Muhmamad Bilal H.’s Post

Full-Funnel B2B Marketing explained. 0. 𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 = replicate your best deals. - Firmographics and technographics criteria - (Dis)qualification criteria that help you prioritize accounts with a need, and that you have a reasonable chance of winning and retaining over the long time - Buying committee structure - Account segmentation criteria - Buyer journey: where and how they learn, discover and buy a solution like yours 1. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 = consistent stream of high-quality expert content aligned with the buying journey, created for places where your buyers hang out and learn + clear messaging on how you're different and worth buying. 2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 on high-intent channels + retargeting. Buyers that are ready to buy will reach out to you. Work on making that process frictionless. Keep nurturing with relevant product marketing, social proof and relevant CTAs. In parallel, prioritize engaged, high value accounts for your ABM program. 3. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐚𝐭𝐢𝐨𝐧 for Account-Based Marketing, based on: - Revenue potential. In ABM, we want to focus on high revenue potential clients (Tier 1 & Tier 2) - Level of vendor awareness and engagement with your brand and demand generation campaigns - Product-need evidence - Relationships that we have with the buying committee 4. 𝐅𝐮𝐭𝐮𝐫𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝐅𝐞𝐰), where marketing and sales work together to nurture and develop relationships with multiple buyers, and qualify the need. 5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝟏). Here, we collect all the available information about the needs, goals, KPIs and challenges of the individual buyers, and map the value proposition and content to accounts and buyers. Based on these insights, we create and distribute personalized solutions, effectivelly creating 1:1 account-based marketing. 6. 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧, where marketing works with sales to accelerate the buyer journey of the stale deals, and re-engage the target buyers. 7-10. 𝐀𝐝𝐯𝐨𝐜𝐚𝐜𝐲, 𝐞𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗲𝗻𝗲𝘄𝗮𝗹𝘀. If the deal is won, we'll move it to customer success, and after successful implementation, we can start working on expansion, and later renewals. 11. 𝗡𝗲𝘃𝗲𝗿 𝘀𝘁𝗼𝗽 𝗻𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴 Even if you select the right accounts, and you run a perfect campaign, not all accounts are going to convert into a deal right away. But this doesn’t mean that you should stop marketing to them, as the opportunity might appear in the coming quarters. That’s why we move these accounts to nurturing & demand generation programs, so that you stay top of their mind until they're ready to buy. --- The era of a lead generation and siloed marketing and sales teams passed many years ago. To win today, you need #fullfunnel #b2bmarketing, including brand awareness, #demandgeneration and #ABM programs.

Business-to-Business (B2B) marketing is crucial for businesses for several reasons: Extended Sales Cycle: In B2B business, the sales & purchase cycle lasts longer (a few months or more). Therefore, different strategies and actions are required to market products and services to B2B prospective clients. Complex Products and Services: B2B products are complex, and most of the times the product features are not clearly visible. Hence, B2B marketing has to be intricate, subtle and technical to make the content persuasive and understandable to the users. Different Buying Emotions: B2B marketing requires touching the emotions and motivators to win the trust of your buyers. Even though your prospective buyers are businesses, they are owned and operated by humans. Reach a Larger and More Targeted Audience: Unlike B2C marketing, which focuses on individual consumers, B2B marketing targets decision-makers and influencers in various organizations. This means you can reach a more specific and relevant audience that is interested in your products or services. Establish Authority and Credibility: By providing valuable and informative content to your B2B audience, you can showcase your expertise and knowledge in your industry. Generate More Qualified Leads and Conversions: B2B buyers tend to have a longer and more complex buying journey than B2C buyers. They often need more information, research, and evaluation before making a purchase decision. Increase Sales and Revenue: By generating more qualified leads and conversions, you can increase your chances of closing more deals and generating more revenue for your business.

