How to Leverage Messaging as Your Moat in a Flooded Market

In today’s episode of the Forget The Funnel podcast, we tackle one of the biggest challenges facing SaaS companies: differentiation. With AI tools and products flooding the market and competition skyrocketing, standing out has never been this hard. But here’s what you might not know—your messaging can be your moat.In this episode we'll cover:Why good positioning alone isn’t enough—and how powerful, pervasive messaging is needed bring it to lifeThe biggest messaging pitfalls SaaS companies fall into (and how to avoid them)How to craft messaging that resonates and how to leverage it, as your moat, at every stage of your customer journeyReal-world examples of companies that get messaging right (and what you can learn from them)If your product is getting lost in a flood of competitors, this episode is for you.00:03:30 – The market is more crowded than ever: how AI has accelerated competition00:07:10 – Positioning vs. messaging: why positioning alone isn’t enough00:12:15 – The most common messaging mistakes SaaS companies make00:17:40 – How to align messaging across the entire customer experience00:22:55 – The role of messaging in onboarding, retention & expansion00:28:20 – Real-world examples of SaaS companies with a strong messaging moat00:34:10 – How to test & refine your messaging to drive conversions Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

This episode of The Forget the Funnel Podcast is a must-listen for B2B SaaS founders and teams ready to unlock the power of segmentation. Gia tackles the critical importance of segmentation in driving targeted marketing, better customer experiences, and scalable growth strategies. If your team targets more than one customer segment but struggles to go from data overload to building segmented experiences that actually drive revenue growth, this episode is for you.In this episode, you’ll learn:Why segmentation is essential for improving engagement and conversion rates.How understanding customer Jobs-to-be-Done leads to more effective demographic and firmographic segmentation.Why prioritizing multiple segments can be tricky for teams and how to focus your efforts.Actionable steps to iterate and improve your segmentation over time.Packed with practical advice and real-world examples, this episode will leave you with clear strategies available to you to get more from the marketing you're already doing and based on opportunities that you have today. If you have any questions you can connect with Georgiana Laudi (Gia) on LinkedIn. Visit us at forgetthefunnel.com, and don’t forget to rate, review, and subscribe to the podcast. Tune in on Spotify, Apple Podcasts, or watch on YouTube.Chapters[00:00] Introduction: Why most segmentation strategies fail SaaS teams.[02:15] Gia’s take on the biggest misconception about segmentation.[08:45] Deep dive on segmentation strategies from awareness all the way to expansion and upsell.[17:50] The connection between segmentation and customer retention.[22:10] Tailored onboarding: How to get it right for multiple segments.[32:35] The iterative process: How to refine and improve your segmentation over time.LinksPrev Ep: https://youtu.be/q_mKOtt-vg0?si=IEqNXm-Nm3lEBQ0gLinkedIn Article - ICP vs Personas vs Jobs-to-be-Done https://www.linkedin.com/pulse/unlocking-scale-strategic-customer-segmentation-georgiana-laudi-z769f/SparkToro: https://sparktoro.com/ Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

This episode of The Forget The Funnel Podcast, Gia dives deep on how we’ve become data-rich but insights-poor and the 4 growth stalls you’re likely experiencing as a result. If you're a SaaS founder or product manager bogged down in the weeds of hypothesis-mode and product growth challenges, you’ll want to tune in.In this episode, you’ll learn:How understanding the full customer journey—not just metrics—can transform your growth strategy (and how Gia’s team hit 900% revenue growth).How to uncover what really drives value and revenue with actionable customer research (featuring lessons from real SaaS companies).The secret to aligning product and customer experiences for scalable, predictable growth. Why product marketing is the unsung hero for team alignment and smarter decision-making.How to ditch panic-mode tactics and build long-term, customer-driven strategies that work. This episode is packed with no-nonsense advice and strategies you can start implementing right away. It’s time to move from operating in hypothesis-mode to focused, intentional strategy.For further questions, connect with Georgiana on LinkedIn. Visit us at forgetthefunnel.com. Your feedback through ratings, reviews, and subscriptions means the world to us.Tune in on Spotify, Apple Podcasts, or watch the full presentation on YouTube.What's in this episode:[02:15] - How a visit to Airbnb’s office changed Georgiana's perspective on customer value. [09:40] - The four core reasons why product growth stalls and how to counter them. [14:22] - Strategies for penetrating market saturation and retaining your customers. [21:10] - Balancing the urgency for short-term gains with the necessity for long-term growth.[27:35] - Practical examples demonstrating companies that prioritize customer insights. [32:45] - Understanding and leveraging the unique role of product marketing in driving growth.[38:50] - How to operationalize customer insights into actionable growth strategies.LinksBusiness of Software: https://businessofsoftware.org/talks/georgiana-laudi-data-rich-insight-poor-the-real-reason-your-growth-is-stalled/ Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

