Full-Funnel B2B Marketing Show

Hosted by Andrei Zinkevich

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191

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Oct 2026

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About the show

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 alignment, sales and marketing automation, content marketing and account-based marketing (ABM). Our goal is to share proven advice with B2B marketers & foundersof tech companies to increase their sales pipeline, scale revenue, and customer growth. Learn more about full-funnel b2b marketing here: https://fullfunnel.io

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60 recent

October 20, 202653 min

Episode 191: How to create fully personalized lead nurturing programs for enterprise buyers with Jon Miller

In the new episode, Jon Miller is joining us to show how AI-native marketing automation can help create a personalized engagement plan for every buyer based on who they are, what is happening across their account, and how their buying group is engaging. Tune in to learn: - Seven ways AI changes what marketing automation is - How to use everything you know about a person, their account, and the wider buying group to determine what they should receive next - How to create an individual buyer playlist that coordinates content, offers, channels, timing, and sales outreach - How to combine planned campaigns, signals, and always-on nurturing into meaningful journeys - How to adapt the nurturing journey as buyers engage, respond, and move through a long enterprise buying process 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/ Jon on Linkedin: https://www.linkedin.com/in/jonmiller2/

October 9, 20261 hr 2 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: 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/ Keith on Linkedin: https://www.linkedin.com/in/keithputnamdelaney/

October 2, 20261 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: 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/ Louis on Linkedin: https://www.linkedin.com/in/louisdebatte/

September 28, 20261 hr 1 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 ABM pipeline contribution to a skeptical CMO or CFO beyond MQLs and impressions, and where AI strategy is actually heading. Tune in to learn: How to grow in the market dominated by “big whales” like 6sense and Demandbase: the growth strategy, positioning and differentiation How to structure marketing and sales as you scale and how to build a lean and effective ABM team ABM reporting and metrics: how to measure ABM and prove pipeline contribution to CFO, beyond MQLs and impressions? 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/ Dmitri on Linkedin: https://www.linkedin.com/in/lisitski/

September 22, 20261 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 structured systems, coaching frameworks, and checklists for consistent revenue growth. High-Performing Teams: how to hire, develop, and structure commercial teams with clear accountability. 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/ Koen on Linkedin: https://www.linkedin.com/in/koenstam87/

September 18, 20261 hr 7 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 post-event strategy that actually accelerates pipeline 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/ Lisa on Linkedin: https://www.linkedin.com/in/timrutten/

July 7, 20261 hr 2 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: 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/ Kerry on Linkedin: https://www.linkedin.com/in/kerrycunningham/ Matt on Linkedin: https://www.linkedin.com/in/mattheinz/

June 8, 20261 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 handle the resistance How to track ABM performance across long sales cycles How to integrate AI in ABM: an overview of the core processes and signal engine 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/ Tim on Linkedin: https://www.linkedin.com/in/timrutten/

May 4, 202659 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 fun B2B ads that generate pipeline 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/ Shlomo on Linkedin: https://www.linkedin.com/in/shlomogenchin/

April 27, 20261 hr 11 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: 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/