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In this episode of Confessions Of A B2B Marketer, I’m joined by someone that sent me some lovely gifts to my home back in 2020… this guy knows how to build B2B relationships… and grow B2B businesses.
His name is Andrei Zinkevich and he a Co-founder @Fullfunnel.io. He shares a LOT of wisdom on Linkedin about ABM and demand gen, so I had to bring him on to break down the difference between these two HOT B2B trends.
Andrei walks us through an ABM campaign as he would run it… this is a MUST listen episode if you are into, or want to run ABM for your B2B business.
Thanks for listening and hit me up on Linkedin if you have any questions!
Episode transcript
The prerequisite of successful ABM is having a small but very well defined icp, which consists of the buy-in committee, right? So you know exactly what roles you are going to target. And two more important things, account qualification and disqualification criteria,
and. Great to have you on the show. Thanks a lot for inviting me. So I think we met when you invited me onto like a big conference you’re doing, Do you remember? Yeah, exactly. I think it was about B2 marketing, right? Yeah, so it’s our annual full final Summit time. That was our first edition. When was this?
Yeah, it was 2020. Okay, awesome. Yeah, and the thing that got, well, not the thing that got me, but the thing that I was very impressed by is that after you collected home addresses, I guess, of your speakers and then you sensed stuff. Yeah, that’s correct. And I remember spec cause I went to my parents’ house cuz I didn’t think I had a, like a real address at the time and it went to my parents’ house.
And cuz I don’t really think my mum knows what I do and so she was quite impressed that somebody like Sam me little gifts through the post to do with work. So thank you for that. It’s my pleasure. And so what I want to cover today is a few things like I’ve been following your LinkedIn for a while. You write awesome, like super high value posts that are getting like very awesome engagement.
And so over the discussion, I want to cover your views on ABM and Demand Jam, which I think is what you guys do at Full Funnel. And then I also wanna dig into your sales and marketing process for full funnel to understand what you’re doing there and what is working. And I think that should give us a pretty good episode.
Hey, be. So I wanna start by asking what the difference is or what you think the difference is between demand gen and ab. I think first of all, this is a wrong statement that we can say demand gen versus abm. It’s like discussing all the time inbound marketing versus outbound marketing, demand generation versus lead generation or abm.
This is absolutely wrong from my point of view, right? Why? Because let’s talk and bond, right? If you want to run just in bond marketing, pure inbound marketing is not predict. Nobody can predict the flow of revenue of, let’s say, sales qualified opportunities with inbound. And you can’t control the quality of leads and opportunities that are common.
Right. And also, Let’s look at outbound. Another extreme. If you do just the cell function, if just you are doing, if you are running all outbound activities, then you are dealing with miserable reply rates. You hurt your print. Right? And I remember as one of, when we were running our research for Cxl about the challenges that little big company faced on was marketing, one of the guys mentioned, You know what’s happening with outbound.
I am thinking about this as the fluid of covid driven desperate marketing attempts data. Currently run by everybody in our space. And that’s the problem, right? Because with pure outbound you play the game of volume, the game of numbers, you don’t have any personalization. You just need to reach out as many people as possible and lot.
Potentially if you’ll be able to capture the demand, right? If you’ll be like it, then you’ll get some opportunity to step the problem. That’s why I believe in full final approach, right? Of what we used to call Reg. Just saying that it’s allbound marketing. Why? Because let’s look at and bond part, and this is where if we look at full funnel, right?
Top of the funnel, let’s say awareness. Demand creation and demand capturing, you can’t generate demand until you’ll create awareness, right? Nobody is going to buy from a random dude or from a random company, right? So first you create awareness, then you create demand. We’re not talking about activities or channels, whatever, right?
It just the logic. Then you need to capture this demand. And it’s especially important if you are selling high ticket products, right? So you need to capture the demand. Then you do the activation, and most companies stop at this point. They sell the mark deal as home and they forget about this clients.
