How to influence the buying journey with full-funnel marketing.

1. Understand the buying journey:

- Channels
- People involved
- Questions and concerns at different stages
- Mindset, motivation and KPI

2. Understand the demand triggers.

What can attract their interest and motivate them to learn more about the problem or an opportunity?

E.g. a company sucks at lead generation and sees practical advise about how other peers are using ABM to generate opportunities with enterprise accounts.

3. Create buyer enablement program.

Buyers don't want to be pushed.

They want to find information that helps to solve their specific challenge or answer their questions. When they feel your product or service is the best way to help them, they reach out.

You can help buyers choose/consider your product, but you can't push them.

4. Establish your brand presence in the channels your buyers use for research, education, or engagement with their peers.

4 pillars you can use (ideally, in a mix):

- Social engagement
- Events
- Paid promo
- Content collaboration

5. Capture the demand.

1. Define engagement triggers to involve sales for proactive relationship building.

A major part of decision-makers ignore the cold outreach but are ready to talk with people they know, like, and trust.

2. Retarget engaged accounts with case studies and client stories.

3. Move the engaged accounts to the ABM program.

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With Vladimir Blagojević we worked on a detailed guide on how to influence the B2B buyer journey with tons of examples:

https://fullfunnel.io/buyer-journey/

Would love to hear your feedback.

How to measure ABM (account-based marketing) campaigns.

The worst thing you can do is measure different ABM campaigns the same way. Depending on the campaign goal, you'll have different goals and outcomes.

Here is how to measure 4 different ABM campaigns.

1. 𝐍𝐞𝐭 𝐧𝐞𝐰 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.

Goal: new opportunities and revenue.

Metrics:

- # of engaged accounts (replied, no immediate need, but are interested in learning more)
- # of discovery calls booked
- # of sales opportunities
- ACV
- Sales cycle length
- Won deals
- New revenue
- Budget
- ROI

2. 𝐃𝐞𝐚𝐥 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧.

Goal: Winning existing opportunities.

Example playbook:

-Define appropriate warm-up play and how you can engage the buying committee

- Debrief Champion about blocking points in the buying process

- Prepare a personalized content hub with a doc that addresses the blocking points, content that demonstrates the benefits for different buying committee members + case studies

- Suggest a quick workshop to move the buying committee through your framework

- Suggest 1-1 debriefing sessions with peers (e.g. IT dep with your CTO)

Metrics:

- # of interviews with Champion
- # of workshops booked
- # of debriefing sessions
- Won deals
- ACV
- Activation cycle (from interview to the invoice. You can compare it later with the sales cycle length).
- Campaign revenue

3. 𝐄𝐱𝐩𝐚𝐧𝐬𝐢𝐨𝐧.

𝐆𝐨𝐚𝐥: Expand business with existing clients.

Example playbook:

-Create a case study and interview power users, Decision-Makers (DMs), and Champions about the value and results they are getting from your product.

-Find common connections in other departments and/or branches and ask Champion to make an intro when possible.

-Run a campaign with excerpts from the interview and the case study to warm up the buying committee.

-Ideally, co-host a webinar with the Champion inviting other departments/branches.

-Create a personalized content hub explaining the benefits of a new department or branch that they can get from your product.

-Suggest 1-1 debriefing sessions with peers

Metrics:

- # of case studies created
- # of workshops arranged
- # of new licenses sold
- LTV growth
- ACV growth
- Total expanded revenue

4. 𝐂𝐨𝐧𝐭𝐫𝐚𝐜𝐭 𝐫𝐞𝐧𝐞𝐰𝐚𝐥 / 𝐜𝐡𝐮𝐫𝐧 𝐩𝐫𝐞𝐯𝐞𝐧𝐭𝐢𝐨𝐧.

Goal: renew contracts with key accounts.

Example playbook:

- Interview Champions, power users, and, ideally, decision-makers about new initiatives and goals.

- Create a presentation about product roadmap and updates, and tailor it to accounts' goals (how they can benefit).

- Book calls to present the roadmap.

This campaign can be merged with an expansion campaign.

Metrics:

- # of presentations booked
- # of resigned contracts
- Renewed revenue

10 questions to see if ABM is a right fit for your company and if you are ready to launch it.

ABM-FIT CHECKLIST.

