Full-funnel ABM for B2B brands with 5+ figure deals | Co-Founder @ FullFunnel.io

You need more pipeline that turns into revenue. But:
- Most marketing leads never convert to deals
- ⁠Outbound is in continuous decline 
- All the investments in trendy programs, agencies or tech didn’t move the needle. 

It’s time to try implementing full-funnel sales and marketing programs. 

Why? 

So you can:
- Accelerate this quarter’s revenue while building the future pipeline
- ⁠Convert 5-15% accounts to pipeline
- ⁠Bring marketing and sales teams together to drive the KPI that matters the most: sales velocity. 

We helped dozens of B2B tech companies implement full-funnel marketing and sales programs with 10%+ account-to-pipeline ratio. 

We will take your team by the hand and together, implement a scoped pilot program with clear milestones to prove the key KPIs, before investing in operationalization and scaling. 

To learn more or ask me anything, connect with me here or visit our website at fullfunnel.io



Vladimir Blagojević

Most marketing plans:

- Start with channels and tactics (syndication, events, SEO, ads, outbound, newsletter...)
- Layer in content and copywriting to "match the audience"
- Run campaigns 
- Measure results based on CPL, MQL

Then wonder why the leads aren’t converting. 

Marketing built the full-funnel way: 

1. FOUNDATION

- Ideal Customer Profile: Priority use-cases and clusters, firmographics and technographics, (dis)qualification criteria, account segmentation & prioritization and buying committee structure
- Buyer journey: where and how they learn, discover and buy a solution like yours
- Messaging, value proposition, content strategy
- Alignment of GTM teams (on KPIs, ICP, buyer journey, messaging and content strategy)

2. FULL-FUNNEL ARCHITECTURE 

Evergreen, consistent programs across the full-funnel to: 
- Drive brand awarnes with out-of-market buyers on places where they hang out and learn 
- Sow the seeds and generate demand by providing solutions to their priority challenges
- Capture the demand (both inbound on high-intent channels, and allbound in collaboration with sales)
- Accelerate demand capture and pipeline for high-value accounts 
- Drive customer success and expansion
- Never stop nurturing 

If you ignore one of them, you either: 
a) Squeeze out maximum of in-market accounts and sacrifice future pipeline
b) Create "engagement" that isn't converting to revenue
c) Deal with a huge churn and the need to re-compensate revenue with new customers

3. INFRASTRUCTURE 

- Dedicated, aligned, cross-functional teams with clear responsibilites
- Documented, repeatable playbooks 
- Lean tech stack with clear owners
- Key metrics and reports 
- Revenue and marketing ops 

4. TACTICS AND DELIVERY 

- Tactics (social, podcast, ads, outbound, events...)
- Content, copywriting, creatives

--- 

How and where you deliver your marketing message matters. 

But if that message isn’t landing — or converting?

The issue is usually deeper:
- Shaky foundations
- Misaligned teams
- Missing programs

If you notice cracks, check the foundation and structure first.

Full-Funnel ABM and Demand Gen For B2B Companies w/ High ACV | Co-Founder @ FullFunnel.io

Here's why so many good CMOs get fired. 

Leadership wants:
- faster results
- bigger numbers
- cheaper acquisition 

...all of that at once. 

This short-term ROI pressure pushes CMOs to do what gets measured: 

When forced to choose under pressure, CMOs are 5X likely to pick demand over brand. 
(recent study by Jon Miller, Ray Rike /Benchmarkit, Bill Macaitis and Carilu Dietrich). 

But this creates a structural problem.

- We put all our effort into meeting this quarter's number
- We don't invest in long term programs that build awareness and trust 

A few quarters later, the pipeline dries up. 

The numbers back this up: we're spending $2.00 to acquire $1.00 of net-new ARR. And the CAC payback time has been constantly increasing by 12.5% at median since 2022 (Pavilion).

Why is this happening? 

Leadership still believes that marketing is like a gumball machine: you put in $ and get $$ out (credit: Jon Miller). 

We know that reality is different: 
- Non-linear, complex buying journeys
- Early influence matters: more than 80% of buyers short list products they discovered before the buying process

But our attribution hides the early influence, and the "credit" goes to the last touch was before the deal, which reinforces the gumball machine thinking. 

So, without clear attribution to early and middle-funnel activities, leadership doubles down on short-term ROI.

And when the pressure doesn't bring results, CMOs get fired. 

The cycle repeats. 

--- 

As long as we stay in this loop, things won't change. 

But ripping out the entire infrastructure and starting from scratch is not an option either. No leadership will support it. 

The solution is an evolution, not a revolution. 

It all starts with a small-scoped pilot: 
- No new hires, a small cross-functional team 
- No extra budget, scoped down to a small set of accounts we have 'the right to win'
- Attribution: the team gets the credits for the pipeline created 
- The main goal is not volume, but effectiveness. By working together, from awareness to pipeline, that we can turn a higher % of high-value accounts into deals

If you want to dive into the weeds, join Andrei Zinkevich and me during our Full-Funnel Summit.

Get your free ticket here: 
https://lnkd.in/dec4k53c

How to survive as a B2B CMO, and drive revenue in 2026 
- a year of AI and long sales cycles? 

