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.

List of contents

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

About the author

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.

Product details

• Authors: Antonia Wade
• Publisher: Kogan Page
• Languages: English
• Product format: Hardback
• Released: 03.03.2023
• EAN: 9781398606821
• ISBN: 978-1-3986-0682-1
• No. of pages: 232
• Dimensions: 163 mm x 241 mm x 23 mm
• Weight: 580 g
• Subjects: Social sciences, law, business > Business > Advertising, marketing; BUSINESS & ECONOMICS / Marketing / General, Sales & marketing management, business strategy, Sales & marketing, Sales and marketing, BUSINESS & ECONOMICS / E-Commerce / Digital Marketing, Sales and marketing management