Day Two – Tuesday, May 8, 2018: Engagement & Customer Experience Optimization

7:50 am - 8:30 am Continental Breakfast & Registration

7:30 am - 8:30 am Women In B2B Breakfast

Anne Vranicic, VP, Marketing,Valin
*The breakfast is now full but please still RSVP to join the waitlist*

Limited capacity to 30 Distributors and Manufacturers. Please RSVP to

A breakfast full of fun and reflection of women paving the way in B2B business success!

Anne Vranicic

VP, Marketing

7:30 am - 8:30 am Private Invitation Only Breakfast Hosted By DEG Digital: “Consolidating Online and Offline Data for a 360-Degree View of the Customer”

John Stauffer, Managing Director of Strategic Planning and Channel Strategy ,DEG Digital
Join John Stauffer, Managing Director Strategic Planning & Channel Strategy at DEG—a full-service digital agency—along with senior decision makers from industry companies for an exclusive breakfast: Consolidating Online and Offline Data for a 360-Degree View of the Customer.

You’ll have the opportunity for an open conversation with your peers around the following:
• Sharing product information management across channels for top insights into order process, beginning to end 
• Establishing real-time collections of product sales data across channels 
• Integrating customer data through RFP, future business plans and objectives for product demand 
• Pulling in online pricing model configuration to see how the customer is digitally interacting with product 

You’ll also receive:
• The latest emarketer report: B2B Commerce 2018: Transforming Buying and Selling
• An exclusive report from DEG and B2B Online: Transforming B2B CX with Data-Driven Commerce
• A checklist to use immediately following the roundtable session

John Stauffer

Managing Director of Strategic Planning and Channel Strategy
DEG Digital

8:30 am - 8:40 am Welcome Remarks & Benchmarking Study

Megan Kessler, Program Director,B2B Online

Megan Kessler

Program Director
B2B Online

8:40 am - 8:55 am Chairperson’s Opening Address

Suchit Bachalli, President,Unilog

Suchit Bachalli


8:55 am - 9:15 am KEYNOTE! How Marketers Innovate In Traditional Industries

Monique Elliott, CMO, Industrial Solutions,GE
Join Monique as she discusses the importance of embracing both external customer resistance and internal organizational friction to create new ways of doing business and advancing innovation.  Learn how a 130-year old traditional manufacturing company pivoted to adopt innovative ecommerce strategies and technology by infusing a non-traditional approach marketing.  Also explore the evolving role of the Chief Marketing Officer and discuss what new skill sets are valued, how does technology change the game and what new organizational structures are on the horizon.

Monique Elliott

CMO, Industrial Solutions

9:15 am - 9:35 am KEYNOTE! Omnichannel B2B Commerce: 5 Crucial Considerations

Russell Scherwin, Director of Marketing, Watson Commerce,IBM
Omni-channel B2B commerce entails consistency across field and digital selling channels. You'll learn to provide your sales and marketing leaders with the ability to execute market strategies in every customer interaction, while optimizing margin in every transaction. Attendees will leave this interactive session with insights on addressing B2B Commerce projects, 5 critical success factors, and how to avoid common adoption challenges.

Russell Scherwin

Director of Marketing, Watson Commerce

As your company continues to optimize its omni-channel processes, you need to ensure you have a smooth methodology for software selection and planning. The senior executives on this panel bring their extensive processes and  experiences to life in how they have built out robust online capabilities by:

  • Deciding which software platform meets your needs: what are the key criteria?
  • Rethinking current best practices in the platform review process
  • Understanding why you need more than a scoring model to evaluate vendors
  • Identifying how to avoid the possible hiccups that cause project creep and budget overages

Michael Ali

Chief Digital and Information Officer
Omega Engineering


Mike Powers

eCommerce Manager
Hill & Markes


Anne Vranicic

VP, Marketing


Chris Rooney

President and Founder
Digital Bridge Solutions


Jon Panella

GVP Technology, Global Commerce Alliance Strategy Lead

10:05 am - 10:55 am Brew-tiful Morning Refreshment & Networking Break Hosted By Motionpoint

Grab a cup of joe and explore the latest tech in our Solutions Zone!

10:55 am - 11:15 am KEYNOTE! Disrupting The Steel Industry Through Platforms

Gisbert Rühl, CEO,Klöckner & Co SE
Buying and selling steel is very inefficient and costly today. This is because the market is very fragmented and has not seen much technical innovation in the last 100 years. As a steel service center and distributor with a 110 year-old history, Klöckner has set out to disrupt itself and the industry by launching an online market place specifically for steel and metals.

