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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.
Why do we need a new buyer journey framework?
The buyer journey framework: what buyers need
The buyer journey framework: the B2B marketer’s role
Horizon Scanner
Explorer
Hunter
Active Buyer
Client
Summary of Part One
Bringing the buyer journey together
Taking a buyer journey view of brand
Using technology and data to drive results across the journey
Return on investment, managing agencies, setting targets and a new partnership with sales