Emilia Korczynska

Userpilot

VP of Marketing

Doing all it takes to get more Product People over the code barrier with our code-free Product Adoption, Marketing & Experimentation Platform:  
Designing, developing and implementing a marketing strategy that ensures higher visibility 
Leading our stellar content team 
Implementing and driving a paid ads strategy to diversify customer acquisition. 
Driving funnel growth
Implementing an email marketing strategy 
Identifing and testing new acquisition channels
Overseeing, training, and coaching team members

Head Of Marketing

Managing content operations for a fast-growing B2B SaaS company - Product Experimentation and Marketing Tool for Product Teams: 
- Content planning, SOP development, SEO keyword research and topic ideation 
- Content editing and creation (blogs, website copy, social media content, ebooks, landing pages) 
- Community building (esp. Facebook - growing Product Growth & Retention Group, and LinkedIn) 
- Partnership management (guest posting, co-promotion)
- Writing weekly newsletters and developing email marketing workflows
- Organizing Product Drive - an annual online conference for Product People  (first edition: 2200+ participants)
- Data Analysis and Reporting (Google Analytics)

Marketing Manager

Wisemont Language Services

Boutique language agency helping SMEs sell more through great content on international markets

- Content marketing: translating, localisation and copywriting of SEO blog content, articles, website copy, newsletters etc. 
- International Social Media management 

Responsibilities:
- Developing and marketing new service packages and new in-formation products 
- Supervising development of content marketing strategies and SEO content for our clients that bring results – e.g.  ranking on 1st page in Google for competitive keywords, growing Twitter following to 3500 in 4 months

Owner

Postfity.com

- Helping more startups and small businesses hear about the most affordable social media scheduler designed specially for SMBs through: 
- creating a documented content marketing strategy, planning paid and organic marketing activities (content resharing, social media listening using Brand24, email marketing), setting and monitoring KPIs, measuring results using Google Analytics and Social Media Insights 
- hiring and managing marketing professionals: Social Media Managers, Copywriters, Facebook Ads Specialists, Google Ads Experts, Graphic Designers
- setting up and optimising email marketing drip campaigns
- doing Competition and Keyword Research, optimising blog content for search engines, creating new blog content optimised for low-difficulty keywords
- A/B testing Facebook ad campaigns
-  managing the marketing budget

Marketing Strategist

Find in China

Find in China is an online directory of local services, venues and events on a map in English designed for the expat population in China. Together with other local websites for expats we are creating the largest database of information and socialising opportunities for foreigners in China, as well as  a nationwide discount card. [Acquired October 2018] 
Responsibilities:
- Designing a web-app - map-based directory of venues, ser-vices and events in China
- Front-end project management – liaising with the front-end developer to produce the desired results in terms of design, functionality and user-experience, and with the back-end pro-ject manager 
- Business development and general management -  searching for joint ventures and collaborations to grow our database of point of sales and events quickly (we launched with over 1000 POSs across China), social media marketing

Co-Founder and CEO

Birmingham City University

Leading an in-country presessional course for students of Nanjing University of Science and Technology 
Teaching Academic Study Skills

ICP Visiting Lecturer

Swansea University

Teaching (Polish) Translation and Interpreting MA students:
- Module: Advanced Translation) 
- Module: Public Service Interpreting: Local Government Option
Supervision: Translator's Tools 
Material, test and examinations development

Part-time Translation and Interpreting Tutor

Runner's Delight

Runner's Delight was an innovative brand of functional porridge designed especially for runners. 
Responsibilities: 
- Designing and launching a sports nutrition product for runners
- Assisting in branding, social media and influencer marketing

Co-Founder and product manager

PayPal

EMEA Collections Specialist

Stream Universe TV

- managing relations with contributors: 
- contacting influential bloggers attracting large numbers of followers with commissions for film / TV series reviews and content writing;
- providing writers with updates on new releases, writing opportunities, etc.
- keeping  submission deadlines

Account Manager

The Cambridge Student

- writing a weekly series of satirical columns

Columnist

Passionate about SaaS product growth, and both the pre-sign up and post-sign up marketing. Talk to me about improving your acquisition, activation and retention strategy. 


2 years ago I thought LinkedIn ads were a complete waste of money. Any “attempts” we made didn’t bring any results…now our ABM program is just over 1 year old, runs 100% on LinkedIn, and has brought in multiple 7 figures in pipeline & very soon 7 figures in revenue…

What changed? 

