Full-funnel ABM for B2B brands with 5+ figure deals | Co-Founder @ FullFunnel.io

You need more pipeline that turns into revenue. But:
- Most marketing leads never convert to deals
- ⁠Outbound is in continuous decline 
- All the investments in trendy programs, agencies or tech didn’t move the needle. 

It’s time to try implementing full-funnel sales and marketing programs. 

Why? 

So you can:
- Accelerate this quarter’s revenue while building the future pipeline
- ⁠Convert 5-15% accounts to pipeline
- ⁠Bring marketing and sales teams together to drive the KPI that matters the most: sales velocity. 

We helped dozens of B2B tech companies implement full-funnel marketing and sales programs with 10%+ account-to-pipeline ratio. 

We will take your team by the hand and together, implement a scoped pilot program with clear milestones to prove the key KPIs, before investing in operationalization and scaling. 

To learn more or ask me anything, connect with me here or visit our website at fullfunnel.io



Vladimir Blagojević

Here's why so many good CMOs get fired. 

Leadership wants:
- faster results
- bigger numbers
- cheaper acquisition 

...all of that at once. 

This short-term ROI pressure pushes CMOs to do what gets measured: 

When forced to choose under pressure, CMOs are 5X likely to pick demand over brand. 
(recent study by Jon Miller, Ray Rike /Benchmarkit, Bill Macaitis and Carilu Dietrich). 

But this creates a structural problem.

- We put all our effort into meeting this quarter's number
- We don't invest in long term programs that build awareness and trust 

A few quarters later, the pipeline dries up. 

The numbers back this up: we're spending $2.00 to acquire $1.00 of net-new ARR. And the CAC payback time has been constantly increasing by 12.5% at median since 2022 (Pavilion).

Why is this happening? 

Leadership still believes that marketing is like a gumball machine: you put in $ and get $$ out (credit: Jon Miller). 

We know that reality is different: 
- Non-linear, complex buying journeys
- Early influence matters: more than 80% of buyers short list products they discovered before the buying process

But our attribution hides the early influence, and the "credit" goes to the last touch was before the deal, which reinforces the gumball machine thinking. 

So, without clear attribution to early and middle-funnel activities, leadership doubles down on short-term ROI.

And when the pressure doesn't bring results, CMOs get fired. 

The cycle repeats. 

--- 

As long as we stay in this loop, things won't change. 

But ripping out the entire infrastructure and starting from scratch is not an option either. No leadership will support it. 

The solution is an evolution, not a revolution. 

It all starts with a small-scoped pilot: 
- No new hires, a small cross-functional team 
- No extra budget, scoped down to a small set of accounts we have 'the right to win'
- Attribution: the team gets the credits for the pipeline created 
- The main goal is not volume, but effectiveness. By working together, from awareness to pipeline, that we can turn a higher % of high-value accounts into deals

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fullfunnelio

futurelab

trenches-b2b-marketing-community

full-funnel-b2b-marketing-summit

systemb2bmarketing

the-hour-a-day-linkedin-allbound-sales-machine

growth-labs-ltd.

6-week-abm

Full-Funnel ABM and Demand Gen For B2B Companies w/ High ACV | Co-Founder @ FullFunnel.io

Here's the pattern every CMO recognizes.

You're pressured to pour everything into hitting this quarter's number. You squeeze every last drop from the existing pipeline and demand. 

By meeting this quarter's number, you've depleted next quarter's pipeline. You didn't get to invest in the activities that build awareness and trust six to nine months out.

And leadership happily raises the bar. 

We're trapped in a system that punishes long-term thinking but demands long-term results.

"I'll survive this quarter, show ROI, and next quarter will be better."

No, it won't. That's rearranging deck chairs on the Titanic. The cost of non-strategic decisions compounds: 

1. ATTRIBUTION

65% of CMOs struggle proving marketing's revenue and pipeline contribution. This is the reality of last touch-attribution. 

Deals take months, sometimes years. Buyers might read your content, attend an event, see you on LinkedIn, talk to a partner, and only then reach out to sales.

