Vladimir Blagojevic & Andrei Zinkevich – Full-Funnel B2B Marketing Academy

Here’s What You Get:

Introducing: FullFunnel Academy

FullFunnel Academy will take you on a step-by-step journey of implementing a marketing function to generate stable demand, land and expand 5+ figure deals, and predictably drive revenue.

With the Full-Funnel Academy

You can define and implement a full-funnel program yourself and with a small pilot team, without experimenting, relying on your gut feeling or copying others when making strategic decisions, and launching new marketing programs. You will finally be able to confidently focus on 20% of buyers, content, channels and campaigns that generate 80% of revenue

Full-Funnel Academy is a right fit if you:

• Work at or consult B2B companies with high ACV (>$30k), and long sales cycle
• Are not sure how to develop the ICP and introduce account-based marketing, demand generation, and exactly which steps to take and in which order.
• You’re sick of being treated as an order-taker by sales and execs, forced to run outdated playbooks, and then being blamed when your leads don’t convert to SQLs
• Want to develop (or transform) your marketing function and strategy, to make a bigger impact on revenue
• You understand that marketing should be done differently, and try to present the ideas, but they get shut down in the process

How is FullFunnel Academy different from other B2B marketing courses:

Focus on B2B companies with high ACV and long sales cycles

Since 2007, we work with one market: B2B tech with 5+ figure deal sizes, and long and complex sales cycles. Every single strategy, framework and tactic we teach in FullFunnel Academy has been battle tested with a business like yours.

Full-funnel marketing across your ICPs buying journey

Other courses teach you a partial solution that only addresses some buyers during a part of their buying journey. With FullFunnel Academy, you’ll implement a proven process for the complete buying committee, across their whole buyer journey.

Personal feedback and advice

Academy members can ask feedback or advice from our founders, Andrei and Vlad. We are still in the trenches, know the ins and outs of B2B businesses with high ACV and complex sales cycles, so you get access to 34 years of our combined experience and knowledge.

Practical playbooks

We don’t teach theoretical models and leave you wondering how to actually implement them in practice. In the academy, you will find step-by-step playbooks we use every day, and that drive millions of revenue for our clients (B2B tech companies with high ACV and long sales cycle like you).

FullFunnel Academy Courses and Playbooks

1. Strategy: Lay the foundations, tailor your full-funnel program and get the management buy-in

Develop a strategy based on how YOUR best customers buy, tailored YOUR market, product and the resources that you have available. Our playbooks will help you:

• Get a buy-in from management to implement demand generation and account-based marketing programs
• Develop an Ideal Customer Profile, including the buying committee, account segmentation and detailed account (dis)qualification criteria
• Map out the buying journey, and the priority channels and content to attract the attention of target buyers, educate them, and generate demand for our product You will tailor your full-funnel program based on the buying journey.
• Develop and validate positioning and value proposition that clearly differentiate your solution and position it as a natural choice to your ideal buyers
• Get marketing & sales alignment on goals, ICP, campaigns, and leads hand-off process
• Build a unified marketing & sales report connecting all marketing activities to revenue even if your sales cycle is long

2. Awareness & demand generation for mid-market and enterprise accounts

Develop a unique blend of activities to create awareness with your ideal buyers and generate demand for your product. FullFunnel Academy includes strategies and 10+ step-by-step playbooks to:

• Generate content for each step of the buying journey
• Drive niche thought leadership that attracts attention of 5+ figure buyers and builds brand awareness and credibility
• Quickly grow your audience and credibility through content co-creation and influencer marketing
• Nurture and educate your buyers through podcasting, newsletters, webinars and large virtual events
• Set up ongoing content distribution and repurposing to get your content in front of your ideal buyers
• Create an always-on demand generation calendar that makes your buyers say “I see you guys everywhere”
• Effectively capture the demand

3. Account-based marketing

Develop an Account-Based Marketing program to identify and target high-value accounts with a need for your product, warm up the buying committee and generate sales opportunities. FullFunnel Academy includes strategies and nine step-by-step playbooks to:

• Use intent data to build a list of accounts with a need for your product, and drive timely and personalized campaigns
• Create awareness inside the target account’s buying committee, connect and engage them (five ABM warm-up playbooks)
• Run account and buyer research
• Create a 1-1 marketing campaigns for strategic accounts, including value proposition and content mapping, and creating and distributing 1:1 personalized solutions and personalized content hubs
• Run a multichannel, multitouch sales follow up to create sales-qualified opportunities
• Create an account-based marketing dashboard and report, and track the right metrics depending on your ABM goals

4. Pipeline acceleration, account expansion and renewal

Most B2B marketing teams stop marketing once the sales opportunity has been generated. Full-funnel marketers know that often, the biggest opportunity lies in the existing accounts and pipeline. Full-funnel academy includes four strategies and playbooks to:

• Create a buyer-enablement program and help sales drive consensus in the buying committee
• Set up a pipeline acceleration campaign, to help sales close more deals, faster
• Create campaigns for existing accounts, helping drive contract renewals, expansions and upsells

5. BONUS: ABM on LinkedIn

While the Academy programs work even if your buyers are not active on social platforms, or you are targeting niche, conservative markets — due to a popular demand, we’ve included a comprehensive course about ABM on LinkedIn, including guides and playbooks for:

• A practical content strategy to produce a backlog of relevant ideas, and a simple framework to write LinkedIn content efficiently
• Start timely conversations and build relationships — without salesly or spammy outreach (40%+ response rate)
• Growing an engaged audience of buyers, partners and industry influencers
• A buyer-centric LinkedIn profile that positions you as a trusted advisor and clearly communicates how you are different and worth buying

All courses and playbooks

Once you implement the foundation and create the program that makes sense for your market and your team, you can pick the courses and playbooks that cover pretty much anything you need to implement full-funnel marketing. Note about presentation of the courses below: We could design a simple course cover for each of these below. It would just show the title, and on mouse hover, it could display a dark transparent overlay with the description.