Full-Funnel B2B Marketing explained. 0. 𝗜𝗱𝗲𝗮𝗹 𝗖𝘂𝘀𝘁𝗼𝗺𝗲𝗿 𝗣𝗿𝗼𝗳𝗶𝗹𝗲 = replicate your best deals. - Firmographics and technographics criteria - (Dis)qualification criteria that help you prioritize accounts with a need, and that you have a reasonable chance of winning and retaining over the long time  - Buying committee structure - Account segmentation criteria - Buyer journey: where and how they learn, discover and buy a solution like yours 1. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗴𝗲𝗻𝗲𝗿𝗮𝘁𝗶𝗼𝗻 = consistent stream of high-quality expert content aligned with the buying journey, created for places where your buyers hang out and learn + clear messaging on how you're different and worth buying. 2. 𝗗𝗲𝗺𝗮𝗻𝗱 𝗰𝗮𝗽𝘁𝘂𝗿𝗲 on high-intent channels + retargeting. Buyers that are ready to buy will reach out to you. Work on making that process frictionless. Keep nurturing with relevant product marketing, social proof and relevant CTAs. In parallel, prioritize engaged, high value accounts for your ABM program. 3. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐩𝐫𝐢𝐨𝐫𝐢𝐭𝐢𝐳𝐚𝐭𝐢𝐨𝐧 for Account-Based Marketing, based on: - Revenue potential. In ABM, we want to focus on high revenue potential clients (Tier 1 & Tier 2) - Level of vendor awareness and engagement with your brand and demand generation campaigns  - Product-need evidence  - Relationships that we have with the buying committee 4. 𝐅𝐮𝐭𝐮𝐫𝐞 𝐩𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝐅𝐞𝐰), where marketing and sales work together to nurture and develop relationships with multiple buyers, and qualify the need. 5. 𝐀𝐜𝐜𝐨𝐮𝐧𝐭 𝐝𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 (𝟏:𝟏). Here, we collect all the available information about the needs, goals, KPIs and challenges of the individual buyers, and map the value proposition and content to accounts and buyers. Based on these insights, we create and distribute personalized solutions, effectivelly creating 1:1 account-based marketing. 6. 𝐏𝐢𝐩𝐞𝐥𝐢𝐧𝐞 𝐚𝐜𝐜𝐞𝐥𝐞𝐫𝐚𝐭𝐢𝐨𝐧, where marketing works with sales to accelerate the buyer journey of the stale deals, and re-engage the target buyers. 7-10. 𝐀𝐝𝐯𝐨𝐜𝐚𝐜𝐲, 𝐞𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻 𝗮𝗻𝗱 𝗿𝗲𝗻𝗲𝘄𝗮𝗹𝘀. If the deal is won, we'll move it to customer success, and after successful implementation, we can start working on expansion, and later renewals. 11. 𝗡𝗲𝘃𝗲𝗿 𝘀𝘁𝗼𝗽 𝗻𝘂𝗿𝘁𝘂𝗿𝗶𝗻𝗴 Even if you select the right accounts, and you run a perfect campaign, not all accounts are going to convert into a deal right away. But this doesn’t mean that you should stop marketing to them, as the opportunity might appear in the coming quarters. That’s why we move these accounts to nurturing & demand generation programs, so that you stay top of their mind until they're ready to buy. --- The era of a lead generation and siloed marketing and sales teams passed many years ago. To win today, you need #fullfunnel #b2bmarketing, including brand awareness, #demandgeneration and #ABM programs. 

Full-funnel B2B marketing (7 stages explained in detail + book announcement). 0. GTM STRATEGY - FUNDAMENTAL LAYER. - Goals and targets - Focus market segments & clusters - ICP and account segmentation - Customer research and buyer journey patterns - Core programs to influence buyer journey and drive revenue - Metrics, KPIs and Reports - Messaging - Team alignment 1. Brand Awareness. Develop brand awareness strategy through: - Detailed guides - Organic thought leadership - Boosting top-performing content through ads - Guest posts and podcast interviews - Sponsorship & collaborations with communities, influencers, and creators - Events 2. DEMAND GENERATION. Demand generation = making your target accounts believe your product is one of the best possible solutions for their needs. Demand (or buy-in) is generated through: - Detailed case studies and customer use cases divided by verticals or jobs-to-be-done - Practical overview of typical buyer challenges and ways to solve them with native integration of your product 3. DEMAND CAPTURING. Retargeting became a synonym for demand capturing, but this is just a piece of the puzzle. Here are 6 other ways to capture the demand. - High-intent website page visits - Product-related content hubs - Product-related webinars - Product-related free email courses - Progressive profiling - Buyer interviews 4. ACTIVATION. Activation = personalized offers for target accounts. The best ways to deliver personalized offers and generate sales opportunities that have been working for us and our clients are: * 1-1 consultations & strategy sessions * Personalized content hubs * Social selling based on engagement and intent insights * Direct mails with personalized solutions 5. CLIENT SUCCESS. After winning a deal, the real relationship only starts. Make sure to accelerate time to value, onboard core users, and get a positive case study asap. Whenever you see they get results, invite them for a debriefing call. You can create a case study and get insights about key initiatives + validate upsell hypotheses. 6. EXPANSION. Most B2B companies never do it and just passively wait until the client requests more licenses. While expansion is a new retention as Jacco van der Kooij nicely describes it. --- The buying process is not linear, and you can't push buyers. But you can ensure that you maximize the chances to: - Create awareness and grab attention of the accounts that are not in market now - Generate demand for those who research and learn about different solutions - Capture the demand and activate engaged accounts - Expand & Retain --- We started to popularize the concept of Full-Funnel B2B marketing with Vladimir Blagojević 7 years ago. It all has started from the image you see right now 😃 This summer we decided to accumulate our 19 years in B2B marketing and write a book. If you'd like to be among the first readers and provide us feedback, leave a comment, and I'll add you to beta readers list.

