Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel​In the new episode of Fullfunnel Live we're going to cover a hot topic:Why the old SDR model is dead, and how you can replace it with ABSRs (account-based sales reps).We'll cover:- SDRs vs ABSR (account-based sales reps)- How ABSRs collaborate with marketing and their role in account-based playbooks with live examples- Account-to-pipeline-ratio for program planningOn-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/fullfunnel​In the new episode of Fullfunnel Live, we're going to share with you a step-by-step process of account segmentation for ICP development. We'll cover: - The most common mistake when developing an ICP - How to define the tiers in ICP and segment all accounts properly - How to define account qualification and disqualification criteriaOn-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/fullfunnelIn the new episode of Fullfunnel Live we're going to address the most common question we've heard from the GTM teams at the end of the year: "We need revenue NOW".We'll cover:How to define the accounts that are likely to buy your product this quarterTwo sublists for the demand gen, ABM, and salesHow to plan the right activation actions instead of doubling down on outbound and demand capturingOn-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/fullfunnelIn the new episode of Fullfunnel Live we're going to cover the insights from our State of Full-funnel Marketing research and the lessons for 2024.We'll cover:The core B2B marketing challenges and their root reasonsHow to do more with less in 2024The trends (both good and bad) that will impact B2B marketing in 2024On-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/fullfunnel​In the new episode of Fullfunnel Live we're going to cover the transformation process you need to take to move your organization from lead gen and sales-led motion to full-funnel marketing.We cover:10 transformation pillarsThe POWERFUL checklist for a CMODefining the transformation stages and change managementOn-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/fullfunnelThis episode is sponsored by Dealfront (https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnel ) - a European leading intent data vendor. With DealFront you can harness three layers of data – market signals, web visitors, and EU company databases. And there’s no need to worry about compliance. DealFront meets Europe's strict standards, ensuring GDPR compliance competitors can't match.Get a free demo here: https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnel In the new episode of Fullfunnel Live we cover how to launch an ABM pilot.The 1-1-1-1-1-1-1-1-10 frameworkWhat your pilot program must includeThe minimal viable stackHow to evaluate pilot performance if it didn't drive revenueOn-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/fullfunnelIn the new episode of Fullfunnel Live we're going to cover how to plan ABM for 2024.We cover:How to plan ABM properlyHow is ABM evolving from 2023 to 2024AI in ABM: pros & consTech stack trendsOn-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/blogDavis Potter on Linkedin: https://www.linkedin.com/in/davispotter62/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn the new episode of Full-Funnel Live with Arthur Castillo (Chili Piper) we cover:- How Chili Piper drives awareness through Slack communities: examples of dark social programs- How to measure the success of your dark social & community engagement strategy- How to define engaged accounts and proceed with nurturing and activationOn-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/blogArthur Castillo: https://www.linkedin.com/in/arthur-castillo/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn the new episode of Fullfunnel Live we're going to cover how to run a B2B customer research to support your GTM strategy with actionable insights.We'll cover:What types of customers should you select for customer research?What questions do you need to ask?How to process the collected data and refine your GTM strategyOn-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/fullfunnelIn this Episode Andrei Zinkevich (Fullfunnel.io) and Leanne Chescoe (Demandbase) cover:How to go from siloed teams to revenue-driven organization: 2 levels of marketing and sales alignment.How to develop joint marketing and sales playbooks: real examplesHow to start a revenue acceleration journey from scratch and how to scale the processesThe significance of data and analytics in the collaborative journey of sales and marketing.How businesses can use data-driven insights to make informed decisions and drive revenue growth.The benefits of marketing automation tools and sales enablement platforms in streamlining processes and improving collaboration between sales and marketing teams.The importance of open communication and a feedback loop between sales and marketing teams. Share strategies for fostering better communication and collaboration.RESOURCESOn-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/blogLeanne Chescoe оn Linkedin: https://www.linkedin.com/in/leannechescoe/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelThe Social selling "playbook" for most companies (because it's rarely an actual and formalized process) is this by the new episode of Fullfunnel Live we're going to cover with Steffen Hedebrandt, CEO @Dreamdata, the holistic b2b marketing attribution or how to measure B2B marketing the right way.We'll cover:How to see an impact on revenue of all offline and online touchpoints with target accounts and prove the efficiency of a specific programHow to inspect the time it takes from first contact to closed deal and incorporate it when evaluating marketing performanceHow to apply attribution across and between pipeline stages to see what's working where.The revenue report or how to measure what's really importantRESOURCESOn-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/blogSteffen Hedebrandt оn Linkedin: https://www.linkedin.com/in/steffenhedebrandt/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel​In the new episode of Fullfunnel Live, we are going to share a step by step framework we use to develop a joint content creation and demand generation playbook for marketing and sales teams.​You'll learn:- How to get sales buy-in and involve them in demand gen- How to simply content creation involving SMEs- How to systemize content creation and content publishing processes instead of sporadic publicationsRESOURCESOn-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/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this podcast, we're going to discuss what is a Marketing-qualified lead, and why your MQLs don't convert. Next, we will explore an MQL model that will effectively drive pipeline growth. By the end of the video, you'll know how to improve your MQLs and convert more leads!​We cover:​- What is broken in MQL playbook and the real conversion from MQL to sales opportunity we see in B2B companies- ​The correct definition of MQL​- How you'd proceed with MQLs to drive pipelineRESOURCESOn-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/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelTo make marketing and sales work together, make sure you’ve scheduled these 4 sync meetings.1. 𝐖𝐞𝐞𝐤𝐥𝐲 𝐣𝐨𝐢𝐧𝐭 𝐜𝐚𝐦𝐩𝐚𝐢𝐠𝐧𝐬 𝐫𝐞𝐯𝐢𝐞𝐰 𝐦𝐞𝐞𝐭𝐢𝐧𝐠.Agenda:- Leading indicators report for every joint campaign- Wins: what moves us forward?- Challenges: what’s holding us back?2. 𝐀𝐁𝐌 𝐬𝐲𝐧𝐜 & 𝐫𝐞𝐯𝐢𝐞𝐰 𝐦𝐞𝐞𝐭𝐢𝐧𝐠𝐬.Agenda:- Leading indicators report- Target account engagement, updates, and insights collected- Next actions per account- What accounts should be removed from the program- What accounts should be added to the program3. Quarterly sales & marketing planning.Agenda:- Sales pipeline velocity review- Revenue report- Retrospective of all joint campaigns- Next quarter planning: goals and metrics4. 𝐆𝐓𝐌 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 & 𝐬𝐚𝐥𝐞𝐬 𝐚𝐥𝐢𝐠𝐧𝐦𝐞𝐧𝐭 𝐦𝐞𝐞𝐭𝐢𝐧𝐠.Depending on the maturity of your organization, host this meeting at least twice a year.Agenda:- Goals, challenges, and bottlenecks company currently faces- Key initiatives and priorities- Target markets and market segments- ICP including- Target verticals,- Buying committee structure- Account qualification and segmentation criteria- Firmographics- Buyer journey and actions to address it: from business and demand triggers to decision-making.- Positioning and value proposition--There are multiple reasons why marketing and sales don’t work together. But one of them is not having a regular cadence of sync & campaign review meetings with a clear agenda.Define core joint campaigns.Create a clear agenda.Make sure both teams come prepared.This always leads to innovation and practical solutions to drive revenue.RESOURCESOn-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/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel3 ways to target and warm up B2B buyers if they are not active on social.If you're selling to technical teams or conservative industries, your buyers may not be active on social. Hence, ads and cold outreach are doomed.Here are several ways to reach and warm up them.1. Partner with niche associations and communities.Do a co-marketing activity (event, webinar, panel discussion, market research, etc) making sure that the association or community will help with intros and promotion.One of our clients managed a relationship with an HVAC association to book 23 meetings with technical buyers from target accounts.2. Send highly personalized offers via direct mail.Why direct mail?- Direct mail cuts through the noise of spammy sales LinkedIn and email messages- Relevant gifts grab attention and provoke curiosity- Highly-personalized pitch and the relevant case study make target accounts reply YES just because it’s not standard, and they see you did homework.We have a 100% reply rate for every direct mail outreach campaign we send at Fullfunnel.io. Our clients see positive reply rates of around 40%-60% per campaign.3. Build a peer-to-peer relationship to gain additional insights and ask for introductions.Even if your target buyers are not active on social, there are other departments that might be (sales, marketing, client success, data, etc.).Build a peer-to-peer relationship.Plan co-marketing activities.Ask your peers to connect your team with target buyers.These 3 ways take way more time than launching and running ads and outreach. They seem to be non-scalable.But this is one of the biggest problems B2B companies create for themselves.They look wrong at scalability.Putting $$$ into Ads machine, hiring more SDRs, and investing in automation seems to be predictable and scalable.Emails sent and ads impression - Clicks - Meetings booked - I wish B2B growth was that easy.Scalability comes from focusing on systems that actually deliver results. It requires a long-term mindset and strategy. Even if these systems require a lot of human effort to ignite the engine and maintain growth.There are no shortcuts to growing a B2B business.RESOURCESOn-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/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHow to measure ABM (account-based marketing) and demand gen across the full funnel1. 𝗕𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗮𝗻𝗱 𝗱𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻.- Increased website visits from target accounts- Pricing/demo visits by target accounts- Total time spent and repetitive visits by target accounts- Increased sign-ups to webinars/field events by target + repetitive visits- Newsletter sign-ups by target accountsWe call them engaged accounts (or MQLs) that should be transferred to ABM playbooks, including:- Account qualification- Account research- Accounts in warm-up play𝗢𝗻𝗲 𝗺𝗼𝗿𝗲 𝘄𝗮𝘆 𝘁𝗼 𝗺𝗲𝗮𝘀𝘂𝗿𝗲 𝗯𝗿𝗮𝗻𝗱 𝗮𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗶𝘀 𝗯𝘆 𝗹𝗼𝗼𝗸𝗶𝗻𝗴 𝗮𝘁:- Sales see a higher reply rate- Increased media invites (podcast interviews, gigs, etc) for key stakeholders- Increased brand traffic- Increased mentions in listings like "The top / the best company..."- Increased brand mentions recommending your product on social and in the communities2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗶𝗻𝗴 𝗮𝗻𝗱 𝗮𝗰𝘁𝗶𝘃𝗮𝘁𝗶𝗼𝗻.Look at:Account penetration- Sales opportunities (SQLs)- Win rate- Net new revenue- Sales cycle length- ACV- Self-reported attribution3. Expansion.- # of case studies created- # of new licenses sold- LTV growth- ACV growth- Total expanded revenue---Ultimately, you need to connect the dots and present the revenue report.This is the only thing your executives care about.RESOURCESOn-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/blogDan Cafiero оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this video, we're going to show you how to launch omnichannel ABM campaigns, including paid social and direct buys.Omnichannel ABM campaigns allow you to engage with your customers from multiple channels, which can help you reach your target audience more effectively. We cover:​- Planning and setting up omnichannel ABM strategy​- Selecting the right stack​- Budgeting ABM​- How to create a scoring methodology and use that to prioritize accounts for sales to enable their outreach​- ABM campaigns Dan runs together with salesSTACK MENTIONED- Eloqua - email marketing automation- Linkedin retargeting- Salesforce- Demandbase (prioritization) and display banners- Techtarget - contacts list- Scout - chrome extension- Seamless- Lusha.RESOURCESOn-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/blogDan Cafiero оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this video, we're going to show you how both teams should work together to create effective marketing and sales strategies.By understanding how marketing and sales work together, you'll be able to create effective strategies that will help your business grow! We'll discuss the different aspects of marketing and sales, and show you how to combine them to create a successful marketing and sales strategy.Watch this video to learn:​- Executional marketing and sales alignment: examples of joint campaigns​- How to split the responsibilities in the playbook​- How to control playbook's progress​- How to go from one-time campaigns to revenue operationsRESOURCESOn-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/blogStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

