100 episodes

Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io.

Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM).

Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth.

Learn more about full-funnel b2b marketing here: https://fullfunnel.io

Full-Funnel B2B Marketing Show Andrei Zinkevich

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Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io.

Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM).

Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth.

Learn more about full-funnel b2b marketing here: https://fullfunnel.io

    Episode 100: The State of Full-Funnel Marketing and lessons for 2023 with Andrei Zinkevich & Vladimir Blagojević

    Episode 100: The State of Full-Funnel Marketing and lessons for 2023 with Andrei Zinkevich & Vladimir Blagojević

    Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

    ​We're going to present:

    ​- The evolution of a marketing role in B2B companies selling high ACV product

    ​- Planning and prioritizing marketing programs

    ​- Getting a real alignment with senior leadership and sales

    ​- Change management required to launch a full-funnel marketing strategy


    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

    Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


    The State of Full-Funnel B2B Marketing or 7 lessons for planning 2023.

    1. The role of B2B marketing is full-funnel, not TOFU, MOFU, BOFU or lead gen.

    Buyer journey is not linear, hence your marketing shouldn't be.

    Align your marketing with demand and business triggers and maximize touchpoints with buyers across the channels they use for education and research.

    2. Measure marketing across the full funnel with blended analytics, not by MQLs.

    There are lots of interactions and touchpoints that can't be measured by attribution software. Measure marketing performance and impact on revenue by cohesive analysis of:

    - Leading indicators for every campaign
    - Self-attribution
    - Digital traces
    - Customer interviews

    3. Cohesive models instead of siloed functions.

    Don't try to launch siloed functions and compare them (e.g. demand generation vs ABM). Every function has its own role, hence you need a cohesive model.

    Example:

    Demand generation = create awareness and demand in a target market.

    ABM = warm up and activate engaged accounts.

    4. Prioritization and focus are the keys to successful marketing.

    Tech companies are laying off their employees. Budgets are cut. Every cent invested in marketing can be questioned.

    You don't need 50 tactics to hit revenue targets.

    Excel at 5-7 making programs, allocate 80% of your time and budget, and leave 20% for experimentation.

    5. Change management is the biggest bottleneck for implementing full-funnel marketing.

    Even if everybody in your organization agrees with the points above, but your company still deals with:

    - Lack of patience and commitment when launching new programs
    - Measuring every campaign by leads
    - Skipping fundamental strategy steps such as ICP, marketing message, account research, and jumping into tactics

    You need to foresee time for change management.

    Make sure to regularly train and onboard senior leadership until you'll get a full support and buy-in.

    6. Align with sales on playbooks and pipeline.

    Marketing is not a sales assistant or order-taker. But marketing is not a siloed function as well.

    Make sure you have a clear alignment with sales on:

    - GTM strategy
    - List of target accounts
    - Lead definition and leads handoff process
    - Regular pipeline review
    - Playbooks for warming up and activating target accounts

    7. Reduce friction points to shorten the sales cycle and improve buyer experience.

    Make sure you have everything buyers want to see:

    -...

    • 1 hr 27 min
    Episode 99: Sales in ABM: Results and live case study with Jim Kanichirayil

    Episode 99: Sales in ABM: Results and live case study with Jim Kanichirayil

    Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

    Join me and Jim Kanichirayil sharing a live case study of account-based sales including:

    - Results from implementing full-funnel ABM in sales
    - How sales people can leverage ABM on LinkedIn framework
    - ​How marketing can involve sales in demand generation


    Resources:

    Video overview of Jim’s process: https://youtu.be/6eMa-xTgdWE
    Jim on LinkedIn: https://www.linkedin.com/in/drjimk/


    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/

    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Join our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    • 58 min
    Episode 98: How to blend demand gen and ABM: cohesive full-funnel model with Andrei Zinkevich & Vladimir Blagojević

    Episode 98: How to blend demand gen and ABM: cohesive full-funnel model with Andrei Zinkevich & Vladimir Blagojević

    Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

    Join me and Vladimir Blagojevic sharing our cohesive demand gen and ABM model including:

    ​- How to identify engaged accounts to transfer from demand gen to the ABM team
    - How to activate engaged accounts
    - How to blend both programs and create an evergreen process

    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/

    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Join our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events



    COHESIVE ABM AND DEMAND GEN MODEL

    Demand generation = creating awareness and demand on a target market.
    ABM = warming up and activating engaged accounts.

    During Fullfunnelverse workshop I hosted last week with Vladimir Blagojević one of the most popular questions was:

    How to merge demand generation and ABM?

    Here is how I see it.

    1. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 creates a pool of engaged accounts that are curious about your product.

    2. 𝐈𝐧𝐭𝐞𝐧𝐭 𝐝𝐚𝐭𝐚.

    You can leverage different sources of intent data to spot these accounts, including:

    -Website traffic reveal software
    -Social engagement
    -Demo/product webinar sign-ups
    -Engagement with product-related content hubs
    -Comparison on G2 or Capterra, etc

    3. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐭𝐡𝐫𝐞𝐬𝐡𝐨𝐥𝐝.

