Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-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/blogJoin me, Katie Ray (metadata.io), Nick Bennett (Alyce), Arthur Castillo (Chili Piper), and Stefan Smulders (Expandi) sharing our experience of building great & engaged B2B marketing communities.We are covering:- How to develop a community strategy, differentiate it, and incentivize people to join it and engage- How do you decide the type of content you want to source and how to incentivize creators?- How to leverage the community to support and grow your business without spam & promos. What are reasonable expectations to set for the business on when to expect "results"? - How to measure success?Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel​We're going to present:​- The evolution of a marketing role in B2B companies selling high ACV product​- Planning and prioritizing marketing programs​- Getting a real alignment with senior leadership and sales​- Change management required to launch a full-funnel marketing strategyOn-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/blogThe State of Full-Funnel B2B Marketing or 7 lessons for planning 2023.1. The role of B2B marketing is full-funnel, not TOFU, MOFU, BOFU or lead gen.Buyer journey is not linear, hence your marketing shouldn't be.Align your marketing with demand and business triggers and maximize touchpoints with buyers across the channels they use for education and research.2. Measure marketing across the full funnel with blended analytics, not by MQLs.There are lots of interactions and touchpoints that can't be measured by attribution software. Measure marketing performance and impact on revenue by cohesive analysis of:- Leading indicators for every campaign- Self-attribution- Digital traces- Customer interviews3. Cohesive models instead of siloed functions.Don't try to launch siloed functions and compare them (e.g. demand generation vs ABM). Every function has its own role, hence you need a cohesive model.Example:Demand generation = create awareness and demand in a target market.ABM = warm up and activate engaged accounts.4. Prioritization and focus are the keys to successful marketing.Tech companies are laying off their employees. Budgets are cut. Every cent invested in marketing can be questioned.You don't need 50 tactics to hit revenue targets.Excel at 5-7 making programs, allocate 80% of your time and budget, and leave 20% for experimentation.5. Change management is the biggest bottleneck for implementing full-funnel marketing.Even if everybody in your organization agrees with the points above, but your company still deals with:- Lack of patience and commitment when launching new programs- Measuring every campaign by leads- Skipping fundamental strategy steps such as ICP, marketing message, account research, and jumping into tacticsYou need to foresee time for change management.Make sure to regularly train and onboard senior leadership until you'll get a full support and buy-in.6. Align with sales on playbooks and pipeline.Marketing is not a sales assistant or order-taker. But marketing is not a siloed function as well.Make sure you have a clear alignment with sales on:- GTM strategy- List of target accounts- Lead definition and leads handoff process- Regular pipeline review- Playbooks for warming up and activating target accounts7. Reduce friction points to shorten the sales cycle and improve buyer experience.Make sure you have everything buyers want to see:- Pricing- SDRs calendar- FAQs- Clear product overview and description- Case studiesToo many opportunities are killed in advance or have a longer cycle because of unnecessary friction points you can easily remove.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Jim Kanichirayil sharing a live case study of account-based sales including:- Results from implementing full-funnel ABM in sales- How sales people can leverage ABM on LinkedIn framework- ​How marketing can involve sales in demand generationResources:Video overview of Jim’s process: https://youtu.be/6eMa-xTgdWEJim on LinkedIn: https://www.linkedin.com/in/drjimk/On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Full-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/events

