Throughout our conversation, Nizam emphasizes the importance of deep customer understanding and empathy. He shares his insights on conducting effective research, building buyer personas, and leveraging tools like the Value Proposition Canvas to align product offerings with customer desires.

Nizam also sheds light on his strategic approach to messaging, advocating for value-driven communication that resonates with the target audience. He discusses the role of AI in augmenting product marketing efforts, highlighting the importance of using tools like ChatGPT responsibly and ethically.

Whether you're a product marketing professional, a content creator, or simply interested in understanding how to effectively communicate the value of your product, this episode is packed with actionable insights and practical advice.

• Nizam on Linkedin
• Ocelot's website

• 02:16 The Evolution of a Marketer: Nizam's Career Path
• 04:58 Adapting Titles for Audience Trust: A Marketer's Strategy
• 07:17 Content vs. Copy: Understanding the Distinction
• 09:48 Bridging Product Marketing and Content Creation
• 14:59 The Role of External Copywriters in Marketing Strategy
• 18:51 Achieving Message Market Fit: A Comprehensive Guide
• 24:18 Exploring Buyer and User Personas in Marketing
• 25:17 The Art of Collecting Valuable Customer Insights
• 27:24 Leveraging Internal Teams for Richer Customer Understanding
• 28:30 Navigating Research Budgets and Strategies
• 31:22 Embracing AI for Enhanced Product Marketing
• 37:34 Continuous Learning and Improvement in Product Marketing
• 41:57 The Power of Introversion in Product Marketing
• 45:10 Connecting and Growing in Product Marketing

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Throughout the conversation, Matt shares his insights on the importance of deeply understanding your target audience, going beyond surface-level interactions to uncover their true needs, desires, and pain points. He emphasizes the power of empathy and authenticity in building lasting relationships with customers, particularly in industries where trust and personal connection are critical.

From crafting non-linear marketing campaigns that break through the noise to leveraging AI tools like ChatGPT for efficient content creation, Matt offers a glimpse into his innovative approach to marketing. He also touches on the significance of cross-functional alignment within an organization and the need to meet customers where they are in their technology adoption journey. Whether you're a seasoned marketer or just starting out, this episode is packed with valuable lessons and actionable takeaways that will help you build stronger connections with your audience and boost your marketing efforts.

Please enjoy!

• Matt on LinkedIn
• ServiceCore's website

• 01:21 Deep Dive with Matt: Marketing in Blue-Collar Industries
• 04:16 Matt's Marketing Philosophy: From Curiosity to Strategy
• 07:42 Service Corps: Revolutionizing Portable Sanitation with SaaS
• 11:25 Building a Marketing Foundation at Service Corps
• 13:50 Customer-Centric Marketing: Inside Out Approach
• 19:29 Creative Strategies for Overcoming Software Skepticism
• 22:08 Harnessing Facebook Groups for Industry Insights
• 22:24 Exploring Non-Linear Marketing Strategies
• 23:12 Leveraging Viral Moments for Brand Engagement
• 24:32 The Power of Authenticity in Marketing
• 28:25 Innovating with SEO and Messaging for Market Fit
• 30:05 Utilizing AI for Content Creation and Strategy
• 32:54 Adapting Messaging for Different Market Segments
• 35:28 Ensuring Cross-Departmental Alignment in Strategy
• 37:15 Achieving Message Market Fit: A Dynamic Process
• 39:36 Personal Insights: Patience and Consistency in Growth
• 42:15 Closing Thoughts and Where to Find Us

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

In this episode, Foti shares his journey of validating the idea for GrowthMentor through real conversations instead of just consuming content, how he ensures quality by interviewing every mentor, the power of reciprocity in convincing experts to offer their time for free, categorizing user research to inform FAQs and messaging, and how genuine giving creates a environment for authentic relationships.

Foti also dives into using friction as a filter, the importance of founder intuition, his counterintuitive launch strategy, and a unique “heavy metal” productivity hack. Whether you’re a founder, marketer, or just looking for mentorship, this episode is brimming with insights on entrepreneurship, growth, and the rewards of building a business centered on giving.

Please enjoy!