(14 masterclasses by 17 B2B leaders)

1. Use AI to drive real results, not "do more with less"

Learn how to:

- Use AI workflows at every stage of the ABM funnel with Steve Armenti (who built the program generating $2B+ in pipeline at Google)

- Redesign your marketing operating model as an AI-native CMO with Tim Rutten

- Turn AI-powered account scoring and hyper-personalized messaging into actual pipeline with Leanne Chescoe

2. Win long and complex sales cycles 

Leadership wants faster results, bigger numbers, and cheaper acquisition—all of that at once. But buying cycles have lengthened, budgets are tighter, and market noise is deafening. 

Learn how to:

- Build a B2B marketing playbook purpose-built for long sales cycles with Andrei Zinkevich and yours truly 

- Create GTM Focus Cycles that translate ambitious revenue plans into clear, executable priorities with Ashley Lewin

- Drive predictable pipeline in a chaotic market through orchestration and culture with Matt Heinz

3. Create content that stands out in AI noise and builds trust before the sale 

Buyers evaluate your credibility before they ever talk to sales. Most content teams are still producing for clicks, not trust.

Learn how to:

- Build a content flywheel that compounds over time instead of burning out your team with Sara Stella Lattanzio and Diandra Escobar

- Become famous in your niche and attract business through LinkedIn video and organic distribution with Tycho Luijten

- Create ads for boring products that actually stand out, with Shlomo Genchin

4. Sell like a human in a world of automation 

AI has made it easier to scale outreach. It's also made it easier to be ignored.

Learn how to:

- Practice human-first social selling when AI is accelerating faster than any previous technology shift, with Lauren Goodell

- Use human-centered marketing in the age of AI to evolve the buyer's journey from a funnel into a playground with Ashley Faus

5. Prove the ROI and get budget for long-term programs 

The pressure to show attribution has never been higher. The tools to do it honestly have never been better.

Learn how to:

- Crush LinkedIn Ads in 2026 and prove it to leadership with Justin Rowe

- Run account-based revenue programs that tie directly to bookings with Davis Potter

--- 

B2B teams have a choice in 2026.

Keep running volume plays in a market where buyers are already overwhelmed, skeptical, and using AI to filter out noise faster than you can produce it.

Or learn from practitioners who have figured out what actually works.

All sessions are live.  Don't miss it: 

https://lnkd.in/eD7JZXxT

Here is how full-funnel marketing balances short-term ROI pressure with long-term brand programs:

Pre-conditions:

-Setting up a cross-functional team
-Repurposing what's been created
-Joint planning and accountability
-Agreement with leadership on allbound attribution

Short-term solutions:

-Developing account prioritization model with sales: account engagement level, signals, account sourcing, revenue potential, relationship with buying committee group, product need evidence
-Working on deal acceleration (1:1 account plans) and buyer enablement for early-stage pipeline
-Prepare personalized content hubs and content
-Set up account retargeting ads using demand capture budget

Balancing short-term ROI with long-term brand programs:

-Repurposing existing content for thought leadership / Enabling sales rep to share content
-Boosting top-performing content with thought leadership ads to target account list
-Define and capture engagement signals
-Co-create webinar narrative together with sales
-Promote webinar via partners, communities and ads
-Set up weekly meetings inviting RevOps and CS to discuss:

* Captured signals and account insights
* Planning next steps with the engaged accounts
* Planning content

-Set up post-webinar content hub, tracking content engagement, and planning next activation steps

Track:

-Engaged strategic accounts (highlight strategic accounts sales tried to engage, but never got a reply)
-Brand metrics
-Accelerated deals
-New pipeline opportunities
-Total ALLBOUND pipeline value/revenue

This "bare minimum" model enables you to show real pipeline influence while setting up fundamentals for long-term brand programs:

✅ Creating awareness of the invisible 95%
✅ Nurturing the buying committees early 
✅ Building credibility in peer networks (where real decisions happen)
✅ Co-creating account prioritization and engagement with sales
---
Most marketing teams are trapped in a brutal false choice: hit quarterly numbers or build long-term brand value.

Leadership screams for pipeline NOW. Brand programs take months to show impact. 

The "default" marketing function:

❌ Receive pipeline targets from leadership
❌ Spread budget across "demand gen" and "demand capture"
❌ Publish generic blog articles for SEO
❌ Host product-pitching webinars
❌ Hand over "leads" to sales

This playbook optimizes for the 5% of accounts actively buying TODAY while completely ignoring:

- What gets you into the consideration set of that 5%
- What creates the pre-conditions for deals to happen
- What actually influences buying decisions

But the result is always the same: being blamed for lack of revenue contribution and not enough pipeline.

The only way to get out: balancing real short-term pipeline results with long-term brand programs.

But it requires you connecting the dots between different activities across the buyer journey through cross-functional collaboration.

---
We'll share a deep dive at our Full-Funnel Summit: 
https://lnkd.in/dec4k53c

Here is how AI is ACTUALLY being used by 44 enterprise marketing leaders: 8 new use-cases. 

1. REPLICATE SUCCESSFUL CAMPAIGNS

Proven patterns + target market insights = replicating success. 

“We’ve been building AI-based tools to duplicate ABM campaigns, and they seem to be working well so far” — Kayleigh Duggan.

2. EMBED IN WORKFLOWS 
“The real play is embedding AI into workflows that already solve real problems. 

Start with: what’s slowing us down today? 

Some of the strongest use cases are unsexy but powerful: keeping CRMs up to date, hygiene no one wants to do, layering in insights from calls, lead qualification, personalization, and research.” 

