney way back in 2006 at Accenture. Kourtney has worked on marketing at MSNBC, Disney, and Netflix. Here's what we hit on: What does perfectionism mean; I asked Kourtney if she's a perfectionist...and also shared myself; Why perfectionism is particularly hard when you're a marketer at a startup; How do you know you're stuck in the "perfectionist" mindset; Why is perfectionism killing your marketing; What's a better approach? You can find Kourtney on LinkedIn: https://www.linkedin.com/in/kourtney-simons-83456b4/ 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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
12:30
July 15, 2021
40 - Learn How To Love The Conversation With Amy Volas, Founder and CEO of Avenue Talent Partners
Amy Volas, founder and CEO of Avenue Talent Partners, joined me on the show. She's such a fun lady. Amy helps startups hire sales leaders without the cringe. Amy has been a sales leader at ZipRecruiter, Indeed, and Yahoo! She has personally closed $100MM+ in revenue (and counting). She's got 70+ recommendations on LinkedIn. Woah. Amy also co-hosts the #1 weekly virtual sales happy hour (Thursday Night Sales). This is a marketing podcast. Why am I bringing on Amy Volas, sales rockstar, on the show? Well, my experience has shown that Marketing + Sales is SUPER intertwined. Marketers need to understand how sales works (and vice versa) in order to accomplish business growth. Personally, after starting my own business, I’ve been straddling both marketing AND sales and it’s becoming almost a blur. Like I’m doing marketing, but I’m also getting customers. So I must be selling otherwise people wouldn’t know to buy. It's a natural progression. What I have realized over time (and as we move more into digital) is that there is no buyer journey anymore. I've been asking founders and marketing leaders the same question and they have a hard time pinpointing exactly what journey their buyers take before they become a customer. There are many different steps, and the point is to be there with the right content to help build the relationship and the trust. Here's what we hit on: What does sales mean to you, what does marketing mean to you; How has sales changed over the last 10 years; How is growth in digital impacting sales; What are the big problems you're seeing that your customers have, and what's your advice; What kind of sales leader (or team) do you need for Seed/Series A (earlier stage) vs. Series C+; You’ve personally closed $100MM+ in revenue...what are top 3 things that you’ve done/learned to make this happen; What’s working well for you right now at Avenue Talent Partners, in terms of sales + marketing strategies; Top tips on growing LinkedIn followers (Amy has 43k+); Top mistakes or failures and how that has impacted how you lead. 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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
45:50
July 08, 2021
39 - BONUS 10-minute Episode On Low Budget Marketing For Impact With Anna & Kourtney
Prepare for something different and fun (and fast!). Switching it up like I love to do, this is a BONUS 10-min. episode with Kourtney Simons on how to do marketing when you have a shoe-string budget or no budget.  I met Kourtney way back in 2006 at Accenture. Kourtney has worked on marketing at MSNBC, Disney, and Netflix. She has a wonderful personality and is a wonderful person. Here's what we hit on: Starting from a place of "let's get our foundation right, first" vs. marketing channels; Marketing includes both content + channels; For content, figure out your "content tilt"; For channels, list them all and prioritize based on a) easy and b) impact. You can find Kourtney on LinkedIn: https://www.linkedin.com/in/kourtney-simons-83456b4/ 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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
16:16
July 02, 2021
38 - Sharing Your Point Of View In Solo Podcast Episodes With Anna Furmanov
In this episode I was interviewed by Tristan Pelligrino, host of Recorded Content and co-founder of Motion, about a hidden treasure that’s within every podcast episode – beyond just the audio file. A podcast provides a way to have amazing conversations. And it also provides a way to present raw & unfiltered thoughts through solo episodes. But that’s as far as most podcasters go. B2B podcasters don’t realize there’s often a hidden treasure within every episode – beyond just the audio file. Here's what we hit on: Your unique voice is what makes your marketing "modern"; Talking is an essential part of business strategy, and podcasts are a good way of starting to hear yourself; How and why I decided to start this podcast; Startups start with the marketing activity that they’re supposed to do, like ‘we need to get blog posts up. Look at the competition. They’ve got tons of blog posts up. We need to be on Instagram, Facebook, YouTube, Snapchat, Twitter. We need to do ads.’ This is a problem and here's what to do instead; Podcasts with guests are different from the ones you do solo; Creativity is important, but there should be a system behind it; Companies spend a lot of time updating their website, but for digital to work, you have to be everywhere where your target audience hangs out. Here's a link to where you can find more info and clips: https://motionagency.io/episode/sharing-your-point-of-view-in-solo-podcast-episodes-with-anna-furmanov/ 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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
43:13
June 28, 2021
37 - What Happens When Marketing Heads Up Sales with Christina Mautz, CMO at Moz
Christina Mautz, CMO and head of sales at Moz, joined me on the show.  This is an interesting episode because Christina has that unique experience - a CMO that also heads up the sales team. Christina's been a marketing executive at Amazon and Yahoo!, as well as a few Seattle VC-backed SaaS startups where she earned the nickname “Chief Problem Solver.” Moz was founded in 2004, has ~170 people, and is based out of Seattle, WA with offices in Vancouver, BC and Cork, Ireland. They've raised Series C ($29.1M total). Started by Rand Fishkin and Gillian Muessig, Moz is a source of robust, reliable data, with accessible training and easy-to-use software to help SEOs. The folks at Moz believe there's a better way to do marketing. A more valuable way where customers are earned rather than bought. Here's what we hit on: “Customers are earned rather than bought” - what does that mean; Quick pitch on Moz - why you exist, who you’re for (what segments are most popular), problems you solve; SEO is not dead, but it’s changing. You can’t just write blog posts and expect to rank high in search. Ranking on Google is hard, especially for startups. Reaching your target audience through other channels like social media can be faster. What’s Christina's advice? Christina joined 3 years ago - what stage was the company in with their marketing back then, and what was her team working on back then vs. focused on now; What does Christina's (marketing) team look like; I asked Christina to explain how she's both CMO and head of sales - how does that work? (HINT: very well); We talked about MQLs and SALs and what's effective for shortening the sales cycle. You can find Christina on LinkedIn: www.linkedin.com/in/christinamautz Find out more about Moz: www.moz.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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
