Anna Furmanov

Furmanov Marketing Consulting

Positioning and messaging that's backed by customer research. 

Most positioning and messaging is driven by assumptions (Assumption Marketing). FMC is a customer insights and strategy firm that helps B2B startups translate their confusing business jargon into simple and clear positioning and messaging that your buyers will understand.

So you get:

👉 deeper engagement with customers and prospects
👉 consistent, memorable messaging
👉 increased inbound to demos
👉 better sales conversations
👉 differentiated positioning
👉 increased word of mouth
👉 faster sales cycle
👉 closed deals

Founder

Building With Buyers

47k+ downloads + rated Top 5% podcast globally + very close to 5 stars

Host

Navattic

Navattic lets people get hands-on with your product earlier in the buying journey through no-code interactive demos.

Marketing Advisor

Riverside.fm

Riverside is your all-in-one podcast and video platform, and they just launched Magic Clips which is their AI powered video clips maker for social media.

Ambassador

Alumni Ventures

Limited Partner

MKT1

FuelK12

Helping edtech companies build scalable revenue engines to drive meaningful growth. Customers include Seesaw, Branching Minds, Pear Deck, Yoga Ed, Thimble, Graspable Math, Marker Learning and more.

Marketing Instructor

Forum Ventures

Startup Mentor

SignalFire

GrowthMentor

Growth is tough, and sometimes, you just want to talk to someone. Get unstuck quickly with 1:1 advice from vetted startup mentors. Check out my 5-Star reviews: https://app.growthmentor.com/mentors/anna-furmanov

Mentor

I start up marketing at startups using the MaaS Method | host of Modern Startup Marketing podcast

Most early stage startups face the same problem: 

People who need your product don’t understand what it is or why it matters, so they end up not caring.

Why?

We stuff our websites with business jargon to sound like we know what we're doing. We assume we know our customers and how to talk to them about our differentiating value. We end up over-explaining what the product can do (company-focused) instead of what problem it solves (buyer-focused).

And as the company grows, the focus moves further away from customers and more towards building the product and sales activities. As a founder, you FEEL like you've gotten plenty of customer signal already.

Big mistake.

The most successful startups are *obsessed* with their customers.

We are dismissing our customers, yet customers are the key to unlocking the next round of growth for our company. They bought your product when nobody else would. Do you know what makes them unique and what motivated them to buy?

A superficial understanding of your customers causes buyer indifference, team frustration, and slow growth. I help solve these problems by conducting and analyzing customer conversations to create positioning and messaging your buyers will understand and act on.

So you get:

👉 deeper engagement with customers and prospects
👉 consistent, memorable messaging
👉 increased inbound to demos
👉 better sales conversations
👉 differentiated positioning
👉 increased word of mouth
👉 closed deals

★★★★★
“We had a 4X increase in sales and I 100% attribute that to those learnings I had with Anna.”
—Founder, EdLight

★★★★★
“Highly recommend Anna to any startup looking to up their marketing game."
—Head of Growth, Navattic

★★★★★
"I especially appreciated the work she did up front to get to know us, our product, and our customers. Strong recommend for any startup." 
—Founder, Copybara

Book a call here: https://calendly.com/furmanovmarketing/45min

Helping venture-backed startup founders and marketing leaders implement marketing programs that drive revenue. Industries include: e-commerce, ed tech, higher ed tech, food tech, security tech, sales tech, martech, innovation tech, developer tech and more.

Whenever you’re ready, there are 3 ways I can help you:

👉🏻 Startup marketing strategy, execution and advising. I’m like your fractional Head of Marketing (25+ happy clients and mentees) >> www.furmanovmarketing.com

👉🏻 Sign up to get my monthly newsletter where I'll make you chuckle/smile/both guaranteed >> https://share.hsforms.com/1cP1V40x7RGes5gHk1XNgNw47lba 

👉🏻 Sponsor my Top 5% podcast and get startup founders, marketers and VCs hearing about your brand >> https://anchor.fm/anna-furmanov

Aventi Group

Aventi Group is the first product marketing agency solely dedicated to world class Go-to-Market execution for high-tech clients.

We have an extensive team of marketing professionals - giving you fast access to an on-demand, scalable team with broad domain expertise. Our product marketing experts have run high performance teams at every level - from start-ups, to mid-sized firms, and large enterprises.

The Aventi Group’s charter is to provide both strategic thinking and tactical execution with a broad range of product marketing services under these 5 pillars – Strategy, Launch, Programs, Content, Sales Enablement.

Clients/Projects:
• B2B Advertising: Supported three product launches and the community of social media administrators who piloted new products and functionality .

• Sales Engagement Platforms: Accelerated expansion into two new verticals by building the initial research, messaging briefs and content.

