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.

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.