Transforming the B2B Buyer Journey

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Sprache: Englisch

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Beschreibung

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 Customer 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 Customer 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.

Über den Autor

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.

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

Details

Erscheinungsjahr:	2026
Fachbereich:	Betriebswirtschaft
Genre:	Importe , Wirtschaft
Rubrik:	Recht & Wirtschaft
Medium:	Taschenbuch
Inhalt:	Einband - flex.(Paperback)
ISBN-13:	9781398606807
ISBN-10:	1398606804
Sprache:	Englisch
Einband:	Kartoniert / Broschiert
Autor:	Wade, Antonia
Hersteller:	Kogan Page
Verantwortliche Person für die EU:	Libri GmbH, Europaallee 1, D-36244 Bad Hersfeld, gpsr@libri.de
Maße:	234 x 156 x 13 mm
Von/Mit:	Antonia Wade
Erscheinungsdatum:	17.06.2026
Gewicht:	0,363 kg