Transforming the B2B Buyer Journey: Increase Leads, Maximize Conversion Rates and Build Loyalty

ISBN-13: 9781398606807 / Angielski / Miękka / 2023 / 256 str.

Antonia Wade

Opis

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

Recenzje

"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

Spis treści

• 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

O autorze

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.