But in the CRM, all that early influence disappears. The "credit" goes to the last touch before the deal.

Instead, consider a blend of self-attribution, account-based attribution, and customer interviews. Look for qualitative signals, not just quantitative ones.

2. PROGRAMS

Jon Miller's research: "when faced with budget cuts, marketing leaders are 5X more likely to protect demand gen budget than brand.

Odd, given 73% of companies agree that brand investment is a long-term investment that makes demand generation more efficient."

Instead, we need programs that balance long-term brand awareness, future pipeline development, and this quarter's goals

3. TEAMS

In most B2B orgs, there's a lack of cross-functional collaboration with sales.

Even with best intentions to work together, misaligned incentives get in the way. 

But without an orchestrated effort across GTM teams, it becomes impossible to influence the complete buyer journey. 

4. TECH/AI

Leadership hears "AI" and imagines instant pipeline at lower cost.

Yes, we can create more content than ever. Pull public data points and "personalize" at scale.

But all we're doing is scaling tactics that didn't work in the first place.  

Instead, AI should scale processes we have proven and refined through many iterations:
- Pilot → document & refine → train AI 
- Show AI what 'good looks like' with examples of high-quality output (quality benchmarks)
- Use deep insights and research about the target ICP segment as input for AI

---

The way out? 

1. Strong fundamentals (brand narrative, differentiation, positioning, ICP, buyer journey...)⠀
2. Full-funnel programs: awareness → demand capture → pipeline → Buyer enablement→ CS & expansion
3. Balanced time horizons 

- Long-term programs create brand and increase sales velocity
- Medium-term programs create future pipeline
- Short-term programs help to accelerate pipeline and capture the demand

Understand customers. Shape the journey. Build brands buyers choose.

B2B marketing plans often fail because of one reason:
Lack of clarity.

Bad plans include vague activities that are usually misunderstood by leadership and sales.

Brand awareness is not about running ads for ungated content.

ABM is not about making a wish list of accounts, running display ads, and automated emails.

Lead nurturing is not about setting up an automated sequence of emails to push the discovery call.

Yet most plans just mention these programs without any clarification.

If sales and leadership don't support these plans, it's not because they don't get marketing.

It's because they:

- Don't see the impact of these programs on the bottom line
- Don't expect it to be a cross-functional motion and expect marketing to run everything without sales involvement

Good marketing plans are:

1. BALANCED

- 80%: always-on programs that work historically
- 10%: short-term cross-functional campaigns co-created with sales
- 10%: experiments

2. DETAILED AND FOCUSED

All programs have clear:

- Detailed timeline
- Goals and expectations
- Success and failure criteria
- Resources involvement
- Leading and lagging indicators to track program efficiency
- Forecast
- Weekly planning and review meetings (see an example: https://lnkd.in/dN_hMyfQ)
- Campaign visual outline (or deck) to show how it impacts the pipeline and revenue

Our template: https://lnkd.in/dSmufFht

3. INTERCONNECTED AND CROSS-FUNCTIONAL

Every program impacts another, avoiding siloed execution.

Thought leadership ads to strategic accounts generate first-party engagement signals sales use for further engagement.

Webinars are tailored to a specific use case, buyer persona, and subset of accounts. They repurpose thought leadership content and are repurposed later as market research.

4. INFLUENCING THE ENTIRE BUYER JOURNEY

Marketing plans shouldn't be "brand awareness vs. demand capture" or "new pipeline vs. expansion."

If you focus on brand only, your sales process will struggle. We saw several MarTech companies generating buzz around them but struggling to convert brand into demand.

If you focus on demand capture, you'll miss the majority of the market.

Good marketing plans generate revenue while creating future pipeline, growing share of wallet, and preventing churn.

5. BACKED BY DATA

Marketing plans based on gut feelings or broad data always fail.

Plans that include revenue trends and sales pipeline velocity across markets, segments, and use cases (clusters) help make smart bets.

---

The reality is simple:

Our 2026 marketing plan won't fail because our CEO "doesn't get marketing". 

