Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn 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 genOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogEPISODE SUMMARY10 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 resources2. 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 experimentation.One caveat:Don’t get too excited about launching 20+ programs.In reality, 6-8 programs and 2-3 channels where you excel will be more than enough to grow your brand presence, generate demand, and marketing-sourced revenue.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-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 PROCESSWhen 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-trialToo 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 cycles2. 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, etcIf 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, goals, needs, and challenges

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe’re going to cover:The entire process you need to follow to create an efficient LinkedIn ads strategyRight budgeting and planning for awareness, demand gen, nurturing and demand capturing campaignsWhat types of ads you’d use and in what casesRESOURCESVideo recording so you can see full set up and examples: https://youtu.be/N4cxTa8ML18Justin’s budgeting framework: hhttps://www.canva.com/design/DAFBihxqEYs/RK3okKZ-IKnG9P2-UGfsjw/view?utm_content=DAFBihxqEYs&utm_campaign=designshare&utm_medium=link&utm_source=publishsharelinkOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogFULL-FUNNEL LINKEDIN ADS STRATEGYLinkedIn ads suck for many B2B companies because of 2 reasons:1. Focus on demand capturing only from cold accounts2. Promoting gated content and transferring leads to salesRESULTS- Extremely high CPC and CPL- Miserable “leads to opportunity” conversionB2B 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 insightsHERE 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.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogFrederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/How to Create a Full-Funnel B2B Marketing Strategy for 2023.Too many B2B companies think that GTM strategy is a 40-page document about mission, values, and other corporate fluff nobody cares about.GTM strategy is being crystal clear about:- Who are you going to market?- How are you going to stand out and differentiate your product while resonating with target buyers?- Where these buyers are searching for professional information and how do they buy?- How are you going to attract their attention and make them interested in your product?- What skillset and budget do you need?- How will you measure the efficacy of your strategy?While it sounds obvious, most B2B companies I know can't clearly answer these questions.Here is the framework we use.1. Full-funnel analysis and sales pipeline velocity to understand:- Where we are currently- What realistic revenue goals can we set- Weakest stages of the full funnel- How do we grow currently2. Market segmentation including:Revenue from different markets and segments,Market/vertical segmentation scoring to find the most lucrative segments3. Customer research to:Understand how customers are buying and channels they useWho is involved in the buying processValue they get from the product and how they see it is different from the competition4. Ideal Customer Profile based on the customer research:Ideal account descriptionBuying committee structureAccount segmentation5. Positioning and unique value proposition. Both are part of your marketing message which communicates why your product is different and worth buying.6. Buying process. Based on customer interviews, we extract different triggers that motivate buyers to start looking or learning more about your product.For each trigger, we map out the steps they take. For each step, map out:- Buying committee members involved- Information they sought- Critical questions, concerns or doubts they had7. Full-funnel marketing plan including: — Awareness campaigns— Demand generation— Demand capturing— Activation programs— Client success— Expansion— Channels & communities8. Budgeting and team set up:PlaybooksSkillset and responsibilitiesBudget9. Metrics.Campaign measurement report & target metricsIntegrated revenue report10. Team alignment and buy-in.TLDR;Forget about linear marketing and sales processes.For stable long-term growth, you need to know your best customers, and how they buy and adopt your marketing & sales.P.S. Join me and Vladimir Blagojević to take a deep dive into our B2B marketing strategy frameworkVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog.I sat down with Gaetano Nino DiNardi to cover Modern B2B demand gen. We’re going to cover:- How to run demand gen in 2023, and what you’d stop doing- Content distribution and awareness strategies to grab attention and create awareness among target accounts- The structure of a modern B2B demand gen teamOUTDATED ABM AND DEMAND GEN TACTICS:- Upload a wish list of 500+ accounts to 6sense and target with display ads- Send gifts in direct mail swag to cold contacts without any personalization to book a call- Webinars to pitch the product and follow up after- Gated ebooks with further sales follow-up- Track clicks and transfer the accounts who clicked the ads to automated multistep LinkedIn and email outreach cadence- Posting corporate press releases about money raised, awards, and hiring opportunities without content that educates and helps buyersMODERN B2B DEMAND GEN- Create demand and awareness via proactive thought leadership.- Launch 1:few partnership webinars and market research with niche associations or communities- Create personalized content hubs for buyer’s enablement and further nurturing- Content co-creation with target accounts- Interview target accounts on your podcast- Target accounts with the top-performing content to boost awareness- Retarget accounts with detailed case studies/use cases to identify engaged accounts for nurturing and demand capturing- Well-researched guest posts on the blogs/newsletters/communities your target accounts are following- Blog posts focused on solving specific challenges/answering questions your buyers have instead of generic writing for a high-volume keyword- Proactive content distribution- Niche-focused events to boost awareness and establish relationship- Collaboration with thought leaders- Newsletter that covers a specific topic in-depth instead of pitches and corporate press releasesMODERN ABM- Narrow ICP including account qualification and segmentation criteria- Marketing message tailored to ICP- Leveraging intent data to identify engaged accounts from demand gen programs- In-depth account research to personalize the value prop of your product and highly personalized campaigns- Connecting and engaging with the buying committee of target accounts on social- Expansion and deal acceleration campaigns aside from net new revenue- Non-sales touches and social selling for account activation- Direct mail swags for engaged accounts as a part of relationship & nurturing processesB2B demand gen and ABM are not siloed programs. They’d be run in parallel as a part of a full-funnel marketing strategy.The goal of demand generation - creating awareness and demand in a target market.The goal of ABM - warming up and activating engaged accounts produced by the demand gen program.Gaetano Nino DiNardi on Linkedin: https://www.linkedin.com/in/ACoAAAjOemoBsmGgXOOcFpcwGVG1B7IlDCvf8io

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog.Today I’m chatting with Fran Langham, Head of Demand Generation at Cognism, about their shift from lead gen to demand gen, and cover:- How Cognism made the transition from lead gen to demand gen, and the bottlenecks they faced during the journey.- Overview of Cognism demand gen strategy, and its key pillars.- How Cognism measures and tracks demand gen program efficacy.B2B DEMAND GENERATION DEMYSTIFIEDDemand generation became a buzzword that everybody talks about, but you rarely see practical examples or case studies.For many marketers, demand gen is all about running ads to ungated content with occasional thought leadership, podcasting, and blog.These activities should be added to your demand gen mix, but they are not the full demand strategy.I look at B2B demand generation as a demand waterfall that has 3 pillars.1. DEMAND ACTIVITIES.Define how your customers are searching, learning, and buying.Define demand activities that can consistently create awareness and demand, including the ones mentioned above, co-marketing, guest posting, events, etc.2. DISTRIBUTION.Nobody will pay attention to your product until you’ll start attracting it. Most B2B companies try to distribute content via ads, but don’t limit your program.Here are 3 other ways to get noticed by your target audience.1. Grow your own audience you can connect with directly.Email newsletter, Whatsapp/Telegram channels, own community, social media are core assets that allow you to connect with the audience directly and not depend on other platforms.2. Borrowed audience.Find non-competitive companies that also sell to your audience and run com-marketing campaigns with them:- Educational webinars- Mentions and link exchange- Featuring each other on the podcast, etc.Publish guest posts on industry-known media to amplify your distribution strategy.3. Social & communities.Establish your presence in the channels where your audience hangs out, including:- Industry communities- Review platforms3. DEMAND CAPTURING.To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up ABM plays.To accelerate demand capturing you need to have a buyer enablement program - content hubs that include content tailored to a specific buyer + continuous nurturing.