Marketers Have It Backwards: Funnel vs Mental Availability

​Somewhere along the way, demand generation quietly turned into lead generation - and most B2B teams never noticed the swap.

​Emilia Korczynska has spent 6+ years as VP of Marketing at Userpilot running demand gen, ABM and brand, and questioning the lead-gen model the whole time. She's joining Jules Davies (Founder, Scalerrs) for a straight conversation about whether the traditional B2B funnel still reflects how buyers actually buy.

​What we'll get into:

• ​How budget → leads → MQLs → pipeline became the default model, and what breaks when marketers are rewarded for volume instead of demand

• ​What mental availability means in B2B — and what marketing owes buyers who aren't in-market yet

• ​Whether every channel should be measured by pipeline, the metrics Emilia actually trusts, and what she'd delete from the average dashboard

• ​How brand, ABM and demand gen are supposed to work together

• ​Where search, AI visibility and third-party sources like Reddit fit into a journey that starts long before someone becomes a lead

​We'll close with rapid fire - gated content, last-click attribution, ABM, self-reported attribution - and 10–15 minutes of open Q&A.

​This isn't a pitch, and nobody's declaring the funnel dead. It's a working conversation about a model most teams inherited without examining.

​Thursday, 27 August · 5:30 PM UK (BST) / 12:30 PM ET Online · 45–60 minutes plus Q&A Recording sent to everyone who registers.