1. Long sales cycle (>180 days)

If your sales cycle is short and transactional, I’d recommend focusing on demand capturing activities (ads, SEO, cold outreach) instead of ABM.

2. ACV (average contract value) > $30k.

Will it pay off to proactively market and prospect a specific set of accounts? I suggest considering ABM if the LTV or ACV of your best customers is higher than $30k.

3. Hybrid sales: product + consulting + best practices training.

ABM is extremely important when you don’t only sell product, but also sell your expertise in solving challenges your buyers have.

It includes product training, consulting alongside implementation, training on best practices.

4. TAM < 1000 companies.

If your market is limited to 500-1000 companies across the globe, you have no other choices than ABM.

5. Multiple buyers are involved in vendor evaluation and buying processes.

If you usually deal with multiple people who influence the buying decision, ABM is a perfect strategy.

If ABM is a right fit, next check your readiness to launch it.

5 QUESTIONS TO CHECK READINESS FOR ABM.

1. Do we have clear ICP and account qualification criteria to build a list of companies that are likely to buy our product?

ICP is created for a specific vertical, including:

- Firmographics
- Buying committee
- Account qualification and disqualification criteria
- Account segmentation
- Account enrichment

2. Do we have a value proposition and collateral for a specific vertical and roles?

Enterprise buyers don’t care about your elevator pitch, they care about how your product solves their challenges or helps to hit their OKRs. Hence, your value proposition should be tailored to specific vertical and individual buyers.

3. Do we have a clear playbook to create awareness inside target accounts, generate demand, and activate them?

ABM requires manual account development, including:

- connecting and engagung with multiple buying committee members,
- identifying their needs and educating them on different ways to solve their challenges,
- coming up with personalized solutions.

4. Can we create a dedicated ABM team that doesn’t have pipeline pressure and has time to build ABM motion?

You need a dedicated team that can commit at least 70% of their time to run the program for the next 3–6 months.

5. Do we have an alignment between marketing, sales, and executives on how to measure the campaign’s progress and performance?

Define leading and lagging indicators to measure campaign progress and get approval from execs and sales.
--
I’ve shared all the points not to scary but to explain that ABM is not an air cover and lead gen on steroids that can convert a wish list of accounts into your customers.

ABM is a strategic motion to identify companies that need your product, personalize your solution to them, and generate long-term customers.

Here is what happens to marketing when it is led by CRO who is coming from sales.

In most cases, marketing will focus on 2 layers:

Performance marketing and lead generation.

Why?

Because they can be measured in the attribution software and can be "benchmarked".

Marketing activities will be limited to:

- gated e-books to get contacts that are transferred to sales as leads

- landing pages that promote demo calls without giving an idea of what’s the product all about, price, use cases, etc.

- writing scripts and setting up automated cadences for SDRs

- «feature-oriented» content to «sell» the product

- webinars that are wrapped as educational events but in a reality are pure product pitches.

The marketing problem won’t be fixed by substituting CMO with CRO.

The problem will be solved only when a company has a clear alignment on:

- What’s the role of marketing in the company?
- How can demand and awareness be created?
- How to track, capture and convert the demand?
- ICP and list of strategic accounts
- Positioning
- Account engagement criteria
- Warm-up and activation playbooks

Sales can't replace marketing, and marketing can't replace sales. The same as in football defenders can't replace forwards, and vice versa.

Everybody has their own role and function.

Marketing:

- Creating awareness
- Generating & capturing demand
- Warming-up target accounts

Sales:

- Activation
- Nurturing with non-sales touches
- Relationship and expansion

Most B2B marketing plans fail because of one reason:

Lack of clarity.

Demand gen is not about showing up consistently and sharing random content on social media.

ABM is not about making a wish list of accounts, running display ads, tracking clicks, and reaching out with templated emails or direct mails.

Lead nurturing is not about setting up an automated sequence of emails to promote the product.

Content marketing is not writing about how great your product or company is, and sharing corporate news.

The list of "is not about" endless.

B2B marketing is not taught at schools.

Most B2B execs and salespeople don't support marketing programs not because they don't understand marketing, but because they don't see:

-Detailed campaign playbook that describes goals and objectives, required resources and budget, timeline, metrics, and basic forecast.

-How the marketing program will help to grow revenue, increase ACV, close more deals, or shorten the sales cycle

This is why many marketing initiatives are killed beforehand and B2B marketers become sales order takers.