☠️ We used to spend $1500-2000 per month on “experiments”, and measured results by…demos! 🤦‍♀️ that we expected to drive directly, and almost instantly, from a few random ‘we’re so great, book a demo’ ads (with not enough budget to even get enough clicks to the website, which we didn’t even measure).

🍀 Now we know a) Linkedin is just a content distribution channel, yes, it’s pay to play (but you pay to have a pretty darn good targeting) - but ultimately, you’re building awareness through good content.
You need to resonate with the pain, show different benefits of your product, social proof, etc. enough times 

☠️ We didn’t have target account lists. We just used broad targeting by job titles. 

🍀 Now we know 50% of the success is building the right target account list, and spent a lot of time tweaking the SAM criteria, and use Clay, Builtwith, Apify, Wappalizer etc. to build our lists based on intent signals. We use almost exclusively matched audiences. 

☠️ Our goal was to “generate leads” - “MQLs” - we didn’t look at leading engagement metrics at all. We didn’t look at the correlation between which company saw our ads in which campaign - we only looked  

🍀 Now we look at “campaign influence” - the deals (and pipeline / $ spent) from accounts that saw/engaged with our ads enough time BEFORE the deal was opened in ZenABM (my husband's startup, so do sign up for free 😜 https://lnkd.in/dp-Ym6Wj) We have account stages and monitor progression through them on weekly basis (and velocity). We know that it takes 100s of impressions, not a single "last touch" click, to get someone to book a demo 😉

☠️ We looked at LinkedIn as an isolated channel. We didn’t do any email follow up, any re-targeting campaigns, we didn’t target the same lists on different channels. 

🍀 Now we run email (with Smartlead) & Linkedin DMs (with HeyReach.io) follow up campaigns (planning to send 32k+ emails per month), personalised with hundreds of different intent signals (including intent we’ve gotten from LinkedIn ads, but not only). We’re splitting the audience between cold and warm. We’re enriching retargeting. We’re experimenting with reddit ads, and planning to look into other channels too.

☠️ I don’t even wanna know what we did in terms of campaign settings (objectives, goals, audience expansion…all the booby traps LinkedIn has in store for inexperienced marketers)

VP of Marketing @Userpilot. Author @ Product Rantz.

Every marketer will tell you the same thing “We have enough data. We don’t have enough insights.” Especially at the end of the year, when we’re all going into “reporting mode” - we’re drowning in data and desperately trying to make sense of it, to plan our 2026 budgets. 

AI should change that. 

This is why I’m so proud that Michal Jackowski is launching Zena - LinkedIn Ads AI Analyst today on Product Hunt - please check out the launch here: https://zenabm.com/ph

Zena answers all your questions about your LinkedIn Ads performance, your ABM campaigns, your target companies’ engagements with your ads *AND* the impact of your campaigns on revenue and pipeline. 

TL;DR - my husband has been working very hard on making it happen for almost a year, and I’ve been the harshest critic ;D I rarely like anything he does that doesn’t involve pasta - and I wouldn’t be sharing this launch with you if I didn’t think this is a game changer for reporting on ABM Campaign performance through LinkedIn ads. I’ve been feeling all the pain of doing this manually myself and this product is made of my tears (proverbially, of course :D) 

How does it work? Zena combines data from 30+ LinkedIn ads API endpoints with data from your CRM, and processed data from ZenABM (that already combines all the above data sources into one single source of truth, and calculates account engagement scores, ABM stages etc.) 

Here are the types of questions you can ask Zena about your LinkedIn ad and ABM performance data: 

 🟢 Ask Zena about your top performing ads, and ad formats - which had the highest number of clicks & CTR. 
🟢  Ask Zena to get you a list of your most engaged companies in different timeframes by clicks, impressions etc. AND by inventory type (image, TLA, chat).
🟢 Ask Zena which of your ad campaigns are driving pipeline, and which are only wasting budget. 
🟢  Ask Zena about the impact of your ABM campaigns on your funnel and TAM - how companies you’re targetting moved stages month over month, how much you’ve spent on them etc.
🟢  Ask Zena which of your ABM campaigns (and LinkedIn Campaigns) had the highest impact on revenue e.g. this vs. last month. 
🟢  Ask Zena about your ICP’s engagements - which job titles engaged most with your campaigns - month by month.

Getting all these questions answered just by looking at LinkedIn Campaign’s Manager or my Hubspot dashboards would take me ages - now I can get them answered in seconds, with beautiful reports generated by Zena.  

