Full-Funnel B2B Marketing Show

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Corrina Owens, Senior ABM Manager @Gong talking about building and scaling ABM in B2B tech companies.​We'll cover:- ​How to embed ABM into daily marketing operations: Gong's example- ​How to scale ABM without significantly increasing the marketing budget- ​How to build ABM team: roles & functions- ​How to measure ABM success​Gong's most successful ABM campaignsCorrina on Linkedin: https://www.linkedin.com/in/corrina-owens/RESOURCESOn-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

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI sat down with Nick Wentz from Clearbit to nail down B2B attribution model.We’ll cover:- How to score leads on intent/engagement and personalize marketing activities to generate opportunities- What data points should be added to your attribution model- ​How Clearbit uses attribution and intent models in ABM campaignsOn-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

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelStrategic positioning for B2B tech companiesWe'll cover:​Positioning red flags or how to identify your positioning sucks​Strategic positioning framework to clearly explain what you do, who you serve, and how you're unique​How to blend strategic positioning, messaging, and marketing plan to build a marketing engine that drives consistent resultsMark on Linkedin: https://www.linkedin.com/in/markev/RESOURCESOn-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

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel5 most common content marketing & demand generation mistakes B2B companies with a high ACV make.1. Lack of customer insights in content strategy.Focusing on providing answers to the questions your target audience is interested in generates more opportunities than generic top-of-the-funnel articles for high-traffic keywords.Companies miss one point:The goal of the content is not generating traffic but generating demand and more sales-qualified opportunities.Simple formula: in-depth answer to buyer’s questions + your expertise/examples = demand.2. Copying B2C/e-commerce.more articles - more keywords + longtails - more traffic - more revenue works in B2C but not in B2B.The quality of content in B2B over weighs the quantity.3. Hiring cheap writers.Hiring cheap writers or writing content with an AI assistant is the easiest way to fall down. Your market will immediately recognize low-quality content and will ignore you.4. Copying giants.Until you are building a new sales or marketing community like Sales Hacker, you don’t need to have a blog like HubSpot to generate quality B2B leads.Otherwise, after 6 months of publishing dozens of blog posts, hundreds of social media updates, you’ll realize this has had a miserable impact on your bottom line.5. Developing content funnels.Demand generation is not linear.If a person downloads an ebook or signs up for your webinar, it means they are interested in the topic, not your product. If you are going to send these contacts to sales, you’ll burn out your pipeline fast.What if marketing stepped out from the keyword research for their content strategy and set down with sales asking about questions, concerns, needs, and challenges across the buying journey?What if sales invited customers to contribute to the content?Then content starts resonating with a target addressable market.Sales proactively distribute it to the target accounts because they have a good reason for a non-sales touch.Customers happily share the content inside their organization and with their network.Sales get lots of pieces of content to share on social media.This simple shift leads to inbound opportunities and opens doors to engage target accounts way better than expensive ip-based ads, gated e-books, or virtual events your audience doesn’t care about.That’s why a content engine is crucial for long-term success.I sat down with Erin Balsa to chat about building a content marketing team and creating a content engine at B2B tech companies.We are covering:1. How to hire great writers and content marketers.2. The minimal viable content team: roles and functions you need3. How to develop a great content strategy even if your market is boring and conservative.4. How to attract attention to your content and generate demandErin on Linkedin: https://www.linkedin.com/in/erinbalsa/RESOURCESOn-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/blogGet 10% off Happier Leads - website identification software: https://happierleads.com?via=fullfunnel - apply code ANDREI.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel3 enterprise sales strategies that took this team from $0 to $30mil:1. Perfect Customer ProfileLanding enterprise deals takes a LOT of your team’s time and resources.So you want to make sure you’re working on the RIGHT opportunities that you can close.Ryan Staley shares a simple 5X5X5 framework to nail the perfect customer profile. Look at:- 5 largest deals you won- 5 fastest deals you won- 5 largest deals you lost2. Referrals For RevenueWord of mouth is the KEY influencers in making B2B purchase decisions.The good news is that 83% of the customers are open to providing a referral... if you know WHEN and HOW to ask for it.The key is to choose a peak moment, do your homework, and make it super-easy for your customer to say yes.3. Sales Operating SystemSales is not about specific tactics, but a proven end-to-end process.Ryan shares two key sales operating systems(1) The Whale Scale – the targeting and sales system to eitherA. Move up market consistently in terms of the average deal sizeB. Focus brand-new enterprise team or enterprise GTM on 80K+ average deal sizes for exponential growth.The beautiful thing is if you implement the move upmarket strategy over 5 years a 2x growth would lead to 36x’ing your deal size(2) Expansion Scale – focused on the Life Time Value and deal