MSI/ARF B2B Exchange: Redefining Marketing’s Role

In B2B, the story doesn’t end with the first contract signed. Traditional funnel thinking often stops at the point of sale, overlooking the critical role marketing plays in driving adoption, customer success, and long-term growth. This MSI/ARF B2B Exchange session featuring Ipsos’ Anne Hunter will explore how marketers can extend their impact beyond the initial sale to strengthen ongoing relationships, deepen client value, and support sustained revenue.

Hear more about:

• How should marketing partner with customer success and sales to manage long-term engagement?
• What does it take to track and support ongoing sales in complex enterprise models, versus SMB contexts?
• How can marketers create strategies that drive retention, expansion, and loyalty in the B2B lifecycle?
• And increasingly: how does B2B marketing work in the era of LLMs, where brand discovery and engagement may happen through AI-driven answers rather than traditional search?

To join us, please register here.