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Centricity Podcast

Jun 27, 2023

In this episode of the Centricity podcast, Sean Doyle meets with Antonia Wade, Global CMO for PwC and the author of Transforming the B2B Buyer Journey: Increase Leads, Maximize Conversion Rates and Build Loyalty. Wade draws on years of experience as a CMO to bring us the truth of what works, even when that flies in the face of what we have been taught. 

Moving Beyond the B2B Funnel

  • The “funnel” is an outdated model that doesn’t take into account the layers of complexity presently involved in the sales process. Multiple stakeholders, decision-makers, and increasingly technical products make the process less straightforward than in years past.

  • Funnel imagery encourages sellers to move their buyers through the process as quickly as possible without taking time to create relationships, leading to poor customer experiences and low loyalty.

The Future of Marketing

  • Don’t sacrifice advertising for brand architecture or vice versa. Both are needed to appeal to stakeholders at all levels of the organization.

  • Organize your marketing campaign to make data extraction easy. When you offer valuable information to your customers, the information you get back makes these relationships mutually beneficial. 


Pick up Antonia Wade’s book, Transforming the B2B Buyer Journey, on Amazon.