expansion. Most $1m-$30m companies walk right by this one because they either have an untrained CSM trying to upsell or an undefined sales process for expansion/upsell revenue.RESOURCESContinue learning: https://www.whalesellingsystem.com/closingsecretsCheck out Ryan’s podcast The Scale Up Show: https://open.spotify.com/show/39FMS44jbijarB1VR55klaAnd reach out to him via his LinkedIn profile: https://www.linkedin.com/in/ryan-staley/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWhile demand generation creates awareness and demand for your brand, it's not predictable. You can't control the outcomes of your content and demand activities. Account-based marketing is predictable but doesn't work effectively without demand generation when scaling. If you sell a B2B product or service with a 5+ figure ACV, you need both. Demand gen activities bring more prospects that fit your ICP and create awareness. They are just curious and not ready to buy. Your next step is creating dedicated programs to activate these prospects. Here is a practical example. 1. We plan a partner webinar with one SalesTech software and promote it to our audiences. 2. SDR from our future client signs up and sends a link to the marketing team. 3. One of the marketers checks my profile on LinkedIn and starts following me. 4. The same marketer searches our website and reads some of our case studies. Then, sends a link to the COO, recommending to sign up for the webinar. 5. After the webinar, we send a content hub with our case studies, benefits of implementing account-based demand generation for marketing, sales, and COO. 6. We see that the team spends in total more than 40 minutes in our content hub consuming the content. 7. I reached out to the marketer & COO asking for feedback about the webinar and the content hub. 8. After hearing back, I asked if they would be interested in a quick chat where I could explain to them how to implement the same strategies. 9. A few calls later, the contracts were signed. Could we sign the contract without manual activation (ABM)? Probably, yes. But there is always a risk of "let us try doing it ourselves first" and losing the momentum. Could we sign a contract with that account without creating awareness and demand first? Probably, yes. But it'd take us way longer to build relationships and gain trust with that company.-----------------------------------------------------------------As you see, this case study has nothing with the linear sales funnel most B2B companies try to create. You must understand how your customers are buying. Then, marketing (creating awareness & demand) and activating them accordingly. I sat down with Katelyn Bourgoin to share with you: ​- How to run effective customer research for B2B tech companies to understand how your customers are buying ​- How to identify buying triggers and adapt your marketing to capture the demand of customers that are not aware of your product ​- How to align your marketing with the buyer journey - Full-funnel marketing case studiesOn-Demand B2B Marketing Courses: https://fullfunnel.io/marketing-newsletter/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/blogRESOURCES WE'VE MENTIONEDTurn your customer’s Job-to-be-Done into innovative marketing ideas: https://strategyn.com/trigger-framework-and-jtbd/Why We Buy newsletter: customercamp.co/newsletter/Katelyn on Linkedin: https://www.linkedin.com/in/katebour/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin me and Kyle Lacy, SVP of Marketing @Seismic talking about building a great marketing team and discussing lessons learned after growing Lessonly for 5 years.​We cover:​- The most important skills of VP of marketing​- How to build a great marketing team​- How to onboard and serve new team members to help them to deliver asap- Lessonly growth breakdown: what made Lessonly so successful in the SalesTech space?---------------------------------------------------------------------------------------------------------------------RESOURCESOn-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--------------------------------------------------------------------------------------------------------------------BEHIND THE SCENES OF THE EPISODEHere is a story I witnessed a year ago.CEO: Welcome on board. You are a prominent growth marketer, and with your help, we are looking to achieve our growth targets. Sales: Hope you'll help us to generate more leads. Marketer: Anything I need to know before starting out? Executive and sales: No, just go ahead and feel free to do whatever you think will help us to grow. 3 months later. CEO: I'm not satisfied with your performance. You didn't hit our leads' quota. Also, the CAC is higher than expected. Marketer going red-face: Well, but you didn't give me clear priorities. I set up a Google Ads campaign, booked a sponsorship for an upcoming industry conference, hired an agency to help us with content and SEO, published and promoted an ebook on LinkedIn. All leads were sent to sales. Also, I'm negotiating with a web agency to redesign our website. Sales: But the leads are not sales-ready. We just wasted our time. CEO: Google Ads never worked for us because our target market is not actively buying. Also, we played several times with promoting e-books, and it didn't work. I expected you'll help us to grow...---------------------------------------------------------------------The moral of that said but a true story I witnessed a year ago: If you don't onboard your marketer properly, set up clear priorities, share with them marketing documentation (what worked and what didn't), marketing performance will be always far from expected. Many B2B companies make the same fundamental mistake when hiring a marketer or growing a team. That's why I decided to kick off the new season of the Full-Funnel Podcast with Kyle Lacy, SVP of Marketing at Seismic (ex Lessonly by Seismic) talking about building a great marketing team.

