74 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

    • Business
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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 74: Driving international demand in a niche market with Amir Bolouryazad

    Episode 74: Driving international demand in a niche market with Amir Bolouryazad

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

    Here are 5 things CitizenLab does to drive international demand in a niche market.

    Ctizenlab helps governments solve a problem that's hundreds of years old (constituent engagement). Unfortunately, this also means that a lot of would-be clients are not aware of modern tech solutions.

    During an interview at Full-Funnel B2B Marketing Show, Amir Bolouryazad shared 5 things they do to create that awareness and drive demand for their product:

    1. Involve their customer in content creation and distribution

    Next to creating case studies, CitizenLab runs webinars, bringing other civil servants from different cities who have used their platform successfully.

    They get a chance to tell their peers a community engagement platform can be extremely helpful into their day-to-day lives, and how their citizens become more satisfied with how their government is engaging them into the decision-making process.

    They also invest a lot in creating content that makes their customers more successful. Very often, the customers share such content with their colleagues and peers.

    2. Involve the whole revenue team in content planning

    The marketing team works closely with sales and government success teams to define the priority topics and content to be covered.

    The sales share the most common prospect questions, trending vertical use-cases, and new legislations. By creating content about these trending topics, CitizenLab taps into the existing demand (for information) to create awareness and demand for their product.

    The CS team who's more involved in day-to-day customer projects share the specific challenges that different types of customers are having with implementation. By creating handbooks for these challenges, CitizenLab helps the existing customers — while addressing the objections of the prospects considering the platform.

    3. Leverage content partnerships

    In each (local) market, CitizenLab identifies the most relevant publications and associations catering to their audience.

    And since their content strategy is already aligned with local trending topics, very often the content partners will be happy to publish informative and educational content on these topics.

    The key is to produce high-quality pieces that inform and educate their readers or members, not to promote your brand.

    4. Align sales and marketing on an "allbound" approach

    In a lot of companies, sales does outbound, and marketing does inbound — independently of each other.

    And they are leaving a lot of money on the table by doing just one or the other and not combining the efforts.

    CitizenLab takes an allbound approach:

    - Their marketing helps their SDR efforts by running highly-targeted ads educating the prospects about the same topics the sales reps are mentioning in their outreach
    - Marketing also targets events their salespeople are visiting to create awareness and help sales meet more prospects
    - Sales uses first-party intent data about e.g. website visitors to learn about buyers and governments to understand their interest, so they can run timely and personalized outreach and follow-up campaigns

    5. Localize their content and channels for local markets

    The culture of governments varies dramatically from one market to the other. Add to that the different use-cases driven by different legislations and trends.

    To localize their approach to each market, CitizenLab:

    - Adapts the tone of voice and appearance. For example, European markets tend to be more functional and require more details about the product and features, while in the US the storytelling behind the features becomes more...

    • 32 min
    Episode 73: ROI taxes, linear mindset, and GTM strategy with Andrei Zinkevich and Vladimir Blagojević

    Episode 73: ROI taxes, linear mindset, and GTM strategy with Andrei Zinkevich and Vladimir Blagojević

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

    We're meeting with Vladimir Blagojevic to discuss the recent research we did with B2B tech companies about marketing strategy.

    ​Key points we are going to discuss:

    ​Key challenges and the root reasons why B2B companies are struggling to create an effective marketing strategy.

    ​The ROI taxes almost every B2B company is paying nowadays.

    ​The core elements of the 2022 B2B marketing strategy

    ​The linear mindset, and how to get executives buy-in

    RESOURCES:

    Video: https://youtu.be/BmSPuG_o0qc

    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

    Vladimir on LinkedIn: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on LinkedIn: https://www.linkedin.com/in/azinkevich/

    • 50 min
    Episode 72: 4 things Datadobi did to create a new market with Michael Jack

    Episode 72: 4 things Datadobi did to create a new market with Michael Jack

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

    4 things Datadobi did differently to **create a new market**.

    (+ 5 indicators that the strategy is working).

    🤯

    Datadobi pulled off one of the most difficult, expensive, and risky go-to-market strategies: category creation.

    And they did it WITHOUT external funding.


    Here is how:

    **1. Piggybacked on an existing platform**

    If your team has experience with a major technology platform, you might be able to turn it into a unique advantage:

    - Access to qualified prospects (the platform customers)

    - Potential partnerships (e.g. integrators specialized in platform implementation)

    - Potential for acquisition

    The trick is to identify common deployment and use-case challenges for which no software has been built yet.

    That's exactly what the Datadobi team has done, I learned during a podcast interview with Michael Jack, Datadobi's co-founder and chief revenue officer.

