​In the new episode of Fullfunnel Live we'll share a live, step-by-step case study of an ABM program for skeptical IT buyers that generated several enterprise opportunities and won enterprise deals.

We invited our client, João Crisóstomo from TestRail (a brand of Gurock Software), to share:

- How to market to a technical audience not active on social—what works and what doesn't
- How to create expertise content when you don’t have the expertise
- How to warm up buyers not active on social
- How to work with internal and external subject-matter experts

OUR SPONSOR - DEALFRONT

No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr

RESOURCES

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://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin
Andrei on Linkedin
João on Linkedin

In the new episode of Fullfunnel Live we'll share a live, step-by-step case study of a new GTM strategy that resulted in 60% marketing-sourced pipeline (from initial 35%).


We invited our client, Ken Roden, former head of marketing at Wiley's Cross Knowledge brand, to share:


How he got a buy-in from the executives and from sales to completely transform their GTM strategy


The exact account-based marketing program Cross Knowledge (a Wiley brand), has implemented to drive 60% of their qualified sales pipeline


Four transformations most B2B marketing teams need to make, and the step-by-step breakdown of how we implemented these at Cross Knowledge


OUR SPONSOR - DEALFRONT.


What sets DealFront apart? 


It has intent data, data enrichment, social signals, and data verification. You can identify right accounts for the ABM program and quickly define target buying committee members.


DealFront meets Europe's strict standards, ensuring GDPR compliance competitors can't match.


Grab your free demo today at  DealFront: https://bit.ly/3UwLUZr


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://trenches.community/


Upcoming events: https://lu.ma/fullfunnel/events


Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Ken Roden on Linkedin: https://www.linkedin.com/in/kenroden/

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel


In the new episode of Fullfunnel Live, we're going to cover together with Morgan Ingram how to create a content creation and distribution machine for non-sales/marketing audiences.


We'll cover:

• How to enable your SMEs to create and share content

• How to bring external expertise in case you don't have manpower or capacity in-house

• How to distribute content to non-sales/marketing audiences

• How to leverage SDRs for content distribution and account engagement

RESOURCES

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Morgan J Ingram on Linkedin: https://www.linkedin.com/in/morganjingram/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Imagine having a 600X multiplier for a sale: selling once, but having 600 deals come out of the sale.

That can be the power of a successful channel partner strategy - and is the dream of many B2B tech executives I speak to.

But getting a successful channel partner strategy off the ground is really hard.
This is the topic I discussed with Angelo Santoro, the founder and the CEO of Energis.Cloud.

Tune in to learn:

- How to scale a complex B2B company internationally through channel partners

- The difference between real and fake partners (and why partner qualification is key)

- How do you get from signing a partner deal to them actually starting to sell for you?

Packed with practical insights built over the years, this episode is a must-listen for anyone considering selling via channel partners.

Energis.Cloud: https://www.energis.cloud/
Angelo Santoro’s LinkedIn: https://www.linkedin.com/in/angelo-santoro-46b8007/

Never miss a new episode: https://sendfox.com/lp/mnyll3

How do you win against big companies such as Microsoft?

That was the topic that I got a chance to discuss with Paul Van Coillie, the founder and the CEO of Arco Information.

Arco Information started before internet became mainstream, and the company is still going strong in one of the most competitive markets of digitalizing paper-based processes.
What made Arco competitive throughout all these years?

They focused on narrow verticals, and they came up with simple, creative ways to engage their audience — even in virtual events.

Tune in to learn:

- How to get 90% of people to show to your online events (and how to make sure they stay engaged)?
- How to choose which sectors to focus on?
- How do you adapt your communication to make them specific to the sector and the target functions?

Arco’s website: https://www.arco.be/

Paul’s LinkedIn: https://www.linkedin.com/in/paul-van-coillie-270b0/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Too much competition? Here is how a B2B company can create and market a new category.
That was the topic that I got a chance to discuss with Alexander Carpentier, the CEO of Esoptra.
I’m a big fan of what Andy Raskin calls “name the new game”.

Instead of merely attacking the problem (as most B2B brands do), you attack the status quo, the “old game”. You are effectively naming the reason your competitors are becoming obsolete AND introducing a sense of urgency.

“To survive in the newly emerging world”, you say, “what you’re doing today (and what the competitors offer) is not enough. The companies winning in the emerging world play a new game. And our solution is designed ground-up to help you win the new game.
Esoptra is “naming the new game” in a world of high-value goods & services : they are introducing a category of Product-Led Communication.

Tune in to learn:

- How do you come up with a new category?
- The problem with a new category is that your prospects are not aware of it. How to educate your market about the new category and create demand for your product?
- Educating your customers takes time. How do you shorten your sales cycle?
- How do you find early adopters?

Thanks Alexander for nailing the topic!

Learn more about Esoptra’s new offering: https://www.zaza.rocks/

Connect to Alexander on LinkedIn: https://www.linkedin.com/in/alexandercarpentier/

Never miss a new episode: https://sendfox.com/lp/mnyll3

How can you build virality in a complex B2B product — even when you’re selling to large organisations?

That was the topic that I got a chance to discuss with Kaius Meskanen, the founder and CEO of Choicely on our podcast.

Choicely’s doing what Wix and Squarespace did with websites — but for native mobile apps. Thanks to their tech, you can quickly build native apps without any coding.

But check out their go-to-market strategy.

Here’s a mistake that many B2B companies make. Because their tech could potentially be used by many segments, they try to target as broad as possible. But ‘he who chases two rabbits, catches none’.

Choicely realized this early enough. They carefully chose their target segments and built their whole positioning around it.

The results?

An inherent viraility in their product. An easy answer to one of the biggest sales objections.
And as a side-effect, they have been called by some investors “the most entertaining tech company”. I think Kaius has one of the most interesting jobs in tech, with Choicely apps powering events and shows such as Miss Universe, a football cup and a CBS talkshow.

Tune in to listen to their story.

Learn more about Choicely: https://choicely.com/
Kaius on LinkedIn: https://www.linkedin.com/in/kaiusmeskanen/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/

Brian is a former environmental and fisheries scientist turned entrepreneur. He is the creator of The Pillar System and author of the book “The Index Card Business Plan for Sales Pros and Entrepreneurs.” His client list ranges from individual sales reps to Shark Tank entrepreneurs and Fortune 500 companies.

In this episode you'll learn:

- How to persuade executives to shift from focusing on expecting instant results with outbound activities to the activities that will help to generate long-term revenue results
- The most critical mistake marketing and sales make when running their campaigns (and it's not an ICP)
- Why so many sales folks are not satisfied with sales training they are taking?
- 3 things you need to look at to find the 20% of activities that generate 80% of your results
- How to identify the root reasons of your sales challenge and fix it
- 2 points that make
- And the last questions comes to non-sales touches. Most sales have very straightforward approach with a cold outreach trying to book appointments. How to change their mindset that non-sales touches are crititical? What are the most effective NSTs you can share?How to find a right balance between sales and non-sales touches?

