Transforming the B2B Buyer Journey - Maximize brand value, improve conversion rates and build loyalty (Hardcover)

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. Changes in B2B buying have heralded a new age of B2B marketing. Transforming the B2B Buyer Journey provides a step-by-step guide to mapping the buyer journey, aligning channels, metrics and tactics according to their needs at each stage. It offers a new way of thinking about how buying groups fluctuate - in size and composition - at each part of the journey, giving advice on how to rethink targeting, success measures and campaign design as a result. Transforming the B2B Buyer Journey shows you how to get more value out of brand investments and make decisions about enabling technology. It also reframes how to think about return on investment, how to position 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 marketing professionals who are looking to achieve the competitive edge in B2B marketing through an exceptional buyer journey.

General

Imprint:	Kogan Page
Country of origin:	United Kingdom
Release date:	March 2023
First published:	2023
Authors:	Antonia Wade
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover - Cloth over boards
Pages:	256
ISBN-13:	978-1-398-60682-1
Categories:	Books > Business & Economics > Business & management > Business strategy Books > Business & Economics > Business & management > Sales & marketing > Sales & marketing management Promotions
LSN:	1-398-60682-0
Barcode:	9781398606821

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