    It turned out that the problem they solved for a data storage platform was a much larger problem in the market.

    2**. Leveraged strategic go-to-market partners**

    Instead of casting a wide net, Datadobi focused on a few key strategic partners.

    And since they solve a common problem with storage platforms, storage vendors became the obvious choice.

    Because it makes their sales easier and removes friction from deployment.

    3**. Laser-focused education**

    Here's a simple truth about market creation:

    If the market doesn't exist, your buyers won't have the budget for you.

    You can try to educate the market, but that requires really deep pockets.

    What should a bootstrapped company do?

    Datadobi focused on:

    - Educating their *partners*

    - Leveraging the partners to find accounts with a "bleeding neck" pain

    - Educating qualified accounts, so they foresee the budget in the next year

    Again, instead of casting a wide net, they educated the key market players — while getting to revenue quickly (essential for a bootstrapped business).

    4**. Focused on the largest market from the very start**

    European companies often start by selling in their home country, and gradually expand, region by region.

    Datadobi did something different: they focused on the US from the get-go.

    Why?

    Making 70% of the global storage market, the US was the place to be if you wanted to create a new category (and fund it with revenue).

    Interestingly, they kept their product development in Europe, while growing their revenue teams in the US.

    Five indicators that the strategy is working:

    1. Repeat partner sales

    2. Retention

    3. Self-preferencing, i.e. getting traction from a few specific verticals. While Datadobi is a horizontal product, they're selling to a few specific verticals very strongly

    4. Partners willing to invest in co-marketing

    5. Competition: once Datadobi started seeing competitors appear, they were sure the market was created.

    Tune in to listen to the complete interview.


    RESOURCES:

    Michael on LinkedIn: https://www.linkedin.com/in/mjackpmp/


    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 -...

    • 35 min
    Episode 71: ABM case study: 76% reply rate and 6 opportunities on a $300 budget with Andrei Zinkevich and Vladimir Blagojević

    Episode 71: ABM case study: 76% reply rate and 6 opportunities on a $300 budget with Andrei Zinkevich and Vladimir Blagojević

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

    Tune in to learn:

    — The lowest hanging fruit to build an effective account list for a pilot campaign
    — How to validate your message before the outreach
    — Why do most B2B companies suck with warm-up programs
    — How to personalize your pitch
    — Overview of campaign materials

    RESOURCES:

    Video & slides: https://youtu.be/6bliQXAhtxA

    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
    ------------------------------------------------------------------------------------------------------------

    Here is a breakdown of a simple ABM campaign that generated 6 sales opportunities, 2 deals and helped to validate the idea of launching my company Fullfunnel.io in September 2020.

    But before we’ll dive in, here is the context.

    Before launching our company, we partnered with Vladimir Blagojević on one project developing an ABM strategy for 30+ B2B tech companies from Belgium.

    When we were running office hours, the majority of companies talked a lot about ABM, but their
    understanding of ABM was limited to:

    1. Create a list of companies that fit firmographic data
    2. Identify decision-makers, find their LinkedIn profiles and emails
    3. Upload the list to LinkedIn and run some product ads
    4. Reach out via email and/or LinkedIn

    To my biggest surprise, lots of B2B companies still think about account-based marketing that way.
    We decided to launch a pilot campaign for 6 weeks with a $300 budget to validate if there will be demand for developing inhouse ABM operations.

    Here is a step-by-step overview.

    1. Ideal Customer Profile
    Belgium B2B Tech (Hardware / SaaS) with ACV more than $50k, long sales cycle, execs background not in sales or marketing.

    2. Warm-up by leveraging Content Networking (credits to James Carbary).
    We invited our target buyers to appear as guests on our Full-Funnel B2B Marketing Podcast.
    From the 21 accounts, we got a response from 16 (76%), and 9 accounts agreed to an interview (46%).

    Our goals:

    — Connect and discuss with strategic decision-makers the challenges they face in growing B2B tech companies + what works for them
    — Create unique content we can use for LinkedIn and guest posts
    — Share a new initiative and validate our idea by asking if a service like this makes sense to them and might be valuable
    — Mention the case studies we have to create a demand

    3. 1-1 Personalized Outreach.

    The interviews allowed us to understand our target accounts’ priorities and challenges, identify the accounts that were a good fit with an existing need.
    We decided to activate these accounts using a 1-1 personalized outreach via direct mail.
    Our swag included:
    — 100% personalized proposal with a clear plan on how to tackle their challenges
    — QR code that redirects to a content hub with relevant case studies
    — Personalized gift

    4. Follow-up.

    Most opportunities are created during follow-ups. We had a chance to explain...