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelABM TEAM & SKILLSETHere is the team & skillset you need if you want to consistently generate enterprise 6-figure deals 👇1. Senior ABM manager who is in charge of campaign orchestration, goal setting, developing playbooks for marketing and sales, and managing campaign execution.2. SDR who is in charge for activation of engaged accounts.3. Copywriter to write personalized pitches, landing pages, etc.4. Intent & research specialist.Most B2B companies skip this function because they neglect the importance of research. But if you want to land enterprise clients, you must do your homework:- Understanding account's needs, goals and priorities- Defining the goals and challenges of the buying committee members- Understanding at what buying stage the account currently is- Figuring out how well this account is aware of your productThese insights are priceless for a proper ABM execution.5. Designer is responsible for creatives, landing pages, and direct mail swag.--------These roles should be managed and coordinated by a senior ABM manager.Generating enterprise 6-figure deals requires a lot of customization and personalization, but many B2B companies do it the opposite way.They use the same tactics they used to sell to SMB or obsolete playbooks like:1. Create a wish list of accounts they want to have as clients2. Upload accounts to LinkedIn or 6sense/Demandbase3. Run display ads that lead to gated content or a landing page4. Track clicks and transfer the accounts who clicked the ads to sales5. Sales reach out But enterprise customers don't buy because they saw your "personalized" ad, or they loved your great gated report.They buy if:- They know, like, and trust your company- Every buying committee member sees how exactly your product might help and what's the ROIIt's 2022.Don't expect to generate enterprise 6-figure deals by running "growth hacks" or the same tactics you used to sell $10 subscriptions.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogFrederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel𝐇𝐞𝐫𝐞 𝐢𝐬 𝐡𝐨𝐰 𝐦𝐨𝐬𝐭 𝐁2𝐁 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐝𝐨 𝐀𝐁𝐌: 1. Create a wish list of accounts they want to have as clients2. Upload accounts to LinkedIn or 6sense/Demandbase3. Run display ads.4. Track clicks and transfer the accounts who clicked the ads to sales5. Sales reach out Results: - Low reply rates. - Huge ads spending.- Miserable ROI. 𝐇𝐞𝐫𝐞 𝐢𝐬 𝐡𝐨𝐰 𝐲𝐨𝐮'𝐝 𝐝𝐨 𝐀𝐁𝐌: 1. Start with team alignment on: - Goals- Metrics- ICP - Account qualification criteria- Segment value prop and positioning 2. Tier segmentation. 3. Create a small team for pilot campaigns. The ideal setup is: 1 marketer - 1 SDR - 1 geo market - 1 vertical - 10 accounts max. Make sure that those who are involved in the pilot campaign, can dedicate at least 80% of their time to execution. 4. Develop a minimal viable stack. If your goal is net new revenue, start with Sales Navigator and one source of intent data. If your goal is expansion, you'll need your CRM only. 4. Develop a simple ABM campaign structure including: - list building- account enrichment & research- warm up- activation- follow-ups & nurturing 5. Create a detailed playbook for the warm-up program. What works for us and our clients" - Demand and awareness via proactive thought leadership.- 1:few partnership webinars and market research with niche associations or communities- Personalized content hubs for buyer’s enablement and further nurturing- Drive engagement with strategic accounts via creative outreach and contextual ads 6. Develop an ABM dashboard with the most important metrics. Your dashboard should include revenue metrics (SQLs, win rate, revenue) and leading indicators that may vary depending on campaign goals. 7. Operationalize ABM processes before scaling. Everybody has other tasks and responsibilities. Make sure there is no overlap with ongoing marketing campaigns and plan how to turn a pilot campaign into regular operations.--- ABM is not a magic wand that can convert any company into a customer. You can't upload a wish list to ABM software and expect a 7-figure pipeline. You need to make appropriate shifts in your marketing and sales teams and have the necessary skillset to run and maintain ABM.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogFrederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Fred Linfjard, Director of Growth Marketing @ Planday to talk about their shift from marketing to SMBs to marketing to Enterprises and launching ABM campaigns from an experienced Director of Marketing.Planday is adding ABM to its operations right now. You can learn about the top challenges and learnings from launching it.We'll cover:- Top mistakes most B2B companies make when switching from marketing to SMBs to marketing to Enterprises- Team shifts: ABM team + skillset required to successfully launch ABM- What ABM campaigns Planday launches to generate enterprise clients- How Planday aligns marketing to enterprises with marketing to SMBsOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogFrederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Nick Bennett, Director of Evangelism & Customer Marketing @ Alyce talking about how to use a personal brand to drive pipeline and revenue.​We cover:​+ What most people get wrong about personal branding​+ How to build a personal brand while working for a company​+ How to use a personal brand to drive pipeline​+ The core pillars of personal brandingWHY PERSONAL BRANDING?Here is what you hear about building a personal brand:- consistently show up- share the valuable content- be patient, and the results will come.But what if you don’t have time to consistently share content and hang out on LinkedIn?What if creating and sharing more posts on LinkedIn, publishing more articles, engaging with all the content that is shared won’t lead you to more revenue?If you have these questions, switch your focus and ask yourself instead:How to make sure my target accounts see and consume the content I’ve already created? How can I build a relationship with them?You don’t need more views, likes, or followers.You don’t need to hang out on LinkedIn 2-3 hours per day commenting on the posts of all the influencers “to be noticed” and “build the audience”.Your goal is to connect with your target accounts, nurture them, learn about their needs, and come up with solutions at the moment when they need them.If you are able to nurture 50-500 accounts with your content, you become a thought leader for them and the 1st vendor they’ll think about.That should be the end goal and key focus for everybody who is thinking about personal branding, not 10k followers.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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogNick on Linkedin: https://www.linkedin.com/in/nickbennett1/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe sat down with Amanda Natividad, VP marketing SparkToro to nail down how to develop a full-funnel content strategy.Tune in to learn:- How to identify what content you’d publish to generate demand for your products- ​How to attract the attention of your target market to your content- How to align content strategy with the buying journeyOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog Amanda on Linkedin: https://www.linkedin.com/in/amandanat/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe sat down with Parry Headrick to share a framework on how to build a media machine with limited resources in 2022.We cover:- How to build a media machine for B2B tech companies- How to get featured in the top industry media- Why do lots of B2B companies suck at doing PR- How to measure PR efficiencyLast year at Fullfunnel.io we developed a media machine that generated:- 63 inbound opportunities and a $400k pipeline- 30+ interviews in the top b2b marketing podcasts, including B2B Growth and The ABM Conversations Podcast.- Featured in CXL, MarketingProfs, Terminus- Gigs at AdWorld Inc. and ProductLed conferences- Bring more than 10k in donations to Ukrainian families and armyAll without ever reaching out to prospects or hosts.Here are 7 elements of our media machine.1. LinkedIn thought leadership and proactive engagement.Every workday we post with Vladimir Blagojević about full-funnel marketing and ABM. We also proactively engage with 4 audiences:- Engagers- ICP- Event organizers- Partners2. Every month we host an educational webinar with tech companies that serve similar audiences - B2B tech companies with high ACV.We don’t pitch, both promote with a partner the event, expand the network and generate awareness and demand.3. Every month we promote an actionable case study with the details of the campaign we launched with one of our clients. These case studies usually create the most demand.4. Every week we send a Full-Funnel Insider newsletter (https://fullfunnel.io/marketing-newsletter/) that includes one actionable advice (breakdown of a campaign or specific case studies), curated best LinkedIn updates, and recordings of our podcasts and webinars.5. Weekly Full-Funnel B2B Marketing Podcast: https://fullfunnel.io/podcastEvery week we sit down with prominent B2B marketing leaders to discuss all things related to B2B marketing. Everybody from our community can join and ask questions live.6. Annual Full-Funnel B2B Marketing Summit: https://fullfunnel.io/summit/Last year we invited 50+ speakers and hosted a 5-day virtual summit that was attended by 4k+ people across the world.7. Content distribution.We don’t overwhelm our audience with posting about the same piece of content every single day and proactively distribute it in the 1st two weeks after publishing it.Parry on Linkedin: https://www.linkedin.com/in/parryheadrick/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Corrina Owens, Senior ABM Manager @Gong talking about building and scaling ABM in B2B tech companies.