Gia Laudi

Georgiana Laudi (aka Gia) is a marketer and growth consultant. She spent approximately five years as VP of Marketing at Unbounce, then co-founded Forget The Funnel with Claire Suellentrop (~2017). The consultancy works primarily with B2B SaaS companies on customer-led growth: customer research, positioning and messaging, product onboarding optimisation, and customer journey mapping. She is co-author of the Forget The Funnel book (2023).

Appearances in this wiki

• Gia Laudi on Customer-Led Growth — Lenny’s Podcast (~2022). Full Forget The Funnel process walkthrough with SparkToro case study.

Key ideas

• Funnels and pirate metrics misplace the business at the centre; customer journey maps should be built through the customer’s lens.
• Research of ideal customers (3–6 month tenure) using Jobs to Be Done theory is the foundation of all positioning, messaging, and onboarding work.
• Six-milestone customer journey (Struggle → Evaluation → Growth) with a measurable KPI at each stage enables proactive onboarding and reactive win-back.
• Messaging guides (5–7 pages) built from voice-of-customer research act as guardrails for all marketing collateral and copywriting.