AI is everywhere. We’re using it in our marketing, in our products, in our day-to-day task management. We’re all using it in one way or another. But when it comes to learning from and understanding your customers and what drives them to make decisions, proceed with caution.Here’s how we see it:To grow revenue, you need to increase conversions. To increase conversions, you need to create better customer experiences. To create better customer experiences, you need to understand the why - that critical context that leads your customers to make the decisions they do. Are AI tools capable of that? Cue the sad trombone. But - that doesn’t mean AI has no role to play in customer research. And that is what this latest episode of the pod is all about. This week on Forget the Funnel, Georgiana takes on the 100-ton elephant in the room: whether AI can help us learn more about our customers. Drawing from a recent months-long Custom GPT experiment and conversations with SaaS teams and colleagues, Georgiana shares her take on using it as a research tool.Timestamps02:10 — What is the role of AI in customer research? Georgiana explores this burning topic and gives examples of what AI can and cannot do. 05:00 — Georgiana explains why the results of their Custom GPT research experiment fell flat and why they needed a human to connect the dots.10:16 — Georgiana highlights the importance of foundational customer intelligence and explains why customer knowledge shouldn’t be guesswork but insight-driven, especially when integrating AI. 13:51 — She discusses how AI helped her leverage a large set of customer surveys and interpret their results.17:10 — She breaks down the potential risks of using AI for customer research, privacy policy issues, and other potential threats.19:06 — She finishes off by sharing the current stage of experiments and goals for collaborating with AI in customer research.LinksFollow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/Follow Bob Moesta on LinkedIn: https://www.linkedin.com/in/bobmoesta/ Read the uber-practical Forget The Funnel book: https://forgetthefunnel.com/customer-led-growth/bookCheck out Forget the Funnel’s website: https://forgetthefunnel.com/ Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

If you’re trying to scale your SaaS, but you’re stuck tweaking features, following best practices and listening to experts who know nothing about you, your customers or your product… you’re doing it wrong. In this no-fluff episode of the Forget The Funnel podcast, Gia and Claire cut through the noise and give you the exact steps for growing your product by understanding what your best customers actually need.Forget building for the masses. Forget best practices. Forget guesswork. It’s time to focus on the customers who understand the value of your product and turn them into loyal, long-term revenue. Customer-Led Growth is the framework that gets you there—fast.What You’ll Learn00:36 — What the heck is Customer-Led Growth? Claire and Gia break down why most SaaS founders misinterpret this concept—and why it’s costing you scale.07:34 — Step One: Get out of your product bubble and into your customer’s head. Why focusing on the customer’s problem—not your product—is where growth starts.11:15 — Step Two: Map the customer journey like a pro. Learn how to move beyond “trial to paid” and take customers from curious prospects to raving fans.21:17 — Build high-converting customer experiences by solving real problems—no shiny features needed.23:04 — Step Three: Figure out what “good” really looks like for your best-fit customers and find the gaps in your current experience.26:43 — Case Study: Claire and Gia walk you through how they used the CLG framework with Invoice Simple to uncover hidden growth levers.Why This MattersScaling your SaaS isn’t about cramming in new features or guessing what customers want. It’s about understanding who your best customers are and solving their real problems. That’s what drives growth. If you want to unlock real scale, this episode is your playbook.Your Next MoveListen now, and then head to forgetthefunnel.com to get even more insights on how to turn Customer-Led Growth into your secret weapon for scale. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

“Sell benefits, not features”. We’ve all seen the UserOnboard image of Mario + the magic flower = Super Mario. Or Popeye + spinach = super extra-strength Popeye. It’s the best practice that says you should focus on selling the benefits of your product, rather than the features. What if we told you that this is a best practice that’s lazy and risky?Welp. It is. Different customers value different things at different stages of their decision-making. We can’t assume that our customers only care about the benefits or business outcomes of your product. Don’t get us wrong. Making the outcomes your product provides clear is important. But is it the right thing to be leading with across all of your marketing and messaging and onboarding? I think you’re already picking up what we’re putting down. So what should you do instead? Shock. You gotta start with knowing what will resonate with your customers and then translating that into messaging that will convert. That’s what we dig into on this episode of the Forget The Funnel Podcast. And we’re joined by Anthony Pierri from FletchPMM  to help dispel the whole “sell benefits, not features” best practice brilliantly. He shares the example of the humble homepage; how a lot of brands write its content for the person who they think will approve the deal - some executive - leaning way too heavily into the ‘benefits’ and ‘outcomes’ they think they’ll care about. Increased revenue. Reduced risk. Saved time. …which leads to totally undifferentiated “me too” messaging. This episode is for SaaS founders & practitioners who are looking to: - Home in on the value themes your customers care about- Map those themes to relevant product capabilities (whether feature or benefit-based)- And make sure your messaging is targeted and effective and converts more high-LTV customers. Discussed: How exclusively focusing on benefits can lead to generic, “me too” messaging that turns prospects off - if they even pay attention in the first place. Why understanding what customers value at different decision-making stages leads to higher LTV customers. And techniques for identifying what resonates most with your customers to develop targeted messaging and marketing.  Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

