Building With Buyers

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Anna Furmanov
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You're a startup founder. You think your product is amazing and feel like more people should be buying. But the road is long and slow. It feels like you're stuck. There's always one thing I ask startup founders: have you talked to your customers? This is a show about early stage startup growth but unlike other shows about early stage startup growth, only we explore the role customers play in helping startups build to the next round. Hosted by Anna Furmanov.

Anna turns customer insights into compelling positioning and messaging for startups, visit furmanovmarketing.com to see how.

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Recent Hosts, Guests & Topics

Here's a quick summary of the last 5 episodes on Building With Buyers.

Hosts

Anna Furmanov

Previous Guests

Natalie Marcotullio
Natalie Marcotullio is the Head of Growth & Product Marketing at Navattic, a company that specializes in making the buying process easier through interactive demos. She has a strong background in product marketing and growth strategies, focusing on customer engagement and event success. Her role involves leading initiatives that enhance customer experiences and drive business growth.
Taylor Jennings
Taylor Jennings is the lead UX Researcher at Chili Piper, a Demand Conversion Platform that integrates Chat, Routing, and Scheduling solutions. She specializes in incorporating customer research into product and pricing strategies, helping to inform product goals and address challenges in customer insights.
Elaine Zelby
Elaine Zelby is the Co-Founder and Chief Revenue Officer (CRO) at Tofu, a company that specializes in automating top-of-funnel processes for B2B marketing teams. Under her leadership, Tofu has developed integrated marketing campaigns that can be executed eight times faster than traditional methods. Elaine has played a crucial role in securing Series A funding for Tofu and is known for her expertise in customer research and marketing strategies. She actively shares insights on LinkedIn and is recognized for her contributions to the startup ecosystem.
Megan Bowen
Megan Bowen is the CEO at Refine Labs, a demand generation agency specializing in growth stage and enterprise B2B SaaS companies. She focuses on customer research and its impact on client work, helping startups understand the evolving landscape of buyer behavior and the importance of positioning and messaging in their marketing strategies.
Ivan Barajas Vargas
Ivan Barajas Vargas is the Co-Founder and CEO of Muuktest, a company specializing in world-class quality assurance services that are 100% done-for-you. He has experience in incorporating customer research into product development and is focused on understanding the whole-person approach in customer research, which goes beyond just the product. Ivan is seed funded and actively engages in discussions about the importance of customer research and the challenges faced in this area.

Topics Discussed

customer event Navattic growth product marketing customer obsession word of mouth startup uncertainty product research pricing research customer research Chili Piper customer referrals B2B marketing funding round nurture sequences product roadmap GTM plan content quality AI Copycats Positioning Messaging Brand Demand ABM Customer Research B2B SaaS Paid Ads Whole-Person Customer Research Service-as-a-Software The Mom Test customer insights challenges with customer research

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Episodes

Here's the recent few episodes on Building With Buyers.

0:00 37:29

228 - How To Throw A Successful Customer Event (Natalie Marcotullio, Head of Growth & Product Marketing at Navattic)

Hosts
Anna Furmanov
Guests
Natalie Marcotullio
Keywords
customer event Navattic growth product marketing customer obsession word of mouth

Natalie Marcotullio is Head of Growth & Product Marketing at Navattic. Navattic makes buying easier with interactive demos. Seed funded. Also check out Ep. 139 (be the company that seems to be everywhere), Ep. 180 (podcast, ads, positioning, what’s the ROI) and Ep. 218 (launching the free forever plan).


Here’s what we cover:

The Navattic Fanatic Customer Event in NYC, what was your goal for the event and did you achieve it;

What do you think made the customer event so successful;

Anything that surprised you;

What will you change for next time;

After the event is often the most important - how did you make the event last beyond the two days;

Other ways you’re incorporating customers into your business and marketing strategy;

Your new role heading up product marketing, what are you planning to tackle first;

Natalie asks Anna her burning question;

30 days of customer obsession;

Thoughts on being audacious to differentiate;

What are the top drivers of WOM for Navattic.


Natalie on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/natalie-marcotullio

Navattic: www.navattic.com


For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.


Music by my talented daughter.


Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠⁠

Website: ⁠⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

0:00 22:39

227 - Navigating Startup Uncertainty With Product and Pricing Research (Taylor Jennings, UX Research at Chili Piper)

Hosts
Anna Furmanov
Guests
Taylor Jennings
Keywords
startup uncertainty product research pricing research customer research Chili Piper

Taylor Jennings is lead UX Researcher at Chili Piper. Chili Piper is your all-in-one Demand Conversion Platform. The only solution that consolidates Chat, Routing, and Scheduling all in one platform. They've raised $54.4M.


