Antonia Wade is the global CMO of PwC, leading brand strategy for one of the world's most trusted companies, creating flagship campaigns and running the marketing technology stack. Previously CMO at Capita and she led global marketing teams at Thomson Reuters and Accenture. Based in London, UK, she is on boards for ITSMA and Propolis and is a mentor for the Marketing Academy scholarship program. She has been ranked by Marketing Week as a Top 100 Marketer.

"A great many books have been published about B2B marketing, but none by someone who is as demonstrably at the top of her game as Antonia Wade. Somehow, she found the time between CMO roles at some of the world's biggest B2B companies to codify how she approaches the challenge of marketing complex B2B products and services to hard-to-reach business buyers in 2023. In this book, Antonia explains how conventional approaches/thinking/strategies/wisdom may misalign with today's reality, provides a new framework for engaging different categories of decision makers at different buying stages and sets out what B2B marketers need to do to be successful. It's clear, concise and compelling, and it's a book every aspiring B2B marketer should read."-- "Joel Harrison, Editor-in-chief, B2B Marketing"