Full-Funnel B2B Marketing Show

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Brian is a former environmental and fisheries scientist turned entrepreneur. He is the creator of The Pillar System and author of the book “The Index Card Business Plan for Sales Pros and Entrepreneurs.” His client list ranges from individual sales reps to Shark Tank entrepreneurs and Fortune 500 companies.In this episode you'll learn:- How to persuade executives to shift from focusing on expecting instant results with outbound activities to the activities that will help to generate long-term revenue results- The most critical mistake marketing and sales make when running their campaigns (and it's not an ICP)- Why so many sales folks are not satisfied with sales training they are taking?- 3 things you need to look at to find the 20% of activities that generate 80% of your results- How to identify the root reasons of your sales challenge and fix it- 2 points that make- And the last questions comes to non-sales touches. Most sales have very straightforward approach with a cold outreach trying to book appointments. How to change their mindset that non-sales touches are crititical? What are the most effective NSTs you can share?How to find a right balance between sales and non-sales touches?Download free copy of "How to Use the Pillar System toSimplify Your Strategy and Magnify Your Results": ProductivityGiant.comBrian on LinkedIn: https://www.linkedin.com/in/margolisbrian/

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you grow a high-ticket B2B SaaS company in a highly competitive space to 200 customers, to about 200 customers in 30 countries — without any outbound sales or marketing?That was the topic that I got a chance to discuss with Karel Callens, the founder and CEO of Cumul.io on our podcast. Their secret? Unique market positioning, organic demand generation and customer advocacy - which is a B2B version of brand ambassadorship.Tune in to learn: - How to position your product in a highly competitive market so you stand out and become a natural choice to your customers- What kind of content you need to make to generate awareness and demand for your product- How to turn your customers into ambassadors, who will even join demos with new prospects to help you sell your product This was such a fun episode for me to do, because Karel is such a positive and energetic guy, and a pure joy to chat with. Karel on LinkedIn: https://www.linkedin.com/in/karel-callens-10bb023/ Cumul.io: https://cumul.io/

Never miss a new episode: https://sendfox.com/lp/mnyll3If repeat / recurring business is important for your company, maybe it’s time to drop your sales and marketing teams. Let me explain. If you are like most B2B companies I know, majority of your business will come from 10-20% of you best (repeat) customers. And if this is the case for you too, maybe it’s time to replace individual marketing, sales and customer success teams with a single revenue operation team. Today I spoke with Erwin De Baetselier, the CEO of Luceda Photonics who shares this vision — and has made it a reality. You’ll learn: * How to get the people who are used to working in silos - to switch to revenue operations* Why you should reconsider how you incentivise your sales reps * The main KPIs and who should have a leading role: head of sales, marketing or the client success officer?* The main pitfalls of implementing an integrated revenue operations team* How to (not to) approach a B2B CEO if you’re selling complex products or services?This short 22 minute interview is packed with unique insights. Erwin De Baetselier on LinkedIn: https://www.linkedin.com/in/erwindebaetselier/Luceda Photonics: https://lucedaphotonics.com

Never miss a new episode: https://sendfox.com/lp/mnyll3One of the most difficult business models to get off the ground are double-sided marketplaces. Imagine having to grow one — but to make it extra hard — imagine one side of the market are enterprise customers. And then, imagine that your main lead generation channel has completely dried out (e.g. due to the pandemic). What would you do? That was the challenge that Karel Vanderheyden, the founder and CCO of VIRTEO had to face. Karel was kind enough to take time out of his busy schedule and let me interview him for our Full Funnel Marketing podcast. What did I learn? While most companies turned to mass outreach, Karel executed an elegant ABM campaign. I could have not described the process better: - Define market segments where you have the best chance, and the best case studies - Narrow down even further to nail the ideal customer profile and pick target accounts, one by one- Identify the members of the buying committee - Do background research of the account and the people you want to reach - Reach out to them in a very personalised way And while Karel is modest and calls his approach old-fashioned, I think he totally nailed ABM and that this short 20 minute interview is packed with practical advice that works even in turbulent times we find ourselves in. Karel’s LinkedIn profile: https://www.linkedin.com/in/kvanderheyden/His company website: https://virteo.com

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you go from successful sales to building a revenue scaling machine? Today, I spoke to Omar Mohout, an ex-SaaS CEO with a successful exit, ex and current board member of several prominent SaaS companies like Esoptra, Teamleader CRM, Digipolis Antwerp and LetsBuild, a founder and a mentor of various startup and scale-up programs and platforms and an author of 7 books on growing startups.Today we spoke about the biggest challenge B2B companies face after product-market: going from successful activities and experiments to building a “machine” that can scale. Why? Because they underestimate and misunderstand the role of B2B marketing. They may hire experienced sales people from Oracle or Microsoft in a hope they’ll implement their experience in their company. But what they should be doing instead is: - Base their hiring decision on their actual sales funnel- Understand that the role of marketing is shifting “to the right” (or bottom) of the funnel. From just lead generation to actually influencing the sale and helping moving the deal through the pipeline- When building the revenue scaling machine, validate the assumptions instead of scaling based on unproven assumptions Omar’s LinkedIn profile: https://www.linkedin.com/in/omarmohout/Omar’s books in English: Lean pricing: https://www.amazon.com/gp/product/B0196Q6MCS Corporate venturing: https://www.amazon.com/gp/product/B07DFNFWZM Lea(r)n marketing: https://leanpub.com/learnmarketing Leaving a legacy: increase your social impact https://www.amazon.com/Leaving-Legacy-Increase-social-impact-ebook

