Lifecycle marketing in 2026: How to engage with buyers in AI era

It’s 2026, but still too many B2B companies treat marketing as a MQL factory in a linear funnel. Every interaction scored. Every behaviour is treated as a buying signal. Every nurture sequence designed to push someone toward a sales call they're not ready for. In this episode of Full-Funnel Live, Andrei and Vlad invited Ashley Faus, Head of Lifecycle Marketing at Atlassian, to fix that. Tune in to learn: ⁠- How lifecycle marketing got hijacked by MQL thinking and what it actually looks like in 2026 The playground model: how to design buyer journeys that match how people actually research, explore, and decide, even if you’ve inherited the “MQL factory” model How to run change management and sell the idea of “the playground" lifecycle model What AI can and cannot do for lifecycle marketing and what has to be true about your data before AI will work What a CMO can realistically build in year one when inheriting a broken linear funnel and 90 days to show the board something RESOURCES: On-Demand B2B Marketing Courses: https://fullfunnel.io/b2b-marketing-c... Full-Funnel Insider - A Marketing Newsletter For B2B Marketers: https://fullfunnel.io/marketing-newsl... Join our community for B2B marketers - The Trenches: https://trenches.community/ Upcoming events: https://lu.ma/fullfunnel/events Full-Funnel Marketing Content Hub: https://fullfunnel.io/blog