    Before adding these accounts to the ABM program, you need to make sure they are engaged enough

    Example:

    -An account spent more than 30 minutes on the website checking the product page and, at least, one of the case studies.
    -Somebody from the buying committee signed up for the product webinar.

    4. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 / 𝐈𝐂𝐏 𝐦𝐚𝐭𝐜𝐡𝐢𝐧𝐠.

    Tier 1 accounts (highest revenue potential): 1-1 highly personalized campaigns

    Tier 2 accounts: vertical-based and job-role based personalization.

    Tier 3 accounts: vertical-based personalization.

    Retargeting and automated activation (e.g. LinkedIn conversational ads).

    I believe that Tier 3 accounts should be generated via demand generation programs.

    5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧.

    Even if the account matches ICP criteria, are there any other factors that can tell us that this account is a bad fit?

    Examples:

    - SaaS with pricing of less than $100 per month
    - decision-maker with a sales background
    - less than 200 SKUs in the portfolio

    6. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.

    We collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee.

    This is crucial before defining how to market to every specific company and what warm up tactic to use.

    7. 𝐖𝐚𝐫𝐦 𝐮𝐩.

    Our favorite ways to warm up accounts include 1-1 interaction with the buying committee members, including:

    1. Content collaboration (podcast, research, roundups).
    2. Events.
    3. Social engagement.

    8. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧.

    The last part is matching the insights we collected from account research and warm-up program, and creating completely personalized proposals for every buying committee member.

    This is where you can...

    • 1 hr 5 min
    Episode 97: How to launch a demand generation program at B2B company with high ACV with Andrei Zinkevich & Vladimir Blagojević

    Episode 97: How to launch a demand generation program at B2B company with high ACV with Andrei Zinkevich & Vladimir Blagojević

    Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

    In this episode we present with Vladimir Blagojevic:

    - 6 stages of launching and scaling B2B demand gen program
    - How to use customer research to amplify demand gen programs
    - How to refine demand capture
    - How to operationalize and scale B2B demand gen

    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

    Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog



    EPISODE SUMMARY

    10 steps to build a demand generation function at a B2B company.

    1. DEVELOP A DEMAND GEN STRATEGY.

    Demand gen is not a bunch of organic and paid tactics. Make sure you have:

    - Clear ICP
    - Marketing message
    - Goals and resources

    2. CUSTOMER RESEARCH.

    Run customer interviews and analyze the digital behavior of your buyers to understand:

    - What channels do your buyers use for education and research?
    - What are the questions and topics they are interested in?
    - What are their KPIs, “jobs to be done” and the typical challenges?
    - Who do they follow and trust?
    - What communities/associations do they engage with?

    3. TOPICS CATEGORIZATION.

    Categorize demand topics and put them into 4 buckets.

    1. Business triggers that push your buyers to start looking for solutions like yours.
    2. Demand triggers: what can attract their interest and motivate them to learn more about the problem or an opportunity?
    3. Discovering and evaluation.
    4. Decision-making: what can influence their decision?

    4. PRIORITIZE CAMPAIGNS.

    Map out all demand campaigns you believe make sense to launch.

    Prioritize by:

    - scope
    - budget
    - resources
    - easiness of launching
    - potential impact.

    5. DEVELOP OR REFINE DEMAND CAPTURING.

    Before launching a pilot demand gen campaign:

    - Reduce friction points (long forms, pricing unavailable, etc.)
    - Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)

    6. SELECT AND LAUNCH PILOT CAMPAIGNS.

    Don’t push all of your resources into the pilot campaign. Instead:

    - Define the goals and align them with sales and execs.
    - Define a small pilot team (2 people max). Reduce KPIs/reallocate revenue targets.
    - Select only one channel and one program. Don’t do multiple things in parallel.
    - Create a clear timeline and leading metrics to track progress.

    7 .OPERATIONALIZE PILOT CAMPAIGNS.

    After your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.

    8. CREATE A DEMAND GEN REPORT.

    Add a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.

    9. GROWING FUNCTION.

    Gradually launch and document new demand generation and demand capturing campaigns.

    10. BUILD A DEMAND GEN TEAM.

    Don’t hire for the process that doesn’t exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for...

    • 1 hr 18 min
    Episode 96: What changed in the B2B buying process with Adam Goyette and Sam Senior

    Episode 96: What changed in the B2B buying process with Adam Goyette and Sam Senior

    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/

    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/

    Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    ​Join me, Adam Goyette and Sam Senior to discuss:

    ​The insights they've collected about the B2B buyer journey at G2 and Testbox

    ​The friction points that make sales cycles longer, and how to eliminate them

    ​How leading B2B tech companies adapt their sales and marketing processes to the way their buyers are buying.

    The B2B buying process has become longer and more complicated, but you can still shorten it. Here is why and how.

