Full-Funnel B2B Marketing Show

Andrei Zinkevich
  • 4.9 (12)
  • MARKETING
  • UPDATED WEEKLY

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

  1. Episode 179: Account progression framework with Steve Armenti

    MAR 23

    Episode 179: Account progression framework with Steve Armenti

    For the new episode of Full-Funnel Live we've invited Steve Armenti, Founder & Head of ABM at twelfth agency. Before starting his agency, Steve spent 6 years at Google where he moved from a content marketer for Google Cloud to leading Global enterprise demand generation program. At this role he successfully increased SQL quality score from 35% to 85% in under one year. One of the keys to success was directly partnering with the SDR team to quantify shared OKRs that drove cross-functional improvements across both teams. We're going to break down exactly how you can achieve exactly the same results in 2026 and other keys to success. Tune in to learn: How to drive internal change management to create shared OKRs with SDRs and cross-functional alignmentStep-by-step process to develop cross-functional account progression model to increase SQL conversionHow to track account engagement and deploy playbooks that are aligned with the current journey stage RESOURCES 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://trenches.community/ 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/ Steve on Linkedin: https://www.linkedin.com/in/diandraescobar/

    54 min
  2. Episode 178: B2B content flywheels that generate 80% of pipeline with Diandra Escobar

    MAR 17

    Episode 178: B2B content flywheels that generate 80% of pipeline with Diandra Escobar

    For the new episode of Full-Funnel Live we've invited Diandra Escobar, Founder of Distinctiva.io — the content strategist behind B2B brands generating 80% of their pipeline from LinkedIn organic. With her clients, Diandra replaces content calendars with content flywheels where every piece compounds on the previous one. One client scaled from $1.2M to $3.6M ARR through LinkedIn alone. Another attributes 80% of leads to LinkedIn organic. Another one reports their newsletters are hitting 60%+ open rates. We're going to break down exactly how B2B CMOs can implement content flywheels to generate pipeline in 2026. Tune to learn: Why generic "how to" content is dead and what "authority content" actually meansThe content flywheel framework: how to build it, what to stop doing, and what to replace it withHow to defend your content flywheel strategy from “why can’t you do it with AI”?How to track engagement signals from content and hand them off to SalesHow to report content-led growth to a CFO who only speaks pipelineRESOURCES 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://trenches.community/ 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/ Diandra on Linkedin: https://www.linkedin.com/in/diandraescobar/

    1h 9m
  3. Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell

    MAR 2

    Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell

    For the new episode of Full-Funnel Live we've invited Lauren Goodell, CEO at Zinnia and former enterprise AE at Microsoft and Salesforce who hit 220% quota and made Chairman's Club. You now the harsh B2B marketing reality: enterprise deals take 12-18 months and involve 10+ stakeholders, but most sellers act in "always be pitching" mode. Lauren did it differently to win enterprise deals. She knew her buyer's dogs' names. She knew how the CFO was compensated. She knew exactly which jokes would land. We break down how marketing can actually enable human-first selling—not with more slide decks and battle cards, but with the research, POVs, and nurture support that top sellers wish they had. Tune in to learn: - How CMOs can facilitate the shift of sales team from "always be pitching" to relationship-first  - The actual research process behind winning enterprise deals: where to look, what information to find, and how marketing can help  - How to nurture enterprise buyers across long sales cycles  - How marketing and sales should work together so sellers think “oh, marketing made this easier” RESOURCES 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://trenches.community/ 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/ Lauren on Linkedin: https://www.linkedin.com/in/lauren-goodell/

    49 min
  4. Episode 176: How to make your B2B brand famous with Tycho Luijten

    FEB 23

    Episode 176: How to make your B2B brand famous with Tycho Luijten

    In this episode of Full-Funnel Live, Andrei and Vlad invited Tycho Luijten, founder of Dapper Agency and creator of the Niche Famous Framework. They break down how B2B brands actually build fame in their market and stress-test the framework against real B2B enterprise challenges: long sales cycles, tiny teams, and skeptical leadership. Tune in to learn: -  How to become the first brand your buyer thinks of — even with a 2-person content team, zero video capability, and a CEO who wants you to “go broad” - The actual process, resources, and costs behind viral B2B content — and how to prove ROI when your CFO calls brand “a nice-to-have” - How to make “niche famous” work in enterprise B2B with 18-month sales cycles and 500 target accounts⁠ RESOURCES 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://trenches.community/ 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/ Tycho on Linkedin : https://www.linkedin.com/in/mattheinz/

    1h 7m
  5. Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz

    FEB 16

    Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz

    For the new episode of Full-funnel live we’ve invited the legendary Matt Heinz to discuss how to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity. Tune in to learn: - How to handle revenue pressure and prove marketing impact on revenue within the long sales cycles? - What do B2B CMOs do differently to grow in 2026 while handling revenue pressure and requests to deploy AI and ABM? - How to get buy-in from CEO and CFO to shift from demand gen and MQLs to revenue marketing? - How to handle forecast and defend budget for long sales cycles? - Which growth lever to pull in 2026 to enable growth if your team doesn’t have capacity and your budget was cut? RESOURCES 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://trenches.community/ 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/ Matt on Linkedin : https://www.linkedin.com/in/mattheinz/

    59 min
  6. Episode 174: How to talk with sales about ABM with Andrei & Vladimir

    FEB 9

    Episode 174: How to talk with sales about ABM with Andrei & Vladimir

    In this week’s episode of Full-Funnel Live, Andrei and Vlad break down the exact framework for having productive, outcome-driven conversations with sales about Account-Based Marketing. Tune in to learn: How to prepare for conversation with sales team about ABM How to find the best candidate to run a pilot program together⁠  How to ensure the sales rep will prioritze pilot, and not lead gen KPIsRESOURCES 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://trenches.community/ 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/

    1h 8m
  7. Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir

    12/22/2025

    Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir

    In this episode of Full-Funnel Live, Andrei and Vlad break down how to create account-based playbooks that actually match how B2B buyers buy. Tune in to learn: Why ABM playbooks aren’t linear, and how to build for real-world back-and-forth buyer behaviourWhy you need both timeline-based and signal-based playbooksHow to align the playbooks with the buyer journey stageThe importance of multithreading—and how to maintain momentum during long dormant periodsRESOURCES 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://trenches.community/ 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/

    1h 14m
  8. Episode 172: How to target accounts in 2026 with Andrei & Vladimir

    12/15/2025

    Episode 172: How to target accounts in 2026 with Andrei & Vladimir

    In this episode of Full-Funnel Live, Vlad and Andrei break down the next evolution of ABM: the cluster strategy. They guide you beyond basic firmographics and into the methodology of grouping and engaging high-potential accounts with precision and repeatable efficiency. Join us to learn: Industry vs job role vs use case targetingHow to select the target cluster of accountsHow to plan cluster programs RESOURCES 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://trenches.community/ 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/

    1h 15m
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4.9
out of 5
12 Ratings

About

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

Information

  • Creator
    Andrei Zinkevich
  • Years Active
    2018 - 2026
  • Episodes
    180
  • Rating
    Explicit
  • Copyright
    © Copyright Andrei Zinkevich
  • Show Website
    Full-Funnel B2B Marketing Show

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