P.S. You can try Zena for free - you get 10 chats with Zena in ZenABM’s free trial - perfect for your end of the year reporting.

Someone (from the tech industry) asked me where I worked and what Userpilot was this weekend. And for the first time (hold my coffee), without thinking much, I responded: it’s a “Lovable for Product Adoption”. I know it’s a bold statement…and a complement for Lovable for becoming a household name for the category of no-code software in such a short time. And I know - sadly, no matter how much I bend myself over backwards here - it will never be as popular - because product adoption, unlike acquisition (which I have a hunch Lovable is mostly used for) is still “Cinderealla’s ugly cousin”. 

But here’s the irony - as the entry barriers to shipping software are getting lower and lower with Lovables of the world (and the competition is getting more and more cutthroat) ease of use and Time to Value are the strongest factors in determining whether someone will continue using your product, or start shopping around again at the slightest hint of friction. Nobody’s reading help docs anymore. You either provide instant answers in-app, or the users leave.

The irony why perhaps product adoption software hasn’t been that popular is also because the legacy solutions in the industry were notoriously difficult to use (iykyk).

The popularity of Lovable lies in a) how easy it is to use b) how fast it allows non-technical users to ship market-acceptable assets they could never dream of producing without a designer and a developer. “Acceptable” is better than “perfect” - because the difference between acceptable and perfect, in my experience, is exactly the same as “done” vs. “Not done”. 

👉 Yes, you could hard-code your onboarding experiences. But you know you won’t.
👉 Yes, you can use the legacy product adoption platforms…but that’s the modality of the word ‘can’. If you can’t ship what you need in < a few hours without developers’ / designers’ help - you won’t.
👉 You could buy 5 different solutions for lifecycle email, in-app communications, and product analytics - but you know the data will be falling through the cracks and you don’t use it consistently between the different tools. Your use communication will be broken. 

So give Userpilot a try for 30 days - we’ll support you with our new “Product Growth Jumpstart 2026” program (Chat to our product Growth Expert: https://lnkd.in/duKmW2hY to participate) to help you make most out of your free trial, and demonstrate to you how much more product-led growth (not only in terms of new acquisition, but also expansion) your team can produce if it’s empowered to engage users and build in-app product onboarding & adoption experiences truly on their own, with data available on their fingertips.

Open article: 15 Minute Meeting - Kelli Truelove by calendly.com

Idk if it’s perception bias but I see everyone dunking on attribution here. But I believe it’s because we’ve perverted attribution. It’s almost turned into “performative action”. Every week we’re spending hours and hours poring over our channel performance, trying to figure out how we can squeeze more last-touch conversions out of a channel by tweaking things to hit quota within budget, while at the same time believing it’s largely meaningless - because 99% of the time it’s not the single touchpoint that made someone book a demo or buy. As Ashley Faus wrote recently - you don’t know if it was the first touch, last touch, or the 57th touch that made you marry your husband ( no pun intended 🤣 ). It all starts to boil down to CRM credit. It becomes theatre.

Hot take: Attribution shouldn’t be about determining if you should spend more $ on Google Ads or LinkedIn ads based on last touch conversions or initial traffic source.

But there’s one super-important question that we should answer - and if we were playing with our own money, not some sort of marketing-budget-monopoly-money-: we’d want to answer it ASAP: 

Which channels don’t make any sense to spend your $$$ on? 

E.g. They may be there, as a touchpoint - but that touchpoint just simply doesn't matter, and you're throwing $10k per month on it.

If you turned off Google Ads/ LinkedIn Ads/ Reddit/ Stopped posting on LinkedIn/ Stopped running webinars/ events today - would your pipeline stay the same? 

Might it be that a lot of your last-touch conversions from your branded cold search ads are just taking a lazy “shortcut” to your homepage, and would have converted anyway from organic? 

I’m not good enough at statistics (the class was at 8 am on Friday…) but it sounds like we should be doing multiple regression analysis on cohorts of SQLs, taking out different channels and seeing what happens, like with a food allergy test. 

But we wouldn’t dare. And we probably couldn't figure it out anyway, because dark social yadda yadda, and because...most people themselves don't even know what made them buy. 

Like - we’ve been running certain campaigns since before I even joined Userpilot (which was before covid…yes, I’m that ancient). We never dared to stop. 

What would happen if we did? 

But then we started running LinkedIn ads only ~14 months ago, and see an increase in conversions from the target lists vs “control group.” 

