Day Three – Wednesday, May 9, 2018: Bridging B2B Online Business Strategies For Today To Tomorrow

7:50 am - 8:25 am Continental Breakfast & Registration

7:50 am - 8:25 am Private Invitation Only Breakfast

7:50 am - 8:25 am Private Invitation Only Breakfast

8:25 am - 8:30 am Welcome Remarks

Megan Kessler, Program Director,B2B Online

Megan Kessler

Program Director
B2B Online

8:30 am - 8:45 am Chairperson’s Opening Address

Chris Rooney, President and Founder,Digital Bridge Solutions

Chris Rooney

President and Founder
Digital Bridge Solutions

8:45 am - 9:00 am Fireside Chat: Virtualization Of B2B Customer Engagement

Come join Ryan for an entertaining and informative chat on where B2B customer engagement is moving.  Ryan will discuss next generation selling tools and selling models that will be necessary to stay competitive in the future and the investments needed today.  He will also chat about how the next generation of channels are shifting, blurring and evolving from online catalogs to rep and click, brick and click and pure click models.  Lastly, he will share the advancement in talent management Georgia-Pacific has taken to ensure the next set of leaders are ready for the virtualization of B2B customer engagement.

9:00 am - 9:20 am KEYNOTE! Could You Help Me? I’d Like To Buy Something: Meeting The Customer In Their Digital Journey and Building The Experience.

Kevin Espinosa, Digital Experience Manager,Caterpillar
Your customer has high expectations of your company. If you are delivering disparate human and digital experiences they are most likely dissatisfied. It is important you are meeting their needs digitally like you are face to face. To accomplish this, it is imperative to understand the customers’ digital footprint and what they expect from you. Join Kevin as he presents tactics to:
• Better understand the customer by collecting and centralizing their data
• Track the digital to physical footprint
• Align channels so no customer is lost in the journey
• Build platform strategy to catapult your plans

Kevin Espinosa

Digital Experience Manager

Place your bets on these predictions! The leaders on this panel, from start-up to enterprise businesses, take their years of experience and share what they think it takes for a company to grow in today’s market. Join them as they discuss the future of digital Manufacturers and Distributors:

  • What is it that is driving your business? How do you view today’s B2B landscape in terms of growth opportunities?
  • How are you defining innovation in B2B selling today?
  • Where do you see revenue growth streams within your respective vertical?
  • How you are investing (which channels) and why? What have been the key differentiators for you?

Josh Meyerowitz

President and Founder


Linda Brunner

VP, Digital Engagement
Siemens Healthineers


Mary Derrick

VP, Digital Customer Experience
Schneider Electric


Michael Dwyer

VP, Sales and Marketing

9:50 am - 10:10 am KEYNOTE! From Bootstrap To Booming B2B Business: Lessons Learned For Hyper Growth

Paul Shrater, Co-Founder,
As co-founder and COO of, Paul has been on quite the business journey—from a bootstrap startup in 2004 with just himself and zero employees to being in the Internet Retailer B2C 2nd 500 guide and the B2B top 300 guide, Paul’s hustle is paying off, and here you can learn his lessons in hyper growth:

  • Integrating and supporting partner businesses added along the way
  • Testing the waters before overcommitting with too much risk with  guerilla marketing tactics,  nimble decision making
  • Looking ahead and strategizing to prevent being the next Blockbuster Video

Paul Shrater


10:10 am - 10:40 am Morning JOLT! Refreshment & Networking Break

It’s day three of the event so ensure you are refreshed to soak up every last bit of information!
As companies rapidly expand their product across online channels, how can you continue to keep up with cutting edge innovation? How can you decipher the need to haves and the nice to haves? The executives discuss how they are discovering the technology that is the difference maker for their companies:

  • What trends/technologies are coming down the pipe in the next few years that will influence your online strategies? 
  • Assessing which tech trends are need-to-haves to enhance CX and drive ROI
  • Once you’ve mastered the basics of providing an e-commerce website, what is coming down the pipe that will generate revenue for your brand?
  • Scaling up content: creating new entry points to sell products
  • What technologies are working for you brand?  What are you currently testing?  Which technologies offer the most effective return on your spend?
  • AR and VR
  • Predictive analytics: get a full understanding of how your consumer shops, boosting ROI by sending product suggestions 
  • Online custom order  technology and pricing information 

