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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

54:20

Episode 179: Account progression framework with ...

Full-Funnel B2B Marketing Show ·

2026/03/23

For the new episode of Full-Funnel Live we've invited Steve Armenti, Founder & Head of ABM at twelfth agency. Before starting his agency, Steve spent 6 years at Google where he moved from a content marketer for Google Cloud to leading Global enterprise demand generation program.At this role he successfully increased SQL quality score from 35% to 85% in under one year.One of the keys to success was directly partnering with the SDR team to quantify shared OKRs that drove cross-functional

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69:22

Episode 178: B2B content flywheels that generate 80%...

Full-Funnel B2B Marketing Show ·

2026/03/17

For the new episode of Full-Funnel Live we've invited Diandra Escobar, Founder of Distinctiva.io — the content strategist behind B2B brands generating 80% of their pipeline from LinkedIn organic.With her clients, Diandra replaces content calendars with content flywheels where every piece compounds on the previous one.One client scaled from $1.2M to $3.6M ARR through LinkedIn alone. Another attributes 80% of leads to LinkedIn organic. Another one reports their newsletters are hitting 60%+ open

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48:48

Episode 177: How to generate enterprise deals with...

Full-Funnel B2B Marketing Show ·

2026/03/02

For the new episode of Full-Funnel Live we've invited Lauren Goodell, CEO at Zinnia and former enterprise AE at Microsoft and Salesforce who hit 220% quota and made Chairman's Club.You now the harsh B2B marketing reality: enterprise deals take 12-18 months and involve 10+ stakeholders, but most sellers act in "always be pitching" mode.Lauren did it differently to win enterprise deals. She knew her buyer's dogs' names. She knew how the CFO was compensated. She knew exactly which jokes would land.We

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67:13

Episode 176: How to make your B2B brand famous with...

Full-Funnel B2B Marketing Show ·

2026/02/23

In this episode of Full-Funnel Live, Andrei and Vlad invited Tycho Luijten, founder of Dapper Agency and creator of the Niche Famous Framework.They break down how B2B brands actually build fame in their market and stress-test the framework against real B2B enterprise challenges: long sales cycles, tiny teams, and skeptical leadership.Tune in to learn:- How to become the first brand your buyer thinks of — even with a 2-person content team, zero video capability, and a CEO who wants you to “go

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59:11

Episode 175: How to grow in 2026 with long sales...

Full-Funnel B2B Marketing Show ·

2026/02/16

For the new episode of Full-funnel live we’ve invited the legendary Matt Heinz to discuss how to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity.Tune in to learn:- How to handle revenue pressure and prove marketing impact on revenue within the long sales cycles?- What do B2B CMOs do differently to grow in 2026 while handling revenue pressure and requests to deploy AI and ABM?- How to get buy-in from CEO and CFO to shift from demand gen and MQLs to revenue

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67:37

Episode 174: How to talk with sales about ABM with...

Full-Funnel B2B Marketing Show ·

2026/02/09

In this week’s episode of Full-Funnel Live, Andrei and Vlad break down the exact framework for having productive, outcome-driven conversations with sales about Account-Based Marketing.Tune in to learn:How to prepare for conversation with sales team about ABMHow to find the best candidate to run a pilot program together⁠ How to ensure the sales rep will prioritze pilot, and not lead gen KPIsRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A

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74:27

Episode173: How to Create an Account-Based Playbook...

Full-Funnel B2B Marketing Show ·

2025/12/22

In this episode of Full-Funnel Live, Andrei and Vlad break down how to create account-based playbooks that actually match how B2B buyers buy.Tune in to learn:Why ABM playbooks aren’t linear, and how to build for real-world back-and-forth buyer behaviourWhy you need both timeline-based and signal-based playbooksHow to align the playbooks with the buyer journey stageThe importance of multithreading—and how to maintain momentum during long dormant periodsRESOURCESOn-Demand B2B Marketing Courses:

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75:03

Episode 172: How to target accounts in 2026 with...

Full-Funnel B2B Marketing Show ·

2025/12/15

In this episode of Full-Funnel Live, Vlad and Andrei break down the next evolution of ABM: the cluster strategy. They guide you beyond basic firmographics and into the methodology of grouping and engaging high-potential accounts with precision and repeatable efficiency.Join us to learn:Industry vs job role vs use case targetingHow to select the target cluster of accountsHow to plan cluster programsRESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel

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72:12

pisode 171: Marketing role in ABM: what marketing...

Full-Funnel B2B Marketing Show ·

2025/12/08

In this episode of Full-Funnel Live, Vlad and Andrei provide the definitive blueprint for marketing's responsibilities in a high-performing ABM program. They move beyond theory to give you a concrete list of what you should own, the processes you must drive, and the metrics that prove your impact.Tune in to learn:What marketing ownsWhat are the playbooks and process marketing must run together with salesWhat are marketing responsibilities and KPIsRESOURCESOn-Demand B2B Marketing Courses:

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54:59

Episode 170: Balance and planning always-on and...

Full-Funnel B2B Marketing Show ·

2025/11/25

Vlad and Andrei were joined by special guest Ashley Lewin to break down a practical framework for building a marketing plan that drives consistent results and launches award-winning campaigns.Tune in to learn:•⁠ ⁠How to leverage GTM Focus Cycles in marketing planning?•⁠ ⁠How do you balance and plan always-on and strategic programs?•⁠ ⁠How do you budget and forecast them?•⁠ ⁠How do you distribute tasks across your small marketing team?•⁠ ⁠How do you involve sales in any of these programs?•⁠ ⁠How do

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73:20

Episode 169: Why sales ignore marketing with Andrei &...

