Podcast · Business

Full-Funnel B2B Marketing Show

by Andrei Zinkevich · English · Business

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

New episodes: Weekly
Typical length: 1 hr 4 min
Latest: 9 Oct 2026
Language: English

Latest episode

9 Oct 2026 · 1 hr 3 min

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, Reddit, and LinkedIn in one ABM program: what creatives work today - Live case study: How Tabs run ABM ads strategy across different tiers of their strategic accounts - How to measure ABM ads strategy when the goal is awareness and engagement RESOURCES On-Demand B2B Marketing Courses:…

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Earlier episodes 29 most recent

2 Oct 2026 · 1 hr 1 min
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 internally and handle the resistance - The corporate content strategy in AI era: how to stay relevant and engage target buyers RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:…
28 Sep 2026 · 1 hr 2 min
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, the positioning and differentiation that launched Influ2, and what he deliberately refuses to compete on. We discussed the GTM strategy past and present, where to spend without big budgets, scaling marketing and sales, building a lean ABM team, and keeping alignment. Plus, how to measure and prove…
22 Sep 2026 · 1 hr 11 min
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 systems, he helps founders and revenue leaders replace erratic individual performance with scalable growth engines. You'll learn: GTM strategy: How to structure inbound, outbound, and partner strategies across SMB, Mid-Market, and Enterprise for a growth market Playbooks & Execution: How to build…
18 Sep 2026 · 1 hr 8 min
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 regional execution, earn sales trust, and measure what actually matters. What you'll walk away with: A framework for structuring field marketing as a revenue engine, not a cost center Practical examples of global vs. local alignment A clear understanding of what to measure and what to stop measuring A…
7 Jul 2026 · 1 hr 3 min
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 influences the purchase decision What works today to create awareness among strategic accounts How to measure brand awareness among strategic accounts RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:…
8 Jun 2026 · 1 hr 4 min
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 working with Tim and the Backbase team for almost a year. So instead of repeating the summit keynote, we decided to chat about how to build a global, AI-native ABM function. Tune in to learn: The step-by-step process to build a global ABM function gradually How to structure cross-functional teams and…
4 May 2026 · 59 min
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 from B2B companies, and walkthrough a live example of ads creation. Tune in to learn: How to target conservative and sceptical buyers who might perceive fun ads as unprofessional? How to apply a “test small, scale fast” framework across long sales cycles? The step-by-step and the live process to create…
27 Apr 2026 · 1 hr 12 min
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, and what tools to add to the tech stack? RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/ Join our community for B2B marketers - The Trenches:…
20 Apr 2026 · 55 min
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, Andrei and Vlad invited Ashley Faus, Head of Lifecycle Marketing at Atlassian, to fix that. Tune in to learn: ⁠- How lifecycle marketing got hijacked by MQL thinking and what it actually looks like in 2026 - The playground model: how to design buyer journeys that match how people actually research,…
23 Mar 2026 · 54 min
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 successfully increased SQL quality score from 35% to 85% in under one year. One of the keys to success was directly partnering with the SDR team to quantify shared OKRs that drove cross-functional improvements across both teams. We're going to break down exactly how you can achieve exactly the same…
17 Mar 2026 · 1 hr 9 min
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 compounds on the previous one. One client scaled from $1.2M to $3.6M ARR through LinkedIn alone. Another attributes 80% of leads to LinkedIn organic. Another one reports their newsletters are hitting 60%+ open rates. We're going to break down exactly how B2B CMOs can implement content flywheels to generate…
2 Mar 2026 · 49 min
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 sellers act in "always be pitching" mode. Lauren did it differently to win enterprise deals. She knew her buyer's dogs' names. She knew how the CFO was compensated. She knew exactly which jokes would land. We break down how marketing can actually enable human-first selling—not with more slide decks…
23 Feb 2026 · 1 hr 7 min
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 cycles, tiny teams, and skeptical leadership. Tune in to learn: - How to become the first brand your buyer thinks of — even with a 2-person content team, zero video capability, and a CEO who wants you to “go broad” - The actual process, resources, and costs behind viral B2B content — and how to prove ROI…
16 Feb 2026 · 59 min
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 cycles? - What do B2B CMOs do differently to grow in 2026 while handling revenue pressure and requests to deploy AI and ABM? - How to get buy-in from CEO and CFO to shift from demand gen and MQLs to revenue marketing? - How to handle forecast and defend budget for long sales cycles? - Which growth lever…