Not all B2B companies want to sink into the lead gen swamp. There are lots of them who want to get out but don't know how. Our goal as B2B marketers is to educate and help them.

Here are 7 steps we use:

1. Provide revenue analysis from different markets and verticals, narrow ICP replicating the best customers, and explain how ICPs buy based on the insights collected from customer interviews.

2. Explain what programs can help us to drive awareness in a target market, and how are we going to measure them.

3. Show what programs we can run to generate demand for our product

4. Explain how we can identify warm-up accounts and activate them together with sales

5. Show what we are going to do to nurture accounts that are not sales-ready without being pushy.

When you connect the dots, suddenly marketing starts making sense to everybody.

6. Next step: get feedback and listen to all the concerns about the program suggested. Come up with ideas on how to mitigate the concerns.

7. Prepare a detailed marketing plan that includes a detailed breakdown of the campaigns you want to run:

- Clear goals, objectives, and revenue forecast

- Leading indicators to measure campaign efficiency

- Detailed action plan, timeline, and task distribution among team members

To generate revenue from ABM (account-based marketing) campaigns you need to implement the research cascade method. Here is why and how.

ABM stands for personalized solutions to companies with a clear need or challenges your product solves.

Start with a list of engaged accounts that fit your ICP and passed through qualification criteria.

Next, leverage the research cascade method.

1. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.

Collect and analyze all publicly available information about target accounts' key initiatives and strategy.

Here are the main sources:

- press releases
- interviews with chief executives
- roadmaps
- corporate reports
- earning calls

2. 𝐁𝐮𝐲𝐢𝐧𝐠 𝐜𝐨𝐦𝐦𝐢𝐭𝐭𝐞𝐞 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡.

Research the buying committee and collect insights about how they might be involved in the key initiatives.

Here are several things you need to pay attention to:

- What's their role and area of responsibility in the stated key initiative or strategy?
- KPIs/OKRs
- Challenges
- Goals

3. 𝐕𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.

Start mapping your value proposition with the identified KPIs, goals, and challenges of every buying committee member.

Fullfunnel.io example from selling ABM sprints:

Marketing: Get a proven process to collaborate with sales and increase marketing-sourced revenue.

Sales: Hit revenue targets faster by winning deals with enterprise accounts.

4. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬.

Write down short (I recommend one-page docs) personalized solutions for every buying committee member.

Include:

- Context
- How exactly your product helps to achieve their goals or solve the challenges
- Relevant social proof

5. 𝐃𝐢𝐬𝐭𝐫𝐢𝐛𝐮𝐭𝐢𝐨𝐧 𝐨𝐟 𝐩𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐬𝐨𝐥𝐮𝐭𝐢𝐨𝐧𝐬 (𝐰𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐚𝐜𝐭𝐢𝐯𝐚𝐭𝐢𝐨𝐧).

Create a multichannel warm-up and activation program with sales.

Include:

- Social engagement and selling
- Personalized ads
- Content hubs
- Content collaboration
- Direct mail swags
- Micro-events

Keep in mind.

ABM is not about volume.

ABM is about selecting the right accounts that have a need for your product and marketing to them with personalized solutions.

This Thursday (2nd Feb) I'm sitting with Jim Gilkey from Terminus to share:

- Live examples of the research cascade method
- How marketing and sales should collaborate when running ABM campaign
- Real ABM playbooks and case studies

Save your spot here: https://lu.ma/ei6cj42q

How to do ABM on LinkedIn 👇


1. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭 𝐥𝐞𝐚𝐝𝐞𝐫𝐬𝐡𝐢𝐩.

Why:

- Generating demand for your product.
- Proving niche expertise.
- Position yourself as a trusted advisor.
- Nurturing target accounts.

2. 𝐓𝐡𝐨𝐮𝐠𝐡𝐭𝐟𝐮𝐥 𝐜𝐨𝐦𝐦𝐞𝐧𝐭𝐢𝐧𝐠.

Why:

- Create awareness & attract attention.
- Show your expertise.
- Repurpose comments into posts.

3. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐭𝐡𝐞 𝐛𝐞𝐬𝐭 𝐜𝐨𝐧𝐭𝐞𝐧𝐭.