​We'll cover:- ​How to embed ABM into daily marketing operations: Gong's example- ​How to scale ABM without significantly increasing the marketing budget- ​How to build ABM team: roles & functions- ​How to measure ABM success​Gong's most successful ABM campaignsCorrina on Linkedin: https://www.linkedin.com/in/corrina-owens/RESOURCESOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI sat down with Nick Wentz from Clearbit to nail down B2B attribution model.We’ll cover:- How to score leads on intent/engagement and personalize marketing activities to generate opportunities- What data points should be added to your attribution model- ​How Clearbit uses attribution and intent models in ABM campaignsOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelStrategic positioning for B2B tech companiesWe'll cover:​Positioning red flags or how to identify your positioning sucks​Strategic positioning framework to clearly explain what you do, who you serve, and how you're unique​How to blend strategic positioning, messaging, and marketing plan to build a marketing engine that drives consistent resultsMark on Linkedin: https://www.linkedin.com/in/markev/RESOURCESOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel5 most common content marketing & demand generation mistakes B2B companies with a high ACV make.1. Lack of customer insights in content strategy.Focusing on providing answers to the questions your target audience is interested in generates more opportunities than generic top-of-the-funnel articles for high-traffic keywords.Companies miss one point:The goal of the content is not generating traffic but generating demand and more sales-qualified opportunities.Simple formula: in-depth answer to buyer’s questions + your expertise/examples = demand.2. Copying B2C/e-commerce.more articles - more keywords + longtails - more traffic - more revenue works in B2C but not in B2B.The quality of content in B2B over weighs the quantity.3. Hiring cheap writers.Hiring cheap writers or writing content with an AI assistant is the easiest way to fall down. Your market will immediately recognize low-quality content and will ignore you.4. Copying giants.Until you are building a new sales or marketing community like Sales Hacker, you don’t need to have a blog like HubSpot to generate quality B2B leads.Otherwise, after 6 months of publishing dozens of blog posts, hundreds of social media updates, you’ll realize this has had a miserable impact on your bottom line.5. Developing content funnels.Demand generation is not linear.If a person downloads an ebook or signs up for your webinar, it means they are interested in the topic, not your product. If you are going to send these contacts to sales, you’ll burn out your pipeline fast.What if marketing stepped out from the keyword research for their content strategy and set down with sales asking about questions, concerns, needs, and challenges across the buying journey?What if sales invited customers to contribute to the content?Then content starts resonating with a target addressable market.Sales proactively distribute it to the target accounts because they have a good reason for a non-sales touch.Customers happily share the content inside their organization and with their network.Sales get lots of pieces of content to share on social media.This simple shift leads to inbound opportunities and opens doors to engage target accounts way better than expensive ip-based ads, gated e-books, or virtual events your audience doesn’t care about.That’s why a content engine is crucial for long-term success.I sat down with Erin Balsa to chat about building a content marketing team and creating a content engine at B2B tech companies.We are covering:1. How to hire great writers and content marketers.2. The minimal viable content team: roles and functions you need3. How to develop a great content strategy even if your market is boring and conservative.4. How to attract attention to your content and generate demandErin on Linkedin: https://www.linkedin.com/in/erinbalsa/RESOURCESOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogGet 10% off Happier Leads - website identification software: https://happierleads.com?via=fullfunnel - apply code ANDREI.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel3 enterprise sales strategies that took this team from $0 to $30mil:1. Perfect Customer ProfileLanding enterprise deals takes a LOT of your team’s time and resources.So you want to make sure you’re working on the RIGHT opportunities that you can close.Ryan Staley shares a simple 5X5X5 framework to nail the perfect customer profile. Look at:- 5 largest deals you won- 5 fastest deals you won- 5 largest deals you lost2. Referrals For RevenueWord of mouth is the KEY influencers in making B2B purchase decisions.The good news is that 83% of the customers are open to providing a referral... if you know WHEN and HOW to ask for it.The key is to choose a peak moment, do your homework, and make it super-easy for your customer to say yes.3. Sales Operating SystemSales is not about specific tactics, but a proven end-to-end process.Ryan shares two key sales operating systems(1) The Whale Scale – the targeting and sales system to eitherA. Move up market consistently in terms of the average deal sizeB. Focus brand-new enterprise team or enterprise GTM on 80K+ average deal sizes for exponential growth.The beautiful thing is if you implement the move upmarket strategy over 5 years a 2x growth would lead to 36x’ing your deal size(2) Expansion Scale – focused on the Life Time Value and deal expansion. Most $1m-$30m companies walk right by this one because they either have an untrained CSM trying to upsell or an undefined sales process for expansion/upsell revenue.RESOURCESContinue learning: https://www.whalesellingsystem.com/closingsecretsCheck out Ryan’s podcast The Scale Up Show: https://open.spotify.com/show/39FMS44jbijarB1VR55klaAnd reach out to him via his LinkedIn profile: https://www.linkedin.com/in/ryan-staley/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWhile demand generation creates awareness and demand for your brand, it's not predictable. You can't control the outcomes of your content and demand activities. Account-based marketing is predictable but doesn't work effectively without demand generation when scaling. If you sell a B2B product or service with a 5+ figure ACV, you need both. Demand gen activities bring more prospects that fit your ICP and create awareness. They are just curious and not ready to buy. Your next step is creating dedicated programs to activate these prospects. Here is a practical example. 1. We plan a partner webinar with one SalesTech software and promote it to our audiences. 2. SDR from our future client signs up and sends a link to the marketing team. 3. One of the marketers checks my profile on LinkedIn and starts following me. 4. The same marketer searches our website and reads some of our case studies. Then, sends a link to the COO, recommending to sign up for the webinar. 5. After the webinar, we send a content hub with our case studies, benefits of implementing account-based demand generation for marketing, sales, and COO. 6. We see that the team spends in total more than 40 minutes in our content hub consuming the content. 7. I reached out to the marketer & COO asking for feedback about the webinar and the content hub. 8. After hearing back, I asked if they would be interested in a quick chat where I could explain to them how to implement the same strategies. 9. A few calls later, the contracts were signed. Could we sign the contract without manual activation (ABM)? Probably, yes. But there is always a risk of "let us try doing it ourselves first" and losing the momentum. Could we sign a contract with that account without creating awareness and demand first? Probably, yes. But it'd take us way longer to build relationships and gain trust with that company.-----------------------------------------------------------------As you see, this case study has nothing with the linear sales funnel most B2B companies try to create. You must understand how your customers are buying. Then, marketing (creating awareness & demand) and activating them accordingly. I sat down with Katelyn Bourgoin to share with you: ​- How to run effective customer research for B2B tech companies to understand how your customers are buying ​- How to identify buying triggers and adapt your marketing to capture the demand of customers that are not aware of your product ​- How to align your marketing with the buyer journey - Full-funnel marketing case studiesOn-Demand B2B Marketing Courses: https://fullfunnel.io/marketing-newsletter/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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogRESOURCES WE'VE MENTIONEDTurn your customer’s Job-to-be-Done into innovative marketing ideas: https://strategyn.com/trigger-framework-and-jtbd/Why We Buy newsletter: customercamp.co/newsletter/Katelyn on Linkedin: https://www.linkedin.com/in/katebour/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Kyle Lacy, SVP of Marketing @Seismic talking about building a great marketing team and discussing lessons learned after growing Lessonly for 5 years.