Full-Funnel B2B Marketing Show
by Andrei Zinkevich
Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io. Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM). Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth. Learn more about full-funnel b2b marketing here: https://fullfunnel.io
Episodes
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Episode 192: The anatomy of a CMO second brain: Live showcase with Joni Helminen
In the new episode of Fullfunnel Live, we unpack, together with Joni Helminen, Chief AI Officer at Intentio Agency, the anatomy of a CMO second brain - how to build it, keep it alive, and scale it alongside your company’s marketing OS. Join us to learn: How to build the personal second brain...
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Episode 191: How to create fully personalized lead nurturing programs for enterprise buyers with Jon Miller
In the new episode, Jon Miller is joining us to show how AI-native marketing automation can help create a personalized engagement plan for every buyer based on who they are, what is happening across their account, and how their buying group is engaging. Tune in to learn: - Seven ways AI changes...
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Episode 190: A Modern ABM Advertising Playbook: Live Program Breakdown with Keith Putnam-Delaney
In this episode of Full-Funnel Live, we invited Keith Putnam-Delaney, Co-Founder & CEO of Primer and Chris Ingrao, Growth Marketing Director at Tabs, to chat on ABM ads strategy. Tune in to learn: - How to define and score their highest-potential accounts - How to use Meta, YouTube, TikTok…
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Episode 189: The B2B marketing formula: how to grow globally (you scale on principles, not rules) with Louis Debatte-Monroy
In the new episode of Fullfunnel Live, we interview Louis Debatte-Monroy, Global Head of Marketing at Adyen. Tune in to learn: - How to build principles, not rules, to enable growth -The 4S Formula: how to stop complexity from killing growth - How to “sell” principles and a new operational system...
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Episode 188: The growth strategy for a challenger brand: how to compete with ABM giants 6sense and Demandbase with Dmitri Lisitski
In this episode of Full-Funnel Live, we invited Dmitri Lisitski, CEO & Co-founder of Influ2. Tune in for a conversation with the founder behind Influ2 on growing a challenger ABM brand in a market dominated by 6sense and Demandbase. We will revisit the gap spotted at a 2015 Demandbase conference,...
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Episode 187: GTM for growth markets with Koen Stam
In this episode of Full-Funnel Live, Andrei and Vlad are joined by Koen Stam, Director of International at Personio. Koen is a B2B SaaS revenue and Go-To-Market (GTM) expert with over 12 years of experience helping companies scale from $5M to $25M ARR. Specializing in building repeatable sales...
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Episode 186: How to run a global field marketing that generates pipeline with Lisa Schöberl
In this episode of Full-Funnel Live, Andrei and Vlad are joined by Lisa Schöberl, Global Head of Field, Partner & Customer Marketing at Agicap. They discuss how to build a global field marketing engine that generates real pipeline, not just leads. They cover how to align global strategy with...
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Episode 184: How to create awareness among strategic accounts with Andrei, Vladimir, Kerry & Matty
In this episode of Fullfunnel Live, we invited Kerry Cunningham (leads research at 6sense) and Matt Heinz (Heinz Marketing) who ran a couple of research studies interviewing B2B CMOs about what works today to create brand awareness. Tune in to learn: How buyers’s experience with the sales reps...
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Episode 183: How to build a global, AI-native ABM function with Tim Rutten
On March 26, we hosted the 7th Full-Funnel Summit. One of the most popular sessions was hosted by Tim Rutten, CMO at Backbase, where he shared how he created an AI-native GTM system. After the summit, a lot of people reached out to both Tim, asking where they could learn more, and me. We’ve been...
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Episode 182: B2B ADS masterclass with Shlomo Genchin
In this episode of Full-Funnel Live, Andrei and Vlad invited another speaker of the Full-Funnel Summit, Shlomo Genchin Shlomo gave a fantastic keynote about creative B2B ads that drive the pipeline. Today we want to dive a bit deeper into his technique, address some of the most common concerns…
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Episode 181: How to implement ABM strategy 3.0 with Andrei & Vladimir
In this episode of Full-Funnel Live, Andrei and Vlad explain what has been changed in ABM. Tune in to learn: How to pivot from the current ABM strategy to the new one? How does the new strategy impact full-funnel ABM playbooks? How to evaluate the efficiency of the new strategy? How to use AI…
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Episode 180: Lifecycle marketing in 2026: How to engage with buyers in AI era with Ashley Faus
It’s 2026, but still too many B2B companies treat marketing as a MQL factory in a linear funnel. Every interaction scored. Every behaviour is treated as a buying signal. Every nurture sequence designed to push someone toward a sales call they're not ready for. In this episode of Full-Funnel Live,...
