Full-Funnel B2B Marketing Show

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.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelABM TEAM & SKILLSETHere is the team & skillset you need if you want to consistently generate enterprise 6-figure deals 👇1. Senior ABM manager who is in charge of campaign orchestration, goal setting, developing playbooks for marketing and sales, and managing campaign execution.2. SDR who is in charge for activation of engaged accounts.3. Copywriter to write personalized pitches, landing pages, etc.4. Intent & research specialist.Most B2B companies skip this function because they neglect the importance of research. But if you want to land enterprise clients, you must do your homework:- Understanding account's needs, goals and priorities- Defining the goals and challenges of the buying committee members- Understanding at what buying stage the account currently is- Figuring out how well this account is aware of your productThese insights are priceless for a proper ABM execution.5. Designer is responsible for creatives, landing pages, and direct mail swag.--------These roles should be managed and coordinated by a senior ABM manager.Generating enterprise 6-figure deals requires a lot of customization and personalization, but many B2B companies do it the opposite way.They use the same tactics they used to sell to SMB or obsolete playbooks like:1. Create a wish list of accounts they want to have as clients2. Upload accounts to LinkedIn or 6sense/Demandbase3. Run display ads that lead to gated content or a landing page4. Track clicks and transfer the accounts who clicked the ads to sales5. Sales reach out But enterprise customers don't buy because they saw your "personalized" ad, or they loved your great gated report.They buy if:- They know, like, and trust your company- Every buying committee member sees how exactly your product might help and what's the ROIIt's 2022.Don't expect to generate enterprise 6-figure deals by running "growth hacks" or the same tactics you used to sell $10 subscriptions.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-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/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel𝐇𝐞𝐫𝐞 𝐢𝐬 𝐡𝐨𝐰 𝐦𝐨𝐬𝐭 𝐁2𝐁 𝐜𝐨𝐦𝐩𝐚𝐧𝐢𝐞𝐬 𝐝𝐨 𝐀𝐁𝐌: 1. Create a wish list of accounts they want to have as clients2. Upload accounts to LinkedIn or 6sense/Demandbase3. Run display ads.4. Track clicks and transfer the accounts who clicked the ads to sales5. Sales reach out Results: - Low reply rates. - Huge ads spending.- Miserable ROI. 𝐇𝐞𝐫𝐞 𝐢𝐬 𝐡𝐨𝐰 𝐲𝐨𝐮'𝐝 𝐝𝐨 𝐀𝐁𝐌: 1. Start with team alignment on: - Goals- Metrics- ICP - Account qualification criteria- Segment value prop and positioning 2. Tier segmentation. 3. Create a small team for pilot campaigns. The ideal setup is: 1 marketer - 1 SDR - 1 geo market - 1 vertical - 10 accounts max. Make sure that those who are involved in the pilot campaign, can dedicate at least 80% of their time to execution. 4. Develop a minimal viable stack. If your goal is net new revenue, start with Sales Navigator and one source of intent data. If your goal is expansion, you'll need your CRM only. 4. Develop a simple ABM campaign structure including: - list building- account enrichment & research- warm up- activation- follow-ups & nurturing 5. Create a detailed playbook for the warm-up program. What works for us and our clients" - Demand and awareness via proactive thought leadership.- 1:few partnership webinars and market research with niche associations or communities- Personalized content hubs for buyer’s enablement and further nurturing- Drive engagement with strategic accounts via creative outreach and contextual ads 6. Develop an ABM dashboard with the most important metrics. Your dashboard should include revenue metrics (SQLs, win rate, revenue) and leading indicators that may vary depending on campaign goals. 7. Operationalize ABM processes before scaling. Everybody has other tasks and responsibilities. Make sure there is no overlap with ongoing marketing campaigns and plan how to turn a pilot campaign into regular operations.--- ABM is not a magic wand that can convert any company into a customer. You can't upload a wish list to ABM software and expect a 7-figure pipeline. You need to make appropriate shifts in your marketing and sales teams and have the necessary skillset to run and maintain ABM.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-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/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Fred Linfjard, Director of Growth Marketing @ Planday to talk about their shift from marketing to SMBs to marketing to Enterprises and launching ABM campaigns from an experienced Director of Marketing.Planday is adding ABM to its operations right now. You can learn about the top challenges and learnings from launching it.We'll cover:- Top mistakes most B2B companies make when switching from marketing to SMBs to marketing to Enterprises- Team shifts: ABM team + skillset required to successfully launch ABM- What ABM campaigns Planday launches to generate enterprise clients- How Planday aligns marketing to enterprises with marketing to SMBsOn-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/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Nick Bennett, Director of Evangelism & Customer Marketing @ Alyce talking about how to use a personal brand to drive pipeline and revenue.