- Sara Stella Lattanzio (biweekly expert-tested AI workflows at The Workflow).

3. SALES COACHING

“I built ‘MarkGPT’ to analyze transcripts from won vs lost deals. It confirms patterns, surfaces new insights, and provides live coaching on active deals — flagging risks like missing an economic buyer or suggesting objection handling.” — Sam Kuehnle, Loxo

4. MARKETING OPERATIONS

“Our ‘secret’ AI MarOps tool that not many people know about is Jigso.ai, which I think more companies should try.” — Ruth Favela, Tomorrow.io

5. EVENT FOLLOW UP

“We added an AI SDR that is booking meetings and running pre- and post-event follow-up.” — Carrina Ekvall, Recurly

6. ADAPTIVE NURTURING

“We use dynamic sequences: depending on engagement, the next step changes.” — Lujan Quintero, PSignite

7. QUALIFY & PROGRESS LEADS FASTER

“One of the most meaningful uses of AI we’ve found is in lead qualification and funnel progression. AI assistants engage earlier, ask smart questions, and route prospects faster. The result is higher-quality pipeline, improved conversion rates, and shorter sales cycles.” — Nicole Gates, Varonis

8. CONVERSION OPTIMIZATION

“Where I’ve seen AI make a real impact is in conversion, not just production. For example, improving outreach using decision triggers.” — Sheri Otto, Redwood Software

The most common use-case: ENRICH ACCOUNTS, PRIORITIZE & PERSONALIZE AT SCALE

For example, “Research accounts & create messaging tied to their needs for 1:1 messaging at scale.” — Matt Dowis, OPEX Corporation

Other notable patterns:
- CREATE ACCOUNT CLUSTERS BY PAIN POINTS
- USE SALES & CUSTOMER CALLS TO TUNE STRATEGY & MESSAGING
- OPTIMIZE FOR THE NEW SEARCH FRONTIER (SEO → AEO)
- AUTOMATE BUYING SIGNALS CAPTURE
- ACCELERATE MARKET RESEARCH

Special thanks to the Dealfront team, especially Jamie Pagan and Simone Schiavo - for such a rich contribution. 

---

Without a clear strategy, AI just helps you produce more of the wrong thing faster.

Sara said it best: “If your ‘AI strategy’ is tossing lazy prompts into an LLM, congrats you’ve just scaled mediocrity.”

But more and more teams successfully embed AI into a GTM. 


During our Full-Funnel Summit, we have a complete track on how to use AI to drive revenue, not just do more with less. 

Get your free ticket here: 
https://lnkd.in/dec4k53c

AI in real B2B Companies

Here's the pattern every CMO recognizes.

You're pressured to pour everything into hitting this quarter's number. You squeeze every last drop from the existing pipeline and demand. 

By meeting this quarter's number, you've depleted next quarter's pipeline. You didn't get to invest in the activities that build awareness and trust six to nine months out.

And leadership happily raises the bar. 

We're trapped in a system that punishes long-term thinking but demands long-term results.

"I'll survive this quarter, show ROI, and next quarter will be better."

No, it won't. That's rearranging deck chairs on the Titanic. The cost of non-strategic decisions compounds: 

1. ATTRIBUTION

65% of CMOs struggle proving marketing's revenue and pipeline contribution. This is the reality of last touch-attribution. 

Deals take months, sometimes years. Buyers might read your content, attend an event, see you on LinkedIn, talk to a partner, and only then reach out to sales.

But in the CRM, all that early influence disappears. The "credit" goes to the last touch before the deal.

Instead, consider a blend of self-attribution, account-based attribution, and customer interviews. Look for qualitative signals, not just quantitative ones.

2. PROGRAMS

Jon Miller's research: "when faced with budget cuts, marketing leaders are 5X more likely to protect demand gen budget than brand.

Odd, given 73% of companies agree that brand investment is a long-term investment that makes demand generation more efficient."

Instead, we need programs that balance long-term brand awareness, future pipeline development, and this quarter's goals

3. TEAMS

In most B2B orgs, there's a lack of cross-functional collaboration with sales.

Even with best intentions to work together, misaligned incentives get in the way. 

But without an orchestrated effort across GTM teams, it becomes impossible to influence the complete buyer journey. 

4. TECH/AI

Leadership hears "AI" and imagines instant pipeline at lower cost.

Yes, we can create more content than ever. Pull public data points and "personalize" at scale.

But all we're doing is scaling tactics that didn't work in the first place. 

Instead, AI should scale processes we have proven and refined through many iterations:
- Pilot → document & refine → train AI 
- Show AI what 'good looks like' with examples of high-quality output (quality benchmarks)
- Use deep insights and research about the target ICP segment as input for AI

---

The way out? 

1. Strong fundamentals (brand narrative, differentiation, positioning, ICP, buyer journey...)⠀
2. Full-funnel programs: awareness → demand capture → pipeline → Buyer enablement→ CS & expansion
3. Balanced time horizons 

Understand customers. Shape the journey. Build brands buyers choose.


If you want to dive deeper, join Andrei and me, and 14 B2B leaders during our Full-Funnel Summit.

Get your free ticket here: 
https://lnkd.in/dec4k53c

"I have $20k budget. How many leads do you guarantee?"
Sorry, what is called "demand gen" today is a rotten, broken marketing playbook that costs CMOs their jobs.

