0 to B2B demand generation: Fullfunnel io framework and case study
B2B demand generation bootcamp: https://fullfunnel.io/demand-generati...
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl...
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
We’re sharing with Vladimir Blagojević:
a detailed breakdown of each of the demand gen pillars I mentioned,
our demand capturing and activation playbooks
8 principles to maximize the results you get from demand generation
Fullfunnel.io Case Study
We landed 72 inbound opportunities and over $1 mln maintaining a simple demand gen strategy with just 2 FTEs in the 1st year. Here are 8 pillars of Fullfunnel.io demand strategy.
1. DAILY LINKEDIN THOUGHT LEADERSHIP AND ENGAGEMENT.
Every workday, I and Vladimir post actionable content about account-based demand generation and proactively engage with 4 audiences:
Engagers
ICP
Media (podcast hosts, community admins, newsletters)
Partners
As a result, 91% of our inbound requests mention LinkedIn as the channel where they first heard about us.
2. MONTHLY WEBINARS.
Every month we host an educational webinar with tech companies that serve similar audiences - B2B tech companies with high ACV.
We don't pitch, both promote with a partner the event, expand the network and generate awareness and demand.
In 2021-2022, we hosted 9 webinars with Chili Piper, Nick Bennett, lemlist and ourselves that:
Generated 4 clients
15 opportunities
Generated 2723 sign-ups
3. MONTHLY CASE STUDIES.
Every month we promote an actionable case study with the details of the campaign we launched with one of our clients. These case studies create demand and influence the decision process of prospects.
4. WEEKLY FULL-FUNNEL INSIDER NEWSLETTER.
Every week we send a Full-Funnel Insider newsletter where we describe one of our frameworks in detail and add relevant complimentary articles and interviews.
We treat it as a micro-blog.
5. WEEKLY LIVE FULL-FUNNEL PODCAST.
Instead of pre-recorded episodes we bring top-notch B2B marketers, do live experiments and invite our community. We promote episodes together that give additional exposure.
Only the last 3 episodes with Justin Rowe, Fran Langham and Gaetano Nino DiNardi generated 1042 .
6. ANNUAL FULL-FUNNEL B2B MARKETING SUMMIT.
This year we invited 17 speakers and hosted a 3-day virtual summit that was attended by 5.5k+ B2B marketers.
7. CONTENT DISTRIBUTION.
We don't overwhelm our audience by posting about the same piece of content every single day and proactively distribute it in the first two weeks after publishing it.
Later, we promote it selectively among strategic accounts.
8. PERIODIC GUEST POSTS AND PODCAST APPEARANCES.
We have published several articles on well-known resources like
CXL, MarketingProfs, Terminus, and Sales Hacker, that not only creates awareness on target market but creates great social proof for our brand.
5 things that made our demand gen strategy successful:
Long-term mindset
Consistency
Starting small and gradually adding demand activities
Diversified content strategy.
Demand capturing and activation playbooks.