It’s easier to see because they are defined. But with inbound? 

Is it all trial and error? Is there no way out? 

I’m genuinely curious how you folks make peace with attribution and what tools you use to inform your decisions how much $$$ to put in each channel and when to stop 😅

Most people know whether they are "just dating" someone or "in a relationship". Except for my cousin. She doesn't know. Meanwhile - most Product Managers I talk to are like my cousin. They don't know if the features they shipped have been "activated" or "adopted" - and what % of their users have done the latter. And how to measure it. 

If your KPI is retention - this is something you need to measure (and improve). 

Cover photo credit to Vrinda Tyagi, whose Medium post (link in the article) inspired my Product Rant today!

Feature activation is not the same as engagement, and not the same as adoption. Most people know whether they are "just dating" someone or "in a relat

Open article: 🤔 📈 Are they in a relationship or not?  by Emilia Korczynska • 3 min read

🤔 📈 Are they in a relationship or not?

After George tagged me in his post about which of his 2025 “marketing projections” panned out and which didn’t - I had a strong feeling of deja vu. At the start of 2025 - we were all betting on “original, thought-leadership content” as an antidote to “AI slop” and organic traffic decline. I’ve announced our blog is dead - long live the PITT - Product Innovation Think Tank. 

Well, turns out the PITT lived just for a short 6 months. And that “thought leadership” is extremely hard to scale. I’ve tried so many times, in so many ways:

 A) 2021 - hiring “subject matter experts” in-house - something that even OpenAI (how ironic) is trying to do now (check out Kyle Poyar’s recent post about it - in the comments). It was a disaster; they all quit within 3 months - turns out thought leaders don’t want to mass-produce thought leadership to OKRs. I know of maybe one company that has done it successfully (Ahrefs) - so I wonder how that pans out for OpenAI. We say 'a star is born', after all, not made. 

B) 2023-24 - partnerships & sponsorships - like herding cats and playing one-armed bandit, was just burning cash while creating a disproportionate amount of nuisance for our demand gen team to manage;

C) 2025 - Content syndication in an “owned” online magazine + boosting LinkedIn posts based on the original content with Thought Leader ads. You can’t just find more Akashs Guptas, Kyle Poyars, or Maja Vojes to keep playing that game over time. Plus - getting the influencers to agree to participating in a program like that is art. So after a strong start, the quality just kept going downhill, and we fizzled out after a few months. 

No, onto what has worked, so far, ish:

ABM - moving from a purely inbound motion to building an account-based marketing motion has worked for us - driving a significant % of the pipeline every month. BUT - because of all of the above, we’re really only just capturing demand. We didn’t manage to create this exceptional program full of amazing content that would really “generate demand” (some people are going to tell me I believe in Santa in the comments - fair enough, I hear your point. As we all know, nothing exists in marketing anyway ;)) 

“SEO is dead” - well, that was my biggest “positive disappointment” - turns out both SEO and link building still exist, and have respawned as a whole new channel - AI referrals (and no, we haven’t changed much about how we do SEO). 

How has your 2025 been? Different than you expected? 😉

If (as I wrote last week) - most PMs don't know how the "regular" features are performing and whether they have been adopted by their users - imagine what it's like with AI features...

Hot take: digital products ship AI features faster than the users are adopting them: 

We’re great at signing contracts, we’re terrible at changing habits.
Adopting AI doesn't mean using AI. 

This is probably the most uncomfortable truth:

AI is not failing technologically - it’s failing behaviorally.

If you look at enterprise adoption, you see the same curve we see in product teams adopting new analytics tools:

💠 Excitement (“this will change everything”)
💠 Procurement
💠 Pilot
💠 Two power users 
💠 Everybody else goes back to Google Docs
💠 Leadership says adoption is low
🫠 Tool gets replaced next year

Why? 👇

If (as I wrote last week) - most PMs don't know how the "regular" features are performing and whether they have been adopted by their users - imagine 

Open article: AI is not failing technologically — it’s failing behaviorally. by Emilia Korczynska • 2 min read

AI is not failing technologically — it’s failing behaviorally.

Andrei Zinkevich

Fullfunnel.io

I live and breathe B2B marketing since 2006. 

Before launching Fullfunnel.io, I spent 8 years in the enterprise segment working for Kimberly Clark and Biosphere Corporation.

What makes Fullfunnel.io different?

