Speakers in the public record
Claim mix
recommendation 4evaluation 4preference 2belief 1commitment 1
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Every row below preserves an exact excerpt. Identified speakers are linked; unresolved voices are labeled and excluded from people counts.
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The useful parts, with receipts.
12 published records
“I very, very, very rarely read marketing books, but there's two that I think are pretty foundational and recent. So Obviously Awesome by April Dunford. I'm sure you've heard that one a ton. It's kind of required reading, I would say, especially for founders. I told April when she first wrote, I'm like, "I'm going to require every single founder I work with to read your book before we work with them," because it's foundational, you have to know that. And then the other one that I really enjoyed flip side was Hooked by Nir Eyal. That one was great too. But like I said, I don't read many marketing books. The other one that I would be remiss not to mention is ours that we're writing about the process, which is really about the step by step how to do this thing. So as much as we love going through this process with companies, I sort of took a page from April here too, in that telling the process and having people be able to rule this out and do this internally themselves has been wildly gratifying. We do it with a training program and this is our next step in getting out into the world even more. So you absolutely can do this stuff yourself. So that process is later in that book. And then another book that I read recently, which has nothing to do with marketing at all, but was really nice was 4000 Weeks. I don't think-”
- Publisher
- Lenny's Podcast
“The rest of the company who aren't necessarily customer facing really understood, I think, at a different level what we were all doing together in KPIs, yada yada yada.”
- Publisher
- Lenny's Podcast
“Because step one in this process, just to zoom out a little bit, is figure out your customer and what their problems are so that you can actually solve them well.”
- Publisher
- Lenny's Podcast
“I find that jobs be done too helps tie and bond marketing and product and customer success together a lot more because all three of those teams, or arguably four with sales, should all be focused on this theme customer that's not revolutionary.”
- Publisher
- Lenny's Podcast
“The problem with funnels and pirate metrics and the favorites that I love to pick on are MQLs and SQLs is that nobody knows what those mean.”
- Publisher
- Lenny's Podcast
“I think part of the reason why it's an afterthought is because product onboarding in particular, and you've probably heard this too, it tends to be kind of like no man's land.”
- Publisher
- Lenny's Podcast
“But in mid 2017, I actually paired up with Claire Suellentrop who led marketing at Calendly, and her and I have been working together since about mid 2017. That's when we launched Forget The Funnel, and we started pairing up on working with companies and sort of married her customer research background in my strategy, marketing background.”
- Publisher
- Lenny's Podcast
“" It was a real moment for me. But the problem with funnels and pirate metrics and the favorites that I love to pick on are MQLs and SQLs is that nobody knows what those mean.”
- Publisher
- Lenny's Podcast
“Hopefully short, because I mean I will say that with some of the KPIs, it's very straightforward with new unique website visitors or the website conversion rate.”
- Publisher
- Lenny's Podcast
“I didn't realize at the time, but it changed the way, like you said at the beginning, it changed the way that I thought about marketing because it really made it obvious to not only me, of course, and to everybody, that customer experience layer, that marketers are so good at, has such an incredibly important role in driving revenue.”
- Publisher
- Lenny's Podcast
“I know SparkToro as well, which I think we might end up talking about again when we talk about the process, they doubled their trial-to-paid conversion rate when we worked with them because of post acquisition optimization to their messaging.”
- Publisher
- Lenny's Podcast
“I told April when she first wrote, I'm like, "I'm going to require every single founder I work with to read your book before we work with them," because it's foundational, you have to know that.”
- Publisher
- Lenny's Podcast