Fullfunnel.io

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've been selling and marketing B2B tech and services since 2006. 

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.

Co-Founder

6-Week ABM Playbook

An actionable account-based marketing playbook and training to consistently land sales opportunities with your dream clients in 6 weeks or faster. 

Cut through the noise and get busy decision makers to respond to your campaigns without spammy outreach, wasting money on enterprise tech stack or expensive ip-based advertising, and significant shifts in the company’s organization.

The account-based marketing strategy and campaigns we are sharing in this playbook can be executed by a team of 2 people (1 marketer + 1 sales) on a Ramen budget.

Author

Scale XL

Helping B2B entrepreneurs install a reliable process to predictably fill their pipeline with high-value clients. 

Scale XL process addresses the 4 critical challenges of client relationship building:

1. TARGETING: identify, target and engage with more of YOUR business’ ideal potential clients, not someone else’s. 
2. ATTRACTING: define, create and communicate compelling messages that cut through the noise and clearly establish your business as a natural answer to your ideal potential client’s problems.
3. QUALIFYING: qualifying which prospects are ideal for YOUR business and which of them are ready, and then applying different processes to sales-ready leads and those that need nurturing.
4. ROI: fix low return and underwhelming results of B2B marketing 

Scale XL relies on a process to build relationships with more key decision makers in your market by targeting, attracting and nurturing your ideal clients, not someone else’s.

And if your business is anything like 100+ niche B2B software and service companies I’ve helped before, it’s likely that my methodology could help you do just that.

To find out if this process can work for your business, feel free to get in touch here, or visit our website at scalexl.com.

Founder

Lean Startup Circle Brussels

We're a group of entrepreneurs taking lean startup and customer development techniques to practice in our startups. We're ready to talk implementation and share data from our experiments.

http://www.meetup.com/lean-brussels/

Every meetup addresses a different (lean) startup topic (minimum viable products, go to market, sales for startups, customer interviews...)

Most startups fail not because they fail to execute and build their product, but because they fail to build a viable business around it. Lean startup helps us validate our business model as fast as possible. Lean startup is a collection of techniques built around maximizing validated customer learning thought fast Build/Measure/Learn iteration loops.

*The Lean Startup is a trademark and service mark owned by Eric Ries.*

Co-Founder and Organizer

Growth Hacking Belgium

Your new business went online yesterday and you've got a marketing budget of zero. How are you supposed to create a movement around your product? How can you get to your first thousand - or million - customers? Starting from zero, it feels impossible. Enter the growth hacker. You may not have heard of growth hacking yet, but you've certainly used the billion dollar brands built by it: Hotmail, AirBnB, Facebook, Dropbox, amongst many others. This group is for people who want to adopt the growth hacker mindset. It is all about sharing hands-on tactics that bring you results.

Grant Snap

Grant Snap is an online service that helps you get your innovation funded by providing guidance in preparing winning R&D grant proposals.

€375 billion gets granted annually in the EU. Get your share.

Sirris

I help software companies in different phases of product development and innovation:
•	For entrepreneurs: to turn their ideas into viable product concepts by applying customer development and lean startup™ methodologies
•	For companies building product for early adopters: introduce flexibility needed to quickly respond to new opportunities and changing customer requests 
•	For companies shifting their focus from customer to market: to master product management
•	For companies established in a market: to deal with increasing product complexity and how to differentiate through innovation

Account Manager Software Industry

Development activities (middleware components of a distributed data storage system, test management system, framework and tools used for automation of system tests) 

Participating in introduction of agile methodologies in two R&amp;D teams and setting up test automation infrastructure

Senior Software Engineer

Sony

Participating in the transition of an R&amp;D team into a product development organization 

Development activities (several packages of DVB MHP standard for digital television, an integrated environment used for development, execution and automatic reporting of functional tests for digital television)

Setting up a test department (conceiving a test strategy and infrastructure, test specifications/reviews, recruiting, supervising and training of testing personnel)

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



Here is how to build a B2B marketing function that influences the whole buyer journey:

1. GTM STRATEGY.

Develop a clear GTM strategy and align leadership, sales, and marketing, including:

- Goals and objectives based on revenue metrics and sales pipeline velocity
- Focus market segments and clusters
- ICP
- Marketing message
- Narrative (with what strategic challenges you want your product been associated with)

2. CUSTOMER RESEARCH.

Define key accounts in prioritized segments and interview your Champions about their buyer journey.

Here are 5 groups of questions:

a. Buying triggers. 

What leads them to start looking for solutions like yours?

b. Research process. 