Why: Seep p.1

4. 𝐄𝐧𝐠𝐚𝐠𝐢𝐧𝐠 𝐰𝐢𝐭𝐡 𝐚 𝐧𝐞𝐭𝐰𝐨𝐫𝐤 𝐨𝐟 𝐭𝐚𝐫𝐠𝐞𝐭 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬 (𝐋𝐢𝐧𝐤𝐞𝐝𝐈𝐧 𝐞𝐜𝐨𝐬𝐲𝐬𝐭𝐞𝐦).

Why:

- Regular appear in the newsfeed of the target accounts.
- Build a strong brand & a real relationship with the target audience.
- Generate and capture the demand.
- Educate & nurture the target market

5. 𝐏𝐞𝐫𝐬𝐨𝐧𝐚𝐥𝐢𝐳𝐞𝐝 𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐢𝐨𝐧 𝐫𝐞𝐪𝐮𝐞𝐬𝐭𝐬.

Why:

- Higher acceptance rate
- Opportunity to build a real relationship

6. 𝐍𝐨𝐧-𝐬𝐚𝐥𝐞𝐬 𝐭𝐨𝐮𝐜𝐡𝐞𝐬.

Why:

- Stay top of their mind & nurture the audience.
- Capture demand.

7. 𝐀𝐝𝐬 𝐩𝐫𝐨𝐦𝐨𝐭𝐢𝐧𝐠 𝐜𝐚𝐬𝐞 𝐬𝐭𝐮𝐝𝐢𝐞𝐬/𝐁𝐎𝐅𝐔 𝐜𝐨𝐧𝐭𝐞𝐧𝐭 𝐟𝐨𝐫 𝐞𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.

Why:

- Generate demand.
- Generate inbound opportunities.

8. 𝐄𝐧𝐠𝐚𝐠𝐞𝐦𝐞𝐧𝐭-𝐛𝐚𝐬𝐞𝐝 𝐨𝐮𝐭𝐫𝐞𝐚𝐜𝐡.

Why:

- Higher response rate.
- Opportunity to get customer insights and see if there is a fit.
- Build a relationship.
- Capture the demand and generate a sales opportunity.

----

Luckily, most B2B companies on LinkedIn have a lead generation mindset:

- Send 1000 spammy inmails -> get 1 meeting booked.
- Display ads routing to landing page -> get 1 demo request.

I said «luckily» because it leaves a space and generates a tremendous opportunity for others who understand full-funnel ABM and think long-term.

People buy from people they know, like, and trust, and that's the ultimate goal for ABM on Linkedin.

We also covered the process in detail here: https://www.youtube.com/live/RYZbQekQUTA?feature=share

8 pillars of ABM (account-based marketing) strategy.


1. 𝐀𝐁𝐌 𝐠𝐨𝐚𝐥𝐬.

There are 4 goals ABM helps to achieve:

- Net new revenue - generate sales opportunities
- Pipeline acceleration - win stalled opportunities
- Expansion - upselling or cross-selling to existing customers
- Renewal / Churn prevention - renewing contracts with key customers

Make sure to include all 4 campaigns in your marketing plan.

2. 𝐈𝐝𝐞𝐚𝐥 𝐜𝐮𝐬𝐭𝐨𝐦𝐞𝐫 𝐩𝐫𝐨𝐟𝐢𝐥𝐞 (𝐈𝐂𝐏).

ICP includes:

- Firmographics
- Buying committee
- Account qualification
- Account segmentation
- Account enrichment

3. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐥𝐢𝐬𝐭 𝐛𝐮𝐢𝐥𝐝𝐢𝐧𝐠.

- Engagement threshold to identify engaged accounts
- Sources of intent data
- Account-ICP fit

Make sure all accounts are qualified and fit ICP. Avoid broad targeting or creating a wish list.

4. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐫𝐞𝐬𝐞𝐚𝐫𝐜𝐡 𝐚𝐧𝐝 𝐯𝐚𝐥𝐮𝐞 𝐩𝐫𝐨𝐩𝐨𝐬𝐢𝐭𝐢𝐨𝐧 𝐦𝐚𝐩𝐩𝐢𝐧𝐠.

- Account key initiatives, strategy, and goals.

- The role of every buying committee in the strategic initiatives, their KPIs, needs, and challenges

- Value proposition mapping: how exactly your product fits their needs and what value it brings.

