Transforming the B2B Buyer Journey

This chapter explores a revolutionary approach to the B2B buying journey, introducing a new framework that replaces the traditional marketing funnel with five distinct phases. It emphasizes the need for marketing to consider the complexities of multiple buyer roles while adapting strategies to enhance buyer experiences and align investments with long-term growth. Additionally, it highlights the significance of using varied metrics to measure success across different phases of the journey, advocating for a more strategic role for marketing in driving business success.