Here’s what we cover:

How do you incorporate customer research at Chili Piper;

Product research and goals with this research;

Pricing research, goals with this research, how you actually did this in the weeds;

How have you actually used the research insights;

What are your challenges with customer research.


Taylor on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/taylorjennings1

Chili Piper: ⁠www.chilipiper.com


For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.


Music by my talented daughter.


Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠⁠

Website: ⁠⁠⁠⁠⁠⁠⁠furmanovmarketing.com

0:00 53:04

226 - How A Weekly Surprise & Delight Meeting Increases Customer Referrals (Elaine Zelby, Co-Founder at Tofu)

Hosts
Anna Furmanov
Guests
Elaine Zelby
Keywords
customer referrals B2B marketing funding round nurture sequences customer research product roadmap GTM plan content quality

Elaine Zelby is Co-Founder and CRO at Tofu. Tofu puts top-of-funnel on autopilot for B2B marketing teams, so you can ship integrated marketing campaigns 8X faster. Series A funded (recent).


Also check out Ep. 96 “First Time Founders Think Product Wins, Second Time Founders Know GTM Wins”.


Here’s what we cover:

Your recent funding round, what did it take to get there (HINT: 4 main things);

How do you use tofu at tofu;

How do you structure your nurture sequences;

How do you incorporate customer research at tofu (HINT: product roadmap, website, GTM plan);

Both companies and people are building agents and bots, how do you break away and ahead of everyone else;

Where are you placing big bets in 2025;

How do you know your content is good.


Elaine on LinkedIn: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.linkedin.com/in/elainezelby

Tofu: www.tofuhq.com


For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.


Music by my talented daughter.


Anna on LinkedIn: ⁠⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠⁠

Website: ⁠⁠⁠⁠⁠⁠furmanovmarketing.com

0:00 50:10

225 - AI & Copycats Make Positioning and Messaging The Most Critical Pieces To Figure Out (Megan Bowen, CEO at Refine Labs)

Hosts
Anna Furmanov
Guests
Megan Bowen
Keywords
AI Copycats Positioning Messaging Brand Demand ABM Customer Research B2B SaaS Paid Ads

Megan Bowen is CEO at Refine Labs. Refine Labs is a demand gen agency for growth stage and enterprise B2B SaaS companies. Also check out Ep. 78 "Hire For Customer Success, Not Customer Support."


Here’s what we cover:

Brand, Demand, and ABM. What's your approach to client work;

I’m exploring the role that customers play in helping startups build to the next round - how have you seen this play out with companies you work with;

What’s changed about how buyers buy today, and what’s still the same;

Customer research is core to the work I do with my clients - how do you handle customer research at Refine Labs;

How are you using AI, and what’s your take on where it’s going;

Early stage startups testing paid ads, what’s your advice (HINT: it's an expensive experiment, you need at least $3M-5M ARR);

What’s the biggest challenge for companies you’re working with right now;

Megan asks me her burning question.

Megan on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/meganwhitebowen

Refine Labs: ⁠⁠⁠⁠⁠⁠⁠⁠⁠www.refinelabs.com


For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.


Music by my talented daughter.


Anna on LinkedIn: ⁠⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠⁠

Website: ⁠⁠⁠⁠⁠furmanovmarketing.com

0:00 25:14

224 - How To Practice Whole-Person Customer Research (Ivan Barajas Vargas, Co-Founder & CEO at Muuktest)

Hosts
Anna Furmanov
Guests
Ivan Barajas Vargas
Keywords
Whole-Person Customer Research Service-as-a-Software customer research The Mom Test customer insights challenges with customer research

Ivan Barajas Vargas is Co-Founder and CEO at Muuktest, world-class QA 100% done-for-you. Seed funded.


Here’s what we cover:

  • What is Service-as-a-Software;

  • How do you incorporate customer research at Muuktest;

  • The Mom Test;

  • What are some of your goals with customer research;

  • What questions are you asking;

  • How are you using research insights;

  • Do you ask customers where do they learn and hang out;

  • Why understanding “whole-person” with your research is important and goes beyond just your product;

  • Why is customer research important;

  • What are your challenges with customer research;

  • There are so many voices, who should you listen to when you do this research.


    • Ivan on LinkedIn: ⁠www.linkedin.com/in/ivanbarajasvargas

    Muuktest: ⁠⁠⁠⁠muuktest.com


    For more content, subscribe to Building With Buyers on Apple or Spotify or wherever you like to listen, and don't forget to leave a review if you're lovin' the show.


    Music by my talented daughter.


    Anna on LinkedIn: ⁠⁠⁠⁠www.linkedin.com/in/annafurmanov⁠⁠⁠⁠

    Website: ⁠⁠⁠⁠furmanovmarketing.com

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