Full-Funnel B2B Marketing Show Episode 55. How to run demand generation for B2B tech companies with Nemanja Zivkovic
Jun 9, 2021
01:01:12
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HOW TO RUN DEMAND GENERATION FOR B2B TECH COMPANIES
Here 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 playbooks
This 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 audit
ABOUT FULLFUNNEL.IO
Fullfunnel.io is a B2B marketing consulting company founded by Andrei Zinkevich and Vladimir Blagojevic in 2017
We 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
HOW TO RUN DEMAND GENERATION FOR B2B TECH COMPANIES
Here 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 playbooks
This 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 audit
ABOUT FULLFUNNEL.IO
Fullfunnel.io is a B2B marketing consulting company founded by Andrei Zinkevich and Vladimir Blagojevic in 2017
We 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