Buy new:
$38.50
FREE delivery Monday, March 10
Ships from: Amazon.com
Sold by: Amazon.com
$38.50
FREE Returns
FREE delivery Monday, March 10
Or fastest delivery Sunday, March 9. Order within 1 hr 32 mins
In Stock
$$38.50 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$38.50
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Ships from
Amazon.com
Amazon.com
Ships from
Amazon.com
Sold by
Amazon.com
Amazon.com
Sold by
Amazon.com
Returns
30-day refund/replacement
30-day refund/replacement
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
$8.00
FREE delivery March 13 - 18. Details
Or fastest delivery March 12 - 17. Details
In stock
$$38.50 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$38.50
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Access codes and supplements are not guaranteed with used items.
Ships from and sold by PRIME-BOOKS.
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera - scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the authors

Fred Geyer
Follow
Joerg Niessing
Follow
Something went wrong. Please try your request again later.

The Definitive Guide to B2B Digital Transformation: How to Drive Uncommon Growth by Prioritizing Customers over Technology Paperback – May 18, 2020

by Fred Geyer (Author), Joerg Niessing (Author)
4.3 4.3 out of 5 stars 21 ratings
See all formats and editions
{"desktop_buybox_group_1":[{"displayPrice":"$38.50","priceAmount":38.50,"currencySymbol":"$","integerValue":"38","decimalSeparator":".","fractionalValue":"50","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"EVnC%2F6k1562EMWlSE6usciBHwtwh55hpfNj0jDTWY2WPw2PQW39IunhbO%2B1u5nmvGD8FL2zUQESSNha2mRvyze8yBVwTwC7LWlLvbdkuoktb43eB0p5mQ2oT5ZLmkHd%2BUsOGCxJwGS%2FhkqhhOF%2BG6Q%3D%3D","locale":"en-US","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"$8.00","priceAmount":8.00,"currencySymbol":"$","integerValue":"8","decimalSeparator":".","fractionalValue":"00","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"EVnC%2F6k1562EMWlSE6usciBHwtwh55hpSPM5XTtrmFFWRce6w%2FV%2BobVAKDKXb1oAq4648ZjXlo%2BHogXuoCKzMFG%2BWYjL0SgDdRRFaiK%2FxnfJ%2FUsygXixXknEa0P4jpuwfxt%2FdscN8Ax4YBSQ5Ia1zMnglk05JrAAh%2FUGOM80hXeI8YpnpSiHA0bGEpRqCC8H","locale":"en-US","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

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 Customer Experience Makeover to digital customer engagement,
  • The Digital Proposition Pivot to data-powered, digital solutions.
The book is informed by the work of Fred Geyer at Prophet, a leading digital transformation consultancy, and Joerg Niessing at INSEAD, a global standard-bearer for business education. Rich case studies from Maersk, Michelin, Adobe, and Air Liquide with best practices from IBM, Salesforce.com, thyssenkrupp, and scores of leading B2B companies illustrate how putting customers at the heart of digital transformation drives uncommon growth. Fred and Joerg map the route from customer insight to in-market implementation for each transformational shift in four steps:
  • Where to Play - Identify top customer growth opportunities,
  • How to Win- Build the strategy to win customer preference,
  • What to Do - Effectively deliver the strategy,
  • Who is Needed - Assemble the team to make it happen.
The two biggest barriers to successful digital transformation, effectively using customer data and enabling employees, are addressed by outlining a clear path to navigate forward based on best practices from other leading companies.