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Episode 179: Account progression framework with Steve Armenti
For the new episode of Full-Funnel Live we've invited Steve Armenti, Founder & Head of ABM at twelfth agency. Before starting his agency, Steve spent 6 years at Google where he moved from a content marketer for Google Cloud to leading Global enterprise demand generation program. At this role he...
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Episode 178: B2B content flywheels that generate 80% of pipeline with Diandra Escobar
For the new episode of Full-Funnel Live we've invited Diandra Escobar, Founder of Distinctiva.io — the content strategist behind B2B brands generating 80% of their pipeline from LinkedIn organic. With her clients, Diandra replaces content calendars with content flywheels where every piece…
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Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell
For the new episode of Full-Funnel Live we've invited Lauren Goodell, CEO at Zinnia and former enterprise AE at Microsoft and Salesforce who hit 220% quota and made Chairman's Club. You now the harsh B2B marketing reality: enterprise deals take 12-18 months and involve 10+ stakeholders, but most...
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Episode 176: How to make your B2B brand famous with Tycho Luijten
In this episode of Full-Funnel Live, Andrei and Vlad invited Tycho Luijten, founder of Dapper Agency and creator of the Niche Famous Framework. They break down how B2B brands actually build fame in their market and stress-test the framework against real B2B enterprise challenges: long sales…
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Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz
For the new episode of Full-funnel live we’ve invited the legendary Matt Heinz to discuss how to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity. Tune in to learn: - How to handle revenue pressure and prove marketing impact on revenue within the long sales...
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Episode 174: How to talk with sales about ABM with Andrei & Vladimir
In this week’s episode of Full-Funnel Live, Andrei and Vlad break down the exact framework for having productive, outcome-driven conversations with sales about Account-Based Marketing. Tune in to learn: How to prepare for conversation with sales team about ABM How to find the best candidate to…
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Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir
In this episode of Full-Funnel Live, Andrei and Vlad break down how to create account-based playbooks that actually match how B2B buyers buy. Tune in to learn: Why ABM playbooks aren’t linear, and how to build for real-world back-and-forth buyer behaviour Why you need both timeline-based and...
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Episode 172: How to target accounts in 2026 with Andrei & Vladimir
In this episode of Full-Funnel Live, Vlad and Andrei break down the next evolution of ABM: the cluster strategy. They guide you beyond basic firmographics and into the methodology of grouping and engaging high-potential accounts with precision and repeatable efficiency. Join us to learn: Industry...
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pisode 171: Marketing role in ABM: what marketing must own and execute with Andrei & Vladimir
In this episode of Full-Funnel Live, Vlad and Andrei provide the definitive blueprint for marketing's responsibilities in a high-performing ABM program. They move beyond theory to give you a concrete list of what you should own, the processes you must drive, and the metrics that prove your…
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Episode 170: Balance and planning always-on and strategic marketing programs with Ashley Lewin
Vlad and Andrei were joined by special guest Ashley Lewin to break down a practical framework for building a marketing plan that drives consistent results and launches award-winning campaigns. Tune in to learn: • How to leverage GTM Focus Cycles in marketing planning? • How do you balance and...
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Episode 169: Why sales ignore marketing with Andrei & Vladimir
In this episode of Full-Funnel Live, Vlad and Andrei tackle the age-old problem head-on. They move beyond the blame game to uncover the real reasons for the disconnect and provide a practical blueprint for repair. If you've ever wondered why your sales team seems to be operating in a parallel...
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Episode 168: Audit ABM with Andrei & Vladimir
In this episode of Full-Funnel Live, Vlad and Andrei provide a definitive guide to ABM evaluation. They'll equip you with the frameworks and metrics you need to diagnose your program's health, identify hidden weaknesses, and demonstrate clear, tangible value to your leadership. Join us to learn:...
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Episode 167: Full-Funnel's Fundamentals with Andrei & Vladimir
In this episode of Full-Funnel Live, Andrei & Vlad are going back to basics with a deep dive into the core principles that power a successful, modern marketing strategy. 💡 Tune in to learn: • Full-funnel framework and 6 fundamental pillars • How to implement full-funnel strategy • How to...
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Episode 166: Sales in ABM: The good, the bad and the ugly with Andrei & Vladimir & Elric Legloire
In this episode of Full-Funnel Live, Vlad and Andrei are joined by special guest Elric Legloire to pull back the curtain on the sales team's critical role in Account-Based Marketing. We're moving beyond theory to tackle the real-world execution of ABM—the successes, the pitfalls, and the messy...