They have some passive client success approach where they send this generic onboard emails product to readers and, and. And that’s it. But this is not really a client success. The client success is all about making a create use case. Because if you don’t have a create use case, how can you expect referrals, word of mouth, all of that stuff.
How can you expect that you’ll be able to publish a new case style? You’ll get a good testim. And the most important thing, how are you going to expand the business with this existing client? How are you going to upsell if they are not satisfied? They’re not getting maximum from your product? So then we have client success and then we have expansion.
Right? And this is so logical, and that’s why I’m saying there is no lead gen or, or man, And also there is no demand gen or abm. I mean, we can call these operations just to, let’s say, identify different functions inside marketing function, right? But we can say that demand gen versus ABM is the same. Like if we look at football, we’ll start discussing Cosmo important forwards.
Got it. And I really like simply of going from all the way from awareness through to like expansion. That makes total sense. Okay. Instead of asking, Cuz clearly you didn’t like that question, instead of asking the difference between ABM and demand gen, I’d like to ask you how you would define. Abm. Yeah, absolutely.
So ABM is an individual approach to a specific account. I, there are like, basically if you look at ABM classics, you’ll hear that there are three tiers of accounts, Tier three accounts, companies with the lowest revenue potential. Then tier two companies with the medium revenue potential and tier one companies with let’s say the highest revenue potential.
So when it comes to ab. You can work on with this first two tiers, tier one and tier two, which stands for one to one campaigns if I am going to sell to you, to Tom. Right. And one of few where we have, uh, very well defined I sap and then we identify accounts with that are in a, like they have, they currently in a typical situation with typical goals and needs.
And then we can personalize for this small group of. And when it comes to rim, this is what most companies are doing, right? This is still mass marketing. I don’t believe in this approach. I mean, I’m not believing, calling this abm, uploading, let’s say 1000 accounts to incident and cover them with, prospect them with ads, and then when somebody clicks that you sell this so called lead to sales, and then sales need to follow up.
It’s not abm. This is what most companies are. Then this just standard mass. So ABM is, let’s say I’m going, I know I did a account research, we can touch them later. Different tactics, right? But let’s say I did a account research and I know that your company potentially might have a need and interest, not in my product, but a product similar to mine that solves these specific issues.
So my next step is basically create individual. It means that your company would love to purchase my product. So the way how I’m going to do it, right? First of all, I need now to create awareness. So awareness, generally speaking, lots of companies think about that. We need to create account awareness, but not companies are buy from companies, but people buy from people.
So we have the buying per meter if we are selling enterprise segment, cause usually be dealing with like at. Four, five people at least. Right? And this is so called by and committer. We have so called champions, people who might be searching for our product, who will be negotiating with us at the first stages.
Then we have the decision makers, people who approve the deal, right? Then we have the influencers, people who might say their opinion about your product and the blockers. People who are not interested at all at printing you or purchasing your. Now our goal is creating awareness among these people inside the buy committee and later create demand.
This is, let’s say, this is the right definition of abm, and now you clearly see that it’s not demand jam versus right. And when. Next step is defining engagement threshold. What should. Have happened that will tell us that this company is engaged and is ready to be activated. Right? And when it comes to activation, it’s all about 100% personalization.
Now, I won’t be saying that at full funnel, we help B2B company or basically the trend marketing and sales teams of B2B companies to generate enterprise opportunities with full final ABM operations. But I would say, To company X, right? We can help to go from SMB to upmarket in Nordic region to let’s say, generate enterprise opportunities, infin, tax segment, et cetera, et cetera, right?
So I’m diving into like account needs and I’m personalizing my approach and the next step. When you have the core of your pitch of your presentation, right, is tailoring it to every specific role. Because if you are a marketer, you might be, your performance might be measured by market and source revenue or by leads or by whatever.
I don’t know, right? So my goal is to personalize and tell you how exactly you’ll benefit from this. So then the next step is personalizing my pitch to sales, while will be talking with you about how we are going to create more sales qualified opportunities just for sales about market and source revenue to sales.
