Épisodes

  • Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell

    Episode 177: How to generate enterprise deals with human-first selling with Lauren Goodell
    Mar 2 2026
    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 and battle cards, but with the research, POVs, and nurture support that top sellers wish they had.

    Tune in to learn:

    - How CMOs can facilitate the shift of sales team from "always be pitching" to relationship-first
    - The actual research process behind winning enterprise deals: where to look, what information to find, and how marketing can help
    - How to nurture enterprise buyers across long sales cycles
    - How marketing and sales should work together so sellers think “oh, marketing made this easier”

    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: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    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: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Lauren on Linkedin: https://www.linkedin.com/in/lauren-goodell/
    Afficher plus Afficher moins
    49 min
  • Episode 176: How to make your B2B brand famous with Tycho Luijten

    Episode 176: How to make your B2B brand famous with Tycho Luijten
    Feb 23 2026
    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 when your CFO calls brand “a nice-to-have”
    - How to make “niche famous” work in enterprise B2B with 18-month sales cycles and 500 target accounts⁠

    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: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Tycho on Linkedin : https://www.linkedin.com/in/mattheinz/
    Afficher plus Afficher moins
    1 h et 7 min
  • Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz

    Episode 175: How to grow in 2026 with long sales cycles, tighter budgets and limited marketing capacity with Matt Heinz
    Feb 16 2026
    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 to pull in 2026 to enable growth if your team doesn’t have capacity and your budget was cut?

    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: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Matt on Linkedin : https://www.linkedin.com/in/mattheinz/
    Afficher plus Afficher moins
    59 min
  • Episode 174: How to talk with sales about ABM with Andrei & Vladimir

    Episode 174: How to talk with sales about ABM with Andrei & Vladimir
    Feb 9 2026
    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 our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Afficher plus Afficher moins
    1 h et 8 min
  • Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir

    Episode173: How to Create an Account-Based Playbook For Long Sales Cycles and Multiple Decision-Makers with Andrei & Vladimir
    Dec 22 2025
    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 B2B Marketers: https://fullfunnel.io/marketing-newsletter/

    Join our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Afficher plus Afficher moins
    1 h et 14 min
  • Episode 172: How to target accounts in 2026 with Andrei & Vladimir

    Episode 172: How to target accounts in 2026 with Andrei & Vladimir
    Dec 15 2025
    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: https://fullfunnel.io/marketing-newsletter/

    Join our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Afficher plus Afficher moins
    1 h et 15 min
  • pisode 171: Marketing role in ABM: what marketing must own and execute with Andrei & Vladimir

    pisode 171: Marketing role in ABM: what marketing must own and execute with Andrei & Vladimir
    Dec 8 2025
    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 Marketers: https://fullfunnel.io/marketing-newsletter/

    Join our community for B2B marketers - The Trenches: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Afficher plus Afficher moins
    1 h et 12 min
  • Episode 170: Balance and planning always-on and strategic marketing programs with Ashley Lewin

    Episode 170: Balance and planning always-on and strategic marketing programs with Ashley Lewin
    Nov 25 2025
    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

    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: https://trenches.community/

    Upcoming events: https://lu.ma/fullfunnel/events

    Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog

    Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
    Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
    Ashley on Linkedin: https://www.linkedin.com/in/ashleylewin/
    Afficher plus Afficher moins
    55 min