Download free copy of "How to Use the Pillar System to
Simplify Your Strategy and Magnify Your Results": ProductivityGiant.com

Brian on LinkedIn: https://www.linkedin.com/in/margolisbrian/

Never miss a new episode: https://sendfox.com/lp/mnyll3

How do you grow a high-ticket B2B SaaS company in a highly competitive space to 200 customers, to about 200 customers in 30 countries — without any outbound sales or marketing?

That was the topic that I got a chance to discuss with Karel Callens, the founder and CEO of Cumul.io on our podcast.

Their secret? Unique market positioning, organic demand generation and customer advocacy - which is a B2B version of brand ambassadorship.

Tune in to learn:

- How to position your product in a highly competitive market so you stand out and become a natural choice to your customers

- What kind of content you need to make to generate awareness and demand for your product

- How to turn your customers into ambassadors, who will even join demos with new prospects to help you sell your product

This was such a fun episode for me to do, because Karel is such a positive and energetic guy, and a pure joy to chat with.

Karel on LinkedIn: https://www.linkedin.com/in/karel-callens-10bb023/

Cumul.io: https://cumul.io/

Never miss a new episode: https://sendfox.com/lp/mnyll3

If repeat / recurring business is important for your company, maybe it’s time to drop your sales and marketing teams.

Let me explain.

If you are like most B2B companies I know, majority of your business will come from 10-20% of you best (repeat) customers.

And if this is the case for you too, maybe it’s time to replace individual marketing, sales and customer success teams with a single revenue operation team.

Today I spoke with Erwin De Baetselier, the CEO of Luceda Photonics who shares this vision — and has made it a reality.

You’ll learn:
* How to get the people who are used to working in silos - to switch to revenue operations
* Why you should reconsider how you incentivise your sales reps
* The main KPIs and who should have a leading role: head of sales, marketing or the client success officer?
* The main pitfalls of implementing an integrated revenue operations team
* How to (not to) approach a B2B CEO if you’re selling complex products or services?
This short 22 minute interview is packed with unique insights.

Erwin De Baetselier on LinkedIn: https://www.linkedin.com/in/erwindebaetselier/
Luceda Photonics: https://lucedaphotonics.com

Never miss a new episode: https://sendfox.com/lp/mnyll3

One of the most difficult business models to get off the ground are double-sided marketplaces.
Imagine having to grow one — but to make it extra hard — imagine one side of the market are enterprise customers.
And then, imagine that your main lead generation channel has completely dried out (e.g. due to the pandemic).

What would you do?

That was the challenge that Karel Vanderheyden, the founder and CCO of VIRTEO had to face. Karel was kind enough to take time out of his busy schedule and let me interview him for our Full Funnel Marketing podcast.

What did I learn?

While most companies turned to mass outreach, Karel executed an elegant ABM campaign.

I could have not described the process better:

- Define market segments where you have the best chance, and the best case studies
- Narrow down even further to nail the ideal customer profile and pick target accounts, one by one
- Identify the members of the buying committee
- Do background research of the account and the people you want to reach
- Reach out to them in a very personalised way

And while Karel is modest and calls his approach old-fashioned, I think he totally nailed ABM and that this short 20 minute interview is packed with practical advice that works even in turbulent times we find ourselves in.

Karel’s LinkedIn profile: https://www.linkedin.com/in/kvanderheyden/
His company website: https://virteo.com

Never miss a new episode: https://sendfox.com/lp/mnyll3

How do you go from successful sales to building a revenue scaling machine?

Today, I spoke to Omar Mohout, an ex-SaaS CEO with a successful exit, ex and current board member of several prominent SaaS companies like Esoptra, Teamleader CRM, Digipolis Antwerp and LetsBuild, a founder and a mentor of various startup and scale-up programs and platforms and an author of 7 books on growing startups.

Today we spoke about the biggest challenge B2B companies face after product-market: going from successful activities and experiments to building a “machine” that can scale.

Why?

Because they underestimate and misunderstand the role of B2B marketing.
They may hire experienced sales people from Oracle or Microsoft in a hope they’ll implement their experience in their company.

But what they should be doing instead is:

- Base their hiring decision on their actual sales funnel
- Understand that the role of marketing is shifting “to the right” (or bottom) of the funnel. From just lead generation to actually influencing the sale and helping moving the deal through the pipeline
- When building the revenue scaling machine, validate the assumptions instead of scaling based on unproven assumptions

Omar’s LinkedIn profile: https://www.linkedin.com/in/omarmohout/
Omar’s books in English:
Lean pricing: https://www.amazon.com/gp/product/B0196Q6MCS
Corporate venturing: https://www.amazon.com/gp/product/B07DFNFWZM
Lea(r)n marketing: https://leanpub.com/learnmarketing
Leaving a legacy: increase your social impact https://www.amazon.com/Leaving-Legacy-Increase-social-impact-ebook

Never miss a new episode: https://sendfox.com/lp/mnyll3

Join 3500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/

Jared Robin is a seasoned B2B Marketing and Sales Veteran. Like me, Jared started his career in sales in 2006 at FedEx. Right now he is a co-founder of the fastest growing community on the web for B2B professionals: Revenue Genius (link to the community is attached to the podcast description). Community grew to 7k members in 5 month just because of great engagement and word of mouth.

Now it has an own magazine, newsletter, and partner with world-known tech brands.

So today we are going to nail the community topic: from idea and growth process to benefits for B2B brands.

- Why did you decide to create a business community as there are tons of them? Why Revenue Genius?

- The question that I’m quite often asked is what is the benefit of running the community for B2B brand?

- I was a member of multiple communities and run my own community B2B marketers&founders on Facebook, but RevGen is the most engaged community from my point of view. How to spark this engagement? How to motivate community members to be active?

- How much time should you invest into community to make it thriving?

- How to get a traction and grow the community? How to motivate members to become ambassadors?

- How to generate business opportunities from the community?

- What are the critical and most common mistakes that make communities fading?

Links:

Jared on LinkedIn: https://www.linkedin.com/in/jaredrobin/
Revenue Genius community signup form: https://revgenius.typeform.com/to/NGwWNIMi

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel


​In the new episode of Fullfunnel Live we're going to cover 15 UNOBVIOUS bottlenecks that make marketing & sales programs fail and the root reasons behind them.

RESOURCES

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Never miss a new episode: https://sendfox.com/lp/mnyll3

With thousands of products and service providers at your prospect’s fingertips, how can you stand out in this cut-throat competitive, overcrowded market?

In today’s world, if you are selling complex B2B products or services, it’s absolutely essential to stand out, in order to consistently win profitable clients that value your expertise.

