Episode 179: Account progression framework with Steve Armenti

For the new episode of Full-Funnel Live we've invited Steve Armenti, Founder & Head of ABM at twelfth agency. Before starting his agency, Steve spent 6 years at Google where he moved from a content marketer for Google Cloud to leading Global enterprise demand generation program.At this role he successfully increased SQL quality score from 35% to 85% in under one year.One of the keys to success was directly partnering with the SDR team to quantify shared OKRs that drove cross-functional improvements across both teams.We're going to break down exactly how you can achieve exactly the same results in 2026 and other keys to success.Tune in to learn:How to drive internal change management to create shared OKRs with SDRs and cross-functional alignmentStep-by-step process to develop cross-functional account progression model to increase SQL conversionHow to track account engagement and deploy playbooks that are aligned with the current journey stageRESOURCESOn-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/Steve on Linkedin: https://www.linkedin.com/in/diandraescobar/

For the new episode of Full-Funnel Live we've invited Diandra Escobar, Founder of Distinctiva.io — the content strategist behind B2B brands generating 80% of their pipeline from LinkedIn organic.With her clients, Diandra replaces content calendars with content flywheels where every piece compounds on the previous one.One client scaled from $1.2M to $3.6M ARR through LinkedIn alone. Another attributes 80% of leads to LinkedIn organic. Another one reports their newsletters are hitting 60%+ open rates.We're going to break down exactly how B2B CMOs can implement content flywheels to generate pipeline in 2026.Tune to learn:Why generic "how to" content is dead and what "authority content" actually meansThe content flywheel framework: how to build it, what to stop doing, and what to replace it withHow to defend your content flywheel strategy from “why can’t you do it with AI”?How to track engagement signals from content and hand them off to SalesHow to report content-led growth to a CFO who only speaks pipelineRESOURCESOn-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/Diandra on Linkedin: https://www.linkedin.com/in/diandraescobar/

For the new episode of Full-Funnel Live we've invited Lauren Goodell, CEO at Zinnia and former enterprise AE at Microsoft and Salesforce who hit 220% quota and made Chairman's Club.You now the harsh B2B marketing reality: enterprise deals take 12-18 months and involve 10+ stakeholders, but most sellers act in "always be pitching" mode.Lauren did it differently to win enterprise deals. She knew her buyer's dogs' names. She knew how the CFO was compensated. She knew exactly which jokes would land.We break down how marketing can actually enable human-first selling—not with more slide decks and battle cards, but with the research, POVs, and nurture support that top sellers wish they had.Tune in to learn:- How CMOs can facilitate the shift of sales team from "always be pitching" to relationship-first - The actual research process behind winning enterprise deals: where to look, what information to find, and how marketing can help - How to nurture enterprise buyers across long sales cycles - How marketing and sales should work together so sellers think “oh, marketing made this easier”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/Lauren on Linkedin: https://www.linkedin.com/in/lauren-goodell/

In this episode of Full-Funnel Live, Andrei and Vlad invited Tycho Luijten, founder of Dapper Agency and creator of the Niche Famous Framework.They break down how B2B brands actually build fame in their market and stress-test the framework against real B2B enterprise challenges: long sales cycles, tiny teams, and skeptical leadership.Tune in to learn:-  How to become the first brand your buyer thinks of — even with a 2-person content team, zero video capability, and a CEO who wants you to “go broad”- The actual process, resources, and costs behind viral B2B content — and how to prove ROI when your CFO calls brand “a nice-to-have”- How to make “niche famous” work in enterprise B2B with 18-month sales cycles and 500 target accounts⁠RESOURCESOn-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/Tycho on Linkedin : https://www.linkedin.com/in/mattheinz/

For the new episode of Full-funnel live we’ve invited the legendary Matt Heinz to discuss how to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity.Tune in to learn:- How to handle revenue pressure and prove marketing impact on revenue within the long sales cycles?- What do B2B CMOs do differently to grow in 2026 while handling revenue pressure and requests to deploy AI and ABM?- How to get buy-in from CEO and CFO to shift from demand gen and MQLs to revenue marketing? - How to handle forecast and defend budget for long sales cycles? - Which growth lever to pull in 2026 to enable growth if your team doesn’t have capacity and your budget was cut?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/Matt on Linkedin : https://www.linkedin.com/in/mattheinz/

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