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PODCAST

Full-Funnel B2B Marketing Show

Andrei Zinkevich

Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io. Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM). Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales

business marketing

All Episodes

47:23

Episode 76: Positioning for growing tech companies or...

Full-Funnel B2B Marketing Show ·

2021/12/13

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

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43:18

Episode 75: How to get your PR pitches accepted by...

Full-Funnel B2B Marketing Show ·

2021/12/06

I got lots of spam emails promoting guests to my Full-Funnel Podcast. I never reply to any of them. Here is why.These BDMs try to show fake love to our podcast saying:“I love your podcast, especially episode #XX, keep up the great work!That said, I have a great guest for you.John Doe is a serial 7-figures entrepreneur who will happily join you as a guest. Here is his bio.Let me know when you want to set up a call with him.”Here is the truth.1. You didn’t listen to the episode. You just chose the

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32:32

Episode 74: Driving international demand in a niche...

Full-Funnel B2B Marketing Show ·

2021/11/29

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere are 5 things CitizenLab does to drive international demand in a niche market.Ctizenlab helps governments solve a problem that's hundreds of years old (constituent engagement). Unfortunately, this also means that a lot of would-be clients are not aware of modern tech solutions.During an interview at Full-Funnel B2B Marketing Show, Amir Bolouryazad shared 5 things they do to create that awareness and drive demand for their

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50:19

Episode 73: ROI taxes, linear mindset, and GTM...

Full-Funnel B2B Marketing Show ·

2021/11/22

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelWe're meeting with Vladimir Blagojevic to discuss the recent research we did with B2B tech companies about marketing strategy.Key points we are going to discuss:Key challenges and the root reasons why B2B companies are struggling to create an effective marketing strategy.The ROI taxes almost every B2B company is paying nowadays.The core elements of the 2022 B2B marketing strategyThe linear mindset, and how to get

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35:28

Episode 72: 4 things Datadobi did to create a new...

Full-Funnel B2B Marketing Show ·

2021/11/15

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel4 things Datadobi did differently to **create a new market**.(+ 5 indicators that the strategy is working). 🤯Datadobi pulled off one of the most difficult, expensive, and risky go-to-market strategies: category creation. And they did it WITHOUT external funding. Here is how: **1. Piggybacked on an existing platform** If your team has experience with a major technology platform, you might be able to turn it into a unique

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64:53

Episode 71: ABM case study: 76% reply rate and 6...

Full-Funnel B2B Marketing Show ·

2021/11/13

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelTune in to learn:— The lowest hanging fruit to build an effective account list for a pilot campaign— How to validate your message before the outreach— Why do most B2B companies suck with warm-up programs— How to personalize your pitch— Overview of campaign materialsRESOURCES:Video & slides: https://youtu.be/6bliQXAhtxAOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-cFull-Funnel Insider - A Marketing

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67:32

Episode 70: Hands-On LinkedIn Prospecting. How to get...

Full-Funnel B2B Marketing Show ·

2021/11/09

We sat down with Thibaut Souyris on a new live episode of Full-Funnel Podcast to discuss:1. How to find relevant triggers to start a conversation with prospects2. How to turn conversations into opportunities3. How to add non-sales touches to your prospecting4. How to boost sales presence with demand generationTune in to see a live prospecting masterclass: https://youtu.be/IkRy_2Di7e0RESOURCES6-Weeks ABM Playbook: https://fullfunnel.io/account-based-mFull-Funnel Insider - A Marketing Newsletter For

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38:06

Episode 69: Five things Rydoo’s marketing team did on...

Full-Funnel B2B Marketing Show ·

2021/11/01

Here are 5 things that helped Rydoo get to $63 mln in ARR:1. Nailed the ICP and positioningAsk yourself: - Are we really focusing on your ICP? - Is our ICP up to date? - Does everyone in the team have the same understanding of who the ICP is?- How are you different and worth buying? - How do you position your product in the market? - Do sales people so NO to some prospects?Jan Dejosse shared a simple "bear hug" technique to keep your ICP up to date during his interview. Jan is Rydoo's VP of

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49:40

Episode 68: Developing a centralized ABM playbook and...

Full-Funnel B2B Marketing Show ·

2021/11/01

I sat down with Andy Culligan to nail down the process and discuss:- How to build a centralized ABM playbook from scratch- How to onboard and train sales on ABM programs properly- How to scale ABMRESOURCES6-Weeks ABM Playbook: https://fullfunnel.io/account-based-marketing-playbookFull-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:

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35:22

Episode 67: Landing enterprise deals that get you...

Full-Funnel B2B Marketing Show ·

2021/10/25

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel"At a certain moment, we had monthly acquisition offers". This is quite a feat for a B2B company like Tenforce, active in a narrow B2B niche. What made them stand out? The fact that they landed some of the biggest chemical manufacturing companies as clients. Tune in to listen to Bastiaan Deblick sharing his key lessons in enterprise sales and marketing: - How to run 1-1 personalized campaigns to engage your target accounts -

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58:00

Episode 66: How to differentiate your product in 2022...

