Antonia’s session draws from her book Transforming the B2B Buyer Journey which challenges the traditional funnel, offering a new way of thinking that accommodates the many nuances in buyer behaviours. Attendees will get insight into reappraising channels and content according to buyer needs, and tips on assessing brand, gauging ROI, choosing/using tech and resetting the relationship with sales.

You will learn:

• New way of flexing strategy, content, channels and metrics according to buyer needs
• How to work through what your brand is doing for you at each stage and ROI aligned to buyer process
• Ideas about technology, relationship with sales and how to improve your own skills