1. Ins and outs of selling to enterprise

Coming from the mid-market and enterprise world, I know all the ins and outs of selling to these segments: the research and evaluation processes, decision-making procedures inside the buying committee and the approval workflows. 

We’ve been there, done that, and know how to generate opportunities with these segments and influence the decision-making processes.

2. Niche experience

While we could help many B2B business, since 2007 we focus exclusively on two verticals: high-value B2B tech (enterprise SaaS, blockchain technology, hardware) and service-based companies (software development, consulting, cybersecurity, DevOps as a service, etc). 

We were and still are “in the trenches”, know the lowdown of these businesses, so you’ll get access to 30+ years of our combined experience and knowledge. 

3. Knowledge transfer and in-house operations

We believe that the real growth can only be driven in-house. You need to have people who are in the trenches every day, talking to customers, experiencing the sales hurdles, refining the messages and positioning.

We join your team as external marketing advisors, provide consistent support and training including step-by-step playbooks, templates, marketing and sales dashboards, tech stack and process maps.

As a result, you get an evergreen in-house growth engine.

Co-founder

Trenches - B2B marketing community

Trenches — a community created by B2B marketers for B2B marketers who are in the trenches every day getting their hands dirty in growing B2B companies with high ACV and long sales cycles. 

We talk about ABM (account-based marketing), marketing-sourced pipeline, demand generation, lead nurturing, GTM strategy, buyer’s journey, and all other hot topics that are ignored in the sales communities. 

Community is FOREVER FREE.

Founder

Split Tech City

Split Tech City is a community for tech companies that operate, live, plan to launch a business or simply love the Mediterranean seaside. 

Whether you want to find a local tech partner, access the tech talent pool, relocate to Split, or find a job in the tech space, Split Tech City is for you. 

Learn more and sign up for upcoming events here: https://en.split-techcity.com

Strategic Advisor

Full-Funnel B2B Marketing Podcast

The System B2B Marketing Show is a weekly podcast hosted by Andrei Zinkevich. 

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

Our goal is to help B2B marketers, founders, CMO, and head of growth teams implement system B2B marketing and increase their sales pipeline, scale revenue, and customer growth.

Visit our podcast page: https://getleado.com/the-system-b2b-marketing-show/ and subscribe to the podcast on iTunes (for iOS users) or on Stitcher (for Android).

Host

ROIplan

ROIPlan's mission is to empower B2B marketing teams and help them to create revenue-driven marketing plans. 

I started my career as a sales rep and, after five years in sales, switched to marketing. Another eight years, I worked as a CMO and B2B marketing consultant with 50+ B2B Companies from Europe and North America.

Every company I joined, I saw the same problem: 

Stakeholders and B2B sales teams didn't believe marketing and didn't believe in marketing. They didn't see the marketing impact on revenue.

One of the biggest problems is that marketers don't know how to present a marketing plan for executives and sales teams. Board members don't see a direct positive impact on revenue and decline plan and budget.

Besides this, there are lots of challenges that marketers face when working on marketing plans:

- Find history and the reports of the experiments in the past
- Allocate marketing budget in the most efficient way
- Prepare executive reports that show the ROI of the campaigns
- Orchestrate and align marketing campaigns with the sales team
- Prioritize experiments and focus on those that might generate the highest possible ROI
- Align non-lead generation campaigns with business goals and evaluate success criteria
- Managing lots of Google Sheets and project management tools to plan, present and execute a marketing plan

All this led to the idea of creating a marketing planning software that will simplify marketers preparing revenue-driving plans and get executive approval.

-> Create revenue-driving marketing plans and get executive approval in ROIplan:
-> Identify the top priority campaigns and experiments
-> Allocate your marketing budget most efficiently by channels and experiments
-> See what experiments generated the highest ROI in the past and what performed poorly
-> Get your campaigns and budget approved by the supervisor or your client 

Try ROIplan for free by clicking the image below.

Co-Founder

B2B Marketers & Founders

Are you skilled B2B marketer or Founder? Do you agree with 2 principles

1) Quality over quantity
2) Strategy and process before tactics and growth hacks?

If you've answered "Yes" to all 2 questions, you’ve got into the right place. 

WHOM YOU'LL GET ACQUAINTED WITH?

You'll get acquainted with other awesome and skilled B2B Marketers & Founders from the whole world who love to learn, share and grow. 

Amongst them Sujan Patel, Ben lee, Gilles De Clerck, Stapho Thienpont, Guillaume Moubeche, Juraj Zamborsky, and many others.