• Foti on LinkedIn
• Growth Mentor’s website
• Get a copywriting mentoring session with me 😉

• 02:03 The Genesis of Growth Mentor: A Unique Solution for Marketers
• 06:07 Foti’s Journey: From Finance to Growth Marketing
• 07:46 Understanding Growth Mentor’s Core Mission
• 10:59 Building Relationships and Learning from Conversations
• 15:30 The Power of Reciprocity and Mentorship
• 24:20 Adding Friction for Better Engagement
• 25:10 Harnessing Friction in Onboarding for Better Customer Experience
• 25:44 The Power of Personalized Onboarding Questions
• 26:25 Setting Expectations and Utilizing Microcopy
• 27:16 Leveraging FAQs and User Feedback for Improvement
• 31:10 Incorporating AI for Enhanced Product Features
• 32:33 Building a Community: The Friend Factory Concept
• 35:11 Learning from Mentor Experiences and Product Launch Insights
• 39:25 Navigating Messaging Challenges with Diverse Audiences
• 42:59 Productivity Hacks and Closing Thoughts

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

In this episode, we explore Melanie's unique career path, her passion for working with developers, and how she uses her technical background to bridge the gap between product and marketing. We also delve into her approach to customer-led growth, the challenges of scaling without losing a company's soul, and her strategies for staying ahead of the curve in the ever-evolving world of developer tools.

• Melanie on LinkedIn
• Warp's website

• 02:41 Melanie's Journey from Support to Product Marketing
• 05:20 The Role of a Technical Product Marketing Manager
• 06:57 Developing Technical Skills and Empathy for Developers
• 08:16 Introducing Warp: A Modern Terminal Application
• 10:44 The Passion for Working with Developers
• 12:02 Using Personal Insights for Effective Messaging
• 14:27 Staying in Touch with the Developer Community
• 16:02 Scaling Without Losing the Company's Soul
• 18:02 Advocating for the Customer Experience
• 20:22 Melanie's UX Design Skills and Their Impact
• 22:56 Evolving Warp's Website and Brand
• 25:01 Exploring the Impact of Interactive Demos vs. Direct Product Experience
• 25:59 The Power of Product Simplicity and User Onboarding
• 26:29 Tailoring Marketing Strategies to Audience Sophistication
• 28:04 Navigating the Customer Journey: From Awareness to Activation
• 29:46 Leveraging User Feedback and Assumptions in Marketing
• 32:21 The Challenges and Strategies of Messaging and Website Redesign
• 41:14 Continuous Learning and Networking in Marketing
• 47:00 Vision Boards and Personal Growth
• 48:24 Wrapping Up and Where to Find More

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Throughout the episode, we learn what Andrew garnered from orchestrating massive digital advertising campaigns for giants like Disney, the necessary strategic mindset adjustments for B2B SaaS excellence, and the importance of deeply understanding customer needs through "jobs to be done." We also discuss the critical role of mentorship in career progression, the indispensable value of user testing in both product development and marketing, and the complexities businesses face when trying to strike a balance between product-led growth and sales-driven strategies in today's competitive market.

Please enjoy!

• Andrew on LinkedIn
• Andrew's Delivering Value podcast
• Delivering Value's website

• 01:51 From Big Brands to B2B SaaS: Andrew Kaplan's Career Evolution
• 13:04 Unlocking Customer Insights: The Power of Jobs to Be Done
• 16:37 Navigating Growth Challenges: Strategies and Insights
• 18:26 The Art of Connecting Research to Actionable Steps
• 21:16 Leveraging Usability Testing for Informed Decision Making
• 25:44 The Controversy of Website Tear Downs
• 27:48 The Evolution of Expertise and Confidence
• 29:20 Navigating Career Growth and Mastery
• 31:27 The Art of Delivering Value in Consulting
• 33:40 Finding and Formalizing Mentorship
• 37:07 The Impact of Investment in Mentorship
• 44:42 Choosing Solopreneurship Over Agency Building
• 47:40 The Power of a Trophy File

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

In this episode, we dive into Natalie's journey from growth hacker to head of growth, her strategies for gaining customer insights, the importance of infusing story into product demos, and the latest trends in leveraging interactive demos to skyrocket conversion rates.

Please enjoy!

• Natalie on LinkedIn
• Natalie's "Revenue on the rocks" podcast
• Navattic's website

