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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Brand Matters Throughout The Journey
- Brand and reputation influence decisions across the whole buyer journey, not just early awareness stages.
- Strong brand salience supports pricing power and long-term client loyalty in B2B.
Own The Digital Research Moment
- Do invest in your digital presence because ~94% of buyers research online before contacting sellers.
- Use thought leadership, case studies and third-party publications to shape buyers before they engage.
Make Marketing A Profit Driver
- Do prove marketing makes money by aligning spend to strategy: support sales, create demand, or grow share of wallet.
- Choose marketing priorities based on business health and strategy, not only sales pressure.