I would tell that you’ll be talking to target decision makers that are already aware of what you guys are doing about the value of your. And they would be interested in talking with you, right? And this is basically what sales team wants, right? So for decision makers, of course we’ll be talking about financials, right about the bottom line.
So we’ll make a basic forecast, we’ll explain how it’ll influence sales by plan velocity and travel, et cetera. And this is exactly what is account based marketing. Just wanted to give you a very precise. Got it. So if I really wanted to sympathize the definition of abm, could I say this like marketing and demand gen combined with sales activity in one?
Exactly. Okay, got it. Awesome. And so at full funnel then if I come to you and I’m like, I don’t think our ACVs are big enough to do abm, would you just like say, Okay, that’s fine. We would just do demand generation. Yes, absolutely. I believe that you can do it. I mean, well, if you are selling low ticket product, you don’t need to do account based marketing.
Can you define low ticket? Low ticket? It’s above, Well, let’s say it’s smaller than 10 K. Cool. Per year? Yeah. Which case? Maybe we should do some ABM then maybe. Okay, so let’s say we had a 30 K per year service and we came to you and we were like, We want you to help us sell more. Would you then recommend that we would try from abm?
You could do, I mean, the question is if there is an opportunity to your market to buy this package, right? If there are enterprise companies that are interest or maybe midsize, not about enterprise, but midsize. That can buy a product at Cert Cape Korea, then? Absolutely. All right. And what would be, uh, and I, I don’t want you to like share all the secrets, but what would be the first thing that we would start doing in order to build an ABM campaign that could be effective?
No, I’m happy to look. So the first step is basically narrowing down your ICP definition because one of the most common mistake is saying that we want to target startups from North. Then you are done. The prerequisite of successful ABM is having a small but very well defined icp, which consists of the buy-in committee, right?
So you know exactly what roles you are going to target. And two more important things, account qualification and disqualification. So when it comes to account qualification, you are go internalize. It starts, the first step is analyzing verticals. So you are going to, We have created score cards for us, right?
That helps us to basically evaluate different verticals and focus on specific one, right? Because first of all, it’s when we look, let’s say we start narrowing focus from your, to call them to accounts and then to the buy. Okay. So can we go get specific then? So let’s say, let me know if this is specific.
So it’s the head of marketing. Okay. At a B2 SaaS company in the UK that has greater between 200 and 250 employees. Is that specific enough? That’s fine. For this, let’s say for this segment, ideally, if you would identify sub segments, SaaS, then you break it down into FinTech or, I don’t know, MarTech, sales tech, et cetera.
Right. HR Tech or like, Yeah. Yeah. Okay. Because again, I don’t know about what specific service we are talking right now, but because different industries might have. Let’s say different maturity when it comes to product adoption, right? They might have different needs, different goals, et cetera. So that’s why we’re doing this.
Okay. So in this case study then it’s a podcast service. Okay. And all industries like have the same maturity? Uh, not really. I honestly, I don’t agree with this. You would challenge me. You would challenge me on that? Yeah. I’m challenging. I would say that if you’ll talk to people that’s cybersecurity space, they would be very hesitant to join your podcasts IT space, unless you have software development or whatever.
Right? So, uh, SaaS products, Okay. That’s are dedicated to IT teams, right? Then it would be quite hard to get these people, let’s say hr. Hrs, and let’s say the buying committee is there’s just one other person and that is the ceo. Yeah. Then it’s fine. Okay. What’s step two then? Yeah, so step two is basically.
What I mentioned, account qualification and disqualification criteria. So you could mention, I mean, it’s always unique, right? There are no standout qualification criteria, so it could be the market and team size, the  revenue, the market and budget, the technologies they’re using, if they are working this agents.
So no, you define, The only way to define this qualification criteria is analyzing your top customers from this specific sub segment and running customer. Now the second step, which is even more important, is disqualification criteria. So basically, when it comes to qualification, it’s a set of criteria that you can apply, let’s say, on sales, navigate or write, and immediately build a list of accounts.
