Recent Posts
Video•Oct 14, 2024
How SaaS Teams Can (and Can’t) Leverage AI for Customer Research
Forget the Funnel founder tested whether custom AI could replace human-led qualitative customer research by training a model on their nine interview dimensions, jobs-to-be-done framework, process materials and human-generated transcripts. After weeks of work the AI produced weaker, shallower insights than a researcher who had been in the interview, because transcripts lose vocal tone, emotion, sarcasm and contextual cues. The host argues AI is a useful tool for supporting workflows but not a substitute for human interpretation and memory-driven pattern recognition. She cautions teams to be skeptical of vendors claiming AI can fully interpret customer motivations from scraped or auto-generated data.
By Georgiana Laudi
Video•Oct 1, 2024
Stop Guessing and Start Growing with Customer-Led Growth
Customer-led growth is a strategic approach that uses direct customer insights to qualify and quantify value, then operationalize and optimize the end-to-end customer experience. The hosts argue teams should first learn who their best customers are, map and measure those...
By Georgiana Laudi
Video•Aug 27, 2024
Features Vs. Benefits: How to Maximize the Impact of Your Messaging
On the Forget the Funnel podcast, product marketing leaders argue that the common advice to “sell benefits, not features” is often misapplied. They say B2B companies frequently replace distinctive product capabilities with vague business outcomes on homepages, which erases differentiation...
By Georgiana Laudi
Video•Aug 12, 2024
Your A/B Tests Suck: The Key to Running Effective Experiments
Mark Thomas argues that A/B testing is an overused, often misleading default in SaaS growth work because it only optimizes behavior within the confines of an existing page or funnel and usually delivers marginal, statistically trivial wins. He likens excessive...
By Georgiana Laudi