48:09
June 22, 2021
36 - What We Can Learn From A Tomato Fridge Ad - Meghan Hurley, Head of Marketing at Farmer's Fridge
Meghan Hurley joined me on the show to talk about yummy food and marketing. Meghan Hurley is Head of Marketing at Farmer’s Fridge. She's also a founding member of Chief (the private network of women leaders that are helping and supporting each other). Meghan has held marketing leadership roles at Trunk Club, Peet’s Coffee, McCain Foods, and Whole Foods. Farmer’s Fridge was founded in 2013, has ~150 people, and is based out of Chicago, IL. They've raised Series C ($42M total). Farmer’s Fridge is on a mission to make it simple for everyone to eat well. They've developed a rapidly growing network of 350+ user-friendly smart Fridges stocked with chef-curated, restaurant-quality meals and snacks. Besides the vending machines, they've also recently started offering delivery. PLUS a recent partnership with Rick Bayless. Lots goin' on. Here's what we hit on: Who eats Farmer's Fridge (besides me); Who's on the marketing team; What marketing channels are working well (HINT: leveraging UGC is part of it, also email); Partnering with Dunkin' Donuts; Being scrappy during COVID with photos, iPhone videos, motion, colors, etc.; "People are fickle" so how do you approach looking at your marketing data; The "tomato fridge" ad - this UGC story is fascinating; What are the top challenges (HINT: growing the team that supports the growth of the org); Why it makes sense to invest in a marketing TEAM vs. just one person; What is the Head of Growth in charge of? (HINT: supports email - lifecycle marketing, SMS/Push, and soon Web - SEO) How Meghan's experience at Starbucks, Whole Foods, McCain, Peet's, and Trunk Club has impacted the way she understands ops, brand + growth (HINT: observing consumer behavior is a BIG part of it); Bad marketing recommendations (HINT: the pendulum has swung too far to analytics and paid, so that brand is underdeveloped); Chicagoans love to connect with others and play the "who do you know?" game; Meghan gets a little introspective and talks about some mistakes as a leader. You can find Meghan on LinkedIn: www.linkedin.com/in/meghan-hurley-a4b4532/ Find out more about Farmer's Fridge: www.farmersfridge.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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
44:07
June 14, 2021
35 - Over-Prioritizing Sales Is Your SaaS Startup's Biggest Mistake With Chris Walker, CEO of Refine Labs
I'm a huge fan of Chris Walker. He's actually one of the main reasons I launched this podcast. Chris started a company - Refine Labs - a demand accelerator for B2B SaaS companies. Chris started a weekly event, Demand Gen Live, about 1 year ago and still going strong with 45+ attendees every week. Chris has 60k+ followers on LinkedIn. Most importantly, he's such an inspiration to all sorts of marketers, all different ages, and different walks of life, that all understand this idea of "the modern era of marketing has arrived" but know that so many companies are stuck doing things the old way.  We want to get out of the muck. So here's what we hit on: A bit more about Refine Labs and the types of customers he works with; What does marketing mean to you now and what has shifted for you over time; Seed/Series A B2B startups' biggest mistake is over-prioritizing sales; Series B+ B2B startups' biggest mistake; Why startup founders need to do their own marketing first; What kind of marketing leader needs to be hired early stage (HINT: the team should not be just one person); Brand (organic) vs. Demand (paid) marketing activities that are working really well for Refine Labs (HINT: for paid, deliver high-quality content instead of lead gen); #1 problem with focusing on SEO; Why are marketers still so frustrated at their startup and how it starts with the Marketing Mindset; Business challenges at Refine Labs; When you narrow your niche, your TAM is smaller but your marketing and growth is better; How do you keep your marketing fresh and avoid getting passive (HINT: it involves driving the narrative, being active on social, using intuition and listening, and experimenting); You need 1-2 things to work with your marketing and not a million things to drive growth; How Chris balances his LinkedIn thought leadership posts and activity within his work day; "I talk so that I can listen" - this is powerful and this is what Chris does; Mistakes that Chris has made and learned from; Top learnings from starting the company (HINT: know your strengths and weaknesses and hire accordingly); Chris shares something unique about his personal life (and it's not Kombucha!). You can find Chris on LinkedIn: www.linkedin.com/in/chris-walker-41597028/ Find out more about Refine Labs: www.refinelabs.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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
52:28
June 07, 2021
34 - How Events Have Grown Our Customers By 5X+ with Sara Kinsey, Head of Digital, Demand and Events at Gem
Sara Kinsey is Head of Digital Marketing, Demand Generation, and Events at Gem. She's been there for 2+ years.  Prior to Gem, Sara was at Unifi Software (acquired) and Alteryx (IPO’d). Sara is a true B2B SaaS leader. Gem was founded in 2017, has 110 people, and is based out of San Francisco, CA. They've raised Series B ($48M total). Gem is the platform for modern recruiting. Like what Hubspot does for marketers, Gem does for recruiters and hiring teams (find, engage, and nurture top talent). It all started when co-founders Steve Bartel and Nick Bushak were working as engineering managers at Dropbox and Facebook and were using spreadsheets to track the best talent (they called them “gems”). They realized they needed to build something better. Here's what we hit on:  What did Sara and team focus on early stage given limited resources (HINT: they built their first significant marketing asset and then promoted it); Events turned out to be a BIG driver of marketing sourced leads - how did they track TOF all the way to Customer; You’re growing! What does your (marketing) team look like now; Marketing: what’s been working well for you? what channels (HINT: heavily focused on events including webinars, demo day, happy hour, Talent Talks, round tables, etc.); What does the team do with the recorded content from events; Leading with need vs. leading with content; What failure(s) have you had that have shaped you as a person; Experimentation is key to successful marketing at startups; How do you stay creative, keep your marketing fresh, keep from getting passive with your marketing/content. You can find Sara on LinkedIn: www.linkedin.com/in/kinseysara Find out more about Gem: www.gem.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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com  Thanks for listening!
