Episode 147: Account based content with Andrei, Vladimir & Amy Loesch

Full-Funnel B2B Marketing Show

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This Is Woman's Work with Nicole Kalil

1
QUALIFIED: How Competency Checking and Race Collide at Work with Shari Dunn | 284 33:58

約 7 日前33:58

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In this episode, we delve into the concept of being "qualified" in the workplace, examining who gets labeled as such, who doesn't, and the underlying reasons. We explore "competency checking"—the practice of scrutinizing individuals' abilities—and how it disproportionately affects underrepresented groups, often going unnoticed or unchallenged. Our discussion aims to redefine qualifications in a fair, equitable, and actionable manner. Our guest, Shari Dunn , is an accomplished journalist, former attorney, news anchor, CEO, university professor, and sought-after speaker. She has been recognized as Executive of the Year and a Woman of Influence, with her work appearing in Fortune Magazine, The Wall Street Journal, Ad Age, and more. Her new book, Qualified: How Competency Checking and Race Collide at Work , unpacks what it truly means to be deserving and capable—and why systemic barriers, not personal deficits, are often the real problem. Her insights challenge the narratives that hold so many of us back and offer practical solutions for building a more equitable future. Together, we can build workplaces and communities that don’t just reflect the world we live in, but the one we want to create. A world where being qualified is about recognizing the talent and potential that’s been overlooked for far too long. It’s not just about getting a seat at the table—it’s about building an entirely new table, one designed with space for all of us. Connect with Our Guest Shari Dunn Website& Book - Qualified: https://thesharidunn.com LI: https://www.linkedin.com/today/author/sharidunn TikTok: https://www.tiktok.com/@thesharidunn Related Podcast Episodes: How To Build Emotionally Mature Leaders with Dr. Christie Smith | 272 Holding It Together: Women As America's Safety Net with Jessica Calarco | 215 How To Defy Expectations with Dr. Sunita Sah | 271 Share the Love: If you found this episode insightful, please share it with a friend, tag us on social media, and leave a review on your favorite podcast platform! 🔗 Subscribe & Review: Apple Podcasts | Spotify | Amazon Music…

約 1 年前 59:30

MP3•エピソードのホーム

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic a live, step-by-step case study of an ABM program for a niche market that you don't normally associate with ABM: real estate.
We invited our client, Amy Loesch, former CMO at CHARLESGATE, a Boston-based real estate company, helping developers and investors market and sell condos, as well market and lease apartment buildings.
Join us to learn and discuss:
- How to influence niche buyers from specific locations who are not active on social
- How to run ABM and nurture buyers in a market with very long cycles (more than 2 years)
- How to create account-specific content and leverage it in sales
- How to create 'solution awareness' with buyers who are used to do things in a certain way, and don't see why they should change
- How we structured the program, tests we did that worked and the lessons learned
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: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Amy Leyh Loesch: https://www.linkedin.com/in/amyleyh/