    1. UNNECESSARY FRICTION POINTS IN THE BUYING PROCESS

    When B2B buyers arrive at the website, they are already in half of their buying process.

    They want to see WITHOUT talking to SDRs:

    - What does your product and what makes it different
    - Industry use cases
    - Price
    - Product overview or get a self-trial

    Too many B2B companies are afraid to share this information, pushing buyers to book demo calls. As a result, they deal with:

    - No show-ups and ghosting leads
    - Long sales cycles

    2. LACK OF BUYER ENABLEMENT.

    Even if your Champion is super excited about your product, they still need to get budget approval and sell it in-house to other members of the buying committee.

    During this process, they will get dozens of questions about:

    - Budget justification and ROI
    - Vertical use cases and results
    - Migration, security and onboarding, etc

    If you are not armoring your Champion with the content to address these questions, sales cycle automatically becomes longer.

    3. LOW BRAND RECOGNITION.

    Again, even if your Champion is super excited, but other buying committee members have never heard about your product, the sales cycle extends.

    Nobody wants to risk.

    4. UNQUALIFIED SALES REPS.

    When talking to sales reps, B2B buyers expect to get comprehensive answers to their questions, not going through BANT qualification and boring demo and then being followed up by junior SDR.

    We are not in the "Wolf from Wall Street" movie. Sales reps are consultants first, sellers - second.

    HOW TO INFLUENCE AND SHORTEN THE BUYING PROCESS

    - Make your marketing message clear and tailored to a specific ICP.

    - Target the buying committee group with 4 demand programs:
    - Paid content distribution
    - Social engagement and thought leadership
    - Events
    - Content collaboration

    - Join and engage with the communities where your buyers ask for recommendations or learn about new products

    - Show product price or at least give an estimate.

    - If due to product complexity, you can't give product trials, create a sandbox environment or, at least, record product tours to give a comprehensive product functionality overview

    - Share detailed vertical use cases

    - Consistently update FAQ based on the conversations with your buyers

    - Prepare a buyer enablement program to help your Champions to sell your product inhouse

    - Make sure everybody in your company who talks to customers knows your product well and understands ICP's typical use cases,...

    • 43 min
    Episode 95: Setting up LinkedIn ads strategy for Fullfunnel.io with Justin Rowe

    Episode 95: Setting up LinkedIn ads strategy for Fullfunnel.io with Justin Rowe

    Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

    We’re going to cover:

    The entire process you need to follow to create an efficient LinkedIn ads strategy
    Right budgeting and planning for awareness, demand gen, nurturing and demand capturing campaigns

    What types of ads you’d use and in what cases

    RESOURCES

    Video recording so you can see full set up and examples: https://youtu.be/N4cxTa8ML18
    Justin’s budgeting framework: hhttps://www.canva.com/design/DAFBihxqEYs/RK3okKZ-IKnG9P2-UGfsjw/view?utm_content=DAFBihxqEYs&utm_campaign=designshare&utm_medium=link&utm_source=publishsharelink
    On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
    Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
    Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
    Upcoming events: https://lu.ma/fullfunnel/events
    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    FULL-FUNNEL LINKEDIN ADS STRATEGY

    LinkedIn ads suck for many B2B companies because of 2 reasons:
    1. Focus on demand capturing only from cold accounts
    2. Promoting gated content and transferring leads to sales

    RESULTS

    - Extremely high CPC and CPL
    - Miserable “leads to opportunity” conversion

    B2B BUYING PROCESS IS COMPLETELY OPPOSITE TO B2C.

    B2B buyers don’t open LinkedIn because they want to see an ad promoting a new product.
    They won’t take immediately a card from their wallet and purchase 5-figure product.
    B2B buyers open LinkedIn to see updates from their peers, learn from the thought leaders and engage with the community.

    They come for content and entertainment.
    Here is the truth.

    In most markets, there is no demand for your product. People simply don’t understand they have a problem your product solves.
    You can’t create demand with direct conversion ads and cold outreach ONLY.
    Banner blindness is real. CPC is drastically increasing.

    But you can create demand when consistently talking about:
    - the challenges your target buyers have,
    - solutions & ideas they can apply,
    - practical advice and market insights

    HERE IS HOW WE PLAN TO LAUNCH FULL-FUNNEL LINKEDIN ADS STRATEGY.

    - Repurpose our best-performing organic content and promote it to our target accounts that engaged either with our content, visited our website, or signed up recently for the event.
    - Use short clips from podcast episodes with the thought leaders and show them to their followers that fit our ICP. Later, retarget them with the content from step 1.
    - Retarget accounts that visited our service page with case studies and short customer testimonials.
    - Collect engagement insights, manually connect and engage with accounts that hit our engagement threshold.
    We are not going to capture the demand but:
    - Create awareness of our target market
    - Warm up target accounts and source our ABM programs with engaged accounts.

    • 1 hr 6 min

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