46:27
May 31, 2021
33 - Inbound and Outbound Lessons From The Trenches With Daniel Huerta, Digital Marketing Manager at Udacity
Daniel Huerta is Digital Marketing Manager at Udacity. Before that, Daniel headed up marketing at Workify (HR tech startup) for 4+ years, running their content and demand generation efforts. Daniel is also the co-host of The Modern People Leader podcast. We covered both Udacity and Workify during this podcast session.  Udacity was founded in 2011, has 2000+ people, and is based out of Mountain View, CA. They've raised $235M in funding. Udacity’s mission is to train the world's workforce in the careers of the future. Learn digital, data science, programming, AI, cloud computing, cybersecurity and more. 200+ industry experts build the content. 100+ enterprise customers globally.  Workify was founded in 2014, has 11 people, and is based out of Austin, TX. Workify has raised $1.3M in funding. Workify helps you unlock the power of your people. Analytics for modern employee engagement.  Here's what we hit on:  Dug a bit more into Workify, who it's for and the problem they're solving;  Daniel is helping traditional orgs become more like tech companies - what does that mean;  How does Udacity differentiate from other players in the space;  Demand gen the old way, and transforming to the new way (HINT: they're working with the Refine Labs team!);  Does a bigger budget mean better marketing;  At Workify, how did you grow ARR from $40k to $1.2M from your content and demand gen efforts;  If you could go back in time at Workify, how would your run marketing differently (HINT: we talked about all the effort that went into outbound and then getting low conversions, we also talked about inbound and what were some of the pitfalls);  For inbound to work you need 1) unique POV 2) value prop 3) customer obsession 4) brand trust;  We touched on The Modern People Leader podcast and some different ideas to grow the audience.  You can find Daniel on LinkedIn: www.linkedin.com/in/daniel-huerta-74661390/  Find out more about Udacity: www.udacity.com  Find out more about Workify: www.getworkify.com  And here's The Modern People Leader podcast: https://podcasts.apple.com/us/podcast/the-modern-people-leader/id1545875052  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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com  Thanks for listening!
50:55
May 24, 2021
32 - Ninety Percent Of Our Revenue Is Marketing Sourced With Cassidy Shield, VP of Marketing at Narrative Science
Cassidy Shield is VP of Marketing at Narrative Science.  Before Narrative Science, Cassidy served as VP of Marketing at Gogo, VP of Marketing at NetCracker, and spent 13 years at Alcatel Lucent (purchased by Nokia). He's also a fellow Kellogg alum! Narrative Science was founded in 2010, has 88 people, and is based out of Chicago, IL. They've raised Series D ($43.4M total). Narrative Science humanizes analytics with data storytelling (not dashboards). Data should be understandable for everyone. Stop creating unused dashboards and start data storytelling. Here's what we hit on: More about Narrative Science, who you’re for, what problem you solve; The challenge with finding early adopters/visionary leaders (that's the target buyer) and how they’re trying to figure this out; Who’s on the Marketing team, anything unique? (HINT: the people in the roles have never done the specific work before - instead, Narrative Science sets a high bar and looks for specific behavioral traits); Podcast "Leading With Data" - what are you trying to do with it? What’s the purpose and how’s it going; Cassidy has 20+ years of experience. I asked him to explain his quote “the key to digital is great content that leads the buyer to what you sell”; Narrative Science doesn’t have a PR agency, and that's because startups should do their own PR (if they can); Marketing: what’s working well for you right now? what channels? (HINT: paid media - FB and Instagram, building community through events and the podcast); Marketing: what are the challenges, what are you trying to figure out; How do you track marketing’s impact on revenue? (HINT: the company's revenue is 90% marketing sourced! The team has not had much consistent, repeatable success with outbound sales); What are the last 2-3 really good (marketing) ideas you've come up with; What are some bad recommendations in your area of expertise. You can find Cassidy on LinkedIn: www.linkedin.com/in/cassidyshield Find out more about Narrative Science: www.narrativescience.com And here's the Leading With Data podcast: https://podcasts.apple.com/us/podcast/leading-with-data/id1535701027  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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
46:11
May 17, 2021
31 - Kyle Lacy, CMO at Lessonly, Talks About The Power of Irrational Ideas and Golden Llamas
