Avsnitt
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In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic a live, step-by-step case study of an ABM program for a niche market that you don't normally associate with ABM: real estate.
We invited our client, Amy Loesch, former CMO at CHARLESGATE, a Boston-based real estate company, helping developers and investors market and sell condos, as well market and lease apartment buildings.
Join us to learn and discuss:
- How to influence niche buyers from specific locations who are not active on social
- How to run ABM and nurture buyers in a market with very long cycles (more than 2 years)
- How to create account-specific content and leverage it in sales
- How to create 'solution awareness' with buyers who are used to do things in a certain way, and don't see why they should change
- How we structured the program, tests we did that worked and the lessons learned
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Amy Leyh Loesch: https://www.linkedin.com/in/amyleyh/ -
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to build a B2B marketing function that influences the whole buyer journey.
Join us to learn and discuss:
- 5 step process we use to align marketing & sales with the buying process of our target accounts
- How to recreate the buyer journey - the must have input
- How to define channels and programs to influence the buyer journey
We also covered questions from our community, e.g.:
- What is one thing that the market/ clients think they are doing right but in fact they are getting it wrong, and what should they be doing differently?
- Top tips for achieving alignment with sales if it is vast and global.
- If you were to start a full funnel marketing org from scratch, what would be the first hire?
- Are there any tools or apps that can help identifying the buyer journey?
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Ucoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
Saknas det avsnitt?
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In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to adjust your GTM strategy and marketing programs to new markets and segments to drive revenue (not a frustrated regional team).
Join us to learn and discuss:
The most common mistakes when trying to adopt a successful HQ's marketing program to a new region or vertical
5-steps process we use to adjust central frameworks to the new market GTM needs, challenges and team's skillset
How to set up the right expectations and metrics for the new program
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Ucoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
OPTIMIZE YOUR BUYER JOURNEY
With Mouseflow’s heatmaps and session recordings, you’ll easily understand the why behind the drop-offs and optimize those user journeys to drive more meaningful conversions.
Try for free here: https://bit.ly/47lmfI5
In the new episode of Fullfunnel Live we'll share with Vladimir Blagojevic how to plan long-term marketing and sales programs.
Join us to learn and discuss:
- How to structure long-term programs and align them with your team's capacity
- How to present programs to get leadership buy-in
- How to track program performance and what to report on if your program doesn't immediately generate revenue
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Ucoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
Join us to learn and discuss:
- How to use a Full-Funnel Go-To-Market strategy review template
- How to define which areas should be improved, where you need to focus and what to remove.
REMOVE FRICTION FROM THE BUYING PROCESS
With Mouseflow, you can track where potential buyers are getting stuck on your site—be it abandoned forms, confusing navigation, or even broken links in key areas like your sign-up page or demo request form. Try for free Mouselflow here: https://bit.ly/47lmfI5
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
In the new episode of Fullfunnel Live we are going to cover one of the hottest questions with Sam O'Brien, CMO @Dealfront:
Showing how to structure and align marketing and sales teams to run successful ABM programs.
Tune in to learn:
- Responsibilities of marketing and sales in the ABM programs
- Necessary meetings to keep the program going and getting buy-in with sales
- Fullfunnel & Dealfront case studies
FIND AND TARGET THE RIGHT ACCOUNTS THAT ARE ALREADY AWARE OF YOUR PRODUCT
See which accounts are coming to your website and get notifications when they visit high-intent pages (pricing, book a demo, etc).
Start with a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c...
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:
https://fullfunnel.io/marketing-newsl...
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog -
For the new episode of Fullfunnel Live we invited our long-term partner, Eric Melchor, founder @B2B PodPros to talk about raising brand awareness through sponsorships, podcasts and industry thought leaders.
Join us to learn and discuss:
Behind the scenes of podcast campaigns Eric ran in 2024: what worked and what failed with numbers
How to structure the sponsorship or collaboration with thought leaders to get meaningful results, not a generic mention on social
How we ran 6 month program for Dealfront and what results did the get
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Eric Melchor - https://www.linkedin.com/in/ericmelchor/
Andrei Zinkevich - https://www.linkedin.com/in/azinkevich/
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In the new episode of Fullfunnel Live we share how to align your demand generation programs with the buyer journey.
