Transforming the B2B Buyer Journey

Maximize brand value, improve conversion rates and build loyalty
1. Auflage 2023
ISBN: 978-1-3986-0680-7
Verlag: Kogan Page Ltd

Buch, Englisch, 232 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 534 g

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.

Autoren/Hrsg.

Wade, Antonia

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management E-Commerce, E-Business, E-Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

• Section - ONE: ;
• • Chapter - 01: Why do we need a buyer journey framework?;
  • Chapter - 02: The buyer journey framework – What buyers need;
  • Chapter - 03: The buyer journey framework – The B2B marketer’s role;
  • Chapter - 04: Horizon scanner;
  • Chapter - 05: Explorer;
  • Chapter - 06: Hunter;
  • Chapter - 07: Active buyer;
  • Chapter - 08: Client;
  • Chapter - 09: Summary of section 1;
• Section - TWO: ;
• • Chapter - 10: Bringing the buyer journey together;
• Section - THREE: ;
• • Chapter - 11: Taking a buyer journey view of brand;
  • Chapter - 12: Using tech and data to drive results across the journey;
  • Chapter - 13: Return on investment, setting targets and a new partnership with sales;
  • Chapter - 14: Appendix

Über Autor(innen)

Wade, Antonia
Antonia Wade is the global CMO of PwC. She was previously CMO at Capita and has also led the global and European marketing teams at Thomson Reuters/Refinitiv and served as Marketing Director at Accenture. Based in London, UK, she is on the boards for ITSMA and Propolis and is a mentor for the Marketing Academy scholarship program. A regular conference speaker, she is a judge of numerous marketing awards - including leading the WARC award for B2B marketing effectiveness - and has been ranked by Marketing Week as a Top 100 Marketer.

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.