Kyle Lacy, CMO (and Chief Mario Officer!) at Lessonly, joined me on the Modern Startup Marketing podcast. Kyle has been recognized as one of Indiana’s Forty-under-40, is the author of 3 books, built the content marketing team from scratch at ExactTarget (acquired by Salesforce for $2.6B), led marketing at OpenView Venture Partners, and advises a couple of tech startups besides his full-time role. Lessonly was founded in 2012, has 200+ people, and is based out of Indianapolis, Indiana. They've raised Series C ($30.2M total). Lessonly is the powerfully simple way for teams to learn, practice, and Do Better Work. Enabling busy teams (like Sales, like Customer Service) to get on the same page, stay ahead of change, and deliver amazing experiences to customers and prospects. This is NOT your ordinary training software. Here's what we hit on: You updated your title on LinkedIn to Chief Mario Officer - why? What was that for?; Irrational ideas can sometimes work; How we tie marketing to revenue and why that's important; About Lessonly in your own words; What's unique about your marketing team; You've been at Lessonly for 4 years. What did you do in those early days that was critical for success? Kyle introduced an agile marketing framework with 2-week sprints - we dive into why and how this is done; Lessonly moved their outbound sales development (SDR & BDR teams) under marketing - why and how this makes you more successful; Marketing: what’s working well for you right now, what channels (HINT: direct mail is part of it); Marketing: what are the challenges, what are you trying to figure out (HINT: hiring while remote is part of it, how to keep the culture); We talk about Ali Llama - who is this llama? Who came up with this? What's the story?; How do you differentiate from other (online training) players in the space; B2C can help inform B2B marketing; Write how you talk when creating content; Having the space to be creative vs. proving ROI on each creative campaign; How to lose money responsibly in order to differentiate; Favorite failures. You can find Kyle on LinkedIn: www.linkedin.com/in/kylelacy Find out more about Lessonly: www.lessonly.com Here's the e-commerce site to get your llama gear: https://olliellama.co/  Do Better Work was mentioned in the episode: dobetterwork.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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
43:55
May 10, 2021
30 - More Creators And Less Control On Paid Social with Alvaro De La Rocha, CMO at Bespoke Post
Alvaro De La Rocha, CMO at Bespoke Post, joined me on the Modern Startup Marketing podcast.  Another Kellogg connection on the show! Plus the co-founders are also from Kellogg. What a team!  Alvaro has held previous roles at Ogilvy and Microsoft, on both the product and marketing side.  Bespoke Post was founded in 2011, has 73 people, and is based out of NYC. They've raised $8.9M in funding.  Bespoke Post is goods and guidance, delivered monthly. Themed boxes full of enviable gear – shaving sets, shoe shine kits, home bar essentials. They partner with under-the-radar brands so you can discover the coolest selection of goods and gear. And to help out during the Covid-19 crisis, they've purchased over $38,412,000 of products just from small businesses.  Esquire magazine says "You can't put a price on the fun you'll have opening the boxes."  Here's what we hit on:  What does that mean, goods AND guidance;  Quick pitch about your company, who you’re for, what problem you solve (if there’s anything I missed);  Who's on the (marketing) team? Anything unique in the way that you’re structured;  You've been at Bespoke Post for 8+ years, started as the Director of Marketing. What were you doing in those early days to stand out? (HINT: getting featured on podcasts back in 2012?!);  Promoted to VP of Marketing, then to CMO. What did you have to take on for each role? What do you need to do to be successful? (HINT: good hiring + knowledge sharing to speed up your learning curve);  Marketing: what’s working well for you right now? what channels? (HINT: FB/Insta, podcasting, and TikTok);  How are you making FB/Insta/TikTok work for you, specifically? (HINT: more creators for social ads + less control);  What’s the brand personality;  How are you specifically leveraging podcasts? (HINT: more testing and not so worried about CAC);  How do you differentiate from other players, other subscription boxes;  Top items purchased from Bespoke Post in the past year;  What are the last 2-3 really good (marketing) ideas you've come up with;  What’s your “favorite failure”?  You can find 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 on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
49:37
May 03, 2021
29 - Modern Demand Gen Interview With Lesley Crews on the B2B Growth Podcast
I spoke with Lesley Crews from Sweet Fish Media on the B2B Growth podcast.  They've been going deep into the world of demand generation for the month of April - sweet! In this episode we discuss modern demand gen for startups and the playbook I wrote up that outlines key themes in more detail, including: The difference between lead gen and demand gen; Old vs. new demand gen and the key differences that will get you results; Your demand gen strategy should focus on the buyer, not you; How to be revenue-oriented...not leads focused; Sales & marketing collaboration. Here's the demand gen playbook covered in the episode: www.linkedin.com/pulse/modern-demand-gen-startups-anna-furmanov 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  on Youtube: www.youtube.com/channel/UCYgrBn-Y6P9o_OJ2lxHkWyg or visit this website: www.furmanovmarketing.com Thanks for listening!