Now, when it comes to disqualification, the most important part is what else might tell you that this account is not going to buy from? So this is really, really important. What might be a red flag? Right. So just to give you an idea, recent example, I’m thinking about our recent customer when we did this exercise.
So it’s a software development company, and we just did an analysis of very good prospects, basically prospects that fit qualification criteria, but the deal was lost. So one common pattern was that somebody from the buy committee doesn’t matter which role, but somebody from the buy committee who is coming from ex Soviet countries.
Basically, it became a disqualification criteria. Why? Because usually these people have a strong network of developers in this contrast and. Of developer is lower, and then you end up with some negotiations and basically they ask you to produce the price and then you are going to know where, So this is a practical example, right?
That’s step two. Step three is defining already engaged accounts, which means that you need to leverage at least one source of income data, whatever you. Website visitors link it in engagement, if you are doing like any sort of engagement, you could use like services like mention.com or bomb, like there are multiple internet data vendors.
Yeah. When you say website data, you mean We find a provider that will tell us domains that are, or ipss of companies that are visiting. Yeah, exactly. So let feed out cross clear, be so these sort of things. Okay, cool. So, so there’s website data, there’s LinkedIn engagement. Are there any other intent signals?
Yeah, I mean there are multiple of them, but when you are doing your pilot campaign, you just need to stick to one. It makes no sense, you know, to overwhelm your team CM yourself as multiple sources of income data. Okay. So let’s say we using one of those providers and then we identifi. Seven accounts that were qualified that had visited our site.
What next? Yeah, so that’s exactly the part, right? So this, these are fundamentals, but lots of companies has keeping this most important fundamentals because if you have, if you add already engaged accounts comes that are already aware of what you are doing, the chances that you’ll bring the deal or your performance rate would be much.
So the next step is trying an account research and buying committee. Enrichment. It’s not about collecting, you know, this technical data like team size or whatever it is, right? Something that you can get from Zoom in for whatever, link it in. It’s about identifying the account needs goals. So you are looking for press releases for all media mentions.
Maybe if you have common connections, you are getting insider information, et cetera. So your goal is to understand where your product fits when it comes to the needs and the goals of this specific company. That’s the first one. The next one is then the same, but for every buying committee. The example that I mentioned before, right?
So now we’re not selling to company X, but we’re selling to to to hundred lot and somebody else, and we’re going to do the same. This is what I mean by buying Canadian enrichment. So you start running the research, but for every person I’m checking, I can visit the limited profile. I can see your KPIs or right.
If you are sharing Samsung, I can see what you are talking about. So all this insights I can see if. Have been featured at different podcasts or blog, whatever, right? And my goal is now personalizing my proposal for you. That’s the step. So my idea, first of all, I need to validate and I must be sure that’s, that is a good fit right on the surface.
Next step is then the format campaign. So how can I. With all by and committee members, not only me, but my ABM team, how can we make sure that we are connected with the boy and committee members and how can we create, or how can we warm up? How can we connect with these people and make sure that they now know about us, about our well proposition?
And this is the next, the second important part, right? Because without format, you can. I’ll create outbound campaign, which might work, but it won’t work in the long term if you’ll only rely on just creative, personalized outbound. For the biggest accounts, you definitely need to have the up campaigns and there are multiple, like multiple, not multiple, but there are some campaigns that work trailer well fast, so it could.
Podcast that you are running right now, and it would be personal one-to-one connection could be any sort of content collaboration with this specific account. Could be one-to-one webinar or maybe a flying event. Right now we are back more or less back to normal so we can come back to flying events and this what we’re just experimenting right now for full funnel.
I. Individual events could be collaboration. Let’s say we as a well known sort leader, but again, for this specific account, if you are talking about demand generation, and I’m talking about ABM and we want together to sell to, Oh, I want to sell to company X, let’s say to Microsoft, right? So I’m creating this personalized speech and then I’m saying, Hey guys, and I have partnered, maybe I’m going to pay you.
