SaaS Marketer Essentials Waitlist 2019


SaaS Marketer Essentials

Go from 'stuck-in-the-weeds' marketer to strategic marketing leader

The doors to SaaS Marketer Essentials are currently closed.

Join the VIP waitlist below, and you'll be first to know when enrollment reopens in summer 2019.

SaaS Marketer Essentials fills the gaps most marketers experience when they go from individual contributor to leader.

SaaS Marketer Essentials is a 12-week online training program that teaches marketers how to set the foundation of their company’s marketing.

This is NOT a “growth hacking” course about tweaks – like adding exit intent pop-ups, or changing button colors.

It’s NOT a program focused on a specific marketing channel (e.g., SEO, or content marketing, or paid ads). The internet already offers thousands of these.

Instead, you’ll learn how to do the critical work you’ve been floundering through:

  • You’ll gather the data and insights necessary to choose which marketing channels will be most effective for your company.
  • You’ll quit throwing tactics at the wall, and develop a holistic marketing strategy tied to key business goals.
  • You’ll create stronger, more productive relationships with your CEO and your fellow department heads.

Most importantly, you’ll develop the one thing you might not even be able to put your finger on: 


Confidence when you pitch marketing projects. 

The confidence that comes from backing up your ideas with data. 

The confidence that enables you to step up, and actively participate in high-level discussions about where the business is headed.

About the instructors

Get comprehensive training from SaaS marketing leaders who've been there

Georgiana Laudi

Georgiana Laudi

Gia has been bringing brands, products and campaigns to life for 15 years. As the former VP of Marketing and early Unbounce employee, she helped grow revenue by 864% over 3 years, scale her team of 1 to 35, and go from under $1M to $15.6M in ARR without any major funding.

She now runs A Better CX as a strategic advisor and mentor, she helps high-growth SaaS companies scale their marketing, invest in their team, and drive serious business results.

Claire Suellentrop

While serving as Director of Marketing and employee #2 at Calendly, Claire helped the product grow from a few thousand users to over 400k monthly users, with revenue climbing from zero to millions in ARR.

Now, in addition to helping SaaS marketers drive meaningful growth for their companies through Forget The Funnel, she’s also the head of marketing & co-founder of her own SaaS company, Userlist.io.

Gia and Claire have worked with dozens
of fast-growing SaaS companies, including:

Gia was integral to a period of growth that helped define Unbounce as a leader in our market. Her drive, dedication, attention to quality (and the details that matter), and general influence had such a significant impact on our business.”

Carter Gilchrist

Chief Product Officer


“Claire’s expertise in marketing is so valuable. Bringing her on was like having an extremely experienced person join our team, but without the distractions and overhead of a full time hire.”

Amy Ellis

Head of Marketing & Partnerships


The SaaS Marketer Essentials Program

Upon enrollment you get immediate access to 12 in-depth modules, where we guide you step-by-step through the work required to build an airtight marketing strategy. Each module includes:

  • A 30-60 minute video lesson, viewable at your own pace
  • Downloadable slides for reference as you work
  • Actionable homework & next steps
  • All the detailed strategic documents, worksheets, and templates we use — both at our previous in-house roles, and now with our SaaS clients

Course Curriculum:

  • Lesson 1: Going from Employee to Essential
    Make the mindset shift from employee who implements tactics, to leader who thinks strategically about the role of marketing.
  • Lesson 2: Uncovering Your Company's Purpose
    Build a solid foundation for your marketing, rooted in who you are as a company, to ensure all future marketing efforts tie back to business goals.
  • Lesson 3: The Competitive Landscape
    Gain a clear understanding of what sets your product apart from competing tools on the market, and alternative solutions your customers might be using.
  • Lesson 4: Effective Customer Research
    Uncover crucial customer insights -- understand who your customers are, what motivates them, and why they chose your product.
  • Lesson 5: Building Brand Alignment
    Build a shared understanding and foundational resource to ensure all future marketing efforts tie back to company goals.
  • Lesson 6: The "Voice of Customer"
    Distill the qualitative data you’ve collected, identify the trends and customer insights you can refer back to when planning new strategies.
  • Lesson 7: Your Customers' Jobs To Be Done
    Understand how your customers make buying decisions, what motivates them, and what messaging they’re most likely to respond to.
  • Lesson 8: Cultivating Customer-Centricity
    Share your research and customer insights with your team -- help other departments, beyond marketing, to build more customer-informed strategies, as well.
  • Lesson 9: Mapping Customer Experiences
    Use a 6-step process for mapping your customers’ experience with your business, from building awareness, through evaluation, and growth.
  • Lesson 10: Customer Journey Strategy
    Identify your most meaningful KPIs and use them to evaluate your existing marketing, optimization opportunities and new marketing channels.
  • Lesson 11: Prioritizing & Goal Setting
    Score and prioritize your biggest opportunities, define and track your marketing goals and their outcomes using objectives and key results.
  • Lesson 12: 90-Day Marketing Strategies
    Build a 90-day marketing plan and the process of tracking KPIs over time to determine how you'll hit longer-term north star targets.