Nicholas Loeffler



Jennie Stenback

Vice President, Marketing, Communications & Digital Strategy
3Wire Group: A Marmon/Berkshire Hathaway Company


Gilbert Moreno

Director of Information Technology, eBusiness Applications (
National Instruments


Eric Allen

Credit Key

11:10 am - 11:20 am INNOVATION SPOTLIGHT: inGauge B2B Customer Loyalty

Doug Press, CEO,The Incentive Group
The challenge with small and mid size customer sets is they are large in number, disparate in size and widely distributed.  The opportunity however, is they are likely your greatest source of incremental revenue growth and the highest margin accounts in your customer base.

This session will illustrate an invaluable Digital Dialogue solution for these customer sets utilizing best practice B2B Loyalty Programs.  Leveraging the best-in-class inGauge platform, clients engender a deeper, more pervasive level of Customer Engagement and do so brilliantly with a Pay-for-Performance model.

Learn how Digital B2B Loyalty Programs effectively: 
• Drive incremental Revenue and Margin growth by increasing Account Share 
• Accelerate New Customer Acquisition 
• Inspire Referrals 
• Elevate Customer Retention 
• Yield invaluable new Customer Data sets 
• Reinforce positive Customer Behaviors 

Doug Press

The Incentive Group

With all this talk of B2B businesses building out B2C-like experiences, what strategies are really achievable? The leaders on this panel offer their opinions as well as use-cases so you, too, can assess if these popular B2C tactics may work for your business:

  • Subscription model: out with the old and constantly in with the new to keep product and production fresh
  • Gamifying the customer experience—could this be a new frontier of loyalty?
  • Social media: how targeted can you get with relationship building?
  • Examining your business’  demographic and customer base to assess if same day or next day delivery is achievable without cutting into profit margins

Paul Shrater



Anoop Kulshreshtha

Vice President, Digital Technology
Henry Schein


Robert Elzner

Director, Online Marketing & eCommerce
Dell, Inc.

11:50 am - 12:10 pm KEYNOTE B2B 2.0 Topic! Increasing AOV With A Personalized Platform

Vikas Bhumireddy, Senior Manager, Digital Platform,Edgewell Personal Care
For smaller products that can easily be re-ordered, building out a personalized account portal is the key to increasing customer engagement. Vikas has built a platform that is a truly personalized portal for accounts and allows its customers to see how much product can be put in a shipping box; by “squeezing in” those smaller products, you can reduce amount of boxes shipped, have a better global footprint, and of course boost bottom line. Strategies covered in this eye-opening session include:

  • Increasing AOV by having proper bundling, up-selling ,and cross-selling in the customer journey
  • Improving order processing with the growth of online transactions; managing more orders with small bandwidth
  • Out of stock, but not out of luck: connecting with the online buyer to locate an out-of-stock item, and pushing upsells or cross-sells other products that could meet buyers’ needs 
  • Setting up systems to take into account shipping costs and inventory to reduce operating costs and increase customer satisfaction operating costs and increase customer satisfaction

Vikas Bhumireddy

Senior Manager, Digital Platform
Edgewell Personal Care

12:10 pm - 12:20 pm Innovation Spotlight

To host this Innovation Spotlight and showcase a forward thinking technology, please contact

12:20 pm - 12:40 pm KEYNOTE! Culture As Your Competitive Advantage: How To Shape Your Company Culture And Why It Matters More Than You Think

Michael O'Shea, VP of eCommerce & Product Management,Parts Town
Technology features are easy to replicate. Truly sustainable competitive advantage comes from culture. In this session, Michael maps out quantifiable results and qualitative insights gleaned from the success that Parts Town and other leading B2B companies have achieved by investing in culture…it might even be funny. Be inspired to:

