Episode 180: Lifecycle marketing in 2026: How to engage with buyers in AI era with Ashley Faus

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


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Vladimir on Linkedin: https://www.linkedin.com/in/vladimirblagojevic/
Andrei on Linkedin: https://www.linkedin.com/in/azinkevich/
Ashley on Linkedin: https://www.linkedin.com/in/ashleyfaus/