Referrals work, but the pipeline doesn’t feel as reliable as it once did. The market has shifted.

That’s why I’m so excited to have Luk Smeyers, the founder of The Visible Authority on our podcast.

I met Luk about 8 years ago, while he was the CEO of iNostix, with top corporate clients in their portfolio.

What I found astonishing was that he has never had to sell, persuade or negotiate to grow his business.

Instead, he was consistently writing, speaking, posting on social media and building an authority in his field — while still having to do anything a CEO has to do to running and grow his business.

In this episode, we’ll talk about:
- His 1-day a week content machine that wins corporate clients
- With so much “content spam” out there, how do you make sure your content will actually resonate with your ideal customers?
- How to get your content in front of busy decision makers?

Luk on LinkedIn: https://www.linkedin.com/in/luksmeyers/
Learn more at https://www.thevisibleauthority.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3

How do you double the revenue every 8 months for an enterprise B2B SaaS business?
It turns out, not by spending a ton of money on sales and marketing.
Last week, I had a pleasure to speak with Maarten Verwaest, the founder and the CEO of Limecraft about the three growth loops that drive your SaaS revenue growth.
In this episode of the CEO series of the Full Funnel B2B Marketing podcast, you will learn:

* How customer success beats the pants off customer acquisition as a driver of growth (think exponential versus linear)

* What it takes to sell to enterprise customers such as BBC or Warner Brothers in a market dominated by incumbents with 1B+ in market capitalization
* Why you don’t need aggressive sales targets to create an A-level sales team (and why sales enablement is a better bet)

* How to distinguish the “tire kickers” from the serious buyers during the first sales meeting
We’ll also get into the head of a seasoned B2B CEO when he acts as a buyer of complex B2B products and services.

You can connect to Maarten on LinkedIn at https://www.linkedin.com/in/maartenverwaest or Twitter at https://twitter.com/maartenverwaest
Learn more about Limecraft at https://limecraft.com

Never miss a new episode: https://sendfox.com/lp/mnyll3

“It’s almost impossible to get any kind of attention amidst the flood of Covid-driven desperate marketing attempts by everybody”
This was one of the 76 responses we got from B2B executives we spoke with since the Covid-19 crisis hit.

B2B buyers became more critical than ever, and competition has never been as fierce.
And yet, we’ve seen outreach campaigns with north of 37% response rates.

What do successful companies do different than others?
What are the critical mistakes that B2B companies make that rob them of results?
Why are so many companies complaining about the quality of leads - while others get opportunities talking to them without even considering competitors?

These are the topic we’re discussing in our new episode of Full Funnel B2B Marketing show.

Andrei Zinkevich on LinkedIn - https://www.linkedin.com/in/azinkevich/
Vladimir Blagojević on LinkedIn - https://www.linkedin.com/in/vladimirblagojevic/

Never miss a new episode: https://sendfox.com/lp/mnyll3

84% of B2B buyers start a buying process with a referral.
It costs 5 times as much to win a new customer than to retain or upsell an existing one.
And yet, most B2B companies focus almost solely on acquisition to drive growth.
But here is the worst part.

While most companies assume that if a customer is not complaining, that they are satisfied — in reality, 96% of unhappy customers don’t complain and up to 91% of those will simply leave and never come back!

And still, most B2B companies don’t have a structured customer program in place
That’s why invited Stefan Kolle, the founder and CEO of Futurelab to talk about B2B customer programs that reduce churn, grow retention and lifetime value.

Stefan is one of the pioneers of customer programs.For more than 15 years he and his team help their clients understand the needs of their customers, develop better customer experience, and draw profit from customers’ loyalty and word of mouth.

What I really like about Stefan is that although he’s worked with executives in companies like Heineken, Philips and Toyota, he’s all about practical actions and getting things done.

We’ll talk about:

- The 4 key activities used by successful customer programs to grow lifetime value of accounts, save them from churning, and generate referrals that drive new growth
- How to start with quick wins
- How to get the rest of your team on board

Stefan Kolle on LinkedIn: https://www.linkedin.com/in/stefankolle/

Check out Futurelab’s resource page, it’s jam-packed with valuable content (none of it gated): https://www.futurelab.net/inspiration

Never miss a new episode: https://sendfox.com/lp/mnyll3

Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/
Last year I hosted a corporate workshop for a B2B manufacturing company and asked the CEO and Head of sales to show up. Before the workshop, I gave each of them a clean sheet and asked to write down the #1 goal they are focusing on right now.

CEO wrote their goal is increasing share and activating leads from a specific market segment.

Head of sales told their goal is hitting the revenue quota.

CMO wrote the #1 goal is preparing for the exhibition and updating a website.

The next question was about challenges.


Sales: Marketing doesn't help us in hitting the revenue quota.

Marketing: We don't have any idea what sales and customers need. Sales don't talk to us.

This is exactly why I start all the corporate workshops with marketing and sales alignment.


If your marketing doesn't help achieve strategic business goals and doesn't help sales to hit the revenue (not leads) quota, your company will always have a growth bottleneck.

If sales don't initiate the conversation, then marketing should.

Last month I arranged a full-funnel B2B marketing summit where Day 4 was devoted to sales. I talked to B2B sales leaders and asked what kind of help they expect from marketing. It was a blast!

The only thing that made me upset: a person who I was looking forward to chatting, Dale Dupree, Founder of The Sales Rebellion, couldn't join us.

Now I'm going to fix it and chat with Dale today about sales enablement and his perspective as B2B sales leader on:
+ What marketing should be helping sales with?
+ How to create a killer sales enablement program from scratch?
+ Why lots of executives hate sales?

Dale on LinkedIn: https://www.linkedin.com/in/copierwarrior/
Website: https://www.thesalesrebellion.com/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Join 1500+ B2B marketers from companies as Siemens, Tribe47, House of Marketing, Zoho and many other at Getleado Insider Email community: https://getleado.com/marketing-newsletter/
If you are marketing your product in the US the same way you are promoting in Europe, you will fail.
This rule applies not only to the tech startups but mature, established companies. We all know the stories of Tesco, Carrefour, Suzuki, and other well-known brands whose US expansion led to significant losses.
Matteo Fabiano researched 300 tech international companies entering the US market and figured out nine common mistakes.

- Lack of Focus
- Misunderstanding the Market Dynamics
- Sample of One (Customer)
- Poorly Localized Product
- Too Much Focus on Technology
- Insufficient Marketing Firepower
- Bad Hiring Decisions
- Slow Reorganization
- Not Understanding Cultural Differences

Matteo's research motivated me to find a guest for the full-funnel B2B marketing podcast who can explain how to avoid these mistakes and launch your product on the US market successfully.
Today I'm going to chat with a seasoned B2B marketer and entrepreneur Ben Baker who runs podcast YourLIVINGBrand.live.