There are no "internet marketing" and "funnel gurus" who teach you about "money making machine" or "get rich quick" schemes. Only real business.

Ad.Wize

I help middle&enterprise businesses to launch my flagship consulting methodology called "Integrated marketing system". This system consists of 7 phases, creates steady streams of target leads and helps to retain existing customers. 

As well I help FMCG manufacturers with distribution development, entering new markets and increasing sales.

My background:

+ 11 years in marketing&sales 
+ Working with customers from 13 countries
+ My consulting methodology is working in 19 different markets
+ I've worked and helped with distribution development 12 FMCG manufacturers from whole Europe 

My Specialities:

• Integrated Marketing
• Business Growth
• Lead Generation
• Inbound marketing
• Distribution development

Want to work with me? Shoot me an email at andrei@getleado.com.

Founder & CEO

Biosphere Corporation

In 2012 I became a national key account manager and was responsible for increasing sales and customer growth.

Key Account Manager (National Chains)

Via GmbH

I became a marketing director of VIA GmbH company and was responsible for account-based marketing and acquiring big distributors and the biggest supermarket chains of Ukraine. As well, I was responsible for helping European manufacturers to enter the Ukrainian market and increase sales there.

Marketing Director

Kimberly-Clark

I’ve started my marketing career in 2006 as a sales rep at Kimberly Clark Corporation. I was promoted to area sales manager, regional sales manager, and regional trade marketing coordinator and then switched to marketing in 2011

Area Sales Manager and trade marketing coordinator

Co-founder @Fullfunnel.io| ABM & full-funnel marketing for B2B tech companies with high ACV and long sales cycle

We transform B2B Tech and Service-based companies from siloed sales and marketing to full-funnel account-based marketing and demand generation. 

We help your team develop an ABM strategy, launch pilot programs, operationalize and scale the programs without ramping up budget or depending on external agencies.

Here is how.

1. ABM STRATEGY.

We go together through a 3-week initial strategy sprint that includes: 

- Deep assessment of current marketing and sales processes
- Challenges both teams face and the root reasons behind them
- Revenue and channel analysis to identify focus markets and ICP for the ABM campaigns
- Custom ABM strategy development including detailed:
- Marketing and sales alignment with ICP, strategy and playbooks

2. LAUNCH PILOT ABM PROGRAM.

Within a single quarter, we’ll work with a pilot team to implement a minimal viable full-funnel program, without pausing existing processes. The pilot team usually consists of one marketer and one sales development rep.  

When we hit the target KPIs, we move to the operationalization and scaling stage.

3.DEVELOPING FULL-FUNNEL ABM FUNCTION.

At this stage we combine ABM with demand generation function to create a holistic model that creates awareness, generates demand and activates accounts that are already engaged across the full funnel.

SPRINTS INCLUDE:

-> Account-Based Marketing

-> LinkedIn demand generation and social selling

-> GTM strategy

-> Sales enablement

-> Demand generation and accounts warm-up

Why Work With FullFunnel.io?

1. 30+ years of niche experience

We were and still are “in the trenches”, know the lowdown of these businesses, so you’ll get access to 30+ years of our combined experience and knowledge.

2. Knowledge transfer.

Your team gets consistent support and training, including step-by-step playbooks, templates, marketing and sales dashboards, tech stack, and process maps.

3. Revenue alignment.

We align marketing and sales teams around revenue, ideal customer profile, target accounts and lead scoring criteria which helps to consistently hit your revenue quota and operate as one Revenue Operations team.

OUR CASE STUDIES INCLUDE

- $300k from a pilot ABM campaign with a software development company

- 9 qualified sales opportunities and 3 new contracts, 10x ACV from an account-based demand generation campaign with AdTech development company

- 7 sales-qualified opportunities from a pilot ABM campaign in the Nordics region with a cloud solutions vendor

- 76% response rate, 36% accounts engaged, 5 opportunities from a pilot ABM campaign

At Fullfunnel.io we are growing B2B companies with long and complex sales cycles since 2006.

We were and still are “in trenches”, know the lowdown of these businesses, and bring to the table our 30+ years of combined experience and knowledge. 

I live and breathe B2B marketing since 2006. 

Before launching Fullfunnel.io, I spent 8 years in the enterprise segment working for Kimberly Clark and Biosphere Corporation.

What makes Fullfunnel.io different?

