Full-Funnel B2B Marketing Academy
Comprehensive training to master full-funnel marketing
Marketing
Strategy
ABM to grow B2B companies with long sales cycles
Demand
Generation
Here is where marketers that take our courses work
Here is how marketing is done in most B2B companies
[and the ugly truth behind it]
Promote gated content or webinars, then send MQLs to sales
But the MQLs never become real opportunities and sales blame marketing for low-quality leads
Drive cold traffic via social ads or emails to a landing page promoting a demo or a trial
But social and email are not intent channels, most of the budget is wasted, ending up with huge cost of acquisition, winning only a few small deals
Publish weekly SEO blog, a quarterly white paper, and drop links and company news on social media
But the majority of the content and posts add little value, and are ignored by the buyers
Launch account-based ads in the name of ABM, or ungate content in the name of demand generation, and generate lots of “engagement” and no sales
The most important question when launching a new program:
"How sure am I that it will generate revenue?"
It’s crucial because after asking that question you have two choices:
“NO” [or “I’m not sure”]
Ignore the inner “no” [or “I’m not sure”] and keep running or trying to refine these programs… until your performance is questioned again during the meeting with sales and your boss.
“YES”
Answer with a firm “YES”, and over time stop asking, as you see your skills growing and how instead of being pigeonholed as a marketer, you’re also involved in the strategic decisions and developing revenue operations.
If you
Lose hours trying to figure out what competitors are doing and copying without a complete understanding of their go-to-market strategy and sales process…
Jump from one tactic to another shared on LinkedIn or marketing communities that promised results, but actually don’t move the needle in your company…
Try to follow “best practices” by gurus that share high-level advice without a clear, actionable plan, leaving you guess-working and experimenting…
Then you might have some idea of what works and what doesn’t. Occasionally
But when a head of sales, CEO, or your client challenges the campaign you want to launch, can you confidently defend it? Or are you going red-faced while trying to explain, thinking that “they just don’t get marketing”.
If only those frustrating conversations were the worst part…
The worst usually happens when you don’t see any marketing results and the annoying question keeps buzzing in your head
“Am I sure I’m doing the right things?”
Until your marketing programs start sourcing the pipeline and revenue, you’ll never stop asking yourself that question.
You’ll always be considered an expense and be an order taker for your sales team. And you’ll always be the person who gets the most attention during sales and marketing meetings — not because of the results, but because of their absence.
Of course, you’ll be defending yourself, but the gut feeling will always make you question if the things you are doing are worth defending…
And, honestly, that’s understandable.
B2B marketing is not taught in schools
There are lots of blogs, communities, and influencers that give you high-level advice (or try to sell you tech) without clear steps to implement it at your company.
Especially, if you are targeting mid-size or enterprise companies and need to deal with a long sales cycle and multiple buyers.
You realize that the tactics and guides about growing revenue by 150% are just fairy tales for small, low-ticket SaaS companies or pre-PMF startups…
What you need instead is a proven process to create awareness and demand, generate deals with buyers in the market right now, while nurturing the others.
And a step-by-step break-down on how to implement it.
We call this Full-Funnel Account-Based Marketing and Demand Generation
The winning B2B teams know that sales-qualified opportunities and revenue are a predictable result of a methodical process aligned with the buyer journey of your Ideal Customers. A process that helps you:
Get marketing & sales alignment on goals, ICP, campaigns, and leads hand-off process
Adapt your marketing programs to how your best customers buy
Generate awareness and drive demand with target buyers
Predictably nurture and land qualified opportunities with target accounts
Accelerate pipeline, grow ACV, and shorten the sales cycle
Expand the deals, renew contracts, and prevent churn
But let’s be honest. Full-Funnel B2B Marketing can seem overwhelming… and extremely hard.
Especially when you don’t know:
What will work with your product and in your market
Exactly which steps to take
How to start small, with a pilot program on a single channel, and scale from there
Introducing: FullFunnel Academy
FullFunnel Academy will take you on a step-by-step journey of implementing a marketing function to generate stable demand, land and expand 5+ figure deals, and predictably drive revenue.
With the Full-Funnel Academy
Full-Funnel Academy is a right fit if you:
Work at or consult B2B companies with high ACV (>$30k), and long sales cycle
Are not sure how to develop the ICP and introduce account-based marketing, demand generation, and exactly which steps to take and in which order.
You’re sick of being treated as an order-taker by sales and execs, forced to run outdated playbooks, and then being blamed when your leads don’t convert to SQLs
Want to develop (or transform) your marketing function and strategy, to make a bigger impact on revenue
You understand that marketing should be done differently, and try to present the ideas, but they get shut down in the process
Why do B2B marketers join the FullFunnel Academy?
