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Georgiana Laudi

Georgiana Laudi

Product Marketing & Growth Advisor at Forget The Funnel

Gia Laudi (aka Georgiana) is a strategic advisor, author and keynote speaker. With a passion for helping the tech industry turn customer value into revenue-generating outcomes, she developed the Customer-Led Growthtm framework and co-authored the best-selling book, Forget The Funnel. Gia works with high-growth B2B SaaS like Bitly, Sprout Social, Appcues, dbt Labs, EverCommerce and more.

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What's the best way to segment your customers to write messaging that resonates with them?

Georgiana Laudi
Georgiana Laudi

Forget The Funnel Product Marketing & Growth Advisor | Formerly Bitly, Sprout Social, Appcues, dbt Labs, EverCommerce and more. • 7y

I like to group customers in a couple different ways, primarily by the struggle or trigger that led them to "hire" the product (leaning on Jobs-to-be-Done research to identify these).  I will then segment based on where they are (on the path to solving their pain) in their relationship with the product ie. evaluation, activation, engagement.  Lastly, I'll use something like NPS or engagement scores to identify which customers might need extra love or a nudge. It can get complicated very quickly, ...Read More

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Bitly VP PMM & Co-Founder / CEO of “Forget the Funnel” Georgiana Laudi on Customer Research

Bitly VP PMM & Co-Founder / CEO of “Forget the Funnel” Georgiana Laudi on Customer Research

Questions covered in this episode: 1:25 Opening Question: What led Claire and you to start ‘Forget the Funnel’?3:50 Can you talk a little bit about the book that is derived from your consultancy ‘Forget the Funnel’?9:10 Where do you recommend even starting with customer research?18:53 How you've taken the crawl, walk, run, run approach and learning from these insights what survey or interview methods that you've seen that work best?26:16 How you think about then taking the segments that you're learning from prioritizing some segments versus maybe other segments, and then actually operationalizing that?32:34 Who you think should be the champion of customer life growth internally within a company. Should it be maybe its own independent team? Should it be a part of an existing team?36:50 Can just share one piece of insight that has served you well throughout your product marketing career?Want more insights from Georgiana? Check out her Sharebird Profile.Looking to connect? You can find Georgiana here on LinkedIn.