Transforming the B2B Buyer Journey

Antonia Wade is the global CMO of PwC, leading brand strategy for one of the world's 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.

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

"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."

"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 world's 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 today's 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. It's clear, concise and compelling, and it's a book every aspiring B2B marketer should read."