Mini Peiris, CMO of Nintex, dives into the human side of B2B marketing, stressing the importance of connecting with the people behind the transactions. She discusses building brand affinity by understanding buyer needs and goals. The conversation shifts to the crucial role of the CMO in post-sale customer engagement, highlighting strategies for ongoing customer success and advocacy. Additionally, Mini shares insights on effective collaboration with sales and the need for a unified internal brand culture, ensuring every interaction feels meaningful.