In this episode, Shelby Torrence, Head of Marketing at Deliverect, shares three things the marketing team did differently to sign 14K establishments. They focused on continuous learning about their customers, amplified word-of-mouth through customer stories, and embraced a global-local approach with transparent budget distribution. The episode also covers personalizing content for the top of the funnel, leveraging customer stories, a successful 'hidden gems' contest, marketing efforts, scaling the team, and the importance of understanding partner needs.

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel1. Keeping product positioning differentiatingThey key to monitor the market and keep the positioning unique and meaningful. The ClickShare product went through three stages: 1. Startup phase, where ClickShare was positioned as a Barco product, adding credibility to the new proposition2. Scaling phase, where they looked for the core value, and positioned ClickShare as the "cable killer". This positioning did wonders because all of a sudden, everybody knew, "hey, here's ClickShare, I can get on screen with just one click (an no cables)"3. A few years later, the team realized that the "cable killer" may not do 100% justice to a product that's become fully networked and targeted primarily at the IT manager. With COVID coming along, they repositioned the product as a better way to do hybrid meetings, with a new series of product ClickShare Conference.2. Using stringent criteria for MQL, as qualified by salesMQL at Barco is qualified by sales.Inside sales speak with the prospect, and qualify their need, budget, timeline and decision authority.An amazing 99%+ of MQLs end up being accepted by sales. 3. Running a free trial program — for a hardware product This program has a whooping 50% conversion rate (from a trial to a deal). Barco actually ships a box with a base unit, the receiver, and also the click share buttons — along with instructions on how to set it up. There is also a helpline available that can assist you if need be.4. Investing in thought leadership that gets you PRYou don't often think of thought leadership when it comes to hardware product. But Barco recognized early on the opportunity to claim thought leadership around the future of meetings. For example, Barco introduced the meeting barometer research around the question "Did meetings get better for you over the last six months?". This brought them: - Major media attention (e.g. interview on Sky News on Sunday morning and lots of press)- Sales enablement material that sales people could use as a conversation starter5. Running a sales enablement program Barco has a combined go-to-market: - Indirect, via a network of 5000+ resellers globally- Direct for Fortune 1000 accounts (Barco's internal sales team) The sales enablement program has three pillars: - Creation, making sure that partners and the internal sales team have the right assets available. The key is to have lots of conversations with the sales team, partners, product management, customer councils... - Communication, because you can build the best possible set of assets, but they are not valuable if nobody knows where to find them- Evaluation, which is a continuous process of checking which assets are actually getting used and liked, and which of them need an updateRESOURCES:Lieven on LinkedIn: https://www.linkedin.com/in/lieven-bertier/ClickShare https://www.barco.com/en/clickshareOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-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

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI've analyzed 100+ sales opportunities we've generated in 2020-2021. Here is the #1 reason why our prospects lose most deals: "Our leads don't fully understand the value of our product and how is it different from our competitors". Which could be translated into marketing languages as: "We have a weak positioning and don't have a unique value proposition". If you face this challenge, then it doesn't matter what marketing campaigns you are running — you'll be losing most of the deals. At Fullfunnel.io, we have developed a 6-step framework to create a killer positioning and defined 11 positioning strategies you could use: 1. Choose your focus go-to-market segments2. Develop an Ideal Customer Profile. 3. Analyze your competitors' positioning and marketing message.4. Pick your positioning category by leveraging one of 11 positioning strategies (check them here: https://fullfunnel.io/marketing-posit...)5. Do positioning panel tests and validate it with existing clients. Refine after the tests.6. Update your marketing message and all marketing assets with new positioning. The goal of this framework is to get your special unique value into the center of your positioning so that it is obvious to customers. Done properly, this positioning should focus your customers on your strengths so that they can quickly understand what you do and why they should care, as April Dunford says. We sat down with April Dunford to nail positioning exercise and share with you: 1. How to identify what positioning strategy will work best for you. 2. How to validate your positioning and make sure it emphasizes your unique value and resonates with customers. 3. 5 components of positioning you'd use 4. The most common positioning mistakes B2B companies make without realizing it.RESOURCES:April on LinkedIn: https://www.linkedin.com/in/aprildunford/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/blog