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 will explore how marketers can extend their impact beyond the initial sale to strengthen ongoing relationships, deepen client value, and support sustained revenue. 

We’ll discuss questions like: 

• 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? 

Academic facilitation will be led by David Dubois, INSEAD, with industry perspectives from Ipsos. Join us on October 8, 10–11am EST for an interactive conversation with peers tackling these evolving challenges in B2B marketing.