--- title: How a Refined B2B Buyer Journey Revolutionizes To-Market Efficiency description: Transform your sales funnel with Antonia Wade’s strategies to streamline the B2B buyer journey and increase conversions. image: https://blog.fitzmartin.com/hubfs/podcast_antoniawade_featured.jpg --- [![FitzMartin](https://blog.fitzmartin.com/hubfs/Fitz-Logo-horiz-new-2.svg "FitzMartin")](https://www.fitzmartin.com/blog) [ Get In Touch ](https://www.fitzmartin.com/contact) [Podcast ](https://blog.fitzmartin.com/podcast) | Episode 64 # How a Refined B2B Buyer Journey Revolutionizes To-Market Efficiency [Listen to episode](https://blog.fitzmartin.com/podcast/how-a-refined-b2b-buyer-journey-revolutionizes-to-market-efficiency#ListenToEpisode) ![podcast_antoniawade_hero](https://blog.fitzmartin.com/hubfs/podcast_antoniawade_hero.jpg) 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](https://a.co/d/ciNYs9E). 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  **Moving Beyond the B2B Funnel** - The “funnel” is an outdated model that doesn’t take into account the layers of complexity presently involved in the sales process.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.  **Resources** Pick up Antonia Wade’s book, [Transforming the B2B Buyer Journey](https://a.co/d/ciNYs9E), on Amazon. Listen here or on [iTunes](https://podcasts.apple.com/us/podcast/centricity/id1472052181?i=1000618468470) • [Spotify](https://open.spotify.com/episode/5JxuoQJaW0wvnoPZYrUXlK?si=f62628ccd2cd4b94) [Download](https://blog.fitzmartin.com/hubfs/CEN_064.mp3) [ Next Episode ](https://blog.fitzmartin.com/podcast/how-to-engage-more-effectively-with-buyers) ##### Share #### Other Posts ## Discover More Insights, Thoughts, and Ideas ![](https://blog.fitzmartin.com/hubfs/podcast_lorisullivan_featured.jpg) [Marketing Technology: Making Sense of the Madness](https://blog.fitzmartin.com/podcast/marketing-technology/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [Sales Enablement](https://blog.fitzmartin.com/podcast/sales-enablement-episode-4/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Environment Management: Gifts and Late-Stage Sales](https://blog.fitzmartin.com/podcast/environment-management-using-gift-giving-to-build-relationships) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 1](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-2/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [The Role of Marketing in Late-Stage Sales, Part 2](https://blog.fitzmartin.com/podcast/the-role-of-marketing-in-late-stage-sales-episode-3/) ![](https://blog.fitzmartin.com/hubfs/podcast_donaldkelly_featured.jpg) [Commitment: Don't Lose Deals to Indecision](https://blog.fitzmartin.com/podcast/centricity-private-public-commitment-part-one) ![](https://blog.fitzmartin.com/hubfs/podcast_ianaltman_featured.jpg) [The Three Most Damaging Sales Tactics](https://blog.fitzmartin.com/podcast/the-three-most-damaging-sales-tactics) ![](https://blog.fitzmartin.com/hubfs/podcast_leemcknight_featured.jpg) [Terrible Sales Emails](https://blog.fitzmartin.com/podcast/terrible-sales-emails-episode-5/) ![](https://blog.fitzmartin.com/hubfs/podcast_seandoyle_featured.jpg) [The Value Triad](https://blog.fitzmartin.com/podcast/the-value-triad-episode-6/) ![](https://blog.fitzmartin.com/hubfs/podcast_lukeallen_featured.jpg) [Good Company Culture Will Improve Your Sales Force](https://blog.fitzmartin.com/podcast/good-company-culture-will-improve-your-sales-force/) View More Articles Are you ready to build something together? 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