154 つのエピソード

#Business #Marketing #Andrei Zinkevich

Full-Funnel B2B Marketing Show

Episode 147: Account based content with Andrei, Vladimir & Amy Loesch

Full-Funnel B2B Marketing Show

published 約 1 年前

MP3•エピソードのホーム

154 つのエピソード

#Business #Marketing #Andrei Zinkevich

すべてのエピソード

Full-Funnel B2B Marketing Show

1
Episode 154: Four ABM Programs That Drove $7m Pipeline 1:09:45

約 5 日前1:09:45

1:09:45

In this episode of Fullfunnel Live, we dived into a must-see topic for anyone focused on account-based marketing - 𝗙𝗼𝘂𝗿 𝗔𝗕𝗠 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝘀 𝘁𝗵𝗮𝘁 𝗗𝗿𝗼𝘃𝗲 $𝟳𝗠 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • How to adapt your strategy for 𝗰𝗼𝗻𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝘃𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 (buyers not active on social) vs. 𝗰𝗿𝗼𝘄𝗱𝗲𝗱 𝗺𝗮𝗿𝗸𝗲𝘁𝘀 (oversupply of content and outreach). • The difference between 𝗴𝗲𝗻𝗲𝗿𝗮𝗹 and 𝗻𝗶𝗰𝗵𝗲-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗱𝗮𝘁𝗮 𝘀𝗼𝘂𝗿𝗰𝗲𝘀 to identify high-conversion accounts. • How to run ABM and nurture buyers in markets with 𝘃𝗲𝗿𝘆 𝗹𝗼𝗻𝗴 𝘀𝗮𝗹𝗲𝘀 𝗰𝘆𝗰𝗹𝗲𝘀 (2+ years). • The 𝗶𝗱𝗲𝗮𝗹 𝘃𝘀. 𝗿𝗲𝗮𝗹𝗶𝘀𝘁𝗶𝗰 𝗔𝗕𝗠 𝘁𝗲𝗮𝗺 𝘀𝘁𝗿𝘂𝗰𝘁𝘂𝗿𝗲 and how to solve common team bottlenecks. • How to create 𝗮𝗰𝗰𝗼𝘂𝗻𝘁-𝘀𝗽𝗲𝗰𝗶𝗳𝗶𝗰 𝗰𝗼𝗻𝘁𝗲𝗻𝘁 and support sales reps effectively. • What to do when neither marketers nor sales teams have deep product or customer knowledge. • How to leverage a common ABM framework and adapt it to your unique situation (team, market, product, etc.). Finally, you will understand how to leverage a common ABM framework, and where and how to adapt it to your unique situation (team, market, product...). 💡 As always, we share 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 ABM, content strategy, and B2B marketing! 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…

Full-Funnel B2B Marketing Show

1
Episode 153: Account-based content strategy: Fullfunnel.io Playbook with Andrei & Vladimir 1:14:23

約 13 日前1:14:23

1:14:23

In this episode of Fullfunnel Live, we explored the ins and outs of Account-Based Content Strategy and share the Fullfunnel.io Playbook for success. 🔑 In This Episode, You’ll Learn: - How to create a holistic ABM content strategy for 1:Many , 1:Few , and 1:1 engagement. - An in-depth look at our ABM Content Playbooks and how to implement them. - Real-world examples and actionable insights to help you execute ABM strategies effectively. 💡 As always, we share live examples and answer your questions, making this episode a must-watch for marketers and sales professionals alike. 👉 Why Watch? Whether you’re looking to refine your content strategy or align your sales and marketing teams, this episode is packed with practical advice and proven tactics. 📌 Don’t forget to like, comment, and subscribe for more insights on ABM, content strategy, and B2B marketing! 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

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Episode 152: Account-based content marketing: Certn Case Study with Ellen Kaross 1:05:59

約 26 日前1:05:59

1:05:59

In the new episode of Fullfunnel Live we'll share a live, step-by-step case study on mastering account-based content marketing with insights and actionable strategies. We invited our client, Ellen Kaross, a Global Marketing & Communications Manager at Certn to share: - How to support account based marketing strategy with content - How to create account specific content and support sales reps - How to combine brand content strategy and account based content 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 Ellen Kaross on Linkedin: https://www.linkedin.com/in/ellenkaross/recent-activity/all/…

Full-Funnel B2B Marketing Show

1
Episode 151: Account-based journeys: how enterprise sales reps create multi-channel journeys to book more calls with Magali Finet-Perdu 1:01:43

6 weeks前1:01:43

1:01:43

In the new episode of Fullfunnel Live we'll share a sales' perspective in a live, step-by-step case study of an ABM program to create enterprise opportunities in a highly competitive corporate learning market. We invited our client, Magali Finet-Perdu, a sales rep at CrossKnowlege to share: Examples of how to use different channels and collaboration with marketing to introduce multiple meaningful touchpoints and book more calls with prospects How can sales reps attract attention and create awareness in the buying committee of target accounts How to educate stakeholders and time it correctly, within global organizations that don't rethink their processes, tools, and approaches every year— and where it takes time to find the right opportunity How to scale from a pilot program and involve more salespeople in a new way of working As always, we share live real examples and answer all questions. 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ Magali Finet-Perdu on Linkedin: linkedin.com/in/the-skills-you-need-to-succeed-magali-finet-perdu…

Full-Funnel B2B Marketing Show

1
Episode 150: The State of Full Funnel Marketing 2024 + Lessons for 2025 with Andrei & Vladimir 1:01:22

11 weeks前1:01:22

1:01:22

Every week, Andrei and Vlad speak to 5-10 B2B leaders about their GTM challenges, and work closely with teams as they implement evergreen revenue processes to accelerate pipeline and revenue growth. Join them in this special episode of FullFunnel Live - Andrei and Vlad will review what they learned in 2024, and the best B2B plans for 2025. As always, we share live real examples and answer all questions. 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

