How to create a predictable and scalable B2B lead generation and sales system with full-funnel marketing.
63% of B2B marketers report that their biggest marketing challenge is to generate traffic and leads (according to the State Of Inbound report by HubSpot).
40% report that they struggle to provide the ROI of their marketing activities.
Here are the most common reasons.
Operating as one-size-fits-all / absence of unique value proposition. Marketing runs generic marketing campaigns trying to cover maximum market segments with a universal marketing message while sales run the same generic outbound campaigns, playing the game of numbers and hoping to get the meeting.
Marketing and Sales teams aren't aligned around revenue. Marketing focuses only on the awareness activities and ads, and don’t help sales to close more deals or hit the revenue quota.
Focus on the decision-makers only. Marketing and sales focus solely on the decision-makers and don't engage with other people who influence the decision-making process. They lose momentum and ignore the fact that usually 5-7 people influence the deal.
Absence of client success program. Instead of focusing on retention and expansion marketing and sales switch their focus on generating new leads.
The sales process is company-centric. Marketing and SDRs try to generate meetings with paid acquisition and cold outreach ignoring the readiness to buy and the way how do customers usually buy the same products.
The same approach to all prospects. If one company can generate 10x, 25x or 50x more revenue, why they “deserve” the same approach? Lots of B2B marketing and sales teams ignore this and deliver the same message to the entire market.
Absence of warm-up and nurturing programs.
It took us 10 years to develop the twelve-step framework to create a predictable, scalable, and efficient lead generation and sales system we are sharing in this presentation.
Less leads, more revenue: full-funnel B2B marketing
Less Leads, More Revenue
How to predictably ﬁll your pipeline with qualiﬁed
sales opportunities from your dream list of clients
— without mass outreach or paying for ads.
Case Software to manage drone businesses
Challenge Free trial users not converting to paid customers, long
Solution Target a more proﬁtable market segment; update
product positioning based on interviews with prospects
from the segment
Result 2 months after shifting their focus to a more proﬁtable
segment, they easily won 5 new deals — each
worth 5X than customers they were struggling to
close before. They also won a new investment round,
and found a new drive in their team.
Focus on the 20% of your best clients who generate 80% of
results, referrals and revenue.
#2 STAND OUT
Make your ideal clients aware of your products and unique
beneﬁts they can get from you.
FullFunnel.io Process Case study
Case Software for manufacturing operation management in
the process industry
Challenge After 14 years of product development and slow growth
through referrals, ﬁnding ways to scale beyond own
network and geography in a niche market
Solution Narrowing the value proposition around speciﬁc beneﬁts
and results of a narrow target audience of quality and
production managers and directors in the food industry
Result Lift in lead conversion rate of 90,02%, expanding to 2
Lemlist grew from 0 to $1m ARR in less than 2 years — without external funding — in
a cut-throat competitive cold-email market (decimated by GDPR) by focusing on unique
your ideal clients and generate demand - even when they are
FullFunnel.io Process Case study
Case B2B marketing consulting company
Challenge Get into a new, highly-competitive market, without
any connections, marketing budget or a marketing
Solution Building a community and personal brand via
LinkedIn inbound marketing
Result Becoming a recognized thought leader, and
doubling revenue year after year based solely
on inbound inquiries
to your best clients and build a relationship at scale.
FullFunnel.io Connect Funnels Case study
Case Customer software development company
Challenge Generate leads in a commodity market.
They've never done marketing, worked as a
"one size ﬁts all" vendor, and grew by
referrals and roadshows. Miserable
response rates on email and LinkedIn
outreach, a massive drop-oﬀ after investing
a lot of time and money in roadshows(5%
reply to after-event follow-ups).
Solution 1-1 campaign for the “tier 1” accounts (high
end of the market)
Result $300k in sales opportunities from one
campaign (read the complete case-study)
Avoid wasting time on low-quality leads and make personalized
oﬀers aligning the beneﬁts of your product with the needs and
challenges of your prospects.
Connect & Qualify Funnels
Case B2B technology provider of cloud services
Challenge Generate leads in a highly competitive,
Solution Niche podcast targeting a speciﬁc
Result 80% contact to conversation rate, 30%
conversation to sales-qualiﬁed
Shorten your sales cycles by making timely personalized follow
ups and arming your champions to sell your product inside their
Companies that excel at lead-nurturing generate
50% more sales-ready leads at a 33% lower
8) Nurtured leads make 47% larger purchases
than non-nurtured leads. (Invespcro)
Retain, expand and generate new business opportunities
increasing LTV of each customer with a client success process.
Acquiring a new customer can cost five times more than
retaining an existing customer.
Increasing customer retention by 5% can increase profits
The success rate of selling to a existing vs new customer
60-70% vs 5-20%.
We partner with B2B tech and service-based
companies, by joining the team as external
marketing advisors to help them developing a
predictable growth engine — with an ROI from
FullFunnel.io Process to get you focused
Marketing audit is a systematic, in-depth
review of your sales and marketing activities
and your online presence that helps you:
● Identify and ﬁx the big leaks in your
sales funnel, instead of ﬁnding ways
to pour more water into a leaking
● Know exactly what to do, instead of
having to test lots of channels and
tactics to ﬁnd what works for your
Step #1: Marketing Audit Step #2: Individual step-by step plan
Consisting of 20% of actions that will bring
you 80% of results
Step #3: Build momentum w/ sprints
Each sprint will be short (2-4 weeks),
concentrated eﬀort to reach a certain
milestone (see the next slide for example)
The goal of the audit is to
identify all the possible
bottlenecks that block
your business growth.
Done for you marketing plan
Plan is created according
to your growth stage and
Sprint: start Deep Conversations With
80% of Top-Tier Accounts
Sprint #1 Per month
Audience 10-15 targeted ICPs* 15-20 targeted ICPs
# Sales qualified
Other results Original weekly content piece for social media and
website, with ±1-2h of
Investment 10h to prepare
2-3h per week to prepare, do the work and follow up
External costs: 200-500€ per month in tooling,
freelance fees and promotional materials
Sprints include detailed steps on how
to execute a particular campaign
Instead of telling you the basics
during our call, we’ve created a
platform describing in details how to
implement every campaign
Consulting calls every week
On our calls we discuss practical cases
● How to tackle the challenges you’ve
● How to improve your copy, outreach,
message, ads or whatever you need
● How to improve your campaigns
● What should be the next steps, etc...
• Founder @Fullfunnel.io (Full-funnel B2B
marketing for Tech and service-based companies)
• Founder @ROIplan (marketing planning platform
that helps marketing teams to align marketing
with sales, business goals and focus on the
experiments which can generate the highest
• Author @LinkedIn B2B Marketing Inbound
book (awarded as the best B2B marketing ebook
and was included to 100 Best B2B Marketing
Books of All Time by Bookauthority).
• Founder of B2B Marketers & Founders
• 14 years in B2B Marketing and Sales
• Founder @Fullfunnel.io, full-funnel
B2B marketing for high-value tech and
• 14 years of experience selling and
marketing B2B services and products
• Helped 100+ B2B companies with
• Rated 4,74/5 by 50 veriﬁed B2B
companies over the last 5 years
SOME OF OUR CLIENTS