Boost lead generation, improve your pipeline conversion metrics and build loyalty with new and existing clients with this guide to designing a successful end-to-end B2B marketing buyer journey. Today's B2B marketers need to think more like B2C marketers in leveraging client insights and designing a seamless customer journey to maximize conversion rates and sales. Transforming the B2B Customer Journey offers a step-by-step guide to mapping and designing buyer journey dynamics through aligning channels, metrics and tactics to the needs of the buyer at each stage of the journey, from initial lead nurturing to maintaining client relationships. Transforming the B2B Customer Journey also explores co-owning the journey with sales, how to successfully implement account-based marketing and how to establish and measure key metrics and KPIs to demonstrate the ROI to key stakeholders. Written by a highly experienced and award-winning CMO, it also contains case studies and examples from organizations including IBM, Accenture, Deloitte, Capita, Salesforce, ServiceNow and BT and features tips and common pitfalls to avoid throughout. This is an essential resource for marketing professionals looking to achieve the competitive edge in their B2B marketing through an exceptional customer journey.