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Full Funnel Workshop

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.

Uploaded by

Ismael Briasco
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71 views52 pages

Full Funnel Workshop

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.

Uploaded by

Ismael Briasco
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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Full Funnel Lead

Generation And Sales

Andrei Zinkevich www.getleado.com andrei@getleado.com


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:
andrei@getleado.com

LinkedIn:
www.linkedin.com/in/azinkevich

Learn more and apply here:


getleado.com/consulting/

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