5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 𝐩𝐥𝐚𝐲𝐛𝐨𝐨𝐤.

- Warm-up: how marketing and sales will create awareness inside buying committee, connect and engage with them.

- Activation: how sales should activate accounts

- Nurturing: how marketing and sales will stay in touch with target accounts

6. 𝐓𝐞𝐚𝐦 𝐚𝐧𝐝 𝐬𝐤𝐢𝐥𝐥𝐬𝐞𝐭.

Here is the lean ABM team setup and 5 core functions.

- Senior ABM manager

Somebody who has experience in marketing & selling to enterprise, understands the role and goals of ABM and can be in charge of developing ABM strategy, campaigns planning & orchestration.

- Researcher.

A person who is in charge of intent data tracking, account qualification, and account and buying committee research.

- Copywriter

- Designer

- SDR

7. 𝐒𝐭𝐚𝐜𝐤.

If you are building a pilot ABM motion, don't buy an expensive stack. Start with Sales Navigator and website traffic reveal software.

If you have robust processes and scaling ABM, consider more expensive software to enhance your processes.

8. 𝐑𝐞𝐩𝐨𝐫𝐭𝐢𝐧𝐠 𝐚𝐧𝐝 𝐭𝐫𝐚𝐜𝐤𝐢𝐧𝐠.

Define key metrics and leading indicators for all 4 campaigns.

Create simple dashboards to track campaign performance.

Align everybody on reporting.

---

The success of account-based marketing lies not in your stack or budget, but in solid foundations.

Make sure you have a team and skillset that can dedicate enough time to developing ABM strategy and maintaining the motion.

Don't ditch MQLs as everybody advises on LinkedIn. Instead, fix the broken lead generation playbook. Here is how.

Let's start with the definitions.

MQLs are:

- Accounts that fit your ICP but AREN'T SALES-READY (no buying intent)

- Hit engagement threshold (spent 30 minutes on the pricing/case studies or other high-intent pages, signed up for a product webinar, etc.)

⛔️ 𝐌𝐐𝐋𝐬 𝐒𝐇𝐎𝐔𝐋𝐃 𝐍𝐄𝐕𝐄𝐑 𝐁𝐄 𝐓𝐑𝐀𝐍𝐒𝐅𝐄𝐑𝐑𝐄𝐃 𝐓𝐎 𝐒𝐀𝐋𝐄𝐒 𝐅𝐎𝐑 𝐀𝐂𝐓𝐈𝐕𝐀𝐓𝐈𝐎𝐍!

The last point is critical.

If MQLs were sales-ready, they'd book a call with your sales team right from the website. It's not that hard to fill in the "request a demo" form.

Never save MQLs to CRM, assign them to sales, and add them to the automated outbound cadence. Also, never include MQLs in the marketing or revenue report.

Do this instead.

✅ 𝐖𝐇𝐀𝐓 𝐘𝐎𝐔'𝐃 𝐃𝐎 𝐖𝐈𝐓𝐇 𝐌𝐐𝐋𝐬.

1. 𝐓𝐢𝐞𝐫 𝐬𝐞𝐠𝐦𝐞𝐧𝐭𝐚𝐭𝐢𝐨𝐧: define the revenue potential.

2. 𝐏𝐫𝐨𝐠𝐫𝐞𝐬𝐬𝐢𝐯𝐞 𝐩𝐫𝐨𝐟𝐢𝐥𝐢𝐧𝐠.

Collect more info about needs, goals, and priorities.

Connect and engage on LinkedIn with Tier 1 and Tier 2 accounts, or follow up by email with an open question. Build relationships and continue nurturing.

3. 𝐖𝐚𝐫𝐦-𝐮𝐩 𝐚𝐧𝐝 𝐧𝐮𝐫𝐭𝐮𝐫𝐢𝐧𝐠.

Depending on the tier, add an account to the relevant nurturing program. From 1-1 fully personalized programs to standard retargeting and semi-automated non-sales touches.

Simple example:

We connect with people who fit our MQL definition, asking for feedback on the content they consumed and if they found what they were looking for.

We genuinely try to help, continue engaging with them, and building the relationship.

It doesn't generate an immediate opportunity, but these opportunities come in 8-10 months whenever our "MQLs" have a need.
---

I prefer to call MQLs "Engaged accounts". It describes more precisely the stage of the buying process.