It will fail because we fail to clearly connect the dots between the activities and revenue.

Here's how to align ABM playbooks with long sales cycles and continuous nurturing. 

Our industry problem - engaging enterprise accounts the same way we sell $49 products. The mindset behind: if they are in the market, they will buy. We just need to hit them at the right time with the right message.

But this is fundamentally wrong when it comes to selling high ACV products. The low-ticket playbook simply doesn't work.

The enterprise sales cycle is long not because we send bad emails. It's long because corporates and mid-size companies operate in a completely different reality:

- Strategic initiatives
- Long-term planning
- Low velocity
- Complex buying centers with long decision cycles

Your solution should be a part of their current strategy. If it doesn't fit, nobody engages. But even if it does fit, enterprise buyers usually have their preferred vendors shortlist.

Sometimes you can break through, but it's more luck than a predictable motion.

WHAT YOU NEED INSTEAD

1. Always-on playbooks (continuous execution)

ABM Content 
- Thought leadership nurturing content
- Account love letters
- Paid & 1-1 content distribution
...

1-1 account development
- Account research
- Strategy sessions
- Multithreading
...

Ongoing social engagement 

3rd party signal tracking
- Hiring
- Stack changes
- Executive interviews
...

2. Program-based playbooks (planned initiatives)

E.g. 
Month 1: Content collabs
Month 2: Account-based webinar playbook 
Month 3: Follow-up workshops
...

3. Signal-based playbooks (reactive execution)

1 & 2 generate signals. 

Our job here: determine the level of intent and plan the right action aligned with it. 

TLDR;

To create future pipeline, you need to have continuos nurturing playbooks aligned with the length of enterprise buyer journey.

Helen Yu

CEO @Tigon Advisory Corp. | Host of CXO Spice | Board Director |Top 50 Women in Tech | AI, Cybersecurity, FinTech, Insurance, Industry40, Growth Acceleration

As the founder and CEO of Tigon Advisory, I help tech companies of all sizes multiply their growth opportunities by leveraging AI, cybersecurity, IoT, supply chain, and customer experience. With over a decade of technology industry experience, I offer CXO-as-a-service and guidance to organizations through digital transformation, strategic planning, enterprise risk management, go-to-market optimization, and influencer marketing.

I have worked with enterprise clients such as SAP, IBM, Salesforce and Microsoft, as well as B2B SaaS, Fintech, Insuretech, and Martech startups. I also serve as an independent board director and a venture capital advisor, where I bring a unique perspective on technology thought leadership, cybersecurity risk management, go-to-market strategy, and customer experience. I am a certified cybersecurity expert from MIT Sloan School of Management, an MBA from Loyola University of Chicago, and a respected industry thought leader, a Wall Street Journal best selling author, a keynote speaker, and a host of CXO Spice podcast. I am passionate about empowering and mentoring the next generation of technology leaders, especially women and minorities.

Director Board of Directors

CEC is a security service integrator with focus markets in manufacturing, healthcare, SLED and Corporate Campus.  Customers with complicated organizations and physical plants rely on CEC as extensions of their teams in making strategic investment and management decisions related to their technology and infrastructure. I serve as Culture and Compensation Committee Chair. 

Is your data infrastructure ready for the robotics era?

At #CES, I reconnected with Spencer Huang, Product Lead for Robotics at NVIDIA to get an update on Cosmos and GR00T.

His statement resonated with me: the companies winning in robotics have stopped waiting for perfect models. They're capturing data NOW.

Three insights that changed how I think about this space:
✅ The data problem is here 2026 will see a massive influx of real-world robotic data. But Spencer warns: "It's very easy to generate lots of data that's not useful." Winners will build pipelines to curate and synthesize quality data.
✅ Hybrid tasks = biggest opportunity The sweet spot are tasks too complex for traditional robots but not complex enough to need general AI. This is where companies can deploy TODAY.
✅ Dual simulation unlocks scale Cosmos provides diversity through natural language. Omniverse delivers physical precision. Together, they solve what seemed impossible: infinite scenarios with accurate physics.