“I’ve landed a new career opportunity and joined an enterprise B2B SaaS as Chief Revenue Officer. I have been using a lot of the things I learned from you guys, in order to close it successfully, so I’m super grateful for that. It’s kind of my dream project: a funded startup with market fit on scale-up stage.“
Germán Palau
Chief Revenue Officer @HYPERTRADE
Become a go-to B2B marketing expert in your space
Many career marketers and especially providers of B2B marketing services, join to position themselves as a expert in their region and expertise area.
How is FullFunnel Academy different from other B2B marketing courses
Focus on B2B companies with high ACV and long sales cycles
Since 2007, we work with one market: B2B tech with 5+ figure deal sizes, and long and complex sales cycles. Every single strategy, framework and tactic we teach in FullFunnel Academy has been battle tested with a business like yours.
Full-funnel marketing across your ICPs buying journey
Other courses teach you a partial solution that only addresses some buyers during a part of their buying journey. With FullFunnel Academy, you’ll implement a proven process for the complete buying committee, across their whole buyer journey.
Personal feedback and advice
Academy members can ask feedback or advice from our founders, Andrei and Vlad. We are still in the trenches, know the ins and outs of B2B businesses with high ACV and complex sales cycles, so you get access to 34 years of our combined experience and knowledge.
Practical playbooks
We don’t teach theoretical models and leave you wondering how to actually implement them in practice. In the academy, you will find step-by-step playbooks we use every day, and that drive millions of revenue for our clients (B2B tech companies with high ACV and long sales cycle like you).
Tangible results
Other courses either give you ideas of what you might be working on — or present a piece of the puzzle as the ultimate solution.
After implementing FullFunnel Academy, you will confidently focus on 20% of buyers, content, channels and campaigns that generate 80% of revenue—and have a step-by-step recipe on how to execute.
Four Opportunities In A Few Weeks & A $200 Budget
“I wanted to learn a bit more about ABM but most courses aren’t action-based. They give you a lot of information and theory but it’s difficult to start the execution.
The best thing about this course was that it filled in this gap, I learned playbooks that I can repeat and refine every time. At first, I wasn’t 100% sure if this approach would work, but it did work amazingly. By following the steps in one of the playbooks from the course I managed to create a whole marketing strategy that fueled the growth of the company. In a few weeks, we built 10 unique relationships that turned into 4 opportunities for the company.
The best thing is the high ROI. We spent in total less than 200$ and the opportunities were worth thousands! But on top of that, the approach wasn’t “salesy” or pushy, and that’s what the client liked the most. We weren’t running display ads, we didn’t put anyone in a nurture sequence. All we did was focus on them and help them be better at their jobs while mentioning our expertise and that we are there if they need help.
Personally, I believe this course made me a much better marketer that understands the value of ABM and the alignment between sales and marketing. I know that it will have a huge impact on my career and the companies I will work with!”
Felicjan Rybka
Marketing Manager @Maxima Consulting
FullFunnel Academy Courses and Playbooks
Develop a strategy based on how YOUR best customers buy, tailored YOUR market, product and the resources that you have available. Our playbooks will help you:
- Get a buy-in from management to implement demand generation and account-based marketing programs
- Develop an Ideal Customer Profile, including the buying committee, account segmentation and detailed account (dis)qualification criteria
- Map out the buying journey, and the priority channels and content to attract the attention of target buyers, educate them, and generate demand for our product You will tailor your full-funnel program based on the buying journey.
- Develop and validate positioning and value proposition that clearly differentiate your solution and position it as a natural choice to your ideal buyers
- Get marketing & sales alignment on goals, ICP, campaigns, and leads hand-off process
- Build a unified marketing & sales report connecting all marketing activities to revenue even if your sales cycle is long
Develop a unique blend of activities to create awareness with your ideal buyers and generate demand for your product. FullFunnel Academy includes strategies and 10+ step-by-step playbooks to:
- Generate content for each step of the buying journey
- Drive niche thought leadership that attracts attention of 5+ figure buyers and builds brand awareness and credibility
- Quickly grow your audience and credibility through content co-creation and influencer marketing
- Nurture and educate your buyers through podcasting, newsletters, webinars and large virtual events
- Set up ongoing content distribution and repurposing to get your content in front of your ideal buyers
- Create an always-on demand generation calendar that makes your buyers say “I see you guys everywhere”
- Effectively capture the demand
Develop an Account-Based Marketing program to identify and target high-value accounts with a need for your product, warm up the buying committee and generate sales opportunities. FullFunnel Academy includes strategies and nine step-by-step playbooks to:
- Use intent data to build a list of accounts with a need for your product, and drive timely and personalized campaigns
- Create awareness inside the target account’s buying committee, connect and engage them (five ABM warm-up playbooks)
- Run account and buyer research
- Create a 1-1 marketing campaigns for strategic accounts, including value proposition and content mapping, and creating and distributing 1:1 personalized solutions and personalized content hubs
- Run a multichannel, multitouch sales follow up to create sales-qualified opportunities
- Create an account-based marketing dashboard and report, and track the right metrics depending on your ABM goals
Most B2B marketing teams stop marketing once the sales opportunity has been generated. Full-funnel marketers know that often, the biggest opportunity lies in the existing accounts and pipeline. Full-funnel academy includes four strategies and playbooks to:
- Create a buyer-enablement program and help sales drive consensus in the buying committee
- Set up a pipeline acceleration campaign, to help sales close more deals, faster
- Create campaigns for existing accounts, helping drive contract renewals, expansions and upsells
While the Academy programs work even if your buyers are not active on social platforms, or you are targeting niche, conservative markets — due to a popular demand, we’ve included a comprehensive course about ABM on LinkedIn, including guides and playbooks for:
- A practical content strategy to produce a backlog of relevant ideas, and a simple framework to write LinkedIn content efficiently
- Start timely conversations and build relationships — without salesly or spammy outreach (40%+ response rate)
- Growing an engaged audience of buyers, partners and industry influencers
- A buyer-centric LinkedIn profile that positions you as a trusted advisor and clearly communicates how you are different and worth buying
About your instructors
We have been selling and marketing B2B products and services for a combined 34 yeas. And since 2013, we have worked with 100+ B2B tech and service-based companies from North America and Europe with high ACV (average contract value) and long sales cycles.
