Antonia Wade

Transforming the B2B Buyer Journey

• Gebundenes Buch

Produktbeschreibung

Increase B2B marketing leads, conversion rates and customer retention by designing a complete buyer journey that aligns with client needs.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 234
• Erscheinungstermin: 28. März 2023
• Englisch
• Abmessung: 240mm x 161mm x 20mm
• Gewicht: 691g
• ISBN-13: 9781398606821
• ISBN-10: 1398606820
• Artikelnr.: 63246480

Autorenporträt

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.

Inhaltsangabe

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

---

• 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

Rezensionen

"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." Jann Martin Schwarz, Co-Founder and Global Head, The B2B Institute at LinkedIn