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Vladimir Blagojevic sharing our cohesive demand gen and ABM model including:​- How to identify engaged accounts to transfer from demand gen to the ABM team- How to activate engaged accounts- How to blend both programs and create an evergreen processOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Full-Funnel Marketing Content Hub: https://fullfunnel.io/blogJoin our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsCOHESIVE ABM AND DEMAND GEN MODELDemand generation = creating awareness and demand on a target market.ABM = warming up and activating engaged accounts. During Fullfunnelverse workshop I hosted last week with Vladimir Blagojević one of the most popular questions was: How to merge demand generation and ABM? Here is how I see it. 1. 𝐃𝐞𝐦𝐚𝐧𝐝 𝐠𝐞𝐧𝐞𝐫𝐚𝐭𝐢𝐨𝐧 creates a pool of engaged accounts that are curious about your product. 2. 𝐈𝐧𝐭𝐞𝐧𝐭 𝐝𝐚𝐭𝐚.You can leverage different sources of intent data to spot these accounts, including: -Website traffic reveal software-Social engagement-Demo/product webinar sign-ups-Engagement with product-related content hubs-Comparison on G2 or Capterra, etc 3. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐭𝐡𝐫𝐞𝐬𝐡𝐨𝐥𝐝. Before adding these accounts to the ABM program, you need to make sure they are engaged enough Example: -An account spent more than 30 minutes on the website checking the product page and, at least, one of the case studies.-Somebody from the buying committee signed up for the product webinar. 4. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧 / 𝐈𝐂𝐏 𝐦𝐚𝐭𝐜𝐡𝐢𝐧𝐠. Tier 1 accounts (highest revenue potential): 1-1 highly personalized campaigns Tier 2 accounts: vertical-based and job-role based personalization. Tier 3 accounts: vertical-based personalization.Retargeting and automated activation (e.g. LinkedIn conversational ads).I believe that Tier 3 accounts should be generated via demand generation programs. 5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐜𝐚𝐭𝐢𝐨𝐧. Even if the account matches ICP criteria, are there any other factors that can tell us that this account is a bad fit? Examples: - SaaS with pricing of less than $100 per month- decision-maker with a sales background- less than 200 SKUs in the portfolio 6. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡. We collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee.This is crucial before defining how to market to every specific company and what warm up tactic to use. 7. 𝐖𝐚𝐫𝐦 𝐮𝐩. Our favorite ways to warm up accounts include 1-1 interaction with the buying committee members, including: 1. Content collaboration (podcast, research, roundups).2. Events.3. Social engagement. 8. 𝐀𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧. The last part is matching the insights we collected from account research and warm-up program, and creating completely personalized proposals for every buying committee member. This is where you can leverage a creative outreach (we love to send direct mails). If the deal is won, we move it to client success. When a client achieved the desired result, you can start an expansion campaign.If the deal was lost or it is stalled, you'd continue nurturing the account with your demand gen program and non-sales touches.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode we present with Vladimir Blagojevic:- 6 stages of launching and scaling B2B demand gen program- How to use customer research to amplify demand gen programs- How to refine demand capture- How to operationalize and scale B2B demand genOn-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/blogEPISODE SUMMARY10 steps to build a demand generation function at a B2B company.1. DEVELOP A DEMAND GEN STRATEGY.Demand gen is not a bunch of organic and paid tactics. Make sure you have:- Clear ICP- Marketing message- Goals and resources2. CUSTOMER RESEARCH.Run customer interviews and analyze the digital behavior of your buyers to understand:- What channels do your buyers use for education and research?- What are the questions and topics they are interested in?- What are their KPIs, “jobs to be done” and the typical challenges?- Who do they follow and trust?- What communities/associations do they engage with?3. TOPICS CATEGORIZATION.Categorize demand topics and put them into 4 buckets.1. Business triggers that push your buyers to start looking for solutions like yours.2. Demand triggers: what can attract their interest and motivate them to learn more about the problem or an opportunity?3. Discovering and evaluation.4. Decision-making: what can influence their decision?4. PRIORITIZE CAMPAIGNS.Map out all demand campaigns you believe make sense to launch.Prioritize by:- scope- budget- resources- easiness of launching- potential impact.5. DEVELOP OR REFINE DEMAND CAPTURING.Before launching a pilot demand gen campaign:- Reduce friction points (long forms, pricing unavailable, etc.)- Define one process of demand capturing (retargeting of engaged accounts, intent data, etc.)6. SELECT AND LAUNCH PILOT CAMPAIGNS.Don’t push all of your resources into the pilot campaign. Instead:- Define the goals and align them with sales and execs.- Define a small pilot team (2 people max). Reduce KPIs/reallocate revenue targets.- Select only one channel and one program. Don’t do multiple things in parallel.