SaaS teams use the best practice of  A/B testing like a crutch for marketing, messaging and product growth decisions. And it makes sense. If you think about it, A/B testing something relieves you of so much burden. Not sure which headline is gonna resonate? Test it! Teammates have an (ahem, questionable) idea for how to improve conversions? Test it!Here’s the problem with the “test everything” approach: The vast majority of A/B testing is void of customer understanding and designed to make incremental improvements, typically without impacting revenue in any meaningful way.If you can 'cut the cord’ from the purely data-driven statistical model of trying to optimize a page or user journey, you can build bigger, better, more powerful A/B tests that hit customers directly in the feels (and your ARR).On this episode of the Forget the Funnel Podcast, Marc Thomas from Podia shares why testing isn’t the best practice it’s cracked up to be. Georgiana and Claire share when running tests is valuable and why knowing how your customers think, feel, and behave helps you run more productive and profitable tests.Timestamps:1:04—Marc Thomas discusses A/B testing as a flawed “best practice” in SaaS. He explains why it isn’t always the answer and why getting close to your best customers is a better alternative.10:28—Georgiana discusses scenarios when teams might use A/B testing, like validating a hypothesis before taking a big swing. She also explores when a smaller conversion rate can actually be a good thing.15:07—Claire explains why testing for testing’s sake will not produce the desired results. Instead, effective testing starts with understanding your customers to form stronger hypotheses.18:11—Georgiana tells a story of how testing went south for one company when the team tried to find a suitable pricing model. A/B testing steered them wrong until they zeroed in on their best-fit, higher-value customers and what value meant to them.23:29—Georgiana talks about the value of identifying Jobs-to-be-Done for one company so that they can build the customer experience around their high-value customers and optimize for the right things for the right customer.27:25—Claire points out how major organizational change can come from a handful of conversations and when SaaS companies should run tests. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

If you’re building a racecar, friction is bad news. But when you’re building an onboarding experience for your software product, things are a little more nuanced. This week, we’re dialing into why the pervasive push for a frictionless user experience in your product onboarding isn’t just overrated—it might be undermining your growth potential.At some point, SaaS founders and product managers started taking for granted that friction in the user journey was always a bad thing. But that so-called “best practice” isn’t always the best because it doesn’t account for your potential customer’s context. And as we know, context is everything when it comes to their decision-making process.In fact, your customers often *need* friction to convince them to keep using your product.How can you tell good friction from bad to make sure your users get to key moments of value, educate your potential customers, and unveil what really matters to them?On this episode of the Forget the Funnel podcast, Ramli John shares why “remove all friction” is a best practice we should forget. Georgiana and Claire also share why friction gets a bad rap, when to add it in or remove it, and how customer insight unlocks how to add profitable friction for your SaaS. Discussed:Why “remove all friction from your product onboarding” became a best practice and why it’s not actually helpful advice.The difference between unnecessary friction and useful friction and how good friction can help users keep going in your product, including real-life examples.Why customer intel is essential to getting new users to moments of value when you’re adding and removing friction.Key moments:1:56 - Ramli John shares his favorite flawed best practice: “You have to remove all friction from the user journey.” This advice isn’t universal — friction can be helpful and add value to the user experience. 5:31 - Georgiana and Claire second Ramli’s take and break down what friction is, why it gets a bad rap, and why it shouldn’t (at least, not always).8:29 - Claire describes “Exhibit A” of unnecessary friction: a lengthy demo form where sales don’t actually use all the information gathered. The questions may be intended to create a better experience, but it’s a chore to fill out — and the friction’s unhelpful.11:47 - Georgiana walks through examples of products where friction is good, like Canva’s approach to catering the product experience and Wave asking for the user’s logo to show what an invoice would look like.15:26 - Sometimes “best practices” are in direct conflict with what customers want, which is why customer knowledge is critical. Georgiana shares an example of how Bitly introduced friction to educate customers based on Jobs to Be Done research and the resulting use cases. 20:27 - Claire shares how it can hurt you to remove friction when you shouldn't, using an analogy from IKEA. If it’s the user’s first time using your product, you need friction to show them the steps to take based on what’s valuable to them.24:58 - The key to avoiding bad friction is to get clear on what parts of your product matter to your best-fit customers. You have to validate that for them when they get in for the first time and keep the good friction that gets them to moments of value.29:30 - The pair wrap up the episode by sharing how you might implement knowledge about your moments of first value with good friction that drives retention. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

