Full-Funnel B2B Marketing Show

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/