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

Lital Asher - Dotan

Beyond Identity

Say goodbye to passwords and hello to the secured-by-design Access Identity Platform. 
Replace your SSO or augment it with an MFA-resistant, passwordless device and identity security platform. Check with us on how to move beyond SSO!

Chief Marketing Officer

The Didi & Lital Show Podcast

Podcast Host of the Didi & Lital Show - the only podcast of a married couple in Cybersecurity

Co-Host

Dig Security

Positioned Dig as the leading DSPM and DDR for hybrid Cloud/On-prem and multi-cloud environments. Dig Security was acquired by PANW and merged into their Prisma Cloud offering.

Hunters

Launched and scaled Hunters' Cloud-native  SOC platform - a Modern Alternative to SIEM, that automatically identifies and responds to incidents that matter across the entire attack surface.

Tamr Inc.

Panorama Education

Vice President Marketing

Cybereason

Leading Content and Security Research at Cybereason, the leading Endpoint Detection and Response and NGAV security platform.

VP Marketing

Rapid7

Launched a new product line of Rapid7, innovative cloud based data analytics solution for detection of cyber attacks. Worked closely with product engineering and product management on roadmap development; developed global inbound and outbound marketing plans for the launch, established international GTM, led sales, channels and partners enablement.

Senior Product Marketing Manager

Procter & Gamble

Responsible for creating alliances with Academic institutions and tech companies. Led several million dollar worth tech dev agreements with early stage technology companies and research labs.

Business Development, Open Innovation Leader

Established P&G's R&D hub in Israel "P&G Israel House of Innovation", responsible for creating alliances between P&G and the Israeli Innovation Ecosystem - "The Startup Nation". 
Recognized by the prestigious TheMarker magazine as one of the "40 most Influential Managers under the age of 40" for this role. 
Formed numerous million-dollar worth partnerships between P&G and Israeli companies in the areas of: Mobile, Social Media and Digital marketing, Consumer Research, Medical and Beauty Device, Ingredients, Sustainable Materials, Cosmetics and more. 
Signed on bilateral agreement with Israeli Chief Scientist providing Israeli start ups that collaborate with P&G favorable access to governmental funding.
Led an umbrella agreement between P&G and the Hebrew University of Jerusalem for early stage technology development.

Business Development, Open Innovation Leader, P&G

Led all communication aspects of P&G organization in Israel, Malta and Cyprus, directly managing 4 specialists in the fields of Consumer Relations, Governmental Relations, Crisis Management, Corporate Reputation, Brand PR, Influencer and Social Media Marketing. 
- Employed over 10 agencies in various fields. 
- Won P&G "Best Overall" Award for building P&G Israel corporate reputation in 2008.
- Successfully handled several media crisis including 2 product recalls and several consumer protests.

Marketing Comminications Group Leader

Designed and led corporate communications strategy to build awareness and trust for P&G corporate brand, in a country with zero awareness to P&G.  

Led all P&G PR and Social media activities, including the Cannes Lions 2005 Grand Prix winner campaign for Biomat laundry powder; P&G award for Pantene relaunch campaign, reaching 30% more sales than expected. 

Led the establishment of 1-800 consumer hotline in Israel, setting standards for social media and real time consumer engagement, scoring the highest in consumer satisfaction and engagement measurement in the EMEA region.

Marketing Communications Manager

Compugen

- Responsible for development of marketing materials, including brochures, websites and exhibition materials
- Led sales CRM system implementation, guiding all sales reps and marketing team

Product Marketing Manager

Cybersecurity ★ The Didi & Lital Show Podcast ★ Chief Marketing Officer at Hunters

🚀 3x Time Startup CMO with a Proven Track Record of Driving Growth
🏆 Category Creator in Cybersecurity and SaaS 
🛡️ Cybersecurity Expert: Unit 8200 Alum | Product Marketing Maven
🔷 Over a Decade of Brand Building and PR Expertise honed at P&G
🎙️ Co-Host of "Didi & Lital Show" Podcast

💡 As a seasoned marketing leader, I've spearheaded three successful startups and was part of the building of a few more, driving exponential growth each time. I thrive on creating new categories and disrupting industries, building teams and scaling revenue.

🔐 My cybersecurity background, including service in Unit 8200, fuels my hands-on product marketing experience. I understand the tech landscape inside out.

🏆 With over a decade at P&G, I've mastered the art of brand building and PR. I bring a wealth of consumer insights to every project.

🎧 Join me on the "Didi & Lital Show" podcast, where we explore our thoughts about Cybersecurity, technology and life in general - https://open.spotify.com/show/2KdO2hlqKwf5mK7kXkRVMk?si=CMOU4FXJTgugO51s5-kjeQ

🚀 Let's connect to discuss growth strategies, category creation, or anything else that piques your interest!

At Hunters, we’re a group of security and technology experts with a mission to revolutionize security operations. Our SOC platform empowers security teams to automatically identify and respond to incidents that matter across their entire attack surface. Through built-in detection engineering, data correlation, and automatic investigation, we help teams overcome volume, complexity, and false positives. Hunters mitigates real threats faster and more reliably than SIEMs, ultimately reducing customers' overall security risk.

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Anna Furmanov

Lital Asher - Dotan

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