Full-Funnel B2B Marketing Show

​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/

Andrei Zinkevich and Vladimir Blagojević discuss how to run a B2B customer research to support a data-driven GTM strategy. They cover topics such as selecting customers for research, key questions to ask, and processing data to refine GTM strategy. They also discuss building strong customer relationships, understanding buying triggers, and exploring the customer journey in ABM.

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 episode, 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/