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Georgiana Laudi is the co-founder and CEO of a consulting agency called Forget The Funnel, where she helps SaaS companies scale and improve conversion rates through customer-led growth. She\u2019s also a marketing and growth advisor to companies like MarketerHire, SparkToro, and Sprout Social. Previously, she was the VP of Marketing at Unbounce and has worked in growth marketing for over 20 years. In today\u2019s episode, Gia speaks about how to identify your ideal customer, how to map their user flows in order to find the biggest growth opportunities, and examples of product changes she\u2019s recommended that have led to the largest growth unlocks. She shares the exact process she works through with founders to uncover opportunities, as well as how to increase subscriptions and retention for SaaS businesses.

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Find the full transcript here: https://www.lennysnewsletter.com/p/customer-led-growth-georgiana-laudi

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Where to find Georgiana Laudi:

\u2022 Twitter: https://twitter.com/ggiiaa

\u2022 LinkedIn: https://www.linkedin.com/in/georgianalaudi/

\u2022 Website: https://www.forgetthefunnel.com/

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Where to find Lenny:

\u2022 Newsletter: https://www.lennysnewsletter.com

\u2022 Twitter: https://twitter.com/lennysan

\u2022 LinkedIn: https://www.linkedin.com/in/lennyrachitsky/

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Thank you to our wonderful sponsors for making this episode possible:

\u2022 Amplitude: https://amplitude.com/

\u2022 Athletic Greens: https://athleticgreens.com/lenny

\u2022 Maven: https://www.maven.com/lenny

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Referenced:

\u2022 How SaaS Marketers Can Hold High-Impact Customer Research Interviews: https://www.forgetthefunnel.com/resources/saas-customer-research-interviews

\u2022 Jobs To Be Done: Email Invite Template & Interview Questions by Forget The Funnel: https://docs.google.com/document/d/183PzYjQi2vsIRlPMUrtzRwZF1VdnZWNDAZsrJ4MRT4Q/edit

\u2022 The Growth Framework for Customer-Obsessed SaaS Teams: https://www.forgetthefunnel.com/resources/saas-customer-journey-mapping

\u2022 Project Snow White: https://marker.medium.com/what-seven-years-at-airbnb-taught-me-about-building-a-company-e1d035d49c56#:~:text=middle%2C%20an[\u2026]0White,-was%20one%20of

\u2022 Startupfest: https://startupfestival.com/for-startups/

\u2022 Pirate Metrics: https://fourweekmba.com/pirate-metrics/

\u2022 How Airbnb Proved That Storytelling Is the Most Important Skill in Design: https://www.inc.com/yazin-akkawi/the-surprising-technique-airbnb-uses-to-better-sell-an-experience.html

\u2022 Jobs to Be Done: https://jtbd.info/

\u2022 Demand-Side Sales 101: https://www.amazon.com/Demand-Side-Sales-101-Customers-Progress/dp/1544509987

\u2022 When Coffee and Kale Compete: https://www.amazon.com/When-Coffee-Kale-Compete-products-ebook/dp/B07C7HH662

\u2022 Obviously Awesome: How to Nail Product Positioning So Customers Get It, Buy It, Love It: https://www.amazon.com/Obviously-Awesome-Product-Positioning-Customers/dp/1999023005

\u2022 Hooked: How to Build Habit-Forming Products: https://www.amazon.com/Hooked-How-Build-Habit-Forming-Products/dp/1591847788

\u2022 Forget the Funnel: https://www.forgetthefunnel.com/customer-led-growth/book

\u2022 Four Thousand Weeks: Time Management for Mortals: https://www.amazon.com/Four-Thousand-Weeks-Management-Mortals/dp/B08XZY5ZF7

\u2022 Shine Theory: https://www.shinetheory.com/

\u2022 April Dunford\u2019s website: https://www.aprildunford.com/

\u2022 SparkToro: https://sparktoro.com/

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In this episode, we cover:

(04:33) Georgiana\u2019s background

(07:03) Why funnels are antiquated\xa0

(08:52) Better positioning and messaging to find the ideal customer

(13:59) How Gia was inspired by Airbnb\u2019s storytelling

(19:23) How to analyze what\u2019s successful and what to invest in

(21:54) The ideal customer to learn from

(26:37) How to choose which customer job to prioritize\xa0

(32:21) Value moments in the customer relationship

(36:45) Applying customer feedback\xa0

(44:40) Metrics for measuring the customer\u2019s meaningful engagement\xa0

(49:45) What\u2019s included in the messaging and positioning guidebook

(51:15) Tips for messaging

(54:13) Example of a customer job at SparkToro

(55:58) What is the Jobs to Be Done framework?

(59:50) Lightning round

(1:04:18) How Gia manages her time

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Production and marketing by https://penname.co/. For inquiries about sponsoring the podcast, email podcast@lennyrachitsky.com.