Along the way, we’ve developed a full-funnel B2B marketing framework that has generated millions in revenue in B2B SaaS, fintech, B2B PaaS and middleware, software development, cybersecurity, healthcare consulting, and many other B2B tech verticals.
Andrei
Zinkevich
Vladimir
Blagojevic
We documented the framework and created an all-action program for B2B marketers that contains everything you need to generate stable demand, setup ABM programs to land and expand 5+ figure deals, and predictably drive revenue.
You’ll get a distilled knowledge and a playbook that we’d use if you had hired us, with a community of peers to support and inspire you.
We are sharing all the experience we gained by being in trenches since 2006, and share behind the scenes of the campaigns like:
$5mil in pipeline ($2mil closed) in six months via ABM on LinkedIn program
34 sales opportunities and five new clients from one virtual event
Six sales-qualified opportunities in six weeks of starting a pilot program
Growing ACV 5X and raising an investment in 2 months after developing a new GTM strategy
“This is a guided program that helps you build and improve your current marketing approach in a very hands-on way. Thanks to the videos and templates, this is something we’ll be able to use and iterate on in the long term, and it allows you to follow the program at your own pace.”
Mieke Houbrechts
Marketing Manager @Cumul.io
“Fullfunnel.io is a major source of knowledge and the primary professional community for our B2B consultancy. The material is very actionable: deep and at the same time very straight-forward, step-by-step… designed to be implemented easily.
I love the Fullfunnel-take on ABM: it is free of the big-tech-hype and proves that SMBs can use ABM with tiny budgets and resources – a refreshing perspective! A huge treasure for us the the Fullfunnel community – a place where you get access to the genius of Andrei Zinkevich and Vlad Blagojovec and many other practicioners of ABM.“
Daniel Zsolt Rényi
CEO @Klear
“After a week of going through the program and a week of putting these tools in front of clients, it has created a more solid win-win relationship that starts with a real base of knowledge for the consultant that never existed before doing just done for you services. The big transformation for us has been going from service providers in a very commoditized marketplace to genuine stewards of the business growth for our customers, which has always been the vision.