- Create a clear timeline and leading metrics to track progress.7 .OPERATIONALIZE PILOT CAMPAIGNS.After your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A DEMAND GEN REPORT.Add a mix of self- and digital attribution (digital analytics + How did you hear about our product?) to show the impact of marketing on revenue.9. GROWING FUNCTION.Gradually launch and document new demand generation and demand capturing campaigns.10. BUILD A DEMAND GEN TEAM.Don’t hire for the process that doesn’t exist in the beginning. Bring people to maintain the existing campaigns, refine them and give some space for experimentation.One caveat:Don’t get too excited about launching 20+ programs.In reality, 6-8 programs and 2-3 channels where you excel will be more than enough to grow your brand presence, generate demand, and marketing-sourced revenue.Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://sendfox.com/trenchesUpcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog​Join me, Adam Goyette and Sam Senior to discuss:​The insights they've collected about the B2B buyer journey at G2 and Testbox​The friction points that make sales cycles longer, and how to eliminate them​How leading B2B tech companies adapt their sales and marketing processes to the way their buyers are buying.The B2B buying process has become longer and more complicated, but you can still shorten it. Here is why and how.1. UNNECESSARY FRICTION POINTS IN THE BUYING PROCESSWhen B2B buyers arrive at the website, they are already in half of their buying process.They want to see WITHOUT talking to SDRs:- What does your product and what makes it different- Industry use cases- Price- Product overview or get a self-trialToo many B2B companies are afraid to share this information, pushing buyers to book demo calls. As a result, they deal with:- No show-ups and ghosting leads- Long sales cycles2. LACK OF BUYER ENABLEMENT.Even if your Champion is super excited about your product, they still need to get budget approval and sell it in-house to other members of the buying committee.During this process, they will get dozens of questions about:- Budget justification and ROI- Vertical use cases and results- Migration, security and onboarding, etcIf you are not armoring your Champion with the content to address these questions, sales cycle automatically becomes longer.3. LOW BRAND RECOGNITION.Again, even if your Champion is super excited, but other buying committee members have never heard about your product, the sales cycle extends.Nobody wants to risk.4. UNQUALIFIED SALES REPS.When talking to sales reps, B2B buyers expect to get comprehensive answers to their questions, not going through BANT qualification and boring demo and then being followed up by junior SDR.We are not in the "Wolf from Wall Street" movie. Sales reps are consultants first, sellers - second.HOW TO INFLUENCE AND SHORTEN THE BUYING PROCESS- Make your marketing message clear and tailored to a specific ICP.- Target the buying committee group with 4 demand programs:- Paid content distribution- Social engagement and thought leadership- Events- Content collaboration- Join and engage with the communities where your buyers ask for recommendations or learn about new products- Show product price or at least give an estimate.- If due to product complexity, you can't give product trials, create a sandbox environment or, at least, record product tours to give a comprehensive product functionality overview- Share detailed vertical use cases- Consistently update FAQ based on the conversations with your buyers- Prepare a buyer enablement program to help your Champions to sell your product inhouse- Make sure everybody in your company who talks to customers knows your product well and understands ICP's typical use cases, goals, needs, and challenges

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe’re going to cover:The entire process you need to follow to create an efficient LinkedIn ads strategyRight budgeting and planning for awareness, demand gen, nurturing and demand capturing campaignsWhat types of ads you’d use and in what casesRESOURCESVideo recording so you can see full set up and examples: https://youtu.be/N4cxTa8ML18Justin’s budgeting framework: hhttps://www.canva.com/design/DAFBihxqEYs/RK3okKZ-IKnG9P2-UGfsjw/view?utm_content=DAFBihxqEYs&utm_campaign=designshare&utm_medium=link&utm_source=publishsharelinkOn-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/blogFULL-FUNNEL LINKEDIN ADS STRATEGYLinkedIn ads suck for many B2B companies because of 2 reasons:1. Focus on demand capturing only from cold accounts2. Promoting gated content and transferring leads to salesRESULTS- Extremely high CPC and CPL- Miserable “leads to opportunity” conversionB2B BUYING PROCESS IS COMPLETELY OPPOSITE TO B2C.B2B buyers don’t open LinkedIn because they