How do they evaluate vendors? What information are they looking for?

c. Decision-making process. 

What influences their decision? 
Who is involved in the purchase process?
What questions do they ask?

d. Product value and impact on jobs-to-be-done & KPIs.

Look at before/after and highlight tangible improvements of KPIs your Champions care about.

f. Educational processs.

What platforms & communities do they use to learn?
Who do they follow?

3. BUYER JOURNEY.

You don't sell to companies, you sell to specific people. They have different KPIs, reasons to buy and decision-making process.

Analyze all visible digital touchpoints with key customers. 

Interview Account Owners about deal history.

Combine insights with the customer research and visualize the buyer journey for the most important buying committee roles:

- Champions
- Decision-makers
- Influencers
- Blockers
- Power Users

4. CORE MARKETING PROGRAMS AND MOTIONS.

You don't need 50 different tactics. 

Map out different marketing and sales activities across the buying process that help to:

- Create awareness and attract attention
- Generate demand for your product
- Capture buying triggers and high-intent signals to start engaging with the buying committee
- Enable buyers to sell your product internally
- Accelerate time to value with your product
- Upsell and cross-sell to other units

5. ASSIGN ROLES.

Assign the roles to run these programs and define the necessary skillset. Ensure cross-functional collaboration. 
---

This diagram might be perceived as a linear buyer journey which is obviously not true. I wanted to describe how to align B2B marketing function with different buyer journey stages.

The B2B buyer journey is not linear. Your buyers might skip steps or repeat some steps.

The goal is to ensure that marketing, sales, CS and RevOps work together to influence the entire buying process, create pipeline and drive revenue.

Vladimir Blagojević

Accelerate this quarter’s revenue & build future pipeline with Full-Funnel B2B programs | Co-Founder @ FullFunnel.io

Most B2B marketing teams don’t align with revenue goals.

Here's the framework we use to fix it.

1. 𝐅𝐮𝐥𝐥-𝐟𝐮𝐧𝐧𝐞𝐥 𝐚𝐧𝐚𝐥𝐲𝐬𝐢𝐬 𝐚𝐧𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞 𝐠𝐨𝐚𝐥𝐬

- How do we currently grow? Segments, markets, channels.
- What are our sales velocity metrics per segment?
- What realistic revenue goals can we set based on it?
- What are the weakest stages of the full funnel?

2. 𝐌𝐚𝐫𝐤𝐞𝐭 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧

- Revenue from different markets and segments
- Score industries and use-cases to find the most lucrative segments

3. 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡

- Understand how customers are buying and channels they use
- Who is involved in the buying process
- Value they get from the product and how they see it is different from the competition

4. 𝐈𝐝𝐞𝐚𝐥 𝐂𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐏𝐫𝐨𝐟𝐢𝐥𝐞

- Firmographics
- Buying committee structure
- Account segmentation
- Account qualification

5. 𝐏𝐨𝐬𝐢𝐭𝐢𝐨𝐧𝐢𝐧𝐠 𝐚𝐧𝐝 𝐮𝐧𝐢𝐪𝐮𝐞 𝐯𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧

Both are part of your marketing message which communicates why your product is different and worth buying.

6. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐩𝐫𝐨𝐜𝐞𝐬𝐬

Based on customer interviews, extract different triggers that motivate buyers to start looking or learning more about your product.

For each trigger, we map out the steps they take. 

For each step, map out:
- Buying committee members involved
- Information they sought
- Critical questions, concerns or doubts they had

7. 𝐅𝐮𝐥𝐥-𝐟𝐮𝐧𝐧𝐞𝐥 𝐦𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐩𝐥𝐚𝐧

— Awareness campaigns
— Demand generation
— Demand capturing
— Activation programs
— Client success
— Expansion
— Channels & communities

8. 𝐁𝐮𝐝𝐠𝐞𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐭𝐞𝐚𝐦 𝐬𝐞𝐭 𝐮𝐩

- Playbooks
- Skillset and responsibilities
- Budget

9. 𝐌𝐞𝐭𝐫𝐢𝐜𝐬

- Campaign measurement report & target metrics
- Integrated revenue report

---
Marketing strategy is NOT
≠ A list of campaigns
≠ A content plan
≠ A budget
≠ The hiring plan
≠ KPIs

Marketing strategy is: 
→ Based on a deep understanding of your ICP.
→ Knowing how to position your product, so it becomes an obvious choice to your best customers.
→ Knowing the when, where, how, and why your buyers learn, discover, evaluate and buy a product like yours.
→ Clear path to take your product to market and hit your growth goals.

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