Episode 100: The State of Full-Funnel Marketing and lessons for 2023 with Andrei Zinkevich & Vladimir Blagojević

Full-Funnel B2B Marketing Show

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​We're going to present:
​- The evolution of a marketing role in B2B companies selling high ACV product
​- Planning and prioritizing marketing programs
​- Getting a real alignment with senior leadership and sales
​- Change management required to launch a full-funnel marketing strategy
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The State of Full-Funnel B2B Marketing or 7 lessons for planning 2023.
1. The role of B2B marketing is full-funnel, not TOFU, MOFU, BOFU or lead gen.
Buyer journey is not linear, hence your marketing shouldn't be.
Align your marketing with demand and business triggers and maximize touchpoints with buyers across the channels they use for education and research.
2. Measure marketing across the full funnel with blended analytics, not by MQLs.
There are lots of interactions and touchpoints that can't be measured by attribution software. Measure marketing performance and impact on revenue by cohesive analysis of:
- Leading indicators for every campaign
- Self-attribution
- Digital traces
- Customer interviews
3. Cohesive models instead of siloed functions.
Don't try to launch siloed functions and compare them (e.g. demand generation vs ABM). Every function has its own role, hence you need a cohesive model.
Example:
Demand generation = create awareness and demand in a target market.
ABM = warm up and activate engaged accounts.
4. Prioritization and focus are the keys to successful marketing.
Tech companies are laying off their employees. Budgets are cut. Every cent invested in marketing can be questioned.
You don't need 50 tactics to hit revenue targets.
Excel at 5-7 making programs, allocate 80% of your time and budget, and leave 20% for experimentation.
5. Change management is the biggest bottleneck for implementing full-funnel marketing.
Even if everybody in your organization agrees with the points above, but your company still deals with:
- Lack of patience and commitment when launching new programs
- Measuring every campaign by leads
- Skipping fundamental strategy steps such as ICP, marketing message, account research, and jumping into tactics
You need to foresee time for change management.
Make sure to regularly train and onboard senior leadership until you'll get a full support and buy-in.
6. Align with sales on playbooks and pipeline.
Marketing is not a sales assistant or order-taker. But marketing is not a siloed function as well.
Make sure you have a clear alignment with sales on:
- GTM strategy
- List of target accounts
- Lead definition and leads handoff process
- Regular pipeline review
- Playbooks for warming up and activating target accounts
7. Reduce friction points to shorten the sales cycle and improve buyer experience.
Make sure you have everything buyers want to see:
- Pricing
- SDRs calendar
- FAQs
- Clear product overview and description
- Case studies
Too many opportunities are killed in advance or have a longer cycle because of unnecessary friction points you can easily remove.
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/