Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir

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

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

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

Vlad and Andrei were joined by special guest Ashley Lewin to break down a practical framework for building a marketing plan that drives consistent results and launches award-winning campaigns.Tune in to learn:•⁠ ⁠How to leverage GTM Focus Cycles in marketing planning?•⁠ ⁠How do you balance and plan always-on and strategic programs?•⁠ ⁠How do you budget and forecast them?•⁠ ⁠How do you distribute tasks across your small marketing team?•⁠ ⁠How do you involve sales in any of these programs?•⁠ ⁠How do you measure the efficiency of long-term marketing programs and report on them?RESOURCESOn-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Ashley on Linkedin: https://www.linkedin.com/in/ashleylewin/

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

In this episode of Full-Funnel Live, Vlad and Andrei provide a definitive guide to ABM evaluation. They'll equip you with the frameworks and metrics you need to diagnose your program's health, identify hidden weaknesses, and demonstrate clear, tangible value to your leadership.Join us to learn:How to evaluate if you’re running ABM program according to best practicesHow to evaluate gaps in the ABM program that lead to poor performance Evaluating ABM efficiency with leading and lagging indicators, and pipeline metricsRESOURCES: 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/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

In this episode of Full-Funnel Live, Andrei & Vlad are going back to basics with a deep dive into the core principles that power a successful, modern marketing strategy.💡 Tune in to learn: ⁠• Full-funnel framework and 6 fundamental pillars• ⁠How to implement full-funnel strategy• How to measure full-funnel marketingRESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/Join our community for B2B marketers - The Trenches: https://trenches.community/Upcoming events: https://lu.ma/fullfunnel/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

In this episode of Full-Funnel Live, Vlad and Andrei are joined by special guest Elric Legloire to pull back the curtain on the sales team's critical role in Account-Based Marketing. We're moving beyond theory to tackle the real-world execution of ABM—the successes, the pitfalls, and the messy details that make or break a program.Tune in to learn: - The role and responsibilities of sales team in ABM - Account prioritization - what companies to select for 1:1 ABM  - Account planning - how to holistically engage the buying committee- How to leverage business dinners to engage target accountsRESOURCES: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/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Elric  on Linkedin: https://www.linkedin.com/in/elriclegloire/

Struggling with misalignment between your marketing and sales teams? You’re not alone. Many organizations face friction when these critical teams operate in silos—leading to missed opportunities, wasted resources, and slower growth.In this webinar, we uncovered actionable strategies to bridge the gap between marketing and sales, ensuring seamless collaboration and revenue growth.🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ Why Are We Misaligned? – The root causes of disconnect between marketing and sales. ✅ What Does Sales Really Want? – How marketing can better support sales priorities. ✅ Balancing Brand Building & Sales Activation – Driving long-term growth and short-term revenue. ✅ Operationalizing the Partnership – Practical steps to align processes, KPIs, and goals. ✅ Sales Compensation & Incentives – Structuring rewards to benefit both teams.💬 Got questions or insights? Drop them in the comments—we’d love to hear from you! 👍 Enjoyed this webinar? Like, subscribe, and hit the bell (🔔) to stay updated on future events!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/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Mason on Linkedin: https://www.linkedin.com/in/masoncosby/

In this episode Vlad and Andrei are going to share a live ABM case study of our client, Customs4trade, presenting an ABM program to engage and land enterprise sales opportunities.🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ The exact playbooks Marketing & Sales use to win big deals ✅ How to align Sales & Marketing for maximum impact✅ The critical role of SDRs in ABM (straight from an SDR) ✅ How to report ABM results to leadership (and prove ROI)Don’t miss this deep dive into ABM that actually works 👋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/blogVladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/Bowin Cai on Linkedin: https://www.linkedin.com/in/bowin-cai/Joseph Threlfall: https://www.linkedin.com/in/josephthrelfall/