​We cover:​- The most important skills of VP of marketing​- How to build a great marketing team​- How to onboard and serve new team members to help them to deliver asap- Lessonly growth breakdown: what made Lessonly so successful in the SalesTech space?---------------------------------------------------------------------------------------------------------------------RESOURCESOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog--------------------------------------------------------------------------------------------------------------------BEHIND THE SCENES OF THE EPISODEHere is a story I witnessed a year ago.CEO: Welcome on board. You are a prominent growth marketer, and with your help, we are looking to achieve our growth targets. Sales: Hope you'll help us to generate more leads. Marketer: Anything I need to know before starting out? Executive and sales: No, just go ahead and feel free to do whatever you think will help us to grow. 3 months later. CEO: I'm not satisfied with your performance. You didn't hit our leads' quota. Also, the CAC is higher than expected. Marketer going red-face: Well, but you didn't give me clear priorities. I set up a Google Ads campaign, booked a sponsorship for an upcoming industry conference, hired an agency to help us with content and SEO, published and promoted an ebook on LinkedIn. All leads were sent to sales. Also, I'm negotiating with a web agency to redesign our website. Sales: But the leads are not sales-ready. We just wasted our time. CEO: Google Ads never worked for us because our target market is not actively buying. Also, we played several times with promoting e-books, and it didn't work. I expected you'll help us to grow...---------------------------------------------------------------------The moral of that said but a true story I witnessed a year ago: If you don't onboard your marketer properly, set up clear priorities, share with them marketing documentation (what worked and what didn't), marketing performance will be always far from expected. Many B2B companies make the same fundamental mistake when hiring a marketer or growing a team. That's why I decided to kick off the new season of the Full-Funnel Podcast with Kyle Lacy, SVP of Marketing at Seismic (ex Lessonly by Seismic) talking about building a great marketing team.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel3 things Deliverect's marketing team did differently to sign 14K establishments:(+ insider's tips from a martech buyer)1. All marketers continuously learn about their customersEach marketer at Deliverect:- Sits in on sales calls- Gives a demo to a prospect- Sits in on CS onboarding calls- Visits their customers (which is really cool if your customers are restaurants)They take every opportunity to survey their buyers. E.g. everyone attending events gets questions to ask while in conversation with buyers.2. Focus their campaigns on amplifying the customer's word-of-mouthDeliverect created their category and had to do lots of education and awareness creation.But restaurants don't really care about technology.So, Deliverect involved their customers and buyers in content creation.All their customer-facing teams keep an eye out for great stories. And their marketing team NEVER says no to a good story. They are there with the camera recording and distributing the stories worldwide.3. Global-local teamsDelieverect sells to 30 countries and has local teams in 12.But they don't take the usual top-down approach.Their global team is actually comprised of people from several local teams. Budget distribution is transparent, and everyone participates in defining the local programs and campaigns.And while they're performance-driven, even the wildest ideas are welcome. That's how they came up with the idea for Hidden Gems (an annual viral contest featuring atypical delivery foods and restaurants from 20 countries).Connect to Shelby and learn more about Deliverect at:https://www.linkedin.com/in/globalmktgpro/https://twitter.com/GlobalMktgProhttps://www.deliverect.com/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel1. Keeping product positioning differentiatingThey key to monitor the market and keep the positioning unique and meaningful. The ClickShare product went through three stages: 1. Startup phase, where ClickShare was positioned as a Barco product, adding credibility to the new proposition2. Scaling phase, where they looked for the core value, and positioned ClickShare as the "cable killer". This positioning did wonders because all of a sudden, everybody knew, "hey, here's ClickShare, I can get on screen with just one click (an no cables)"3. A few years later, the team realized that the "cable killer" may not do 100% justice to a product that's become fully networked and targeted primarily at the IT manager. With COVID coming along, they repositioned the product as a better way to do hybrid meetings, with a new series of product ClickShare Conference.2. Using stringent criteria for MQL, as qualified by salesMQL at Barco is qualified by sales.Inside sales speak with the prospect, and qualify their need, budget, timeline and decision authority.An amazing 99%+ of MQLs end up being accepted by sales. 3. Running a free trial program — for a hardware product This program has a whooping 50% conversion rate (from a trial to a deal). Barco actually ships a box with a base unit, the receiver, and also the click share buttons — along with instructions on how to set it up. There is also a helpline available that can assist you if need be.4. Investing in thought leadership that gets you PRYou don't often think of thought leadership when it comes to hardware product. But Barco recognized early on the opportunity to claim thought leadership around the future of meetings. For example, Barco introduced the meeting barometer research around the question "Did meetings get better for you over the last six months?". This brought them: - Major media attention (e.g. interview on Sky News on Sunday morning and lots of press)- Sales enablement material that sales people could use as a conversation starter5. Running a sales enablement program Barco has a combined go-to-market: - Indirect, via a network of 5000+ resellers globally- Direct for Fortune 1000 accounts (Barco's internal sales team) The sales enablement program has three pillars: - Creation, making sure that partners and the internal sales team have the right assets available. The key is to have lots of conversations with the sales team, partners, product management, customer councils... - Communication, because you can build the best possible set of assets, but they are not valuable if nobody knows where to find them- Evaluation, which is a continuous process of checking which assets are actually getting used and liked, and which of them need an updateRESOURCES:Lieven on LinkedIn: https://www.linkedin.com/in/lieven-bertier/ClickShare https://www.barco.com/en/clickshareOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI've analyzed 100+ sales opportunities we've generated in 2020-2021. Here is the #1 reason why our prospects lose most deals: "Our leads don't fully understand the value of our product and how is it different from our competitors". Which could be translated into marketing languages as: "We have a weak positioning and don't have a unique value proposition". If you face this challenge, then it doesn't matter what marketing campaigns you are running — you'll be losing most of the deals. At Fullfunnel.io, we have developed a 6-step framework to create a killer positioning and defined 11 positioning strategies you could use: 1. Choose your focus go-to-market segments2. Develop an Ideal Customer Profile. 3. Analyze your competitors' positioning and marketing message.4. Pick your positioning category by leveraging one of 11 positioning strategies (check them here: https://fullfunnel.io/marketing-posit...)5. Do positioning panel tests and validate it with existing clients. Refine after the tests.6. Update your marketing message and all marketing assets with new positioning. The goal of this framework is to get your special unique value into the center of your positioning so that it is obvious to customers. Done properly, this positioning should focus your customers on your strengths so that they can quickly understand what you do and why they should care, as April Dunford says. We sat down with April Dunford to nail positioning exercise and share with you: 1. How to identify what positioning strategy will work best for you. 2. How to validate your positioning and make sure it emphasizes your unique value and resonates with customers. 3. 5 components of positioning you'd use 4. The most common positioning mistakes B2B companies make without realizing it.RESOURCES:April on LinkedIn: https://www.linkedin.com/in/aprildunford/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