Right? And I’m. I have partnered with Tom and we are going to run this personalized workshop for you guys. If you can bring these people something like this, right? Or could be a flying event, whatever. So it’s like some kind of value add thing. Yeah. That isn’t a pitch, just to get them aware of you. Yeah.
Also full final summit where you gave Keynote, That’s also kind of formal program because then you can, again, bring some target accounts to the stage, right? And you deliver value up front. But behind the scenes, people only see the surface, the bread. But the most important things are happening outside of behind the scenes, right?
Because you’ll be meeting with multiple people. You’ll be talking, you’ll be able to present yourself, et cetera. So link in such leadership and social selling another part of the process. Just name in a few the way how you can be doing this. Just before we go to the next step, back to the example then. So we’re sending the podcast service to the head of marketing at a HR SaaS company with 200 250 employees.
So a warmup event example, maybe like co-hosting a webinar about selling, about marketing, HR SaaS, like me and that person, right? We would co-host it. We would get everyone to come. We’d build a relationship. That’s one option. Option number two for. You’re going to, let’s pick up my company as your prospect.
That would be easier, right? So how could you create demand for your service? Let’s say you invited me to a podcast, something that is happening right now, right? I chatted, you presented your service, et cetera. Now I’m aware of you and what you guys are doing next step. You could do like a kind of depending on, on what’s included in the service, right?
But you could create like a kind of complete post service program. So you create the clips, you start sharing, you start distribute, and you collect the stats. Maybe you can ask me, you can create. UT M, right Matt? Ut m links. And then you could ask me, could you please share with me the stats, because I was promoting this stuff for you.
I want to see by channels and maybe if I’m using domain reveal software, like called Cross. Could you please share with me which accounts visited it just for me, right? Not for you. I just want to see how well it worked in terms of print and ICPs to your website. Generat and I don’t know, thousands of visitors, thousands of visitors, but how many targeted accounts have visited your website and what was the engagement?
And that’s the way, And based on this, what I would be doing, right, I would create a case that is saying, Hey, so we did this for full final.io, right? And in two weeks we were able to print them 150 Target. Five of them became mtls, according to their definition of 50 of them, doesn’t matter. Two of them asked for their, requested for their services, et cetera.
And then you just describe the entire case study leverage and the insights from this interview, and then you just reach out to me and say, Hey, so I just created this one. Would like to hear, What do you think about. Is it something valuable would you like? Would you be interested if we’ll continue doing the same for you, right?
It was just a pilot campaign, but we can do it on scale. Would you be up to discussing it with me? And even if I’m not interested, right, I might say, because I saw that you did a tremendous job. I would say, You know what? I’m running. I mean, maybe not the ICP that you mentioned in our example, right? In my case, you know, I’m running the community.
I might say, Yeah, but I’m happy. I’m not interested, but I’m happy to introduce you to my community, right? Maybe print you to my podcast and discuss this on my podcast. But for the guys who are not in this space, they just believe me. If I was now a VP of market and ahead of market, and for this specific sub segment that you have mention, This I Exactly.
My OKRs, my KPIs. You just did what my board members are expected from me. So what’s the point? And you already doing this, you already proved that you can deliver. I mean, I can say for everybody, right? But there are very high chances that. I would be up to it. Okay, so that’s the warmup campaign. Yeah. But I also share it with you kind of activation part, right?
So activation part in this case would be collect and create this case study. And how could you dive deeper, Let’s say, just to give you several examples. So then you ask me some stats, right? And then you create this entire case study, you promote it, and then you reach out to me and say, Hey, so I just created this ultimate.
Maybe ideally because now I’m your champion, right? You could ask me like I would like to see, I would love to just to track your pipeline. The Lord said, if you mind to share with me, I mean that shouldn’t be precise for now, right? But if you can share with me your acv, your traditional one rate, and how many S SQL KCR generated months plus your sales cycle.
I would love to see how that can might impact your sales pipeline velocity and your revenue. Right? And based on this, you can create a forecast and you’ll say, Okay, if you’ll continue doing this, this is how your pipeline velocity and revenue trajectory or looks like. And we can play, we can increase, let’s say the, Oh, we can shorten the sales cycle by targeting specific accounts, or we can increase the green rate, or we can increase S scales and this is how it will.