  • Think big and start-small
  • Understand the value for the customer
  • Digitally connected steel industry

Gisbert Rühl

Klöckner & Co SE

11:15 am - 11:35 am KEYNOTE! Enhancing Customer Experience With Data And Analytics – Lessons From Essendant

Ken Sauers, VP, Pricing And Business Integration,Essendant Mihir Kittur, Co-Founder & Chief Commercial Officer,Ugam
The B2B purchase process has shifted to one where buyers now expect a B2C experience across the board, leaving many B2B Distributors struggling to keep up – often battling slow reaction times and under-leveraged insights to improve business performance.
In this session, Ken Sauers, VP of pricing & business integration at leading wholesale distributor Essendant, along with Mihir Kittur, chief commercial officer at global data and analytics provider Ugam, will outline the fundamental ways in which Distributors can take advantage of data and analytics to improve efficiency, optimize product assortments and product alternates – leading to improved customer experience and overall business performance.
Key takeaways from the session include:

  • Essendant’s path to providing superior customer experience.
  • Applying machine learning to manual processes for successful problem-solving.
  • The road ahead for improving performance using data and analytics.

Ken Sauers

VP, Pricing And Business Integration


Mihir Kittur

Co-Founder & Chief Commercial Officer

Digital leaders know that B2B eCommerce and Self Service success  – whether measured by revenue, site visits, or orders - comes down to driving adoption. But it’s not as easy as launching a website/app, and hosting some training webinars; it’s a change of culture, mindset and best practices to engage customers, sales reps and CSRs. The panelists share their tips on:

  • Getting digital, product, and sales reps to listen and leverage one another so the entire organization understands eCommerce’s big wins
  • Looking at how to structure your organization to incorporate omni-channel capabilities
  • Driving customers to the website, and building customer-driven design solutions
  • Delighting users, solving problems, and driving real business results through various online vehicles
  • Leveraging CRM and customer segmentation to develop an overall picture of your customer as the foundation for your strategy
  • Using agile development methodologies to react quickly to business need

Charlie Bonomo

Senior Vice President and CIO
MSC Direct


Chip Devine

SVP, eCommerce and Omni-Channel Business


Julie Collins

Director, Global Head of eCommerce/Digital Marketing
Alcon Laboratories, a division of Novartis


Leor Bachar

B2B Commerce Leader
Deloitte Consulting LLP

12:05 pm - 12:25 pm Going Beyond Direct Sales To Address The Complexities of Today’s B2B Customer Journey

Mark Bartlett, Chief Experience Officer,FPX
Today’s B2B customers expect a B2C-style experience across all channels and touch points. Yet many Manufacturers struggle to deliver their complex products, services and solutions in the seamless, cohesive digital experience their customers have come to expect. In this enlightening session, Mark Bartlett—an expert practitioner of eCommerce and digital transformation and chief experience officer for FPX—offers a proven strategy to help Manufacturers close the “Complexity Gap” and capitalize on a Multi-Trillion Dollar opportunity:

  • Why today’s B2B customer journey is omnichannel
  • How to exceed the rising expectations of the modern B2B customer
  • Understand the “Complexity Gap” Manufacturers face in this era of digital transformation
  • How enterprise CPQ can help close the “Complexity Gap” and deliver a personalized, B2C-like experience across all buying and selling channels

Mark Bartlett

Chief Experience Officer

12:25 pm - 12:45 pm B2B 2.0 Topic! Moving Towards A One Customer, One Brand Mentality For Omni-Channel Success

Sushma Shirish, Director & Head of B2B E-Commerce,HP, Inc.
HP has been busy eliminating channel conflict between the salesforce and online channels. By empowering sales associates as the face of the company, and with top mobile tech, sales have soared. Learn from Sushma as she presents tactics to implement global B2B omni-solutions:
• Reinforce your brand with the salesforce to ensure they effectively represent the brand and are equipped with brand knowledge via mobile tech
    o Emphasizing  sales channels work in tandem
• Analyzing a new corporate structure: giving commission to salesforce if product sold online to a core customer
• Training salesforce to have a  more effective method for collecting CRM data, and are conversely empowered with CRM data to sales

Sushma Shirish

Director & Head of B2B E-Commerce
HP, Inc.