Tune in to learn:
- Demand generation from the buyer perspective and how B2B customers actually buy
- How long does it take to generate a sales opportunity: Overview of a real buyer journey
- 3 levels of demand
- How to match your CTAs (call to actions) with the buying intent
Below I share what are the 3 levels of demand
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
3 LEVELS OF DEMAND
1. DEMAND FOR CONTENT.
Buying intent: -/low.
Example:
I'm a B2B marketer working for a B2B company with a long sales cycle and high deal size product. I'm interested in upskilling myself, learn the best practices and industry trends.
Demand gen goals:
Motivate target audience to start following you, subscribing to your events, newsletter and engaging with your content.
Typical cycle: 6-8 months.
2. DEMAND FOR SOLUTION.
This is a stage where inhouse conversations about possible solutions to the existing challenge start happening.
Buying intent: low/medium.
Example:
We're missing revenue targets by 40%. Our outbound pipeline declines while inbound is unpredictable and generates low deal-size opportunities. What should we do?
Demand gen goals:
-Repetitive visits to your website, including high-intent pages from multiple visitors
- Engagement with solution-based content on social and content hubs
- Sharing your content with colleagues
Typical cycle: 3-6 months.
2. DEMAND FOR VENDOR.
This is a stage where the buying decision happens. Buyers do vendor research and talk to vetted vendors. The first vendors they select are the vendors that attracted their attention earlier.
Buying intent: high.
Example:
It's clear that we, marketing & sales, never worked as one team focusing on the same goals and targets. We want to go upmarket and generate enterprise opportunities with account-based programs. Which vendor will help us to achieve goals faster with our resources and budget?
Demand gen goals:
- Generate sales opportunities
Typical cycle: 1–3 months.
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A lot of B2B companies pay attention only to creating demand for a vendor and claim their sales cycle length is 1–3 months.
They ignore the rest of the buyer journey and pay a solid ROI tax on it.
Buyers that are in market spend 6–9 months consuming content related to their jobs-to-be-done and business challenges. Before they become in market, they create a list of preferred vendors. If you want to be among them, make sure your demand gen program is aligned with the buyer journey. -
In the new episode of Fullfunnel Live we'll share a live, step-by-step case study of an ABM program for skeptical IT buyers that generated several enterprise opportunities and won enterprise deals.
We invited our client, João Crisóstomo from TestRail (a brand of Gurock Software), to share:
- How to market to a technical audience not active on social—what works and what doesn't
- How to create expertise content when you don’t have the expertise
- How to warm up buyers not active on social
- How to work with internal and external subject-matter experts
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin
Andrei on Linkedin
João on Linkedin -
In the new episode of Fullfunnel Live we'll share a live, step-by-step case study of a new GTM strategy that resulted in 60% marketing-sourced pipeline (from initial 35%).
We invited our client, Ken Roden, former head of marketing at Wiley's Cross Knowledge brand, to share:
How he got a buy-in from the executives and from sales to completely transform their GTM strategy
The exact account-based marketing program Cross Knowledge (a Wiley brand), has implemented to drive 60% of their qualified sales pipeline
Four transformations most B2B marketing teams need to make, and the step-by-step breakdown of how we implemented these at Cross Knowledge
OUR SPONSOR - DEALFRONT.
What sets DealFront apart?
It has intent data, data enrichment, social signals, and data verification. You can identify right accounts for the ABM program and quickly define target buying committee members.
DealFront meets Europe's strict standards, ensuring GDPR compliance competitors can't match.
Grab your free demo today at DealFront: https://bit.ly/3UwLUZr
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:
https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Ken Roden on Linkedin: https://www.linkedin.com/in/kenroden/ -
In the new episode of Fullfunnel Live we share a live case study of a 2-months ABM program launch with Divash Basnet, VP Marketing and Lee Adam, Product Marketing from Cardata.
We cover:
- How to get buy in from sales and stakeholders to launch a joint program
- How to orchestrate a pilot program and set up the right KPIs for the ABM team
- How to balance marketing and sales resources between ABM and other motions
- ABM team, stack, playbooks and results of a 2-month pilot
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Lee Adam - https://www.linkedin.com/in/leefaithadam/
Divash Basnet - https://www.linkedin.com/in/divashbasnet/ -
In this video we share live examples of how to leverage intent data to:
Define highly engaged accounts that should be added to account-based marketing programs Matching next actions and call to actions with the intent levelOUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
In a new episode we share the step-by-step process on how marketing and sales should work on defining ICP for their ABM programs.