• 02:10 Natalie Marcotulio's Journey from Growth Hacker to Head of Growth
• 04:21 Cross-Functional Collaboration and Messaging Strategies
• 08:13 Leveraging Interactive Demos for Enhanced Customer Engagement
• 09:33 The Power of Storytelling in Product Demos
• 12:20 Optimizing Interactive Demos for Maximum Impact
• 15:16 Aligning Website and UX Copy for Cohesive Messaging
• 16:32 Interactive Demos vs. Traditional Marketing Channels: A Comparative Analysis
• 18:57 The Role of Videos in B2B SaaS Marketing
• 20:33 Interactive Demos in Product-Led vs. Sales-Led Companies
• 21:27 Maximizing Team Alignment with Interactive Demos
• 22:17 Tailoring Interactive Demos for Sales Success
• 23:03 Evolving Website Messaging for Enhanced Customer Experience
• 24:56 Leveraging Customer Feedback for Website Messaging
• 27:05 The Power of Research in Crafting Effective Messaging
• 34:02 Innovative Use Cases for Interactive Demos
• 35:07 Utilizing AI for Efficient Demo Storyboarding
• 36:14 Continuous Learning and Innovation in Marketing
• 38:03 Navigating Messaging Challenges in a Competitive Market
• 39:00 Closing Remarks and Additional Resources

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Marc's early adventures in journalism set the stage for a career built on out-of-the-box thinking and a willingness to challenge the status quo. His stories of DIY culture, punk rock ethos, and the lessons learned from a failed startup illuminate the importance of deeply understanding and relating to your audience. Marc shares his insights on leveraging cultural references to create meaningful connections with customers and the transformative power of stepping outside standard marketing playbooks.

Join us and learn how you can apply these lessons to your own marketing strategies for better engagement and growth.

• Marc on LinkedIn
• Marc's website (Positive Human)
• Marc's RINse & Repeat framework
• Podia's website

• 03:01 Marc's Journey: From Journalism to Founding a Startup
• 07:53 The Importance of Culture in Marketing
• 11:15 The Fear of Failure in Founders
• 20:55 The Value of Experience and Empathy in Growth Marketing
• 27:00 Understanding Early Stage Companies
• 27:13 Positioning Strategies and Messaging Patterns
• 28:27 The Importance of Customer Understanding in Positioning
• 29:11 The Neglected Aspect of Positioning
• 31:34 The Role of Customer Research in Business Growth
• 32:57 The Fear of Change and the Danger of Standard Playbooks
• 34:04 The Power of Unique Insights and Customer Research
• 34:41 The Rinse and Repeat Anti-Playbook
• 42:24 The Power of Narrative in Marketing
• 46:22 The Use of AI in Marketing
• 52:36 The Impact of Innovative Marketing Approaches
• 54:14 Conclusion: The Future of Marketing

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

In this episode, we dive deep into the “Jobs to Be Done” methodology with Derik Sutton and Kyle Bazzy. Derik is CMO and Kyle is SVP of Customer Success at Autobooks. The guys are seasoned professionals in B2B SaaS marketing, sales, and the fintech industry. We dive into their personal journeys that led them to SaaS, and walk you through the (often unconventional) strategies you can use to deeply understand and speak to your customers.

Kyle shares his unconventional entry into the sales world, and how a passion for entrepreneurship and technology led him to co-found a successful SaaS platform during his college days. Derik, takes us through his transition from traditional sales roles into the fintech space, emphasizing the critical role of product love and marketing in driving innovation.

We also discuss their collaboration with Chris Spiek and Bob Moesta at the Rewired Group, exploring the profound impact of the “Jobs to Be Done” framework on product adoption, retention, and overall business strategy. They shed light on the importance of aligning sales, marketing, and product development around a common language — the customer’s needs.

Please enjoy this deep dive into the transformational power of customer-centric methodologies with Derik and Kyle.

CONNECT WITH DERIK & KYLE

• Derik on LinkedIn
• Kyle on LinkedIn
• Autobooks’ website

SHOW NOTES

• 02:32 Getting to Know the Guests: Background and Journey
• 03:25 The Intersection of Sales, Marketing, and Product
• 04:28 The Impact of Customer-Centric Approach
• 11:43 The Role of Surveys and Customer Interviews
• 18:09 The Power of Questions in Sales and Marketing
• 20:45 The Conference Experience: A New Approach
• 27:59 Understanding the Sales Perspective
• 28:24 The Importance of Aligning Goals
• 28:33 The Power of Asking the Right Questions
• 29:18 The Role of Marketing in Sales
• 29:41 The Art of Crafting Effective Presentations
• 30:26 The Impact of Personal Commitment in Sales
• 30:46 The Importance of Understanding Customer Progress
• 31:43 The Power of Messaging in Sales
• 32:03 Understanding the Customer’s Career Progress
• 32:58 The Role of Trust in Building Customer Relationships
• 37:32 The Impact of Empathy in Sales and Marketing
• 42:06 The Importance of Research in Understanding Customers
• 49:27 The Challenge of Connecting and Speaking to Customers
• 53:26 Conclusion: The Power of Customer-Centric Approach

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Have you ever wondered what it takes to transition from the world of luxury hotel brands and Italian foods to pioneering digital identity solutions in the tech space? Or how lessons from crafting compelling ad campaigns can transform the way we approach B2B marketing in the SaaS industry? Eliana opens up about the skills and insights she gained from her advertising days and how they've become invaluable assets in her tech ventures.

