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.

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The Student Book and ActiveBook has clearly laid out pages with a range of supportive features to aid learning and teaching:

• Getting to know your unit sections ensure learners understand the grading criteria and unit requirements.

• Getting ready for Assessment sections focus on preparation for external assessment with guidance for learners on what to expect. Hints and tips will help them prepare for assessment and sample answers are provided for a range of question types including, short and long answer questions, all with a supporting commentary. Learners can also prepare for internal assessment using this feature. A case study of a learner completing the internal assessment for that unit covering ‘How I got started’, ‘How I brought it all together’ and ‘What I got from the experience’.

• Pause Point features provide opportunities for learners to self-evaluate their learning at regular intervals. Each Pause Point point feature gives learners a Hint or Extend option to either revisit and reinforce the topic or encourage independent research or further study skills.

• Case Study and Theory into Practice features enable development of problem-solving skills and place the theory into real life situations learners could encounter.

• Assessment Activity/Practice features provide scaffolded assessment practice activities that help prepare learners for formative assessment. Within each assessment practice activity, a Plan, Do and Review section encourages supports learners’ formative assessment by to making sure they fully understand what they are being asked to do, what their goals are and how to evaluate the task and consider how they could improve.

• Dedicated Think Future pages provide case studies from the industry, with a focus on aspects of skills development that can be put into practice in a real work environment and further study.

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