I got lots of spam emails promoting guests to my Full-Funnel Podcast. I never reply to any of them. Here is why.These BDMs try to show fake love to our podcast saying:“I love your podcast, especially episode #XX, keep up the great work!That said, I have a great guest for you.John Doe is a serial 7-figures entrepreneur who will happily join you as a guest. Here is his bio.Let me know when you want to set up a call with him.”Here is the truth.1. You didn’t listen to the episode. You just chose the recent episode which is completely irrelevant to your guest’s expertise.2. You didn’t check my podcast description and target audience - otherwise, you won’t suggest a bad-fit entrepreneur.All you did is:1. Scraping all podcasts from a business category2. Collecting emails from all hosts3. Scraping the names of the latest episodes — you even mark them in bold.4. You searched for some blog posts about pitching to podcast hosts or pitching a guest post, and copied the script5. You uploaded everything to the outreach software and spammed all the podcast hosts with the same templated message.Results?You sucked.If you want to get results from your outreach, here are 5 things you must learn:1. Connect and engage with podcast hosts and editors of target blogs way before you reach out: leave thoughtful comments, provide feedback, reshare content.2. Listen to the episodes and read articles to understand the audience.3. Ask about content needs - what topics do they plan to cover in the future?4. Present yourself and ask if you’ll find great guests that fit their content needs, would they be up to talk to them?5. When you’ll find a good fit, personalize your outreach by mentioning the expertise of the guest and what added value he/she can bring to hosts’ audiences.Don’t do what everybody else is doing: sending templates from “outreach best practices” blog posts, show fake love and spam everybody. You’ll suck.Do things that are not scalable but that generate ROI:- Invest in relationship- Do research- PersonalizeWith Rand Fishkin we nailed the entire pitching approach. Join us to learn:- Why does marketing through sources of influence work so well?- How do you find true sources where PR will have the most impact?- How to get your pitches acceptedRESOURCESOn-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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogRand on LinkedIn: https://www.linkedin.com/in/randfishkin/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere 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 planningThe 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 partnershipsIn 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" approachIn 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 campaigns5. Localize their content and channels for local marketsThe 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 important- Uses the local customer stories and case studies- Identifies local content partners to help with content distributionTune in to the full episode below👇Amir Bolouryazad on LinkedIn: https://www.linkedin.com/in/bolouryazad/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe'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-inRESOURCES:Video: https://youtu.be/BmSPuG_o0qcOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on LinkedIn: https://www.linkedin.com/in/vladimirblagojevic/Andrei on LinkedIn: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel4 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 yearAgain, 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 strongly4. 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-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelTune 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 materialsRESOURCES:Video & slides: https://youtu.be/6bliQXAhtxAOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-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 data2. Identify decision-makers, find their LinkedIn profiles and emails3. Upload the list to LinkedIn and run some product ads4. Reach out via email and/or LinkedInTo 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 ProfileBelgium 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 demand3. 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 gift4. Follow-up.Most opportunities are created during follow-ups. We had a chance to explain our proposal, align it with their needs, get the team’s buy-in.As well, we received direct qualitative feedback on our proposal.I sat down with my co-founder Vladimir Blagojevic to share the behind-the-scenes of this campaign.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 materialsVladimir on LinkedIn: https://www.linkedin.com/in/vladimirblagojevic/Andrei on LinkedIn: https://www.linkedin.com/in/azinkevich/

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 prospects2. How to turn conversations into opportunities3. How to add non-sales touches to your prospecting4. How to boost sales presence with demand generationTune in to see a live prospecting masterclass: https://youtu.be/IkRy_2Di7e0RESOURCES6-Weeks ABM Playbook: https://fullfunnel.io/account-based-mFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newslJoin our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-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 revenuesIf 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/

Here are 5 things that helped Rydoo get to $63 mln in ARR:1. Nailed the ICP and positioningAsk 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 pipelineEverybody 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 engineeringRydoo 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 experiencesInstead 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/

I sat down with Andy Culligan to nail down the process and discuss:- How to build a centralized ABM playbook from scratch- How to onboard and train sales on ABM programs properly- How to scale ABMRESOURCES6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbookFull-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogHOW TO DEVELOP A CENTRALIZED ABM PLAYBOOK AND SCALING ABM: 5 STEP PROCESSHere is a 5-step process I use to develop a centralized ABM playbook for marketing and sales teams.1. 𝐈𝐂𝐏 & 𝐚𝐜𝐜𝐨𝐮𝐧𝐭 𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧.Playbook includes:— Buying committee structure (job roles), typical goals, needs, and pain points.— Account qualification and disqualification criteria including verticals, geo & firmographic— Buying triggers (triggers that prove the account might be potentially interested in a product)— # of accounts for the ABM campaign2. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐚𝐧𝐝 𝐯𝐚𝐥𝐢𝐝𝐚𝐭𝐢𝐨𝐧.Playbook includes:— Information should be collected about accounts (Account strategic initiatives, Persona’s KPIs, challenges, and potential needs)— Proofs that the product might fulfill accounts’ needs— Value hypotheses (how product can help to fulfill existing needs/achieve goals)3. 𝐖𝐚𝐫𝐦-𝐮𝐩 𝐩𝐫𝐨𝐠𝐫𝐚𝐦𝐬.— Type of warm-up programs (paid content nurturing, content collaboration, social engagement, etc.)— Length of a warm-up program— Engagement threshold/outreach triggers (proofs that account might be interested in a further product discussion)4. 𝐒𝐚𝐥𝐞𝐬 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤.Playbook includes:— # of outreach touches via channels (direct mail, email, phone, social, SMS)— Conversation scenariosSales should always start from a phone call because this is the best opportunity to:— Address all the concerns and generate sales opportunities— Identify the root and the real objections that can be used as new disqualification criteria you can use for account list building.— Figure out what grabs the attention and pass this info to marketing to refine the value proposition.5. 𝐀𝐁𝐌 𝐝𝐚𝐬𝐡𝐛𝐨𝐚𝐫𝐝.Dashboard includes:a) Metrics— # of engaged accounts— # of positive replies— # of sales-qualified opportunities— sales pipeline valueb) Account research status including every buying committee member.c) Account engagement (website visits, event sign-ups, etc.)d) Campaign analysis and takeawaysTLDR;Without a centralized playbook that aligns sales and marketing, even the most creative ABM campaign is doomed beforehand.Andy on Linkedin: https://www.linkedin.com/in/andy-culligan/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel"At a certain moment, we had monthly acquisition offers". This is quite a feat for a B2B company like Tenforce, active in a narrow B2B niche. What made them stand out? The fact that they landed some of the biggest chemical manufacturing companies as clients. Tune in to listen to Bastiaan Deblick sharing his key lessons in enterprise sales and marketing: - How to run 1-1 personalized campaigns to engage your target accounts - How do you address the roles in target accounts- 3 approaches to get attention of buyers busy running factory operations (and not hanging on social media)- How to personalize the content and make your stories relevant to your buyers' specific situation (even when you're dealing with a complex world of manufacturing processes)Bastiaan on LinkedIn: https://www.linkedin.com/in/bastiaandeblieck/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelCopying what others are doing and being a commodity is a safe decision, but you’ll always be struggling.GTM strategy shouldn’t be dictated by your competitors, but by your customers. Yet in any given B2B market, companies never talk to their customers and just copy what others are doing.Same press releases, social media updates, and blog posts nobody cares about.Same boring ads and landing pages with 0 differentiation.Same boring webinars that are pure product pitches.Same obsolete tactics of promoting gated e-books with sales follow-up.Here is an honest truth:The more you copy others, the more commoditized your product becomes. You’ll be always dealing with a question: “Why should I buy from you?”Tune in to learn:1. How to differentiate