"Leads" by default should have a buying intent.

Most B2B companies I've talked to have a broken MQLs playbook.

They assume that gated content download or webinar sign-up = buying intent, and it's all a game of numbers. Hence, they motivate marketing to generate more MQLs to generate more sales opportunities.

It doesn't work!

The buying journey is not linear. You can influence it, but you can't push your buyers.

Instead of immediately attacking MQLs, understand the revenue potential, and the buyer journey stage, connect and help. This way you lay a solid foundation for your future pipeline.

Also, don't blindly follow the advice of ditching MQLs.

If your organization cultivates full-funnel marketing, MQLs are a perfect leading indicator to measure:

- The success of awareness campaigns
- Forecasting ABM programs because MQLs are the perfect accounts to be included in warm-up campaigns

B2B marketing reporting shouldn't be complex. Here are 3 categories and 11 core metrics I recommend looking at for a B2B company with high ACV and a long sales cycle.

REVENUE METRICS.

1. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐫𝐞𝐯𝐞𝐧𝐮𝐞.

How much revenue came from marketing campaigns? Aim to increase the % compared to sales-sourced revenue. It proves the efficiency of your marketing and growing brand recognition.

2. 𝐖𝐢𝐧 𝐫𝐚𝐭𝐞

If the win rate is low, it means that either you have bad targeting, have low-quality opportunities (ICP issue), or have a misalignment with sales.

3. 𝐒𝐚𝐥𝐞𝐬 𝐜𝐲𝐜𝐥𝐞 𝐥𝐞𝐧𝐠𝐭𝐡.

When the sales cycle length decreases, you are accelerating revenue.

4. 𝐀𝐂𝐕 (average contract value).

5. 𝐒𝐚𝐥𝐞𝐬 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐯𝐞𝐥𝐨𝐜𝐢𝐭𝐲.

Sales pipeline velocity demonstrates revenue trajectory according to your sales cycle length, sales-qualified opportunities, ACV, and win rate.

If this metric is growing, it proves that you:

- target the right accounts,
- have a marketing message-market fit,
- good buyer enablement
- no friction points in the buying process.

6. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐑𝐎𝐈.

Demand or brand activities can't be measured by sales opportunities or CAC.

Hence, I recommend holistically looking at marketing-sourced revenue, sales pipeline velocity, and budget spent to calculate marketing ROI.

You need to have a holistic approach.

PIPELINE METRICS

7. 𝐄𝐧𝐠𝐚𝐠𝐞𝐝 𝐚𝐜𝐜𝐨𝐮𝐧𝐭𝐬.

The more engaged accounts you have in your pipeline, the more sales-qualified opportunities and marketing-sourced pipeline you'll generate.

I also recommend looking at the length of conversion from engaged accounts to sales-qualified opportunities. It will help you to make better revenue and pipeline forecasts.

8. 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠-𝐬𝐨𝐮𝐫𝐜𝐞𝐝 𝐬𝐚𝐥𝐞𝐬-𝐪𝐮𝐚𝐥𝐢𝐟𝐢𝐞𝐝 𝐨𝐩𝐩𝐨𝐫𝐭𝐮𝐧𝐢𝐭𝐢𝐞𝐬.

BRAND METRICS.

9. Inbound opportunities.

10. Media invites

Podcast invites, speaking gigs, and featuring in guest posts - all are positive signs that your brand gains traction.

I also recommend looking at the quality of the invites. The more invites you are getting from the industry-leading media, the higher your brand anticipation.

11. Brand traffic and brand mentions.

Pay attention to how often your product is being recommended on social and in communities. The more mentions you gain, the higher your brand recognition.
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Depending on your business model, you might change metrics by adding churn, LTV, CAC, but the principles will be the same.

You need to have an integrated revenue report.

That being said, every marketing program you run should have its own set of metrics.

Don't measure ads, demand generation activities, or a specific channel in isolation - this is a recipe for disaster. Don't make decisions about what works in marketing based on the last-click attribution only.

Develop a blended attribution model and understand what influences the buying process.

The best way to plan ABM programs for a specific cluster of accounts (1:few) is to create a cluster challenge map. Here is how.

1. Select a use case.

E.g. Fixing marketing and sales misalignment and developing joint playbooks to drive revenue.

