The Forget The Funnel Podcast
Every B2B SaaS leader knows the frustration of poor decision-making. Despite your team working hard to build and market a great product, revenue growth is often inconsistent and unpredictable.
In this show, Claire Suellentrop and Georgiana Laudi, co-founders of Forget the Funnel, break down how to evolve beyond guesswork by adopting the Customer-Led Growth framework - a systematic approach to help businesses understand their best customers, map & measure their experience, and unlock their best levers for growth.
So, if you’re a SaaS leader looking to help your marketing and product teams make smarter decisions that drive predictable revenue - this show is for you.
The Forget The Funnel Podcast
How SaaS Teams Can (and Can’t) Leverage AI for Customer Research
AI is everywhere. We’re using it in our marketing, in our products, in our day-to-day task management. We’re all using it in one way or another.
But when it comes to learning from and understanding your customers and what drives them to make decisions, proceed with caution.
Here’s how we see it:
To grow revenue, you need to increase conversions. To increase conversions, you need to create better customer experiences. To create better customer experiences, you need to understand the why - that critical context that leads your customers to make the decisions they do.
Are AI tools capable of that? Cue the sad trombone. But - that doesn’t mean AI has no role to play in customer research. And that is what this latest episode of the pod is all about.
This week on Forget the Funnel, Georgiana takes on the 100-ton elephant in the room: whether AI can help us learn more about our customers.
Drawing from a recent months-long Custom GPT experiment and conversations with SaaS teams and colleagues, Georgiana shares her take on using it as a research tool.
Timestamps
02:10 — What is the role of AI in customer research? Georgiana explores this burning topic and gives examples of what AI can and cannot do.
05:00 — Georgiana explains why the results of their Custom GPT research experiment fell flat and why they needed a human to connect the dots.
10:16 — Georgiana highlights the importance of foundational customer intelligence and explains why customer knowledge shouldn’t be guesswork but insight-driven, especially when integrating AI.
13:51 — She discusses how AI helped her leverage a large set of customer surveys and interpret their results.
17:10 — She breaks down the potential risks of using AI for customer research, privacy policy issues, and other potential threats.
19:06 — She finishes off by sharing the current stage of experiments and goals for collaborating with AI in customer research.
Links
- Follow Georgiana on LinkedIn: https://www.linkedin.com/in/georgianalaudi/
- Follow Bob Moesta on LinkedIn: https://www.linkedin.com/in/bobmoesta/
- Read the uber-practical Forget The Funnel book: https://forgetthefunnel.com/customer-led-growth/book
- Check out Forget the Funnel’s website: https://forgetthefunnel.com/
As always, you can learn more about Forget The Funnel here:
