The Funnel is Broken: Rebuild your B2B Marketing Foundation in 90 Minutes
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.
