Antonia Wade

Transforming the B2B Buyer Journey (eBook, ePUB)

Maximize brand value, improve conversion rates and build loyalty

• Format: ePub

Produktbeschreibung

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.

Produktdetails

• Verlag: Kogan Page
• Seitenzahl: 232
• Erscheinungstermin: 3. März 2023
• Englisch
• ISBN-13: 9781398606814
• Artikelnr.: 67497134

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