Georgiana Laudi is a strategic advisor and speaker who’s passionate about turning customer value into revenue-generating outcomes. Marketing online since 2000, she began as a marketing executive and product growth advisor in 2010 working with high-growth, B2B SaaS products like Unbounce, Sprout Social, Bitly, Appcues, SparkToro, Invoice Simple and more. 

It was while leading Marketing for Unbounce – a largely marketing-led SaaS –  that she discovered customer experience mapping. One where the entire relationship with customers — from experiencing the problem to engagement and expansion — is measured not based on transactional moments and business metrics, but instead on the customer’s success milestones. 

She says she realized that if she could operationalize the process of helping customers reach their goals, take customer insights and turn them into revenue-generating outcomes – that could change the way SaaS success is achieved. That’s what she set out to accomplish with her partner Claire Suellentrop. 

• The author emphasizes that getting more leads to fill the top of the funnel does not ultimately work, since there is no funnel. While business leaders are often tasked with growing the company, they find it hard to understand what marketing is. The author’s remedy is to make the customer happy ultimately. 
• Most companies, even if they are not SAAS or do not have a subscription model, do realize that recurring revenue is important. Georgiana Laudi advises that businesses should ensure continuous customer satisfaction rather than concentrate money and resources on top-of-the-funnel. 
• To this end, sellers must assess what are the factors that made the buyer decide to buy their product. Through testing such variables, key drivers will emerge, which the seller must focus on, improve upon, and continuously validate whether the promise has indeed been delivered. 

Run time – 73.22 mins.