your B2B product to stand out2. How to measure the efficiency of your messaging3. What’s the right way to run a message validation test? What questions should you ask?4. How to combine research insights and improve your message?5. Message teardown of 3 companiesPeep on LinkedIn: https://www.linkedin.com/in/peeplaja/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/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHow do you build a 20+ marketing team — driving 75% of new customers?That’s the story of Linode, a public cloud company of almost 20 years.Three years ago, they embarked on a journey to accelerate their growth, and build out their marketing operations. Tune in to hear Rob Yoegel share his lessons from this fascinating journey:- How to market to people who deeply mistrust marketing (developers)- Why marketing really begins when the customer says “yes”- How to create case studies that turn your customers into passionate advocates- How to use experimentation to discover high-growth channels (like YouTube influencers)I really enjoyed recording this episode, and I’m sure you’ll enjoy listening.RESOURCES: Lean more about Linode: https://www.linode.com/Connect to Rob: https://www.linkedin.com/in/robyoegel/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelThree deadly misconceptions about PR:🚫 PR is about which reporters you know𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: Everyone has access to the same lists of reporters.🚫 PR needs a relentless bulldog who'll plow reporters' inboxes till he gets you published𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: There are 7 PR people for each reporter. Volume approach is doomed.🚫 All you need is a creative storyteller to get you coverage𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: PR isn’t magic. It can’t fix a weak brand.And it can’t make reporters write about your company if the story’s weak.But a PR can take a great story and help:✔️ Position your brand as a natural choice to your clients✔️ Shorten sales cycles✔️ Attract great talent...and even build a momentum that gets you acquired.This is the topic I had a pleasure to discuss with Parry Headrick, who spent the last 20 years growing some of the hottest PR agencies across the US.Tune in to learn:🧐 What to do if you have an unsexy B2B product in a boring industry🧐 How to create a compelling story that makes your customer the hero, your competitors irrelevant, and creates urgency to act🧐 How to uncover the sweet data your company is sitting on and package it up for the press🧐 How to reach out to FEWER reporters while getting MORE of them to pick up your story🧐 How to create a minimal viable PR program that doesn't cost you a dimeIf you want to know more about PR that works in 2021, you definitely need to check this interview out.Learn more about PR and Parry at:Parry on LinkedIn: https://www.linkedin.com/in/parryheadrickWebsite: https://cracklepr.com/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin a new Full-Funnel Live Talk where we'll nail down a demand generation campaign that generated 435+ demos, $2.7M+ in new marketing sourced pipeline, and $1M+ inbound revenue in 6 months:​1. In-depth research​Nailed the ICP, how and why they buy, and mapped the topics and questions they're genuinely interested in​2. Aligned marketing on pipeline and revenue,​NOT leads or MQLs​3. Mapped features to outcomes​Updated the copy on the website and ads​4. Narrowed audience targeting​Now, this increased CPA from $270 to $460.​BUT the win rate increased by 25% with the better ICP fit.​5. Doubled down on keywords that generated opportunities​The team didn't optimize the ads on CPA and volume.​Instead, they poured through the CRM to identify keywords that lead to a sales-qualified opportunity and doubled down on those.​6. Ran all ungated content on LinkedIn​With about 1%+ CTR, the number of leads we could directly attribute to LinkedIn ads was low...​BUT after increasing spend, there was an increase in direct, organic, and brand keyword demo requests.​The result after 6 months?​435+ demos, $2.7M+ in marketing sourced pipeline, and $1M+ inbound revenue. % of inbound revenue to total went from 34% to 66%.​This is one of the two case studies I'll be discussing with Jonathan R Bland next Thursday at 4PM CET / 10AM ET.​Join us live to learn:​- The step-by-step process Jonathan and his team used to double marketing-sourced revenue​- What do you do if you're selling high ACV products with long and complex sales cycles​- How to align (and measure) marketing on revenue results?​- How to get the execs on board?​- The minimal viable channel mix to have a successful demand gen program​- An ideal in-house marketing teamRESOURCESJonathan on LinkedIn: https://www.linkedin.com/in/jonathan-r-bland/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI see that many B2B companies still follow obsolete marketing tactics like:1. Inquiry form that doesn't book a meeting with your sales rep2. 8-fields contact form to sign up for the webinar or download an ebook3. Endless sales qualification4. Fake urgency5. Subscribers and contacts that are presented as SQLAll of these create customer friction at every stage of the funnel and lead to missed opportunities.With Darrell we discussed: -The typical customer friction points the majority of B2B orgs have, and how to discover them- How to change the sales-centric mindset of executives?- How to build a master marketing ops dashboard that aligns marketing, sales and executives?- How to measure marketing improvements in B2B companies with long sales cycles?- The right metrics to measure marketing performanceRESOURCESDarrell on LinkedIn: https://www.linkedin.com/in/darrellalfonso/Marketing Operations Course: https://www.martechalliance.com/training-courses/elearning-marketing-operations

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere are the 8 reasons why companies don’t do thought leadership on LinkedIn.1. Lack of big picture: what can I get out from it aside from likes, views, and followers?2. Lack of skillset: I don’t know how to write content.3. Imposter syndrome: I have nothing to share and who’d be listening to me?4. Lack of patience: it will take lots of time and effort until I’ll see the tangible results.5. Time and priority: I don’t have time to write and distribute the content (which always means that it isn’t a priority now).6. Small network: I don’t have a big network so people won’t see my content.7. Compare themselves to the industry thought leaders: I’ll never have that engagement.8. Ego: I can’t deal with the fact that almost nobody will engage with my content in the beginning.We all have been there, done that.The truth is that you don’t need a big network and great copywriting skills to start seeing the results from LinkedIn.Aside from measuring the right metrics (not views, likes, or followers) you need to allocate time for this (I allocate one hour per day) and leverage a simple framework that was used by many much busier executives than me (and, probably, you).I sat down with Tara Horstmeyer who was ghostwriting for the executives from the fastest-growing B2B startups and helped them to build a solid personal brand (aside from generating demand for their companies).Join us to learn:- How to maximize 12 Cs of LinkedIn success- A simple 6-question framework for creating helpful LinkedIn content- How to find the content ideas that will resonate with your target market fast- How to stimulate the engagement with the content and make sure your target accounts will see it- How to find a great copywriter that can ghostwrite for youRESOURCESTara’s website Happy Words: https://www.happywordssell.com/Tara on LinkedIn: https://www.linkedin.com/in/tarahorstmeyer/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOne of the most tech-savvy and advanced markets in Europe is Scandinavia. Scandinavian companies have a high purchasing power, yet, according to Thorstein Nordby, lots of them got stuck in the 2010 inbound marketing playbook:— Create an ebook— Create a landing page — Run ads— Send all the contacts that downloaded the ebook to salesCompanies that do marketing differently there can immediately cut through the noise. Especially, those that prioritize account-based marketing campaigns.In Scandinavia, you have access to the publicly available data like revenue, investments, board members, etc, which simplifies account-list building.While this market seems to be the icing on the cake, it has lots of nuances. These nuances cost lots of money to the new vendors that are entering the market and are not aware about them.I sat down with Thorstein to discuss:- How he lands 70k-150k customers from Scandinavia with account-based marketing programs- How to enter the Scandinavian market without making costly mistakes- How he changes the lead generation mindset of his clients towards revenue marketing.RESOURCES:Thorstein on LinkedIn: https://www.linkedin.com/in/thorsteinnordby/ Nettly: https://www.nettly.co/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelLearning should be about learning the basics in all the fields and learning them really well over and over.Life is mostly about applying the basics and only doing the advanced work in the things you truly love, and where you understand the basics inside out.Naval Ravikant.Most people that know me, say that I’m a very organized and systematic person. But this is a skill I gained, trained, and cultivated, I wasn’t born with it.I believe that tactics are secondary and quickly become obsolete while