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Webinar: Misaligned Despite Our Best Intention. How to fix the marketing and sales silos with ABM with Mason Cosby
Struggling with misalignment between your marketing and sales teams? You’re not alone. Many organizations face friction when these critical teams operate in silos—leading to missed opportunities, wasted resources, and slower growth. In this webinar, we uncovered actionable strategies to bridge…
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Episode 165: ABM Program to Engage and Land Enterprise Sales Opportunities [Live Case Study]
In this episode Vlad and Andrei are going to share a live ABM case study of our client, Customs4trade, presenting an ABM program to engage and land enterprise sales opportunities. 🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ The exact playbooks Marketing & Sales use to win big deals ✅ How to align Sales…
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Episode 164: How to Use Signals in ABM: From Cold Outreach to Real Engagement with Andrei & Vladimir
Most ABM programs rely on 3rd party intent data and personalized outreach—but if your buyers don’t know you, no amount of personalization will move the needle. In this episode of Full-Funnel Live, Vlad and Andrei break down what top ABM programs get right: • Why 1st party signals are the real…
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Episode 163: ABM to professional associations [Live Case Study]
In this episode of FullFunnel Live, we dive deep into a real-world Account-Based Marketing (ABM) case study with our client, BenchPrep. Discover their proven playbook for targeting professional associations—what worked, what didn’t, and the key lessons learned. 🔹 What You’ll Learn: ✅ Live pilot...
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Episode 162: Role of Sales in ABM
In this episode of Fullfunnel Live, we discussed with sales leader the role of sales in ABM. Listen to learn: • The role of AEs and SDRs in the ABM program • The most successful account-based sales playbooks: key activities and metrics • How sales should collaborate with marketing in ABM 💡...
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Episode 161: How to run a successful ABM program
n this episode of Fullfunnel Live, we discussed with marketing leaders how to run a successful ABM program. Join to learn: • How to get buy-in and support for ABM from sales and leadership • How to set up a pilot ABM program: resources, budget, technology and timeline • How to report on ABM...
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Episode 160: Role of Sales in Demand Gen with Andrei & Vladimir
In this episode of Full-Funnel Live, Vlad and Andrei break down how sales can stop blaming marketing for a lack of awareness and inbound pipeline, and take an active role. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • Why modern sales teams actively participate in demand generation (and what that looks…
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Episode 159: Buyer Enablement: How to Influence the Buying Process and Get Chosen with Andrei & Vladimir
Most B2B teams still obsess over MQLs, discovery calls, and proposal stages—yet 90% of B2B buying happens during internal meetings, not sales calls. In this episode of Full-Funnel Live, Vlad and Andrei unpack 𝗵𝗼𝘄 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝘁𝗲𝗮𝗺𝘀 𝗰𝗮𝗻 𝘀𝘂𝗽𝗽𝗼𝗿𝘁 𝘀𝗮𝗹𝗲𝘀 𝗶𝗻...
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Episode 158: Capturing demand signals with Daniel Zsolt Rényi
𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • Capturing demand and engagement signals to identify highly engaged accounts • How to avoid account blindness in CRM • How to match your playbooks with the level of demand 💡 As always, we shared examples and answered your questions, making this episode a...
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Episode 157: Demand generation for long sales cycle with Andrei & Vladimir
In this episode of Fullfunnel Live, we talked about demand generation for long sales cycles. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • How long does it take to generate an enterprise sales opportunity • 3 levels of demand • Demand generation from the B2B buyer's perspective and how to influence it 💡 As...
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Episode 156: How to handle leadership objections about demand gen & ABM with Andrei & Vladimir
In this episode of Fullfunnel Live, we talked about how to handle leadership objections about demand gen & ABM. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • The root reasons behind sales and leadership pushback for demand gen and ABM • How to address the most common objections: the data and proof points…
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Episode 155: Demand Generation In Action: Real-world Examples with Andrei & Vladimir
In this episode of Fullfunnel Live, we shared behind-the-scenes and real world examples of demand generation in action. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • How to influence senior enterprise buyers who don't spend their days hanging out on LinkedIn • What is the role of sales in demand generation...
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Episode 154: Four ABM Programs That Drove $7m Pipeline
In this episode of Fullfunnel Live, we dived into a must-see topic for anyone focused on account-based marketing - 𝗙𝗼𝘂𝗿 𝗔𝗕𝗠 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝘀 𝘁𝗵𝗮𝘁 𝗗𝗿𝗼𝘃𝗲 $𝟳𝗠 𝗣𝗶𝗽𝗲𝗹𝗶𝗻𝗲. 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: • How to adapt your strategy for 𝗰𝗼𝗻𝘀𝗲𝗿𝘃𝗮𝘁𝗶𝘃𝗲 𝗺𝗮𝗿𝗸𝗲𝘁𝘀...
