Today I'm joined by Antonia Wade, Global CMO at PwC and Author of The B2B Buyer Journey. This episode is a true B2B masterclass. We break down the importance of brand, reputation and relationships vs what people traditionally think is important in B2B. We also break down each stage of the marketing funnel to find out how best to reach them at every point in the buyer journey.

Links

Timestamps

00:00:00 - Intro
00:01:10 - Antonia’s background
00:06:01 - How does B2B and B2C differ?
00:09:25 - How to reach B2B customers
00:11:52 - Building B2B relationships
00:17:30 - The importance of people in B2B
00:20:53 - Why brand and reputation are so important
00:24:43 - Why having an online presence matters
00:29:39 - Marketing from cost centre to profit centre
00:34:14 - Marketing at different stages of the buyer journey
00:39:54 - Why people think B2B is boring
00:46:30 - Why purpose has a bigger role in B2B
00:48:38 - Stage 1: Reaching Horizon Scanners
00:51:41 - Stage 2: Reaching Explorers
00:55:18 - Stage 3: Reaching Hunters
00:57:39 - Stage 4: Capturing the Active Buyer
00:59:15 - Stage 5: Marketing post-purchase
01:01:18 - How will AI transform B2B marketing