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.

"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 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." * Joel Harrison, Editor-in-chief, B2B Marketing *

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.