    • 1 hr 4 min
    Episode 70: Hands-On LinkedIn Prospecting. How to get a 55% reply rate with Thibaut Souriys

    Episode 70: Hands-On LinkedIn Prospecting. How to get a 55% reply rate with Thibaut Souriys

    We sat down with Thibaut Souyris on a new live episode of Full-Funnel Podcast to discuss:

    1. How to find relevant triggers to start a conversation with prospects
    2. How to turn conversations into opportunities
    3. How to add non-sales touches to your prospecting
    4. How to boost sales presence with demand generation

    Tune in to see a live prospecting masterclass: https://youtu.be/IkRy_2Di7e0

    RESOURCES

    6-Weeks ABM Playbook: https://fullfunnel.io/account-based-m

    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
    -----------------------------------------------------------------------------------------------------------------------
    Here are 4 things that are broken in modern sales prospecting.

    1. Lack of ICP.

    SDRs make a list of contacts and accounts based on broad firmographic data (job role: founder, industry: computer technology) and end up with a junk list.
    Why junk?

    Because the majority of the selected accounts have 0 intent to buy and/or are a bad fit, which leads us to the 2nd problem.

    2. Lack of personalization.

    To contact a big volume of contacts SDRs won’t be able to do account research and personalize outreach messages. They end up with a generic, copied from sales blogs, a pitch that is being ignored by everybody.

    3. Lack of context.

    “I saw you are the founder of a SaaS company. We help SaaS companies to ... Let’s have a call” is the worst way to do outreach and the fastest way to get banned from LinkedIn.
    Why?

    Because the majority of people I spoke to about this, replied simply:
    What made you think I want to talk with a random dude from an unknown company? Just the fact that I’m the founder?
    Block the connection and delete.

    4. Lack of conversation.

    Everybody agrees that people buy from people they know, like, and trust. To fulfill these 3 criteria, SDRs should do thought leadership and know-how to start conversations.

    As Thibaut Souriys says:

    If you can’t get prospects to reply, you won’t book meetings.
    If you can’t book meetings, you won’t get revenues
    If you can get revenues, you’ll go bust.
    The one thing that matters is your capacity to generate conversations.

    Thibaut on LinkedIn: https://www.linkedin.com/in/thibautsouyris/

    • 1 hr 7 min
    Episode 69: Five things Rydoo’s marketing team did on the road to 1M users with Jan Dejosse

    Episode 69: Five things Rydoo’s marketing team did on the road to 1M users with Jan Dejosse

    Here are 5 things that helped Rydoo get to $63 mln in ARR:

    1. Nailed the ICP and positioning

    Ask yourself:

    - Are we really focusing on your ICP?

    - Is our ICP up to date?

    - Does everyone in the team have the same understanding of who the ICP is?

    - How are you different and worth buying?

    - How do you position your product in the market?

    - Do sales people so NO to some prospects?

    Jan Dejosse shared a simple "bear hug" technique to keep your ICP up to date during his interview. Jan is Rydoo's VP of marketing and my guest at the latest episode of the Full-Funnel B2B Marketing Show.

    2. Aligned marketing and sales on qualified pipeline

    Everybody in the marketing team is

    The pipeline is NOT "booked meetings", but the opportunity being accepted and declared by the AE.

    Everyone in marketing (even brand and product marketing) is responsible for the whole pipe:

    - Inbound pipe

    - Outbound pipe

    - Partner-generated pipe

    Marketing works closely with the sales team on opportunity development.



    Interestingly, deal expansion campaigns are owned by product marketing.

    3. Using leading indicators and reverse engineering

    Rydoo uses leading metrics and campaign performance... with a pinch of salt.

    Because the problem with attribution is that you can only attribute things you can measure.

    That's why they reverse engineer deals and ask new customers about touchpoints.

    For example, they've discovered that 30% of the deals that came through SEO were in fact, referrals.

    4. Transitioning from gated content to content experiences

    Instead of pointing the person to one piece of content, take them through a content journey.

    Offer them a stream of relevant content on the topics they're researching (including articles, case studies, videos...).

    The analytics are more meaningful too because you get insight into content performance and the level of the buyer's engagement.

    And engagement has been proven multiple times higher.

    5. Focusing on execution

    The marketing team most often doesn't miss ideas. They miss execution.

    Jan shared a simple prioritization method that the team uses to plan.

    But then the focus is on execution. Focusing on the highest priority initiatives and campaigns.

    *

    Jan on Linkedin: https://www.linkedin.com/in/jandejosse/

    • 38 min

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