Full-Funnel B2B Marketing Show

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/blogRESOURCESTExample model: https://docs.google.com/spreadsheets/d/1V9TWYzFTEwqGFrKacfsUEh-eDibDS8c-/edit#gid=728008133Search analysis template: https://docs.google.com/spreadsheets/d/15m82m0z-PMJrWdrlsaqO8TT7E4kuhe_ygjWzFEd7GSc/edit#gid=0Budget split between create + capture: https://www.linkedin.com/posts/samkuehnle_marketing-digitalmarketing-demandgeneration-activity-6942091873549221888-EfpV/Paid search analysis walkthrough: https://www.linkedin.com/feed/update/urn:li:activity:6900057641561714688/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6900057641561714688%29Content consumption by medium: https://www.linkedin.com/feed/update/urn:li:activity:6906580138381623297/?updateEntityUrn=urn%3Ali%3Afs_feedUpdate%3A%28V2%2Curn%3Ali%3Aactivity%3A6906580138381623297%29HOW TO BUILD A B2B DEMAND GEN STRATEGY FROM SCRATCH1. 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. RUN 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. CATEGORIZE DEMAND TOPICS1. B𝐮𝐬𝐢𝐧𝐞𝐬𝐬 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬 𝐭𝐡𝐚𝐭 𝐜𝐚𝐧 𝐩𝐮𝐬𝐡 𝐲𝐨𝐮𝐫 𝐛𝐮𝐲𝐞𝐫𝐬 𝐭𝐨 𝐬𝐞𝐚𝐫𝐜𝐡 𝐟𝐨𝐫 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.2. D𝐞𝐦𝐚𝐧𝐝 𝐭𝐫𝐢𝐠𝐠𝐞𝐫𝐬: what can attract their interest and motivate them to learn more about the problem or an opportunity?3. 𝐃𝐢𝐬𝐜𝐨𝐯𝐞𝐫𝐢𝐧𝐠 𝐚𝐧𝐝 𝐞𝐯𝐚𝐥𝐮𝐚𝐭𝐢𝐧𝐠 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.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. LAUNCH A PILOT CAMPAIGNDon’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* 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. OPERATIONALIZEAfter your campaign gets traction, document the process and onboard or hire a team member to maintain the campaign.8. CREATE A REPORTAdd 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. GRADUALLY LAUNCH AND DOCUMENT NEW DEMAND GENERATION AND DEMAND CAPTURING CAMPAIGNS.10. DOCUMENT AND 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.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me, Stapho Thienpont, and Stef Hamerlinck, brand builder at Alan sharing:- The step-by-step process of creating a B2B brand strategy with examples from Alan: raising $490mln, growing to $258mln ARR and acquiring 20k customers in 3 countries.- How to make sure people recognize and connect with the brand at every stage in the funnel- How to make media talking about your brandRESOURCESTOn-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 OVERVIEWHere is how we develop a brand strategy for B2B tech companies(Fullfunnel overview).1. 𝐈𝐂𝐏 (𝐈𝐃𝐄𝐀𝐋 𝐂𝐔𝐒𝐓𝐎𝐌𝐄𝐑 𝐏𝐑𝐎𝐅𝐈𝐋𝐄).You need to understand:- who is your ICP,- what problems your product solves for them- what goals or results your product helps to achieve- how do they buy and what influences their decisions- how and where do they learn (channels and platforms), what matters for them, and what can attract their attention.Enrich your ICP with 3 pillars:- Firmographics and account qualification- Buying commitee- Buyer journey2. 𝐁𝐑𝐀𝐍𝐃 𝐒𝐓𝐑𝐀𝐓𝐄𝐆𝐘 𝐏𝐈𝐋𝐋𝐀𝐑𝐒.- 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐚𝐧𝐝 𝐜𝐚𝐭𝐞𝐠𝐨𝐫𝐲 𝐝𝐞𝐬𝐢𝐠𝐧.Become a big fish in a small pond and create a new category for inside a lucrative one (riches in niches).- 𝐕𝐚𝐥𝐮𝐞 𝐏𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐚𝐧𝐝 𝐃𝐢𝐟𝐟𝐞𝐫𝐞𝐧𝐭𝐢𝐚𝐭𝐢𝐨𝐧.What makes your brand different from alternatives and competition? What value it provides that others don’t?- 𝐁𝐫𝐚𝐧𝐝 𝐕𝐚𝐥𝐮𝐞𝐬 & 𝐏𝐫𝐢𝐧𝐜𝐢𝐩𝐥𝐞𝐬.What’s the value or principles your brand translates?Examples:- Full-funnel marketing instead of lead gen.- Building marketing function aligned with the buyer journey.- 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐌𝐞𝐬𝐬𝐚𝐠𝐞.What are you going to say to distribute your positioning and value prop?How can you educate your ICP and create demand for your product?3. 𝐃𝐈𝐒𝐓𝐑𝐈𝐁𝐔𝐓𝐈𝐎𝐍.All previous pillars are useless without appropriate distribution. Develop the distribution strategy to communicate to ICP including:- Content marketing- Thought leadership- Paid distribution- Media- Sponsorship- Events- Internship / Social activitiesStapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode I will tell you how to unlock the power of intent data and use it to determine who is engaging with your brand and what they're looking for. By understanding the intent of your audience, you can create more effective marketing campaigns that truly resonate with your target audience.On-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/blogHow to use intent data to source ABM programs with the engaged accounts. 1. Define key sources of the intent data. At Fullfunnel.io we use: - Albacross to identify accounts that have visited our website- LinkedIn engagement data- [Paperflite](https://www.linkedin.com/company/pape...) to capture the demand and track bottom of the funnel content engagement- Mention tracking specific intent keywords (e.g. ABM agency, ABM consultant Don’t add a lot of sources, but rather focus on a few that can provide crucial insights for your business. 2. Filter the account through qualification criteria. Our marketer filters all the new accounts through the account qualification criteria and applies one of three tiers for each of the qualified accounts. 