12:45 pm - 2:00 pm Lunch For All Attendees

B2B is at in inflection point and customer expectations have shifted tremendously. It’s a new B2B commerce world now - business buyers demand true omnichannel experiences. Listen to this customer panel of B2B industry experts and hear how they are driving seamless omnichannel experiences within their organizations to meet the demands of customers. Join this panel as they discuss key topics, lessons learned and what it takes to be successful with B2B omnichannel commerce.

Gilbert Moreno

Director of Information Technology, eBusiness Applications (
National Instruments


Adrienne Hartman

Director of eCommerce & Inbound Sales
J. J. Keller & Associate


Kris Hamrick

Watson Commerce Business Unit Executive


Kevin O'Brien

eCommerce Digital Product Manager, Digital Enabled Solutions Division
Caterpillar Inc

12:45 pm - 2:00 pm Private Lunch With BlueTarp Financial: How To Accelerate Online And Offline B2B Sales

Lisa Balter Saacks, Head of Business Development,BlueTarp
Online and offline B2B customers expect a seamless experience that doesn’t stop once they’ve placed the order. Companies that don’t consider the entire customer journey will quickly lose customers to the competition. The secret is to identify common credit-related pitfalls that are turning away your customers and slowing down your sales team. 

Learn how to accelerate your B2B sales – including e-commerce – in this roundtable discussion with BlueTarp, who exclusively services B2B companies. We’ll discuss simple ways to improve your customer experience while freeing up your sales team to sell more.

Topics will include :
• How to win and retain customers with the best customer experience
• Reduce sales and credit friction with increased transparency
• Three ways your credit program is slowing down online and offline sales 

Lisa Balter Saacks

Head of Business Development

Track A: Digital Marketing And Customer Experience

2:00 pm - 2:10 pm Chairperson’s Opening Address
Monica Cravotta, Senior Director of Product Marketing,WP Engine

Monica Cravotta

Senior Director of Product Marketing
WP Engine

Track A: Digital Marketing And Customer Experience

2:10 pm - 2:40 pm Case Study Remix: Creating Video To Market Product Across Platforms
Jennifer Anderson, ED, Global Digital Marketing & Social Media Engagement,Sealed Air Corporation
By 2020, video will account for nearly 80% of internet traffic. Video is the go-to platform to showcase products, tell compelling stories and help customers through their buying journey. Join Jennifer as she presents video content creation strategies that have delivered return on engagement and investment:

  • Video creation: which video platforms are appropriate for your product, and how to reduce the expensive cost by using free social-video platforms
  • Building in-house studios and using smartphones to quickly build low cost but beautiful videos
  • Marketing and re-purposing your video across all social platforms to enhance SEO and virality
  • Deciding which KPIs to use to effectively measure for ROI

Jennifer Anderson

ED, Global Digital Marketing & Social Media Engagement
Sealed Air Corporation

Track B: Data and CRM Strategies

2:00 pm - 2:10 pm Chairperson’s Opening Address
Scott Webb, President,Avionos

Scott Webb


Track B: Data and CRM Strategies

2:10 pm - 2:40 pm Case Study Remix: Converting Browsing Behavior to Build B2B Relationships
Erin McKenrick, Marketing Manager,Van Meter Inc.
Go beyond visit-centric traditional web analytics. Use advanced analytics to create long-term customer relationships that predict online buying behavior and increase conversion rates. Erin presents cutting edge tactics that allow businesses to:
  • Implement innovative methods of predictive analytics
  • Predict and target segments with the greatest profit potential
  • Assess the likelihood of customers defecting to the competitors
  • Turn data into a story for your marketing needs—unlocking data’s potential to create a greater customer interactive experience that leads to purchase

Erin McKenrick

Marketing Manager
Van Meter Inc.

Track C: The Mobile And Digital Salesforce

2:00 pm - 2:10 pm Chairperson’s Opening Address
Megan Kessler, Program Director,B2B Online

Megan Kessler

Program Director
B2B Online

Track C: The Mobile And Digital Salesforce

2:10 pm - 2:40 pm Case Study Remix: Digitizing The Field And Promoting An Omni-Salesforce
Jonathan Toler, Head of Product & Innovation,Kloeckner Metals
Kloeckner Metals has been able to motivate and change the culture of its sales and operations teams to support B2B eCommerce. As a metals company, the workforce (and customers) tend to skew older, but Jonathan and team have found success to develop a several different strategies in order to attain customer success:

  • Motivating and incentivizing sales professionals through both intrinsic and extrinsic rewards. 
  • Fostering a practical, solutions based culture of innovation among customers and internal stakeholders.
  • Providing new collaboration and communication methods for e-commerce evangelization and data insights. 
  • Creating flexible & diverse e-commerce experiences that cater to specific market segments and user behaviors.