Old school demand gen aka waterfall marketing indoctrinated B2B companies that there is a predictable revenue model:

-Design gated content
-Run ads and send cold marketing emails aka "nurturing"
-Capture MQLs
-Handover to sales
-Analyze MQL to SQL conversion rate
-Figure out which channel generates more MQLs at lower CAC
-Calculate how many MQLs do you need to hit revenue targets based on the current conversion rate
-Request budget

B2B companies and VCs loved the idea of predictable revenue so much, so they completely recreated GTM around the new broken model.

The core of the new model:

Marketing & sales control the buyer journey and can push buyers.

This immediately widened the definition of target addressable market (TAM) and made companies forget about ICP.

Faster. Predictable. Scalable.

And within this nonsense we started seeing how B2B CMOs tenure is plummeting to 16 months in 2025.

I once attended a meeting where Head of ABM at a well-known (63k+ employees) B2B company presented to head of demand gen of one vertical team the idea of a cross-functional program.

The first thing she heard:

I don't have time for this. I can give you $20k for air cover. How many leads do you guarantee?

We must stop it.

The only way to generate B2B revenue for enterprise products is shifting to revenue marketing.
---

We invited Matt Heinz, who has been advocating for it for a long time, to join us, and other 15 B2B marketing leaders on our Full-Funnel Summit.

Get your free ticket here: 
https://lnkd.in/dec4k53c

What is ABM?
How out industry completely messed it up.

It all started with ABM platforms selling the enterprise pipeline miracle:

-Buy an ABM platform
-Get a list of dream accounts from sales
-Launch programmatic display ads
-Build dynamic landing pages where the account name and logo will be automatically changed based on the domain or IP
-Create personalized outbound cadences

Easy to launch. 100% measurable. 0 work from sales.

The hype was picked up by many marketing agencies with junior marketers who NEVER had an experience of working, selling, or even talking to Enterprise B2B buyers.

They saw a new "predictable revenue model" that could be labeled as a high-ticket service. You just need to sound smart.

Technically, what I described above can be defined as ABM, because the accounts and the personalization is there.

The problem?

It's very different from how enterprise B2B buyers buy.

The facilitation of that model created a false expectation that ABM is 100% marketing initiative where sales, product, CS, and subject-matter experts should do nothing.

It 100% matched executive expectations because it is just a small upgrade of a lead gen program their company ran for the last decade.

It doesn't require any change management, while in reality it does!

ABM is a cross-functional program that requires significant change management:

- Having an engaged marketing leader who is willing to drive change.

- Incorporating ABM in your Go-To-Market strategy, not creating a new, siloed function

- Structuring teams from horizontal silos to cross-functional operations: marketing, content, client success, sales (SDRs and AEs), subject-matter experts & product

- Changing KPIs from MQls and SQLs to account engagement, penetration, progression, pipeline value, velocity, and revenue, and ask both teams to track them regularly

- Adjusting sales processes to run account research, full buying committee mapping and regular engagement, leveraging marketing initiatives and content for nurturing, using 1st party and 3rd party signals to add value to the conversations and facilitate opportunity creation

- Readjusting content strategy from "SEO-first" to "buyer needs first"

- Investing A LOT in brand awareness by engaging industry thought leaders, communities and partners via educational thought leadership programs

- Creating account plans based on 1st party research insights, not generic GPT research

- Having regular planning and review meetings

The success of ABM lies not in your stack or budget, but in making necessary changes, setting up cross-functional teams, adjusting their KPIs, and enabling them to focus on meaningful account engagements.



If you want to dive deeper, join Andrei and me, and 14 B2B leaders during our Full-Funnel Summit.

Get your free ticket here: 
https://lnkd.in/dec4k53c

Not all types of intent are created equal: 

𝟏. 𝐋𝐄𝐀𝐑𝐍𝐈𝐍𝐆 𝐈𝐍𝐓𝐄𝐍𝐓 
"I want to be better at my job"

Buying intent: -/low.

Example journey:

1. I'm interested in up-skilling myself, learn the best practices and industry trends
2. I discover good content from a brand, and start following them 
3. I read something very relevant for our situation, and start binging on the related content
4. I get curious about your solution, and check it out
5. I may even reach out to you for a demo in order to understand how it works, and the potential benefits for our brand 
6. I might even try to sell it internally, but quickly realise this is not a priority 
7. I ignore your follow ups 

𝟐. 𝐒𝐎𝐋𝐔𝐓𝐈𝐎𝐍 𝐈𝐍𝐓𝐄𝐍𝐓 
"We need a solution to a high priority problem"

Buying intent: +-/medium.

Example journey:

1. Something happens in our business that shifts our priorities to solving a specific challenge
2. I start exploring solutions, by searching, asking my network, in niche Sclak groups 
3. I discover your content our your brand (e.g. someone recommends it)
4. I explore your solution multiple times, and have internal discussions with my team 
5. Since it seems like it might be the right type of solution, I may reach out to you for a demo, so that I can uderstand it better
6. Meanwhile, we're exploring alternatives 
7. We decide we can solve it intenally, or to go for a different solution category 
8. I ignore your follow ups 

𝟑. 𝐕𝐄𝐍𝐃𝐎𝐑 𝐈𝐍𝐓𝐄𝐍𝐓 
"We want a solution like yours"

Buying intent: +/high.