evergreen principles help to make a sustainable business.I believe that you should always work on strategy, lay out a solid foundation, and then apply specific channel-related strategies.All sprints we run at Fullfunnel.io with our clients include solid work on a strategy, doesn’t matter if it’s an ABM, demand gen, sales enablement, or lead nurturing sprints.Our goal is to help clients to create systematic, predictable, and repeatable processes they can run without our help.This is a mental model I’m lucky I’ve collected early in my career.I’ve interviewed many entrepreneurs and B2B marketing leaders, and all of them have own mental models that helped them to create successful companies.At the beginning of the year, I decided to dive deeply into different mental models successful entrepreneurs use, discovered Naval and Eric Jorgenson who wrote «The Almanack of Naval Ravikant».After reading this book, I paid my son $50 to read the Almanack, make a presentation with the key ideas, learnings, and takeaways as I believe the knowledge from the book can replace years in college.I sat down with Eric to discuss:- the mental models behind successful tech businesses,- how to collect and best apply them,- and how to leverage the wisdom of Naval and other successful entrepreneurs to grow your business.RESOURCESEric on Twitter: https://twitter.com/EricJorgensonAlmanack of Naval Ravikant: https://www.navalmanack.com/Eric’s website: ejorgenson.comEric on Linkedin: https://www.linkedin.com/in/erjorgenson/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere is how Shahin Hoda from XGrowth helped one of their clients generate 26 meetings with strategic Tier 1 & Tier 2 accounts, and generated $1.2 million of sales-qualified pipeline value.Step 1: Account list buildingShahin worked with a client on a list of 100 dream accounts (Tier 1 & Tier 2) that had a high likelihood of success.They passed the list of accounts through the prioritization metrics like the recency data (interaction with a company, common connections, website visits, niche case studies), firmographic and technographic data.The next step was creating a buying committee structure. They ended up with 3 roles: CIO, system engineers, and IT managers.Step 2. Warm-up campaignFor the warm-up campaign, they ran IP-based ads to highlight the IT challenges their strategic accounts faced in 2020 (2 weeks) and the solution to these challenges (2 weeks).They were pursuing 3 goals:- aware strategic accounts about the problem,- aware them about potential solution- aware them about the brand, so the accounts might recognize it during the outreach20 of these accounts had a dedicated ungated landing pages where Shahin’s client again emphasized the challenges and the solution.Step 3. Activation playbook.The activation playbook consisted of 2 parts: direct mail outreach + sales follow-up.Marketing team sent a direct mail box with a pitch where they stated a challenge major APAC tech companies had in 2020, emphasized stress they had during corona with managing team, tech maintenance, etc, and included a bottle of whiskey, glass and the ice maker, chocolate and a band-aid for late night patching their prospects have to do on their servers.Then, sales team did a follow up on LinkedIn, by phone and email.As a result, they booked 26 meetings and generated $1.2 million of sales-qualified pipeline (value assigned by sales).I sat down with Shahin to discuss the nitty-gritty details of this case study, how he has landed clients like DocuSign, Outsystems, Convoso for his company + the specifics of marketing to APAC companies.Listen to the podcast here.ABOUT SHAHIN HODAShahin is the Founder of xGrowth, a B2B growth agency helping organisations close more mid-market and large enterprise deals. He’s making that happen by popularising Account-Based Marketing (ABM) in Australia, working alongside B2B leaders implementing ABM strategies and building predictable revenue engines.When he’s not busy building ABM campaigns, he’s either playing a game of Tennis in the Melbourne neighbourhood of Richmond (which he usually loses) or looking up smoothie recipes (because let’s be honest, who doesn’t like a nice smoothie). In certain circles, he’s also known as the “Growth Sultan”, but that’s a story for another time.RESOURCESXgrowth: https://xgrowth.com.au/Shahin on LinkedIn: https://www.linkedin.com/in/shoda/6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelMost marketing campaigns are doomed beforehand because of naive B2B funnels.​ The B2B companies that still think that their customers have a linear buying process like:​- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA​- Arrived at the landing page and submitted a form or purchased the product​... are burning the marketing budgets.​ The truth is that the decision-making process usually happens in "the dark funnel":​- Communities where your customers ask their peers for the recommendation​- Live events of industry thought leaders​- Social media​Companies don't invest in creating demand and building visibility where the buyers hang out because:​a) They can't attribute it to revenue​ b) They don't understand when and how they can generate leads​ c) It requires investing in demand generation, hiring content marketers, a building owned PR programs that seems to be sophisticated and unpredictable because of the 2 points I mentioned above​Until the company cultivates the lead gen, company-centric approach, these obsolete naive lead gen funnels will exist.​But the best part about this is that it opens the doors to a minor part of small companies that can grow pretty fast because they don't have real competition.​ The only question is how to define the dark funnel?​One of the ways we do it is by running in-depth customer interviews.​I'm going to host a new episode of the Full-Funnel Podcast with Zineb Layachi where we are going to chat about how to run the customer interviews to:​- Refine your ICP and positioning​- Define what influences the decision-making process at your key​- Understand the "dark funnel"RESOURCES:Customer interview worksheet: https://drive.google.com/drive/folders/1idmQO1DSiLAVipVIDhiIGMt-ig5jYOBJ?usp=sharing Descript (transcribe service): https://www.descript.com/ Zineb on LinkedIn: https://www.linkedin.com/in/zineblayachi/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelMany people discuss B2B marketing topics, but very few can share real case studies and talk about those in-depth. And one of them is Yaagneshwaran Ganesh (Yaag), the Director of Marketing at Avoma and the host of #1 B2B marketing podcast "The ABM Conversations Podcast."​Yaag has hosted 80+ episodes and has interviewed Seth Godin, Guy Kawasaki, Rand Fishkin, Jon Miller (Demandbase), Chris Walker, David Cancel (Drift), Sangram Vajre (Terminus), Peep Laja, and of course your host :) on his podcast.​As we both are big fans of philosophy, works of Naval Ravikant, and the book that distilled the best interviews and tweets of Naval called "The Almanack of Naval Ravikant," we decided to consolidate the B2B marketing knowledge Yaag gleaned from his guests, reveal the myths and sharing the world best cases.​Join our live discussion to learn:​The most dangerous content marketing trends in B2B that can destroy business​Mistakes almost all B2B companies make without realizing it​Real marketing programs that work without an army of marketers, fancy tech stack, and 6-figure marketing budgets​How he picks up his content marketing topics, and why he doesn’t believe in the funnel approach to content​How to achieve product-market fit with a lean organization​How to get leadership buy-in and foster cross-cultural collaboration across sales, marketing, customer success and engineering​Yaag on LinkedIn: https://www.linkedin.com/in/yaagneshwarang/The ABM conversations podcast: https://www.yaagneshwaran.com/abm-conversations-podcast/ Avoma: https://www.avoma.com/LET'S CONNECTLinkedIn: https://www.linkedin.com/in/azinkevichTwitter: https://twitter.com/AZinkevich​

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHOW TO RUN DEMAND GENERATION FOR B2B TECH COMPANIESHere is how I create a demand generation program from scratch.​1. Defining target verticals, ICP, and buying committee members I want to engage with​2. Running interviews with people who hold similar roles at the best customers from a selected verticals.Key questions I'd ask:​- How and where do you typically search for the products like ours? What questions do you have? What information you are looking for?​- Where do you ask for recommendations and with whom do you advise?​- Where do you look for the industry and professional information related to your area of duties? What resources do you read regularly? What people do you follow?​- What questions are discussed internally when reviewing different vendors or solutions? What influences your decision?​After this interview, I have a good idea on:​- Channels I'd focus to create the demand​- Content I'd create to create demand, nurture accounts and influence the decision-making process​- People and resources with whom I'd engage and seek for collaboration opportunities as they have my target audience​3. Defining warm-up and activation playbooksThis includes:​- What assets should we create to engage with the target audience?​- How we are going to convert captured demand into sales opportunities?​- Who'll be in charge of warm-up and activation (demand gen team)?​But this is only one approach.