The material and the case studies are 100% on point, and there’s so much to be gained from interacting in class with successful, diverse professionals from so many different industries and backgrounds. In just one week, I felt my horizon and my network expand exponentially.
The B2B Marketing Strategies programme: “the opportunity of a lifetime.”
Jason Le, Head of Scalable Acquisitions with Google’s Online Partnership Group in APAC, was looking to deepen his understanding of the dynamics of B2B marketing in the digital context. The INSEAD experience delivered far more than he expected.
How do you connect with your target audiences in complex markets like China and India? What does it take to really understand their evolving needs, objectives or workflow challenges? And how to you transform data about them into actionable insights?
These are just some of the challenges facing Jason Le, Head of Scalable Acquisitions with Google’s Online Partnership Group in APAC.
“The specifics of my role mean that my team and I are focused on finding and empowering mobile publishers who are looking to convert their content and games into sustainable businesses, working in partnership with Google using Google monetization solutions. It’s an enormously exciting area to work in, but it means really getting to grips with some of the more technical B2B marketing processes in order to leverage opportunities faster and more effectively.”
This need, combined with a life-long love of learning and the constant desire to stretch himself, is what brought Le to INSEAD’s B2B Marketing Strategies programme in Singapore in 2019.
“I was looking to glean deeper understanding of the dynamics of B2B marketing in the digital context: concepts such as strategy development, funnel attribution and success measurement were of particular importance to me. The INSEAD programme came highly recommended to me by colleagues, and because I’d already attended the INSEAD Business Strategy and Financial Performance programme online, I was aware of the calibre of INSEAD faculty and the capacity of the school’s programmes to deliver real-world impact from day one.”
Le’s experience with INSEAD also meant that he came into the programme with high expectations – expectations that, he says, were in fact exceeded by the learning experience.
“You expect a very high standard from both professors and peers when you come to a school like INSEAD, but this programme delivered so much more than I’d imagined. The material and the case studies are 100% on point, and there’s so much to be gained from interacting in class with successful, diverse professionals from so many different industries and backgrounds. In just one week, I felt my horizon and my network expand exponentially.”
A highlight of the experience for Le was the blend of group discussion around customer success models and what he describes as a “highly customer-centric approach to innovation.” Much of this, he says, was facilitated and enhanced by a simple but effective tactic in the classroom.
“Every day we were asked to change our seating. That meant rupturing the groups formed the day before to challenge group think, and being exposed to new people, new ideas and new perspectives continually. As a result our thinking was always being tested and new approaches informed our understanding on a day-to-day basis. I also really got to know all of my peers, and connect deeply with a breadth of people – people who have now become part of my professional network. My peers were from Thailand, The Philippines, Brazil and as far as Germany. It was a great group.”
Le was particularly impressed by both the expertise and the “hands-off” approach of INSEAD faculty; a “behind-the-scenes” dynamic that empowered the learning.
“Our course facilitator and the faculty team were very careful to avoid being didactic. Their approach was simultaneously tentative, thoughtful and responsive meaning that as a group we had a safe space to explore, experiment and learn.”
The learning at INSEAD has had a direct impact on Le’s work. He has become more strategic in his thinking and approaches and is better equipped to prioritise work processes as a result.
“The INSEAD’s B2B Marketing Strategies programme has given me the essential technical skills, the structured frameworks and the tools not only to be more strategic in my work, but to enact my role with much greater confidence. I apply the learning every day, proactively improving my customer research processes and strategic planning. It’s empowering me to bring value and positive change to my business function.”
So positive was Le’s experience, in fact, that he has been actively encouraging colleagues at Google to consider taking the programme.
“The whole INSEAD experience amazing. You are exposed to a fresh, truly global perspective and you interact with participants from all over the world. And you are led by world-class professors – thought leaders who are delivering learning content that is enriched by the latest research. For me it was quite simply the opportunity of a lifetime.”
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