Fantastic breakdown from Andrei Zinkevich of the full-funnel B2B marketing approach! Each stage is crucial, and it's clear that aligning strategies across the entire funnel can significantly enhance B2B success. One additional point I'd emphasize is the importance of leveraging data analytics at each stage. By continuously analyzing and refining strategies based on data-driven insights, you can more effectively tailor your marketing efforts to meet the evolving needs of your target accounts. Excited about the book announcement! Count me in as a beta reader. Looking forward to diving deeper into these strategies and learning from your extensive experience.

Account-Based Marketing: The Magic Wand of B2B? 🧙♂️ Imagine you're in a fishing competition. You have two options: A) Cast a wide net and hope for the best B) Use special rod to target specific big fish If you chose B, congratulations! You're on your way to becoming an ABM expert! So, what is ABM? Account-Based Marketing is a strategic approach that treats high-value target accounts as individual markets. In other words, you're creating personalized campaigns for each target company. Here are the 5 magical ingredients of ABM: → Target Account Selection → Account Insights → Personalized Content → Multi-Channel Engagement → Sales and Marketing Alignment Why is ABM so popular? → 87% of companies using ABM report higher ROI compared to other marketing investments. (ITSMA) → ABM strategies deliver a 208% increase in revenue growth. (MarketingProfs) → 91% of companies using ABM see larger deal sizes. (SiriusDecisions) → ABM shortens the sales cycle by 14%. (Gartner) → ABM programs increase average contract value by 171%. (TOPO) Now, let's get into the specifics. → Target Account Selection: Choose the accounts that are most likely to bring in significant revenue. Focus on quality, not quantity. → Account Insights: Dig deep into understanding these accounts. What are their pain points? What solutions are they seeking? → Personalised Content: Craft content that speaks directly to each account's needs. Show them you understand their business. → MultiChannel Engagement: Don't just rely on email. Use a mix of social media, events, and direct mail to keep them engaged. → Sales and Marketing Alignment: Ensure your sales and marketing teams are working together. A unified approach ensures consistency and effectiveness. ABM isn't just a buzzword. It's a powerful strategy that can transform your B2B marketing efforts. What's your next move in the ABM game? Share your thoughts or experiences below! ♻

B2B sales funnel! a clear pathway of promotion to conversion

Thriving in B2B: The UK Marketing Director's Growth Mindset The B2B landscape is in a state of perpetual flux. Buyer journeys are becoming increasingly complex, decision-making processes involve multiple stakeholders, and digital transformation is disrupting traditional sales and marketing models. As Albert Einstein wisely said, "The measure of intelligence is the ability to change. A B2B marketing director with a fixed mindset might resist new marketing technologies or channels, clinging to outdated strategies that once yielded results. However, a growth-minded marketing director understands that the B2B landscape demands continuous adaptation. They embrace new tools and approaches, recognising that innovation is essential for staying relevant and reaching target audiences effectively. Key Components of a Change-Ready B2B Marketing Director - Embrace Digital Transformation: Stay abreast of emerging technologies, platforms, and marketing automation tools. Be willing to experiment with new channels and approaches to reach decision-makers and influencers. - Data-Driven and Account-Based Marketing: Leverage data analytics and account-based marketing (ABM) strategies to personalise messaging and target high-value accounts. Be open to adjusting tactics based on insights and performance metrics. - Thought Leadership and Content Marketing: Position your brand as a thought leader in your industry through valuable content and insights. Adapt your content strategy to meet evolving buyer needs and preferences. - Collaboration and Alignment: Foster strong collaboration between marketing and sales teams to ensure seamless lead nurturing and conversion. Embrace feedback and adjust strategies based on insights from both sides. - Continuous Learning and Professional Development: Invest in your team's professional development,particularly in areas like digital marketing, ABM, and data analytics. Encourage a culture of lifelong learning and stay informed about industry best practices. Benefits of a Growth Mindset for B2B Marketing Directors - Enhanced Lead Generation and Conversion: Embracing new technologies and strategies enables B2B marketing directors to generate higher quality leads and improve conversion rates through non specific lead generation programmes. - Stronger Customer Relationships: By adopting a customer-centric approach and personalising communication,marketing directors can build lasting relationships with key accounts. - Increased ROI: A growth mindset drives continuous improvement and optimisation, leading to more efficient and effective marketing campaigns with a higher return on investment. As Einstein reminds us, the true measure of intelligence lies in our ability to adapt and evolve. Change is not a disruption but an opportunity to learn, grow, and achieve new heights.