Spencer's key insight: "If you want to leverage the technologies coming out in a year or two, capturing that data today is extremely crucial."

The inflection point for Robotics is here. What's your move?
Full insights: https://lnkd.in/gUMawp8m

#Robotics #AI #PhysicalAI #Manufacturing #Innovation

To stay current with the latest trends in #Technology and #Innovation, Subscribe to 👉 #CXOSpiceNewsletter here https://lnkd.in/gy2RJ9xg 
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"It's completely infeasible in the robotics space to assume one company can solve this, because we have to represent the entire world. It's not just t

Open article: The Future of Physical AI: Key Insights from NVIDIA's Robotics Product Lead at CES by Helen Yu • 5 min read

The Future of Physical AI: Key Insights from NVIDIA's Robotics Product Lead at CES

What if the next leap in robotics isn’t AI but mechanics?

This video highlights how 3D gear design is reshaping robotic motion, thanks to the ingenuity of three Japanese engineers.

Progress doesn’t always mean adding complexity. Sometimes, it means redesigning what we thought was already solved.

#Robotics #Engineering #DesignThinking #Manufacturing #Innovation

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The ChatGPT Moment for #Robotics Is Here.

Jensen Huang, CEO of NVIDIA delivered one of the most significant keynotes at CES, and the message is clear: physical AI breakthroughs are unlocking entirely new applications.

Just as ChatGPT transformed how we interact with AI through language, we're now witnessing a parallel revolution in the physical world. 

Huang predicts this could become the largest technology industry the world has ever seen, driven by three key pillars: agentic AI, self-driving cars, and humanoid robots.

Here are Key Announcements:
✅ NVIDIA Cosmos - A world foundation model platform trained on 20 million hours of real-world robotics and driving videos, enabling developers to create realistic simulations for testing autonomous systems
✅ Drive AV Stack - Mercedez Benz CLA achieved the highest Euro NCAP safety score in 2025, with urban driving capabilities rolling out via OTA updates in just over a year
✅ Isaac Robotics Platform - Open frameworks including Groot 1.6 with Cosmos Reason integration, enabling generalist-specialist robots that combine broad knowledge with deep expertise
✅Jetson Thor T4-1000 - Delivering 1,200 teraflops of AI compute at just 40-70 watts, making advanced robotics accessible at scale

The shift is already happening. Hundreds of billions in VC funding and trillions in R&D budgets are transitioning from classical computing methods to AI. Companies from Boston Dynamics to LEM Surgical AG are building on this platform to transform everything from manufacturing to healthcare.

Stay tuned for my conversation wtih Spencer Huang to get the latest update on Cosmos and GR00T. 

We're moving from AI that perceives and generates to AI that perceives, reasons, plans, and acts in the physical world. The future isn't just thinking machines; it's machines that can navigate our reality safely and intelligently.

What applications of physical AI are you most excited about? 

#CES2025 #PhysicalAI #Robotics #AutonomousVehicles #AI #Innovation #NVIDIAPartner

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What better way to kick off the new year than “Everybody” at Sphere with robots? 🤖🎶

The Backstreet Boys’ performance at Sphere was a reminder that when music, immersive tech, and robotics collide, the future feels very present. High energy, iconic sound, and yes… robots stealing the show.

That momentum carries straight into #CES this week, where I’ll be diving deeper into what’s next through interviews on:
✅ Robotics (Cosmos and GR00T Year One)
✅ Smarter AI for Enterprises
✅ Intelligent Product Lifecycle

From the stage to the show floor, innovation is setting the rhythm for 2026.
Stay tuned as the future of AI, robotics, and intelligent systems takes center stage.

#CES2026 #Robotics #AI #Enterprises #Engineering #HNY

To stay current with the latest trends in #Technology and #Innovation,
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What happens when Physical AI moves from demos to real-world deployment at scale, in motion, and in the operating room?

The NVIDIA Physical AI Showcase at CES had answers everywhere.
This short video captures some of the most memorable moments.