1
Episode 149: ABM expansion with Andrei & Vladimir 54:16

13 weeks前54:16

54:16

In the new episode of Fullfunnel Live we'll talk about ABM expansion. Join us to learn and discuss: -How to structure an expansion ABM program - the key steps - Expansion playbook example - How to align expansion with other ABM and demand gen programs 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

1
Episode 148: How to influence buyer journey with account based demand generation with Andrei & Vladimir 1:01:23

14 weeks前1:01:23

1:01:23

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to influence buyer journey with account-based demand generation. Join us to learn and discuss: - How to influence 3 stages of the buyer journey - The mix of content, channels and tactics you need to influence the entire buyer journey: Fullfunnel.io examples 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

1
Episode 147: Account based content with Andrei, Vladimir & Amy Loesch 59:30

15 weeks前59:30

59:30

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic a live, step-by-step case study of an ABM program for a niche market that you don't normally associate with ABM: real estate. We invited our client, Amy Loesch, former CMO at CHARLESGATE, a Boston-based real estate company, helping developers and investors market and sell condos, as well market and lease apartment buildings. Join us to learn and discuss: - How to influence niche buyers from specific locations who are not active on social - How to run ABM and nurture buyers in a market with very long cycles (more than 2 years) - How to create account-specific content and leverage it in sales - How to create 'solution awareness' with buyers who are used to do things in a certain way, and don't see why they should change - How we structured the program, tests we did that worked and the lessons learned 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ Amy Leyh Loesch: https://www.linkedin.com/in/amyleyh/…

Full-Funnel B2B Marketing Show

1
Episode 146: How to build a B2B marketing function that influences the whole buyer journey with Andrei & Vladimir 56:48

16 weeks前56:48

56:48

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to build a B2B marketing function that influences the whole buyer journey. Join us to learn and discuss: - 5 step process we use to align marketing & sales with the buying process of our target accounts ⁠- How to recreate the buyer journey - the must have input - How to define channels and programs to influence the buyer journey We also covered questions from our community, e.g.: - What is one thing that the market/ clients think they are doing right but in fact they are getting it wrong, and what should they be doing differently? - Top tips for achieving alignment with sales if it is vast and global. - If you were to start a full funnel marketing org from scratch, what would be the first hire? - Are there any tools or apps that can help identifying the buyer journey? 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/ Ucoming 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/…

Full-Funnel B2B Marketing Show

1
Episode 145: Adapting Global Marketing Programs To The New Markets and Segments with Andrei & Vladimir 46:53

17 weeks前46:53

46:53

In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to adjust your GTM strategy and marketing programs to new markets and segments to drive revenue (not a frustrated regional team). Join us to learn and discuss: The most common mistakes when trying to adopt a successful HQ's marketing program to a new region or vertical 5-steps process we use to adjust central frameworks to the new market GTM needs, challenges and team's skillset How to set up the right expectations and metrics for the new program 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/ Ucoming 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/…

Full-Funnel B2B Marketing Show

1
Episode 144: How to plan long term marketing and sales programs with Andrei & Vladimir 1:01:57

18 weeks前1:01:57

1:01:57

OPTIMIZE YOUR BUYER JOURNEY With Mouseflow’s heatmaps and session recordings, you’ll easily understand the why behind the drop-offs and optimize those user journeys to drive more meaningful conversions. Try for free here: https://bit.ly/47lmfI5 In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to plan long-term marketing and sales programs. Join us to learn and discuss: - How to structure long-term programs and align them with your team's capacity - How to present programs to get leadership buy-in - How to track program performance and what to report on if your program doesn't immediately generate revenue 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/ Ucoming 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/…

Full-Funnel B2B Marketing Show

1
Episode 143: Supercharge Your Go-To-Market Strategy with Full-Funnel Go-To-Market Template with Andrei & Vladimir 1:03:08

22 weeks前1:03:08

1:03:08

Join us to learn and discuss: - How to use a Full-Funnel Go-To-Market strategy review template - How to define which areas should be improved, where you need to focus and what to remove. REMOVE FRICTION FROM THE BUYING PROCESS With Mouseflow, you can track where potential buyers are getting stuck on your site—be it abandoned forms, confusing navigation, or even broken links in key areas like your sign-up page or demo request form. Try for free Mouselflow here: https://bit.ly/47lmfI5 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: https://www.linkedin.com/in/vladimirblagojevic/ Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

