Fullfunnel: B2B demand generation consulting and training at $50K a month

Fullfunnel sells account-based marketing (ABM) and demand generation consulting and training to B2B tech companies with high annual contract values and long sales cycles, and it was doing $50K a month as founder-reported in the October 2022 Starter Story interview.

How it started

Co-founders Andrei Zinkevich and Vladimir Blagojevic worked together before Fullfunnel on a project developing an ABM strategy for 30+ B2B tech startups from Belgium, as part of the anticrisis program developed by imec accelerator. office hours exposed the gap they would later build a business on: most teams described ABM as building a firmographic list, identifying decision-makers' LinkedIn profiles and emails, uploading the list to LinkedIn to run product ads, and then reaching out by email and/or LinkedIn.

Fullfunnel launched in September 2020, bootstrapped, with no full-time employees. Instead of building a full offering first, the founders ran a pilot: a six-week ABM campaign on a $300 budget, to test whether there was demand for building in-house ABM operations. It produced 6 sales opportunities and 2 deals, and validated the idea.

What it sells, and what either source says about pricing

FullFunnel.io describes itself as "ABM and Demand Gen Consulting & Training" — training and consulting programs for B2B revenue teams, aimed at generating stable demand and predictably landing and expanding 5+ figure deals with 20%+ of target accounts. The business runs under FullFunnel OÜ, based at Ahtri 12, Tallinn, Estonia.

The site splits the offering into two lines:

FullFunnel ABM Consulting — helping a company's team develop an ABM strategy, launch pilot programs, then operationalize and scale them without ramping up budget or depending on external agencies.
FullFunnel Academy — described on the site as the flagship, comprehensive training covering full-funnel marketing, marketing strategy, demand generation and account-based marketing, for growing B2B companies with long sales cycles. A selection of the academy's courses is sold as on-demand courses.

What a client pays is not stated in either source. The official site had no pricing page when it was fetched on 2026-09-30, and the founder does not give a price per client in the interview, so no engagement or course price can be quoted here.

Where the first customers came from, and what kept growth going

The pilot campaign was tightly scoped. The ideal customer profile was Belgium B2B tech (hardware/SaaS) with ACV above $50k, long sales cycles, and executives whose background was not in sales or marketing.

The first step was not outreach but access. The founders invited target buyers onto the Full-Funnel B2B Marketing Podcast: of 21 accounts, 16 responded (76%) and 9 agreed to an interview (46%). Those conversations surfaced each account's priorities, flagged which ones had an existing need, and doubled as content. Only then came 1-1 personalized outreach by direct mail — a 100% personalized proposal with a plan for the specific challenge, a QR code pointing to a content hub of relevant case studies, and a personalized gift — followed by deliberate follow-up, where Zinkevich says most opportunities were created.

Growth afterwards came from doing this publicly and on a schedule. In reviewing every won and lost deal from the first half of 2022, the founder reported that 91% of clients mentioned they had heard about Fullfunnel on LinkedIn, most of them because someone in their network had engaged with the content; that every client had attended at least one webinar and at least one person on the client side read the weekly Full-Funnel Insider newsletter; that Tier 1 deals were preceded by engaging with at least 3 buying committee members on LinkedIn; and that detailed case studies had the biggest impact on vendor choice. Content forwarded onto internal Slack or Teams created awareness across the whole committee. One line covers the routine behind it: "Daily thought leadership on LinkedIn."

Two details complicate the picture. All inbound opportunities coming directly from search were a bad fit and had to be disqualified. And in 2022 roughly 30% of all inbound came from referrals (again, not all a good fit) plus 2 from guest posts, including a client recommended by a well-known B2B marketing thought leader — which is why the founder argues for building relationships with thought leaders, peers, communities and industry media, not just with ideal customers.

These are the founder's own accounts of his own deals, from the interview; they are self-reported, not independent measurement.

The numbers

Every figure below is what the founder said in the October 2022 interview, dated 2022-10-10. None of it should be read as current revenue.

Revenue: $50K MRR, founder-reported in October 2022. He also refers to $500K ARR as of Sep 22, and to $1M generated in the sales pipeline over 18 months, with pipeline velocity showing $700K ARR.
Time to that number: 18 months from the September 2020 launch.
Team: two founders and two employees at the time of the interview; he describes the first year as running with a team of three people. Bootstrapped, started without full-time employees. Based in Tallinn, Estonia.
Stated starting cost: a $300 budget for the six-week pilot campaign. No other startup cost figure appears in either source.
First calendar year (2021), as reported: 63 inbound opportunities and $600k in pipeline.

How this compares

For context, these category figures come from 1M.chat's analysis of 1,997 businesses with founder-reported revenue in Starter Story interviews (2015–2026) — a self-selected sample of founders who chose to be interviewed, not a random sample of all businesses. Within the Agencies & services category:

381 businesses have founder-reported revenue
Median monthly revenue: $48K
35% report $1M a year or more
Median employees: 5
63% started by one founder

Among the 272 businesses in the category with channel information, the most common growth channels reported are organic social media (61%), SEO and organic search (51%), word of mouth and referrals (51%), and paid ads (28%).

Against those medians, Fullfunnel's $50K monthly figure sits close to the category median. Its two-employee headcount is smaller than the category median of 5, and it was started by two founders rather than one, which is the less common pattern. Because the category revenue figures are themselves founder-reported at the time of each interview, they describe historical snapshots, not what any of these businesses earn now.

What a founder can take from this

Buy validation cheaply and with a deadline. A $300 budget and six weeks forced a decision about whether demand existed before any product was built. The pilot also produced sellable assets — podcast interviews, cases, a content hub — rather than just an answer.
Pick a niche narrow enough to filter leads. ACV above $50k, long sales cycles, executives without a marketing background. That definition made it possible to disqualify inbound quickly, including every search-sourced opportunity, instead of chasing whatever arrived.
Use a format that gets you into conversations. Inviting target buyers onto a podcast generated a 76% response rate from 21 accounts and 9 interviews, and each one improved targeting and produced content. Access first, pitch second.
Track deal-committee signals, not audience metrics. Completed webinars, how many committee members were engaged before a Tier 1 deal, case-study influence, whether anyone reads the newsletter. Follower counts, views and likes appear nowhere in how he explains the pipeline.
Build relationships beyond your buyers. Referrals and one recommendation from a recognized B2B marketing voice came out of deliberate work with peers, communities, thought leaders and industry media — a channel that compounds more slowly than ads and is harder to copy.

None of this predicts what any particular business will earn; it is one company's reported path, at one point in time.

Sources

Revenue, team and start-cost figures are what the founder reported at the interview date, not current figures and not a prediction of what you will earn. Product and pricing facts come from the business's own website as checked on 30 September 2026. Method & sources · Disclosure