My favorite highlights:
✅ Miroki by Enchanted Tools
A familiar face from NVIDIA GTC last year - this social, general-purpose robot is designed to support patients through care, restorative, and cognitive assistance, making human-centered robotics tangible.
✅ Reachy Mini by Reachy.ai + NVIDIA DGX Spark
I got hands-on creating a stylized image with Reachy Mini, powered by NVIDIA DGX Spark. A fun, experimental process even though the result looked more like Shrek than me 😄.
✅ TRINITY – will.i.am’s one-seat EV concept
Focused on situational awareness, TRINITY lets drivers talk to AI about traffic and surroundings in real time, processing vision locally to understand the physical world beyond a map.
✅ LEM Surgical: From Innovation to Standard of Care
Already FDA 510(k) cleared and in routine clinical use, the Dynamis system shows how NVIDIA Physical AI is advancing robotic surgery toward greater autonomy and perception.
✅ AGIBOT at Scale
AGIBOT has shipped its 5,000th humanoid robot, now deployed across hospitality, manufacturing, logistics, security, and education; proof that humanoids are moving beyond prototypes.
✅ Reconnecting with Spencer Huang (NVIDIA Robotics)
A great conversation on what Physical AI enables next and how it’s moving from research to real-world impact. Stay tuned for the upcoming CXO Spice newsletter where I will be sharing more about our conversation.

Physical AI is no longer a glimpse of the future; it’s unfolding now across healthcare, mobility, and humanoid robotics.

To stay current with the latest trends in #Technology and #Innovation,
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What does 'durability over speed' require from boards and executive teams in practice?

What is emerging at Abu Dhabi Sustainability Week - ADSW is a view of leadership grounded in clarity and long-term alignment. Progress at scale is being discussed as something enabled by governance, consistency, and disciplined decision-making, rather than driven by momentum or messaging.

Partnerships are being framed as deliberate and earned, built on trust, shared values, and continuity over time. That framing will resonate with boards and executive teams operating in complex environments, where durability matters more than speed.

This perspective was articulated by Dr. Sultan Al Jaber during the opening ceremony and sits within a broader UAE emphasis on long-term alignment. Values are being positioned as a practical guide for how investments are assessed, how partners are chosen, and how progress is measured, with attention focused on systems that can hold over decades.

#ADSW2025 #Sustainability #ESG #CorporateGovernance #ClimateAction
To stay current with the latest trends in #Technology and #Innovation,
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What separates AI leaders from followers in financial services?

I'm pleased to share my perspective as quoted in sixth annual NVIDIA State of AI in Financial Services report: 89% of financial institutions report AI is increasing revenue while decreasing costs, and 65% are now actively deploying AI.

Here's my perspective on what matters:
"Open-source models are fundamentally changing the competitive dynamics in financial AI. The real value capture happens when institutions fine-tune these models on their proprietary transaction data, customer interaction histories and market intelligence, creating AI capabilities that competitors cannot replicate."

The institutions winning in AI are treating proprietary data as a strategic advantage. With 84% prioritizing open-source models and 42% exploring agentic AI, we're witnessing the foundation of competitive differentiation being built right now.

Download NVIDIA’s "State of AI in Financial Services: 2026 Trends" report to see where the industry is heading and how leaders are capturing value: https://nvda.ws/3ZqjDoW

#FinancialServices #AI #Innovation #CFO #CIO

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Are you tuning in to the Cisco AI Summit next Tuesday?

On February 3rd, Cisco Chair & CEO Chuck Robbins and President & Chief Product Officer Jeetu Patel are hosting a full day of live, candid conversations with the people building the AI economy. 

It's candid discussions with:
• Sam Altman at OpenAI on frontier models
• Jensen Huang at NVIDIA on AI infrastructure
• Fei-Fei Li at World Labs on spatial intelligence
• Mike Krieger at Anthropic, Dylan Field at Figma, Aaron Levie at Box, Matt Garman at Amazon Web Services (AWS) 

I'll be dialing in for "The AI Factory: Infrastructure for Intelligence" (7:30–8 p.m. PT); a conversation between Jensen Huang and Chuck Robbins on open models, next-gen accelerated computing, and building AI factories designed to manufacture intelligence at planetary scale.

