Why Full Funnel Marketers Need a Dedicated Event

Modern B2B marketing has evolved. It’s no longer about generating leads, handing them to sales, and hoping the funnel works itself out. Today’s teams influence every stage of the customer journey. They shape demand, drive activation, support adoption, and play a major role in retention and expansion.

Yet most events still frame marketing as either top of funnel lead generation or broad brand storytelling. That leaves a significant gap for the people who manage the full customer lifecycle. Demand & Expand was created to fill that gap. It’s the full funnel marketing conference for B2B teams who own more than acquisition alone.

Demand & Expand takes place in San Francisco on May 19 and 20, 2026. It brings together practitioners from demand gen, lifecycle, customer marketing, MOps, and post sale revenue roles. If you’ve been looking for a B2B marketing conference that reflects what your team is actually responsible for, this event was built for you.

What Full Funnel Marketers Manage Today

Full funnel marketers don’t focus on a single stage. Their work spans the entire journey.

Creating pipeline and accelerating demand

Demand generation leaders are expected to build predictable growth. They drive audience development, manage multi touch campaigns, and influence every metric from lead to opportunity. Many seek a demand generation conference to sharpen these skills, yet few events connect demand gen to everything that happens after the deal closes.

Improving onboarding, activation, and adoption

Lifecycle marketing is now a core part of the revenue engine. From the moment a customer signs up, teams need effective onboarding programs, activation sequences, and product education. Traditional marketing events rarely explore these areas in depth, which is why marketers increasingly look for lifecycle marketing events that address the full journey.

Strengthening retention and renewal performance

Customer marketing and post sale communication have become essential for keeping accounts healthy. Marketers influence renewal outcomes, customer engagement, and early churn indicators. A customer marketing conference that connects these responsibilities with demand and lifecycle work has become necessary.

Driving expansion and revenue growth

Account growth used to sit almost entirely with sales. Today, marketing plays a pivotal role in shaping the experiences that lead to expansion. NRR is now a top metric across SaaS companies, which is why teams are searching for a SaaS marketing conference that goes beyond acquisition and into post sale growth.

Full funnel work spans all four pillars. Most conferences only cover one or two. Demand & Expand covers the entire set.

Why Existing Conferences Fall Short

There are strong industry events, but most focus on a narrow part of the modern marketing role.

Founder focused SaaS events

Many popular SaaS conferences offer valuable content for executives and investors, but they are not designed for practitioners. They cover funding, company building, and high level scaling strategies rather than the daily responsibilities of SaaS marketers who manage the full lifecycle.

Top of funnel marketing conferences

There are excellent B2B and brand focused events that cover content, product marketing, and digital campaigns. The challenge is that they generally prioritize acquisition. Full funnel marketers need deeper expertise in lifecycle, retention, and expansion.

Vendor led user conferences

User conferences provide hands-on learning but center on a single product. They don’t offer the broad, multi-channel perspective that full funnel marketers rely on.

B2B marketers who influence the entire customer journey deserve a dedicated space to learn, compare approaches, and build community. Demand & Expand exists for exactly that purpose.

What Makes Demand & Expand Different

Demand & Expand is built around the full B2B customer journey. It brings together the people who create demand, engage customers, and grow accounts after the initial sale.

A complete view of the funnel

Sessions span the entire lifecycle from awareness to expansion. You’ll find tactical content for demand generation, activation, customer marketing, lifecycle operations, retention, and account growth. Few B2B marketing conferences offer this level of coverage.

Practical insights from practitioners

Speakers include senior marketers, revenue leaders, and operators who are accountable for real results inside high growth B2B companies. Expect examples, frameworks, and processes you can put to work immediately.

A focus on revenue outcomes

Modern marketing is measured by far more than MQLs. Demand & Expand emphasizes NRR, GRR, activation, product adoption, engagement, and expansion pipeline. These topics are central to the program, not secondary content.

Cross functional collaboration

Demand, lifecycle, customer marketing, and GTM operations work together every day. This event welcomes practitioners from all four areas. It is one of the few B2B marketing conferences designed for teams that want to break down silos and improve how revenue organizations operate.

Built for marketing in 2026 and beyond

B2B go to market strategies have shifted quickly. This event focuses on what is working now and what will shape competitive advantage in the coming years.

Who Should Attend

Demand & Expand is designed for B2B professionals who influence revenue and customer experience, including:

• Demand generation managers and directors
  
• Lifecycle and customer marketing leaders
  
• Marketing operations and revenue operations teams
  
• Product marketers responsible for activation and adoption
  
• Growth and GTM teams
  

If your role touches any part of the customer journey, Demand & Expand will help you improve outcomes across the entire funnel.

Why You Should Attend in San Francisco

There are many B2B events in 2026 and beyond, but none built specifically for full funnel B2B marketers. Demand & Expand offers:

• A program that combines demand gen, lifecycle marketing, customer marketing, retention, and expansion
  
• Two days of actionable sessions led by experienced B2B practitioners
  
• Opportunities to connect with peers who understand the complexities of the revenue journey because they’re living it every day
  
• A curated environment designed for real learning rather than broad inspiration
  

Demand & Expand is positioned to become one of the leading B2B marketing conferences for professionals who work across the entire lifecycle.

Join Us for Demand & Expand 2026

Demand & Expand is more than a marketing event. It is a place for full funnel B2B marketers to learn, connect, and grow. If you have been searching for a conference that reflects the real responsibilities of modern marketing teams, this is your event.

Demand & Expand takes place on May 19 and 20, 2026 in San Francisco. Learn more and register at demandandexpand.com