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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.
EAN: 9781398606807
Edition: 1
Format: 234x156
256 pages

About the book

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

Today's B2B marketers need to think more like B2C marketers in leveraging client insights and designing a seamless customer journey to maximize conversion rates and sales. Transforming the B2B Buyer Journey offers a step-by-step guide to mapping and designing buyer journey dynamics through aligning channels, metrics and tactics to the needs of the buyer at each stage of the journey, from initial lead nurturing to maintaining client relationships.

Transforming the B2B Buyer Journey also explores co-owning the journey with sales, how to successfully implement account-based marketing and how to establish and measure key metrics and KPIs to demonstrate the ROI to key stakeholders. Written by a highly experienced and award-winning CMO, it also contains case studies and examples from organizations including IBM, Accenture, Deloitte, Capita, Salesforce, ServiceNow and BT and features tips and common pitfalls to avoid throughout. This is an essential resource for marketing professionals looking to achieve the competitive edge in their B2B marketing through an exceptional customer journey.

About the authors

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.