February 3, 2026 | 9 AM – 8 PM PST. Free. No registration needed. Link to join: https://lnkd.in/gCP_5TYq

Check out the full agenda and drop in for whatever sessions interest you most. Follow along with #CiscoAISummit and I would love to hear your takeaways.

To stay current with the latest trends in #Technology and #Innovation, subscribe to #CXOSpiceNewsletter 👉 https://lnkd.in/gy2RJ9xg
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When a cyberattack hits, will your board lead or scramble?
✅ The average data breach now costs $4.88M globally and $9.3M in the U.S.
✅ 99% of ransomware attacks target backups, with recovery taking 24 days on average.
✅ 75% of security leaders say AI-powered attacks are already having a major impact.

This threat landscape is active and accelerating today.

AI and quantum computing are reshaping the threat landscape faster than most organizations can adapt. Building higher walls won’t save you when attackers scale faster, smarter, and cheaper.

Cybersecurity is no longer just a CISO issue; it’s a boardroom mandate.

Leading organizations are changing the playbook:
✅ From preventing everything → to managing acceptable risk
✅ From defense-first → to rapid response and recovery
✅ From cost center → to strategic business enabler

Read more from my blog: Is your board of directors truly leading on cyber readiness?
👉 https://lnkd.in/gMYj4TvD

Tune in Tuesday for the release of the 2026 Outlook for Identity Management Report to learn how boards and security leaders can stay ahead of the threat curve.

The convergence is underway and board preparedness will separate leaders from laggards.

#Cybersecurity #RiskManagement #BoardDirectors #CEOs 

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What happens when your first Acumatica Summit turns into a masterclass in community?

It started with the little things: flowers, a fruit stand, Starbucks coffee. Then came the conversations, generosity, and people who truly showed up.

When my laptop charger broke, Monika Skibeness saved the day (twice!), and Shary Dye, CPA came through with a charger to power the final evening. That’s  community.

I was honored to speak at the WiT luncheon, connecting with an incredible group of women and men who are driving meaningful change across the ecosystem. Thank you Irina Barber, Ph.D. JJ DiGeronimo Loni Unser and Lori Seal.

A personal highlight was finally meeting Sanket Akerkar, now COO and President of Acumatica. I hosted Sanket on CXO Spice last year when he was CRO, so celebrating his well-deserved promotion in person felt full circle.

And because the best conferences don’t end with the last session, time on the dance floor with Marcia Kennedy and Kimberly Roma, and celebrating with Irina Barber, Ph.D. and Aliya Rakimgulova, was a reminder that real connections often happen after hours.

Meeting Acumatica founder Mikhail Shchelkonogov was truly special. Hearing firsthand how he started the company and navigated its growth added depth and meaning to everything Acumatica represents today.

🎥 I captured some of these moments in a 50 second video below.

My interviews with Paul Tedford, CEO of WM Synergy, and John Case, CEO of Acumatica will be released next week. Stay tuned.

Grateful for an unforgettable first Summit.

#AcumaticaSummit #Leadership #WomenInTech #ERP #Community

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Are aerial robots quietly redefining how solar assets are maintained?

Drone-based cleaning is moving beyond novelty and into practical use. Instead of ground robots or rooftop crews, lightweight drones can now clear dust and sand from panels without contact; an important advantage for large solar farms where access is difficult and soiling losses add up fast.

What stands out is the operating model:
✅ Inspection and cleaning in a single pass
✅ No scaffolding or full-array shutdowns
✅ Far lower water use than conventional methods

This reframes cleaning from a periodic task into an ongoing maintenance process. It’s a subtle shift, but one that could compound into meaningful efficiency gains at scale.

It is still early, but this is a case where robotics fits the problem unusually well.

#Robotics #Solar #Drone #Innovation

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The Battle

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