25:49
April 30, 2021
28 - Jeroen Corthout, Co-Founder of Salesflare, Shares Why He's Been On 100+ Podcasts
Jeroen Corthout, co-founder at Salesflare, joined me on the Modern Startup Marketing podcast. Salesflare was founded in 2014, has 8 people, and is based out of Belgium. They've raised Seed funding ($406K). Salesflare is the perfect CRM for any startup or small B2B business that wants to make more sales with less work. No more manual data entry. The CRM fills itself out by synchronizing with your email, calendar, phone, social media, and organizes all this data for you. There’s a free trial (no CC required) for those interested in test driving. Here's what we hit on: Why Jeroen decided to get on 100+ podcasts and the impact he's looking for from this effort; Who's on the team and what they're focused on; What marketing channels are working really well for them; Deeper dive into SEO and how they're making it work with a lean team; Marketing challenges they're trying to figure out; How they differentiate from other sales tech/CRM players out there (HINT: WOM, customer support, and relationships); How they’re automating social media distribution across 3 channels; How Jeroen keeps his marketing fresh and stays creative; What are some bad recommendations Jeroen has heard in the startup/marketing/sales space; We talk about Doctura, the other company that Jeroen founded, and the learnings he got to help build Salesflare. You can find Jeroen on LinkedIn: www.linkedin.com/in/jeroencorthout Find out more about Salesflare: www.salesflare.com Link to StoryChief mentioned in the episode: https://storychief.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!
52:43
April 26, 2021
27 - Tera Hudson From The Mom Project Talks About Testing + Learning + Adapting and Creating Content Gold
Tera Hudson, Senior Marketing Manager of Demand Gen at The Mom Project, joined me on the Modern Startup Marketing podcast. Prior to The Mom Project, Tera was at InStride (reinventing the education of today’s workforce in partnership with leading global universities) and TeleSign (communications platform as a service or CPaaS, a Series B tech startup). The Mom Project was founded in 2015, has ~270 people, and is based out of my personal favorite, the hard-working Chicago, IL. They've raised Series B ($35.6M total). The Mom Project is a digital talent marketplace and community that connects professionally accomplished women with world-class companies - companies like Accenture, DropBox, Pinterest, Etsy, Facebook. They're changing the way women work and redefining career structures by providing women with opportunities that are in balance with their personal goals. This is HUGE and especially during COVID times. That respect that’s so desperately needed for work + life integration. I'm a big fan of the mission of The Mom Project. Here's what we hit on: Tera's fascinating story of landing at The Mom Project; Those first days and weeks at TMP - what did Tera focus on; How the marketing team is structured; What's working well with their marketing efforts and how they're making it work (HINT: paid and organic social); The challenges of marketing for a 2-sided marketplace (companies vs. talent); Why they decided to pause with Facebook and go big with LinkedIn; How they're using proprietary research and leading insights to generate demand; Is there a clear buyer journey at TMP, or not; Bad recommendations related to attribution; Tera's personal story of sacrificing her well-being to get the job done, and what she decided to do instead; Tera's obsession with crime stories. You can find Tera on LinkedIn: www.linkedin.com/in/terahudson Find out more about The Mom Project: www.themomproject.com Link to the Werklabs research: https://work.themomproject.com/resources/tag/werklabs 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!
47:16
April 19, 2021
26 - How To Differentiate When Sameness Is The Default With Peep Laja, Founder of Wynter, CXL and Speero
Peep Laja, founder of 3 companies (Wynter, CXL and Speero) joined me on the Modern Startup Marketing podcast. Peep has been building companies for years. He founded a SaaS startup back in 2009 for building and selling online courses (it didn’t work out) and now running these companies. Peep has really grown his audience on LinkedIn and Twitter. 37k followers on Twitter and almost 26k followers on LinkedIn. Wow. People (including me) are following Peep's thought leadership on building companies, experimentation, storytelling and content marketing. Wynter is a messaging optimization platform for B2B companies. What messaging hits home? What falls flat? Customers include Drift, Unilever and GoToMeeting. CXL is a skill-building platform for marketers that uses the world’s top 1% practitioners as instructors. Customers include Google, Cisco, and Hilton. Speero is a customer experience optimization agency. They do CX research and experimentation to measure and improve your customer experience. The short story here is Peep sent out a Tweet: “A podcast booking company is pitching me, saying they can get me on 2 shows/week and nobody else can match their success rate. Let's see about that.” Clearly Peep is an experimenter. And then someone emailed me about it and so here we are :) Here's what we hit on: How many podcast shows have you booked so far? What's your goal with being on so many podcasts; What did you learn from your 2 years building the SaaS startup (that failed) that has helped you succeed with Wynter and CXL and Speero; What are your thoughts on content marketing and how it has changed over the years? What exactly has changed since 2010? What do marketers need to stop / start doing; Who's doing innovative things with their content (HINT: Harry Dry and also Growth.Design with their comic book style case studies growth.design/case-studies); Recommendations for startups on how to differentiate when sameness is the default...what’s the strategy (HINT: innovation, brand and strategic narrative); How Peep stays creative; Some bad recommendations that Peep has heard and wants to set the record straight; Do user research but BE CAREFUL; Top tips for posting content and building an audience on LinkedIn and Twitter. You can find Peep on LinkedIn: www.linkedin.com/in/peeplaja On Twitter: @peeplaja Find out more about Wynter: wynter.com Find out more about CXL: cxl.com Found out more about Speero: speero.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!