Example journey: 

1-6: same as for (2.)

7. I evaluate you as a vendor 

8.a) Bad fit: I remove you from a consideration set and start ghosting you
8.b) Good fit: you end up on the short list 

9. I try to build an internal consensus 
10. We review our needs and purchase criteria, and the available alternatives 
11. I introduce you to my colleagues and we dive deeper 

12.a) We decide a competitor is a good fit
12.b) We agree that we: 
- Understand the total cost , and we believe this investment would yield a significant return
- Expect impact Y within Z time 
- Have a clear plan, right people and infrastructure to implement the solution
- Understand the change management required and feel confident we will be able to do it
- Understand the main risks, and have a plan for a proof of concept to de-risk our decision. 

13. You are vetted by our procurement department 

--- 

Not every intent signal is the same. Not even all the hand raisers are ready to buy from you. 

Study previous deals, identify the red flags and the real buying signals. 

Translate those into criteria and questions you need to ask during the buying process. 

But, the fact that someone was not ready to buy right now, doesn't mean they won't become ready in the coming quarters. 

Never. Stop. Nurturing.

If you want to dive deeper, join Andrei Zinkevich and me, and 14 B2B leaders during our Full-Funnel Summit.

Get your free ticket here: 
https://lnkd.in/dec4k53c

How seasoned B2B leaders deploy AI to scale revenue instead of broken playbooks. 
Problems + solutions + the underlying framework. 

PROBLEMS

1. Tragedy of the commons

We can create more content than ever. Pull public data points and “personalize” at scale.

The result? 

Jon Miller said it best: "every prospect now receives content specifically IRRELEVANT to them" 

We're just teaching buyers to ignore us faster.

"Marketers will use and then abuse any tactic until it becomes ineffective", said Jon.

2. The expectation gap

Leadership hears “AI” and imagines instant pipeline at lower cost.

But reality's different: 

“AI still requires quality data, strategic direction, and human judgment. Without alignment to pipeline metrics, it becomes just another shiny object” - Hanna Kvamme.

3. Hidden taxes

Review Tax: “AI made content faster, but shifted the bottleneck to senior reviewers. Reviewing takes twice as long” - Giorgia Guantario. 

Learning Tax: "On top of everything marketing is responsible for, we are now also responsible for figuring out AI" - Briana (Manrique) Casey.

Raised Bar Tax: "I thought it would free up time for strategic, creative work. Instead, it's increased the pressure to deliver more, faster" (Tarek Fayed)

4. Strategy vacuum → more work, not less

Many companies are deploying AI without a clear strategy.

"If your ‘AI strategy’ is tossing prompts into an LLM, congrats you’ve just scaled mediocrity" (Sara Stella Lattanzio)

And this creates more work, not less: "Without a clear strategy, AI can feel like another demand instead of a time-saver" (Mindy Johnson)

SOLUTIONS

1. Tie AI to GTM outcomes, not output volume

"AI works best when tied to GTM outcomes like conversion rates, sales velocity, or deal size" (Kathleen Booth)

2. Scale what’s proven

Prompt AI with detailed playbooks based on processes you've proven: Pilot → refine → document → prompt.

Real processes augmented by AI: 
- Cluster accounts by pain points (Stuart Coulton)
- Research account insights & signals (Tim Rutten)
- Qualify & progress leads faster (Nicole Gates)
- Sales live coaching on active deals (Sam Kuehnle)
…

3. Use deep ICP research & transcripts as input

Request quotes to prevent hallucination and preserve buyer language. 

4. Show AI what good looks like with examples of high-quality output

5. Build detailed quality checklists

It's always fun to see AI evaluate its own results, back-paddle & fix its own work. 

--- 

Most B2B leaders aren’t struggling with AI.

They're asked for faster results and bigger numbers... with growing cycles, lower budgets, higher CACs & a deafening noise. 

During our Full-Funnel Summit, we have a complete track on how to use AI to drive revenue, not just do more with less. 

Get your free ticket here: 
https://lnkd.in/dec4k53c

AI That Scales Revenue (not broken playbooks)

Account score is the new MQL. A metric that gives your team false confidence that the account is sales-ready. But by the time sales reach out, you already lost. Here's the fundamental problem:

The account score tracks 1st party interactions and 3rd party signals (hiring, funding, exec interviews, etc.). But it completely ignores:

- Relationship
- Vendor awareness
- Product need evidence

Marketing and sales wait until the account hits an engagement threshold to act on it, ignoring that:

- It might be too late. You're evaluated as vendor #5 and as a backup if the first 4 options won't be a fit.
- The score could be driven by irrelevant contact or signals (I've seen this a couple of times)
- The engagement behind the signals doesn't mean the buying intent.

The utopian idea behind the account scoring is that when an account reaches a certain score:

- Marketing did their job of creating awareness
- Sales should start outreach

There is no system. Sales just do the standard outbound, maybe, a bit more personalized. But the problem is: buyers don’t know them, and there is a completely different level of intent (e.g. just to learn, not to select the vendor).

It's very similar to the ugly and broken MQL handover playbook we all are fed up with.

We've replaced account scoring with account prioritization framework that groups accounts into three buckets by likelihood of creating a sales opportunity with them this quarter:

1) Cluster ICP: <5%. Cold accounts that don't know us and we don't know if they are in the market. 