But this episode isn't just about transitions; it's a deep dive into the art and science of understanding human psychology to influence and engage. Eliana shares her perspective on why being a marketer is akin to being a bit of a psychologist, especially when navigating the complex web of B2B relationships and sales cycles.

So, if you're curious about how storytelling, creativity, and a deep understanding of consumer behavior can revolutionize B2B marketing, you're in the right place. Join us as Eliana shares how to blend the best of advertising's creative flair with the strategic focus required for success in the tech world. Whether you're a marketer, a business leader, or just fascinated by the power of effective communication, this episode could change the way you think about marketing and innovation.

Please enjoy this insightful conversation with Eliana!

Want to hear more episodes about human psychology and behavior? Check out our conversation with Kasia Foster, PMM at Capsule on how she turned her experience in content writing into insights on understanding customers for her product role.

CONNECT WITH ELIANA

• LinkedIn
• ShareID's website

• 00:58 Eliana's Journey from Advertising to Tech
• 02:35 Insights from the Advertising World
• 06:18 Transition to B2B Marketing and SaaS
• 11:06 Understanding Share ID's Solution
• 14:14 Marketing Strategies and Challenges in B2B SaaS
• 19:43 Expanding Share ID to Different Markets
• 21:47 Challenges of Selling in the US Market
• 22:24 The Unique Approach of Share ID
• 23:13 Behind the Scenes: Recording Interruption
• 23:24 The Advantage of Share ID's Verification Process
• 25:23 Balancing User Research and Conversion Optimization
• 25:53 The Role of Design in Messaging
• 29:15 The Importance of LinkedIn in B2B Marketing
• 35:04 The Challenge of Lead Generation
• 35:59 Learning Resources for Marketing and Messaging
• 38:24 Closing Remarks and Contact Information

Get the full shownotes here https://christophersilvestri.com/podcast/tmmf004-eliana-daboul

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy

Jimmy, an ex-engineer turned successful SaaS entrepreneur, takes us through his fascinating journey in the tech and software world. From his early days in the AdSense gold rush era to founding a web design agency, and eventually transitioning to a SaaS model with Content Snare, Jimmy’s story is a tale of constant learning, adaptation, and problem-solving.

In this insightful conversation, Jimmy shares his experiences, the highs and lows of entrepreneurship, and how he found his niche in the software industry. Jimmy’s entrepreneurial journey is a masterclass in adapting to market needs, understanding customer pain points, and the importance of constant iteration and feedback in product development. His journey from a web design agency to a thriving SaaS business is not just inspiring but also full of practical insights for aspiring entrepreneurs and software developers.

Please enjoy this insightful conversation with Jimmy!

Want to hear more episodes about entrepreneurship and software innovation? Check out our conversation with Amar Ghose, co-founder of Zen Maid on how he goes about understanding customers and solving problems for them.

What was your favorite insight or lesson from this episode? Share your thoughts in the comments below.

• LinkedIn
• Content Snare Website

• 02:16 Jimmy’s Entrepreneurial Journey
• 03:07 The Evolution of Content Snare
• 03:52 Identifying the Problem and Building a Business
• 05:41 The Importance of Customer Feedback and Iteration
• 07:02 The Power of Open-Ended Questions
• 08:05 Understanding Your Customers’ Perspective
• 14:32 The Journey to Targeting the Accounting Industry
• 19:55 Balancing Product Features for Different Industries
• 21:58 Standing Out in a Competitive Market
• 25:38 The Struggles of Building a Multi-Functional Product
• 26:09 Finding Product-Market Fit in the Accounting Industry
• 26:41 The Journey from Web Design to Accounting
• 29:27 The Importance of Customer Feedback in Product Development
• 30:17 The Challenges of Launching New Features
• 31:47 The Role of Messaging in Reducing Churn
• 32:25 The Concept of Message-Market Fit
• 35:28 The Transition from Automation Consultancy to SaaS
• 39:33 The Power of Storytelling in Understanding Your Audience
• 41:31 The Challenge of Communicating a Unique Product Offering
• 45:22 The Joy of Trying New Beers
• 46:32 Closing Remarks and Appreciation

Learn more at https://conversionalchemy.net/

Connect with Chris https://linktr.ee/conversionalchemy