In the very first episode of the FounderVideo podcast, we have the pleasure of listening to our host Will Martin interview Andrei Zinkevich, a B2B marketing strategist and the founder of Full-Funnel.io. He has experience with building ABM campaigns for companies in highly valuable yet niche markets.
Andrei points out the importance of the Ideal Customer Profile (ICP) and says that having customer interviews can provide important data to help shape your messaging, positioning and overall campaign success.
The key takeaway is that successful ABM requires customer-oriented strategies, a lot of testing and balancing awareness with demand generation.
TAKEAWAYS:
- Andrei Zinkevich specializes in ABM strategies for niche, high-value markets.
- Identifying and targeting Ideal Customer Profiles (ICPs) is critical for ABM success.
- Customer interviews uncover insights to shape messaging and positioning.
- Over-reliance on lead generation without building awareness is a common mistake.
- A full-funnel approach connects awareness, engagement, and demand generation.
- Aligning sales and marketing teams is key to ABM performance.
- Effective ABM focuses on quality engagement over lead volume.
- Testing assumptions and validating strategies ensures long-term success.
- Balancing awareness and demand generation drives sustainable results.
TIMESTAMPS:
00:00 Introduction
03:00 Learning Account-Based Marketing
06:31 The Importance of a Holistic Approach to Marketing
13:13 The Importance of Awareness in Full Funnel Marketing
20:11 The Timeline for Success in Awareness Programs
28:24 The Value of Customer Interviews
37:36 Common Mistakes in Gaining New Business from LinkedIn
42:47 Defining the Ideal Customer Profile (ICP)
52:33 Linking Positioning to the ICP and Go-to-Market Strategy
53:47 Crafting a Good Positioning and Value Proposition
56:01 SOP Intent Data Tracking on LinkedIn Organic
58:36 The Obsession with Metrics and ROI
