🕵🏻‍♂️ Your plans, 0 to ABM and Trenches events

Jan 13, 2022 2:00 pm

Hi .


How did the year start for you? Did you make Q1 plan? What are your priorities/goals/challenges/questions you have?


Let’s share it here (its confidential, don’t worry ) and plan community activities to help each other.


I’ll share what we plan to do at Fullfunnel.


1. We want to launch cohort-based courses to make engagement with us more affordable for Tier 2 and Tier 3 accounts, and also for individuals and marketing agencies/consultants.


Main challenges:


  • How to find the right balance between cheaper on-demand courses and cohort courses?
  • What to put in front of the audience?
  • Does it make sense to put on-demand courses first and then present cohort?


2. We want to hire some content writers and community manager for Trenches, but because the community is free, we need to bring some sponsors. Now the question is what to offer to sponsors and how to avoid spamming the community with sponsors offers?


3. We are going to double down on our demand gen program (I'll describe it below). The craziest part for the upcoming Full-Funnel Summit is that on the waiting list we have almost 1k people….


4. We are going to refine our lead nurturing system making it more tailored to different tiers and job roles. Also, adding some social media paid touches to nurture Tier 1 and Tier 2 accounts (this is missed).


5. Clarifying our positioning and improving messaging to make sure that we train and coach B2B marketing and sales teams with high ACV. Not only tech (as it’s a common misunderstanding) and that we are not doing agency work.


Do you have any ideas? Please, share them here.


Also, share, please, what you are working on in Q1 and/or in 2022!


What questions do you have?


Share them here.


Lets make this year super productive for all Trenchers


Upcoming community events

We've booked lots of awesome guests and are kicking off the new season of live interviews. Last year we had a great tendency and at every meetup had around 50-60 folks in Zoom.


You're very welcome to join the conversations, ask your questions live, or share your experience.


Below is the list of the scheduled events. Click on the events you are interested in to save your spot.



Full-Funnel Summit (29th -31st March)

You can attend and learn from the best B2B marketers for free.


Save your spot here.


If you love the summit and our events, please, support us and tag your peers and friends in the comments.


ABM cohort course

We’ve finished the ABM cohort course program that will be launched on Jan, 31st: https://views.paperflite.com/collections/61ba22c24f7b7858f0d20f29


Aside from homework, it will include 10-12 practical workshops where we'll work together with you on launching a pilot campaign.


If you are interested, check the program and reply to me back.


Questions from fellow Trenchers

Let's help each other. If you can contribute or answer any question below, just click the link and share your thoughts.



Post Of The Week

8 pillars of Fullfunnel.io demand gen strategy.


1. LinkedIn thought leadership and proactive engagement. Every workday, I and Vladimir post actionable content about account-based demand generation and proactively engage with 4 audiences:


- Engagers

- ICP

- Event organizers

- Partners


As a result, 85% of our inbound requests mention LinkedIn as the channel where they first heard about us.


2. Every month we host an educational webinar with tech companies that serve similar audiences - B2B tech companies with high ACV.


We don't pitch, both promote with a partner the event, expand the network and generate awareness and demand.


In 2021, we hosted 9 webinars with Chili Piper, Nick Bennett, lemlist, Happierleads, Scott D. Clary, MBA and ourselves that:


- Generated 4 clients

- 15 opportunities

- Generated 2723 sign-ups


3. Every month we promote an actionable case study with the details of the campaign we launched with one of our clients. These case studies usually create the most demand.


4. Every week we send a Full-Funnel Insider newsletter that includes one actionable advice (breakdown of a campaign or specific case studies), curated best LinkedIn updates, and recordings of our podcasts and webinars.


5. Weekly Full-Funnel B2B Marketing Podcast.


Every week we sit down with prominent B2B marketing leaders to discuss all things related to B2B marketing. Everybody from our community can join and ask questions live.


6. Annual Full-Funnel B2B Marketing Summit.


Last year we invited 50+ speakers and hosted a 5-day virtual summit that was attended by 4k+ people across the world.


7. Content distribution.


We don't overwhelm our audience with posting about the same piece of content every single day and proactively distribute it in the 1st two weeks after publishing it.


Later, we promote it selectively among strategic accounts.


8. Guest posts and podcast appearances.


We have published several articles on well-known resources like CXL. MarketingProfs, Terminus, and Sales Hacker that not only creates awareness on target market but creates great social proof for our brand.


All with just 2 full-time people.

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If you consider adding demand generation to your marketing operations in 2022, here are 8 things to keep in mind:


1. Have a long-term mindset and support from executives.

2. Alignment between marketing and sales.

3. Project owner.

4. Consistency.

5. Start small and add demand activities one by one.

6. Define content creators and in-house experts.

7. Diversified content strategy.

8. Demand capturing and activation playbooks. 


By Andrei Zinkevich


Best Shares From Trenches Community


See you in Trenches 😉


Andrei Zinkevich

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