These processes have been used to generate millions in ARR for SaaS companies, and cost clients $5-10k / month.

Niharika Maggo​
Marketing Strategist, LimeTray​

"More valuable than my college education."​

I was just starting out with SaaS marketing, and SaaS Marketer Essentials gave me the support system I needed. I get what you meant when you said you wish you’d had these lessons years ago. This program has been more valuable than my college education — I mean it.

SaaS Marketer Essentials gives you the information, tools, and support you need to:

Build deeper trust & respect with your stakeholders

Wish your boss would quit moving the goalposts, piling more tactics on your plate, and constantly pestering you for status updates? You’ll start building your authority within the first week.

Feel confident & clear in your marketing decisions

You don’t need anyone (including us) throwing more marketing tactics at you. Instead, you’ll learn to evaluate which tactics will move the needle for your company, and which you can safely table for later.

Think strategically & be more effective

It’s impossible to build a marketing strategy without clearly defining “success.” You’ll learn how to identify your company’s current goals, then choose which KPIs marketing should focus on to help reach those goals.

Create healthy relationships with fellow department leaders​

At some point, you’ll need your co-workers’ support to prove the worth of your ideas. Learn how to get on your colleagues’ good sides — so when you eventually need a vote of confidence, you’ll have allies you can count on.

Whether you’re just getting started in marketing, or you’ve got years of experience under your belt (but SaaS is new territory for you), one thing should be clear by now: you are NOT a short-order cook. SaaS Marketer Essentials will empower you do so much more than simply execute on someone else’s vision…

Course Materials & Resources

You'll get 40+ 'tried-and-true' templates, worksheets & tools
to fast-track your progress

  • 10 Email templates for internal communication with your boss, fellow department heads, and the company as a whole
  • Brand development process & 2 sprint templates
  • 3 Competitive analysis worksheets
  • 2 Customer research processes & 3 survey templates
  • "Voice of Customer" doc template
  • Customer journey map process & template
  • 2 Slide deck templates for internal presentations
  • Marketing audit worksheet
  • 5 strategic planning worksheets and tools
  • Plenty more

Get the detailed strategic documents, worksheets, and templates we ourselves use -- both at our previous in-house roles as marketing leaders, and now with our SaaS clients

Meghan Hartman-Gómez
Communication & Marketing Designer, N2W Software

"The templates are incredible!!"

The templates are incredible!! They are absolutely my favorite. My team lead was really impressed by my “Voice of Customer” doc 😀

Private Community & Expert Support

Get all the ongoing help you could possibly need from top-quality marketing experts and a community of peers

In addition to lifetime access to all lessons and course resources, you’ll also have access to:

  • A private, student-only community where you can connect with peers, share ideas, and get feedback from "outside the building".
  • Live support calls with Gia & Claire, once a month for 3 months.
  • Office hours access to Gia & Claire, twice monthly for 3 months.
  • Live AMAs with expert guests, once a month for 3 months. Marketers who've led big-name SaaS companies like MailChimp, Zendesk, Shopify and Hubspot to rocketship growth.

And, because a stronger support network is the #1 need of most SaaS marketers… And your fellow marketers are facing many of the same struggles you are… And we know you’ll want to keep in touch with your fellow students… You keep your access to the student-only community even after you’ve completed the SaaS Marketer Essentials program.

Upon completing the program, you'll have:

  • A set of high-level brand guidelines: use 'em to make all your future copy & visual decisions 10x easier.
  • Messaging that matches what your product really does for your customers. Never worry about your website or landing pages falling flat again.
  • Competitive analysis that clarifies your product's unique value against other solutions.
  • Customer journey maps that identify the essential stages your target customers must move through to become evangelists for your company.
  • A goldmine of customer insights to inform your marketing strategy. No more fumbling in the dark to figure out where your target audience hangs out, and which marketing channels you should use to reach them.
  • An audit of your company's current marketing efforts, and a shortlist of your biggest opportunities - so you can kick off next quarter knowing exactly where to focus.
  • An understanding of your company's most important KPIs right now, so you can be sure you're spending your time on projects that'll make the C-Suite happy.
  • A strong 90-day marketing strategy that'll make your boss say "This is exactly what we need. Go for it."
  • Better relationships with your team, so you can get extra votes of support when you need them - and actually enjoy your day-to-day work together.
  • Deeper trust and respect from your boss - no more feeling like every detail of your work is under a microscope.
  • Complete confidence that you're making informed decisions, so you can get the "Yes" you need in every leadership meeting.