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Jared Robin is a seasoned B2B Marketing and Sales Veteran. Like me, Jared started his career in sales in 2006 at FedEx. Right now he is a co-founder of the fastest growing community on the web for B2B professionals: Revenue Genius (link to the community is attached to the podcast description). Community grew to 7k members in 5 month just because of great engagement and word of mouth.Now it has an own magazine, newsletter, and partner with world-known tech brands.So today we are going to nail the community topic: from idea and growth process to benefits for B2B brands.- Why did you decide to create a business community as there are tons of them? Why Revenue Genius?- The question that I’m quite often asked is what is the benefit of running the community for B2B brand?- I was a member of multiple communities and run my own community B2B marketers&founders on Facebook, but RevGen is the most engaged community from my point of view. How to spark this engagement? How to motivate community members to be active?- How much time should you invest into community to make it thriving?- How to get a traction and grow the community? How to motivate members to become ambassadors?- How to generate business opportunities from the community?- What are the critical and most common mistakes that make communities fading?Links:Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin/Revenue Genius community signup form: https://revgenius.typeform.com/to/NGwWNIMi

Never miss a new episode: https://sendfox.com/lp/mnyll3With thousands of products and service providers at your prospect’s fingertips, how can you stand out in this cut-throat competitive, overcrowded market?In today’s world, if you are selling complex B2B products or services, it’s absolutely essential to stand out, in order to consistently win profitable clients that value your expertise. Referrals work, but the pipeline doesn’t feel as reliable as it once did. The market has shifted.That’s why I’m so excited to have Luk Smeyers, the founder of The Visible Authority on our podcast. I met Luk about 8 years ago, while he was the CEO of iNostix, with top corporate clients in their portfolio. What I found astonishing was that he has never had to sell, persuade or negotiate to grow his business. Instead, he was consistently writing, speaking, posting on social media and building an authority in his field — while still having to do anything a CEO has to do to running and grow his business. In this episode, we’ll talk about:- His 1-day a week content machine that wins corporate clients- With so much “content spam” out there, how do you make sure your content will actually resonate with your ideal customers?- How to get your content in front of busy decision makers?Luk on LinkedIn: https://www.linkedin.com/in/luksmeyers/Learn more at https://www.thevisibleauthority.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3How do you double the revenue every 8 months for an enterprise B2B SaaS business?It turns out, not by spending a ton of money on sales and marketing. Last week, I had a pleasure to speak with Maarten Verwaest, the founder and the CEO of Limecraft about the three growth loops that drive your SaaS revenue growth. In this episode of the CEO series of the Full Funnel B2B Marketing podcast, you will learn:* How customer success beats the pants off customer acquisition as a driver of growth (think exponential versus linear)* What it takes to sell to enterprise customers such as BBC or Warner Brothers in a market dominated by incumbents with 1B+ in market capitalization * Why you don’t need aggressive sales targets to create an A-level sales team (and why sales enablement is a better bet)* How to distinguish the “tire kickers” from the serious buyers during the first sales meetingWe’ll also get into the head of a seasoned B2B CEO when he acts as a buyer of complex B2B products and services. You can connect to Maarten on LinkedIn at https://www.linkedin.com/in/maartenverwaest or Twitter at https://twitter.com/maartenverwaestLearn more about Limecraft at https://limecraft.com

Never miss a new episode: https://sendfox.com/lp/mnyll3“It’s almost impossible to get any kind of attention amidst the flood of Covid-driven desperate marketing attempts by everybody”This was one of the 76 responses we got from B2B executives we spoke with since the Covid-19 crisis hit.B2B buyers became more critical than ever, and competition has never been as fierce.And yet, we’ve seen outreach campaigns with north of 37% response rates.What do successful companies do different than others?What are the critical mistakes that B2B companies make that rob them of results?Why are so many companies complaining about the quality of leads - while others get opportunities talking to them without even considering competitors?These are the topic we’re discussing in our new episode of Full Funnel B2B Marketing show.Andrei Zinkevich on LinkedIn - https://www.linkedin.com/in/azinkevich/Vladimir Blagojević on LinkedIn - https://www.linkedin.com/in/vladimirblagojevic/

Never miss a new episode: https://sendfox.com/lp/mnyll384% of B2B buyers start a buying process with a referral. It costs 5 times as much to win a new customer than to retain or upsell an existing one. And yet, most B2B companies focus almost solely on acquisition to drive growth. But here is the worst part. While most companies assume that if a customer is not complaining, that they are satisfied — in reality, 96% of unhappy customers don’t complain and up to 91% of those will simply leave and never come back!And still, most B2B companies don’t have a structured customer program in placeThat’s why invited Stefan Kolle, the founder and CEO of Futurelab to talk about B2B customer programs that reduce churn, grow retention and lifetime value. Stefan is one of the pioneers of customer programs.For more than 15 years he and his team help their clients understand the needs of their customers, develop better customer experience, and draw profit from customers’ loyalty and word of mouth. What I really like about Stefan is that although he’s worked with executives in companies like Heineken, Philips and Toyota, he’s all about practical actions and getting things done. We’ll talk about: - The 4 key activities used by successful customer programs to grow lifetime value of accounts, save them from churning, and generate referrals that drive new growth- How to start with quick wins - How to get the rest of your team on board Stefan Kolle on LinkedIn: https://www.linkedin.com/in/stefankolle/ Check out Futurelab’s resource page, it’s jam-packed with valuable content (none of it gated): https://www.futurelab.net/inspiration