From Lead to Loyalty: Is B2B Too Obsessed With the Funnel?

The traditional B2B funnel is broken. We've become so obsessed with moving leads through stages that we've forgotten to design genuine customer experiences. What if the future of B2B marketing isn't about optimizing funnels—but about building relationships that transcend the first sale? Hear from marketing leaders as they challenge conventional wisdom about B2B customer journeys. From rethinking the role of virtual events in relationship building to expanding marketing's ownership beyond the handoff, this session tackles the hard questions every growth-focused leader is asking.