The guide has won rave reviews from B2B leaders:
 "This book illuminates the secret sauce of digital transformation in the B2B space" – David Aaker, renowned brand strategist and bestselling author

"A thought-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

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.
Previous slide of product details
  1. Print length
    324 pages
  2. Language
    English
  3. Publication date
    May 18, 2020
  4. Dimensions
    6.69 x 0.73 x 9.61 inches
  5. ISBN-10
    1734296917
  6. ISBN-13
    978-1734296914
  7. See all details
Next slide of product details
The%20Amazon%20Book%20Review
The Amazon Book Review
Book recommendations, author interviews, editors' picks, and more. Read it now

Product details

  • Publisher ‏ : ‎ B2BDigitalTransformation.com (May 18, 2020)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 324 pages
  • ISBN-10 ‏ : ‎ 1734296917
  • ISBN-13 ‏ : ‎ 978-1734296914
  • Item Weight ‏ : ‎ 1.25 pounds
  • Dimensions ‏ : ‎ 6.69 x 0.73 x 9.61 inches
  • Customer Reviews:
    4.3 4.3 out of 5 stars 21 ratings

About the authors

Follow authors to get new release updates, plus improved recommendations.
Previous page
  1. Fred Geyer

    Fred Geyer

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    Fred is a Senior Partner in Prophet Growth Consulting’s New York office where he provides a rare blend of line management and consulting acumen. Over the course of his career Fred has built a consistent track record delivering double-digit growth in global industrial, technology, healthcare and financial service companies. Through leadership positions in the U.S. and Europe he has helped build Prophet Growth Consulting into a leading digital transformation firm. Fred shares the firm’s passion for creating relevant brand and customer experiences, accelerating growth strategies and leveraging digital as a transformative force in business.

    Most of Fred’s consulting work consists of helping B2B and B2B2C clients in the financial services, healthcare, and technology industries – including Zurich Financial, Lilly, Equitable, AXA, Johnson & Johnson Medical Devices, Medtronic, and Avery Dennison – undertake customer-first transformations and address the challenges of digital disruption. Fred helps growth leaders overcome the barriers to growing faster through digital transformation.

    Fred is a published author and speaker on the topic of “customer-driven growth” and B2B digital transformation and co-founder of B2BDigitalTransformation.com, a resource hub for transformation leaders. He writes and talks about steps companies can take to understand the sources of demand, strategies to win among prospects and customers, delivering growth moves to market and the work that must be done to enable employees and use customer data to drive bottom line impact.

    Corporate leadership roles at Crayola and Electrolux are the basis for Fred’s line management expertise. As SVP marketing at Electrolux, Fred led the re-introduction of Electrolux in North America. In general management roles at Crayola he founded the Crayola licensing company, turned around a flagging Canadian subsidiary and profitably doubled Southern European sales.

    Fred began his career at Kraft Foods. He earned a BA at Harvard College and M.B.A. at Columbia University.

    See more on the author's page
  2. Joerg Niessing

    Joerg Niessing

    Brief content visible, double tap to read full content.
    Full content visible, double tap to read brief content.

    Joerg, a member of the faculty at INSEAD, is a globally recognized leader on digital transformation, digital strategy, customer-centricity, and data analytics and has authored a series of reports and frameworks on these topics. He is known for his pioneering work on digital transformation of the customer experience.

    As an experienced strategy consultant and start-up mentor, Joerg helps companies drive uncommon growth through customer-first, digital transformation. Joerg has worked and advised many companies across industries such UBS, Cisco, eBay, United Healthcare, PepsiCo, T-Mobile, United Airlines, Samsung, Electrolux, Cartier, Schneider Electric, Zurich, Swarovski, or GE.

    At INSEAD, Joerg teaches global executives and MBA students on digital strategy, digital transformation, CX strategies, brand management and data analytics & customer intelligence. He is the programme director of INSEAD’s flagship programmes “Leading Digital Marketing Strategy” and “B2B Marketing Strategies”. Joerg has designed, directed, and delivered executive education programs or workshops for hundreds of global companies in over 30 countries such as Google, IBM, Diageo, Roche, Société Générale, Kone and PwC. He has been awarded multiple times for his teaching and programme direction over the last few years.

    Joerg published more than 20 academic cases and won the best marketing case award by the Case Center in 2018 for his case on Accor’s digital transformation.