- What is the #1 thing you hate about companies that entry US marketing?
- What are the most important things about US tech market we should know?
- What are the biggest misbeliefs or stereotypes about US market?
- Let’s pretend you became a CMO of my new startup ROIplan. What will be your first steps to launch it in US? How will you market it?
- How to become an active member of US growth and tech communities if you are miles away?
- You commented my latest post on LinkedIn saying that: "The one thing I can say here is that trust is a huge factor right now. People need to believe that you understand them, their needs, their wants and their desires». How to establish trust on US market if nobody know you?

We also have some questions from the community:

- What are the best practices of marketing B2B services in the US?
- What messages resonate with the audience? What can motivate them to buy your product or service?
- What are the most common made mistakes in advertising on LinkedIn in the US?

Ben on LinkedIn: https://www.linkedin.com/in/yourbrandmarketing/
Website: https://yourbrandmarketing.com/yourlivingbrand-live-show/

Never miss a new episode: https://sendfox.com/lp/mnyll3

The lowest hanging fruit to scale revenue is to expand business with the existing customers. Yet most B2B organizations ignore it and focus heavily on lead generation.

After closing the deal, the customer stays alone with the product, randomly getting product updates and generic NPS surveys.

Once you deprioritize the client's success process, you leave money and opportunities on the table. When having a positive experience and tangible results, existing customers are happy to upgrade, buy add-ons, and provide referrals.

All you need is to build a process that helps customers get these results while collecting more information about the client's strategic goals and needs to expand the business.

Today, I'm going to chat with a good friend of mine and seasoned B2B marketer Dan Gridin, who helps B2B organizations strategically grow the target accounts.

You'll learn how to:

-- How to identify the best opportunities to grow strategic accounts
-- Step-by framework for creating effective account expansion plays
-- Real-world examples of effective account expansion programs

Dan Gridin on LinkedIn: https://www.linkedin.com/in/dangridin/

Never miss a new episode: https://sendfox.com/lp/mnyll3

We see a critical shift in marketing, sales, and client success roles nowadays.

In the next couple of years, we’ll see T-shaped teams that can wear multiple hats.

Marketing will be aligning all the programs with the buying process and will be working with sales on sales enablement and nurturing while running onboarding and deal expansion programs.

Sales will be in charge of content creation, driving awareness, creating niche communities, nurturing, and onboarding clients.

The client success process will be restructured and ran by marketing and sales.

The new reality shows that future teams must be t-shaped and flexible. We won’t see departments in the most progressive B2B companies but will see a one Revenue Operation team where everybody’s goal is hitting the revenue quota.

Critical skillsets will be cultivated and developed in-house, technical, and niche-based tasks that will be outsourced or automated with software.
What does it mean for B2B marketers?

The faster you’ll understand the full-funnel process and become involved in sales and client success, the quicker you’ll make marketing revenue-driven in your company.

What does it mean for SDRs?

The faster you’ll learn marketing, content, and community creation, the quicker your company will grow.

We sat down with the CEO of Refine Labs, Chris Walker to discuss these shifts and the future of revenue operation teams. You’ll learn:

- How to determine the revenue operations?
- How to pivot your company from traditional marketing&sales to revenue operations?
- How to map a go-to-market strategy and develop a RevOps program?
- How to generate SQLs with ungated thought leadership?

And many more.

Chris Walker оn Linkedin: https://www.linkedin.com/in/chris-walker-41597028/

Never miss a new episode: https://sendfox.com/lp/mnyll3

How to generate leads on LinkedIn?

There are two approaches:

Send cold mass outreach playing the game of numbers and praying for the reply
Build a relationship with the target audience, leverage thought leadership for brand awareness and create everyday opportunities for targeted and personalized outreach

Last year I published a book called "LinkedIn Content Marketing: How to generate high-quality B2B leads on LinkedIn without cold messaging and ads" that was awarded as the best B2B marketing ebook and was included to 100 Best B2B Marketing Books of All Time by Bookauthority.

This book teaches B2B companies the second approach. But fewer people know that a huge inspiration for me to write this book was my friend Stapho Thienpont, CEO of The Marketing Family.

Five years ago, Stapho was mastering jiu-jitsu and had no connection with marketing. He runs an agency that helps CXOs and Founders leverage thought leadership to accelerate sales and build a healthy sales pipeline, generating hundreds of thousands in revenue.

Today we are going to discuss:

* How to maximize the chances of building a steady and healthy sales pipeline using LinkedIn?
* What are the most common mistakes companies make with LinkedIn?
* Company brand vs. personal brand
* How to optimize the LinkedIn profile to generate leads regularly?
* How to appear in the newsfeed of your prospects regularly?
* What content helps to nurture an audience, build a relationship, and generate leads?

Stapho Thienpont оn Linkedin: https://www.linkedin.com/in/stapho/

Website: https://pod.co/picnic-tmf

Never miss a new episode: https://sendfox.com/lp/mnyll3

As you know, the sales process when you are targeting enterprise companies is much longer than average on B2B markets, you’ve several decision makers, you need to have right processes to influence the decision making.

So I invited Karl Karafiat, founder of Sleighdogs, and a seasoned entrepreneur who used to sell to companies as Accenture and Mercedes Benz, to dive deeply into the topic and share with you how to influence B2B decision making.

What we'll discuss:

+ How to acquire enterprise monsters as Accenture or Mercedes Benz

+ How to engage with several decision makers

+ How to figure out the decision making process in your target account so you can then influence it?

+ How to influence the decision making process?

+ What to do in cases if one of the decision makers is ready to start the business and another one who wasn’t involved in the negotiation process held the project on pause?

+ What are the techniques that can be used to influence the decision-making process in case if you aren’t able to talk with the decision maker?

+ In case if target account arranged a tender so you just one of the contractors that applied to win the contract, how to stand out from others and influence the decision making?


Karl Karafiat on Facebook: https://www.facebook.com/karafiat

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel


In the new episode of Fullfunnel Live we cover How to warm-up target buyers, including:
- 6 categories of warm-up tactics and why they don't work if siloed.
- How to warm up buyers who are not active on social
- The right KPIs to measure "warm up" program performance

RESOURCES Account segmentation for ICP development: https://youtu.be/R5E1AJneJDc?si=j-1AXTKUgW1CcvJq

We need revenue NOW: joint marketing and sales planning: https://youtu.be/sIlVfMy9-Nw?si=x0U2sFwa1LO7BRbz

Account-based sales reps in ABM teams: https://youtu.be/yrdpt1F-zl8

How to run a B2B customer research to make a data driven GTM Strategy: https://youtu.be/0L7ICLZaGCM

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Here are 7 features of the great content marketer.

