Full-Funnel B2B Marketing Show

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/