Full-Funnel B2B Marketing Show

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/Last year I hosted a corporate workshop for a B2B manufacturing company and asked the CEO and Head of sales to show up. Before the workshop, I gave each of them a clean sheet and asked to write down the #1 goal they are focusing on right now.CEO wrote their goal is increasing share and activating leads from a specific market segment.Head of sales told their goal is hitting the revenue quota.CMO wrote the #1 goal is preparing for the exhibition and updating a website.The next question was about challenges.Sales: Marketing doesn't help us in hitting the revenue quota.Marketing: We don't have any idea what sales and customers need. Sales don't talk to us.This is exactly why I start all the corporate workshops with marketing and sales alignment.If your marketing doesn't help achieve strategic business goals and doesn't help sales to hit the revenue (not leads) quota, your company will always have a growth bottleneck.If sales don't initiate the conversation, then marketing should.Last month I arranged a full-funnel B2B marketing summit where Day 4 was devoted to sales. I talked to B2B sales leaders and asked what kind of help they expect from marketing. It was a blast!The only thing that made me upset: a person who I was looking forward to chatting, Dale Dupree, Founder of The Sales Rebellion, couldn't join us.Now I'm going to fix it and chat with Dale today about sales enablement and his perspective as B2B sales leader on:+ What marketing should be helping sales with?+ How to create a killer sales enablement program from scratch?+ Why lots of executives hate sales?Dale on LinkedIn: https://www.linkedin.com/in/copierwarrior/Website: https://www.thesalesrebellion.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/If you are marketing your product in the US the same way you are promoting in Europe, you will fail.This rule applies not only to the tech startups but mature, established companies. We all know the stories of Tesco, Carrefour, Suzuki, and other well-known brands whose US expansion led to significant losses.Matteo Fabiano researched 300 tech international companies entering the US market and figured out nine common mistakes.- Lack of Focus- Misunderstanding the Market Dynamics- Sample of One (Customer)- Poorly Localized Product- Too Much Focus on Technology- Insufficient Marketing Firepower- Bad Hiring Decisions- Slow Reorganization- Not Understanding Cultural DifferencesMatteo's research motivated me to find a guest for the full-funnel B2B marketing podcast who can explain how to avoid these mistakes and launch your product on the US market successfully.Today I'm going to chat with a seasoned B2B marketer and entrepreneur Ben Baker who runs podcast YourLIVINGBrand.live. - What is the #1 thing you hate about companies that entry US marketing?- What are the most important things about US tech market we should know?- What are the biggest misbeliefs or stereotypes about US market?- Let’s pretend you became a CMO of my new startup ROIplan. What will be your first steps to launch it in US? How will you market it?- How to become an active member of US growth and tech communities if you are miles away?- You commented my latest post on LinkedIn saying that: "The one thing I can say here is that trust is a huge factor right now. People need to believe that you understand them, their needs, their wants and their desires». How to establish trust on US market if nobody know you?We also have some questions from the community:- What are the best practices of marketing B2B services in the US?- What messages resonate with the audience? What can motivate them to buy your product or service?- What are the most common made mistakes in advertising on LinkedIn in the US?Ben on LinkedIn: https://www.linkedin.com/in/yourbrandmarketing/Website: https://yourbrandmarketing.com/yourlivingbrand-live-show/

Never miss a new episode: https://sendfox.com/lp/mnyll3The lowest hanging fruit to scale revenue is to expand business with the existing customers. Yet most B2B organizations ignore it and focus heavily on lead generation.After closing the deal, the customer stays alone with the product, randomly getting product updates and generic NPS surveys.Once you deprioritize the client's success process, you leave money and opportunities on the table. When having a positive experience and tangible results, existing customers are happy to upgrade, buy add-ons, and provide referrals.All you need is to build a process that helps customers get these results while collecting more information about the client's strategic goals and needs to expand the business.Today, I'm going to chat with a good friend of mine and seasoned B2B marketer Dan Gridin, who helps B2B organizations strategically grow the target accounts.You'll learn how to:-- How to identify the best opportunities to grow strategic accounts-- Step-by framework for creating effective account expansion plays-- Real-world examples of effective account expansion programsDan Gridin on LinkedIn: https://www.linkedin.com/in/dangridin/