What students are saying...

Laura Curk
Senior Marketing Manager, Hockeystick

"I've been officially brought into senior staff meetings, and even upgraded my title."​

I joined my company as the only marketing employee. There were no senior staff members who could train me, and I was just getting up to speed on the world of SaaS in general. I was struggling to develop a high-level marketing strategy, communicate with the engineering team, and get buy-in.

Now, I have more confidence than ever in my ability to be a leader – and other people see it, too. My boss trusts that I’m getting the job done, and I no longer need to confirm all my work. I’ve been officially brought into senior staff meetings, and even upgraded my title 🙂

Meg Vander Woude
Marketing & Communications Manager, Bridgit

"We're on track to reach our goals!"

Before SaaS Marketer Essentials, I was so overwhelmed. This is my first time leading a marketing team, and I’d been tasked with rebranding, creating new product messaging, and building a completely new site. Plus, I’m under a lot of pressure to increase the revenue that Marketing creates. I needed guidance, or some sort of plan, on how to tackle everything.

SaaS Marketer Essentials helped me build a strong foundation to expand our lead gen and nurture programs, and it helped me build trust with our leadership team.

Now, we’re on track to reach our website launch goal, we have messaging that matches what our product *really* does for people, and I’ve been able to create brand guidelines that everyone in leadership actually agrees on!

Janet Choi​
Director of Marketing, Customer.io

"I got my promotion to Director of Marketing!"​

Before SME, I’d been feeling a lack of someone/somewhere to go for advice and mentorship about SaaS marketing strategy. I wasn’t going to get it from my CEO, who didn’t have time or expertise to think about marketing needs. And it’s really hard to find good information online – there’s so much crap content out there.

SME gave me a toolkit of systems and processes to help me set the foundation of our marketing. The group setting made me feel less alone, and I gained more confidence and a more realistic sense of my strengths and weaknesses. I hadn’t realized before that I was being too hard on myself – that was transformative.

Finally, I got my promotion to Director of Marketing! I now have data, insights, and a planning framework that I can use to set our strategy, plus so many learnings I can’t wait to share with my company – there’s a lot of valuable stuff that cropped up through the work I did during SME.

Wes Quintin
Marketing Manager, Avanti Software

"My boss has been really impressed with the strategic lens I've put on things."

After SaaS Marketing Essentials, my CEO has taken more notice of my work, and he’s challenged me to continue performing at this new level. My boss has been really impressed with the strategic lens I’ve put on things, and I even have better working relationships with other departments, who I previously had interacted with very little.

Our no-risk, 60 Day Guarantee

Every payment plan includes a 60-day “do the work” money-back guarantee. 

If you can show us that you’ve watched every lesson, utilized every available resource, executed on all assignments, and truly put in the work — yet haven’t benefited in your effectiveness at work — we’ll happily refund every penny.

Be first to know when enrollment opens

Join the waitlist today, and you'll be first to hear when SaaS Marketer Essentials reopens in summer 2019.

Students can purchase the program in 1 of 2 ways:

1) 1 payment of $950 ($100 savings)
2) 3 monthly payments of $350

Once you enroll, you can instantly get started with the lessons & course materials:

SaaS Marketer Essentials Includes:

  • 12 view-at-your-own-pace video lessons
  • 40+ detailed strategic documents, worksheets, and templates
  • Lifetime access to all video lessons and course materials​
  • Lifetime access to call recordings with expert guest marketers​
  • Money back guarantee

60-day money back guarantee

Skills improvement or your money back

Buy with confidence

Secure online checkout

If you want to establish yourself as a marketing leader, think of this training as you would think of university-level training: undertake it seriously and studiously. 

Past students have seen incredible results – but none are promised or guaranteed. 

We’ve made every effort to accurately represent the products we offer, and their potential to help you grow in your career. Where a testimonial suggests or states results of any kind, you should not expect the same results unless your business, efforts and resources are exactly the same as the person who shared that testimonial.

© 2018 Forget The Funnel