In this episode we'll share with Amber Bogie from Reachedesk, with you how to make the CFO say YES to your marketing budget. By understanding how to pitch your marketing budget to your CFO, you'll be able to get the funding you need to achieve your marketing goals.We are covering:- How to present and justify marketing investments- The reports and numbers CFOs are looking for- How to improve marketing & CFO relationshipRESOURCESOn-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/blogSHORT SUMMARY𝐇𝐨𝐰 𝐭𝐨 𝐣𝐮𝐬𝐭𝐢𝐟𝐲 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐢𝐧𝐯𝐞𝐬𝐭𝐦𝐞𝐧𝐭𝐬.𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐩𝐮𝐫𝐜𝐡𝐚𝐬𝐞 𝐧𝐞𝐰 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞:- Ask for a trial- Run a pilot campaign or create a process/automate existing process- Document it- Show positive signals- Connect outcomes to revenue.E.g. Sales enablement software helped to identify engagement from the target account. Sales sent timely follow-up and booked a meeting with a target decision-maker and champion.𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐫𝐮𝐧 𝐚 𝐧𝐞𝐰 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐫𝐨𝐠𝐫𝐚𝐦:- Start on a shoestring budget and track positive signals- Document it- Compare to other programs and explain what goals it helps to achieve or what challenges it solves- Make a forecast demonstrating the impact on sales pipeline velocity or revenue𝐈𝐟 𝐲𝐨𝐮 𝐰𝐚𝐧𝐭 𝐭𝐨 𝐛𝐫𝐢𝐧𝐠 𝐚𝐧 𝐚𝐠𝐞𝐧𝐜𝐲:- Ask the agency to dive deeply into your business and come up with a personalized program, not a standard offer- Document the responsibilities of an agency- Make a forecast with the agency demonstrating the impact on sales pipeline velocity or revenue- Compare agency costs to salaries of in-house marketersThe moral of the story:Tie every investment to revenue.Amber on Linkedin: https://www.linkedin.com/in/amber-bogie/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelRESOURCESOn-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/blogJoin me and Stapho Thienpont sharing our experience of building efficient ABM teams and getting support from sales.​We cover:​- How to present playbooks to sales​- Exact ways marketing should support sales with examples​- Role of sales in the account-based marketing and salesSUMMARYHere are 5 reasons sales push back collaboration with marketing, don't support marketing campaigns, and 7 steps to handling it.1. Protective mindset.Sales believe their core asset is their network. Hence, they are unwilling to share contacts or make intros assuming their relationship can be "stolen".2. Marketing has no product and market expertise.When sales talk to marketing and see they don't really know the target market, ICP, product value, and competition, they treat marketing as an "arts and crafts department."3. Different KPIs.When sales have sales quota pressure and outbound KPIs, any new program or initiative feels like a burden that distracts them from the primary goal.This goes even more extreme in companies where sales don't hit revenue quota and see how marketing celebrates hitting MQLs.4. Marketing campaigns are not tied to revenue and don't contain a clear list of tasks, responsibilities, and timelines.No one in sales wants to do "demand gen", "ABM", "content distribution", or help with anyother marketing campaign if they don't clearly see how:- The campaign will impact the pipeline and revenue.- Their responsibilities and tasks- Campaign timeline5. Marketing doesn't understand the sales process and pipeline status.If marketing doesn't initiate regular pipeline overviews and conversations with sales about the challenges they face in the trenches, sales believe that marketing doesn't care about it.Hence, what's the point of collaborating with them?Here is how to handle the issue and turn marketing and sales into a revenue function.1. Make both functions revenue-responsible.2. Get alignment about goals, challenges, ICP, buyer journey, value proposition, marketing, and sales processes.3. Fix knowledge gaps.4. Define a small pilot team (1 marketer and 1 SDR) that will work on a shared playbook on one market and vertical.5. Reduce their revenue quota and make sure they have enough time to commit to the new programs.6. Document and share results with the entire team.7. Scale the function.---The growth of a B2B company heavily depends on the collaboration between sales and marketing.These two functions have different responsibilities, but the same goal – revenue.Primary marketing responsibilities:- Creating awareness- Generating and capturing demand- Supporting sales with engaged accounts and intent triggers- Helping sales to accelerate the sales cycle and influence the decision-making processPrimary sales responsibilities:- Connect and build relationships with target accounts- Start conversations about a potential collaboration with engaged accounts- Expand the business with existing customers by expanding, upselling or cross-sellingStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