want to see an ad promoting a new product.They won’t take immediately a card from their wallet and purchase 5-figure product.B2B buyers open LinkedIn to see updates from their peers, learn from the thought leaders and engage with the community.They come for content and entertainment.Here is the truth.In most markets, there is no demand for your product. People simply don’t understand they have a problem your product solves.You can’t create demand with direct conversion ads and cold outreach ONLY.Banner blindness is real. CPC is drastically increasing.But you can create demand when consistently talking about:- the challenges your target buyers have,- solutions & ideas they can apply,- practical advice and market insightsHERE IS HOW WE PLAN TO LAUNCH FULL-FUNNEL LINKEDIN ADS STRATEGY.- Repurpose our best-performing organic content and promote it to our target accounts that engaged either with our content, visited our website, or signed up recently for the event.- Use short clips from podcast episodes with the thought leaders and show them to their followers that fit our ICP. Later, retarget them with the content from step 1.- Retarget accounts that visited our service page with case studies and short customer testimonials.- Collect engagement insights, manually connect and engage with accounts that hit our engagement threshold.We are not going to capture the demand but:- Create awareness of our target market- Warm up target accounts and source our ABM programs with engaged accounts.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-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/blogFrederic on Linkedin: https://www.linkedin.com/in/frederic-linfjard/How to Create a Full-Funnel B2B Marketing Strategy for 2023.Too many B2B companies think that GTM strategy is a 40-page document about mission, values, and other corporate fluff nobody cares about.GTM strategy is being crystal clear about:- Who are you going to market?- How are you going to stand out and differentiate your product while resonating with target buyers?- Where these buyers are searching for professional information and how do they buy?- How are you going to attract their attention and make them interested in your product?- What skillset and budget do you need?- How will you measure the efficacy of your strategy?While it sounds obvious, most B2B companies I know can't clearly answer these questions.Here is the framework we use.1. Full-funnel analysis and sales pipeline velocity to understand:- Where we are currently- What realistic revenue goals can we set- Weakest stages of the full funnel- How do we grow currently2. Market segmentation including:Revenue from different markets and segments,Market/vertical segmentation scoring to find the most lucrative segments3. Customer research to:Understand how customers are buying and channels they useWho is involved in the buying processValue they get from the product and how they see it is different from the competition4. Ideal Customer Profile based on the customer research:Ideal account descriptionBuying committee structureAccount segmentation5. Positioning and unique value proposition. Both are part of your marketing message which communicates why your product is different and worth buying.6. Buying process. Based on customer interviews, we extract different triggers that motivate buyers to start looking or learning more about your product.For each trigger, we map out the steps they take. For each step, map out:- Buying committee members involved- Information they sought- Critical questions, concerns or doubts they had7. Full-funnel marketing plan including: — Awareness campaigns— Demand generation— Demand capturing— Activation programs— Client success— Expansion— Channels & communities8. Budgeting and team set up:PlaybooksSkillset and responsibilitiesBudget9. Metrics.Campaign measurement report & target metricsIntegrated revenue report10. Team alignment and buy-in.TLDR;Forget about linear marketing and sales processes.For stable long-term growth, you need to know your best customers, and how they buy and adopt your marketing & sales.P.S. Join me and Vladimir Blagojević to take a deep dive into our B2B marketing strategy frameworkVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-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/blog.I sat down with Gaetano Nino DiNardi to cover Modern B2B demand gen. We’re going to cover:- How to run demand gen in 2023, and what you’d stop doing- Content distribution and awareness strategies to grab attention and create awareness among target accounts- The structure of a modern B2B demand gen teamOUTDATED ABM AND DEMAND GEN TACTICS:- Upload a wish list of 500+ accounts to 6sense and target with display ads- Send gifts in direct mail swag to cold contacts without any personalization to book a call- Webinars to pitch the product and follow up after- Gated ebooks with further sales follow-up- Track clicks and transfer the accounts who clicked the ads to automated multistep LinkedIn and email outreach cadence- Posting corporate press releases about money raised, awards, and hiring opportunities without content that educates and helps buyersMODERN B2B DEMAND GEN- Create demand and awareness via proactive thought leadership.