    See more on the author's page
Next page

Customer reviews

4.3 out of 5 stars
21 global ratings

Review this product

Share your thoughts with other customers
Write a customer review

Top reviews from the United States

  • dabicus
    5.0 out of 5 stars Ultimate guideline for B2B digital transformation
    Reviewed in the United States on August 5, 2021
    Verified Purchase
    It is hard to find guide like this for B2B what makes this book more unique. Recommendations are given in structured and logical way and all you need to know about DT is here
    Helpful
     Report
  • Hanif S Perry
    5.0 out of 5 stars A Much Needed Gap in B2B Digital Transformation Thinking
    Reviewed in the United States on June 10, 2020
    The first caveat is this is not a Malcolm Gladwell type Snackable read. This is a serious practitioner guide developed for business practitioners that break down the tenants of B2B digital transformation. More of an essential "handbook" for those who work in B2B and intermediated business with matrix sales and decision making processes.

    I thought the book was very well organized. The first part on the digital selling shift is especially relevant in this COVID environment. Specifically, given pipelines have run dry relying on traditional face-to-face relationship-building techniques to drive demand.

    The second focus on experience is so timely. Consumerization is reaching B2B worlds and non-digital businesses like insurance and in some cases, digital B2B businesses in the technology sector have much to learn here.

    You'd be hard-pressed to find such a rich repository of real cases of B2B challenges. I especially enjoyed the Acme examples that set up some of the challenges. Highly recommend! There is a wealth of knowledge and frameworks in here that draw on clear experience in building / shipping digital product, marketing, sales, and org & culture transformation. It feels like many minds wrote this.
    3 people found this helpful
    Helpful
     Report
  • Anonymous
    5.0 out of 5 stars Must-read for every B2B leader dealing with digital disruption
    Reviewed in the United States on May 26, 2020
    Finally a book on digital transformation specifically for B2B organisations. The book offers a great step-by-step approach with powerful cases and examples. It is very rich in content and is finding the right balance between academic rigour and practical examples. Lots of great frameworks that I could apply myself right away to help transforming our organisation.
    Helpful
     Report
  • Mohamed Fayez Monir
    2.0 out of 5 stars Printing quality is not good
    Reviewed in the United States on February 19, 2021
    The printing quality is not good mainly in the illustrations and diagrams, make it impossible to read !!
    Helpful
     Report
  • hisham
    5.0 out of 5 stars great resource for anyone looking to change their organizational mindset
    Reviewed in the United States on November 18, 2020
    insightful, detailed and giving a step-by-step approach to understand and lead Digital Transformation across organization.

    Must have in any new age business library !
    Helpful
     Report
  • bora
    5.0 out of 5 stars Masterpiece on B2B Digital Marketing
    Reviewed in the United States on September 14, 2020
    Exceptional source of information. Great book.
    Helpful
     Report

