Available dates

Jun 29—Jul 3, 2020
5 days
Fontainebleau, France
EUR 9500 ≈USD 10865
EUR 1900 per day

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About the course

Leading transformation and change in a digital world Success in today’s fast-changing global business-to-business (B2B) environment requires more than simply ensuring sales volume or wider territory coverage. To increase revenue growth and help their organisations stand out from lower-cost rivals, B2B executives must understand how to move away from price-led marketing in favour of a value-led approach that puts greater focus on the customer experience.

INSEAD’s B2B Marketing Strategies is a five-day programme that explores the marketing competencies B2B companies need to win in this environment. Through detailed case study discussions, lectures on cutting-edge concepts, group work and company visits, you will strengthen your capacity to build effective B2B marketing experiences that deliver results across all touchpoints in the customer journey.

You will return to your organisation with the tools you need to lead a more productive sales and marketing team. You will also be able to better integrate marketing into your company’s strategy, creating added value for your customers and unleashing growth for your firm.

How you benefit

  • Stand out from the competition. Learn how to create compelling offers and develop distinctive new products, systems, services and customer solutions that create more value and stand out from competition
  • Accelerate business growth. Explore new business models that accelerate growth by moving from products to customer experiences and solutions
  • Deliver results across all touchpoints. Discover how to deploy emerging technologies such as artificial intelligence, machine learning, augmented reality robotics and social media to create outstanding customer experiences across channels and touchpoints

Content Overview

INSEAD’s five-day B2B Marketing Strategies programme explores the marketing competencies B2B companies need to win in this environment. Through detailed case study discussions, lectures on cutting-edge concepts, group work and company visits, you will strengthen your capacity to build effective B2B marketing experiences that deliver results across all touchpoints in the customer journey.

You will return to your organisation with the tools you need to lead a more productive sales and marketing team. You will also be able to better integrate marketing into your company’s strategy, creating added value for your customers and unleashing growth for your firm.

Action-based learning is a core element of the B2B Marketing Strategies programme. Participants each bring a B2B marketing challenge to address over the course of the week. This involves defining a clear roadmap for implementation to help you achieve effective, tangible outcomes.

Topics covered include the following:

Understanding value for your customers

  • Explore a strategy framework for sustainable growth
  • Understand how to create value for your organisation by creating value for your customers (a multi-dimensional meaning of value)
  • Learn the importance of segmentation as a starting point of your strategy
  • Analyse what has and has not changed when applying traditional frameworks in an agile world
  • Understand and leverage ecosystems and external partners to identify new growth opportunities
  • The new rules of competition
  • Embrace the ‘3 laws’ of being successful in a digital world
  • Grasp the new rules of competition as well as today’s B2B customer’s and their evolving needs and expectations
  • A value-based approach for creating competitive advantage through ecosystems.

(Co-) Creating value for (and with) customers

  • Understand how to leverage innovation for achieve superior growth
  • Explore how to break away from commoditisation and differentiate your organisation from the competition
  • Transform your existing business model and define new ones for next-generation growth
  • Define a roadmap for growing beyond products into value added service and outcome-based customer solutions
  • Learn to compete on outstanding customer experiences across multiple channels, rather than focusing on selling better products
  • Recognise the role of new platform-based businesses and learn how they differ from traditional product- or pipeline businesses
  • Leverage ecosystems and the opportunity to assemble those ecosystems to achieve key objectives

Communicating value

  • Analyse the importance of a seamless omni-channel approach along the customer journey
  • Develop a digital, content-driven strategy that enables you to better engage with customers and create outstanding customer experiences
  • Understand and leverage the power and importance of communities and influencers.

Delivering value

  • Understand the digital trends that are disrupting your business
  • Gain insight into today’s customers and their evolving needs and expectations
  • Explore why digital should be the default approach to customer engagement and not just a bolt-on
  • Improve the customer experiences across channels and touchpoints
  • Deconstruct and analyse your own customer journey(s)
  • Learn how to leverage digital trends and technology at the most important touchpoints in the customer journey
  • Discuss the key enablers that allow for a digital transformation
  • Preparing people and organisations for continuous change
  • Assess your current organisational capabilities and flexibility in the light of potential game changers
  • Understand the importance of a flexible, agile and collaborative organisation.

Capturing value

  • Understand how to capture the value you create along the customer journey
  • Leverage the power of value-based pricing
  • Move offers “from free-to-fee” (F2F) where it makes sense
  • Explore new pricing models in a digital space
  • Learn how to execute your agile strategy
  • Understand how to deal with low price competition.

Leading and implementing marketing change * Marketing means constant change: new customers, disruptive competitors, new channels to markets, innovative pricing approaches * Grow into your role as a marketing transformation and change agent * Share with peers some best practices of leading marketing organisations * Discuss how to embed transformation as a core principle in your marketing organisation * Reflect on your role as a marketing leader and change agent and define your roadmap for leading your team tomorrow. *

Who should attend

The B2B Marketing Strategies programme is designed for executives in B2B industries and professional service-organisations seeking to lead transformation in a digital world:

  • Senior executives at general management level or heading sales or marketing functions in their organisations
  • Executives working in professional service-organisations who wish to improve their ability to design and deliver outstanding customer experiences
  • Executives in B2B industries seeking to develop successful business strategies in today’s agile and digital world
  • Executives from all business areas who wish to develop their strategic understanding and build a roadmap to transform marketing within their organisations
  • Executives who want to move from products to solutions and create differentiation strategies for future growth
  • Executives who want to understand how becoming more customer-centric in B2B environments can create value for their organisations.

Trust the experts

Wolfgang Ulaga

Wolfgang Ulaga is Professor of Marketing and Strategy at IMD. Professor Ulaga's research focuses on value-based differentiation and pricing in industrial markets (understanding, creating & delivering value for customers) and his major interests are in the areas of B2B marketing and industrial...

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Joerg Niessing

Joerg Niessing is an Affiliate Professor of Marketing at INSEAD and is passionate about bridging the academic and the business world on topics related to marketing, branding and digitization. He holds a PhD in Marketing from the University of Muenster. His credentials do not only come from his ac...

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