Goal: Engage Champions and create internal awareness.

2) Future pipeline: <30%. Accounts with early engagement but unknown product need evidence. 

Goal: build a relationship with the buying committee, validate buyer journey stage and product need evidence. 

3) Active focus: > 30%. Accounts with the relationship and known need. 

Goal: Create a personalized solution and generate an opportunity.

Each bucket requires a different engagement strategy where both marketing and sales:

- Define the level of intent behind the signal
- Create marketing and sales playbooks aligned with the level of intent
- Run personalized engagement with Future Pipeline and Active Focus accounts to boost internal awareness and facilitate nurturing

I just finished reading Influ2 research about contact-level ABM. Two fascinating facts:

1) Group decision carries the most weight when selecting a vendor. But if you look at who raises most objections, you immediately see IT and finance. 

The takeaway: if you are not doing multithreading, you drastically decrease your chances to win the deal.

2) Even a simple personalized marketing air cover to the contacts sales are targeting uplifts pipeline conversion by 118%:

2.44% meetings booked rate with 1 click and 15+ impressions compared to 1.40% without ad exposure.

The report + how to orchestrate ABM at the contact level is here: https://lnkd.in/edT9kdWX

CEO, Storytold | Your story should generate revenue while you sleep. | Top 1% LinkedIn Storyteller | Real authority that drives deals.

You’re busy running a company. You don’t have hours to spend on LinkedIn trying to guess what to post, why nobody responds, or how everyone else seems to be growing while you stay stuck.


That’s where Storytold comes in.


We turn your LinkedIn into a powerful lead engine, with almost no extra work from you.

We write your posts, rebuild your profile, create your content, grow your audience, and help you show up as the leader people want to follow.


All you do is talk with us for an hour a week, and approve what we create.


We handle everything else. Suddenly, your wasted 20 hours a week coming up with new ideas and writing content, just went down to 1 hour per week.


With Storytold, you get:

→ More time back each week

→ More trust from your audience

→ More leads without chasing anyone

→ More visibility with the people who matter

→ More momentum than you’ve ever had on LinkedIn


Our proven system works because it’s built on psychology, storytelling, and years of results with CEOs and world-leading companies.


If you’re tired of posting and getting nothing…

If you want LinkedIn to actually bring in clients…

If you want to look, sound, and perform like the expert you already are…

Book a call with us:   →  cal.com/storytold

Let’s get your story told.

Jack Dyer🕺

If your outreach feels cold, it’s usually because your presence is.

People say outreach is quantity.
More connection requests.
More messages sent.
More follow-ups.
Copy/paste.

And then wonder why replies are slow
or their new conversations go nowhere.
Because from the other side, it's COLD.

There’s no context. No recognition.
No reason to engage beyond curiosity.

Outreach works differently when someone already knows who you are.

When they’ve seen your thinking.
When they recognise your name.

When they understand what you stand for before you ever land in their inbox.

That’s not luck. That’s clever positioning.
We spend a lot of time shaping that layer.

Making sure businesses aren’t only visible, but recognisable.

So when outreach happens, it doesn’t feel like an introduction.
More like a continuation.


That’s how we approach growth at Storytold™
Build recognition first, then start the conversation.
When trust is already built up with your audience.

One of the best things I’ve learned in my 30s?


The magic is never in the plan.
It’s always in the unexpected!

→ The out-of-the-blue invites.
→ The random conversations.
→ The yeah why not? moments.


That’s where LIFE actually happens.
And here's a perfect reminder of this.

Natasha Foulke and I were live on Radio Cardiff because we met the amazing Tash Sanganoo at an event and she liked us.

Whenever something wonderful happens,
I can usually trace it back to meeting
and connecting with someone:

→ Met a designer at awwwards. in San Francisco, who invited me to check out her company in Chicago a week later. Then worked together.

→ Met the wonderful Alex Beeching on #LinkedIn, who recommended Dionne, who recommended Vanessa, who now prints all our branded merch!

→ Went to a networking event in London, met the host of the event Gabrielle, who’s now our newest writer at Storytold™

→ Even met my best friend by playing a laptop game in school - the same game that he recognised and sat next to me to play.


None of these things were planned.
But it all changed life for the better.
This post is just your reminder that:
YOUR NETWORK IS POWERFUL.


Not just business.
for joy, for adventures.
For stories to tell for years.
Say yes to things, talk to people…
And you'll see the benefit. Trust me.


I'm Jack. Natasha, Gabby and I help Leaders 
like you post less but earn more on #LinkedIn. 

Let's keep these unexpected opportunities going.

A strong website explains what you do. BUT AUTHORITY is what makes people want you.


Most businesses focus on getting the site live.
Pages written. Design signed off. Job done.

But after that, something important is missing.
There’s nothing reinforcing your message.

Nothing building recognition, or keeping you
front of mind once someone clicks away.


So your site exists… but your clients don't come.


Authority doesn’t live on a single page.
It’s built through repeated exposure.
Showing up in the right places like
#LinkedIn, with the same intent.

That’s how people arrive at a
website already convinced.
So this is where we focus.
Building your *authority*


Shaping how businesses show up publicly.
Defining what they need to be known for.

Writing stories that reinforce your position
day by day, week by week, so your website
stops doing all the heavy lifting on its own.

The result is simple. People don’t land cold.
They arrive with context. With confidence.
With a sense of who they’re dealing with.


