The Funnel is Broken: Rebuild your B2B Marketing Foundation in 90 Minutes
Wednesday, July 16 · 1 pm ET · 10 am PT
The traditional marketing funnel is broken and doesn’t reflect how B2B buyers actually make decisions. Today’s reality involves complex buying committees, intent signals, and non-linear purchase journeys that require a fundamentally different approach.
Here’s the twist: We’re not giving you another theoretical framework to collect digital dust. Instead, you’ll get 90 minutes of practical insights delivered in six 15-minute sessions. Designed for busy schedules and modern attention spans.
What You’ll Learn:
1. Propensity Modeling 101 (15 min) – How modern buyer behavior data reshapes marketing strategy and execution.
- Ari Capogeannis, Sr. Director, Enterprise Revenue Marketing, NVIDIA
2. MQLs, MQAs, and Buying Groups (15 min) – Why marketing to buying committees requires full-account visibility, not individual lead scoring.
- Rich Copenhagen, Sr. Director, Business Operations, Sysdig
- Jessica Fewless, VP, Marketing and Partnerships, Inverta
3. Campaign Overhaul (15 min) – How to rebuild your marketing engine with buying group data and how to work better with sales.
- Hannah Swanson, Sr. Director of Marketing, Intentsify
- Jessica Fewless, VP, Marketing and Partnerships, Inverta
4. Content as Fuel (15 min) – How to power your demand generation with content that works — and when to use AI to help.
- Meghan Crook Brisson, Sr. Manager of Content, Intentsify
- Chris Gillespie, CEO and Creative Director, Fenwick
5. Aligning Brand and Demand (15 min) – How to coordinate awareness and lead generation for maximum pipeline impact.
- Hannah Swanson, Sr. Director of Marketing, Intentsify
- Kenna Rooney, Sr. Digital Marketing Manager, Intentsify
6. The Reality Check (15 min) – Common transformation pitfalls and how to avoid them.
- Allie Kelly, CMO, Intentsify
- Kathy Macchi, EVP and Co-founder, Inverta
Ready to bury the funnel once and for all?
Featuring marketing leaders from Nvidia, Sysdig, and Fenwick, along with strategic experts from Inverta and Intentsify.
