Full-Funnel B2B Marketing Show

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 mea...

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, w...

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 conse...

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...

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...

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 succe...

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 attri...

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 h...

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...

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 d...

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 RE...

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 multithrea...

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 pro...

In this episode of Full-Funnel Live, Vlad and Andrei provide the definitive blueprint for marketing's responsibilities in a high-performing ABM program. They move beyond theory to give you a concrete list of what you should own, the processes you must drive, and the metrics that prove your impact. Tune in to learn: What marketing owns What are the playbooks and process marketing must run together...

Vlad and Andrei were joined by special guest Ashley Lewin to break down a practical framework for building a marketing plan that drives consistent results and launches award-winning campaigns. Tune in to learn: •⁠ ⁠How to leverage GTM Focus Cycles in marketing planning? •⁠ ⁠How do you balance and plan always-on and strategic programs? •⁠ ⁠How do you budget and forecast them? •⁠ ⁠How do you distrib...

In this episode of Full-Funnel Live, Vlad and Andrei tackle the age-old problem head-on. They move beyond the blame game to uncover the real reasons for the disconnect and provide a practical blueprint for repair. If you've ever wondered why your sales team seems to be operating in a parallel universe, this conversation is for you. Tune in to learn: - What sales actually want from marketing - The...

In this episode of Full-Funnel Live, Vlad and Andrei provide a definitive guide to ABM evaluation. They'll equip you with the frameworks and metrics you need to diagnose your program's health, identify hidden weaknesses, and demonstrate clear, tangible value to your leadership. Join us to learn: How to evaluate if you’re running ABM program according to best practices How to evaluate gaps in the A...

In this episode of Full-Funnel Live, Andrei & Vlad are going back to basics with a deep dive into the core principles that power a successful, modern marketing strategy. 💡 Tune in to learn: ⁠ • Full-funnel framework and 6 fundamental pillars • ⁠How to implement full-funnel strategy • How to measure full-funnel marketing RESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-mar...

In this episode of Full-Funnel Live, Vlad and Andrei are joined by special guest Elric Legloire to pull back the curtain on the sales team's critical role in Account-Based Marketing. We're moving beyond theory to tackle the real-world execution of ABM—the successes, the pitfalls, and the messy details that make or break a program. Tune in to learn:  - The role and responsibilities of sales team in...

Struggling with misalignment between your marketing and sales teams? You’re not alone. Many organizations face friction when these critical teams operate in silos—leading to missed opportunities, wasted resources, and slower growth. In this webinar, we uncovered actionable strategies to bridge the gap between marketing and sales, ensuring seamless collaboration and revenue growth. 🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟...

In this episode Vlad and Andrei are going to share a live ABM case study of our client, Customs4trade, presenting an ABM program to engage and land enterprise sales opportunities. 🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ The exact playbooks Marketing & Sales use to win big deals ✅ How to align Sales & Marketing for maximum impact ✅ The critical role of SDRs in ABM (straight from an SDR) ✅ How to report...

Most ABM programs rely on 3rd party intent data and personalized outreach—but if your buyers don’t know you, no amount of personalization will move the needle. In this episode of Full-Funnel Live, Vlad and Andrei break down what top ABM programs get right: •⁠ ⁠Why 1st party signals are the real ABM gold—and how to generate them •⁠ ⁠How to build a sequence of value-added activities that move target...

In this episode of FullFunnel Live, we dive deep into a real-world Account-Based Marketing (ABM) case study with our client, BenchPrep. Discover their proven playbook for targeting professional associations—what worked, what didn’t, and the key lessons learned. 🔹 What You’ll Learn: ✅ Live pilot program results – See the real impact of ABM ✅ Key playbooks executed – Tactics that drove success (a...

In this episode of Fullfunnel Live, we discussed with sales leader the role of sales in ABM. Listen to learn: •⁠ ⁠The role of AEs and SDRs in the ABM program •⁠ ⁠The most successful account-based sales playbooks: key activities and metrics •⁠ ⁠How sales should collaborate with marketing in ABM 💡 As always, we share real live examples and answer your questions, making this episode a must-watch for...

n this episode of Fullfunnel Live, we discussed with marketing leaders how to run a successful ABM program. Join to learn: •⁠ ⁠How to get buy-in and support for ABM from sales and leadership •⁠ ⁠How to set up a pilot ABM program: resources, budget, technology and timeline •⁠ ⁠How to report on ABM to avoid internal conflicts •⁠ ⁠The most successful ABM playbooks that generated pipeline and revenue...