  • Define your unique culture
  • Integrate culture and values into your strategy and operations
  • Evolve your culture over time

Michael O'Shea

VP of eCommerce & Product Management
Parts Town

12:40 pm - 1:40 pm Lunch For All Attendees

12:40 pm - 1:40 pm Private Invitation Only Lunch Workshop

12:40 pm - 1:40 pm Private Invitation Only Lunch Workshop

1:40 pm - 2:00 pm KEYNOTE! Top Notch Cyber Security For You And Your Customers

Alan Yang, Vice President, Applications & Architecture,MSC Industrial Supply
Given that our businesses are now all online and large and transactions are taking place, how have you thought about securing your customers’ information? This past year, MSC’s eCommerce sales were 61% of its business; and as the business grew, it was imperative to look out for new emerging threats and fraud. Alan presents the tactics around security and privacy laws he has been evaluating and implementing to future proof MSC’s business:

  • Evaluating partners for security and privacy laws
  • What fraudulent activity you need to be aware of today and in the future
  • The payoff of investing in peace of mind

Alan Yang

Vice President, Applications & Architecture
MSC Industrial Supply

2:00 pm - 2:20 pm How Controlling Online Marketplace Sales & Stopping Unauthorized Sellers Can Boost Revenues

Scott Barbour, VP of Sales And Customer Success,Derive Systems Daren Garcia, Co-Head, Online Seller Enforcement Practice,Vorys Legal Counsel
Many companies today don’t have sufficient control over the sale of their products and, consequently, are faced with numerous anonymous third parties selling their products on the marketplaces.  This lack of control creates several problems in the digital age, including brand erosion caused by massive intra-brand competition, harm to e-commerce sales growth, inability to operate a viable MAP program, quality issues leading to bad online reviews and erosion of brand value, and upset distributors, dealers, and other authorized sellers.   

Daren Garcia, co-leader of Vorys’ Seller Enforcement group, and Scott Barbour, vice president of sales at Derive Systems, will explain strategies that can be used to control online sales and stop unauthorized sellers from interfering with their business goals.  This includes distribution strategies, foundational policies, methods for controlling a brand’s online listing content and enforcement approaches that combine technology, investigation and legal tactics to permanently remove unauthorized sellers.  Attendees will leave with concrete action items they can take back to their teams and begin the process of regaining control over their online sales, including: 

  • Distribution approaches that allow brands to more easily control their sales 
  • Business policies and procedures that will enhance a brand’s ability to achieve MAP compliance and/or assert legal claims against third-party unauthorized sellers
  • Strategies to prevent third-party sellers from being able to rely upon the first sale doctrine to defend their unauthorized activities
  • Tactics to identify anonymous marketplace sellers
  • Tactics to control the content for your brand’s marketplace listing  
  • Cutting-edge enforcement systems that combine technical, investigative and thought-leading legal tactics designed to permanently remove unauthorized sellers, as opposed to playing a never-ending game of “whack-a-mole” 

Scott Barbour

VP of Sales And Customer Success
Derive Systems


Daren Garcia

Co-Head, Online Seller Enforcement Practice
Vorys Legal Counsel

Manufacturers and Distributors are breaking free of traditional operations, but finding a balance between innovative technology and traditional sales is challenge. Businesses are becoming nimble and agile to understand the customer on a deeper level from discovery to order/checkout. The thought leaders on this panel look into their crystal ball and give their best predictions of: 

  • The next gen of your colleagues: turning the traditional marketer into a data scientist
  • Real time RFP and pulling in online pricing model configuration 
  • Driving customers to purchase with enhanced mobile design—evangelizing the customers while lending live support
  • Verbal search and its impact—how will the search ecosystem change?
  • AR and VR: best vase uses today but looking out for tomorrow’s opportunities

Shalin Shah

VP, Omnichannel and eCommerce
Georgia-Pacific LLC


Matthew Clark

VP, eCommerce & Digital Marketing
Premier Farnell


Silas Carter

eCommerce & Online Merchandising Senior Manager

2:50 pm - 2:50 pm End Of B2B Online