Full-Funnel B2B Marketing Show

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​