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/blogRESOURCESTExample model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0Budget split between create + capture: https://www.linkedin.com/posts/samkuehnle_marketing-digitalmarketing-demandgeneration-activity-6942091873549221888-EfpV/Paid search analysis walkthrough: https://www.linkedin.com/feed/update/urn:li:activity:6900057641561714688/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6900057641561714688%29Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH1. 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. RUN 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. CATEGORIZE DEMAND TOPICS1. B𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐭𝐡𝐚𝐭 𝐜𝐚𝐧 𝐩𝐮𝐬𝐡 𝐲𝐨𝐮𝐫 𝐛𝐮𝐲𝐞𝐫𝐬 𝐭𝐨 𝐬𝐞𝐚𝐫𝐜𝐡 𝐟𝐨𝐫 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.2. D𝐞𝐦𝐚𝐧𝐝 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬: what can attract their interest and motivate them to learn more about the problem or an opportunity?3. 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐢𝐧𝐠 𝐚𝐧𝐝 𝐞𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐧𝐠 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.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. LAUNCH A PILOT CAMPAIGNDon’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* 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. OPERATIONALIZEAfter your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A REPORTAdd 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. GRADUALLY LAUNCH AND DOCUMENT NEW DEMAND GENERATION AND DEMAND CAPTURING CAMPAIGNS.10. DOCUMENT AND 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.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me, Stapho Thienpont, and Stef Hamerlinck, brand builder at Alan sharing:- The step-by-step process of creating a B2B brand strategy with examples from Alan: raising $490mln, growing to $258mln ARR and acquiring 20k customers in 3 countries.- How to make sure people recognize and connect with the brand at every stage in the funnel- How to make media talking about your brandRESOURCESTOn-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 OVERVIEWHere is how we develop a brand strategy for B2B tech companies(Fullfunnel overview).1. 𝐈𝐂𝐏 (𝐈𝐃𝐄𝐀𝐋 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐏𝐑𝐎𝐅𝐈𝐋𝐄).You need to understand:- who is your ICP,- what problems your product solves for them- what goals or results your product helps to achieve- how do they buy and what influences their decisions- how and where do they learn (channels and platforms), what matters for them, and what can attract their attention.Enrich your ICP with 3 pillars:- Firmographics and account qualification- Buying commitee- Buyer journey2. 𝐁𝐑𝐀𝐍𝐃 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘 𝐏𝐈𝐋𝐋𝐀𝐑𝐒.- 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐚𝐧𝐝 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐝𝐞𝐬𝐢𝐠𝐧.Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).- 𝐕𝐚𝐥𝐮𝐞 𝐏𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧.What makes your brand different from alternatives and competition? What value it provides that others don’t?- 𝐁𝐫𝐚𝐧𝐝 𝐕𝐚𝐥𝐮𝐞𝐬 & 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬.What’s the value or principles your brand translates?Examples:- Full-funnel marketing instead of lead gen.- Building marketing function aligned with the buyer journey.- 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐞𝐬𝐬𝐚𝐠𝐞.What are you going to say to distribute your positioning and value prop?How can you educate your ICP and create demand for your product?3. 𝐃𝐈𝐒𝐓𝐑𝐈𝐁𝐔𝐓𝐈𝐎𝐍.All previous pillars are useless without appropriate distribution. Develop the distribution strategy to communicate to ICP including:- Content marketing- Thought leadership- Paid distribution- Media- Sponsorship- Events- Internship / Social activitiesStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode I will tell you how to unlock the power of intent data and use it to determine who is engaging with your brand and what they're looking for. By understanding the intent of your audience, you can create more effective marketing campaigns that truly resonate with your target audience.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/blogHow to use intent data to source ABM programs with the engaged accounts. 1. Define key sources of the intent data. At Fullfunnel.io we use: - Albacross to identify accounts that have visited our website- LinkedIn engagement data- [Paperflite](https://www.linkedin.com/company/pape...) to capture the demand and track bottom of the funnel content engagement- Mention tracking specific intent keywords (e.g. ABM agency, ABM consultant Don’t add a lot of sources, but rather focus on a few that can provide crucial insights for your business. 2. Filter the account through qualification criteria. Our marketer filters all the new accounts through the account qualification criteria and applies one of three tiers for each of the qualified accounts. 3. Run account research and fill in the tracking spreadsheet. As the next step, we collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee. 4. Define engaged accounts and add them to CRM. Marketer applies engagement criteria, and if the account passes the engagement threshold, the marketer saves it to CRM. 5. Refine the process with SOPs. We create detailed video instructions explaining every step, so any team member can pick it up at anytime 6. Report frequency. In our case, we collect the data on a daily basis and ask the marketer to send the account engagement report on a weekly basis.---Intent data without clear processes for using it is useless. Your team might get excited about it initially but will start ignoring it in a few weeks. Focus on a few sources and tools, create SOPs, and make sure everybody knows how to use them before adding more sources and overwhelming your team.Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Jim Gilkey from Terminus sharing: ​- Live examples of the research cascade method​- How marketing and sales should collaborate when running ABM campaign​- Real ABM playbooks and case studiesRESOURCES- Account-based beverages podcast: https://www.accountbasedbeverages.com/- Terminus: https://terminus.com/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/blogTHE RESEARCH CASCADETo generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.ABM stands for personalized solutions to companies with a clear need or challenges your product solves.Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.Next, leverage the research cascade method.1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Collect and analyze all publicly available information about target accounts' key initiatives and strategy.Here are the main sources:- press releases- interviews with chief executives- roadmaps- corporate reports- earning calls2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Research the buying committee and collect insights about how they might be involved in the key initiatives.Here are several things you need to pay attention to:What's their role and area of responsibility in the stated key initiative or strategy?- KPIs/OKRs- Challenges- Goals3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.Fullfunnel.io example from selling ABM sprints:Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.Sales: Hit revenue targets faster by winning deals with enterprise accounts.4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.Write down short (I recommend one-page docs) personalized solutions for every buying committee member.Include:- Context- How exactly your product helps to achieve their goals or solve the challenges- Relevant social proof5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).Create a multichannel warm-up and activation program with sales.Include:- Social engagement and selling- Personalized ads- Content hubs- Content collaboration- Direct mail swags- Micro-eventsKeep in mind.ABM is not about volume.ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode we are covering: - The consolidated revenue report that demonstrates marketing impact on pipeline and revenue - How to measure different ABM campaigns - How to measure B2B demand generation and intertwine it with the revenue report. RESOURCESOn-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/blogHOW TO MEASURE B2B MARKETINGB2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.REVENUE METRICS.1. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.2. 𝐖𝐢𝐧 𝐫𝐚𝐭𝐞If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.3. 𝐒𝐚𝐥𝐞𝐬 𝐜𝐲𝐜𝐥𝐞 𝐥𝐞𝐧𝐠𝐭𝐡.When the sales cycle length decreases, you are accelerating revenue.4. 𝐀𝐂𝐕 (average contract value).5. 𝐒𝐚𝐥𝐞𝐬 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲.Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.If this metric is growing, it proves that you:- target the right accounts,- have a marketing message-market fit,- good buyer enablement- no friction points in the buying process.6. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐎𝐈.Demand or brand activities can't be measured by sales opportunities or CAC.Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.You need to have a holistic approach.PIPELINE METRICS7. 𝐄𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.8. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐬𝐚𝐥𝐞𝐬-𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬.BRAND METRICS.9. Inbound opportunities.10. Media invitesPodcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.11. Brand traffic and brand mentions.Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.---Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same. That being said, every campaign you run should have its own set of metrics.Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/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/blogJoin me, Katie Ray (metadata.io), Nick Bennett (Alyce), Arthur Castillo (Chili Piper), and Stefan Smulders (Expandi) sharing our experience of building great & engaged B2B marketing communities.We are covering:- How to develop a community strategy, differentiate it, and incentivize people to join it and engage- How do you decide the type of content you want to source and how to incentivize creators?- How to leverage the community to support and grow your business without spam & promos. What are reasonable expectations to set for the business on when to expect "results"? - How to measure success?Vladimir 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/fullfunnel​We're going to present:​- The evolution of a marketing role in B2B companies selling high ACV product​- Planning and prioritizing marketing programs​- Getting a real alignment with senior leadership and sales​- Change management required to launch a full-funnel marketing strategyOn-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/blogThe State of Full-Funnel B2B Marketing or 7 lessons for planning 2023.1. The role of B2B marketing is full-funnel, not TOFU, MOFU, BOFU or lead gen.Buyer journey is not linear, hence your marketing shouldn't be.Align your marketing with demand and business triggers and maximize touchpoints with buyers across the channels they use for education and research.2. Measure marketing across the full funnel with blended analytics, not by MQLs.There are lots of interactions and touchpoints that can't be measured by attribution software. Measure marketing performance and impact on revenue by cohesive analysis of:- Leading indicators for every campaign- Self-attribution- Digital traces- Customer interviews3. Cohesive models instead of siloed functions.Don't try to launch siloed functions and compare them (e.g. demand generation vs ABM). Every function has its own role, hence you need a cohesive model.Example:Demand generation = create awareness and demand in a target market.ABM = warm up and activate engaged accounts.4. Prioritization and focus are the keys to successful marketing.Tech companies are laying off their employees. Budgets are cut. Every cent invested in marketing can be questioned.You don't need 50 tactics to hit revenue targets.Excel at 5-7 making programs, allocate 80% of your time and budget, and leave 20% for experimentation.5. Change management is the biggest bottleneck for implementing full-funnel marketing.Even if everybody in your organization agrees with the points above, but your company still deals with:- Lack of patience and commitment when launching new programs- Measuring every campaign by leads- Skipping fundamental strategy steps such as ICP, marketing message, account research, and jumping into tacticsYou need to foresee time for change management.Make sure to regularly train and onboard senior leadership until you'll get a full support and buy-in.6. Align with sales on playbooks and pipeline.Marketing is not a sales assistant or order-taker. But marketing is not a siloed function as well.Make sure you have a clear alignment with sales on:- GTM strategy- List of target accounts- Lead definition and leads handoff process- Regular pipeline review- Playbooks for warming up and activating target accounts7. Reduce friction points to shorten the sales cycle and improve buyer experience.Make sure you have everything buyers want to see:- Pricing- SDRs calendar- FAQs- Clear product overview and description- Case studiesToo many opportunities are killed in advance or have a longer cycle because of unnecessary friction points you can easily remove.Vladimir 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/fullfunnelJoin me and Jim Kanichirayil sharing a live case study of account-based sales including:- Results from implementing full-funnel ABM in sales- How sales people can leverage ABM on LinkedIn framework- ​How marketing can involve sales in demand generationResources:Video overview of Jim’s process: https://youtu.be/6eMa-xTgdWEJim on LinkedIn: https://www.linkedin.com/in/drjimk/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Full-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/events

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Vladimir Blagojevic sharing our cohesive demand gen and ABM model including:​- How to identify engaged accounts to transfer from demand gen to the ABM team- How to activate engaged accounts- How to blend both programs and create an evergreen processOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Full-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsCOHESIVE ABM AND DEMAND GEN MODELDemand generation = creating awareness and demand on a target market.ABM = warming up and activating engaged accounts. During Fullfunnelverse workshop I hosted last week with Vladimir Blagojević one of the most popular questions was: How to merge demand generation and ABM? Here is how I see it. 1. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 creates a pool of engaged accounts that are curious about your product. 2. 𝐈𝐧𝐭𝐞𝐧𝐭 𝐝𝐚𝐭𝐚.You can leverage different sources of intent data to spot these accounts, including: -Website traffic reveal software-Social engagement-Demo/product webinar sign-ups-Engagement with product-related content hubs-Comparison on G2 or Capterra, etc 3. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐭𝐡𝐫𝐞𝐬𝐡𝐨𝐥𝐝. Before adding these accounts to the ABM program, you need to make sure they are engaged enough Example: -An account spent more than 30 minutes on the website checking the product page and, at least, one of the case studies.-Somebody from the buying committee signed up for the product webinar. 4. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 / 𝐈𝐂𝐏 𝐦𝐚𝐭𝐜𝐡𝐢𝐧𝐠. Tier 1 accounts (highest revenue potential): 1-1 highly personalized campaigns Tier 2 accounts: vertical-based and job-role based personalization. Tier 3 accounts: vertical-based personalization.Retargeting and automated activation (e.g. LinkedIn conversational ads).I believe that Tier 3 accounts should be generated via demand generation programs. 5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧. Even if the account matches ICP criteria, are there any other factors that can tell us that this account is a bad fit? Examples: - SaaS with pricing of less than $100 per month- decision-maker with a sales background- less than 200 SKUs in the portfolio 6. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡. We collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee.This is crucial before defining how to market to every specific company and what warm up tactic to use. 7. 𝐖𝐚𝐫𝐦 𝐮𝐩. Our favorite ways to warm up accounts include 1-1 interaction with the buying committee members, including: 1. Content collaboration (podcast, research, roundups).2. Events.3. Social engagement. 8. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧. The last part is matching the insights we collected from account research and warm-up program, and creating completely personalized proposals for every buying committee member. This is where you can leverage a creative outreach (we love to send direct mails). If the deal is won, we move it to client success. When a client achieved the desired result, you can start an expansion campaign.If the deal was lost or it is stalled, you'd continue nurturing the account with your demand gen program and non-sales touches.Vladimir 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/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

Never miss a new episode: https://sendfox.com/lp/mnyll3How can one decision 4X your average deal size — and set you apart from your competitors? It’s definitely not about trying to be everything to everyone. It’s about narrowing down to in a well-defined subsegment of the broader market.It’s about becoming the “big fish in a small pond”. Tune in to listen to the ins and outs of this strategy from Frans Vanhaelewijck, who’s been a product-oriented CEO of tech companies since 2001 and now runs Q1.6, a remote patient monitoring solution for the pharmaceutical and medical device industry. You’ll learn: - How to recognise the symptoms of a “nice to have” segments, and pick the most promising one to focus on - How to deal with the resistance that the team may have against the change in direction - What is the key win against competitors and close clients 10.000 times your sizeIf you have any questions, get in touch with Frans on LinkedIn: https://www.linkedin.com/in/fransvanhaelewijck/

Never miss a new episode: https://sendfox.com/lp/mnyll3HANDS-ON COLD OUTREACH: BEHIND THE SCENES OF CAMPAIGNS THAT HAD 30+% REPLY RATEFrom account list building to outreach personalization – we’ll take you from zero to hero in this practical live webinar.We're covering:- Results from the State of B2B Marketing research- Pre-requisites of successful outreach and 3 layers of personalization- How to use intent data to define prospects for your list- How to personalize your outreach and get replies- Cold outreach campaigns that had 30+% reply rate: detailed overviewVukasin Vukosavljevic on Linkedin: https://www.linkedin.com/in/vukasinvukosavljevic/

Never miss a new episode: https://sendfox.com/lp/mnyll38 BEST LINKEDIN BEST PRACTICES: FROM DEMAND GENERATION TO SOCIAL SELLINGIn the webinar, we covered LinkedIn demand generation, growing your network, automated social selling on LinkedIn, and other best practices you need to keep in mind when generating leads.We’ll be using personalization, dynamic GIFs and images, unique LinkedIn search and targeting tactics, omnichannel outreach, and more.And be sure to keep an eye out for LinkedIn best practice #7 - as it’s one of our most effective lead generation tactics we’ve used. It’s completely unique and almost no one is using it.Here’s what we’ll cover:- Growing Your LinkedIn Network With Your Target Audience- Building a Relationship and Engaging With Your Active Audience- Capturing Demand and Profiling Your Prospects to Come Up With a Personalized Offer- Converting Conversations Into A Discovery Call Without Sounding Like a Robotic Sales Rep- 3 Best Converting LinkedIn Search Tactics That Work Regardless Of Your Niche- LinkedIn Outreach Messaging and Examples That Work- Hyper-Personalized Image Strategy and Sequence Flow That Gets Replies- Easily Replicable OmniChannel Sales Funnel That Uses Multiple TouchpointsReady?Without further ado, we present you the LinkedIn marketing Podcast.Stefan Smulders on facebook: https://www.facebook.com/stefan.smulders.83

