New book by INSEAD professor provides practical guide to B2B digital transformation

Middle East, Americas, Asia, Europe
03 June 2020

The Definitive Guide to B2B Digital Transformation – a playbook for B2B leaders looking to accelerate their growth and digital transformation efforts to win in today’s market, is released today. The book is authored by INSEAD Senior Affiliate Professor of Marketing, Joerg Niessing; and Fred Geyer, Senior Partner at Prophet, a global consultancy.

Providing a step-by-step path, The Definitive Guide to B2B Digital Transformation outlines the three transformative shifts that need to be taken by B2B businesses now to sustain profitable growth in the face of changing market dynamics:

  • The Digital Selling Shift to digital demand generation
  • The Digital Experience Makeover to digital customer engagement
  • The Digital Proposition Pivot to data-powered, digital solutions

Our research shows that B2B leaders can only succeed with their digital transformation if they prioritise customers over technology. B2B companies need to first understand what customers really want and then think about the technologies that will help to fulfil these customer needs”, says Joerg Niessing. “This is also the main principle of our book.”

It’s clear the impact the COVID-19 pandemic has had on many B2B businesses. Those who deferred their digital decisions before are now seeing their vulnerabilities exposed, forcing many to wake up and accelerate their digital transformation efforts in order to build the operational resiliency needed to survive,” says Fred Geyer. “This book arms B2B growth leaders with the tools needed to move ahead.”

The book includes rich case studies and best practices from companies including Maersk, Michelin, Adobe, IBM, and Johnson & Johnson – all businesses that are putting customers at the heart of their digital transformations to successfully drive uncommon growth.  

The Definitive Guide to B2B Digital Transformation is available in both eBook and hard copy here.


This book illuminates the secret sauce of digital transformation in the B2B space” – David Aaker, renowned brand strategist and bestselling author.

A though-provoking exploration of three crucial transformational shifts for B2B companies” – Vincent Clerc, CEO, Maersk Ocean & Logistics

This is a great guide to applying best practices to the formidable challenge of digital transformation in complex markets and supply chains.” – Dr. Lars Brzoska, Chairman of the Board of Management, Jungheinrich AG

By providing case examples and step by step assistance in determining where to play, how to win, what to do and who to win, this book fulfilled my need for inspiring and pragmatic transformation guidance” – Lindy Hood, Chief Customer Experience Officer, Zurich Financial North America

About the Authors

Joerg Niessing is a member of the faculty at INSEAD and is a globally recognized expert and strategic advisor on digital transformation, digital strategy, customer-centricity, and data analytics. He is the program director of INSEAD’s flagship programs “B2B Marketing Strategies” and “Leading Digital Marketing Strategy.” Over the past five years, Joerg has engaged with more than 3,000 executives from a wide range of companies in Europe, the Americas, the Middle East, and Asia, including Google, Kone, Roche, Maersk, Michelin, IBM, Thales, PwC, and Kion. Joerg’s prior experience as head of Prophet’s Insight and Analytics practice, along with his previous work as a marketing data scientist, inform his insights on ensuring that digital transformations are data-driven, customer-centric, and drive sustainable growth.

Fred Geyer is a senior partner at Prophet. He has helped B2B clients in the financial services, healthcare, and technology industries – including Zurich Financial, AXA, Johnson & Johnson Medical Devices, Medtronic, and Avery Dennison – undertake customer-first transformations and address the challenges of digital disruption. Fred’s prior experience as president of Crayola Canada and chief marketing officer, North America, of Electrolux Floor Care, enables him to bring a practitioner’s perspective to making digital transformation work in the real world.

About INSEAD, The Business School for the World

As one of the world’s leading and largest graduate business schools, INSEAD brings together people, cultures and ideas to develop responsible leaders who transform business and society. Our research, teaching and partnerships reflect this global perspective and cultural diversity.

With locations in Europe (France), Asia (Singapore), the Middle East (Abu Dhabi), and now North America (San Francisco), INSEAD's business education and research spans four regions. Our 165 renowned Faculty members from 42 countries inspire more than 1,500 degree participants annually in our Master in Management,  MBA, Global Executive MBA, Specialised Master’s degrees (Executive Master in Finance and Executive Master in Change) and PhD programmes. In addition, more than 11,000 executives participate in INSEAD Executive Education programmes each year.

INSEAD continues to conduct cutting-edge research and innovate across all our programmes. We provide business leaders with the knowledge and awareness to operate anywhere. Our core values drive academic excellence and serve the global community as The Business School for the World.

Contacts for press:

Aileen Huang
Tel +65 9008 3812
Email: [email protected]

Cheryl Ng
Tel +65 8750 0788
Email: [email protected]

Gwenaelle Hennequin
Tel +33 6 82 64 03 79
Email: [email protected]

Linda Furtado
Tel + 971 2 6515309
Email: [email protected]

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