Episode 188: The growth strategy for a challenger brand: how to compete with ABM giants 6sense and Demandbase with Dmitri Lisitski

In this episode of Full-Funnel Live, we invited Dmitri Lisitski, CEO & Co-founder of Influ2.Tune in for a conversation with the founder behind Influ2 on growing a challenger ABM brand in a market dominated by 6sense and Demandbase. We will revisit the gap spotted at a 2015 Demandbase conference, the positioning and differentiation that launched Influ2, and what he deliberately refuses to compete on.We discussed the GTM strategy past and present, where to spend without big budgets, scaling marketing and sales, building a lean ABM team, and keeping alignment. Plus, how to measure and prove ABM pipeline contribution to a skeptical CMO or CFO beyond MQLs and impressions, and where AI strategy is actually heading.Tune in to learn:How to grow in the market dominated by “big whales” like 6sense and Demandbase: the growth strategy, positioning and differentiationHow to structure marketing and sales as you scale and how to build a lean and effective ABM teamABM reporting and metrics: how to measure ABM and prove pipeline contribution to CFO, beyond MQLs and impressions?DmitriRESOURCESOn-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/Dmitri on Linkedin: https://www.linkedin.com/in/lisitski/

In this episode of Full-Funnel Live, Andrei and Vlad are joined by Koen Stam, Director of International at Personio.Koen is a B2B SaaS revenue and Go-To-Market (GTM) expert with over 12 years of experience helping companies scale from $5M to $25M ARR. Specializing in building repeatable sales systems, he helps founders and revenue leaders replace erratic individual performance with scalable growth engines.You'll learn:GTM strategy: How to structure inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise for a growth marketPlaybooks & Execution: How to build structured systems, coaching frameworks, and checklists for consistent revenue growth.High-Performing Teams: how to hire, develop, and structure commercial teams with clear accountability.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/Koen on Linkedin: https://www.linkedin.com/in/koenstam87/

In this episode of Full-Funnel Live, Andrei and Vlad are joined by Lisa Schöberl, Global Head of Field, Partner & Customer Marketing at Agicap.They discuss how to build a global field marketing engine that generates real pipeline, not just leads. They cover how to align global strategy with regional execution, earn sales trust, and measure what actually matters.What you'll walk away with:A framework for structuring field marketing as a revenue engine, not a cost centerPractical examples of global vs. local alignmentA clear understanding of what to measure and what to stop measuringA post-event strategy that actually accelerates 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/Lisa on Linkedin: https://www.linkedin.com/in/timrutten/

In this episode of Fullfunnel Live, we invited Kerry Cunningham (leads research at 6sense) and Matt Heinz (Heinz Marketing) who ran a couple of research studies interviewing B2B CMOs about what works today to create brand awareness.Tune in to learn:How buyers’s experience with the sales reps influences the purchase decisionWhat works today to create awareness among strategic accountsHow to measure brand awareness among strategic 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/Kerry on Linkedin:  https://www.linkedin.com/in/kerrycunningham/Matt on Linkedin: https://www.linkedin.com/in/mattheinz/

On March 26, we hosted the 7th Full-Funnel Summit. One of the most popular sessions was hosted by Tim Rutten, CMO at Backbase, where he shared how he created an AI-native GTM system. After the summit, a lot of people reached out to both Tim, asking where they could learn more, and me.We’ve been working with Tim and the Backbase team for almost a year. So instead of repeating the summit keynote, we decided to chat about how to build a global, AI-native ABM function.Tune in to learn:The step-by-step process to build a global ABM function graduallyHow to structure cross-functional teams and handle the resistanceHow to track ABM performance across long sales cyclesHow to integrate AI in ABM: an overview of the core processes and signal engineRESOURCESOn-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/Tim on Linkedin: https://www.linkedin.com/in/timrutten/

In this episode of Full-Funnel Live, Andrei and Vlad invited another speaker of the Full-Funnel Summit, Shlomo GenchinShlomo gave a fantastic keynote about creative B2B ads that drive the pipeline. Today we want to dive a bit deeper into his technique, address some of the most common concerns from B2B companies, and walkthrough a live example of ads creation.Tune in to learn:How to target conservative and sceptical buyers who might perceive fun ads as unprofessional?How to apply a “test small, scale fast” framework across long sales cycles?The step-by-step and the live process to create fun B2B ads that generate 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/Shlomo on Linkedin: https://www.linkedin.com/in/shlomogenchin/

In this episode of Full-Funnel Live, Andrei and Vlad explain what has been changed in ABM.Tune in to learn:How to pivot from the current ABM strategy to the new one?How does the new strategy impact full-funnel ABM playbooks?How to evaluate the efficiency of the new strategy?How to use AI, and what tools to add to the tech stack?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/

It’s 2026, but still too many B2B companies treat marketing as a MQL factory in a linear funnel.Every interaction scored. Every behaviour is treated as a buying signal. Every nurture sequence designed to push someone toward a sales call they're not ready for.In this episode of Full-Funnel Live, Andrei and Vlad invited Ashley Faus, Head of Lifecycle Marketing at Atlassian, to fix that.Tune in to learn:⁠- How lifecycle marketing got hijacked by MQL thinking and what it actually looks like in 2026 - The playground model: how to design buyer journeys that match how people actually research, explore, and decide, even if you’ve inherited the “MQL factory” model - How to run change management and sell the idea of “the playground" lifecycle model - What AI can and cannot do for lifecycle marketing and what has to be true about your data before AI will work - What a CMO can realistically build in year one when inheriting a broken linear funnel and 90 days to show the board somethingRESOURCES: 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/Ashley on Linkedin: https://www.linkedin.com/in/ashleyfaus/

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/