Upcoming Sessions
B2B Marketing Strategies for Growth in a Digital and AI-Driven World
Success in today's business-to-business (B2B) environment requires more than increasing sales volume or expanding market coverage. Modern B2B marketing strategies must help organisations differentiate beyond price, create customer value and deliver exceptional customer experiences. At the same time, artificial intelligence (AI) – from generative AI (GenAI) to agentic AI – is rewriting the rules of B2B marketing and sales.
Organisations therefore need strategies that improve visibility across search engines, AI-powered discovery tools and omnichannel customer journeys. This programme shows participants how to build marketing strategies that remain effective in an evolving digital ecosystem.
INSEAD’s 5-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. We will be also working with several AI tools, where you will experience how AI can generate real-time insights into customers, competitors and markets, augment customer experiences, and help you design data- and AI-powered solutions, experiences and business models.
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.
Our Participant Profile
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
- Executives who want to harness data, analytics and (generative) AI to future-proof their strategies, customer experiences and business models.
This programme is particularly relevant for senior executives responsible for B2B marketing, business-to-business marketing strategy, digital marketing, customer experience, sales leadership, revenue growth, product marketing and digital transformation.
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How You Benefit
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Stand out from the competition
Learn how to develop marketing strategies that create compelling customer value propositions, differentiate products and services, and drive sustainable business growth.
Accelerate business growth
Explore new business models and digital transformation strategies that help organisations move from products to customer-centric solutions and experiences.
Deliver results across all touchpoints
Discover how to use artificial intelligence (AI), machine learning, augmented reality robotics and social media to improve customer experience, customer engagement and marketing performance.
This programme qualifies for the INSEAD Certificate in Global Management.
Programme Directors
Senior Affiliate Professor of Marketing
IN Focus
Paulo Leal
Executive Director Frulact
You emerge with the hands-on, concrete capabilities and the strategic framework as a complete package that really makes it work. I left the programme with what I need to create value.
Dates and Fees
Investing in a Lifelong Learning Journey at INSEAD
Preferential Rates and Financing
Up to 30% Off
For the INSEAD alumni communityFinancial Aid
For French companies based in FranceRelated Programmes
Strategic Marketing Programme
Leading AI and Digital Marketing Strategy
