The Loop
Transforming the B2B Buyer Journey with CMO at PwC, Antonia Wade
May 30, 2023
Antonia Wade, the Global Chief Marketing Officer at PwC, brings her expertise in B2B marketing to the discussion, focusing on transforming the buyer journey. She critiques the outdated marketing funnel and proposes a new framework with five phases that account for multiple buyer roles. Antonia emphasizes brand building's importance in engaging clients and nurturing loyalty through thought leadership. Additionally, she shares insights on successfully implementing marketing strategies in large organizations and the necessity of a curious mindset to navigate changes in the marketing landscape.
30:54
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Quick takeaways
- Antonia Wade highlights the need for a new framework for B2B buyer journeys, recognizing the complexity of modern decision-making with multiple stakeholders involved.
- The podcast emphasizes the transformation of marketing's role from sales support to an experience setter through data-driven insights and tailored strategies.
Deep dives
Transforming the B2B Buyer Journey
The podcast delves into the changing landscape of B2B marketing, emphasizing the transformation of the buyer journey. Traditionally focused on linear sales enablement, the current perspective acknowledges that the buying process now involves multiple stakeholders, often resulting in buying groups consisting of 11 to 15 decision-makers. This complexity necessitates a departure from the traditional marketing funnel, which fails to accommodate the nuanced realities of B2B purchasing behavior. The discussion highlights the importance of recognizing how marketing can better support this multifaceted decision-making process while generating meaningful insights.
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