Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty

  • 4h 45m
  • Antonia Wade
  • Kogan Page
  • 2023

Boost lead generation, improve pipeline conversion and build loyalty with clients using this guide to designing a successful end-to-end B2B marketing buyer journey.

Changes in B2B buying have heralded a new age of B2B marketing. Transforming the B2B Buyer Journey offers a new way of thinking that accommodates the many nuances in buyer behaviour. It provides a step-by-step guide to mapping the buyer journey, aligning channels, metrics and tactics according to their needs at each stage. The framework shows how to get more value out of brand investments, choosing and using technology and how to gauge return on investment. It also shows how to develop marketing as a real lever for business growth and how to reengineer marketing's relationship with sales.

Written by a highly experienced and award-winning Chief Marketing Officer, as well as containing case studies and examples from organizations including PwC, Accenture, EY, Salesforce, ServiceNow and NCR, it features tips and templates as well as common pitfalls to avoid.

This is an essential resource for ambitious B2B marketing professionals looking to achieve the competitive edge and change the traditional marketing relationship with buyers.

About the Author

Antonia Wade is the global CMO of PwC, leading brand strategy for one of the world's most trusted companies, creating flagship campaigns and running the marketing technology stack. Previously CMO at Capita and she led global marketing teams at Thomson Reuters and Accenture. Based in London, UK, she is on boards for ITSMA and Propolis and is a mentor for the Marketing Academy scholarship program. A regular speaker, she has judged numerous marketing awards - including the WARC award for B2B marketing effectiveness - and has been ranked by Marketing Week as a Top 100 Marketer.

In this Book

  • About This Book
  • Why Do We Need a New Buyer Journey Framework?
  • The Buyer Journey Framework—What Buyers Need
  • The Buyer Journey Framework—The B2B Marketer’s Role
  • Horizon Scanner
  • Explorer
  • Hunter
  • Active Buyer
  • Client
  • Summary of Part One
  • Bringing the Buyer Journey Together
  • Taking a Buyer Journey View of Brand
  • Using Technology and Data to Drive Results Across the Journey
  • Return on Investment, Managing Agencies, Setting Targets and a New Partnership with Sales
  • Afterword
  • References
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