Podcast

Full-Funnel B2B Marketing Show

Business, Marketing

Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io.

Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM).

Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth.

Learn more about full-funnel b2b marketing here: https://fullfunnel.io

Episodes
192
Releases
Weekly
Typical length
1 hr 7 min
On air since
2018
Latest episode
1 day ago

Episodes

192 episodes, newest first

  1. Episode 192: The anatomy of a CMO second brain: Live showcase with Joni Helminen

    Show notes

    In the new episode of Fullfunnel Live, we unpack, together with Joni Helminen, Chief AI Officer at Intentio Agency, the anatomy of a CMO second brain - how to build it, keep it alive, and scale it alongside your company’s marketing OS.

    Join us to learn:

    • How to build the personal second brain combined with the company’s marketing OS - live showcase
    • How to orchestrate the OS upkeep and maintenance so it’s not outdated in 3 months and continues scaling
    • The context package for the marketing OS almost nobody has written down, and how to get it out of people’s heads

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Joni on Linkedin: https://www.linkedin.com/in/jonihelminen/

    1 hr 9 min
  2. Episode 191: How to create fully personalized lead nurturing programs for enterprise buyers with Jon Miller

    Show notes

    In the new episode, Jon Miller is joining us to show how AI-native marketing automation can help create a personalized engagement plan for every buyer based on who they are, what is happening across their account, and how their buying group is engaging.

    Tune in to learn:

    - Seven ways AI changes what marketing automation is
    - How to use everything you know about a person, their account, and the wider buying group to determine what they should receive next
    - How to create an individual buyer playlist that coordinates content, offers, channels, timing, and sales outreach
    - How to combine planned campaigns, signals, and always-on nurturing into meaningful journeys
    - How to adapt the nurturing journey as buyers engage, respond, and move through a long enterprise buying process

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Jon on Linkedin: https://www.linkedin.com/in/jonmiller2/

    53 min
  3. Episode 190: A Modern ABM Advertising Playbook: Live Program Breakdown with Keith Putnam-Delaney

    Show notes

    In this episode of Full-Funnel Live, we invited Keith Putnam-Delaney, Co-Founder & CEO of Primer and Chris Ingrao, Growth Marketing Director at Tabs, to chat on ABM ads strategy.

    Tune in to learn:
    - How to define and score their highest-potential accounts
    - How to use Meta, YouTube, TikTok, Reddit, and LinkedIn in one ABM program: what creatives work today
    - Live case study: How Tabs run ABM ads strategy across different tiers of their strategic accounts
    - How to measure ABM ads strategy when the goal is awareness and engagement

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Keith on Linkedin: https://www.linkedin.com/in/keithputnamdelaney/

    1 hr 3 min
  4. Episode 189: The B2B marketing formula: how to grow globally (you scale on principles, not rules) with Louis Debatte-Monroy

    Show notes

    In the new episode of Fullfunnel Live, we interview Louis Debatte-Monroy, Global Head of Marketing at Adyen.

    Tune in to learn:

    - How to build principles, not rules, to enable growth
    -The 4S Formula: how to stop complexity from killing growth
    - How to “sell” principles and a new operational system internally and handle the resistance
    - The corporate content strategy in AI era: how to stay relevant and engage target buyers

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Louis on Linkedin: https://www.linkedin.com/in/louisdebatte/

    1 hr 1 min
  5. Episode 188: The growth strategy for a challenger brand: how to compete with ABM giants 6sense and Demandbase with Dmitri Lisitski

    Show notes

    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 differentiation
    • How to structure marketing and sales as you scale and how to build a lean and effective ABM team
    • ABM reporting and metrics: how to measure ABM and prove pipeline contribution to CFO, beyond MQLs and impressions?

    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/blog

    Vladimir 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/

    1 hr 2 min
  6. Episode 187: GTM for growth markets with Koen Stam

    Show notes

    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 market
    • Playbooks & 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.

    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/blog

    Vladimir 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/

    1 hr 11 min
  7. Episode 186: How to run a global field marketing that generates pipeline with Lisa Schöberl

    Show notes

    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 center
    • Practical examples of global vs. local alignment
    • A clear understanding of what to measure and what to stop measuring
    • A post-event strategy that actually accelerates pipeline

    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/blog

    Vladimir 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/

    1 hr 8 min
  8. Episode 184: How to create awareness among strategic accounts with Andrei, Vladimir, Kerry & Matty

    Show notes

    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 decision
    • What works today to create awareness among strategic accounts
    • How to measure brand awareness among strategic accounts

    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/blog

    Vladimir 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/

    1 hr 3 min
  9. Episode 183: How to build a global, AI-native ABM function with Tim Rutten

    Show notes

    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 gradually
    • How to structure cross-functional teams and handle the resistance
    • How to track ABM performance across long sales cycles
    • How to integrate AI in ABM: an overview of the core processes and signal engine

    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/blog

    Vladimir 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/

    1 hr 4 min
  10. Episode 182: B2B ADS masterclass with Shlomo Genchin

    Show notes

    In this episode of Full-Funnel Live, Andrei and Vlad invited another speaker of the Full-Funnel Summit, Shlomo Genchin

    Shlomo 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 pipeline

    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/blog

    Vladimir 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/

    59 min
  11. Episode 181: How to implement ABM strategy 3.0 with Andrei & Vladimir

    Show notes

    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?

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

    1 hr 12 min
  12. Episode 180: Lifecycle marketing in 2026: How to engage with buyers in AI era with Ashley Faus

    Show notes

    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 something

    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/blog

    Vladimir 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/

    55 min
  13. Episode 179: Account progression framework with Steve Armenti

    Show notes

    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 alignment
    • Step-by-step process to develop cross-functional account progression model to increase SQL conversion
    • How to track account engagement and deploy playbooks that are aligned with the current journey stage

    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/blog

    Vladimir 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/

    54 min
  14. Episode 178: B2B content flywheels that generate 80% of pipeline with Diandra Escobar

    Show notes

    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 means
    • The content flywheel framework: how to build it, what to stop doing, and what to replace it with
    • How 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 Sales
    • How to report content-led growth to a CFO who only speaks pipeline

    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/blog

    Vladimir 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/

    1 hr 9 min
  15. Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell

    Show notes

    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”

    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/blog

    Vladimir 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/

    49 min
  16. Episode 176: How to make your B2B brand famous with Tycho Luijten

    Show notes

    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 accounts⁠

    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/blog

    Vladimir 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/

    1 hr 7 min
  17. Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz

    Show notes

    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?

    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/blog

    Vladimir 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/

    59 min
  18. Episode 174: How to talk with sales about ABM with Andrei & Vladimir

    Show notes

    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 ABM

    • How to find the best candidate to run a pilot program together⁠

    • How to ensure the sales rep will prioritze pilot, and not lead gen KPIs

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

    1 hr 8 min
  19. Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir

    Show notes

    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 behaviour
    • Why you need both timeline-based and signal-based playbooks
    • How to align the playbooks with the buyer journey stage
    • The importance of multithreading—and how to maintain momentum during long dormant periods

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

    1 hr 14 min
  20. Episode 172: How to target accounts in 2026 with Andrei & Vladimir

    Show notes

    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 targeting
    • How to select the target cluster of accounts
    • How to plan cluster programs

    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/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/

    1 hr 15 min