Never miss a new episode: https://sendfox.com/lp/mnyll3Today we are going to chat about leveraging Facebook ads in B2B marketing and account-based marketing campaigns with Dennis Yu, CEO at Blitzmetrics.By default, Facebook is considered as a great channel for B2C advertisement or low-ticket B2B products. I want to dive deeply here and discover how can B2B marketers that work for companies with long and complex sales cycles leverage Facebook ads.We're discussing:- How to use FB ads for B2B brands with complex sales cycles?- How to run awareness ads, how to mix them with BOFU content- How to use FB ads as warm-up activity for ABM campaignsRESOURCES AND LINKSLive workshop on YouTube:Join 4000 B2B marketers getting weekly, fluff-free B2B marketing insights: https://fullfunnel.io/marketing-newsletter/If you an iOS user, please, gives us 5-stars on iTunes: https://podcasts.apple.com/pl/podcast/full-funnel-b2b-marketing-show/id1414178538Dennis Yu on LinkedIn: https://www.linkedin.com/in/dennisyu/Blitzmetrics: https://www.blitzmetrics.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3Hello and welcome to the new episode of the Full-funnel B2B marketing podcast brought to you buy Fullfunnel.io and Full-Funnel Academy. This is your host Andrei Zinkevich, and today we are going with Sid Bharath, Co-Founder of Broca - AI content generation software and ex VP of Growth at Thinkific.Today we are going to chat about how AI is going to replace content marketers. Tune in to learn:- What marketers will be soon replaced by AI and why- The key skillset of the future B2B marketer- How Broca is going to hit $1B in revenue- How to protect your product from churnResources:Upcoming live events: https://lu.ma/fullfunnelSign up to Full-funnel B2B Marketing newsletterBroca: https://www.usebroca.com/Sid Bharath on LinkedIn: https://www.linkedin.com/in/sidbharath/

Never miss a new episode: https://sendfox.com/lp/mnyll3What can we learn from an enterprise ABM program that generated a multimillion pipeline?We really need to stop thinking about ABM as IP-based ads or enterprise leadgen.That is, if you’re looking to scale revenue.There are so many other plays and strategic elements with a higher ROI.This is the topic I had a pleasure of chatting with Fes Askari, the Director of Sales & Strategic Accounts at strategic ABM, an Account-based Marketing (ABM) Agency from London, with B2B tech client clients like CommScope and Cloudflare.Tune in to learn:- What’s the essence of ABM- What are the best ABM plays (including one that helped Acxiom Created a £1.5m Pipeline in 120 Days and grew beyond)- Which are the three levels of account research to use to personalize your campaigns and engage more account?Connect to Fes on LinkedIn https://www.linkedin.com/in/fesaskari/ https://www.linkedin.com/company/strategicabm/Check out the case study he spoke of during the interview: https://insights.strategicabm.com/video-case-study-acxiom-abm-sales-pipeline

Never miss a new episode: https://sendfox.com/lp/mnyll3How can marketers help their companies stand out in the sea of sameness?“We discovered that everyone is telling a similar story. They’re using the same words, the same product descriptions, the same jargon, the same ‘Why us?’ story…” These are results of the research that Stacey Danheiser and Dr. Simon Kelly performed for their new book: “Stand out marketing: How to differentiate your organisation a sea of sameness”. When every company sounds the same, customers end up confused about why to choose your product / solution over another and they often just choose the cheapest option. Instead of tackling this root problem, companies just keep doing more… More advertising, more social media, more content, more cold calls...But how can marketers help their companies overcome this? It turns out, ‘copycat marketing’ is completely avoidable. Tune in to learn about the 5 key competencies that you and your team need to develop in order to help your organization stand out, add more value to customers and uplevel your career. Learn more about their book at: https://www.shakemktg.com/standoutmarketingConnect to Stacey And Simon on LinkedIn: https://www.linkedin.com/in/staceydanheiser/https://www.linkedin.com/in/dr-simon-kelly-b858aa/

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode I'm talking to Steve Watt, marketing director at Seismic and the author of ABM course at CXL about:- All the ABM myths created by enterprise vendors- The proven ABM plays that can be executed fast and on a shoestring budget- The 2 quick campaigns that can skyrocket your sales pipeline- The fastest way to get a buy-in of sales and executives- How to embed ABM into your marketing strategy without significant changes in your team and processes- How to develop a real alignment between marketing and salesThere are lots of ABM myths created by enterprise martech vendors. Some of them are:I'm not sure we can afford ABM as it requires a huge budget and resources. It's not affordable for SMBs.We are not that advanced to start ABM.We don't have enough resources to create personalized content for all buyer personas.ABM is not scalable.Actually, it doesn't surprise me.99% of ABM content is produced be enterprise Martech vendors, where they share examples of ABM plays that require:- 6-figure stack- Big team of content creators, designers, marketers, SDRs, AEs, etc- Long timeline to orchestrate and execute the campaignAll of this is a bulls..t, and I tried to prove it with a recent case study about the ABM campaign (https://fullfunnel.io/abm-campaign/) that generated $300k in sales with $5k and 2 people.To push things further, I've invited Steve Watt, marketing director at Seismic and the author of ABM course at CXL. Let me know in the review if the episode was helpful.Steve on LinkedIn: https://www.linkedin.com/in/stevewatt/

Never miss a new episode: https://sendfox.com/lp/mnyll3Hello and welcome to the new episode of the Full-funnel B2B marketing podcast brought to you buy Fullfunnel.io and Full-Funnel Academy. This is your host Andrei Zinkevich, and today we are going to chat about account-based marketing with Adam Goyette, VP of marketing at HelpScout.ABM has lots of myths, and one of them is that ABM is a privelege of enterprise companies that can afford expensive tech stack, throw bucks into ip-targeting and hiring an army of content creators.I recently made a survey and here are the most common questions B2B marketers have:- Knowing how to, with a limited budget, target the exact people we want and building the right workflows which nurtures them- Uncertainty around the effectiveness of this approach.- Not clear how to align sales & marketing teams around a central playbook- What should I do more than engaging with prospects content and how to implement more advanced tech solutions?We are going to reveal the myths and share with you proven ABM plays that work. Here's what you'll learn:- What should everyone in the B2B marketing space STOP doing regarding account-based marketing?- How to get a buy-in of c-suites and sales to shift to ABM?- How to align marketing and sales around central playbook? HelpScout and G2 examples.- Key metrics to track the campaign efficiency- How to develop ABM content strategy- How to blend paid and organic outreach into one strategy- The best activation playbooksLinks:Full-funnel community:- 76+ Growth Marketing Tactics: https://marketingreschool.com/101-growth-hack-list- Marketing re-school: https://marketingreschool.com/- Adam Goyette on Linkedin: https://www.linkedin.com/in/adam-goyette/

Never miss a new episode: https://sendfox.com/lp/mnyll3Steven is an expert in customer experience in a digital world and an entrepreneur. He is a co-founder of the inspiration firm Nexxworks and the co-founder of content creation company Snackbytes.Steven gave about 1.000 keynote speeches about customer relationships in more than 40 countries and wrote four bestselling books. His recent book 'Customers the day after tomorrow. When Digital Becomes Human" received the award of 'Best Marketing Book of 2015'. Over 130.000 copies of his books were sold.In this episode, you'll learn:- What's broken in modern digital customer relationship processes- Digital convenience checklist and the warning signs that your business is in trouble- Four pillars for creating an irresistible offer and win the hearts of your clients- How to conquer commoditized insurance marketing by listening to your customers and refining your sales offer- 2 SaaS companies that nailed the client success processLinkedIn: https://www.linkedin.com/in/stevenvanbelleghemWebsite: https://www.stevenvanbelleghem.com/CS stack Steven likes: Hellocustomer - https://www.hellocustomer.com/en/, Showpad - https://www.showpad.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3Imagine having a 600X multiplier for a sale: selling once, but having 600 deals come out of the sale. That can be the power of a successful channel partner strategy - and is the dream of many B2B tech executives I speak to. But getting a successful channel partner strategy off the ground is really hard. This is the topic I discussed with Angelo Santoro, the founder and the CEO of Energis.Cloud. Tune in to learn: - How to scale a complex B2B company internationally through channel partners- The difference between real and fake partners (and why partner qualification is key) - How do you get from signing a partner deal to them actually starting to sell for you?Packed with practical insights built over the years, this episode is a must-listen for anyone considering selling via channel partners. Energis.Cloud: https://www.energis.cloud/ Angelo Santoro’s LinkedIn: https://www.linkedin.com/in/angelo-santoro-46b8007/

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you win against big companies such as Microsoft? That was the topic that I got a chance to discuss with Paul Van Coillie, the founder and the CEO of Arco Information.Arco Information started before internet became mainstream, and the company is still going strong in one of the most competitive markets of digitalizing paper-based processes.What made Arco competitive throughout all these years? They focused on narrow verticals, and they came up with simple, creative ways to engage their audience — even in virtual events. Tune in to learn: - How to get 90% of people to show to your online events (and how to make sure they stay engaged)? - How to choose which sectors to focus on? - How do you adapt your communication to make them specific to the sector and the target functions? Arco’s website: https://www.arco.be/Paul’s LinkedIn: https://www.linkedin.com/in/paul-van-coillie-270b0/

Never miss a new episode: https://sendfox.com/lp/mnyll3Too much competition? Here is how a B2B company can create and market a new category. That was the topic that I got a chance to discuss with Alexander Carpentier, the CEO of Esoptra.I’m a big fan of what Andy Raskin calls “name the new game”.Instead of merely attacking the problem (as most B2B brands do), you attack the status quo, the “old game”. You are effectively naming the reason your competitors are becoming obsolete AND introducing a sense of urgency. “To survive in the newly emerging world”, you say, “what you’re doing today (and what the competitors offer) is not enough. The companies winning in the emerging world play a new game. And our solution is designed ground-up to help you win the new game.Esoptra is “naming the new game” in a world of high-value goods & services : they are introducing a category of Product-Led Communication. Tune in to learn: - How do you come up with a new category? - The problem with a new category is that your prospects are not aware of it. How to educate your market about the new category and create demand for your product? - Educating your customers takes time. How do you shorten your sales cycle?- How do you find early adopters?Thanks Alexander for nailing the topic! Learn more about Esoptra’s new offering: https://www.zaza.rocks/Connect to Alexander on LinkedIn: https://www.linkedin.com/in/alexandercarpentier/