1. Before writing any post, he dives deeply into your business, learning about ideal customer profiles, competitors, value proposition, reading reviews.
2. He aligns content with the business goals and users' buying process.
3. He isn't obsessed with one media or channel and understands how to leverage different channels.
4. He knows that distribution is crucial and knows how to distribute content to generate target traffic.
5. He knows how to use stories to engage the audience and organically promote your product.
6. He focuses on evergreen marketing principles instead of "1-hour" growth hacks.
7. He knows how to ask the right questions to extract the needs and interests of your audience and extract expertise from your company's key people to create valuable content.

Now, the question is where to find or how to train a great content marketer?

I sat down with Louis Grenier, Senior Marketing Strategist at Hotjar, to discuss:

- How to hire a great content marketer?
- What should be his first steps?
- What is the right compensation plan?
- What are right KPIs for content marketer

Listen to the new episode.

Resources:

https://www.linkedin.com/in/louisgrenier/
https://www.hotjar.com/
https://getleado.com/podcast/
https://getleado.com/podcast-lead-generation/

Never miss a new episode: https://sendfox.com/lp/mnyll3

What’s the biggest mistake companies make when setting up experiments?


When do you need to start building a growth team to start experimentation


What steps would you recommend to create a growth team from scratch?


What’s the latest experiment you ran or are running? What’s the biggest mistake companies make when setting up experiments?


When do you need to start building a growth team to start experimentation


What steps would you recommend to create a growth team from scratch?


What’s the latest experiment you ran or are running?Welcome to the new episode of the system B2B marketing show. Today with my co-founder of B2B Marketers&Founders community Ricardo Ghekiere we’ll speak about how to set up the growth experiments the right way.


We didn’t choose the topic accidentally.


When we spoke with B2B marketers&founders community members, we realized that many companies use 1-2 marketing channels for lead generation but the key to success is always to diversify your marketing activities, test new channels and tools.


Companies afraid to waste money and don’t know how to set the experiments the right way.


So this will be our main agenda for today’s conversation.


Here are a few questions that will be discussed:


- What's the biggest mistake companies make when setting up experiments?


- When do you need to start building a growth team to start experimentation?


- What steps would you recommend to create a growth team from scratch?


- What's the latest experiment you ran or are running?

Ricardo Ghekiere on Facebook: https://www.facebook.com/ricardo.ghekiere
Website: https://www.ricardoghekiere.com/

Remember the time you needed to talk to sales rep or support but had only annoying bot?

While chatbots can help with providing relevant answers, qualifications, and partial claim resolution, they can't replace humans. Accenture Digital says that 56% of B2B companies claim chatbots are driving disruption in their industry.

Why?

Because B2B companies delegate the wrong tasks to bots. Tasks that should be executed by humans.

That's why, according to Nerdydata, only 0.5% of B2B companies across the globe use bots.

The most common reasons not to use bots are:
Personal negative experience
People don't believe that somebody will read this message
Losing the communication with customers cause you may miss the messages
At the same time, you can provide 24/7 support, book meetings with sales while the team is offline and help to find answers.

In the new episode of Full-funnel marketing podcast, I decided to chat with Casie Millhouse, a chatbot expert, to figure out:
What are the most common mistakes and pitfalls with chatbots in B2B
What tasks should and shouldn't be delegated to bots
How to define the right cycle for messenger communication/follow-ups not to annoy people?
Successful case studies in B2B space

Links:
The Ultimate Guide to Messenger Marketing & Facebook Chatbots - https://getleado.com/b2b-growth-ebook/
Casie Millhouse on LinkedIn - https://www.linkedin.com/in/casie-millhouse-singh/

Never miss a new episode: https://sendfox.com/lp/mnyll3

Today I want to talk about how to run ABM programs in crisis and what is the future of ABM. The best-fit guest for the discussion is definitely a person who lives in ABM world and does ABM regularly.

So today my guest is Jon Miller, CEO at Engagio, ABM software market leader, and ex-CEO at Marketo. With Jon we are going to discuss:

* How to adjust marketing programs and run lead generation campaigns in the new reality?
* What changes should you make in your ABM campaigns to generate leads?
* How to influence the decision-making process?
* How to wake up "sleeping deals»?
* How to run the ABM campaign on a shoestring budget? What is the minimum budget for ABM campaign?
* How to run the warm-up programs and set up correct lead scoring triggers to trigger outreach? What is the optimal length of the warm-up campaign before outreach?
* What are the alternatives for account-based ads to warm-up accounts?
* What is the optimal length of the ABM program?
* How deep should be a personalization in ABM campaign?
* How does Engagio run their ABM campaigns nowadays?
* How to run Direct mail in ABM when everyone is working from home?
* Examples of successful ABM campaigns
* What are the right metrics for ABM campaigns?
* How to reactivate ABM after pandemic?
* What is the future of ABM marketing?

Never miss a new episode: https://sendfox.com/lp/mnyll3

RESOURCES:

- 7-Step Ideal Customer Profile Guide (W/Free Template To Make A List Of High-Quality B2B Leads): https://getleado.com/ideal-customer-profile
- The Ultimate Guide to developing a high-converting B2B sales funnel: https://getleado.com/sales-pipeline/
- The Ultimate Guide to ABM by Engagio: https://resources.engagio.com/ebooks/clear-and-complete-guide-to-account-based-marketing-second-edition
- Jon Miller on LinkedIn: https://www.linkedin.com/in/jonmiller2/

Never miss a new episode: https://sendfox.com/lp/mnyll3

In this episode you'll learn:

* The "symptoms" of high-quality lead
* Triggers that show it’s the right time to suggest lead to schedule a product demo?
* The process behind killer sales calls
* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?
* How to finish the product demo to close successfully most of your calls?
* How to close "I need time to think" leads
* Juraj's favorite lead generation tools

More on the topic:

1. How to increase the deal value and influence the decision-making process with value selling: https://getleado.com/value-selling/
2. How to generate quality B2B leads with cold outreach email: https://getleado.com/outreach-email/
3. The definitive guide to accelerating B2B sales in 2020: https://getleado.com/sales-pipeline/

ABOUT THE EPISODE

Most of the live chats we’ve done in B2B Marketers&Founders were devoted lead generation to a greater or lesser degree.

Well, despite lead generation is still the biggest problem for 95% of B2BMF members (the stats we are getting from community applications), lead generation is just a part of the customer journey. The last one is a SALE.

In the B2B world, it’s nearly impossible to exclude the human part from the sales process.

You need to know how to set up a sales qualification so your sales team will talk to high-quality and ready to buy leads.

You need to know how to structure the successful demo so you’ll be able not only to answer the questions and demonstrate the features but really apply the benefits of your product to the challenges and pain points of your lead.

The last one and the very important thing is how to switch the conversation from the presentation to the sales, where many salespeople suck :).