9 Feb 2026 · 1 hr 8 min
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 run a pilot program together⁠ How to ensure the sales rep will prioritze pilot, and not lead gen KPIs RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/ Join…
22 Dec 2025 · 1 hr 14 min
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 signal-based playbooks How to align the playbooks with the buyer journey stage The importance of multithreading—and how to maintain momentum during long dormant periods RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For…
15 Dec 2025 · 1 hr 15 min
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 vs job role vs use case targeting How to select the target cluster of accounts How to plan cluster programs RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:…
8 Dec 2025 · 1 hr 12 min
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 impact. Tune in to learn: What marketing owns What are the playbooks and process marketing must run together with sales What are marketing responsibilities and KPIs RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B…
25 Nov 2025 · 55 min
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 plan always-on and strategic programs? •⁠ ⁠How do you budget and forecast them? •⁠ ⁠How do you distribute tasks across your small marketing team? •⁠ ⁠How do you involve sales in any of these programs? •⁠ ⁠How do you measure the efficiency of long-term marketing programs and report on them? RESOURCES…
18 Nov 2025 · 1 hr 13 min
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 universe, this conversation is for you. Tune in to learn: - What sales actually want from marketing - The real reasons why sales don’t follow up with marketing leads and ignore marketing content - How to fix collaboration with sales RESOURCES On-Demand B2B Marketing Courses:…
10 Nov 2025 · 1 hr 14 min
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: How to evaluate if you’re running ABM program according to best practices How to evaluate gaps in the ABM program that lead to poor performance Evaluating ABM efficiency with leading and lagging indicators, and pipeline metrics RESOURCES: On-Demand B2B Marketing Courses:…
4 Nov 2025 · 1 hr 14 min
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 measure full-funnel marketing RESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/ Join our community for B2B marketers - The Trenches:…
27 Oct 2025 · 1 hr 11 min
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 details that make or break a program. Tune in to learn: - The role and responsibilities of sales team in ABM - Account prioritization - what companies to select for 1:1 ABM - Account planning - how to holistically engage the buying committee - How to leverage business dinners to engage target accounts…
3 Jul 2025 · 1 hr 6 min
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 the gap between marketing and sales, ensuring seamless collaboration and revenue growth. 🔍 𝗪𝗵𝗮𝘁 𝗬𝗼𝘂’𝗹𝗹 𝗟𝗲𝗮𝗿𝗻: ✅ Why Are We Misaligned? – The root causes of disconnect between marketing and sales. ✅ What Does Sales Really Want? – How marketing can better support sales priorities. ✅ Balancing Brand…
2 Jun 2025 · 59 min
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 & Marketing for maximum impact ✅ The critical role of SDRs in ABM (straight from an SDR) ✅ How to report ABM results to leadership (and prove ROI) Don’t miss this deep dive into ABM that actually works 👋 RESOURCES On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/ Full-Funnel Insider - A…
27 May 2025 · 1 hr 4 min
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 ABM gold—and how to generate them •⁠ ⁠How to build a sequence of value-added activities that move target accounts from cold to connected •⁠ ⁠What high-performing ABM programs actually do: from LinkedIn “account love letters” to expert roundups and content hubs •⁠ ⁠The mix of 1:Many, 1:Few, and fully…
19 May 2025 · 55 min
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 program results – See the real impact of ABM ✅ Key playbooks executed – Tactics that drove success (and what flopped) ✅ Top mistakes B2B teams make when launching ABM (and how to avoid them) ✅ How to get sales & leadership buy-in for ABM success 🎯 Walk away with actionable strategies, real examples,…
5 May 2025 · 52 min
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 💡 As always, we share real live examples and answer your questions, making this episode a must-watch for marketers and sales professionals alike. 📌 Don’t forget to like, comment, and subscribe for more insights on ABM, content strategy, and B2B marketing! RESOURCES On-Demand B2B Marketing Courses:…
28 Apr 2025 · 1 hr
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 to avoid internal conflicts •⁠ ⁠The most successful ABM playbooks that generated pipeline and revenue 💡 As always, we share real live examples and answer your questions, making this episode a must-watch for marketers and sales professionals alike. 📌 Don’t forget to like, comment, and subscribe for…

About Full-Funnel B2B Marketing Show

Full-Funnel B2B Marketing Show is a English business podcast from Andrei Zinkevich. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Andrei Zinkevich
Language: English
Category: Business
New episodes: Weekly
Typical length: 1 hr 4 min
Latest episode: 9 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1414178538
Rights: Copyright Andrei Zinkevich

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