1. Ins and outs of selling to enterprise

Coming from the mid-market and enterprise world, I know all the ins and outs of selling to these segments: the research and evaluation processes, decision-making procedures inside the buying committee and the approval workflows. 

We’ve been there, done that, and know how to generate opportunities with these segments and influence the decision-making processes.

2. Niche experience

While we could help many B2B business, since 2007 we focus exclusively on two verticals: high-value B2B tech (enterprise SaaS, blockchain technology, hardware) and service-based companies (software development, consulting, cybersecurity, DevOps as a service, etc). 

We were and still are “in the trenches”, know the lowdown of these businesses, so you’ll get access to 30+ years of our combined experience and knowledge. 

3. Knowledge transfer and in-house operations

We believe that the real growth can only be driven in-house. You need to have people who are in the trenches every day, talking to customers, experiencing the sales hurdles, refining the messages and positioning.

We join your team as external marketing advisors, provide consistent support and training including step-by-step playbooks, templates, marketing and sales dashboards, tech stack and process maps.

As a result, you get an evergreen in-house growth engine.

No VP of Sales said: "I expect marketing to orchestrate our engagement playbooks". Yet this is what often happens with ABM:

Marketing:

- Creates multiple sales playbooks & engagement sequences
- Designs timeline
- Add best practices

Then, marketing shares with sales 87-pages deck and asks to implement.
One month later: "Sales doesn't use our playbooks and content".

This year I've interviewed 9 enterprise B2B Saas VP of Sales to dive deeper into the challenges they want to solve with ABM and get marketing hands-on help (check our roundup: https://lnkd.in/dXi5M6wc)

Here are 5 core areas:

1. AWARENESS AMONG STRATEGIC ACCOUNTS.

Awareness is not created by running more ads, drip personalized nurturing and outbound cadences.

Awareness is not created by creating more AI content nobody is going to read.

Awareness is created through the engagement with ICP ecocystem:

-High-quality thought leadership program with SMEs and executives
-Top-notch events
-Collaborations and direct engagement with the target accounts.
-Constant engagement with the communities and thought leaders

2.  CHANGE MANAGEMENT CONTENT.

Modern B2B buyers don't need one more "How to cut your costs" whitepaper. Modern buyers want to see:

-Industry trends and stats
-Concrete practical examples and best practices: dashboards, workflows, templates
-How to challenge an internal inertia and status quo

In most cases, sales don't use marketing content because it doesn't fall in any of these categories. 

3.  COMPLETE ACCOUNT ENGAGEMENT.

Most organizations use lead handoff as a default function:

MQL generated -> assign to SDR.
Webinar signed up -> Assign to SDR

In 2026 to cut through the noise you need to have a holistic visibility:

- Who engaged with what content and ads
- What were historical interactions
- When was a spike in high-intent page visits
- Which events buying committee members has attended

This way sales move from desperate pitching to meaningful 1-1 account planning.

4. BUYER ENABLEMENT.

You don't win deals with fancy pitch decks. You win when your Champion can sell your product at the next internal meeting.

Sales can create business cases showing challenges, cost of inaction, and recommended solutions.

But they need marketing's help with:

- Product screenshots that address specific buyer questions
- Relevant customer testimonials and references
- Data snapshots

We dive deeper here: https://lnkd.in/d2QqTTeh

5. CLEAR MESSAGING.

Nothing frustrates sales more than prospects asking: "But what exactly does your product do?"

Anthony Pierri and Rob Kaminski have tons of great templates on how to fix it.

---
Tomorrow we'll go live with Vladimir Blagojević to share simple solutions to fix marketing and sales collaboration.

Sign up here: https://lnkd.in/duEsttZ2

B2B marketing plans often fail because of one reason: 
Lack of clarity.


Bad plans include vague activities that are usually misunderstood by leadership and sales.

Brand awareness is not about running ads for ungated content.

ABM is not about making a wish list of accounts, running display ads and automated emails.

Lead nurturing is not about setting up an automated sequence of emails to push the discovery call.

But yet most plans just mention these programs without any clarification.

If sales and leadership don't support these plans, it's not because they don't get marketing.

It's because they:

-Don't see the impact of these programs on the bottom line
-Don't expect it to be a cross-functional motion and expect marketing to run everything without sales involvement.

