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 LinkedInAntonia's BookJon's LinkedInJon's TwitterWatch the Uncensored CMO on YouTubeTimestamps 00:00:00 - Intro00:01:10 - Antonia’s background00:06:01 - How does B2B and B2C differ?00:09:25 - How to reach B2B customers00:11:52 - Building B2B relationships00:17:30 - The importance of people in B2B00:20:53 - Why brand and reputation are so important00:24:43 - Why having an online presence matters00:29:39 - Marketing from cost centre to profit centre00:34:14 - Marketing at different stages of the buyer journey00:39:54 - Why people think B2B is boring00:46:30 - Why purpose has a bigger role in B2B00:48:38 - Stage 1: Reaching Horizon Scanners00:51:41 - Stage 2: Reaching Explorers00:55:18 - Stage 3: Reaching Hunters00:57:39 - Stage 4: Capturing the Active Buyer00:59:15 - Stage 5: Marketing post-purchase01:01:18 - How will AI transform B2B marketing