49:32
April 12, 2021
25 - Rediscovering Intimacy In A Remote World With Grace Woods, VP Global Head of Marketing at Patreon
Grace Woods, VP Global Head of Marketing at Patreon, joined me on the Modern Startup Marketing podcast. Prior to Patreon, Grace held executive roles at Flexport, Kloudless (Series A startup), and Salesforce (for 5 years). Patreon was founded in 2013, has over 200 people, and is based out of San Francisco, CA. They've raised Series E ($258.3M total). Patreon is a creator-founded membership platform that helps creators change the way their art is valued through a direct relationship with their fans. Thousands of video makers, podcasters, musicians, writers, game developers, and other creators are making a salary on Patreon. Creators offer their fans a monthly membership. So I’ve been part of DGMG’s Patreon ($10/mo.) for months. $10 seems like nothing, but when you have thousands of fans, that’s amazing recurring revenue. Here's what we hit on: How Grace made her way over to Patreon and the personal significance of working there; First days and weeks at Patreon, what she focused on and then COVID hit and brought various challenges; Marketing is 40 people across Creative, Brand, Demand Gen, Product Marketing, Web Engineering, Marketing Operations, Customer Marketing and Events. How Grace gets the pulse on everything; What it means to set the bar on content (when your customers are content creators themselves); Patreon's very successful creator ambassador program that fuels their content engine; Frequent content is not as important as authentic, valuable content; Grace offers up tips on how to approach virtual events; Top Patreon creators (including While She Sleeps with a link to their PR video); Some super creative marketing ideas from Grace's creative and social team (including visually celebrating creativity plus spreading the word about what we offer); How Grace continues to stay creative; The idea of having a "village of advisors" to help solve different problems; New ideas have to run through the customer obsession litmus test; Grace's story on failures and learnings going forward (HINT: listen to your customer vs. push your own message); How to approach website redesign in a balanced way; How to balance both brand + demand to drive growth; Grace's marketing pet peeve; Grace's mantra to "do what you suck at" and how that relates to marketing. You can find Grace on LinkedIn: www.linkedin.com/in/gracewoods Find out more about Patreon: www.patreon.com Link to While She Sleeps creative PR video: https://www.youtube.com/watch?v=j5mKa0r8Fjk 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!
50:45
April 05, 2021
24 - How To Thread Marketing Into Your Sales Process With Jared Jost, VP of Marketing at PatientPop
Jared Jost, VP of Marketing at PatientPop, joined me on the Modern Startup Marketing podcast. Prior to PatientPop, Jared was at Twistlock (cybersecurity startup that got acquired by Palo Alto Networks) and Smarsh (SaaS). PatientPop was founded in 2014, has ~450 people and is based out of Santa Monica, CA. They've raised Series C ($125M total). PatientPop makes it easy for healthcare providers to attract more patients, manage their online reputation, modernize the patient experience, and automate the front office. From searching for a provider online, to checking their website + reviews, to booking an appointment, to getting an alert, then getting an automated survey, and finally leaving a review online. Enhancing every digital touchpoint along the patient journey. Here's what we hit on: Jared was VP of Demand Gen at PatientPop for almost 2 years, then became VP of Marketing - so what does marketing mean to him; What Jared focused on with marketing efforts when he joined PatientPop 3.5 years ago (they were at Series A); How to thread marketing into the sales process to create pipeline, opportunities, and revenue; How the marketing team is structured now; Marketing channels that are working really well (HINT: PPC + organic but there are nuances); During COVID we learned that breaking up the content funnel makes us better marketers; How we used internal data and thought leadership to increase trust and propel the brand; Challenges related to staying relevant and scaling the company; Taking the company from Series B to Series C funding and what that means for marketing; Building a simple tool to use on your website that addresses the buyer's pain point (quickly) and propels growth faster; Some bad marketing recommendations that Jared can't stand (HINT: it's about leads); How Jared defies convention and tries to take a different approach. You can find Jared on LinkedIn: www.linkedin.com/in/jaredjost Find out more about PatientPop: www.patientpop.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!
47:51
March 29, 2021
23 - Reverse Podcast Episode With Anna Furmanov And Her 7-year-old Special Guest
Are you ready for this? A twist on the typical Anna + guest format! One of my listeners suggested I ask myself the same questions I typically ask my guests...so basically interview myself. If you ever wanted to learn more about me personally, this will help! And as an added bonus, I ask my 7-year-old daughter some of the same questions. The result is sometimes hilarious and always super cute. In this episode I cover: What does marketing mean to me; Quick pitch about my company, who I'm for, what problems I help solve; How did I start this company; Who's on the team; What's working really well from my own marketing and channels perspective; Quick note on lead gen; Challenges I'm trying to figure out; How has COVID affected my marketing strategy; What did I do early stage (given limited resources) to stand out (HINT: focus on your superpowers); The last 2-3 good ideas I've come up with; How I keep my marketing fresh and stay creative; What's my "favorite failure" (HINT: not just one!); What are some bad recommendations in sales/marketing; Sharing something more personal about myself, maybe a little strange. 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!
