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

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 studiesFIND AND TARGET THE RIGHT ACCOUNTS THAT ARE ALREADY AWARE OF YOUR PRODUCTSee 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/3UwLUZrRESOURCESOn-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/eventsFull-Funnel Marketing Content Hub: https://fullfunnel.io/blog

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 numbersHow to structure the sponsorship or collaboration with thought leaders to get meaningful results, not a generic mention on socialHow we ran 6 month program for Dealfront and what results did the getOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-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/blogEric Melchor - https://www.linkedin.com/in/ericmelchor/Andrei Zinkevich - https://www.linkedin.com/in/azinkevich/  

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 intentBelow I share what are the 3 levels of demandOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-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/blog3 LEVELS OF DEMAND1. 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 colleaguesTypical 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 opportunitiesTypical 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.

​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 expertsOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-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 LinkedinAndrei on LinkedinJoão 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 strategyThe exact account-based marketing program Cross Knowledge (a Wiley brand), has implemented to drive 60% of their qualified sales pipelineFour transformations most B2B marketing teams need to make, and the step-by-step breakdown of how we implemented these at Cross KnowledgeOUR 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/3UwLUZrOn-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/Ken Roden on Linkedin: https://www.linkedin.com/in/kenroden/

In the new episode of Fullfunnel Live we share a live case study of a 2-months ABM program launch with Divash Basnet, VP Marketing and Lee Adam, Product Marketing from Cardata.We cover:- How to get buy in from sales and stakeholders to launch a joint program- How to orchestrate a pilot program and set up the right KPIs for the ABM team- How to balance marketing and sales resources between ABM and other motions- ABM team, stack, playbooks and results of a 2-month pilotOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-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/Lee Adam - https://www.linkedin.com/in/leefaithadam/Divash Basnet - https://www.linkedin.com/in/divashbasnet/

In this video we share live examples of how to leverage intent data to: Define highly engaged accounts that should be added to account-based marketing programs Matching next actions and call to actions with the intent levelOUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrRESOURCESOn-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/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/

In a new episode we share the step-by-step process on how marketing and sales should work on defining ICP for their ABM programs. - Why ICP development for account-based marketing is different from your marketing strategy - How to define account qualification and disqualification criteria - How to segment accounts by tiers - How to define the real buying committee (with enterprise examples)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/3UwLUZrRESOURCESOn-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 the new episode of Fullfunnel Live we explain how to develop a Full-Funnel B2B marketing function by refocusing everyone in your marketing and sales teams on revenue creation.OUR SPONSOR - DEALFRONTNo more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZrKey questions we discuss:How siloed marketing and sales functions impact pipelineHow to create cross-functional full-funnel teams FAST without significant changes in the company's structureHow to adjust the KPIs in the full-funnel team to focus everybody on revenue and pipeline generationWhere do we see in the marketing org chart functions like website, social media, paid search? What’s the right level of reporting out to stakeholders across GTM/revenue teams? What are the first steps (or key steps) in transitioning to a cross-functional team model? 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/

In the new episode of Fullfunnel Live we'll explain the role of SDRs in ABM to make it efficient.Join us to learn and discuss:- 5 SDR functions to run a great account-based marketing (ABM) program- How SDRs can create awareness among the buying committee members- How SDRs should collaborate with marketing- KPIs for SDRs in the account-based marketing programOUR SPONSORThis episode is sponsored by Dealfront - a leading European intent data provider.What sets DealFront apart? This platform is fueled by live European data in multiple languages, providing you with insights and native integrations that other vendors don’t have. 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. If you sell and market in Europe, and consider a great intent data + database platform, Head over and get a free demo here at: https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnelRESOURCESOn-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/blogMENTIONED EPISODEShttps://www.youtube.com/watch?v=6Burn1F1HKE&t=0shttps://www.youtube.com/watch?v=Q3WGzOvNb9M