Uncensored CMO A B2B marketing masterclass with PwC's Global CMO, Antonia Wade
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Jan 17, 2024 Join Antonia Wade, Global CMO at PwC and author of The B2B Buyer Journey, as she dives into the nuances of B2B marketing. Discover how brand, reputation, and relationships play a pivotal role in the buyer journey. Antonia highlights the importance of understanding each stage of the marketing funnel, from horizon scanners to active buyers. She also discusses why AI is set to revolutionize B2B strategies, making targeting and personalization more effective than ever.
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Career Path That Shaped Her B2B View
- Antonia described her path from Accenture to Thomson Reuters, Capita and then PwC where she wrote her book between jobs.
- She explained how each role taught her marketing rigour, attribution and transforming fragmented brands.
B2B Services Are Relationship Sales
- Relationship-led B2B services differ radically from transactional B2C purchases due to long timeframes and high trust stakes.
- Buyers choose partners for chemistry, trust and shared risk, not just feature sets or price.
Target Precisely, Not Broadly
- Do map your target addressable market precisely and spend per individual, not per million impressions.
- Avoid using B2C volume metrics to judge B2B campaigns; treat B2B as a precision game.