19:21
March 22, 2021
22 - Challenges With Short Customer Journeys in the Baby Industry with Aaron Pollack, CMO at Nanit
Aaron Pollack, CMO at Nanit, joined me on the Modern Startup Marketing podcast. Prior to joining Nanit in 2017, Aaron held various marketing roles at global brands such as Canary, BlackBerry, GreatCall and SiriusXM. Nanit was founded in 2016, has ~65 people, and is based out of NYC. They JUST finished raising Series C! ($75M total) Nanit has created an HD baby monitor that lets you track your baby’s sleep, breathing motion, and growth. So you get the sleep analysis, personalized tips, and immediate alerts, and of course the 1080p overhead view of your baby. And there’s even a digital baby album that's tracking milestones that you can share with your family. An entire baby monitoring solution. P.S. Aaron doesn't have any kids, and that may be the secret to being so successful with his marketing and growth efforts - not falling back on assumptions and continuously learning more from Nanit's buyers. Here's what we hit on: Aaron's "lean and mean" marketing team of 7 people and what they're responsible for; Nanit as both a product + SaaS company and how they think about pricing; Using stage + lifestyle as part of their targeting efforts; How they're using Pinterest successfully (vs. just the typical Facebook and Insta); Working with partners like The Bump that have highly targeted marketing capabilities; Using Criteo for retargeting; Some challenges within the category (customer journey is 4-5 months!) which makes marketing/educating difficult; How Nanit's personalized sleep coaching for parents increases WOM; How parents and the category has changed over the last 5 years so that more people want this (pricier) baby monitoring solution; How Aaron helped take the company from Series B to Series C; Some of Aaron's top marketing ideas; Why the pandemic fundamentally changed the type of plan consumers buy (more than 25% of users are not parents!); How Aaron and team keep their marketing fresh (HINT: there's a Super Parents group); People make recommendations based on what works for them - most of the time it doesn't work for Nanit; What's wrong with being obsessed with "going viral" (HINT: going viral should never be the goal but can be a nice result); Aaron's "favorite failure"; Aaron's secret special ingredient for his winning chili recipe. You can find Aaron on LinkedIn: www.linkedin.com/in/aaronpollack Find out more about Nanit: www.nanit.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!
47:06
March 15, 2021
21 - Marketing Challenges and Wins with Mark Kilens, VP of Content & Community at Drift
Mark Kilens, VP of Content and Community at Drift, joined me on the Modern Startup Marketing podcast. Drift was founded in 2015, has ~400 people, and is based out of Boston, MA. They've raised Series C ($107M total). Drift helps companies (specifically, marketing and sales) engage in real-time, personalized conversations so they can build trust and accelerate revenue. Drift combines chat, email, video, and automation to remove the friction from business buying and make it more enjoyable and human. They came up with the categories “conversational marketing” and “revenue acceleration” and just announced a year of record-breaking growth. Here's what we hit on: 3 different eras and the evolution of brand, demand gen, and now a revenue focus across marketing and sales; What are the pain points that sales/marketing teams have where Drift comes in; Sales/marketing team alignment vs. actioning; How the marketing team is structured inside Drift - the hub of the customer experience AND employee experience; What makes Drift unique (from other martech SaaS companies); What marketing channels are working really well for Drift (e.g. LinkedIn, virtual events); How to think about SEO in an effective way - narrow targeting and entertaining media formats; LinkedIn marketing means using the power of real people within your business; Drift on gating content (HINT: they don't); Just because someone reads your content does not mean they're qualified - what else matters; Drift's marketing challenges (e.g. expansion, focus, etc.); You can't just buy martech and expect revenue to follow - need the strategy; Some of Mark's best marketing ideas (micro-content, reposition your content to different audiences); The vast majority of websites suck because they serve the marketer vs. customer; How Mark stays creative. You can find Mark on LinkedIn: https://www.linkedin.com/in/markkilens/ Find out more about Drift: www.drift.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!
45:26
March 08, 2021
20 - Jonathan Metrick On How To Leverage New and Emerging Channels Like TikTok and Clubhouse
Jonathan Metrick, Chief Growth Officer (CGO) at Portage Ventures and Fractional CGO at Wealthsimple, joined me on the Modern Startup Marketing podcast. Lots of gold nuggets shared in this episode because Jonathan brings the insights from both a VC firm and startup perspective on growth. Portage Ventures is an early stage fintech investor, formed in 2016 and with a presence in Toronto, Montreal, New York, Europe and Southeast Asia. Wealthsimple is one of their portfolio companies. Wealthsimple was founded in 2014, has ~500 people, and is based out of Toronto, CA. Wealthsimple is "investing on autopilot." They build you a personal, low-cost portfolio and put your money to work like the world’s smartest investors. Wealthsimple manages $8.4 billion and has more than 1.5 million users. We hit on a lot of important topics, including: Jonathan's marketing experience across brands (including P&G, Live Nation, Policygenius) and what he most enjoys about marketing and growth; How emerging fintech companies should approach marketing, education and connecting with their users; The need for brand + growth teams to be better integrated in order to differentiate and leave competitors in the dust; New and emerging channels (like TikTok and Clubhouse) can help you get in front of your target buyers, cheaply; How influencer marketing helps new brands explain themselves and build trust; The importance of being clear about who you are and what you do so that your target audience connects with you; Startup brands that are willing to test in new and emerging channels have a leg up over established brands; Education and value creation as the main challenges to tackle within fintech; How will consumer behavior evolve in another year or two, and making sure your marketing and growth efforts align; Startup fundraising and advice from Jonathan (HINT: people really matters, here); Jonathan's marketing and growth efforts for Portage Ventures. You can find Jonathan on LinkedIn: www.linkedin.com/in/jonathanmetrick Find out more about Portage Ventures: p3vc.com  Find out more about Wealthsimple: www.wealthsimple.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!