- Why ICP development for account-based marketing is different from your marketing strategy
- How to define account qualification and disqualification criteria
- How to segment accounts by tiers
- How to define the real buying committee (with enterprise examples)
OUR SPONSOR - DEALFRONT No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
In the new episode of Fullfunnel Live we explain how to develop a Full-Funnel B2B marketing function by refocusing everyone in your marketing and sales teams on revenue creation.
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
Key questions we discuss:
How siloed marketing and sales functions impact pipelineHow to create cross-functional full-funnel teams FAST without significant changes in the company's structureHow to adjust the KPIs in the full-funnel team to focus everybody on revenue and pipeline generationWhere do we see in the marketing org chart functions like website, social media, paid search? What’s the right level of reporting out to stakeholders across GTM/revenue teams? What are the first steps (or key steps) in transitioning to a cross-functional team model?
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
In the new episode of Fullfunnel Live we'll explain the role of SDRs in ABM to make it efficient.
Join us to learn and discuss:
- 5 SDR functions to run a great account-based marketing (ABM) program
- How SDRs can create awareness among the buying committee members
- How SDRs should collaborate with marketing
- KPIs for SDRs in the account-based marketing program
OUR SPONSOR
This episode is sponsored by Dealfront - a leading European intent data provider.
What sets DealFront apart?
This platform is fueled by live European data in multiple languages, providing you with insights and native integrations that other vendors don’t have.
With DealFront you can harness three layers of data – market signals, web visitors, and EU company databases. And there’s no need to worry about compliance.
DealFront meets Europe's strict standards, ensuring GDPR compliance competitors can't match. If you sell and market in Europe, and consider a great intent data + database platform, Head over and get a free demo here at:
https://www.leadfeeder.com/?utm_source=podcast&utm_medium=body&utm_campaign=fullfunnel
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsletter/
Join our community for B2B marketers - The Trenches: https://trenches.community/
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
MENTIONED EPISODES
https://www.youtube.com/watch?v=6Burn1F1HKE&t=0s
https://www.youtube.com/watch?v=Q3WGzOvNb9M -
In this episode we share How to select the right accounts for the ABM program.
Learn:
- Territory/market based account selection vs clusters
- 4 criteria you must pay attention to define accounts that are likely to become sales opportunities
- 3 ABM lists, and how to work with them to generate sales opportunities
OUR SPONSOR - DEALFRONT
No more not knowing who’s coming to your website, convert more leads and get a free trial at Dealfront: https://bit.ly/3UwLUZr
RESOURCES
Account segmentation: https://youtu.be/R5E1AJneJDc?si=mPH6t-FQ1drHNUGW
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-courses/
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers:
Join our community for B2B marketers - The Trenches: https://trenches.community/
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
In the new episode of Fullfunnel Live we cover Allbound marketing: how to create joint marketing and sales playbooks.
Tune in to learn:
- How to create joint full-funnel marketing and sales playbooks
- How internal reviews decrease the playbook efficiency
- How to incorporate change management to create awareness and generate demand from the accounts that are not currently in market
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
In the new episode of Fullfunnel Live we're going to cover How to fix a broken B2B playbook with full-funnel marketing.
How horizontal marketing and sales planning kills most programs and makes your pipeline sinkingHow to develop a full-funnel marketing planning to increase marketing-sourced revenueHow to improve ICP and your targeting to nurture the right accounts and buyers
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ -
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
In the new episode of Fullfunnel Live, we're going to cover together with Morgan Ingram how to create a content creation and distribution machine for non-sales/marketing audiences.
We'll cover:
How to enable your SMEs to create and share content
How to bring external expertise in case you don't have manpower or capacity in-house
How to distribute content to non-sales/marketing audiences
How to leverage SDRs for content distribution and account engagement
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Morgan J Ingram on Linkedin: https://www.linkedin.com/in/morganjingram/ -
Sign up to all live workshops and podcasts here: https://lu.ma/fullfunnel
In the new episode of Fullfunnel Live we're going to cover 15 UNOBVIOUS bottlenecks that make marketing & sales programs fail and the root reasons behind them.
RESOURCES
On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c
Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl
Join our community for B2B marketers - The Trenches: https://sendfox.com/trenches
Upcoming events: https://lu.ma/fullfunnel/events
Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog
Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/ - Visa fler