Today I invited my good friend Juraj Zamborsky, growth marketer at Avocode to discuss these questions and share with you his sales experience.

Never miss a new episode: https://sendfox.com/lp/mnyll3

In this episode you'll learn:

* The "symptoms" of high-quality lead
* Triggers that show it’s the right time to suggest lead to schedule a product demo?
* The process behind killer sales calls
* What are the right questions to ask during a discovery call to move lead closer to accepting the deal?
* How to finish the product demo to close successfully most of your calls?
* How to close "I need time to think" leads
* Juraj's favorite lead generation tools

More on the topic:

1. How to create a B2B marketing strategy with Kieran Flanagan: https://www.spreaker.com/user/10694291/podcast-with-kieran-flanagan
2. System B2B growth marketing with Ferdinand Goetzen: https://www.spreaker.com/user/azinkevich/podcast-with-ferdinand
3. Full-funnel B2B marketing or how to make marketers revenue responsible with Matt Heinz: https://www.spreaker.com/user/10694291/podcast-with-matt-heinz

What is the role of the VP of marketing and how to hire the right people to your marketing team?

Sometimes happens that the CEO or founder has a lack of marketing background. It is very important that the CEO has to acknowledge the investment — it requires building out a good marketing team and building out a good brand.

Jorn suggests that the role of the VP of marketing at any organization is at least to construct strategy with the CEO and COO. Also, it is necessary to set out the targets that the organization needs to accomplish and then to dive into those targets. It’s very important to find a clear marketing strategy.

The organization needs to diversify efforts — not only does content marketing but also do some experiments on the side.

The VP marketer should be capable to think outside the box from time to time as well as to see how it is possible to accomplish the targets that were set out.

Who is the first person that should hire a content marketer or VP of marketing? Who can develop a marketing team?

Firstly, it is better to hire a jack-of-all-trades. It’s good when you have someone who has a wide set of skills, someone ho can force himself to learn new things, shoot videos with his camera, etc.

Recommendation for hiring great marketers:

There is no common recommendation. It depends on the roles that are necessary to fill in. It’s better to give certain cases to a person and see how he/she would handle that. You have to determine for yourself what exactly you’re trying to accomplish, and if this requires only one set of skills, you need someone to be perfect at it.

Should the VP of marketing be involved in the process of hiring or it’s better to delegate this to HR?

Surely, VP knows better what and who he needs for his team — what kind of personality or mindset he wants. The initial selection can be dedicated to HR, but then the VP should be involved in interviews.

With Jorn, we’ve discussed the advantages and disadvantages of full-time marketer and freelancer and when it’s necessary to outsource marketing to an agency

Never miss a new episode: https://sendfox.com/lp/mnyll3

In this episode you'll learn:

* How can the big data boost your creativity and provide you with fresh ideas?
* What does it mean to be creative?
* What are the benefits B2B marketers&founders can get by teaching themselves being more creative?
* How can you teach yourself to be more creative?
* What does the Creative Curve mean?
* How to hit the sweet spot where people are interested in your product and aren't tired of it?

Notes and learnings.

How to teach yourself to be creative?

2 years ago Allen Gannett wrote a book «The creative curve: How to develop the right idea, at the right time». This book is about how’d you actually nurture creativity, how’d you actually get better in it.

Creativity is the result of hard thoughtful work.

To create something that recognizes creativity, you have to create something that’s the right idea at the right time. It’s not about creating a good idea, but creating the right idea.

Allen extracts 2 points about what drives people to like certain things and dislike other things.
Our brain is constantly assessing the thing for the level of familiarity. because we’re fearful of unfamiliar. Familiarity issues a very important tool of the creative process. you have to create ideas that are familiar enough to feel safe.
Another urge also wired to seek out things that are novel. We also creating something new e.g. new restaurants or from a more evolutionary perspective, you’re creating new sources of food, water, pleasure.
As humans we have the urge to the familiar, but also the urge to the novel. They seemingly have no sense until you realize that our brain is a really elegant way of balancing between risk and reward.

Follow Allan on LinkedIn: https://www.linkedin.com/in/allengannett/

HOW NOT TO SUCK WITH CONTENT MARKETING AND GENERATE A STABLE HIGH-QUALITY TRAFFIC FLOW AND LEADS FOR B2B SERVICE-BASED AND TECH COMPANIES.

I bet that everybody has heard and at least tried content marketing.

I also bet that everybody knows about "creating valuable content."

The truth is that most B2B blog posts don't generate more than 1 000 views regardless of how great the content is.

It doesn't matter if your team works on the content or you outsource it, you'll waste money until you master content distribution.

Until your content will get the views from your target accounts.

Until your content will start generating leads.

Today I want to renew our live series and talk to my go-to guy when it comes to content marketing, Chris Von Wilpert

Chris is a VP of marketing and Marketing advisor at Sumo and a person who made $100,000 From One Blog Post With $688.71 Ad Spend.

Not to say he was in charge of exponentially growing Sumo's traffic and pipeline.

In this episode, I picked up his brains to learn how to generate high-quality traffic and convert it on narrow B2B markets while selling high-ticket services.

We talked about:

1. How to promote your content if the target audience doesn't hang out on forums or communities?

2. How to promote content if you want to attract the attention of pre-selected target accounts?

3. How to promote content in communities if admins disallow drop links?

4. If you have 0 audience, zero credibility and brand awareness, and you are working in a narrow B2B market, how will you promote your first blog post?

5. If you have a long sales cycle, how to nurture your prospects to shorten it and accelerate deals? What content to use?

6. What are the minimal resources if you want to start a content marketing today in a narrow B2B market? What team do you need? What stack? And what budget?

After the GDPR law became enforceable, many B2B companies started to think about an alternative to traditional lead generation methods as cold calls and cold outreach.

This meant a New Renaissance for inbound marketing.

Yet inbound marketing is a long-term strategy, many companies who started to implement it, didn’t see any tangible results in the first year.

Last week I shared the content distribution process @Chris from Sumo has. If you read it, you saw that MOST pieces of content marketers create, never pass 1.000 visitors.

Not to say they don't generate leads at all.

Last June I met one of the best world B2B inbound marketers Sujan Patel and asked him how to leverage inbound marketing and generate a steady flow of high-quality leads.

Want to listen to our discussion and sneak peek inside Sujan's process?

In this episode you'll learn:

+ How to set up inbound marketing the right way from the early beginning?

+ What are the most common mistakes with inbound marketing and what pitfalls companies should avoid?

+ How to create an effective inbound marketing strategy?

+ What is great content and how to create it?

+ How to distribute content the right way?

+ How to choose the right channels for content distribution?

+ How to measure the efficiency of inbound marketing

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

How would you create a marketing plan if you are starting from scratch and have a limited budget?

