Transforming the B2B Buyer Journey
eBook - ePub

Transforming the B2B Buyer Journey

Maximize brand value, improve conversion rates and build loyalty

Antonia Wade

  1. 232 pages
  2. English
  3. ePUB (mobile friendly)
  4. Available on iOS & Android
eBook - ePub

Transforming the B2B Buyer Journey

Maximize brand value, improve conversion rates and build loyalty

Antonia Wade

Book details
Table of contents
Citations

About This Book

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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Information

Publisher
Kogan Page
Year
2023
ISBN
9781398606814
Edition
1
Topic
Business
Subtopic
Marketing
Index
Business

Table of contents

  1. About the author
  2. About this book
  3. Acknowledgements
  4. Part One
  5. 01 Why do we need a new buyer journey framework?
  6. 02 The buyer journey framework: what buyers need
  7. 03 The buyer journey framework: the B2B marketer’s role
  8. 04 Horizon Scanner
  9. 05 Explorer
  10. 06 Hunter
  11. 07 Active Buyer
  12. 08 Client
  13. 09 Summary of Part One
  14. Part Two
  15. 10 Bringing the buyer journey together
  16. Part Three
  17. 11 Taking a buyer journey view of brand
  18. 12 Using technology and data to drive results across the journey
  19. 13 Return on investment, managing agencies, setting targets and a new partnership with sales
  20. Afterword
  21. Appendix
  22. References
  23. Index