B2B2C Marketing Transformation: Strategies, Models & Key Learnings

This webinar explores the fundamental shift in modern marketing—moving away from traditional B2B or B2C silos toward a seamless B2B2C (Business-to-Business-to-Consumer) approach. It details why and how organizations must redefine their interplay with business partners and end consumers to thrive in a digital age.

📌 Webinar Agenda & Core Topics:

  • Apple's Success vs. Nokia's Failure: A deep dive into strategic evolution. Analysis of how Apple's "digital handshake" conquered the market by capturing end-consumer data, while traditional B2B structures that lacked direct customer visibility fell behind.

  • 10 Most Successful Business Models: A breakdown of the core digital levers of the past 25 years (from platform economies and ecosystems to subscription models) and an analysis of how they are changing through Web 1.0, 2.0, the Metaverse, and today's AI revolution.

  • Organizational Insights & Case Studies: A look at how traditional companies successfully pivot. Insights reveal transformation strategies and practical examples from leading brands like Nike, Adidas, Miele, Lego, Polestar, and the wool manufacturer Giesswein.

  • The Future of Marketing (GEO & AI Readiness): Preparation strategies for Generative Engine Optimization (GEO) and steps to optimize systems for autonomous AI agents. Explanation of why structured, machine-readable data is the absolute key to future transactions.

  • Frameworks for Your Team: Guidance on how to implement the "Pre-Mortem Analysis" to identify transformation risks before they happen, and how to use the "SCARF Model" to smoothly manage emotional and organizational changes within a team.

🛠️ Interactive Exercise for Marketing Workshops:

Use this webinar as a foundation for marketing planning!

  1. Analyze the Business: Which of the 10 business models presented are already in use? Which ones should be adopted for upcoming products or services?

  2. What are the competences your team needs in this transformation? Inspiration list: https://executiveacademy.at/en/knowledge/leadership/the-periodic-table-of-leadership

  3. OTTO - One Thing To Optimize: At the end of the video, choose exactly one takeaway to implement in the relevant sphere of influence immediately. Focus beats complexity!

📥 Resources & Links: Download the presentation slides used in this webinar here.

💬 Join the Discussion: Which digital business model is currently running, and what is the biggest hurdle when trying to connect directly with the end consumer? martin@giesswein.org

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