B2B Online

May 08 - 10, 2017

Chicago Renaissance Downtown

Contact Us: 888-482-6012

 Elizabeth Ubell
Elizabeth Ubell VP & President, Marketing, eCommerce and Medium Customers WW Grainger
Elizabeth Ubell is responsible for leading and expanding Grainger’s U.S. Medium Customer Business, which includes Inside Sales, along with Marketing and Digital for the U.S. Ms. Ubell joined Grainger as the Vice President of Corporate Strategy and Continuous Improvement in July 2014. Ms. Ubell brings extensive global experience in strategy, marketing and general management across a variety of industries. Prior to joining Grainger, Ms. Ubell was Vice President, Corporate Strategy at Newell Rubbermaid where she also served as General Manager, Fine Writing; Group Vice President, Strategy, Customer & Marketing Services; and Vice President, Global Category Management.


Day One: Customer Acquisition and Omnichannel

8:25 AM Fireside Chat: Defining the B2B Customer: Who’s Researching & Who’s Buying

Unlike B2C, B2B customers are not easily identifiable.  While one person is researching your site, another is making the executive decision on where to purchase, and yet another is the one whose name is listed on the account.  Most B2B purchases are made by at least 2 decision makers or more, meaning you are never sure who you are marketing to.  Understanding how to market to individuals within a business as well as a business as a whole is the key to understanding the B2B customer.

Differentiating between the individual who makes the decision and the individual who makes the purchase – who are you really talking to?
Creating target messaging that resonates with B2B
Accurately addressing the needs of the individual shopper and the business at large