Jonathan Toler

Head of Product & Innovation
Kloeckner Metals

Industry Boardrooms

Jasmine Khambatta, President, Global eCommerce,Filtration Group
An industry specific facilitated strategy discussion focused on addressing challenges and sharing lessons learned within the manufacturing community
(Limited to 15 Participants)

Jasmine Khambatta

President, Global eCommerce
Filtration Group

Track A: Digital Marketing And Customer Experience

2:40 pm - 3:00 pm The Great Divide: How B2B Manufacturers and Distributors Can Survive and Thrive in the Age of the Customer
Ed Kennedy, Senior Commerce Director,Episerver
Many industries have been insulated from the adoption of Digital Commerce; not anymore. In the Age of the Customer, well designed and convenient ecommerce experiences are table stakes for most firms. Customers’ expectations are at unprecedented levels as Market Leaders deliver low prices and superior logistic dominance. However, price wars are a race to the bottom. B2B companies must compete elsewhere if they are to thrive. Learn from Ed as he discusses:
• Closing The Great Divide: Why and how to compete on experience instead of price.
• How to communicate the need for changing inside your organization
• Discover ideas, strategies, and results from B2B trailblazers

Ed Kennedy

Senior Commerce Director

Track B: Data and CRM Strategies

2:40 pm - 3:00 pm Transforming Big Data into Intelligent Data
John DeMarco, Manager of Content Excellence,3M Jeff Hunt, CEO,Snap36
When it comes to big data, every attribute is important, but that doesn’t mean all data points are created equal. Basic product content, shipping and logistical data is no longer sufficient for businesses who rely on thousands of critical data points—thus creating a massive gap between the information businesses need and the intelligent data that is available in the marketplace. To put it simply, the expectation is no longer for product data to be available, but rather that the data be complete, correct and accessible. As we work to develop a harmonious ecosystem of information, it’s vital to understand which data points are significant and why they are uniquely valued throughout marketplace.

In this case study, John DeMarco, Manager of Content Excellence at 3M, and Jeff Hunt, CEO at Snap36 will review:

  • Best practices in housing data and distributing to internal teams
  • How imagery as a data point creates transparency and instills confidence in consumers
  • Why product information, such as specifications, functionality and imagery—should be at the heart of any digital strategy

John DeMarco

Manager of Content Excellence


Jeff Hunt


Track C: The Mobile And Digital Salesforce

2:40 pm - 3:00 pm Get Closer To Your Customer: How Mobile Means More Data For Sales Teams And Distributors
Grant Davies, Agency General Manager,Perficient Digital
Mobile technology lets B2B sales reps manage their entire job from a single piece of equipment. An integrated enterprise mobile strategy means instant access to customer data, which lets sales teams deliver on-the-spot, personalized and brand-consistent proposals and presentations. It makes selling easier for sales teams, the process simpler for distributors, and it’s a better experience for customers. 

Learn how using an enterprise mobile strategy to get closer to your customer can:
  • Increase order size while reducing closing time
  • Inform future product innovation
  • Provide competitive advantage with your distributors

Grant Davies

Agency General Manager
Perficient Digital

Industry Boardrooms

James Sandora, GVP, Digital,Kerry Food Group
An industry specific facilitated strategy discussion focused on addressing challenges and sharing lessons learned within the distribution community.

(Limited to 15 Participants)

James Sandora

GVP, Digital
Kerry Food Group

B2B is more than just business to business—it needs to be customer centric for your sales reps to be succeed. As eCommerce continues to penetrate the B2B community, these executives have pledged to keep top service interactions at the heart of their deals.

  • Defining your business’ cornerstones for top customer experience to transcend the entire business lifecycle:
  • Pre-sales engagement
  • Sales process and fostering the relationship
  • Post-sale interactions
  • Reviewing your business’ process with decision makers: are your clients’ key stakeholders business goals aligned? 
  • What do you need to do to ensure RFPs are seamless, clear for continuous sales
  • Driving customer loyalty and support post-sale by providing incentives for sales reps to continually build top business relationships

Arti Lyde

Director, Global Product Management & Strategy
Elkay Manufacturing


James Casper

Sr. Director, Global eSolutions
Thermo Fisher Scientific


Mitch Lee

Profit Evangelist


Tom McGourty

EVP of Business Development

Track B: Data and CRM Strategies

3:00 pm - 3:35 pm CRM PANEL DISCUSSION: It’s Personal: Creating Better CRM For B2B Success And Business Value
Jason Grizzi, Director, Global Marketing and Sales Enablement,Ingersoll Rand Ryan Spooner, Director eCommerce and Marketing,PacknWood Kilian Veer, COO,ZAGENO
The customer is at the center of your account based marketing strategies. When connecting with the customer, Manufacturers and Distributors should not feel they are invading their privacy; businesses  should convey through digital messaging and targeting that the customer is their priority—the leaders on this panel present tactics to leverage the power of data for top CRM personalization.

