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

Marvin

VP of Marketing

XQ Institute

Directly reporting to CEO, leads a high-performing 12-person Marcomms team driving innovation in high school education transformation while overseeing all marketing, design, communications, and community engagement initiatives.

- Launched a major PSA campaign through the Entertainment Industry Foundation (EIF) featuring video, radio, and OOH billboards that reached an audience of 300+ million and generated 32% increase in organic search and 37% increase in direct website traffic
- Orchestrated cross-functional campaign for XQ's documentary *The First Class*, securing screenings at 8 major film festivals, 40+ educator-focused events, and distribution across Roku, Aspire, and PBS through targeted paid strategy, influencer campaigns, and strategic partnerships
- Established impactful community engagement strategy, highlighted by the Exchange 24 conference that united 300+ educators, policy makers, students, and industry leaders to advance education transformation goals
- Led go-to-market strategy and product marketing processes for XQ's "making in the open" approach, setting the foundation for 2025 product launches
- Crafted cohesive content and visual storytelling strategy that effectively communicated complex educational concepts across diverse audience personas, significantly enhancing earned media coverage and PR effectiveness

Chief Marketing and Communications Officer

AudiencePlus

Advisor

Lattice

Scaled the content and corporate marketing function scale Lattice - helping the company grow from 70 to 700 employees, the marketing team from 8 to 35, and our ARR from $5M to $120M. 

- Established content, brand, and corporate marketing team, building it into a multi-channel engine to power Lattice campaigns spanning content marketing, social media, community marketing, events, PR & comms, video, podcasts, and website.
- Built impactful Lattice Library and SEO strategy from the ground up, growing monthly organic traffic by 980% (20k to 200k). During downturn, organic traffic helped grow pipeline from 45% to 70% with reduced ad spend. Our content gained "allyship" with key customers, helping Lattice appear "bigger than it is" in early days.
- Launched brand-defining storytelling including All Hands Podcast (100k+ downloads over 40 episodes), CEO's Forbes Tech Council column, and Wall Street Journal best-selling book People Strategy with Wiley Publishing.
- Led effort to grow HR community Resources for Humans from 5k to 20k+ members, driving high-converting MQLs and creating Lattice CPO Council to boost offerings for C-level HR leader persona.
- Coordinated four annual virtual conferences and a 4-city IRL roadshow, attracting 30,000 RSVPs annually with headline speakers including Adam Grant, Trevor Noah, and Serena Williams.
- Led EMEA corporate marketing expansion into UK/Ireland through region-specific content, UK time zone events, featuring EMEA customers in case studies, and extending community building in RFH and CPO Council.
- Secured tier 1 and industry-press coverage (Bloomberg, CNBC, Business Insider) for Lattice executives through PR and communications team.
- Developed customer marketing function that built case study library, People Success Awards program, and Product Advisory Council.

VP of Brand and Corporate Marketing

Senior Director - Content, Community, Customer, and Web

Chief

Member

Brit + Co

Led Content team for this women’s lifestyle media company that drove 68% audience growth through content-driven SEO and social and a 315% lift in video views.
* As Brit + Co became more influential, I led the expansion of our content efforts into live-event experiential activations, Snapchat Discover, and an affiliate revenue program.

Vice President, Content

Fandom

Managed editorial and community management teams for FANDOM by Wikia, a global entertainment media company with over 200 million monthly uniques that spanned over 300,000 fan communities.

Content Director

Future US

Head Of Digital and Editorial Director

Yahoo!

Director, Yahoo! Shine

Managing Editor, Yahoo! Tech

CNET Networks

Senior Product Manager, Front Page and Special Packages

Editor, Front Page and Special Packages, CNET.com

Results-driven brand and content marketing leader with proven success across B2B SaaS and mission-driven non-profits, specializing in crafting compelling narratives that build awareness while driving measurable outcomes. My approach combines creative storytelling with data-informed strategy to build excitement, interest, and relationships through funnel stages.

taplio

The Battle

Anna Furmanov

Annette Cardwell (she/her)

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