Full-Funnel B2B Marketing Show ·

2021/10/21

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelCopying what others are doing and being a commodity is a safe decision, but you’ll always be struggling.GTM strategy shouldn’t be dictated by your competitors, but by your customers. Yet in any given B2B market, companies never talk to their customers and just copy what others are doing.Same press releases, social media updates, and blog posts nobody cares about.Same boring ads and landing pages with 0 differentiation.Same

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29:16

Episode 65: Building a 20+ marketing team driving 75%...

Full-Funnel B2B Marketing Show ·

2021/10/18

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHow do you build a 20+ marketing team — driving 75% of new customers?That’s the story of Linode, a public cloud company of almost 20 years.Three years ago, they embarked on a journey to accelerate their growth, and build out their marketing operations. Tune in to hear Rob Yoegel share his lessons from this fascinating journey:- How to market to people who deeply mistrust marketing (developers)- Why marketing really begins when

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39:10

Episode 64: Telling a story that gets you acquired...

Full-Funnel B2B Marketing Show ·

2021/09/20

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelThree deadly misconceptions about PR:🚫 PR is about which reporters you know𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: Everyone has access to the same lists of reporters.🚫 PR needs a relentless bulldog who'll plow reporters' inboxes till he gets you published𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: There are 7 PR people for each reporter. Volume approach is doomed.🚫 All you need is a creative storyteller to get you coverage𝙏𝙝𝙚 𝙩𝙧𝙪𝙩𝙝: PR isn’t magic. It can’t fix

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58:08

Episode 63: How to double marketing contribution to...

Full-Funnel B2B Marketing Show ·

2021/09/17

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelJoin a new Full-Funnel Live Talk where we'll nail down a demand generation campaign that generated 435+ demos, $2.7M+ in new marketing sourced pipeline, and $1M+ inbound revenue in 6 months:1. In-depth researchNailed the ICP, how and why they buy, and mapped the topics and questions they're genuinely interested in2. Aligned marketing on pipeline and revenue,NOT leads or MQLs3. Mapped features to outcomesUpdated the copy

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41:59

Episode 62: Reducing customer friction at every...

Full-Funnel B2B Marketing Show ·

2021/09/06

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelI see that many B2B companies still follow obsolete marketing tactics like:1. Inquiry form that doesn't book a meeting with your sales rep2. 8-fields contact form to sign up for the webinar or download an ebook3. Endless sales qualification4. Fake urgency5. Subscribers and contacts that are presented as SQLAll of these create customer friction at every stage of the funnel and lead to missed opportunities.With Darrell we

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54:04

Episode 61: Maximizing the 12 Cs of LinkedIn Success...

Full-Funnel B2B Marketing Show ·

2021/08/13

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere are the 8 reasons why companies don’t do thought leadership on LinkedIn.1. Lack of big picture: what can I get out from it aside from likes, views, and followers?2. Lack of skillset: I don’t know how to write content.3. Imposter syndrome: I have nothing to share and who’d be listening to me?4. Lack of patience: it will take lots of time and effort until I’ll see the tangible results.5. Time and priority: I don’t have time

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45:28

Episode 60: ABM in Scandinavia with Thorstein Nordby

Full-Funnel B2B Marketing Show ·

2021/07/21

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelOne of the most tech-savvy and advanced markets in Europe is Scandinavia. Scandinavian companies have a high purchasing power, yet, according to Thorstein Nordby, lots of them got stuck in the 2010 inbound marketing playbook:— Create an ebook— Create a landing page — Run ads— Send all the contacts that downloaded the ebook to salesCompanies that do marketing differently there can immediately cut through the noise. Especially,

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42:20

Episode 59: Mental Models For Running A Successful...

Full-Funnel B2B Marketing Show ·

2021/07/14

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelLearning should be about learning the basics in all the fields and learning them really well over and over.Life is mostly about applying the basics and only doing the advanced work in the things you truly love, and where you understand the basics inside out.Naval Ravikant.Most people that know me, say that I’m a very organized and systematic person. But this is a skill I gained, trained, and cultivated, I wasn’t born with it.I

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39:25

Episode 58: ABM in APAC with Shahin Hoda

Full-Funnel B2B Marketing Show ·

2021/07/06

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelHere is how Shahin Hoda from XGrowth helped one of their clients generate 26 meetings with strategic Tier 1 & Tier 2 accounts, and generated $1.2 million of sales-qualified pipeline value.Step 1: Account list buildingShahin worked with a client on a list of 100 dream accounts (Tier 1 & Tier 2) that had a high likelihood of success.They passed the list of accounts through the prioritization metrics like the recency data

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59:05

Episode 57: The Art Of The Customer Interviews with...

Full-Funnel B2B Marketing Show ·

2021/07/01

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnelMost marketing campaigns are doomed beforehand because of naive B2B funnels. The B2B companies that still think that their customers have a linear buying process like:- Saw the ad / Outreach message / Website snippet on Google and clicked the CTA- Arrived at the landing page and submitted a form or purchased the product... are burning the marketing budgets. The truth is that the decision-making process usually happens in

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