A B2B marketing masterclass with PwC's Global CMO, Antonia Wade

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

• Antonia's LinkedIn
• Antonia's Book
• Jon's LinkedIn
• Jon's Twitter
• Watch the Uncensored CMO on YouTube

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