- Launch 1:few partnership webinars and market research with niche associations or communities- Create personalized content hubs for buyer’s enablement and further nurturing- Content co-creation with target accounts- Interview target accounts on your podcast- Target accounts with the top-performing content to boost awareness- Retarget accounts with detailed case studies/use cases to identify engaged accounts for nurturing and demand capturing- Well-researched guest posts on the blogs/newsletters/communities your target accounts are following- Blog posts focused on solving specific challenges/answering questions your buyers have instead of generic writing for a high-volume keyword- Proactive content distribution- Niche-focused events to boost awareness and establish relationship- Collaboration with thought leaders- Newsletter that covers a specific topic in-depth instead of pitches and corporate press releasesMODERN ABM- Narrow ICP including account qualification and segmentation criteria- Marketing message tailored to ICP- Leveraging intent data to identify engaged accounts from demand gen programs- In-depth account research to personalize the value prop of your product and highly personalized campaigns- Connecting and engaging with the buying committee of target accounts on social- Expansion and deal acceleration campaigns aside from net new revenue- Non-sales touches and social selling for account activation- Direct mail swags for engaged accounts as a part of relationship & nurturing processesB2B demand gen and ABM are not siloed programs. They’d be run in parallel as a part of a full-funnel marketing strategy.The goal of demand generation - creating awareness and demand in a target market.The goal of ABM - warming up and activating engaged accounts produced by the demand gen program.Gaetano Nino DiNardi on Linkedin: https://www.linkedin.com/in/ACoAAAjOemoBsmGgXOOcFpcwGVG1B7IlDCvf8io

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOn-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/blog.Today I’m chatting with Fran Langham, Head of Demand Generation at Cognism, about their shift from lead gen to demand gen, and cover:- How Cognism made the transition from lead gen to demand gen, and the bottlenecks they faced during the journey.- Overview of Cognism demand gen strategy, and its key pillars.- How Cognism measures and tracks demand gen program efficacy.B2B DEMAND GENERATION DEMYSTIFIEDDemand generation became a buzzword that everybody talks about, but you rarely see practical examples or case studies.For many marketers, demand gen is all about running ads to ungated content with occasional thought leadership, podcasting, and blog.These activities should be added to your demand gen mix, but they are not the full demand strategy.I look at B2B demand generation as a demand waterfall that has 3 pillars.1. DEMAND ACTIVITIES.Define how your customers are searching, learning, and buying.Define demand activities that can consistently create awareness and demand, including the ones mentioned above, co-marketing, guest posting, events, etc.2. DISTRIBUTION.Nobody will pay attention to your product until you’ll start attracting it. Most B2B companies try to distribute content via ads, but don’t limit your program.Here are 3 other ways to get noticed by your target audience.1. Grow your own audience you can connect with directly.Email newsletter, Whatsapp/Telegram channels, own community, social media are core assets that allow you to connect with the audience directly and not depend on other platforms.2. Borrowed audience.Find non-competitive companies that also sell to your audience and run com-marketing campaigns with them:- Educational webinars- Mentions and link exchange- Featuring each other on the podcast, etc.Publish guest posts on industry-known media to amplify your distribution strategy.3. Social & communities.Establish your presence in the channels where your audience hangs out, including:- Industry communities- Review platforms3. DEMAND CAPTURING.To capture the demand, you need to set up an engagement threshold and intent data to start involving strategic accounts in your warm-up ABM plays.To accelerate demand capturing you need to have a buyer enablement program - content hubs that include content tailored to a specific buyer + continuous nurturing.