Top reviews from other countries

  • Stefan Oglesby
    5.0 out of 5 stars An actionable, comprehensive guide for the digital transformation of B2B businesses
    Reviewed in Germany on August 3, 2021
    Verified Purchase
    This book fully lives up to its title. The book provides a carefully crafted framework for the digital transformation of B2B businesses, with a specific focus on sales, marketing, and value proposition.
    Leaders of B2B businesses are looking for a way to stay competitive in the digital era. The digital transformation of B2B sales has gained momentum - accelerated by the covid crisis. The younger generation of purchase managers prefers to interact via digital channels. Data available throughout the value chain is growing exponentially. In this context, the book provides immense value to the reader.
    The book outlines a concise and action-oriented framework, built on three transformations: The “digital selling shift”, the “digital experience makeover” and the “digital proposition pivot”.
    The “digital selling shift” transforms the traditional approach, which relies on the sales force, into a fully digitized funnel. Further, the authors highlight the need to break down the siloes between sales and marketing departments. Most importantly, the authors demonstrate, how the new, digital sales funnel is fueled by the proliferation of online customer data.
    Embracing the “digital experience makeover”, B2B businesses reinvent the customer journey from scratch, maximizing the benefit for the customers. The authors illustrate with compelling examples, how a “customer first and last” approach, putting the focus on listening to the customer, rather than the latest or most fancy technology, leads to sustainable growth.
    One of the authors' merits is that they do not limit digitalization and the systematic use of data to the sales process, but see both as the core of companies' future services and products. In the chapter about the “digital proposition pivot”, the authors outline how to create high margin value propositions, e.g. by turning data into added-value services, or how to stay competitive by moving to a low-cost model.
    The book provides guidance on how to implement the three abovementioned transformations, following a defined range of specific steps of action. I see this approach as a kind of “cookbook” for the digital transformation of B2B businesses. It is very helpful for leaders who are absorbed by day-to-day business and are looking for a fast path to action and quick wins.
    The steps are well defined and come with many concrete examples of how to execute them: Where to play, how to win, what to do, and who is needed. The steps demonstrate, e.g. the strategic definition and prioritization of use-cases, identification of target audience, set-up of the marketing funnel, the choice for the most appropriate agile method of execution, forming a team with all required competencies.
    I found the wealth of real-world examples and case studies most inspiring. The examples range from insurance, finance, health care to logistics and manufacturing. I found the series of diagrams showing key steps towards digitalization of a hypothetical “ACME” corporation, most valuable. Just sifting through these easy-to-read charts, provides key insights to any reader who does not have the time nor patience to read the whole book in detail.
    Overall, the book provides a straightforward blueprint for the digital transformation of B2B businesses, aimed at practitioners, but at the same time with the depth, reflection, attention to detail, precision, and comprehensive references of a textbook.
    Report
  • Paul Bradley
    5.0 out of 5 stars 3 essential lessons from successful B2B digital transformations
    Reviewed in Canada on July 19, 2020
    Verified Purchase
    A confession. I don’t read many business books, because blogs, online articles and newsletter updates usually pick up on topics faster.

    But, short, punchy posts lack the perspective, structure and practical guidance well-researched books provide. So, motivated by an upcoming project I was seeking a combination of inspiration and practical framework, both of which I found in Geyer and Niessing’s Definitive Guide to B2B Digital Transformation.

    The book breaks B2B digital transformations into three parts. A shift to digital marketing and data-driven selling. A focus on overall customer experiences that breaks out of current analogue patterns. And, a digital proposition pivot that recognises that digital breaks and restructures customer value propositions.

    The book works through these three concepts using an artful blend of digital strategy, case studies, implementation experiences and ‘worked’ examples to span the range of issues that digital transformation projects surface. And, Geyer and Niessing don’t pull any punches about how long and how hard companies work to achieve success.

    I read the book cover-to-cover (inspiration), but the following suggestion may work better if you are currently working on a digital transformation project.

    First, read the introduction. It cover the three main digital transformation concepts at a high-level. From there, read sections 1.1, 2.1 and 3.1 along with the associated case studies. These sections reinforce the key ideas and the case studies anchor the concepts in real businesses that have travelled the digital path.

    Then, go back and read through the worked examples. These are carefully assembled hypothetical B2B businesses, for which the combination of narrative and diagrams provide a strong feel for the actual, hard work of digital transformations. Lastly, read the main text in each chapter to better understand the “why’s” behind the digital selling shift, the digital transformation makeover and the digital proposition pivot.

    Leave Part 4 until the end, as it doesn’t pull any punches about how hard transformation projects can be and it provides solid advice on resolving the typical barriers companies face: lack of employee enablement and ineffective use of customer data.

    If you sell to other businesses and you’ve embarked on a digital transformation project or want to get one going, read the Definitive Guide to B2B Digital Transformation it’s packed with practical advice and best practices.
    Report
  • Coen Bijlsma
    5.0 out of 5 stars good insights
    Reviewed in Germany on June 27, 2022
    Verified Purchase
    Good insights, but also hands on
    Report