What do you think about this? Right? Would you like, I have some very decent ideas how we can do it. If you want to go to activation part, then on the podcast. On the podcast, I would ask couple of questions. What’s your strategy? What are your goals? Whatever, right? And then I would use this in the case after the case study, I would just create this personalized speech saying, Hey Henry, you mentioned this and that, right?
And you share it with me, this metric. So I played a little bit with this pipeline velocity calculator, and this is how I think we can help you to increase the grow revenue. So we can help with by, We can help you by, in. Sales qualified opportunities that you’re generating per month. This is how it might happen.
We can help you to shorten the sales cycle. This is how, with this specific activity, this is my forecast. Would you be up for a quick chat where I can explain more and we’ll see if it’s something that’s, Might really helped you, right? That’s the first thing. This, exactly the activation, and you already have a relationship with me, so the chances that you’ll get a reply, I’m not saying positive, right?
But the reply are really, really high. And if I’m not interested, at least I will give you a very good idea why I am not interested. And this is really important because now based on this feedback, right, you can improve your disqualification criteria, Samsung. Samsung told you that my company might be interested, but I’m saying not, and I give you a precise reason.
So you added to disqualification criteria and when you built a new list of accounts, you’ll be better. You don’t include companies like mine. Okay, so just to clarify, so the warmup thing is basically if something value add, we’re gonna do it together, but it’s gonna basically make this person aware of me.
And then the activation is that I’m actually gonna do some work for this person to ideally get them some results or show them that we can get them some results custom just for them. And then I’m gonna reach out and be like, Hey, this is what I think we can do. And like do a little pitch essentially to find out if they are interested.
Yes. And this is exactly what ABM stands for because what I mentioned in the beginning, it’s one to one solutions. Right. That’s why I mentioned that one makes sense if you have a low ticket product, right? Because it requires work. But let’s say if you are contract value is 100 k 50 start and from this point, right, it totally makes sense.
The point is you mentioned, right, do some work, let’s say in cyber security space. It could be Strats audit, something like this. Hey, so we just did a quick check. Well, can we go back to the, Yeah. Podcast example. So I think it might be like if they don’t have a podcast yet, maybe we could light write out like a trashy doc with them.
Competitive analysis about a podcast they could do, and we send that. Absolutely. That’s one idea. So it could be podcast strategy, let’s say. You can say, Look, I have analyzed your space. I have analyzed all of your competitors. Nobody is doing the podcast and or there are only two companies that are doing this.
So I did an audit and I reviewed this to companies. These are the pros and cons of their approach, and I have one idea, how can we beat them? Right? These guys are not doing this and that, and we can do this, this, this, this, and that. How does it sound to you? That’s one idea. So what’s the worst case of this approach?
Because I’m saying this because my approach is always having plan B in the pocket. What is the worst case? Worst case is the negative reply, right? I’m not interested, but what can I do? I can immediately repurpose this piece of content and publish and promote it and maybe reach out to this to companies and saying, Hey guys, I was doing this analysis.
Just was thinking that it might develop for you. Boom, I’m connecting with the bank. Right? Got it. So . So even if the target company is not interested in the work you’ve done, you can repurpose that into a case study and you’ve had to target other accounts. Absolutely. Just to give you an idea, again, coming back to demand generation, now you did the vertical analysis, right?
And you can say, Hey, so I have analyzed 100 companies and just realize that eight 80% of them are not trying on. 10% of 20% left. They just have three or four episodes. The frequency is like one episode per month, and I’m going to, I have completed my research and I’m going to run the webinar where I’m going to present the numbers.
And this is for this specific ed tech or whatever it was, HR tech segment, right? And then you do like say, manual outreach to the guys. Of course you can talk on link in about this. You can connect with these people, but then you do just personalize. You send personalized invitations. So I just wanted to invite you person, join me and come and then.
