Beyond the Funnel: Turning Handoffs Into Brand-Building Moments (B2B Marketing Webinar Series)

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Conversion is no longer the end goal; it’s the starting line. In today’s pressure-packed B2B landscape, CMOs must deliver not just pipeline, but post-sale performance: adoption, renewal, loyalty and growth. Yet most brands stop short of activating the very insights marketing is best positioned to own.

At the same time, ownership of the post-sale experience often exists in a gray area. Marketing may uncover the insight, but other departments typically control the touchpoints. Creating consistent, branded customer experiences requires smarter collaboration, clearer handoffs and a shared commitment to customer outcomes.

In this webinar, Mower and Knauf explore how marketers can shape the post-purchase experience by turning onboarding, customer service and contract milestones into brand-building moments. By making these touchpoints intentional rather than incidental, marketing earns a larger seat at the table and begins to operate less like a cost center and more like the Chief Customer Office in action.