🕵🏻‍♂️ The best of Fullfunnel

The list of our most popular articles, LinkedIn posts, Substack newsletters, and podcast episodes in the 1st half of 2025

The first half of 2025 was one of the most challenging periods for B2B CMOs. They are in between two fires: CEO, CFO, Sales on one side, and Buyer Needs on another (check this post).

From the first group they constantly receive requests to drive marketing-sourced revenue and deploy AI to scale everything fast.

At the same time, CMOs understand that they need to focus on brand, awareness and demand generation to be perceived as a vendor that solves strategic challenges.

We tried our best in the first half of 2025 to share practical solutions to handle this challenge.

Below you can enjoy our best content created this year to read & listen during the summer pause.

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Full-Funnel Academy is a comprehensive B2B marketing training and Slack community for B2B marketers who care about revenue and want to move the needle.

Academy includes:

• All our B2B marketing courses including ABM playbook, LinkedIn Allbound marketing playbook and 11 more courses that aren't available publicly + upcoming courses on B2B demand generation and marketing and sales alignment.

• Private Slack community to answer all your questions

• Personalized learning plan. If you are not sure what skills you’d develop in the first place and how to get maximum from the program, we can create a personalized learning plan accordingly to the time you can dedicate to education.

• Behind the scenes sessions. See what’s working and what doesn’t work and why on the “behind the scenes” sessions where we review the campaigns we are running for our clients and us.

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Learn more and join the academy here.

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The most popular in-depth guides (by total read time)

1. Account-Based Content Strategy: Using Content To Drive Awareness and Pipeline

2. The ABM Pilot Program With 60% Marketing-Sourced Enterprise Pipeline

3. Four ABM Programs that Drove $7 Mil Pipeline: A Practical Guide to Launching and Adapting ABM to Your Business

4. Demand Generation for Long Sales Cycles

5. The ultimate guide to marketing and sales alignment in B2B companies

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Top 10 most watched episodes of Full-Funnel Live

1. Account-based journeys: how enterprise sales reps create multi-channel journeys to book more calls

2. Account-based content marketing: Certn Case Study

3. B2B Demand Generation Playbook Webinar

4. Capturing demand signals

5. Account-based content strategy: Fullfunnel.io Playbook

6. Demand Generation in Action: Real-World Examples

7. Demand Generation for Long Sales Cycles

8. ABM Program to Engage and Land Enterprise Sales Opportunities [Live Case Study]

9. 4 ABM Programs that Drove $7MIL Pipeline

10. How to Run a Successful ABM Program

If you enjoy our podcast, you can watch previous episodes with Chris Walker, Jon Miller, Rand Fishkin, Gaetano Di Nardi, April Dunford and other great guests on your favourite platform.

• Apple Podcasts

• Spotify

• YouTube

Top 10 most read newsletter issues on Substack

1. Who owns ABM?

2. Account-based content

3. Leads - The honest post about B2B lead generation

4. B2B Demand Generation Playbook

5. Demand generation from the buyer's perspective

6. The sales perspective on ABM

7. B2B marketing in 2025

8. ABM from CMOs perspective

9. Account-Based Engagement Playbook

10. Operationalizing ABM

The most popular LinkedIn posts

*A lot of people mentioned they don’t always see our content in their LinkedIn feed. If you want to receive a notification when we publish a new content, visit Andrei’s and Vlad’s profiles and click on the ring button, then, click on receive all notifications.

1. We never work with B2B companies that reach out to us and ask "to generate more leads"

2. Here is how a B2B marketing strategy SHOULD look like

3. ABM is NOT

4. CEO to a new VP of Marketing: We expect you to generate marketing-sourced revenue and leads.

5. Here is a breakdown of our Account-Based Content strategy

6. My bet: Only B2B teams that can build an audience and community, stand out, and create cross-functional revenue alignment will win

7. The #1 reason your B2B Marketing falls apart

8. The Brand Awareness Pyramid

9. Marketing planning doesn't have to be complicated and sophisticated

10. Intent data ≠ buying signals (that's why sales follow-ups often suck).

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If any of these challenges sound familiar:

• You are aligned in theory with sales but don’t do anything in practice aside from receiving wish lists from sales and sharing with them your marketing plan. In reality, you work in silos and miss the revenue targets and are being pressured by your executives.

• You understand that your marketing and sales playbook is broken (mqls, gated content) but despite many attempts you don’t know how to fix it

• Your outbound, paid ads and organic pipeline drastically decreased while CAC increased mostly because most of your market is problem unaware and not buying.

• You lack brand awareness among target accounts and sales can’t get even a reply.

• You clearly see that you're already behind your revenue targets

We can help.

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Listen to Full-Funnel Live - or tune in for one of our collaboration episodes - this time with BD: Learn the 80/20 Rule of Marketing from Andrei Zinkevich

*If you want to attend our next live episode, sign up here to receive an invite. Usually, we host them every Wednesday at 4 pm CET (Central Europe) - 10 am ET (Eastern Time).

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