Cultivating a growth practice with Mural's Lauren Schuman

<p><strong>Summary:</strong></p><p>This week on How to Win: Lauren Schuman, VP of Product Growth at Mural. Founded in 2011, Mural has over 1,000 customers and was valued at $2B after their Series C funding round in 2021. Before joining Mural, Lauren served as Senior Director of Product Insights and Growth at Mailchimp.</p><p>In this episode, Lauren breaks down how she has steered Mural and Mailchimp toward cultivating a growth practice. We discuss finding the right problem to solve, the importance of experimentation, and why she hires curious people. I weigh in on the benefits of gathering qualitative data, why marketing is a game of attention, and the diverse potential of growth teams.</p><p><br><strong>Key Points:</strong></p><ul> <li>Why is nailing your ICP the most important part of building growth? (01:24)</li> <li>How does Lauren find the 'right problem to solve'? (02:43)</li> <li>How did Lauren use quantitative data models to make strategic decisions? (04:17)</li> <li>I weigh in on the benefits of qualitative data gathering with a quote from Attentive's Brian Long (07:11)</li> <li>Lauren talks about how Mural differentiates itself from the competition (09:22)</li> <li>How has Lauren been using copy testing to improve Mural's website messaging? (12:36)</li> <li>I discuss why marketing is a game of attention (13:35)</li> <li>Lauren reflects on the importance of onboarding in a product-led tool (16:41)</li> <li>I explain why motivation is more powerful than friction (19:49)</li> <li>Lauren breaks down how Mural uses onboarding to increase customer understanding and motivation (20:26)</li> <li>What is a painted door test? With a quote from Carta's Shubhi Nigam (22:46)</li> <li>What did Lauren learn about building a growth team at Mailchimp? (23:45)</li> <li>I weigh in on creating a growth team that excels with a quote from RockBoost's former founder and managing director Chris Out (26:34)</li> <li>Why does Lauren look for curious people at the hiring stage? (27:52)</li> <li>Wrap-up (29:39)</li> </ul><