Never miss a new episode: https://sendfox.com/lp/mnyll3How can you build virality in a complex B2B product — even when you’re selling to large organisations? That was the topic that I got a chance to discuss with Kaius Meskanen, the founder and CEO of Choicely on our podcast. Choicely’s doing what Wix and Squarespace did with websites — but for native mobile apps. Thanks to their tech, you can quickly build native apps without any coding. But check out their go-to-market strategy. Here’s a mistake that many B2B companies make. Because their tech could potentially be used by many segments, they try to target as broad as possible. But ‘he who chases two rabbits, catches none’. Choicely realized this early enough. They carefully chose their target segments and built their whole positioning around it.The results? An inherent viraility in their product. An easy answer to one of the biggest sales objections. And as a side-effect, they have been called by some investors “the most entertaining tech company”. I think Kaius has one of the most interesting jobs in tech, with Choicely apps powering events and shows such as Miss Universe, a football cup and a CBS talkshow.Tune in to listen to their story. Learn more about Choicely: https://choicely.com/Kaius on LinkedIn: https://www.linkedin.com/in/kaiusmeskanen/

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Brian is a former environmental and fisheries scientist turned entrepreneur. He is the creator of The Pillar System and author of the book “The Index Card Business Plan for Sales Pros and Entrepreneurs.” His client list ranges from individual sales reps to Shark Tank entrepreneurs and Fortune 500 companies.In this episode you'll learn:- How to persuade executives to shift from focusing on expecting instant results with outbound activities to the activities that will help to generate long-term revenue results- The most critical mistake marketing and sales make when running their campaigns (and it's not an ICP)- Why so many sales folks are not satisfied with sales training they are taking?- 3 things you need to look at to find the 20% of activities that generate 80% of your results- How to identify the root reasons of your sales challenge and fix it- 2 points that make- And the last questions comes to non-sales touches. Most sales have very straightforward approach with a cold outreach trying to book appointments. How to change their mindset that non-sales touches are crititical? What are the most effective NSTs you can share?How to find a right balance between sales and non-sales touches?Download free copy of "How to Use the Pillar System toSimplify Your Strategy and Magnify Your Results": ProductivityGiant.comBrian on LinkedIn: https://www.linkedin.com/in/margolisbrian/

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you grow a high-ticket B2B SaaS company in a highly competitive space to 200 customers, to about 200 customers in 30 countries — without any outbound sales or marketing?That was the topic that I got a chance to discuss with Karel Callens, the founder and CEO of Cumul.io on our podcast. Their secret? Unique market positioning, organic demand generation and customer advocacy - which is a B2B version of brand ambassadorship.Tune in to learn: - How to position your product in a highly competitive market so you stand out and become a natural choice to your customers- What kind of content you need to make to generate awareness and demand for your product- How to turn your customers into ambassadors, who will even join demos with new prospects to help you sell your product This was such a fun episode for me to do, because Karel is such a positive and energetic guy, and a pure joy to chat with. Karel on LinkedIn: https://www.linkedin.com/in/karel-callens-10bb023/ Cumul.io: https://cumul.io/

Never miss a new episode: https://sendfox.com/lp/mnyll3If repeat / recurring business is important for your company, maybe it’s time to drop your sales and marketing teams. Let me explain. If you are like most B2B companies I know, majority of your business will come from 10-20% of you best (repeat) customers. And if this is the case for you too, maybe it’s time to replace individual marketing, sales and customer success teams with a single revenue operation team. Today I spoke with Erwin De Baetselier, the CEO of Luceda Photonics who shares this vision — and has made it a reality. You’ll learn: * How to get the people who are used to working in silos - to switch to revenue operations* Why you should reconsider how you incentivise your sales reps * The main KPIs and who should have a leading role: head of sales, marketing or the client success officer?* The main pitfalls of implementing an integrated revenue operations team* How to (not to) approach a B2B CEO if you’re selling complex products or services?This short 22 minute interview is packed with unique insights. Erwin De Baetselier on LinkedIn: https://www.linkedin.com/in/erwindebaetselier/Luceda Photonics: https://lucedaphotonics.com

Never miss a new episode: https://sendfox.com/lp/mnyll3One of the most difficult business models to get off the ground are double-sided marketplaces. Imagine having to grow one — but to make it extra hard — imagine one side of the market are enterprise customers. And then, imagine that your main lead generation channel has completely dried out (e.g. due to the pandemic). What would you do? That was the challenge that Karel Vanderheyden, the founder and CCO of VIRTEO had to face. Karel was kind enough to take time out of his busy schedule and let me interview him for our Full Funnel Marketing podcast. What did I learn? While most companies turned to mass outreach, Karel executed an elegant ABM campaign. I could have not described the process better: - Define market segments where you have the best chance, and the best case studies - Narrow down even further to nail the ideal customer profile and pick target accounts, one by one- Identify the members of the buying committee - Do background research of the account and the people you want to reach - Reach out to them in a very personalised way And while Karel is modest and calls his approach old-fashioned, I think he totally nailed ABM and that this short 20 minute interview is packed with practical advice that works even in turbulent times we find ourselves in. Karel’s LinkedIn profile: https://www.linkedin.com/in/kvanderheyden/His company website: https://virteo.com

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you go from successful sales to building a revenue scaling machine? Today, I spoke to Omar Mohout, an ex-SaaS CEO with a successful exit, ex and current board member of several prominent SaaS companies like Esoptra, Teamleader CRM, Digipolis Antwerp and LetsBuild, a founder and a mentor of various startup and scale-up programs and platforms and an author of 7 books on growing startups.Today we spoke about the biggest challenge B2B companies face after product-market: going from successful activities and experiments to building a “machine” that can scale. Why? Because they underestimate and misunderstand the role of B2B marketing. They may hire experienced sales people from Oracle or Microsoft in a hope they’ll implement their experience in their company. But what they should be doing instead is: - Base their hiring decision on their actual sales funnel- Understand that the role of marketing is shifting “to the right” (or bottom) of the funnel. From just lead generation to actually influencing the sale and helping moving the deal through the pipeline- When building the revenue scaling machine, validate the assumptions instead of scaling based on unproven assumptions Omar’s LinkedIn profile: https://www.linkedin.com/in/omarmohout/Omar’s books in English: Lean pricing: https://www.amazon.com/gp/product/B0196Q6MCS Corporate venturing: https://www.amazon.com/gp/product/B07DFNFWZM Lea(r)n marketing: https://leanpub.com/learnmarketing Leaving a legacy: increase your social impact https://www.amazon.com/Leaving-Legacy-Increase-social-impact-ebook

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Jared Robin is a seasoned B2B Marketing and Sales Veteran. Like me, Jared started his career in sales in 2006 at FedEx. Right now he is a co-founder of the fastest growing community on the web for B2B professionals: Revenue Genius (link to the community is attached to the podcast description). Community grew to 7k members in 5 month just because of great engagement and word of mouth.Now it has an own magazine, newsletter, and partner with world-known tech brands.So today we are going to nail the community topic: from idea and growth process to benefits for B2B brands.- Why did you decide to create a business community as there are tons of them? Why Revenue Genius?- The question that I’m quite often asked is what is the benefit of running the community for B2B brand?- I was a member of multiple communities and run my own community B2B marketers&founders on Facebook, but RevGen is the most engaged community from my point of view. How to spark this engagement? How to motivate community members to be active?- How much time should you invest into community to make it thriving?- How to get a traction and grow the community? How to motivate members to become ambassadors?- How to generate business opportunities from the community?- What are the critical and most common mistakes that make communities fading?Links:Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin/Revenue Genius community signup form: https://revgenius.typeform.com/to/NGwWNIMi

Never miss a new episode: https://sendfox.com/lp/mnyll3With thousands of products and service providers at your prospect’s fingertips, how can you stand out in this cut-throat competitive, overcrowded market?In today’s world, if you are selling complex B2B products or services, it’s absolutely essential to stand out, in order to consistently win profitable clients that value your expertise. Referrals work, but the pipeline doesn’t feel as reliable as it once did. The market has shifted.That’s why I’m so excited to have Luk Smeyers, the founder of The Visible Authority on our podcast. I met Luk about 8 years ago, while he was the CEO of iNostix, with top corporate clients in their portfolio. What I found astonishing was that he has never had to sell, persuade or negotiate to grow his business. Instead, he was consistently writing, speaking, posting on social media and building an authority in his field — while still having to do anything a CEO has to do to running and grow his business. In this episode, we’ll talk about:- His 1-day a week content machine that wins corporate clients- With so much “content spam” out there, how do you make sure your content will actually resonate with your ideal customers?- How to get your content in front of busy decision makers?Luk on LinkedIn: https://www.linkedin.com/in/luksmeyers/Learn more at https://www.thevisibleauthority.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you double the revenue every 8 months for an enterprise B2B SaaS business?It turns out, not by spending a ton of money on sales and marketing. Last week, I had a pleasure to speak with Maarten Verwaest, the founder and the CEO of Limecraft about the three growth loops that drive your SaaS revenue growth. In this episode of the CEO series of the Full Funnel B2B Marketing podcast, you will learn:* How customer success beats the pants off customer acquisition as a driver of growth (think exponential versus linear)* What it takes to sell to enterprise customers such as BBC or Warner Brothers in a market dominated by incumbents with 1B+ in market capitalization * Why you don’t need aggressive sales targets to create an A-level sales team (and why sales enablement is a better bet)* How to distinguish the “tire kickers” from the serious buyers during the first sales meetingWe’ll also get into the head of a seasoned B2B CEO when he acts as a buyer of complex B2B products and services. You can connect to Maarten on LinkedIn at https://www.linkedin.com/in/maartenverwaest or Twitter at https://twitter.com/maartenverwaestLearn more about Limecraft at https://limecraft.com

Never miss a new episode: https://sendfox.com/lp/mnyll3“It’s almost impossible to get any kind of attention amidst the flood of Covid-driven desperate marketing attempts by everybody”This was one of the 76 responses we got from B2B executives we spoke with since the Covid-19 crisis hit.B2B buyers became more critical than ever, and competition has never been as fierce.And yet, we’ve seen outreach campaigns with north of 37% response rates.What do successful companies do different than others?What are the critical mistakes that B2B companies make that rob them of results?Why are so many companies complaining about the quality of leads - while others get opportunities talking to them without even considering competitors?These are the topic we’re discussing in our new episode of Full Funnel B2B Marketing show.Andrei Zinkevich on LinkedIn - https://www.linkedin.com/in/azinkevich/Vladimir Blagojević on LinkedIn - https://www.linkedin.com/in/vladimirblagojevic/

