Marketing Dilemmas Transforming the B2B Buyer Journey with CMO at PwC, Antonia Wade
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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 She critiques the outdated marketing funnel and proposes a new framework with five phases that account for multiple buyer roles.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.
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B2B Marketing Evolution
- Antonia Wade's extensive B2B marketing background includes roles at Accenture, Thomson Reuters, Capita, and now PwC.
- Her career began with traditional sales enablement tactics like "golf days and goodie bags," highlighting the evolution of B2B marketing.
Funnel Inefficiency
- The traditional marketing funnel is ineffective for B2B due to the complex and non-linear buyer journey.
- Modern B2B buying involves multiple decision-makers and individual involvement in various purchase decisions.
B2B Buyer Journey Framework
- Adopt a framework that considers the different phases of the B2B buyer journey: Horizon Scanning, Explorer, Hunter, Active Buyer, and Client.
- Tailor content, channels, and metrics to each phase, recognizing the dynamic nature of buyer involvement.