How do you empower your team to make better decisions in their day-to-day work to increase conversions and drive more revenue?Here’s the thing: Most companies claim to be customer-led. They say things like, “We talk to our customers all the time,” “Our CSAT scores are great," and “User testing is part of our DNA.” But actual customer-led growth means mobilizing your entire team around the ideal customer’s experience. Not piecemeal in Product, Marketing or CS.If you’re going to mobilize a truly customer-led team, you need to know which pitfalls to avoid and how to set your team up for success so that they can take customer insight and turn it into revenue-generating outcomes for your business. On this episode of the Forget the Funnel podcast, Georgiana and Claire break down why Customer-Led Growth is such a powerful tool for driving revenue and how it helps your team break down silos and actually align around your ideal customer. They also share the challenges you might encounter when implementing CLG and how to navigate them.Discussed:The benefits of Customer-Led Growth for teams and what it looks like to implement it well.The practicality of a CLG approach and how it helps teams build more relevant, resonant customer experiences to drive conversions, revenue, and all-around smarter decisions.Common traps that teams fall into when trying to implement — from practitioners who “go rogue” to having too many cooks in the kitchen — and how to avoid them.Key moments:1:32 - Georgiana describes what it looks like to implement customer-led growth, why a lot of companies that say they’re “customer-centric” are full of it, and the benefits of being truly customer-led.4:44 - Claire digs into why CLG helps teams feel more connected to the customer and the power of a shared language across different departments. She also describes how it helped one customer to have Jobs-to-Be-Done language in real time.7:00 - Georgiana shares how a CLG approach drives a better, more resonant customer experience, which, in turn, impacts conversion rates, revenue, and your highest-level business goals.9:44 - Claire describes how adding one question to your sign-up form can be a huge win for customer-led growth and trigger more valuable and relevant customer experiences right away.11:23 - The pair talks through some of the traps teams fall into when CLG goes wrong, starting with one person trying to push the project forward on their own without involving other stakeholders — AKA the lone wolf. 17:01 - Claire talks about another challenging dynamic: stakeholders cycling in and out of a project due to turnover. Georgiana offers her take on why it happens and how to navigate it.18:48 - You shouldn’t “lone wolf” customer-led growth, but involving too many stakeholders is a problem, too. Claire and Georgiana explore the challenges of having too many cooks in the CLG kitchen and share their firsthand experiences with it.22:43 - Georgiana ends the episode by sharing practical advice on how to involve the right stakeholders in CLG, like creating a project brief and forming a CLG team at the start of the project. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/

We need to talk about voice of customer — because there’s been a misunderstanding.Voice of customer isn’t just for huge companies. It’s also not an abstract, academic concept that’s too broad for teams to use. Done right, insights pulled from the words your customers use are practical and actionable. And they can help your team make better business decisions day in and day out. Best of all, you don’t have to undertake a massive, endless research project to start putting the words of your best customers, aka ‘Voice of Customer', to work for your business. You can tap into both quick-win and in-depth methods to capture and leverage those insights to attract way more great-fit customers.Ready to tap into VoC? Listen to this episode of the Forget the Funnel podcast as Georgiana and Claire dive deep into why the voice of the customer matters, how you can (and should) apply it to your business, and the methods you can use to get started.Discussed:Common misconceptions about voice of customer and how it fits into the foundational understanding of your customers.Methods for capturing voice of customer, including customer interviews, qualitative surveys, signup flows, social listening and other quick-win tactics.Practical applications for voice of customer, from your homepage copy to product positioning and onboarding experiences.Key moments:1:12 - Claire kicks things off by defining voice of customer, and Georgiana explains some of the misconceptions that might hold companies back from capturing and using it.5:16 - Georgiana takes a “then and now” look at the voice of customer concept. She compares how the term was first used in 1993 to how it looks today, with practical daily applications in areas like marketing. 8:38 - Georgiana explains how capturing voice of customer is part of foundational customer understanding. She also describes the output of those conversations: both high-level understanding and actual customer quotes.12:05 - Claire asks Georgiana to share some methods for capturing voice of customer beyond customer interviews.16:21 - Claire offers guidance for which methods to start with when gathering the voice of the customer and the importance of knowing that your insights are coming from your best-fit customers.21:51 - Georgiana speaks to the importance of recording and manually transcribing customer interviews — and why you shouldn’t use AI to transcribe for voice of customer.24:27 - Georgiana and Claire share an example of a customer who gathered the voice of the customer through qualitative surveys. What they learned completely changed their messaging, which led to a 93% increase in product sign-ups.30:39 - Voice of customer is versatile and applicable well beyond your website homepage. Georgiana closes out the episode by sharing the many applications for the voice of customer. Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/ Check out the Forget the Funnel website: https://forgetthefunnel.com/