Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rat

Description: Transforming the B2B Buyer Journey by Antonia Wade Increase B2B marketing leads, conversion rates and customer retention by designing a complete buyer journey that aligns with client needs. FORMAT Hardcover LANGUAGE English CONDITION Brand New Publisher Description 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.Todays 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. Author Biography Antonia Wade is the global CMO of PwC, leading brand strategy for one of the worlds 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. Table of Contents 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 marketers 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 Review "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 *"A great many books have been published about B2B marketing, but none by someone who is as demonstrably at the top of her game as Antonia Wade. Somehow, she found the time between CMO roles at some of the worlds biggest B2B companies to codify how she approaches the challenge of marketing complex B2B products and services to hard-to-reach business buyers in 2023. In this book, Antonia explains how conventional approaches/thinking/strategies/wisdom may misalign with todays reality, provides a new framework for engaging different categories of decision makers at different buying stages and sets out what B2B marketers need to do to be successful. Its clear, concise and compelling, and its a book every aspiring B2B marketer should read." * Joel Harrison, Editor-in-chief, B2B Marketing * Feature * Provides a practical framework for designing an effective B2B marketing buyer journey, from lead generation and prospecting to nurturing existing client relationships; * Explores how to co-own the journey with sales and establish and measure key metrics and KPIs to demonstrate ROI and inform future investment; * Written by a highly-experienced CMO, who has been ranked by Marketing Week as a Top 100 Marketer; * Contains case studies and examples from organizations including IBM, Accenture, Deloitte, Capita, Salesforce, ServiceNow and BT Details ISBN1398606820 Author Antonia Wade Short Title Transforming the B2B Customer Journey Language English ISBN-10 1398606820 ISBN-13 9781398606821 Format Hardcover Publisher Kogan Page Ltd Imprint Kogan Page Ltd Place of Publication London Country of Publication United Kingdom Year 2023 Publication Date 2023-03-03 AU Release Date 2023-03-03 NZ Release Date 2023-03-03 UK Release Date 2023-03-03 Subtitle Maximize brand value, improve conversion rates and build loyalty Pages 232 Alternative 9781398606807 DEWEY 658.8 Audience Tertiary & Higher Education We've got this At The Nile, if you're looking for it, we've got it. 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