• Cloud Infrastructure: Supported field event for executive customers.

Product Marketing Consultant

Epsilon

Overview: Led PMM for Epsilon's data platform product suite (includes: clean rooms, CDPs, identity solutions). Grew the product suite into Tier 1 products while helping the PMM team evolve into a strategic partner internally.

Responsibilities
• Product Repositioning: Developed narratives for our "Enterprise-Ready Customer Data Platform" and Epsilon's data platform leading to greater market traction. Supported the Epsilon PeopleCloud rollout and transition to a new platform story. 

• Category Development: Helped build Epsilon's data clean room category narrative.

• Integrated Marketing Plan: Built the business case for a formal marketing plan as products neared product-market fit. Grew pipeline by 50% and influenced 25% of deals through corporate comms, analyst relations sales enablement and customer events.

• Partnership Marketing: Launched partnerships with Salesforce, Adobe, The Trade Desk and Verizon Media/Yahoo.

Product Marketing Lead - Data Platforms

Infutor Consumer Identity Management Experts

Overview: First product marketer. Simplified the GTM foundation helping the company scale by simplifying the portfolio story, streamlining launch processes and accelerating onboarding for new hires. 

Responsibilities:
• Product Conflation, Positioning and Pricing: Conflated 1600 existing SKUs into a suite of 12 core products, allowing the organization to focus GTM efforts on products with the highest revenue potential. Updated positioning and pricing for the new product pillars.

• Product Launch: Lead the launch of ID Max achieving key launch goals including making the first sale within 45 days and year 1 revenue targets.

• Sales Enablement: Implement sales trainings to transform our Sales process from feature to solution oriented. Included win-analysis data from 50+ deals leading to clearly defined segments, personas and use cases.

• Standardized the GTM: Introduced a product launch framework that included product tiers with requirements for each.

Product Marketing Lead - Data Solutions

Oracle

Overview: Grow customer marketing and enablement programs + optimize the website for the Construction and Engineering Global Business Unit

Responsibilities:
• Customer Marketing: 2x the video testimonial library, recruited and managed customer speakers for marquee field events.

• Website Redesign: Analyzed web performance and executed plan to optimize the site for lead generation. 

• Sales Enablement: Re-started internal win announcements program helping the organization distribute tribal knowledge globally. Compiled reference customer list to help increase sales win rates.

Sr. Customer Marketing Manager (Acquired Textura)

Textura Corporation

Develop the digital marketing strategy and bring new features to market
- Perform voice of the customer research through win/loss analysis and customer feedback sessions
- Identify target segments with the greatest market opportunity through voice of the customer research, win/loss analysis and analyzing sales data. Create messaging and content that resonates with these personas
- Salesforce.com implementation and roll-out to the Sales team
- Competitive research to drive corporate development activities 

- Manage the go-to-market strategy for new feature releases 
- Manage outbound email campaigns through Hubspot and create content to generate inbound leads
- Identify new lead sources to provide sales with new contacts not currently in our database

Marketing Manager (Acquired by Oracle)

Oversee development, the product roadmap, operations, sales and digital marketing for BidOrganizer, a CRM platform that helps subcontractors improve their bid management process by improving bid tracking, collaboration and analysis from one central location.

Product Manager

Capital One

Manage the private label credit card program and business relationship between Capital One and a national luxury retailer with a focus on strategic projects, growth initiatives and driving operational efficiencies.  Projects include:
•	Design and development of a new eCommerce  channel projected to grow new account acquisition
•	Introduction and implementation of a new customer verification software that reduced fraud losses.  Negotiated contract defining the product's use
•	Identified opportunities to improve multiple risk strategies and sold the partner on benefits of introducing these new guidelines leading to a positive impact to the P&L
•	Optimization of customer service tools that simplified operational requirements and shortened call times leading to an improved customer experience 
•	Creation of a scorecard to measure partner satisfaction across the portfolio and a dashboard to measure key performance metrics in relation to competitive shifts in the market

Product Management - Sr Associate

Paychex

Sales Consultant

Hi, I’m Tim – I'm a product marketer for technical solutions who loves the challenge of translating complex functionality into easy to understand narratives. If your looking for someone who thinks differently to help launch your next product, reposition a product portfolio, or scale GTM motions, let's talk. 

Industry experience: AdTech/MarTech, Data, Financial Services, Construction Technology.

Personally: I’m naturally curious, love to learn and am always up for an adventure. When I'm not spending time with family, you can find me outdoors, running, biking, playing hoops or practicing yoga.

Always happy to chat or otherwise help! Say hello: https://calendly.com/tim_moriarty/30min

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Anna Furmanov

Timothy Moriarty

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