Very Popular Advice: "B2B Marketing and Sales must align on business growth objectives." Harsh Reality: B2B Marketing and Sales often operate in separate silos, with minimal overlap in account planning and targeting. In fact, according to LinkedIn, the average targeting overlap between these two crucial departments is a mere 16%. Can AI Bridge the Gap? The short answer is - Yes. 1. Prioritizing Market Segments AI can revolutionize sales and marketing by analyzing historical data to identify priority market segments and target accounts. This enables sales leaders to allocate time and resources more effectively. For example, products like Salesforce's Einstein AI use machine learning to pinpoint the most promising segments. 2. Sales and Marketing Copilots Imagine AI-driven copilots, trained with your company's products and services and equipped with internal and competitor product specifications. These copilots enhance product expertise and strategic planning, making your team more knowledgeable and efficient. Microsoft's Dynamics 365 Copilot is an example, providing insights and recommendations tailored to your business. 3. Personalized Marketing Collaterals AI can generate personalized marketing materials tailored to specific customer challenges, services, and products. This ensures that your marketing efforts are always relevant and engaging. Tools like HubSpot's Content Strategy feature create customized content based on AI-driven insights. 4. Predictive Analytics By leveraging predictive analytics, AI forecasts market trends and customer behavior. This allows for proactive marketing strategies and sales tactics, keeping your business ahead of the curve. IBM's Watson Analytics is a powerful tool that predicts customer behavior and market trends. 5. Automated Lead Scoring and Qualification AI automates lead scoring by evaluating potential customers based on their interaction history. This helps sales teams focus on high-potential leads, significantly improving conversion rates. Products like Marketo Engage use AI to score leads and predict conversion likelihood. AI is poised to change the game for B2B marketing leaders. Want to stay ahead in the game? Follow me for more insights on how AI can transform your marketing strategy.

30 strategies that can help increase sales in any business, particularly useful for beginners Identify Target Market: Clearly define who your ideal customers are. Understand Customer Needs: Conduct surveys or interviews to understand what your customers need and want. Improve Product/Service Quality: Ensure your product or service is top-notch. Offer Discounts and Promotions: Use limited-time offers to create urgency. Leverage Social Media: Use platforms like Facebook, Instagram, and Twitter to reach more customers. Email Marketing: Build an email list and send regular updates and promotions. Content Marketing: Start a blog or create videos that provide value to your audience. SEO Optimization: Improve your website’s search engine ranking to attract more organic traffic. Pay-Per-Click Advertising: Use Google Ads or social media ads to drive traffic. Referral Program: Encourage your customers to refer friends and family. Customer Loyalty Program: Reward repeat customers with discounts or exclusive offers. Improve Customer Service: Provide excellent service to encourage repeat business and positive reviews. Networking: Attend industry events and network with potential clients and partners. Partnerships: Collaborate with other businesses to reach a wider audience. Optimize Pricing: Experiment with pricing strategies to find the most effective one. Upselling and Cross-Selling: Encourage customers to buy additional or higher-end products. Free Samples or Trials: Let potential customers try your product or service for free. Influencer Marketing: Partner with influencers to reach their audience. Improve Website Usability: Ensure your website is easy to navigate and mobile-friendly. Analyze Competitors: Study what your competitors are doing and find ways to do it better. Personalized Marketing: Tailor your marketing messages to individual customers. Customer Feedback: Act on customer feedback to improve your offerings. Webinars and Workshops: Host online events to demonstrate your expertise. Interactive Content: Use quizzes, polls, and interactive videos to engage your audience. Retargeting Ads: Show ads to people who have visited your website but didn’t make a purchase. Improve Sales Training: Train your sales team to better handle objections and close deals. Streamline the Purchase Process: Make it as easy as possible for customers to buy from you. Expand Product Line: Introduce new products or services to attract more customers. Offer Financing Options: Provide flexible payment plans to make purchases more affordable. Track and Analyze Data: Use analytics tools to track sales and marketing performance and adjust strategies accordingly.