​I sat down with Nemanja Zivkovic (https://www.linkedin.com/in/zivkovicn...) , founder at Funky Marketing (https://funkymarketing.net/), to discuss the ins and outs + best practices of running successful demand gen programs.Some questions we've discussed:1. What are the requisites of a successful demand generation program? What should you have in place before starting demand gen program?2. What are the top-3 things that make demand gen program falling down?3. How to create a demand gen strategy?4. Overview of Funky marketing's demand generation strategy.Enjoy.RECOMMENDED COURSES- THE HOUR-A-DAY LINKEDIN ALLBOUND SALES MACHINE (https://fullfunnel.io/linkedin-allbou...) - 6-Week ABM: An actionable account-based marketing playbook and training to consistently land sales opportunities with your dream clients in 6 weeks or faster (https://fullfunnel.io/account-based-m...)WORK WITH FULLFUNNEL.IO (https://fullfunnel.io/consulting/)We help B2B Tech and Service-based companies generate demand and land mid-market and enterprise sales-qualified opportunities with full-funnel account-based marketing.Here is how.1. Marketing and sales audit & marketing plan development.We run the audit to identify the bottlenecks and leaks in the funnel that should be fixed before launching marketing campaigns to prevent wasting time and budget.2. Growth sprints and pilot campaign execution.During the growth sprints we become your team extension and work closely with your marketing and sales teams.Growth sprints include a strategy workshop, set up & onboarding and a small-scoped (4-6 weeks) pilot sprint to train your team, get market feedback fast and develop in-house processes.3. Refining & scaling processes.After a pilot project we help to refine and scale the campaign to other markets and provide ongoing training and support to your marketing and sales team to accelerate revenue and continue full-funnel implementation.Growth sprints to accelerate your revenue:- Account-Based Marketing- LinkedIn demand generation and social selling- GTM strategy- Sales enablement- Demand generation and accounts warm-up- Marketing and sales auditABOUT FULLFUNNEL.IOFullfunnel.io is a B2B marketing consulting company founded by Andrei Zinkevich and Vladimir Blagojevic in 2017We both live and breathe B2B marketing since 2006. Andrei spent 8 years in the enterprise segment working for Kimberly Clark and Biosphere Corporations, and launched his consulting company Getleado in 2013.Vlad worked at Sony, EMC, and Sirris, building, marketing and selling complex B2B products and services until launching his consulting company Scale XL in 2011.After working on multiple consulting projects together, we decided to combine our experience and set up Fullfunnel.io in 2017.LET'S CONNECT- LinkedIn: https://www.linkedin.com/in/azinkevich- Twitter: https://twitter.com/AZinkevich​

Never miss a new episode: https://sendfox.com/lp/mnyll3In the era of automated generic outreach, fresh and creative direct mail campaigns stand out. That was the topic I had a chat about with Carrina Ekvall, who’s running Epicor Software’s field demand marketing team for Americas. Tune in to learn: - About creative campaigns that work in niche industries like manufacturing - How to work with sales to make sure campaigns are impacting revenue - How to develop a revenue-driven strategy for a complex tech solution You can get in touch with Carrina via LinkedIn: https://www.linkedin.com/in/carrinaekvall/

Never miss a new episode: https://sendfox.com/lp/mnyll39 sales-qualified opportunities. 3 closed deals. 10x ACV.These are the revenue results Postindustria AdTech gained 6 months later after launching a demand generation and account-based marketing program with us.But aside from the revenue results, they gained way more important benefits for their business:- A proven and effective process they replicate now in another vertical to scale revenue - Unique positioning and expert position in the AdTech vertical that helps them step out from the competition on the overcrowded software development market- Powerful network and connections that are generating inbound opportunities for them.I sat down with Dmytro Kustov, CMO at Postindustria, who was (and still is) in trenches and was launching a program with me to discuss all the nitty-gritty details like:- How do they create and distribute content to generate awareness and demand in the AdTech market- The crucial factors that impact the success of ABM and demand generation programs- What metrics they are measuring- The key takeaways and learnings after 1 year of running the programsEnjoy!If you are considering launching a demand gen program, check our LinkedIn Allbound Sales Machine playbook: https://fullfunnel.io/linkedin-allbound-sales-machineDmytro Kustov on LinkedIn: https://www.linkedin.com/in/dmytrokustov/

Never miss a new episode: https://sendfox.com/lp/mnyll3This one event brought us as many new leads in a month as a year of work before.This is a testimonial, iRidium mobile CEO Sergey Korolev sent me one month after the 5-day virtual summit I’ve helped them to host in October, 2020.The best part?The event was hosted with just 3 people + a part-time designer, costed less then $2k and generated:- 2320 sign ups- 34 sales-qualified opportunities- 5 new customers right from the batI sat with Anton Kamaev, Commercial Director at iRidium, who was in trenches and the keynote speaker at the event to share with you behind the scenes of organizing and promoting the event, capturing the warm leads and activating them after the event.Enjoy. Sign up to all live workshops here: https://lu.ma/fullfunnelLearn how we can help here: https://fullfunnel.io/consulting/6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/LinkedIn Content Marketing Book: How to generate high-quality B2B leads on LinkedIn without cold messaging: https://fullfunnel.io/linkedin-b2b-content-marketing/Create profitable Linkedin Ads without wasting your budget: https://sales.ricardoghekiere.com/linGet a 30-days extended free trial of a marketing planning ROIplan:https://www.roiplan.io/Follow me on LinkedIn: https://www.linkedin.com/in/azinkevich/Follow me on Twitter: https://twitter.com/AZinkevichAnton Kamaev on Linkedi: https://www.linkedin.com/in/antonkamaev/

Never miss a new episode: https://sendfox.com/lp/mnyll3If you were considering LinkedIn as a prospecting & lead generation, then you definitely should be confused by the different opinions and advice by marketing and sales, and LinkedIn coaches:- Build your personal brand, that’s the way to success- Consistently share the content, deliver the value, and leads will come- Set up automation and reach out to as many people as possible- Slow down and build a relationship with your audienceThese opinions are true and wrong at the same moment.You definitely need a clear sales process that helps to:- Generate demand from target accounts- Running account research- Connecting & qualifying- Tracking the engagement and buying signals- Activating accountsBut you need all of them to have a predictable process!I co-hosted a new workshop with Scott D. Clary, where we share how to build an ALLBOUND marketing and sales machine.I’ve covered the marketing part (warm-up, demand gen, intent data) and Scott covered the sales part (connections, activation, engagement and follow-ups).Just simply following this process in Q1 at Fullfunnel.io, we were able to generate a sales pipeline value close to the revenue of 2020.Sign up to all live workshops here: https://lu.ma/fullfunnelLearn how we can help here: https://fullfunnel.io/consulting/6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/LinkedIn Content Marketing Book: How to generate high-quality B2B leads on LinkedIn without cold messaging: https://fullfunnel.io/linkedin-b2b-content-marketing/

Never miss a new episode: https://sendfox.com/lp/mnyll3How to warm up & land opportunities with target accounts on LinkedIn?Lots of B2B marketers and SDRs will answer this question that way:1. Set up a cadence of connection requests and follow-ups in automation software.2. Reach out to everybody who seems to be a potential customer.This approach is doomed.Don’t believe it?Then let me know when you’ve bought a high-ticket product or service from a random person whom you don’t know just from a cold outreach?I have a completely different approach for account-based marketing on LinkedIn:1. Warming up the buying committee from target accounts2. Expand my network with ICP3. Run demand generation campaigns4. Look at buying signals and intent data5. Add warm accounts to one of our activation playbooksI’ve co-hosted a new webinar with Ricardo Ghekiere, head of paid acquisition at Upthrust, where we showed the entire framework and discussed:- ​How to create a LinkedIn demand generation funnel- How to warm up target accounts- How to recognize the buying signals you can use for activation- How to refine and accelerate LinkedIn demand generation funnel with LinkedIn adsСсылки: Sign up to all live workshops here: https://lu.ma/fullfunnelLearn how we can help here: https://fullfunnel.io/consulting/6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbook/LinkedIn Content Marketing Book: How to generate high-quality B2B leads on LinkedIn without cold messaging: https://fullfunnel.io/linkedin-b2b-content-marketing/Create profitable Linkedin Ads without wasting your budget: https://sales.ricardoghekiere.com/linGet a 30-days extended free trial of a marketing planning ROIplan: https://www.roiplan.io/Follow me on LinkedIn: https://www.linkedin.com/in/azinkevicFollow me on Twitter: https://twitter.com/AZinkevich