No matter, you are joining a startup or get the position of VP of marketing at an enterprise company, this question will appear in your agenda since Day 1.

3 years ago Kieran Flanagan joined the Hubspot team to help them get out from the traffic plateau.

Here is a step by step process Kieran used.

1. Develop ICP and understand the customer journey

2. Run competitors analysis to figure out acquisition channels

3. Set up strategical goals where you want to be at the end of the year

4. Understand what skills and roles (your team) you need to achieve these goals

5. Set up north star metric (NSM)

6. Analyze historical traffic and acquisition data

6. Set up several experiments aligning them around NSM and using max 2 channels until you excel them or reach traffic/acquisition plateau

7. Be flexible and adjust your marketing plan every month according to the results you get

Recently I had a conversation with Kieran where discussed the exact process he uses to develop a B2B marketing strategy including marketing plan and budget management.

Kieran's blog: https://www.kieranflanagan.io
Hubspot Marketing blog: https://blog.hubspot.com/marketing

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel


​In the new episode of Fullfunnel Live we're going to cover a hot topic:
Why the old SDR model is dead, and how you can replace it with ABSRs (account-based sales reps).


We'll cover:


- SDRs vs ABSR (account-based sales reps)
- How ABSRs collaborate with marketing and their role in account-based playbooks with live examples
- Account-to-pipeline-ratio for program planning

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

You can't, unfortunately, buy a beer with leads or clicks to your website.

The craziest paradox I see in B2B marketing is when marketers celebrate achieved leads quota while the sales team doesn't hit sales quota.

This misalignment leads to ineffective marketing campaigns which generate low-quality leads.

At the same time, this leads to infamous sales and marketing war when marketers blame the sales team that they can't close deals while sales retort that marketing generates weak leads.

The modern B2B marketer should be revenue responsible and take care of sales number or, how Matt Heinz says: B2B marketers can ensure and embrace revenue responsibility through the entire funnel.

Even if the lead was generated, marketers can still impact pipeline velocity, help the sales team to close more deals and ensure that leads fit the ideal customer profile.

The problem is that not so many marketers are eager to become revenue responsibly and not so many companies have a good environment and culture for this.

I invited Matt Heinz to share his thoughts on how to leverage full-funnel marketing and how to set up revenue-responsible marketing culture.

From the episode, you'll also learn:

* What should be the role of the modern marketer in the sales process

* The right way to map the b2b buyer’s journey

* How to define the steps that should be taken at every stage of the buyer’s journey

* The most important metrics to track at every stage of buyer’s journey

* The right way to align sales and marketing teams around your strategy and around outputs instead of inputs, and coordinate sales and marketing activity to close more deals in less time?

* How B2B marketers can be involved in revenue responsibility

* Activities that can be run to accelerate sales pipeline velocity

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

According to Hubspot, companies that nurture leads make 50% more sales at a cost 33% less than non-nurtured.

If you spent several years in B2B marketing, you've undoubtedly heard for life about the benefits of lead nurturing.

Building trust and relationship with your audience. Accelerating sales pipeline. Increasing average deal value.

On the surface, lead nurturing program looks pretty straightforward:

"get the contact and send the valuable content."

This is the exact reason why so miserable amount of companies has an effective lead nurturing in place.

According to the same stats from Hubspot 65% of B2B marketers have not even established lead nurturing.

The problem is if you'd like to learn more, you won't find any good content besides essential guides from Marketo and Hubspot.

That's why invited Samantha Stone to talk about the step by step approach how to establish an effective lead nurturing program.

Here are 4 steps from Samantha:

1. Segment all your leads by their job role and group them by the stage of customer journey they are now.

2. Audit all the content you've already (blogs, webinars, knowledge database, etc.) and identify priority gaps.

3. Write down all the possible channels to nurture the leads (retargeting, events, emails, direct mail, sales team communication, etc.)

4. Align the content with segments, channels, and timing

5. Measure the overall impact of lead nurturing on opportunities, closed deals and revenue

6. Be ready you won't have a perfect program from the beginning :)

From the episode, you'll also learn:

* What are the right steps to plan and set up lead nurturing program?
* What pitfalls you should avoid?
* How to align the lead nurturing program with the buyer’s journey?
* How to define what content to send on every stage of lead nurturing?
* How to figure out the proper length of lead nurturing?
* How you can describe lead scoring? Is it necessary to apply it to lead nurturing program? What is the right way to apply it?
* The most common question about lead nurturing I get is how to measure the efficiency of lead nurturing. What are the right metrics to track?
* What tools do you use or can recommend for setting up the lead nurturing campaign?

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

What will you do if your client/employer will hire you to grow the business from $100k to $500k in MRR?

How would you define the marketing strategy?

The common process is: (read the detailed guide here: https://www.linkedin.com/pulse/b2b-marketing-strategy-framework-step-guide-andrei-zinkevich/)

1. Market segmentation and prioritization
2. Ideal customer profile
3. Competitor's analysis
4. Positioning and unique selling proposition
5. Customer journey
6. Channels
7. Goals and metrics

But before you start working on the first step there are 2 important things you'd think about:

+ the challenges you might have
+ the backward road from the company's goals to the current situation

In the latest podcast episode of the System B2B Marketing show, I invited Ferdinand Goetzen to nail the topic.

Here are 4 tips if you are working on the roadmap for the company’s growth.

1. Analyze other companies from your or similar industries what did they do
to scale revenue? How did they go from 20 to 40 team members?

2. Analyze what challenges did they have so you can prepare in advance?

3. Define the ideal setup and work backward from the goals you have.

4. Divide the goals into milestones, then - into projects and then into the experiments.

Listen to the episode and learn how Recruitee became one of the fastest growing SaaS companies in the Netherlands with the system b2b growth marketing approach.

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

Among all business books, my favorite is success stories and businessmen biographies.

From these books, you don't get the exact instructions on how to grow business or generate leads.

Instead, you can see how founders took decisions, how did they accept different challenges, what approaches did they use.

If you can read between the lines, you'll get much more valuable tips than from the best marketing or sales book.

This is exact reason I always try to meet and interview founders who successfully grew their businesses. Especially, if they did it on the highly competitive market.

Today I want to share with you a growth story of Jot Url and my conversation with their founder, Janosch Lenzi.

Janosch came to the overcrowded market with established competitors as Bit.ly, Snip.ly, Clickmeter, PixelMe, but grew his company up to 7.000 users

This really made me surprised because the links shortening market is "famous" for its low readiness to pay. Marketers tend to use free tools and dislike to pay.

What made me more surprised when Janosch shared a story how did the penetrate into several enterprise accounts.

Listen to our conversation where Janosch shares Jot URL launch strategy and the campaign they used to close deals with enterprise companies.

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

While I write mostly about B2B marketing, I’m sure all modern B2B marketers should be revenue-responsible and help sales teams closing more deals.