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Episode 153: Account-based content strategy: Fullfunnel.io Playbook with Andrei & Vladimir
In this episode of Fullfunnel Live, we explored the ins and outs of Account-Based Content Strategy and share the Fullfunnel.io Playbook for success. 🔑 In This Episode, You’ll Learn: - How to create a holistic ABM content strategy for 1:Many , 1:Few , and 1:1 engagement. - An in-depth look at our...
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Episode 152: Account-based content marketing: Certn Case Study with Ellen Kaross
In the new episode of Fullfunnel Live we'll share a live, step-by-step case study on mastering account-based content marketing with insights and actionable strategies. We invited our client, Ellen Kaross, a Global Marketing & Communications Manager at Certn to share: - How to support account…
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Episode 151: Account-based journeys: how enterprise sales reps create multi-channel journeys to book more calls with Magali Finet-Perdu
In the new episode of Fullfunnel Live we'll share a sales' perspective in a live, step-by-step case study of an ABM program to create enterprise opportunities in a highly competitive corporate learning market. We invited our client, Magali Finet-Perdu, a sales rep at CrossKnowlege to share:...
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Episode 150: The State of Full Funnel Marketing 2024 + Lessons for 2025 with Andrei & Vladimir
Every week, Andrei and Vlad speak to 5-10 B2B leaders about their GTM challenges, and work closely with teams as they implement evergreen revenue processes to accelerate pipeline and revenue growth. Join them in this special episode of FullFunnel Live - Andrei and Vlad will review what they…
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Episode 149: ABM expansion with Andrei & Vladimir
In the new episode of Fullfunnel Live we'll talk about ABM expansion. Join us to learn and discuss: -How to structure an expansion ABM program - the key steps - Expansion playbook example - How to align expansion with other ABM and demand gen programs RESOURCES On-Demand B2B Marketing Courses:...
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Episode 148: How to influence buyer journey with account based demand generation with Andrei & Vladimir
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to influence buyer journey with account-based demand generation. Join us to learn and discuss: - How to influence 3 stages of the buyer journey - The mix of content, channels and tactics you need to influence the…
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Episode 147: Account based content with Andrei, Vladimir & Amy Loesch
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic a live, step-by-step case study of an ABM program for a niche market that you don't normally associate with ABM: real estate. We invited our client, Amy Loesch, former CMO at CHARLESGATE, a Boston-based real estate…
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Episode 146: How to build a B2B marketing function that influences the whole buyer journey with Andrei & Vladimir
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to build a B2B marketing function that influences the whole buyer journey. Join us to learn and discuss: - 5 step process we use to align marketing & sales with the buying process of our target accounts - How to...
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Episode 145: Adapting Global Marketing Programs To The New Markets and Segments with Andrei & Vladimir
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to adjust your GTM strategy and marketing programs to new markets and segments to drive revenue (not a frustrated regional team). Join us to learn and discuss: The most common mistakes when trying to adopt a successful...
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Episode 144: How to plan long term marketing and sales programs with Andrei & Vladimir
OPTIMIZE YOUR BUYER JOURNEY With Mouseflow’s heatmaps and session recordings, you’ll easily understand the why behind the drop-offs and optimize those user journeys to drive more meaningful conversions. Try for free here: https://bit.ly/47lmfI5 In the new episode of Fullfunnel Live we'll share…
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Episode 143: Supercharge Your Go-To-Market Strategy with Full-Funnel Go-To-Market Template with Andrei & Vladimir
Join us to learn and discuss: - How to use a Full-Funnel Go-To-Market strategy review template - How to define which areas should be improved, where you need to focus and what to remove. REMOVE FRICTION FROM THE BUYING PROCESS With Mouseflow, you can track where potential buyers are getting stuck...
About this show
Welcome to the Full-Funnel B2B marketing podcast hosted by Andrei Zinkevich and Vladimir Blagojevic from FullFunnel.io.
Every week with B2B marketing professionals we dive deeply into topics as a B2B marketing strategy, full-funnel marketing, demand generation, lead nurturing, sales and marketing alignment, sales and marketing automation, content marketing and account-based marketing (ABM).
Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth.
Learn more about full-funnel b2b marketing here: https://fullfunnel.io
Hosted by
Andrei Zinkevich