​We cover:​+ What most people get wrong about personal branding​+ How to build a personal brand while working for a company​+ How to use a personal brand to drive pipeline​+ The core pillars of personal brandingWHY PERSONAL BRANDING?Here is what you hear about building a personal brand:- consistently show up- share the valuable content- be patient, and the results will come.But what if you don’t have time to consistently share content and hang out on LinkedIn?What if creating and sharing more posts on LinkedIn, publishing more articles, engaging with all the content that is shared won’t lead you to more revenue?If you have these questions, switch your focus and ask yourself instead:How to make sure my target accounts see and consume the content I’ve already created? How can I build a relationship with them?You don’t need more views, likes, or followers.You don’t need to hang out on LinkedIn 2-3 hours per day commenting on the posts of all the influencers “to be noticed” and “build the audience”.Your goal is to connect with your target accounts, nurture them, learn about their needs, and come up with solutions at the moment when they need them.If you are able to nurture 50-500 accounts with your content, you become a thought leader for them and the 1st vendor they’ll think about.That should be the end goal and key focus for everybody who is thinking about personal branding, not 10k followers.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/blogNick on Linkedin: https://www.linkedin.com/in/nickbennett1/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe sat down with Amanda Natividad, VP marketing SparkToro to nail down how to develop a full-funnel content strategy.Tune in to learn:- How to identify what content you’d publish to generate demand for your products- ​How to attract the attention of your target market to your content- How to align content strategy with the buying journeyOn-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 Amanda on Linkedin: https://www.linkedin.com/in/amandanat/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe sat down with Parry Headrick to share a framework on how to build a media machine with limited resources in 2022.We cover:- How to build a media machine for B2B tech companies- How to get featured in the top industry media- Why do lots of B2B companies suck at doing PR- How to measure PR efficiencyLast year at Fullfunnel.io we developed a media machine that generated:- 63 inbound opportunities and a $400k pipeline- 30+ interviews in the top b2b marketing podcasts, including B2B Growth and The ABM Conversations Podcast.- Featured in CXL, MarketingProfs, Terminus- Gigs at AdWorld Inc. and ProductLed conferences- Bring more than 10k in donations to Ukrainian families and armyAll without ever reaching out to prospects or hosts.Here are 7 elements of our media machine.1. LinkedIn thought leadership and proactive engagement.Every workday we post with Vladimir Blagojević about full-funnel marketing and ABM. We also proactively engage with 4 audiences:- Engagers- ICP- Event organizers- Partners2. Every month we host an educational webinar with tech companies that serve similar audiences - B2B tech companies with high ACV.We don’t pitch, both promote with a partner the event, expand the network and generate awareness and demand.3. Every month we promote an actionable case study with the details of the campaign we launched with one of our clients. These case studies usually create the most demand.4. Every week we send a Full-Funnel Insider newsletter (https://fullfunnel.io/marketing-newsletter/) that includes one actionable advice (breakdown of a campaign or specific case studies), curated best LinkedIn updates, and recordings of our podcasts and webinars.5. Weekly Full-Funnel B2B Marketing Podcast: https://fullfunnel.io/podcastEvery week we sit down with prominent B2B marketing leaders to discuss all things related to B2B marketing. Everybody from our community can join and ask questions live.6. Annual Full-Funnel B2B Marketing Summit: https://fullfunnel.io/summit/Last year we invited 50+ speakers and hosted a 5-day virtual summit that was attended by 4k+ people across the world.7. Content distribution.We don’t overwhelm our audience with posting about the same piece of content every single day and proactively distribute it in the 1st two weeks after publishing it.Parry on Linkedin: https://www.linkedin.com/in/parryheadrick/