One of the way we can do this – create a sales stack and automate routine processes.

According to InsideSales.com nearly two-thirds (64.8%) of reps’ time, on average, is spent in non-revenue-generating activities, which means huge losses for the companies.

But here is a caveat.

In the automation era, many companies forget that robots can’t entirely substitute humans.

So in this episode I invited Jeroen Corthout, CEO at Salesflare to discuss:

* what sales tasks should and shouldn't be automated
* how to automate prospecting and account enrichment
* the best way to implement lead scoring and lead prioritization
* recommended toolset for the sales automation

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

According to Value Prime Solutions companies whose sales teams compete on value, not price, see an increase of 26 percent more sale reps attaining quota.

Value selling helps to make sure that sales reps are consistently managing dialogue to uncover what the buyer thinks is valuable and then uniquely connect what they're selling to the vision of the buyer's value in a problem set. This is the biggest benefit of the value-based selling, also known as solution based sales approach.

The truth is that almost every sales rep will say he is focusing on value when talking to the prospects and the leads, but then is struggling to attain the sales quota.

So today I invited Chad Sanderson, the Managing Partner at Value Prime Solutions and host of the popular podcast, called The B2B Revenue Executive Experience podcast to talk about how to accelerate sales and revenue with value selling.

Besides listening to our conversation, you can read the step by step guide on how to implement the value selling methodology in your company: https://getleado.com/value-selling/ ‎

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

Today I'm going to show you a great B2B content marketing case study on:

+ How Sales Hacker increased their traffic by 268% from 90.000 monthly visitors to 242.000 in 6 months

+ The breakdown of Sales Hacker's lead generation and lead nurturing approach

+ How do they align marketing and sales team around content marketing

What is interested that Sales Hacker didn't increase the marketing budget.

They didn't have lots of social media followers.

They didn't invest heavily in the paid ads.

I invited a person who was "in charge" of this success, Gaetano Di Nardi, VP of marketing at Sales Hacker, to share with you the exact process they used.

Read the Sales Hacker's lead generation strategy breakdown here: https://getleado.com/b2b-content-marketing/

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

What if instead spammy sales email you'll see a picture of a guy wearing a t-shirt with the logo of your company who wants to chat about your business and challenges? Would you reply?

At least, this email will attract your attention amongst dozens of other emails, but from the experience of the guest of the new episode of the System B2B marketing podcast Guillaume Moubeche such outreach email campaigns have a high response rate.

Here is a step by step process Guillaume use when developing outbound lead generation campaigns.

+ Create an ideal customer profile

+ Get as more data about target accounts and decision makers as possible

+ Warm up your prospects on social media

+ Reach them out, thanks for their stuff and suggest to talk about their industry.

+ Personalize your emails as much as possible

+ Add personalized images, videos and humor to outreach email

+ Follow up by phone when necessary

+ Retarget disengaged leads with lead magnet or other MOFU content that can drive back your target accounts to the lead nurturing sequence

Read the whole post and the detailed process here: https://getleado.com/outreach-email/

Listen to all episodes and subscribe to the System B2B Marketing show on your favorite platform here: https://getleado.com/the-system-b2b-marketing-show/

Have you ever wondered how to generate leads from the podcast?

Well, I had.

I was always suspicious about podcasting as a content marketing tool for several reasons.

This channel has unpredictable ROI. It’s hard to track whether your episode attracted the target audience or no. You can’t add sales pitches to the episodes.

As well, people listen to the podcasts from mobile devices, and the chances they will tap into the browser the show producer's website is minimal.

One man changed my opinion about podcasting as a B2B inbound lead generation tool by 360 degrees. Meet James Carbary!

James is the founder of Sweet Fish Media, an agency that produces podcasts for B2B companies.

As well, James is my co-author of B2B growth marketing deconstructed ebook and co-host of one of the most popular B2B marketing podcasts called The B2B Growth Show. This podcast landed Sweet Fish Medias contracts with such giants as T

Once, I reached out James and asked whether daily podcast production worth its efforts.

He replied:

– "Do you want to meet with high-quality leads every day?"

– "Sure."

– "That's why we produce everyday B2B Growth Show".

While most SDR and BDM try to get appointments with cold outreach and prospecting playing the game of numbers, James figured out how to schedule meetings with high-quality accounts that fit his ideal customer profile every day.

This unconventional approach helped him growth Sweet Fish Media agency in 1 year and acquire as clients "big fishes" like Terminus, Unbounce, Prezi, Acumatica, and others.

What you'll learn from this episode:

+ How Sweet Fish Media used their own podcast to generate high-quality leads

+ The truth about the podcast popularity, and why Noah Kagan and Gary Vaynerchuk won't make your podcast popular

+ The unobvious reasons why 90% podcasts never make it past episode 7

+ 2 approaches that drive target traffic to Sweet Fish Media podcast that most B2B podcast producers never make

+ The podcast vanity metrics and what you should really track as a B2B marketer

Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel

​In the new episode of Fullfunnel Live, we're going to share with you a step-by-step process of account segmentation for ICP development.

We'll cover:
- The most common mistake when developing an ICP
- How to define the tiers in ICP and segment all accounts properly
- How to define account qualification and disqualification criteria


On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


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


In the new episode of Fullfunnel Live we're going to address the most common question we've heard from the GTM teams at the end of the year: "We need revenue NOW".


We'll cover:

• How to define the accounts that are likely to buy your product this quarter

• Two sublists for the demand gen, ABM, and sales

• How to plan the right activation actions instead of doubling down on outbound and demand capturing

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


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

In the new episode of Fullfunnel Live we're going to cover the insights from our State of Full-funnel Marketing research and the lessons for 2024.


We'll cover:


The core B2B marketing challenges and their root reasons
How to do more with less in 2024
The trends (both good and bad) that will impact B2B marketing in 2024

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


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

​In the new episode of Fullfunnel Live we're going to cover the transformation process you need to take to move your organization from lead gen and sales-led motion to full-funnel marketing.


We cover:

• 10 transformation pillars
• The POWERFUL checklist for a CMO
• Defining the transformation stages and change management

On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


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

This episode is sponsored by Dealfront (https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnel ) - a European leading intent data vendor. With DealFront you can harness three layers of data – market signals, web visitors, and EU company databases. And there’s no need to worry about compliance.


DealFront meets Europe's strict standards, ensuring GDPR compliance competitors can't match.


Get a free demo here: https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnel


In the new episode of Fullfunnel Live we cover how to launch an ABM pilot.


The 1-1-1-1-1-1-1-1-10 framework
What your pilot program must include
The minimal viable stack
How to evaluate pilot performance if it didn't drive revenue



On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c

Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl

Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches

Upcoming events: https://lu.ma/fullfunnel/events

Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog


Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/