Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty
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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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Additional information
| Publisher | 1st edition (3 Mar. 2023), Kogan page |
|---|---|
| Language | English |
| Paperback | 232 pages |
| ISBN-10 | 1398606804 |
| ISBN-13 | 978-1398606807 |
| Dimensions | 15.8 x 1.2 x 23.5 cm |
by @Timothy_Hughes
Antonia Wade’s book takes you through the journey of the modern internet savvy buyer, just like you and me and, just like any B2B (business to business) buyer today.
The book is designed to enable companies to build strategies based on this buyer process, rather than seeing marketing as a set of tactics.
Antonia has created a buyer’s framework and she explains that there are now 5 buyer stages, the “horizon scanner”, the “explorer”, the “hunter”, the “active buyer” and the “client”. And we need to build our marketing (and sales plans) around these stages.
Antonia, also explains that in the world today, people often think there is a choice as marketers and sellers, we are either digital, or human. Antonia argues the modern buyer is looking for both experiences, depending on who they are, their role and where they are in the buying process.
For example, if a buyer is early in the buying process they don’t want to talk to a salesperson as there is a “debt of obligation”. The buyer becomes a line in a CRM. Businesses need to understand this and Antonia’s book explains the strategy and tactic you need to deploy.
If you are in marketing and leadership and want to understand the buying process today and work on modern strategies the book is highly recommended. If you are in sales, it’s worth a read so you can get a window into the modern marketing world.
by Ilona Steffen
This book points the way to the future of B2B marketing. Antonia Wade, the author of this transformative and insightful book whom I have the pleasure of working with, has said herself that this is the book she wishes she had had when she started out in marketing. I feel the same way! The new Buyer Journey Framework offers a brilliant new way of thinking about marketing strategy and practical, easy-to-follow steps readers can take to better and more effectively serve buyers. You won’t have to take it from the author alone; she has included examples from other marketing insiders who have helped major companies achieve their marketing goals. The book showcases her deep experience throughout as she uncovers common marketing pitfalls and offers solutions. The book is very accessible, practical and highly relevant to anybody already working in B2B marketing or just starting out.
by Ralf Gehrig
I enjoyed the content of the book, but also its format, which is clearly written for practitioners and very actionable. It covers strategy, human insights, content, channels, data, and tech – all key aspects of a modern digital-native marketing strategy.