- Provides a practical framework for designing an effective B2B marketing buyer journey, from lead generation and prospecting to nurturing existing client relationships
- Explores how to co-own the journey with sales and establish and measure key metrics and KPIs to demonstrate ROI and inform future investment
- Written by a highly-experienced CMO, who has been ranked by Marketing Week as a Top 100 Marketer
- Contains case studies and examples from organizations including IBM, Accenture, Deloitte, Capita, Salesforce, ServiceNow and BT
Transforming the B2B Buyer Journey
Maximize brand value, improve conversion rates and build loyalty
Increase B2B marketing leads, conversion rates and customer retention by designing a complete buyer journey that aligns with client needs.
Key features at a glance
EAN: 9781398606807
Edition: 1
Published:
Format: 235x158
232 pages
About the book
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 authors
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. She has been ranked by Marketing Week as a Top 100 Marketer.
Rigorous thinking about B2B marketing is still an anomaly rather than the norm, even though B2B companies form a vast part of the global economy. This much-needed book combines a strategic lens with a treasure trove of practitioner advice on how to navigate the challenging but intellectually fascinating task of attracting the elusive B2B buyer. If you want your marketing organization to be valued as a profit centre and not a discretionary expense, read this book.
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