Never miss a new episode: https://sendfox.com/lp/mnyll384% of B2B buyers start a buying process with a referral. It costs 5 times as much to win a new customer than to retain or upsell an existing one. And yet, most B2B companies focus almost solely on acquisition to drive growth. But here is the worst part. While most companies assume that if a customer is not complaining, that they are satisfied — in reality, 96% of unhappy customers don’t complain and up to 91% of those will simply leave and never come back!And still, most B2B companies don’t have a structured customer program in placeThat’s why invited Stefan Kolle, the founder and CEO of Futurelab to talk about B2B customer programs that reduce churn, grow retention and lifetime value. Stefan is one of the pioneers of customer programs.For more than 15 years he and his team help their clients understand the needs of their customers, develop better customer experience, and draw profit from customers’ loyalty and word of mouth. What I really like about Stefan is that although he’s worked with executives in companies like Heineken, Philips and Toyota, he’s all about practical actions and getting things done. We’ll talk about: - The 4 key activities used by successful customer programs to grow lifetime value of accounts, save them from churning, and generate referrals that drive new growth- How to start with quick wins - How to get the rest of your team on board Stefan Kolle on LinkedIn: https://www.linkedin.com/in/stefankolle/ Check out Futurelab’s resource page, it’s jam-packed with valuable content (none of it gated): https://www.futurelab.net/inspiration

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Last year I hosted a corporate workshop for a B2B manufacturing company and asked the CEO and Head of sales to show up. Before the workshop, I gave each of them a clean sheet and asked to write down the #1 goal they are focusing on right now.CEO wrote their goal is increasing share and activating leads from a specific market segment.Head of sales told their goal is hitting the revenue quota.CMO wrote the #1 goal is preparing for the exhibition and updating a website.The next question was about challenges.Sales: Marketing doesn't help us in hitting the revenue quota.Marketing: We don't have any idea what sales and customers need. Sales don't talk to us.This is exactly why I start all the corporate workshops with marketing and sales alignment.If your marketing doesn't help achieve strategic business goals and doesn't help sales to hit the revenue (not leads) quota, your company will always have a growth bottleneck.If sales don't initiate the conversation, then marketing should.Last month I arranged a full-funnel B2B marketing summit where Day 4 was devoted to sales. I talked to B2B sales leaders and asked what kind of help they expect from marketing. It was a blast!The only thing that made me upset: a person who I was looking forward to chatting, Dale Dupree, Founder of The Sales Rebellion, couldn't join us.Now I'm going to fix it and chat with Dale today about sales enablement and his perspective as B2B sales leader on:+ What marketing should be helping sales with?+ How to create a killer sales enablement program from scratch?+ Why lots of executives hate sales?Dale on LinkedIn: https://www.linkedin.com/in/copierwarrior/Website: https://www.thesalesrebellion.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/If you are marketing your product in the US the same way you are promoting in Europe, you will fail.This rule applies not only to the tech startups but mature, established companies. We all know the stories of Tesco, Carrefour, Suzuki, and other well-known brands whose US expansion led to significant losses.Matteo Fabiano researched 300 tech international companies entering the US market and figured out nine common mistakes.- Lack of Focus- Misunderstanding the Market Dynamics- Sample of One (Customer)- Poorly Localized Product- Too Much Focus on Technology- Insufficient Marketing Firepower- Bad Hiring Decisions- Slow Reorganization- Not Understanding Cultural DifferencesMatteo's research motivated me to find a guest for the full-funnel B2B marketing podcast who can explain how to avoid these mistakes and launch your product on the US market successfully.Today I'm going to chat with a seasoned B2B marketer and entrepreneur Ben Baker who runs podcast YourLIVINGBrand.live. - What is the #1 thing you hate about companies that entry US marketing?- What are the most important things about US tech market we should know?- What are the biggest misbeliefs or stereotypes about US market?- Let’s pretend you became a CMO of my new startup ROIplan. What will be your first steps to launch it in US? How will you market it?- How to become an active member of US growth and tech communities if you are miles away?- You commented my latest post on LinkedIn saying that: "The one thing I can say here is that trust is a huge factor right now. People need to believe that you understand them, their needs, their wants and their desires». How to establish trust on US market if nobody know you?We also have some questions from the community:- What are the best practices of marketing B2B services in the US?- What messages resonate with the audience? What can motivate them to buy your product or service?- What are the most common made mistakes in advertising on LinkedIn in the US?Ben on LinkedIn: https://www.linkedin.com/in/yourbrandmarketing/Website: https://yourbrandmarketing.com/yourlivingbrand-live-show/

Never miss a new episode: https://sendfox.com/lp/mnyll3The lowest hanging fruit to scale revenue is to expand business with the existing customers. Yet most B2B organizations ignore it and focus heavily on lead generation.After closing the deal, the customer stays alone with the product, randomly getting product updates and generic NPS surveys.Once you deprioritize the client's success process, you leave money and opportunities on the table. When having a positive experience and tangible results, existing customers are happy to upgrade, buy add-ons, and provide referrals.All you need is to build a process that helps customers get these results while collecting more information about the client's strategic goals and needs to expand the business.Today, I'm going to chat with a good friend of mine and seasoned B2B marketer Dan Gridin, who helps B2B organizations strategically grow the target accounts.You'll learn how to:-- How to identify the best opportunities to grow strategic accounts-- Step-by framework for creating effective account expansion plays-- Real-world examples of effective account expansion programsDan Gridin on LinkedIn: https://www.linkedin.com/in/dangridin/

Never miss a new episode: https://sendfox.com/lp/mnyll3We see a critical shift in marketing, sales, and client success roles nowadays.In the next couple of years, we’ll see T-shaped teams that can wear multiple hats. Marketing will be aligning all the programs with the buying process and will be working with sales on sales enablement and nurturing while running onboarding and deal expansion programs.Sales will be in charge of content creation, driving awareness, creating niche communities, nurturing, and onboarding clients.The client success process will be restructured and ran by marketing and sales.The new reality shows that future teams must be t-shaped and flexible. We won’t see departments in the most progressive B2B companies but will see a one Revenue Operation team where everybody’s goal is hitting the revenue quota.Critical skillsets will be cultivated and developed in-house, technical, and niche-based tasks that will be outsourced or automated with software.What does it mean for B2B marketers?The faster you’ll understand the full-funnel process and become involved in sales and client success, the quicker you’ll make marketing revenue-driven in your company.What does it mean for SDRs?The faster you’ll learn marketing, content, and community creation, the quicker your company will grow.We sat down with the CEO of Refine Labs, Chris Walker to discuss these shifts and the future of revenue operation teams. You’ll learn:- How to determine the revenue operations?- How to pivot your company from traditional marketing&sales to revenue operations?- How to map a go-to-market strategy and develop a RevOps program?- How to generate SQLs with ungated thought leadership?And many more.Chris Walker оn Linkedin: https://www.linkedin.com/in/chris-walker-41597028/

Never miss a new episode: https://sendfox.com/lp/mnyll3How to generate leads on LinkedIn?There are two approaches:Send cold mass outreach playing the game of numbers and praying for the replyBuild a relationship with the target audience, leverage thought leadership for brand awareness and create everyday opportunities for targeted and personalized outreachLast year I published a book called "LinkedIn Content Marketing: How to generate high-quality B2B leads on LinkedIn without cold messaging and ads" that was awarded as the best B2B marketing ebook and was included to 100 Best B2B Marketing Books of All Time by Bookauthority.This book teaches B2B companies the second approach. But fewer people know that a huge inspiration for me to write this book was my friend Stapho Thienpont, CEO of The Marketing Family.Five years ago, Stapho was mastering jiu-jitsu and had no connection with marketing. He runs an agency that helps CXOs and Founders leverage thought leadership to accelerate sales and build a healthy sales pipeline, generating hundreds of thousands in revenue.Today we are going to discuss:* How to maximize the chances of building a steady and healthy sales pipeline using LinkedIn?* What are the most common mistakes companies make with LinkedIn?* Company brand vs. personal brand* How to optimize the LinkedIn profile to generate leads regularly?* How to appear in the newsfeed of your prospects regularly?* What content helps to nurture an audience, build a relationship, and generate leads?Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/Website: https://pod.co/picnic-tmf

Never miss a new episode: https://sendfox.com/lp/mnyll3As you know, the sales process when you are targeting enterprise companies is much longer than average on B2B markets, you’ve several decision makers, you need to have right processes to influence the decision making.So I invited Karl Karafiat, founder of Sleighdogs, and a seasoned entrepreneur who used to sell to companies as Accenture and Mercedes Benz, to dive deeply into the topic and share with you how to influence B2B decision making.What we'll discuss:+ How to acquire enterprise monsters as Accenture or Mercedes Benz+ How to engage with several decision makers+ How to figure out the decision making process in your target account so you can then influence it?+ How to influence the decision making process?+ What to do in cases if one of the decision makers is ready to start the business and another one who wasn’t involved in the negotiation process held the project on pause?+ What are the techniques that can be used to influence the decision-making process in case if you aren’t able to talk with the decision maker?+ In case if target account arranged a tender so you just one of the contractors that applied to win the contract, how to stand out from others and influence the decision making?Karl Karafiat on Facebook: https://www.facebook.com/karafiat

Never miss a new episode: https://sendfox.com/lp/mnyll3Here are 7 features of the great content marketer.1. Before writing any post, he dives deeply into your business, learning about ideal customer profiles, competitors, value proposition, reading reviews.2. He aligns content with the business goals and users' buying process.3. He isn't obsessed with one media or channel and understands how to leverage different channels.4. He knows that distribution is crucial and knows how to distribute content to generate target traffic.5. He knows how to use stories to engage the audience and organically promote your product.6. He focuses on evergreen marketing principles instead of "1-hour" growth hacks.7. He knows how to ask the right questions to extract the needs and interests of your audience and extract expertise from your company's key people to create valuable content.Now, the question is where to find or how to train a great content marketer?I sat down with Louis Grenier, Senior Marketing Strategist at Hotjar, to discuss:- How to hire a great content marketer?- What should be his first steps?- What is the right compensation plan?- What are right KPIs for content marketerListen to the new episode.Resources:https://www.linkedin.com/in/louisgrenier/https://www.hotjar.com/https://getleado.com/podcast/https://getleado.com/podcast-lead-generation/