You sent this, let’s say the accordance with the slides. You know who clicked, who engaged. You can go advanced and do what we’re doing with the content hubs to track the content consumption, but to identify engaged accounts. Right? And then you just do, you are doing the follow up. So again, doing a kind of activation.
Plus personalized feature. So up to your sales process, of course, but just to name a few activities that you can do. And then I see the key thing here is that from all the activations, you’re either gonna move people into the sales process or you’re going to learn about disqualification or qualification criteria.
So the next time you go round, you’re gonna get a higher conversion. You’re. Nailed it. Awesome. So that was good. I mean we spent most of the time going through this one ABM like case studying example. But I feel like it was gonna be valuable because I’ve never kind of thought about this or done this before either activation.
Is there another step after activation? Obviously you mentioned like once you do set a client you need to like make sure they’re successful and then get a case study. But before that, is there anything else before? No. So we touched, I mean we have covered up all the steps. So after the activation, There is one specific rule that will always apply to our client’s.
Businesses never stop nurturing because if you did the research and you knew there is a fit, even if you have, I mean if there is disqualification criteria, that’s one thing, right? So you just forget about this type of companies. But there are other things the time has not, right? I mean, just because you are selling.
It doesn’t mean that they have a need right now, but this need might occur in 3, 4, 5, 6 months. So that’s why you should never stop nurturing. It’s not about, you know, because when I mentioned nurturing, people immediately start thinking that it’s all about automated cadence of emails. Not really. I mean it’s all about this non-sale status where I will stay in touch with you Assumption, like you mentioned in the beginning, this like kind of personalized gift, right?
Plus sent you note it’s all about chat and continuing engagement, tracking the news about your company, about you, about Adin commitment members, and now this is why non-sale status, right? Just to make it clear, because I’m not going. Feature every so today saying, Hey Tom, did you change your mind? Right?
Maybe you are going to buy my service right now. No, it’s not about this, but it’s all about continuing the relationship and every time you hear anything about you about that company, you use it as an engagement based trigger. So, which means I’m saying, Hey, you know, saw you at, let’s say you were feature it at Cxl.
Awesome job. Now how it’s going with your business. Are there any other, like, let’s say, media that you are interested? Into the feature it, right? I can help with this, or something like this, right? That sort of thing. So you can always leverage this and continue being in touch, inviting you to my events, whatever, right?
All of these things. Andre, this has been an absolute masterclass. Inm, you’re clearly, this is clearly something that you are passionate about and love talking about. Thank you, Â was my pleasure. So if anybody listening, if this has been interesting to you, I would urge you to go and connect with or follow Andre on LinkedIn because most days he is adding like very lengthy, detailed, valuable posts about this stuff.
Obviously we’ll link below so you can just click on the link and connect or follow Andre and also check out four funnel.io, right? Yeah, that’s. Cool. So that will be linked below. Now the second half of this interview, I was planning to understand how you’ve run this kind of stuff for full funnel io, but I think we’re gonna have to have a follow up to go over that because we’ve run out of time.
But Andre, I wanna thank you so much for coming on and like just being so generous with like the wisdom that you’ve obviously been building up about P2 B for the past few years. So thank you so much. Thanks all for having me. That’s a great chat. So I hope it was full of details so some folks can learn and apply.
And thank you so much for listening to the Confessions of a B2B Market podcast. I author wanna thank Andre for coming on and sharing. All of that wisdom about abm. I didn’t really understand what ABM was, but now I kind of do. And Andre A just gave a lot of information, a lot of detail about how you can potentially do that for your business.
Now, of course, if you have any feedback, add me on LinkedIn. It’s Tom Hunt. Send me any questions you have. Through direct message and of course if you have some time, please go to Apple Podcast, search for confessions of a B2B market in Apple Podcast. Leave a rating and review and follow if you haven’t already, I’ll start reading out reviews at the end in outros of the show going forward so you can get some exposure for your brand.
So ping me on LinkedIn with your, the name of your brand and website and I’ll give you a little pitch in an outro in the future. Thank you for listening.