Full-Funnel B2B Marketing Show ·

2025/11/18

In this episode of Full-Funnel Live, Vlad and Andrei tackle the age-old problem head-on. They move beyond the blame game to uncover the real reasons for the disconnect and provide a practical blueprint for repair. If you've ever wondered why your sales team seems to be operating in a parallel universe, this conversation is for you.Tune in to learn:- What sales actually want from marketing- The real reasons why sales don’t follow up with marketing leads and ignore marketing content - How to fix

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74:14

Episode 168: Audit ABM with Andrei & Vladimir

Full-Funnel B2B Marketing Show ·

2025/11/10

In this episode of Full-Funnel Live, Vlad and Andrei provide a definitive guide to ABM evaluation. They'll equip you with the frameworks and metrics you need to diagnose your program's health, identify hidden weaknesses, and demonstrate clear, tangible value to your leadership.Join us to learn:How to evaluate if you’re running ABM program according to best practicesHow to evaluate gaps in the ABM program that lead to poor performance Evaluating ABM efficiency with leading and lagging indicators, and

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73:36

Episode 167: Full-Funnel's Fundamentals with Andrei &...

Full-Funnel B2B Marketing Show ·

2025/11/04

In this episode of Full-Funnel Live, Andrei & Vlad are going back to basics with a deep dive into the core principles that power a successful, modern marketing strategy.💡 Tune in to learn: ⁠• Full-funnel framework and 6 fundamental pillars• ⁠How to implement full-funnel strategy• How to measure full-funnel marketingRESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:

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71:11

Episode 166: Sales in ABM: The good, the bad and the...

Full-Funnel B2B Marketing Show ·

2025/10/27

In this episode of Full-Funnel Live, Vlad and Andrei are joined by special guest Elric Legloire to pull back the curtain on the sales team's critical role in Account-Based Marketing. We're moving beyond theory to tackle the real-world execution of ABM—the successes, the pitfalls, and the messy details that make or break a program.Tune in to learn: - The role and responsibilities of sales team in ABM - Account prioritization - what companies to select for 1:1 ABM - Account planning - how to

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66:10

Episode 166: Misaligned Despite Our Best Intention....

Full-Funnel B2B Marketing Show ·

2025/07/03

Struggling with misalignment between your marketing and sales teams? You’re not alone. Many organizations face friction when these critical teams operate in silos—leading to missed opportunities, wasted resources, and slower growth.In this webinar, we uncovered actionable strategies to bridge the gap between marketing and sales, ensuring seamless collaboration and revenue growth.🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ Why Are We Misaligned? – The root causes of disconnect between marketing and sales

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58:41

Episode 165: ABM Program to Engage and Land...

Full-Funnel B2B Marketing Show ·

2025/06/02

In this episode Vlad and Andrei are going to share a live ABM case study of our client, Customs4trade, presenting an ABM program to engage and land enterprise sales opportunities.🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ The exact playbooks Marketing & Sales use to win big deals ✅ How to align Sales & Marketing for maximum impact✅ The critical role of SDRs in ABM (straight from an SDR) ✅ How to report ABM results to leadership (and prove ROI)Don’t miss this deep dive into ABM that actually works

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63:51

Episode 164: How to Use Signals in ABM: From Cold...

Full-Funnel B2B Marketing Show ·

2025/05/27

Most ABM programs rely on 3rd party intent data and personalized outreach—but if your buyers don’t know you, no amount of personalization will move the needle. In this episode of Full-Funnel Live, Vlad and Andrei break down what top ABM programs get right: •⁠ ⁠Why 1st party signals are the real ABM gold—and how to generate them •⁠ ⁠How to build a sequence of value-added activities that move target accounts from cold to connected •⁠ ⁠What high-performing ABM programs actually do: from LinkedIn

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55:19

Episode 163: ABM to professional associations [Live...

Full-Funnel B2B Marketing Show ·

2025/05/19

In this episode of FullFunnel Live, we dive deep into a real-world Account-Based Marketing (ABM) case study with our client, BenchPrep. Discover their proven playbook for targeting professional associations—what worked, what didn’t, and the key lessons learned. 🔹 What You’ll Learn: ✅ Live pilot program results – See the real impact of ABM ✅ Key playbooks executed – Tactics that drove success (and what flopped) ✅ Top mistakes B2B teams make when launching ABM (and how to avoid them) ✅ How to get

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52:14

Episode 162: Role of Sales in ABM

Full-Funnel B2B Marketing Show ·

2025/05/05

In this episode of Fullfunnel Live, we discussed with sales leader the role of sales in ABM.Listen to learn:•⁠ ⁠The role of AEs and SDRs in the ABM program•⁠ ⁠The most successful account-based sales playbooks: key activities and metrics•⁠ ⁠How sales should collaborate with marketing in ABM💡 As always, we share real live examples and answer your questions, making this episode a must-watch for marketers and sales professionals alike.📌 Don’t forget to like, comment, and subscribe for more insights on

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60:14

Episode 161: How to run a successful ABM program

Full-Funnel B2B Marketing Show ·

2025/04/28

n this episode of Fullfunnel Live, we discussed with marketing leaders how to run a successful ABM program. Join to learn: •⁠ ⁠How to get buy-in and support for ABM from sales and leadership •⁠ ⁠How to set up a pilot ABM program: resources, budget, technology and timeline •⁠ ⁠How to report on ABM to avoid internal conflicts •⁠ ⁠The most successful ABM playbooks that generated pipeline and revenue 💡 As always, we share real live examples and answer your questions, making this episode a must-watch

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181 results

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