All the details, templates, scripts, processes, and workflows are laid out elegantly so that it really becomes a turnkey system for the consultants. Not just that but the best practices in the program are quick and easy to implement. Andrei and Vlad are so active in the community and are there to answer the most difficult and detailed questions you’ll have on your journey. I’ve found them to be active and personable in every step of the way.“
George Guerra
Founder @Profitableclients.com
“Full-Funnel academy is the most complete B2B marketing academy I ever saw. It provides you with a lot of practical knowledge that covers all the stages of the B2B funnel: from the foundations such as market segmentation, to sales and client retention. If you want to learn to do B2B marketing in the right way, this academy will really expand your knowledge and skills.“
Adrian Garces
Marketing Manager @Vatix
“I was used to a large organisation with huge budgets. I needed to learn how to grow a company without wasting thousands on ads, but by nurturing and being super focused on my ICP. After implementing Full-funnel approach I’m seeing better conversion rates and building ourselves as thought leaders
The Slack community is very active and I know if I need something, it’s either already been asked and answered, or I can just shoot a question and someone is willing to help me!“
Payam Taghizadeh
Marketing Lead @Healthblocks
“Full-funnel approach polarizes the audience from the beginning. If you want to build a reputation and engage with smart decision makers from your dream clients list – this is for you. If you want to spam people and believe in “numbers games”, look somewhere else or (better) think deeper about your approach 🙂 In the Allbound LinkedIn Playbook Andrei and Vlad show the step by step process how to get content ideas, how to find your target companies and people inside them and how to interact with them. They even have 6 questions formula for creation perfect testimonial or support your clients to prepare them for you! I highly recommend this product if you are ready to do valuabe work and you care about your reputation.“
Tomasz Maciejewski
Linkedin Trainer & Founder @Content Way
Pricing
Individual
$997
lifetime access
- Step-by-step program to implement full-funnel account-based marketing and demand generation, tailored to your market, situation and resources
- Lifetime access to all content: You’ll get access to 18 courses and playbooks, dozens of workbooks and templates, and six actionable, orchestrated for you ABM campaigns that take six weeks to execute from scratch
- Personal feedback and advice directly from our founders, Andrei and Vlad. Ask us any questions anytime, and get practical advice
- 30% discounts on FullFunnel’s live bootcamps and events. Every year, we run two in-depth bootcamps and one live academy meetup
Team
$7497
lifetime access
- Step-by-step program to implement full-funnel account-based marketing and demand generation, tailored to your market, situation and resources
- Lifetime access to all content: You’ll get access to 18 courses and playbooks, dozens of workbooks and templates, and six actionable, orchestrated for you ABM campaigns that take six weeks to execute from scratch
- Personal feedback and advice directly from our founders, Andrei and Vlad. Ask us any questions anytime, and get practical advice
- 30% discounts on FullFunnel’s live bootcamps and events. Every year, we run two in-depth bootcamps and one live academy meetup
- Unlimited team members
- Onboarding intake and a call with personal recommendations
- Private team Q&A chat
Frequently Asked Questions
Academy was created for small to medium size B2B tech and service companies with long and complex sales cycles.
Mastering and running Full-Funnel mB2B marketing and campaigns we teach in the academy consistently over time will help:
- B2B marketers prove your value and brand yourself as a sought-after marketer in your industry
- SDRs to get meetings with warm leads and earn the reputation of a top performer
- Entrepreneurs, to create awareness of your products and services and generate warm opportunities
- Consultants, trainers and agencies to brand themselves as the go-to expert in their niche
With the Full-Funnel Academy, you will get proven information about what works and what doesn’t. You’ll learn how to contribute to revenue instead of vanity metrics.
You’ll walk away knowing how to:
- Develop a clear go-to market strategy including the most promising verticals, ICP, and adopted positioning and unique value proposition
- Run successful inbound and lead generation campaigns to drive awareness, generate demand, and build relationship with target accounts
- Run various account-based marketing plays that land warm opportunities with dream accounts
- Leverage intent data for highly personalized and timely outreach
- Leverage LinkedIn to build a personal brand and relationship with your audience, grow a powerful network and consistently generate sales qualified leads by leveraging a simple daily 1-hour routine
- Warm-up, nurture and activate target accounts
- Influence the sales process to shorten the sales cycle, close more deals and increase the average deal value
- Expand the deals and prevent the churn
It’s the process we’ve developed and tested in projects with about 30 B2B tech and services companies with long and complex sales cycles.
Most courses are at least $500 or $697 and many are in thousands, and you are selling 13 actionable courses for PRICE. What’s the deal?
We believe that learning should be affordable and accessible to as many people as possible.
To sell expensive courses, many authors promise huge results, build their course out to be a silver-bullet, one-size-fits-all solution, and create false scarcity… which honestly makes our skin crawl.
Our hope is that you’ll like the academy and recommend it to other people that could benefit from it.
And did I mention that we are from Eastern Europe, where people hate to pay big bucks for a course? ?
There is no high production value here: no cameraperson, a set, or a big budget.
We’re not sitting in a rented mansion or high rise luxury building to make ourselves look cooler, wealthier, or more interesting than we really are.
We’re shooting from our offices Valencia, Spain
It ultimately depends on how fast you get started and how much action you take.
But inside the academy you will find playbooks that can be run in as short as 6 weeks.
We’re Andrei Zinkevich and Vladimir Blagojevic, with 30 combined years of experience in B2B marketing and sales, working with 100+ B2B companies across the globe.
Andrei is also the founder of B2B Marketers & Founders community and an author of a LinkedIn B2B Marketing book (awarded as the best B2B marketing ebook and was included to 100 Best B2B Marketing Books of All Time by Bookauthority).
Vlad’s been rated 4,74/5 by 50 verified B2B tech and service companies with long and complex sales cycles over the last 5 years.
We are sharing all the experience we gained by being in trenches and share behind the scenes of campaigns like:
- ABM campaign that generated $300k and had 37% reply rate with $5k budget
- Demand generation campaign that generated 9 sales-qualified opportunities and 3 deals with 10x ACV
- Virtual event campaign that generated 34 sales-qualified opportunities and 5 deals