Never miss a new episode: https://sendfox.com/lp/mnyll3We see a critical shift in marketing, sales, and client success roles nowadays.In the next couple of years, we’ll see T-shaped teams that can wear multiple hats. Marketing will be aligning all the programs with the buying process and will be working with sales on sales enablement and nurturing while running onboarding and deal expansion programs.Sales will be in charge of content creation, driving awareness, creating niche communities, nurturing, and onboarding clients.The client success process will be restructured and ran by marketing and sales.The new reality shows that future teams must be t-shaped and flexible. We won’t see departments in the most progressive B2B companies but will see a one Revenue Operation team where everybody’s goal is hitting the revenue quota.Critical skillsets will be cultivated and developed in-house, technical, and niche-based tasks that will be outsourced or automated with software.What does it mean for B2B marketers?The faster you’ll understand the full-funnel process and become involved in sales and client success, the quicker you’ll make marketing revenue-driven in your company.What does it mean for SDRs?The faster you’ll learn marketing, content, and community creation, the quicker your company will grow.We sat down with the CEO of Refine Labs, Chris Walker to discuss these shifts and the future of revenue operation teams. You’ll learn:- How to determine the revenue operations?- How to pivot your company from traditional marketing&sales to revenue operations?- How to map a go-to-market strategy and develop a RevOps program?- How to generate SQLs with ungated thought leadership?And many more.Chris Walker оn Linkedin: https://www.linkedin.com/in/chris-walker-41597028/

Never miss a new episode: https://sendfox.com/lp/mnyll3How to generate leads on LinkedIn?There are two approaches:Send cold mass outreach playing the game of numbers and praying for the replyBuild a relationship with the target audience, leverage thought leadership for brand awareness and create everyday opportunities for targeted and personalized outreachLast year I published a book called "LinkedIn Content Marketing: How to generate high-quality B2B leads on LinkedIn without cold messaging and ads" that was awarded as the best B2B marketing ebook and was included to 100 Best B2B Marketing Books of All Time by Bookauthority.This book teaches B2B companies the second approach. But fewer people know that a huge inspiration for me to write this book was my friend Stapho Thienpont, CEO of The Marketing Family.Five years ago, Stapho was mastering jiu-jitsu and had no connection with marketing. He runs an agency that helps CXOs and Founders leverage thought leadership to accelerate sales and build a healthy sales pipeline, generating hundreds of thousands in revenue.Today we are going to discuss:* How to maximize the chances of building a steady and healthy sales pipeline using LinkedIn?* What are the most common mistakes companies make with LinkedIn?* Company brand vs. personal brand* How to optimize the LinkedIn profile to generate leads regularly?* How to appear in the newsfeed of your prospects regularly?* What content helps to nurture an audience, build a relationship, and generate leads?Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/Website: https://pod.co/picnic-tmf

Never miss a new episode: https://sendfox.com/lp/mnyll3As you know, the sales process when you are targeting enterprise companies is much longer than average on B2B markets, you’ve several decision makers, you need to have right processes to influence the decision making.So I invited Karl Karafiat, founder of Sleighdogs, and a seasoned entrepreneur who used to sell to companies as Accenture and Mercedes Benz, to dive deeply into the topic and share with you how to influence B2B decision making.What we'll discuss:+ How to acquire enterprise monsters as Accenture or Mercedes Benz+ How to engage with several decision makers+ How to figure out the decision making process in your target account so you can then influence it?+ How to influence the decision making process?+ What to do in cases if one of the decision makers is ready to start the business and another one who wasn’t involved in the negotiation process held the project on pause?+ What are the techniques that can be used to influence the decision-making process in case if you aren’t able to talk with the decision maker?+ In case if target account arranged a tender so you just one of the contractors that applied to win the contract, how to stand out from others and influence the decision making?Karl Karafiat on Facebook: https://www.facebook.com/karafiat

Never miss a new episode: https://sendfox.com/lp/mnyll3Here are 7 features of the great content marketer.1. Before writing any post, he dives deeply into your business, learning about ideal customer profiles, competitors, value proposition, reading reviews.2. He aligns content with the business goals and users' buying process.3. He isn't obsessed with one media or channel and understands how to leverage different channels.4. He knows that distribution is crucial and knows how to distribute content to generate target traffic.5. He knows how to use stories to engage the audience and organically promote your product.6. He focuses on evergreen marketing principles instead of "1-hour" growth hacks.7. He knows how to ask the right questions to extract the needs and interests of your audience and extract expertise from your company's key people to create valuable content.Now, the question is where to find or how to train a great content marketer?I sat down with Louis Grenier, Senior Marketing Strategist at Hotjar, to discuss:- How to hire a great content marketer?- What should be his first steps?- What is the right compensation plan?- What are right KPIs for content marketerListen to the new episode.Resources:https://www.linkedin.com/in/louisgrenier/https://www.hotjar.com/https://getleado.com/podcast/https://getleado.com/podcast-lead-generation/

