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    Full Funnel Workshop

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    Ismael Briasco
    The document discusses full-funnel marketing and sales and outlines a 12-step process for implementing it. It explains key concepts like ideal customer profiles, buying committees, customer journeys, metrics, and more. The document is intended to help companies align their marketing and sales using a full-funnel approach.

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    Full Funnel Workshop

    Uploaded by

    Ismael Briasco
    42 views52 pages
    The document discusses full-funnel marketing and sales and outlines a 12-step process for implementing it. It explains key concepts like ideal customer profiles, buying committees, customer journeys, metrics, and more. The document is intended to help companies align their marketing and sales using a full-funnel approach.

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    Full-Funnel-Workshop

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    The document discusses full-funnel marketing and sales and outlines a 12-step process for implementing it. It explains key concepts like ideal customer profiles, buying committees, customer journeys, metrics, and more. The document is intended to help companies align their marketing and sales using a full-funnel approach.

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    42 views52 pages

    Full Funnel Workshop

    Uploaded by

    Ismael Briasco
    The document discusses full-funnel marketing and sales and outlines a 12-step process for implementing it. It explains key concepts like ideal customer profiles, buying committees, customer journeys, metrics, and more. The document is intended to help companies align their marketing and sales using a full-funnel approach.

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    You are on page 1of 52

    Full Funnel Lead

    Generation And Sales

    Andrei Zinkevich www.getleado.com [email protected]


    About me
    Founder @Getleado (Full-funnel B2B
    marketing for Tech and service-based
    companies)

    Founder @ROIplan (marketing planning


    platform that helps marketing teams to align
    marketing with sales, business goals and focus
    on the experiments which can generate the
    highest possible ROI)

    Author @LinkedIn B2B Marketing Inbound


    book ( it was awarded as the best B2B
    marketing ebook and was included to 100
    Best B2B Marketing Books of All Time by
    Bookauthority).

    Founder of B2B Marketers&Founders


    community

    14 years in B2B Marketing and Sales


    I’ve helped 30+ B2B companies to scale
    revenue as a consultant since 2013 and
    taught 100+ students the Full-Funnel B2B
    marketing framework all across the globe.
    Company-Centric
    Sales Funnel
    Company-Centric Sales Funnel

    Demand generation

    Paid acquisition Outbound Events

    Discovery call

    Proposal

    Deal Won Deal Lost


    What’s missing?
    1 Buying committee
    Buying committee.

    Buying process

    Bottlenecks and blockage points


    2 Buying process
    Buying committee.

    Buying process

    Bottlenecks and blockage points


    What do these
    facts mean?

    ?
    Full Funnel
    (Customer-centric)
    Marketing And Sales
    What is full funnel marketing?
    12-Step Implementation Process
    01 Market
    Segmentation
    What do these companies have
    in common?
    02 Develop
    An ICP
    Our target audience is marketers
    from the North America
    Ideal Account Description
    Buying Committee
    Enrich ICP with customer interviews
    03 Define The Buying
    Committee
    Why do we need to define the
    buying committee?
    The 4 core roles
    Champion Decision
    A person who is in charge A person who
    of research/end user approves the deal

    Influencer Blocker
    A person who doesn’t A person who is not
    negotiate with you but can interested into pushing
    influence the deal your deal forward
    04
    Define Buying
    Process (Customer
    Journey)
    Identify the buying
    process of every
    buying committee
    member
    Identify the buying process
    05
    Define The Steps To
    Address The Buying
    Process
    Address the customer journey
    06
    Define Demand
    & Lead Generation
    Channels
    Run in-depth customer
    interviews
    07 Define Right
    Metrics
    Not all campaigns
    attribute to revenue
    The most
    important metrics
    1st layer:

    Revenue
    Sales Cycle Length
    Average deal value
    Sales opportunities

    2nd layer metrics

    Connections with target accounts


    Engagement with target accounts
    (conversations, getting them
    into campaigns)
    08 Develop Sales
    Process
    Develop the sales process
    based on the customer journey
    09 Develop Lead
    Nurturing
    At any given time, only 3% of
    your market is actively buying.
    56% are not ready, 40% are
    poised to begin [Vorsight]
    Define the engagement sequences
    Define the content and segmentation
    Personalize CTAs
    10
    Develop Post-Sales
    And Expansion
    Processes
    Acquire and expand
    11
    Set Up Organizational
    Resources For Every
    Step
    Define roles and align them with stages
    12
    Develop A Full
    Funnel Marketing
    Plan
    Map out all the marketing activities
    Plan and orchestrate demand
    generation campaigns
    Want to implement the
    full funnel marketing?
    The Full-Funnel
    Academy
    Platform with 100+ marketing
    videos for B2B marketers

    Group coaching

    Workshops

    Individual sprints

    One-to-one collaboration
    and office hours
    Contact me
    email:
    [email protected]

    LinkedIn:
    www.linkedin.com/in/azinkevich

    Learn more and apply here:


    getleado.com/consulting/

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