Never miss a new episode: https://sendfox.com/lp/mnyll3What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running? What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running?Welcome to the new episode of the system B2B marketing show. Today with my co-founder of B2B Marketers&Founders community Ricardo Ghekiere we’ll speak about how to set up the growth experiments the right way.We didn’t choose the topic accidentally.When we spoke with B2B marketers&founders community members, we realized that many companies use 1-2 marketing channels for lead generation but the key to success is always to diversify your marketing activities, test new channels and tools.Companies afraid to waste money and don’t know how to set the experiments the right way.So this will be our main agenda for today’s conversation.Here are a few questions that will be discussed:- What's the biggest mistake companies make when setting up experiments?- When do you need to start building a growth team to start experimentation?- What steps would you recommend to create a growth team from scratch?- What's the latest experiment you ran or are running?Ricardo Ghekiere on Facebook: https://www.facebook.com/ricardo.ghekiereWebsite: https://www.ricardoghekiere.com/

Remember the time you needed to talk to sales rep or support but had only annoying bot?While chatbots can help with providing relevant answers, qualifications, and partial claim resolution, they can't replace humans. Accenture Digital says that 56% of B2B companies claim chatbots are driving disruption in their industry.Why?Because B2B companies delegate the wrong tasks to bots. Tasks that should be executed by humans.That's why, according to Nerdydata, only 0.5% of B2B companies across the globe use bots. The most common reasons not to use bots are:Personal negative experiencePeople don't believe that somebody will read this messageLosing the communication with customers cause you may miss the messagesAt the same time, you can provide 24/7 support, book meetings with sales while the team is offline and help to find answers.In the new episode of Full-funnel marketing podcast, I decided to chat with Casie Millhouse, a chatbot expert, to figure out:What are the most common mistakes and pitfalls with chatbots in B2BWhat tasks should and shouldn't be delegated to botsHow to define the right cycle for messenger communication/follow-ups not to annoy people?Successful case studies in B2B spaceLinks:The Ultimate Guide to Messenger Marketing & Facebook Chatbots - https://getleado.com/b2b-growth-ebook/Casie Millhouse on LinkedIn - https://www.linkedin.com/in/casie-millhouse-singh/Never miss a new episode: https://sendfox.com/lp/mnyll3

Today I want to talk about how to run ABM programs in crisis and what is the future of ABM. The best-fit guest for the discussion is definitely a person who lives in ABM world and does ABM regularly.So today my guest is Jon Miller, CEO at Engagio, ABM software market leader, and ex-CEO at Marketo. With Jon we are going to discuss:* How to adjust marketing programs and run lead generation campaigns in the new reality?* What changes should you make in your ABM campaigns to generate leads?* How to influence the decision-making process?* How to wake up "sleeping deals»?* How to run the ABM campaign on a shoestring budget? What is the minimum budget for ABM campaign?* How to run the warm-up programs and set up correct lead scoring triggers to trigger outreach? What is the optimal length of the warm-up campaign before outreach?* What are the alternatives for account-based ads to warm-up accounts?* What is the optimal length of the ABM program?* How deep should be a personalization in ABM campaign?* How does Engagio run their ABM campaigns nowadays?* How to run Direct mail in ABM when everyone is working from home?* Examples of successful ABM campaigns* What are the right metrics for ABM campaigns?* How to reactivate ABM after pandemic?* What is the future of ABM marketing?Never miss a new episode: https://sendfox.com/lp/mnyll3RESOURCES:- 7-Step Ideal Customer Profile Guide (W/Free Template To Make A List Of High-Quality B2B Leads): https://getleado.com/ideal-customer-profile- The Ultimate Guide to developing a high-converting B2B sales funnel: https://getleado.com/sales-pipeline/- The Ultimate Guide to ABM by Engagio: https://resources.engagio.com/ebooks/clear-and-complete-guide-to-account-based-marketing-second-edition- Jon Miller on LinkedIn: https://www.linkedin.com/in/jonmiller2/

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* The "symptoms" of high-quality lead* Triggers that show it’s the right time to suggest lead to schedule a product demo? * The process behind killer sales calls* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?* How to finish the product demo to close successfully most of your calls?* How to close "I need time to think" leads* Juraj's favorite lead generation toolsMore on the topic:1. How to increase the deal value and influence the decision-making process with value selling: https://getleado.com/value-selling/2. How to generate quality B2B leads with cold outreach email: https://getleado.com/outreach-email/3. The definitive guide to accelerating B2B sales in 2020: https://getleado.com/sales-pipeline/ABOUT THE EPISODEMost of the live chats we’ve done in B2B Marketers&Founders were devoted lead generation to a greater or lesser degree.Well, despite lead generation is still the biggest problem for 95% of B2BMF members (the stats we are getting from community applications), lead generation is just a part of the customer journey. The last one is a SALE. In the B2B world, it’s nearly impossible to exclude the human part from the sales process. You need to know how to set up a sales qualification so your sales team will talk to high-quality and ready to buy leads.You need to know how to structure the successful demo so you’ll be able not only to answer the questions and demonstrate the features but really apply the benefits of your product to the challenges and pain points of your lead.The last one and the very important thing is how to switch the conversation from the presentation to the sales, where many salespeople suck :).Today I invited my good friend Juraj Zamborsky, growth marketer at Avocode to discuss these questions and share with you his sales experience.

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* The "symptoms" of high-quality lead* Triggers that show it’s the right time to suggest lead to schedule a product demo? * The process behind killer sales calls* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?* How to finish the product demo to close successfully most of your calls?* How to close "I need time to think" leads* Juraj's favorite lead generation toolsMore on the topic:1. How to create a B2B marketing strategy with Kieran Flanagan: https://www.spreaker.com/user/10694291/podcast-with-kieran-flanagan2. System B2B growth marketing with Ferdinand Goetzen: https://www.spreaker.com/user/azinkevich/podcast-with-ferdinand 3. Full-funnel B2B marketing or how to make marketers revenue responsible with Matt Heinz: https://www.spreaker.com/user/10694291/podcast-with-matt-heinzWhat is the role of the VP of marketing and how to hire the right people to your marketing team?Sometimes happens that the CEO or founder has a lack of marketing background. It is very important that the CEO has to acknowledge the investment — it requires building out a good marketing team and building out a good brand.Jorn suggests that the role of the VP of marketing at any organization is at least to construct strategy with the CEO and COO. Also, it is necessary to set out the targets that the organization needs to accomplish and then to dive into those targets. It’s very important to find a clear marketing strategy.The organization needs to diversify efforts — not only does content marketing but also do some experiments on the side.The VP marketer should be capable to think outside the box from time to time as well as to see how it is possible to accomplish the targets that were set out.Who is the first person that should hire a content marketer or VP of marketing? Who can develop a marketing team?Firstly, it is better to hire a jack-of-all-trades. It’s good when you have someone who has a wide set of skills, someone ho can force himself to learn new things, shoot videos with his camera, etc.Recommendation for hiring great marketers:There is no common recommendation. It depends on the roles that are necessary to fill in. It’s better to give certain cases to a person and see how he/she would handle that. You have to determine for yourself what exactly you’re trying to accomplish, and if this requires only one set of skills, you need someone to be perfect at it.Should the VP of marketing be involved in the process of hiring or it’s better to delegate this to HR?Surely, VP knows better what and who he needs for his team — what kind of personality or mindset he wants. The initial selection can be dedicated to HR, but then the VP should be involved in interviews.With Jorn, we’ve discussed the advantages and disadvantages of full-time marketer and freelancer and when it’s necessary to outsource marketing to an agency

Never miss a new episode: https://sendfox.com/lp/mnyll3In this episode you'll learn:* How can the big data boost your creativity and provide you with fresh ideas?* What does it mean to be creative? * What are the benefits B2B marketers&founders can get by teaching themselves being more creative?* How can you teach yourself to be more creative? * What does the Creative Curve mean?* How to hit the sweet spot where people are interested in your product and aren't tired of it?Notes and learnings.How to teach yourself to be creative?2 years ago Allen Gannett wrote a book «The creative curve: How to develop the right idea, at the right time». This book is about how’d you actually nurture creativity, how’d you actually get better in it. Creativity is the result of hard thoughtful work. To create something that recognizes creativity, you have to create something that’s the right idea at the right time. It’s not about creating a good idea, but creating the right idea. Allen extracts 2 points about what drives people to like certain things and dislike other things.Our brain is constantly assessing the thing for the level of familiarity. because we’re fearful of unfamiliar. Familiarity issues a very important tool of the creative process. you have to create ideas that are familiar enough to feel safe. Another urge also wired to seek out things that are novel. We also creating something new e.g. new restaurants or from a more evolutionary perspective, you’re creating new sources of food, water, pleasure. As humans we have the urge to the familiar, but also the urge to the novel. They seemingly have no sense until you realize that our brain is a really elegant way of balancing between risk and reward. Follow Allan on LinkedIn: https://www.linkedin.com/in/allengannett/

HOW NOT TO SUCK WITH CONTENT MARKETING AND GENERATE A STABLE HIGH-QUALITY TRAFFIC FLOW AND LEADS FOR B2B SERVICE-BASED AND TECH COMPANIES.I bet that everybody has heard and at least tried content marketing.I also bet that everybody knows about "creating valuable content."The truth is that most B2B blog posts don't generate more than 1 000 views regardless of how great the content is.It doesn't matter if your team works on the content or you outsource it, you'll waste money until you master content distribution.Until your content will get the views from your target accounts.Until your content will start generating leads.Today I want to renew our live series and talk to my go-to guy when it comes to content marketing, Chris Von WilpertChris is a VP of marketing and Marketing advisor at Sumo and a person who made $100,000 From One Blog Post With $688.71 Ad Spend.Not to say he was in charge of exponentially growing Sumo's traffic and pipeline.In this episode, I picked up his brains to learn how to generate high-quality traffic and convert it on narrow B2B markets while selling high-ticket services.We talked about:1. How to promote your content if the target audience doesn't hang out on forums or communities?2. How to promote content if you want to attract the attention of pre-selected target accounts?3. How to promote content in communities if admins disallow drop links?4. If you have 0 audience, zero credibility and brand awareness, and you are working in a narrow B2B market, how will you promote your first blog post?5. If you have a long sales cycle, how to nurture your prospects to shorten it and accelerate deals? What content to use?6. What are the minimal resources if you want to start a content marketing today in a narrow B2B market? What team do you need? What stack? And what budget?

