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The Whole Marketer Ep109 - Business to Business Customer Journey with guest Antonia Wade

Published on: 5th December, 2023

Episode #109. Business-to-Business marketing and the B2B customer journey is the technical skill explored in this episode.  

B2B customer journeys can often been perceived as a Sales funnel. However, this approach is evolving as marketers begin to lead the commercial agenda and understand that today’s journey is series of buyer conversations that are not predictable and require a longer-term relationship. 

A leading voice in this area and Abby’s guest expert is Antonia Wade, Global Chief Marketing Officer at PwC. Antonia is one of Marketing Week’s top100 marketers and author of ‘Transforming the B2B Buyer Journey: Maximize brand value, improve conversion rates and build loyalty’. 

In this episode, Antonia shares what today’s B2B journey is (and what it isn’t) and how the B2B buying journey has changed, which she has outlined in her book. She discusses the different phases, measuring success and clues you can look for that a buyer is moving from one stage to another. Plus, what inspired Antonia to write her book and career highs and lows.

Host: Abigail (Abby) Dixon FCIM/ICF | LinkedIn

Guest: Antonia Wade | LinkedIn


This podcast is sponsored by Labyrinth Marketing  www.labyrinthmarketing.co.uk 

The Whole Marketer podcast is here to support and empower the people behind brands and businesses with the latest technical tools, soft and leadership skills and personal understanding for a fulfilling marketing career and life as a whole. For more info go to www.thewholemarketer.com 


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The Marketing Society podcast
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of 2500 members.
The Marketing Society is a progressive global community of senior marketers. Our purpose is to empower our members to be brave leaders. Since 1959, we have grown into an influential network of more than 3000+ members across our global hubs: London, Scotland, Hong Kong, Singapore, UAE and New York. Our members are mostly senior clients (over seventy per cent) from brands such as ASOS, Barclays, IBM, Disney, HSBC, Mars, Samsung, Unilever and Vodafone.

Everything we do is through a brave lens – pushing boundaries, tackling taboos, providing comfortable spaces to have important conversations and building meaningful connections. We speak up, inspire one another, share best practice and discuss the challenges and opportunities we face. We work together to make our industry better for business and better for the world around us.

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