Websites explain. Your authority *convinces*.


That’s the result of working with Storytold™
So trust is built repeatedly with your audience.
You get more sales, when you get your story told.

I don't have a university Degree.
I didn't inherit generational wealth.
And honestly, my clients don't care.


Everything I am today, I learned
the hard way. From the ground up.

And along the way, I learned something
that frustrates Leaders like me and you:

You can have the best credentials,
the best experience in your industry,
and post about it every damn day.

But without personality, nobody cares.
I’ll say louder for the people in the back.
NOBODY CARES ABOUT YOUR AWARDS.


Why?


They care about two things:


1️⃣  Your vibrant personality
2️⃣  How you can help them.


For example, here’s how I help people:


🤯 You waste 30h a month posting on LI
🕺  Meet us 1hr a week. Save 26h / month

🤯 You post about credentials. Get 4 likes
🕺  We post your outcomes. Book 4 LEADS

🤯 Your website & LinkedIn look confused
🕺  We make you coherent, clear, & craved

🤯 Your peers seem to grow lots. You don’t
🕺  We strategise. You grow 2k each month

🤯 You miss opportunities without realising
🕺  We attract deals to you, all on LinkedIn


And not once do we post about your degree.


If you’re ready to let your actions make
you successful, and you want a partner
who actually cares about your success...

Request a private call with me:
https://lnkd.in/eZZ8j7ZF

Post less, earn more,
get your Storytold™

– Jack

For International Women’s Day I’m celebrating the incredible women of Storytold.


Today I can tell you how inspiring they are
(and for it only to sound a LITTLE cringe).

Not as a tickbox exercise or because I’m trying to look good. But because they work incredibly hard, they’re extremely caring and they truly believe in our vision: to help leaders get their story told.

But more than that. One of them
(you know who you are) believed
in me before Storytold™ existed.

She’s the reason we’re here today.

Also 75% of our clients are female,
leaders from the UK and the USA,
and all are excellent at their craft.

Just like my team are excellent at ours.

These incredible women help you get your story told.

And as far as I’m concerned, they should be celebrated every day.

Many businesses think that once they’re online, the job’s done.

People can find you on LinkedIn you. Your name shows up.

There’s a page with what you do and how to contact you.

That’s not enough.

You need a REASON for people to connect from you.
To decide whether you're a credible authority...
or whether they move on to the next option.
It’s where your reputation is judged.
Not just by how it looks
But by what it says.

If you're telling stories,
you're speaking directly to the heart.
You're touching their emotional, decision-making core.

And you're making more sales.

That's why I founded Storytold™

That's what my team do for you, every day.

Why Storytelling is the most powerful thing on LinkedIn

How I realised the most dangerous place to be is in my own head.



In 2023 I’d draft a post
when I had time, feel like
an imposter, and hit delete.

I’m an introvert, so I didn't know
how to share my knowledge here
without sounding like a narcissist.

I saw so many leaders sign deals on
LinkedIn, I knew it was the place to be.
But I couldn’t get out of my own head.

Every day I stayed quiet, others were
signing opportunities that I wanted.

It was frustrating. I knew the more
I stayed quiet and invisible, the
more my silence cost me.


By January 2024,
I’d had enough.
I said F%CK it.
I’m doing this.


I realised I didn't need
to be a content creator.

I needed a system to
share my perspective,
and attract others who
aligned with my values.

So I built Storytold™


✅  We build your reputation,
❌  so you can focus on leads.

✅  We extract your message,
❌  so you don't have to think.

✅  We share your experience,
❌  so you don't look arrogant.

✅  We own the daily operations,
❌  so you can own your authority.


I built this company to solve my own
invisibility, and went from 740 friends
to 55,000+ peers following in 2 years.

If you’re tired of being the best-kept
secret in your industry, stop trying to
think your way out of it. Start operating.

I’m Jack. I help leaders get out of their own heads and into the market. Request a Private Authority Call via the link in my profile.

P.S. I’ve created free PDFs for you:
👉 https://lnkd.in/dmvUzSts

Here’s why commenting on LinkedIn is the biggest advantage you’re not using right now (and how to change that):


Are you commenting on LinkedIn or just posting and ghosting?

Comments are an underused powerhouse that grow your authority on LinkedIn when done properly. Here’s a guide to top-notch comments.


❌ They aren’t JUST seen by the post author.
✅ Your full network can see your comments.

❌ Are your comments pushing people away
✅ Or opening a door to connect with you?

❌ Are you just replying to the post author,
✅ Or opening up a dialogue with everyone?

❌ Are your comments one-word platitudes,
✅ or adding value & sharing a perspective?

❌ Comments should reflect who you are!
✅ Let your personality shine. Be ‘likeable’.

❌ Commenting isn’t pointless or ‘just fluff’
✅ It helps you build a habit of connecting.

❌ Comments aren’t just for the post...
✅ They’re mini prospect sales pitches!

❌ Are your comments about you, or
✅ or helping others learn something?

❌ A comment isn’t just a comment.
✅ It’s a mini post! Make them count.

Your ideal client may be reading your comment.
Your reputation is on the line.
So don’t half-arse it.

BTW, here’s a FREE guide to seeing LinkedIn
as it truly is: A public record of your reputation:
👉 https://lnkd.in/eU4QQ-wf

Post less & earn more.
Get your Storytold™

Why are you here?
What do you want to get out of linkedin?