After the GDPR law became enforceable, many B2B companies started to think about an alternative to traditional lead generation methods as cold calls and cold outreach. This meant a New Renaissance for inbound marketing.Yet inbound marketing is a long-term strategy, many companies who started to implement it, didn’t see any tangible results in the first year. Last week I shared the content distribution process @Chris from Sumo has. If you read it, you saw that MOST pieces of content marketers create, never pass 1.000 visitors.Not to say they don't generate leads at all.Last June I met one of the best world B2B inbound marketers Sujan Patel and asked him how to leverage inbound marketing and generate a steady flow of high-quality leads.Want to listen to our discussion and sneak peek inside Sujan's process?In this episode you'll learn:+ How to set up inbound marketing the right way from the early beginning?+ What are the most common mistakes with inbound marketing and what pitfalls companies should avoid?+ How to create an effective inbound marketing strategy?+ What is great content and how to create it?+ How to distribute content the right way?+ How to choose the right channels for content distribution?+ How to measure the efficiency of inbound marketing

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ How would you create a marketing plan if you are starting from scratch and have a limited budget?No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau. Here is a step by step process Kieran used.1. Develop ICP and understand the customer journey2. Run competitors analysis to figure out acquisition channels3. Set up strategical goals where you want to be at the end of the year4. Understand what skills and roles (your team) you need to achieve these goals5. Set up north star metric (NSM)6. Analyze historical traffic and acquisition data6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau7. Be flexible and adjust your marketing plan every month according to the results you getRecently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.Kieran's blog: https://www.kieranflanagan.ioHubspot Marketing blog: https://blog.hubspot.com/marketing

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ You can't, unfortunately, buy a beer with leads or clicks to your website.The craziest paradox I see in B2B marketing is when marketers celebrate achieved leads quota while the sales team doesn't hit sales quota.This misalignment leads to ineffective marketing campaigns which generate low-quality leads.At the same time, this leads to infamous sales and marketing war when marketers blame the sales team that they can't close deals while sales retort that marketing generates weak leads.The modern B2B marketer should be revenue responsible and take care of sales number or, how Matt Heinz says: B2B marketers can ensure and embrace revenue responsibility through the entire funnel.Even if the lead was generated, marketers can still impact pipeline velocity, help the sales team to close more deals and ensure that leads fit the ideal customer profile.The problem is that not so many marketers are eager to become revenue responsibly and not so many companies have a good environment and culture for this.I invited Matt Heinz to share his thoughts on how to leverage full-funnel marketing and how to set up revenue-responsible marketing culture.From the episode, you'll also learn:* What should be the role of the modern marketer in the sales process* The right way to map the b2b buyer’s journey* How to define the steps that should be taken at every stage of the buyer’s journey* The most important metrics to track at every stage of buyer’s journey* The right way to align sales and marketing teams around your strategy and around outputs instead of inputs, and coordinate sales and marketing activity to close more deals in less time?* How B2B marketers can be involved in revenue responsibility* Activities that can be run to accelerate sales pipeline velocity

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ According to Hubspot, companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured. If you spent several years in B2B marketing, you've undoubtedly heard for life about the benefits of lead nurturing.Building trust and relationship with your audience. Accelerating sales pipeline. Increasing average deal value.On the surface, lead nurturing program looks pretty straightforward: "get the contact and send the valuable content."This is the exact reason why so miserable amount of companies has an effective lead nurturing in place.According to the same stats from Hubspot 65% of B2B marketers have not even established lead nurturing. The problem is if you'd like to learn more, you won't find any good content besides essential guides from Marketo and Hubspot.That's why invited Samantha Stone to talk about the step by step approach how to establish an effective lead nurturing program.Here are 4 steps from Samantha:1. Segment all your leads by their job role and group them by the stage of customer journey they are now.2. Audit all the content you've already (blogs, webinars, knowledge database, etc.) and identify priority gaps.3. Write down all the possible channels to nurture the leads (retargeting, events, emails, direct mail, sales team communication, etc.)4. Align the content with segments, channels, and timing5. Measure the overall impact of lead nurturing on opportunities, closed deals and revenue6. Be ready you won't have a perfect program from the beginning :)From the episode, you'll also learn:* What are the right steps to plan and set up lead nurturing program?* What pitfalls you should avoid?* How to align the lead nurturing program with the buyer’s journey?* How to define what content to send on every stage of lead nurturing?* How to figure out the proper length of lead nurturing?* How you can describe lead scoring? Is it necessary to apply it to lead nurturing program? What is the right way to apply it?* The most common question about lead nurturing I get is how to measure the efficiency of lead nurturing. What are the right metrics to track?* What tools do you use or can recommend for setting up the lead nurturing campaign?

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ What will you do if your client/employer will hire you to grow the business from $100k to $500k in MRR? How would you define the marketing strategy?The common process is: (read the detailed guide here: https://www.linkedin.com/pulse/b2b-marketing-strategy-framework-step-guide-andrei-zinkevich/)1. Market segmentation and prioritization2. Ideal customer profile3. Competitor's analysis4. Positioning and unique selling proposition5. Customer journey 6. Channels7. Goals and metricsBut before you start working on the first step there are 2 important things you'd think about: + the challenges you might have+ the backward road from the company's goals to the current situationIn the latest podcast episode of the System B2B Marketing show, I invited Ferdinand Goetzen to nail the topic.Here are 4 tips if you are working on the roadmap for the company’s growth.1. Analyze other companies from your or similar industries what did they doto scale revenue? How did they go from 20 to 40 team members?2. Analyze what challenges did they have so you can prepare in advance?3. Define the ideal setup and work backward from the goals you have.4. Divide the goals into milestones, then - into projects and then into the experiments.Listen to the episode and learn how Recruitee became one of the fastest growing SaaS companies in the Netherlands with the system b2b growth marketing approach.

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ Among all business books, my favorite is success stories and businessmen biographies. From these books, you don't get the exact instructions on how to grow business or generate leads. Instead, you can see how founders took decisions, how did they accept different challenges, what approaches did they use.If you can read between the lines, you'll get much more valuable tips than from the best marketing or sales book.This is exact reason I always try to meet and interview founders who successfully grew their businesses. Especially, if they did it on the highly competitive market.Today I want to share with you a growth story of Jot Url and my conversation with their founder, Janosch Lenzi.Janosch came to the overcrowded market with established competitors as Bit.ly, Snip.ly, Clickmeter, PixelMe, but grew his company up to 7.000 usersThis really made me surprised because the links shortening market is "famous" for its low readiness to pay. Marketers tend to use free tools and dislike to pay.What made me more surprised when Janosch shared a story how did the penetrate into several enterprise accounts.Listen to our conversation where Janosch shares Jot URL launch strategy and the campaign they used to close deals with enterprise companies.

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ While I write mostly about B2B marketing, I’m sure all modern B2B marketers should be revenue-responsible and help sales teams closing more deals.One of the way we can do this – create a sales stack and automate routine processes.According to InsideSales.com nearly two-thirds (64.8%) of reps’ time, on average, is spent in non-revenue-generating activities, which means huge losses for the companies. But here is a caveat.In the automation era, many companies forget that robots can’t entirely substitute humans. So in this episode I invited Jeroen Corthout, CEO at Salesflare to discuss:* what sales tasks should and shouldn't be automated* how to automate prospecting and account enrichment* the best way to implement lead scoring and lead prioritization* recommended toolset for the sales automation

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ According to Value Prime Solutions companies whose sales teams compete on value, not price, see an increase of 26 percent more sale reps attaining quota.Value selling helps to make sure that sales reps are consistently managing dialogue to uncover what the buyer thinks is valuable and then uniquely connect what they're selling to the vision of the buyer's value in a problem set. This is the biggest benefit of the value-based selling, also known as solution based sales approach.The truth is that almost every sales rep will say he is focusing on value when talking to the prospects and the leads, but then is struggling to attain the sales quota.So today I invited Chad Sanderson, the Managing Partner at Value Prime Solutions and host of the popular podcast, called The B2B Revenue Executive Experience podcast to talk about how to accelerate sales and revenue with value selling.Besides listening to our conversation, you can read the step by step guide on how to implement the value selling methodology in your company: https://getleado.com/value-selling/ ‎

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ Today I'm going to show you a great B2B content marketing case study on:+ How Sales Hacker increased their traffic by 268% from 90.000 monthly visitors to 242.000 in 6 months+ The breakdown of Sales Hacker's lead generation and lead nurturing approach+ How do they align marketing and sales team around content marketingWhat is interested that Sales Hacker didn't increase the marketing budget.They didn't have lots of social media followers.They didn't invest heavily in the paid ads.I invited a person who was "in charge" of this success, Gaetano Di Nardi, VP of marketing at Sales Hacker, to share with you the exact process they used.Read the Sales Hacker's lead generation strategy breakdown here: https://getleado.com/b2b-content-marketing/

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ What if instead spammy sales email you'll see a picture of a guy wearing a t-shirt with the logo of your company who wants to chat about your business and challenges? Would you reply?At least, this email will attract your attention amongst dozens of other emails, but from the experience of the guest of the new episode of the System B2B marketing podcast Guillaume Moubeche such outreach email campaigns have a high response rate.Here is a step by step process Guillaume use when developing outbound lead generation campaigns.+ Create an ideal customer profile+ Get as more data about target accounts and decision makers as possible+ Warm up your prospects on social media+ Reach them out, thanks for their stuff and suggest to talk about their industry.+ Personalize your emails as much as possible+ Add personalized images, videos and humor to outreach email+ Follow up by phone when necessary+ Retarget disengaged leads with lead magnet or other MOFU content that can drive back your target accounts to the lead nurturing sequenceRead the whole post and the detailed process here: https://getleado.com/outreach-email/

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/ Have you ever wondered how to generate leads from the podcast?Well, I had.I was always suspicious about podcasting as a content marketing tool for several reasons.This channel has unpredictable ROI. It’s hard to track whether your episode attracted the target audience or no. You can’t add sales pitches to the episodes.As well, people listen to the podcasts from mobile devices, and the chances they will tap into the browser the show producer's website is minimal.One man changed my opinion about podcasting as a B2B inbound lead generation tool by 360 degrees. Meet James Carbary!James is the founder of Sweet Fish Media, an agency that produces podcasts for B2B companies.As well, James is my co-author of B2B growth marketing deconstructed ebook and co-host of one of the most popular B2B marketing podcasts called The B2B Growth Show. This podcast landed Sweet Fish Medias contracts with such giants as TOnce, I reached out James and asked whether daily podcast production worth its efforts.He replied:– "Do you want to meet with high-quality leads every day?"– "Sure."– "That's why we produce everyday B2B Growth Show".While most SDR and BDM try to get appointments with cold outreach and prospecting playing the game of numbers, James figured out how to schedule meetings with high-quality accounts that fit his ideal customer profile every day.This unconventional approach helped him growth Sweet Fish Media agency in 1 year and acquire as clients "big fishes" like Terminus, Unbounce, Prezi, Acumatica, and others.What you'll learn from this episode:+ How Sweet Fish Media used their own podcast to generate high-quality leads+ The truth about the podcast popularity, and why Noah Kagan and Gary Vaynerchuk won't make your podcast popular+ The unobvious reasons why 90% podcasts never make it past episode 7+ 2 approaches that drive target traffic to Sweet Fish Media podcast that most B2B podcast producers never make+ The podcast vanity metrics and what you should really track as a B2B marketer