  • Going back to basics: pushing baseline offerings, building engagement, making it customer-centric
  • Pulling the customer through seamless experiences and product information throughout the funnel
  • Simplifying operations to streamline processes and more efficiently drive profitability
  • Tracking identified companies’ browsing history to focus on marketing goals to push valued business
  • Deploying alerts and messages as to updates for products that have been bought or looked at 
  • Aligning marketing measurements with Sales team initiatives to result in closed business

Jason Grizzi

Director, Global Marketing and Sales Enablement
Ingersoll Rand


Ryan Spooner

Director eCommerce and Marketing


Kilian Veer


Track C: The Mobile And Digital Salesforce

3:00 pm - 3:35 pm EMAIL PANEL DISCUSSION: Using Email Content To Boost Interaction And Revenues
Ebony Hunt, Global Program Manager, Digital Delivery,Hilti North America James Clark, eCommerce Marketing Manager,Coca-Cola Bill Mortimer, Senior Manager, Digital Marketing,Sonepar USA
Today’s customers are completely connected…so how are you making the most of your most direct sales channel? The experts on this panel weigh in as to how they are collating data to curate email content for informative  and profitable interactions: 

  • Examining alternative types of content generation (outside of blogs, etc.) to integrate into your email program 
  • Using client stories: how to best use what your customers are already giving you)
  • Using content to drive click-throughs (not just opens)
  • Training your customers to engage with your content, even if that doesn’t lead to a sale every time 
  • Avoiding the abandoned shopping cart—sending reminders or similar products
  • Product purchase history—making your salesforce  the first line of defense if clients haven’t recently interacted with your most direct channel

Ebony Hunt

Global Program Manager, Digital Delivery
Hilti North America


James Clark

eCommerce Marketing Manager


Bill Mortimer

Senior Manager, Digital Marketing
Sonepar USA

Industry Boardrooms

James Sandora, GVP, Digital,Kerry Food Group
An industry specific facilitated strategy discussion focused on addressing challenges and sharing lessons learned within the manufacturing community.

(Limited to 15 Participants)

James Sandora

GVP, Digital
Kerry Food Group

3:35 pm - 4:25 pm Sweet Treats Afternoon Refreshment & Networking Break Hosted By HS2 Solutions

Need a little sugar rush? Have a sweet treat and meet someone new!
This is your opportunity to break into small groups and brainstorm with your peers on specific topics around digital marketing and eCommerce.  Please choose one of the tables below:

1. Can Subscriptions Work In Your B2B Marketplace?
Michael M. Margolies, VP, Creative Services, Leggett & Platt

2. Successful Site Search Best Practices
Harley Thomas, Channel Manager, Arrow Companies

3. It’s Not Just a “Marketing Project”:  Getting The Entire Organization On-Board With Digital
Dana Moeller, Director of Marketing, Curbell Plastics

4. Simple SEO Tactics For Harvesting Low Hanging Fruit
Evan Fratzke, Digital Marketing Specialist, Van Meter Inc.

5.  Creating A Site Experience That Engages Your Customer And Drives Sales
Andy Borski, Senior Manager of eCommerce, Construction Supply Group
6. B2B Online: Transactional vs Relationship Commerce
Lisa Malleus, Head of Ecommerce Digital Solutions ITS Americas, Mondelez International

7. How Do You Attract, Qualify And Maintain A Superior Value Added Reseller Network?
Chester Hunter, VP, Aquila


Michael Margolies

Vice President, Creative Services
Leggett & Platt


Harley Thomas

Channel Manager
Arrow Companies


Dana Moeller

Marketing Manager
Curbell Plastics


Evan Fratzke

Digital Marketing Specialist
Van Meter Inc.


Lisa Malleus

Head of Ecommerce Digital Solutions ITS Americas
Mondelez International


Chester Hunter


5:15 pm - 6:15 pm B2B Online Party At SPiN Chicago

Come show off your skills and be a ping-pong champ at this fun spot for some friendly competition!

4:15 pm - 4:15 pm End of Day Two