❌️ are you posting to look good?
✅️ or to share your knowledge?

❌️ are you commenting for attention?
✅️ or to add a meaningful perspective?

❌️ are you on here to socialise?
✅️ or to generate more revenue?


If you answered ✅️ to each, you're a Leader. 
Whether your audience realises yet or not. 
Now you just need to be visible.

It's not enough to "post and ghost".
You have to be on LinkedIn 24/7 to grow a following.
Then you have to provide consistent value, to monetise it.

Storytold™ exists to help you monetise your LinkedIn,
without having to be on LinkedIn 24/7 yourself.
Post less, earn more, get your story told.

Not convinced? Read our testimonials:
https://lnkd.in/ebZmYAtN

It all starts with a call:
https://lnkd.in/eZZ8j7ZF

Your audience trusting you, and then buying from you, isn't like flicking on a light switch.


A CEO left a comment on my post yesterday
that completely hit the nail on the head:
"Authority is built with a lot of reps."

He is 100% right.

Nobody walks into a gym,
lifts a dumbbell just once,
and walks out ripped.
(I wish)

And nobody writes one post on LinkedIn and suddenly becomes an industry icon. Trust, like muscle mass, takes determination, hard work, consistency, repetition, and time.

You have to prove yourself over & over again with every post until the market believes you. And no matter how much you wanna post, a CEO doesn’t have time to do it properly.

You’ll be inconsistent, even with a marketing department. And like at the gym, inconsistent bursts of energy don’t get you anywhere, they just make you tired.


That is exactly why I built Storytold™


Brilliant leaders are losing deals
because they simply don't have
the hours in the day to show up.

We're the system that puts in the reps for you.
We do the heavy lifting to grow your authority,
without sapping a single minute of your focus.

You bring your career expertise.
My team and I bring consistency.

Want clients? Get your story told.
→ https://lnkd.in/eZZ8j7ZF


P.S. I don’t go to the gym. I’m too busy making leaders like you ripped instead.

Delivery isn’t the same as demand.

You can build something exceptional, yet still struggle to generate consistent enquiries. This is a problem businesses come to us with regularly.

They invest in the asset...

→ The website.
→ The product.
→ The service.

It’s well built. 
It’s professional.

But there’s no demand engine around it.

❌  No consistent messaging.
❌  No reinforcement of the problems it solves.
❌  No ongoing visibility that keeps the business front of mind.

So the work exists… but attention doesn’t.
And without attention, there’s no attraction.

That’s the gap most businesses underestimate.
They assume the asset itself will carry the weight.
In reality, demand is built before anyone ever clicks.

It’s built when your audience keeps seeing you
speak directly to the problems they recognise.

When your message shows up consistently enough
that they understand what you do and where you fit.

When your name comes to mind
BEFORE they’re actively looking.

That’s where we operate.

Not just helping businesses “show up”,

but shaping how they’re perceived when they do.

✅  What they’re known for.
✅  What they’re consistently associated with.
✅  Why someone would think of them first instead of second.

When demand is built properly, the website converts faster.
Outreach becomes warmer. Sales conversations start ahead.

Delivery gives you something to point at.
Demand gives people a reason to care.

That’s the layer we build at Storytold™
The work that makes sales land faster.

If we don’t grow your audience by 5,000 followers in 4 months… you get your money back.


Yep. You read that right.
You invest for three months.
We deliver measurable growth.
Or you walk away with your money.

Your business needs visibility to succeed.
We guarantee your success at Storytold™

👉  https://lnkd.in/eZZ8j7ZF

Want to leverage LinkedIn into sales? Get your story told. 

Storytelling is universal.
It's what connects us all. 

And most businesses aren't telling stories.

Why? 

Because telling a great story is more than just "this is our service" and "this is what we do".

It takes skill. Emotion. Crafting a narrative around your brand. 

And if you want to do it well, you need to know what you're doing. 

My team do. 
Message me to get started. 
We'll get your Storytold™

When you go on a first date, do you ask for their number before they’ve even said hello?


I’m not very good at sending DMs.
But I know how NOT to send them.

Coming in hard and fast (phrasing)
is a sure way to turn off the reader.

I’m NOT exploring how companies
streamline their formation and ops.

I don’t want an automated AI agent
to run a global compliance solution.

And claiming something about the
company that isn’t true, won’t work.

And the CTA ‘softening' to position
it for my clients, won’t work either.

Trust needs to be built in the DMs
before we dive into a relationship.

And I don’t think an AI Agent can
build that trust. Not now, not ever.

People buy from people. Humans.
Those few we know, like and trust.

So if you’re looking for a partner to
get your story told, that may be us.

I will never sell to you cold like this.
I’ll see if a conversation would help.

Then if it’s not the right time to work
together, I’ll send helpful, free PDFs.

And maybe 6 months later, I’ll have
earned your trust. That’s ok with me.

Storytold is a partnership. We grow
your brand for YOU… not our egos.

Our partnerships start from £1,750.
Discounts for the right fit are available.

Let’s increase your Authority  ➝  grow
your reputation  ➝  get your Storytold™



P.S. here are the free assets I mentioned:
https://lnkd.in/dmvUzSts

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Vladimir Blagojević

Jack Dyer🕺

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The Battle

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Jack Dyer🕺

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