Never miss a new episode: https://sendfox.com/lp/mnyll3What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running? What’s the biggest mistake companies make when setting up experiments?When do you need to start building a growth team to start experimentationWhat steps would you recommend to create a growth team from scratch?What’s the latest experiment you ran or are running?Welcome to the new episode of the system B2B marketing show. Today with my co-founder of B2B Marketers&Founders community Ricardo Ghekiere we’ll speak about how to set up the growth experiments the right way.We didn’t choose the topic accidentally.When we spoke with B2B marketers&founders community members, we realized that many companies use 1-2 marketing channels for lead generation but the key to success is always to diversify your marketing activities, test new channels and tools.Companies afraid to waste money and don’t know how to set the experiments the right way.So this will be our main agenda for today’s conversation.Here are a few questions that will be discussed:- What's the biggest mistake companies make when setting up experiments?- When do you need to start building a growth team to start experimentation?- What steps would you recommend to create a growth team from scratch?- What's the latest experiment you ran or are running?Ricardo Ghekiere on Facebook: https://www.facebook.com/ricardo.ghekiereWebsite: https://www.ricardoghekiere.com/

Remember the time you needed to talk to sales rep or support but had only annoying bot?While chatbots can help with providing relevant answers, qualifications, and partial claim resolution, they can't replace humans. Accenture Digital says that 56% of B2B companies claim chatbots are driving disruption in their industry.Why?Because B2B companies delegate the wrong tasks to bots. Tasks that should be executed by humans.That's why, according to Nerdydata, only 0.5% of B2B companies across the globe use bots. The most common reasons not to use bots are:Personal negative experiencePeople don't believe that somebody will read this messageLosing the communication with customers cause you may miss the messagesAt the same time, you can provide 24/7 support, book meetings with sales while the team is offline and help to find answers.In the new episode of Full-funnel marketing podcast, I decided to chat with Casie Millhouse, a chatbot expert, to figure out:What are the most common mistakes and pitfalls with chatbots in B2BWhat tasks should and shouldn't be delegated to botsHow to define the right cycle for messenger communication/follow-ups not to annoy people?Successful case studies in B2B spaceLinks:The Ultimate Guide to Messenger Marketing & Facebook Chatbots - https://getleado.com/b2b-growth-ebook/Casie Millhouse on LinkedIn - https://www.linkedin.com/in/casie-millhouse-singh/Never miss a new episode: https://sendfox.com/lp/mnyll3

Today I want to talk about how to run ABM programs in crisis and what is the future of ABM. The best-fit guest for the discussion is definitely a person who lives in ABM world and does ABM regularly.So today my guest is Jon Miller, CEO at Engagio, ABM software market leader, and ex-CEO at Marketo. With Jon we are going to discuss:* How to adjust marketing programs and run lead generation campaigns in the new reality?* What changes should you make in your ABM campaigns to generate leads?* How to influence the decision-making process?* How to wake up "sleeping deals»?* How to run the ABM campaign on a shoestring budget? What is the minimum budget for ABM campaign?* How to run the warm-up programs and set up correct lead scoring triggers to trigger outreach? What is the optimal length of the warm-up campaign before outreach?* What are the alternatives for account-based ads to warm-up accounts?* What is the optimal length of the ABM program?* How deep should be a personalization in ABM campaign?* How does Engagio run their ABM campaigns nowadays?* How to run Direct mail in ABM when everyone is working from home?* Examples of successful ABM campaigns* What are the right metrics for ABM campaigns?* How to reactivate ABM after pandemic?* What is the future of ABM marketing?Never miss a new episode: https://sendfox.com/lp/mnyll3RESOURCES:- 7-Step Ideal Customer Profile Guide (W/Free Template To Make A List Of High-Quality B2B Leads): https://getleado.com/ideal-customer-profile- The Ultimate Guide to developing a high-converting B2B sales funnel: https://getleado.com/sales-pipeline/- The Ultimate Guide to ABM by Engagio: https://resources.engagio.com/ebooks/clear-and-complete-guide-to-account-based-marketing-second-edition- Jon Miller on LinkedIn: https://www.linkedin.com/in/jonmiller2/