2. Involve SMEs and sales to discuss challenges related to that use case.

Structure all challenges by painful and non-painful.

Painful: Low MQL to SQL conversion and lack of collaboration between marketing and sales.

Non-painful: Not enough sales enablement content.

3. Go through the list of questions:

- What are the signs of the challenge?
- Why did it occur?
- How to prevent it?
- How clients try to solve them?
- What are the efficient ways to solve them?
- What are the typical objections? What is the change management we need to initiate?

4. Create a 1:few program based on the collected insights.

- Decide what content should be created
- What messaging should you deliver through ads?
- What activation formats would you use?

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Remember that most buyers are not in the market.

Cluster-based ABM programs help you to become relevant for a specific set of accounts, educate them and become the first vendor they think about when the need emerges.

But this requires thorough planning and execution by all GTM teams: marketing, sales, SMEs, and client success.

We're back with a Full-Funnel Virtual Summit. Grab a FREE ticket here and win the recordings of past summits here: https://www.linkedin.com/posts/azinkevich_b2bmarketing-fullfunnel-activity-7161335023344713729-pf_M?utm_source=share&utm_medium=member_desktop We saw a huge demand last year from marketing and sales teams for practical advice:

- How to fix a broken marketing and sales playbook and develop joint playbooks to drive revenue

- How to create awareness among target accounts that are not in the market (not buying)

- How to land enterprise deals when you sell to hard-to-reach buyers

Here is what the 5th Full-Funnel Summit is all about. Meet our speakers.

𝐒𝐚𝐥𝐞𝐬 & 𝐌𝐚𝐫𝐤𝐞𝐭𝐢𝐧𝐠 𝐏𝐥𝐚𝐲𝐛𝐨𝐨𝐤𝐬 𝐭𝐫𝐚𝐜𝐤

- Jen Allen-Knuth: How to Overcome the Buyer's Mental Spam Filter
- Morgan J Ingram: How to Assemble a Content Army of SMEs That Drives Pipeline
- Leanne Chescoe & Paul Gibson: Connect, Engage & Win Deals
- Nate Nasralla: How to Craft a Compelling, Value-Based Message that Doubles Win Rates in 2024
- Me and Vladimir Blagojević: Full-funnel ABM: How to drive sales opportunities THIS quarter while creating a FUTURE pipeline

𝐂𝐫𝐞𝐚𝐭𝐢𝐧𝐠 𝐀𝐰𝐚𝐫𝐞𝐧𝐞𝐬𝐬 & 𝐃𝐞𝐦𝐚𝐧𝐝 𝐭𝐫𝐚𝐜𝐤

- Jonathan Bland: How to Build a Modern Paid Social Strategy
- Megan Bowen: The Case for Change & What's Required for Your Business to Win
- Kathleen Booth: Community-Led Growth: Best Practices and Proven Strategies for Driving ROI
- Drew Spencer Leahy: The Demand Ladder: How to Create Behavioral Change with Your Messaging
- Alex Olley: 10 Steps To Execute an Allbound Strategy
- Kerry Cunningham

𝐑𝐞𝐯𝐚𝐦𝐩𝐢𝐧𝐠 𝐲𝐨𝐮𝐫 𝐆𝐓𝐌 𝐬𝐭𝐫𝐚𝐭𝐞𝐠𝐲 𝐭𝐫𝐚𝐜𝐤

- Steffen Hedebrandt: The B2B customer journey benchmarks that you need to be aware of
- Thomas Sjöberg & Daniel Nackovski: The Art of building a B2B Community!
- Corrina Owens: Creating Micro-moments That Win Over Your Audience
- Dani Woolf: Navigating the Trust Barrier: Effective Marketing Strategies for Skeptical IT Buyers
- Sam Kuehnle: From Big Swings to BDRs to Building a Team: Getting (and Keeping) Leadership Buy-In

The summit is FREE to attend because of the support of our partners: Goldcast, Reachdesk, Demandbase, 6sense, and Dreamdata. But after the summit, the recordings will be locked in our vault.

Want to win the recordings from the past summits including keynotes of Peep Laja, April Dunford, Gaetano Nino DiNardi, Chris Walker, Jon Miller, Sam Jacobs and other fantastic speakers?

Sign up for the event and tag 3 colleagues in the comment who might be interested in our summit.

We'll run a live random selection and announce the winners on Friday.