1
Epicode 142: How to Build a WINNING ABM Team in 2024. Fullfunnel.io and Dealfront examples 55:14

23 weeks前55:14

55:14

In the new episode of Fullfunnel Live we are going to cover one of the hottest questions with Sam O'Brien, CMO @Dealfront: Showing how to structure and align marketing and sales teams to run successful ABM programs. Tune in to learn: - Responsibilities of marketing and sales in the ABM programs - Necessary meetings to keep the program going and getting buy-in with sales - Fullfunnel & Dealfront case studies FIND AND TARGET THE RIGHT ACCOUNTS THAT ARE ALREADY AWARE OF YOUR PRODUCT See which accounts are coming to your website and get notifications when they visit high-intent pages (pricing, book a demo, etc). Start with a free trial at Dealfront: https://bit.ly/3UwLUZr 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://trenches.community/ Upcoming events: https://lu.ma/fullfunnel/events Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog…

Full-Funnel B2B Marketing Show

1
Episode 141: Demand generation through B2B thought leaders and sponsorships with Andrei Zinkevich & Eric Melchor 56:37

24 weeks前56:37

56:37

For the new episode of Fullfunnel Live we invited our long-term partner, Eric Melchor, founder @B2B PodPros to talk about raising brand awareness through sponsorships, podcasts and industry thought leaders. Join us to learn and discuss: Behind the scenes of podcast campaigns Eric ran in 2024: what worked and what failed with numbers How to structure the sponsorship or collaboration with thought leaders to get meaningful results, not a generic mention on social How we ran 6 month program for Dealfront and what results did the get 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 Eric Melchor - https://www.linkedin.com/in/ericmelchor/ Andrei Zinkevich - https://www.linkedin.com/in/azinkevich/…

Full-Funnel B2B Marketing Show

1
Episode 140: Levels of Demand: adjusting demand generation to the buyer journey with Andrei & Vladimir 1:02:31

25 weeks前1:02:31

1:02:31

In the new episode of Fullfunnel Live we share how to align your demand generation programs with the buyer journey. Tune in to learn: - Demand generation from the buyer perspective and how B2B customers actually buy - How long does it take to generate a sales opportunity: Overview of a real buyer journey - 3 levels of demand - How to match your CTAs (call to actions) with the buying intent Below I share what are the 3 levels of demand 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 3 LEVELS OF DEMAND 1. DEMAND FOR CONTENT. Buying intent: -/low. Example: I'm a B2B marketer working for a B2B company with a long sales cycle and high deal size product. I'm interested in upskilling myself, learn the best practices and industry trends. Demand gen goals: Motivate target audience to start following you, subscribing to your events, newsletter and engaging with your content. Typical cycle: 6-8 months. 2. DEMAND FOR SOLUTION. This is a stage where inhouse conversations about possible solutions to the existing challenge start happening. Buying intent: low/medium. Example: We're missing revenue targets by 40%. Our outbound pipeline declines while inbound is unpredictable and generates low deal-size opportunities. What should we do? Demand gen goals: -Repetitive visits to your website, including high-intent pages from multiple visitors - Engagement with solution-based content on social and content hubs - Sharing your content with colleagues Typical cycle: 3-6 months. 2. DEMAND FOR VENDOR. This is a stage where the buying decision happens. Buyers do vendor research and talk to vetted vendors. The first vendors they select are the vendors that attracted their attention earlier. Buying intent: high. Example: It's clear that we, marketing & sales, never worked as one team focusing on the same goals and targets. We want to go upmarket and generate enterprise opportunities with account-based programs. Which vendor will help us to achieve goals faster with our resources and budget? Demand gen goals: - Generate sales opportunities Typical cycle: 1–3 months. ---- A lot of B2B companies pay attention only to creating demand for a vendor and claim their sales cycle length is 1–3 months. They ignore the rest of the buyer journey and pay a solid ROI tax on it. Buyers that are in market spend 6–9 months consuming content related to their jobs-to-be-done and business challenges. Before they become in market, they create a list of preferred vendors. If you want to be among them, make sure your demand gen program is aligned with the buyer journey.…

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Full-Funnel B2B Marketing Show « » Episode 147: Account based content with Andrei, Vladimir & Amy Loesch

Episode 147: Account based content with Andrei, Vladimir & Amy Loesch

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Episode 147: Account based content with Andrei, Vladimir & Amy Loesch