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
The B2B Marketing Strategies蜜桃视频 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.
This programme qualifies for the INSEAD Certificate in Global Management.
Which Marketing and Sales
programme is for you?
蜜桃视频We offer a variety of Marketing and Sales programmes. From high potentials to general managers to senior leaders, our programmes support executives through the key transitions of their careers. View the grid below to find out which Marketing and Sales programme best matches your needs.
Resilient businesses use digital technologies, data and analytics to create long-term customer value.
蜜桃视频The most common question we hear is, “Where do I start?” The answer is, “Where it makes the most sense from a customer’s point of view.”
In emerging markets, B2B start-ups’ closeness to local government can scare away potential customers.
蜜桃视频A time-tested technique from academic research can help practitioners better understand their stakeholders.
In the digital age, where consumers and brands are connected like never before, B2B retailers need to embrace new business models and pivot into platforms.
B2B companies can create competitive advantage in the digital age by tailoring technology to their relationships with customers.
蜜桃视频A curious combination of prediction technology and human censors enables ByteDance to create a dynamic global video ecosystem.
蜜桃视频Within the field, marketing communications are on an uptrend, while channel management is declining.
Framing a product feature as an unexpected benefit may stoke consumer desire.
蜜桃视频Instead of blindly giving away complementary services, B2B companies should make a strategic decision on whether to kill it, bill it or keep it free.