Good marketing plans are:

1. BALANCED.

-80%: always-on programs that work historically
-10%: short-term cross-functional campaigns co-created with sales
-10%: experiments

2. DETAILED AND FOCUSED

All programs have clear:

-Detailed timeline
-Goals and expectations
-Success and failure criteria
-Resources involvement
-Leading and lagging indicators to track program efficiency
-Forecast
-Weekly planning and review meetings (see an example: https://lnkd.in/dN_hMyfQ)
-Campaign visual outline (or deck) to show how it impacts the pipeline and revenue

Our template: https://lnkd.in/dSmufFht

3. INTERCONNECTED AND CROSS-FUNCTIONAL.

Every program impacts another, avoiding siloed execution.

Thought leadership ads to strategic accounts generate 1st-party engagement signals sales use for further engagement.

Webinars are tailored to a specific use case, buyer persona, and subset of accounts. They repurpose thought leadership content, and are repurposed later as market research.

4. INFLUENCING THE ENTIRE BUYER JOURNEY.

Marketing plans shouldn't be "brand awareness vs demand capture", "new pipeline vs expansion". 

If you focus on brand only, your sales process will struggle. We saw several MarTech companies generating buzz around them but struggling to convert brand into demand.

If you focus on demand capture, you'll miss the majority of the market.

Good marketing plans generate revenue while creating future pipeline, growing share of wallet, and preventing churn.

5. BACKED BY DATA.

Marketing plans based on gut feelings or broad data always fail.

Plans that include revenue trends and sales pipeline velocity across markets, segments, use cases (clusters) help to make smart bets.
---
This Wednesday, we've invited to Full-Funnel Live the head of marketing at Aligned, Ashley Lewin, to share her approach to marketing planning with GTM focus cycles.

Save your spot here: https://lnkd.in/dCS6t6MK

Here is our buyer enablement cheat sheet:
https://lnkd.in/dVhSwK5i

GUIDES

-Account-based content: How to influence accounts at different stages of their buyer journey
-Buyer Enablement: How to help your B2B buyers to BUY from you
-How to match touchpoints with different buyer journey stages and use personalization to nurture target accounts
-How to Use a Mutual Action Plan
-How to Write, Think, and Talk like an Executive (to Get Big Deals Done)

TEMPLATES

-Business case template (feat. Nate Nasralla)
-Mutual action plan (feat. Gal Aga)

STACK

- Aligned: digital rooms & content hubs: https://lnkd.in/d9g84yq9
- Granola: AI-notetaking and summaries of the calls without joining the calls
- Claude: Extracting customer quotes and anecdotes about the challenges, goals and needs

Let me know which resource was the most helpful and which one you'd like us to add.

The fundamental enterprise marketing mismatch: engaging accounts with 2-week personalized cadences while the enterprise sales cycle is 9–12 months...

At FullFunnel.io, our typical sales cycle is 9-12 months with 80-100 touchpoints across the buying committee (way beyond 12 emails over two weeks) :)

Our buyer's journey typically starts when they see our LinkedIn thought leadership content. 

Other touchpoints are happening later through:

- Weekly newsletter diving into ABM and GTM strategy
- Live weekly podcast where buyers can ask questions
- Quarterly webinars
- Content hubs tailored to specific challenges and solutions (launching pilot ABM, initiating change management, etc)
- 1-1 conversations on LinkedIn
- Content co-creation

Before we generate a sales opportunity, we help our buyers to:

- Identify the root reasons for their challenges and the solutions in strategy sessions
- Build a business case to get stakeholder buy-in
- Design pilot programs with clear metrics, resources and timeline

It's not ad-hoc and not optional. This is how the enterprise buyer journey is happening.

The trap I see most B2B companies fall down is focusing on the volume and scalability instead of focusing on future pipeline creation and thorough account development to land enterprise deals.

They try to replicate what works for SMB / low-size deals:

- Developing target lists from ZoomInfo / Apollo / Clay
- Set up personalized outreach sequences Outreach / lemlist
- Run air cover to the same set of accounts

The SMB playbook is optimized for fast pipeline creation with minimal human involvement.

While enterprise playbook requires:

- In-depth account research and thorough account mapping
- Constant engagement with 5+ buying committee members across the entire sales cycle (9-12 months): power users, champions, stakeholders
- Personalized activities and content per account

You can't fix it with technology.

You can fix it only with setting up cross-functional teams that are focused on continuous account development and quarter milestone metrics for 12-month sales cycle:

Q1: X engaged buyers, initial conversations, account penetration
Q2: Discovery calls
Q3: Business case creation
Q4: Sales opportunities

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