38:04
March 01, 2021
19 - Three Mistakes That Michelle Heath, Founder & CEO at Growth Street, Sees Companies Make Way Too Often
Michelle Heath, Founder and CEO at Growth Street, joined me on the Modern Startup Marketing podcast. Mixing it up! I usually have venture-backed startup founders and marketing leaders come on as guests. This time I brought on a fellow marketing superstar to share her experience and wisdom.  Michelle and I are clearly spirit animals, once you listen to this episode you'll understand why. Michelle started Growth Street in 2013, based out of Boston, MA. When businesses need to achieve the next level of growth, Growth Street is the growth strategy consulting firm that creates the tailwind for success. Moving quickly is a big-time competitive advantage. They don’t like wasting time or money. No politics, BS or over-processed approaches. And their motto: giddy up! We hit on a lot of brand, marketing and growth concepts, including: Growth Street's very own growth story; Brand strategy vs. branding vs. marketing, the key differences and why does it even matter, especially for startups; Michelle's new book about the power of brand as business value and how brand is often misunderstood; The holy grail of brand is consistency; How to prove that your brand strategy is working (HINT: what do you want brand to do for your business?); 3 big mistakes that Michelle sees companies make repeatedly; How to get the marketing flywheel going (HINT: start with the customer mindset); Do you actually need an industry-specific consultant (with experience in your industry) to help with your marketing and growth. You can find Michelle on LinkedIn: www.linkedin.com/in/michelleheath Find out more about Growth Street: www.getgrowthstreet.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!
52:31
February 22, 2021
18 - How To Simplify Your Content Strategy And Measure Impact with Anna Furmanov (unfiltered)
Sometimes I like to sprinkle in some raw and unfiltered thoughts.  In this episode I cover: The purpose of content; Before you come up with a content strategy, you need to figure out what your target buyer cares about, their challenges, goals, where they spend their time, etc; What is a content engine and how to think about creating content for the full funnel; Daily/weekly marketing ops activities to feed your content engine; How to think about sales materials as part of your content strategy; How to measure your content efforts; How to measure your podcast efforts. 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!
12:21
February 15, 2021
17 - How Rob Singer, CMO at Remitly, Leads Marketing at a 900+ People Startup
Rob Singer, CMO at Remitly, joined me on the Modern Startup Marketing podcast. Remitly was founded in 2011, they've raised Series F (just raised another $85M July 2020), and have ~900 people. Remitly is a fintech company that leverages digital channels, including mobile phones, to send money internationally. 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 is helping them send money across borders. Here’s what we covered: Rob's experience joining and growing companies during key inflection points; How getting traction across geographies shook up the marketing team's structure; What marketing channels worked well for getting traction early stage; Architecting the marketing team for scale; How Rob leads marketing at 900+ people company (HINT: includes a daily morning spreadsheet update and hiring phenomenal people); Rob's background in marketing (HINT: his first job as a marketer was straight to CMO); As CMO, you're the head of HR for marketing - hire, retain and engage world class talent; As CMO, you're helping the team stay focused and prioritize; Rob's experience and advice when the data tells you an incomplete story; Rob's magic spreadsheet - exactly what does he track and update every morning??; How to measure and think about CAC across geographies; Marketing channels working well today; Transitioning from an app-first to an app company; From static marketing to video creative to cut through the noise; Positioning the brand around 'peace of mind'; Marketing is analytics + connection + emotion; Rob's personal opinion on building brand early stage (including his experience at Ancestry.com); Rob's advice on how to approach marketing early stage vs. later stage companies; Rob's approach to staffing (e.g. early stage use boutique agencies as your marketing team). You can find 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 this website: www.furmanovmarketing.com Thanks for listening!
51:19
February 08, 2021
16 - Dan Frohnen, CMO at Sendoso, on How We Leverage Our Exec Team for PR and Thought Leadership
Dan Frohnen, CMO at Sendoso, joined me on the Modern Startup Marketing podcast. Sendoso was founded in 2016, they've raised Series B ($54M total), and have ~370 people. Sendoso provides new ways to engage with customers throughout the buyer journey, including with personalized gifts, branded swag, eGifts, Cameos, virtual experiences & more. This directly impacts pipeline and revenue. Here’s what we covered: How to approach gifting prospects effectively (to help with relationship-building, reminders, and just as a nice surprise); What marketing was up to 1.5 years ago when Dan joined a team of 4 people; Why Brand and Demand is synonymous; What the marketing team looks like today (7 distinct groups); How to think about the marketing team vs. SDRs for pipeline coverage; How Sendoso uses an account-based approach involving SDRs, Marketing, and AEs; The customer journey is not linear, but your messaging and value props must be consistent at all touch points; Education creates urgency with prospects; How different companies like Sendoso and Gong are killin' it with engagement/gifting plays; Sendoso's philosophy around marketing - don't focus on the channel, focus on the engagement; Which marketing channels are working really well for Sendoso; How Sendoso uses pillar content and thought leadership which amplifies their organic SEO; How Sendoso leverages their exec team for PR and thought leadership; Dan's approach with his team, to help them feel comfortable with being uncomfortable; Marketing's approach throughout COVID - educate, educate, educate; Creating brand "micro-moments"; Dan's experience at Skedulo (Series A) and hitting revenue milestones to help bring in $28M (Series B); Failures that have helped shaped how Dan leads as CMO. You can find Dan on LinkedIn: www.linkedin.com/in/danielfrohnen Find out more about Sendoso: www.sendoso.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!
48:12
February 01, 2021
15 - How To Prioritize Your Startup Marketing with Anna Furmanov (unfiltered)
Sometimes I like to sprinkle in some raw and unfiltered thoughts.  In this episode I cover: Startups don't have a lot of people,