The Definitive Guide to B2B Digital Transformation



Sustained, profitable growth is increasingly uncommon for B2B companies as they face changing market dynamics and the threat of digital disruption. This book guides B2B leaders along a step-by-step path to uncommon growth through three transformative shifts:

  • 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

Prioritizing customers over technology is the key to success.

The current paradigm of technology-led transformation is a recipe for failure. Successful digital transformation puts technology at the service of customers.

Rich case studies from Maersk, Michelin, Adobe and Air Liquide with best practices from IBM,, Johnson & Johnson, ThyssenKrupp, and scores of leading B2B companies to illustrate in this book how putting customers at the heart of digital transformation drives uncommon growth.

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Why B2B Leaders Need This Book


Vincent Clerc
CEO, Maersk Ocean & Logistics

“A thought provoking exploration of three crucial transformational shifts for B2B companies.”

David Aaker
Renowned brand strategist and bestselling author of Owning Game Changing Sub-Categories

“This book illuminates the secret sauce of digital transformation in the B2B space: the thrust should come from customers and how digital could improve their experience and relationship with the brand.”

Dr. Lars Brzoska
Chairman of the Board of Management, Jungheinrich AG

“This is a great guide to applying best practices to the formidable challenge of digital transformation in complex markets and supply chains. It provides the tools leaders need to move ahead.”

Lindy Hood
Chief Customer Experience Officer, Zurich Financial North America

“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.”

About the Authors

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.

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.


Want to speak to Fred about how to become more consumer-centric and implement the essential shifts needed to unlock growth? Contact us today. And if you’re a leader looking for more insights into the B2B sector then visit the B2B Digital Transformation resource hub here.