3. Run account research and fill in the tracking spreadsheet. As the next step, we collect all the publicly available insights about the strategic initiatives of the qualified accounts and map out the buying committee. 4. Define engaged accounts and add them to CRM. Marketer applies engagement criteria, and if the account passes the engagement threshold, the marketer saves it to CRM. 5. Refine the process with SOPs. We create detailed video instructions explaining every step, so any team member can pick it up at anytime 6. Report frequency. In our case, we collect the data on a daily basis and ask the marketer to send the account engagement report on a weekly basis.---Intent data without clear processes for using it is useless. Your team might get excited about it initially but will start ignoring it in a few weeks. Focus on a few sources and tools, create SOPs, and make sure everybody knows how to use them before adding more sources and overwhelming your team.Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Jim Gilkey from Terminus sharing: ​- Live examples of the research cascade method​- How marketing and sales should collaborate when running ABM campaign​- Real ABM playbooks and case studiesRESOURCES- Account-based beverages podcast: https://www.accountbasedbeverages.com/- Terminus: https://terminus.com/On-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 RESEARCH CASCADETo generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.ABM stands for personalized solutions to companies with a clear need or challenges your product solves.Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.Next, leverage the research cascade method.1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Collect and analyze all publicly available information about target accounts' key initiatives and strategy.Here are the main sources:- press releases- interviews with chief executives- roadmaps- corporate reports- earning calls2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.Research the buying committee and collect insights about how they might be involved in the key initiatives.Here are several things you need to pay attention to:What's their role and area of responsibility in the stated key initiative or strategy?- KPIs/OKRs- Challenges- Goals3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.Fullfunnel.io example from selling ABM sprints:Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.Sales: Hit revenue targets faster by winning deals with enterprise accounts.4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.Write down short (I recommend one-page docs) personalized solutions for every buying committee member.Include:- Context- How exactly your product helps to achieve their goals or solve the challenges- Relevant social proof5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).Create a multichannel warm-up and activation program with sales.Include:- Social engagement and selling- Personalized ads- Content hubs- Content collaboration- Direct mail swags- Micro-eventsKeep in mind.ABM is not about volume.ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelIn this episode we are covering: - The consolidated revenue report that demonstrates marketing impact on pipeline and revenue - How to measure different ABM campaigns - How to measure B2B demand generation and intertwine it with the revenue report. RESOURCESOn-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/blogHOW TO MEASURE B2B MARKETINGB2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.REVENUE METRICS.1. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.2. 𝐖𝐢𝐧 𝐫𝐚𝐭𝐞If the win rate is low, it means that either you have bad targeting, have low-quality opportunities, or have a misalignment with sales.3. 𝐒𝐚𝐥𝐞𝐬 𝐜𝐲𝐜𝐥𝐞 𝐥𝐞𝐧𝐠𝐭𝐡.When the sales cycle length decreases, you are accelerating revenue.4. 𝐀𝐂𝐕 (average contract value).5. 𝐒𝐚𝐥𝐞𝐬 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲.Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.If this metric is growing, it proves that you:- target the right accounts,- have a marketing message-market fit,- good buyer enablement- no friction points in the buying process.6. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐎𝐈.Demand or brand activities can't be measured by sales opportunities or CAC.Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.You need to have a holistic approach.PIPELINE METRICS7. 𝐄𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.8. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐬𝐚𝐥𝐞𝐬-𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬.BRAND METRICS.9. Inbound opportunities.10. Media invitesPodcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.11. Brand traffic and brand mentions.Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.---Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same. That being said, every campaign you run should have its own set of metrics.Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/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/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/