This episode features an interview with Antonia Wade, Global CMO of PwC, where she leads brand strategy for one of the world’s most trusted companies, creating flagship campaigns, and running the marketing technology stack. Previously, she was the CMO at Capita and has spearheaded global marketing teams at Thomson Reuters and Accenture. Antonia serves on the boards for ITSMA and Propolis, is a mentor for the Marketing Academy scholarship program, and has been ranked a Top 100 Marketer by Marketing Week.In this episode, Kailey and Antonia discuss how today’s marketer should adapt in the world of AI when it comes to defining their buyer journey. From spotting the disconnects in customer journey mapping to strategizing on how to efficiently move your prospects from awareness to decision, get one (or several) steps closer to understanding your buyers better.-------------------Key Takeaways:How AI and other trends are impacting the modern buyer todayExploring strategies that PwC and its customers use to future-proof their marketing against the digital noise of generative contentSuggestions to drive client loyalty and create a buyer journey fit for the modern buyer-------------------“Allow yourself some time and space to go on a transformation journey. As I say in the book, probably a large percentage of your budget is being spent for you. So, how much of the work is actually in service of the buyer and have you really critically thought about versus you do it because you've always done it. So, trying to figure out what is the buyer trying to do? What does your business actually need to spend marketing dollars on? Be prepared to have no sacred cows in that.” – Antonia Wade-------------------Episode Timestamps:‍*(03:01) - Antonia’s career journey*(07:43) - Trends impacting marketing and customer engagement *(15:43) - Antonia’s take on the B2B funnel*(22:28) - How AI can be inserted into the B2B journey *(29:16) - How Antonia defines “good data”*(38:59) - Antonia’s recommendations for upleveling customer engagement strategies-------------------Links:Connect with Antonia on LinkedInRead Antonia’s bookConnect with Kailey on LinkedInLearn more about Caspian Studios-------------------SponsorGood Data, Better Marketing is brought to you by Twilio Segment. In today’s digital-first economy, being data-driven is no longer aspirational. It’s necessary. Find out why over 20,000 businesses trust Segment to enable personalized, consistent, real-time customer experiences by visiting Segment.com