Full-Funnel B2B marketing function and cross-functional teams
Andrei Zinkevichfullfunnel.substack.com
Full-Funnel B2B marketing function and cross-functional teams
Pipeline acceleration: Coordinating between marketing and sales to create and maintain momentum during the buying cycle. Winbacks: Regenerating interest within an account where buying momentum has been lost. Key stakeholders: Demand generation, field marketing, marketing operations, and account executives.
Sangram Vajre, Eric Spett • ABM Is B2B.
CORA: Conversion -> Onboarding -> Retention -> Advocacy
The four primary levers of product success.
In the last few months, I spoke with many folks in content and design who work in senior positions either in corporations, or growing startups, and some of them work as an IC. I could not find a single practitioner who said that they made a
... See moreVolume-driven demand-gen produced a fundamental gap between marketing and sales incentives. ABM, which is the new B2B, arrived just in time to close that gap. Successful account-centric campaigns aren’t only about targeting the right accounts and executing personalized cross-channel marketing programs. That’s the first part. What comes next is cruc
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