B2B Online 2018

May 07-May 09, 2018

Chicago Marriott Downtown

Day Two – Tuesday, May 8, 2017: 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
Limited capacity to 30 Distributers and Manufacturers. Please RSVP to Megan.Kessler@wbresearch.com

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

7:30 AM - 8:30 AM Private Invitation Only Breakfast

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! Who Are You Going To Call When You Have A Ghost Brand?

Shonodeep Modak, CMO, Industrial Solutions, GE
Though they can’t be touched, tasted, or even seen, ghost brands—intangible products or services—surround us in spite of their elusive nature. From insurance to software to services and beyond, customer experiences can be created for your products that lack sensory engagement. Regardless of your organization or industry, at some point most marketers will be tasked with promoting products that demand more creativity to animating their identity and utility. Join Shonodeep, who oversees a $3-billion segment at GE, as he examines how marketers can bring these illusionary, ethereal products to life:

  • How to recognize ghost brands in your company
  • Success examples of ghost brand marketing
  • Useful marketing approaches to differentiate and build customer affinity for your ghost brand offerings


Shonodeep Modak

CMO, Industrial Solutions

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

Russell Scherwin, Director of Marketing, Watson Commerce, IBM
Tremendous change is driving B2B organizations to reconsider how digital capabilities impact market forces and competitive advantage. 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, while avoiding common adoption detailers.


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

10:05 AM - 10:55 AM Brew-tiful Morning Refreshment & Networking Break

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
By Invitation Only

10:55 AM - 11:15 AM VP Boardroom

Exclusive, invite-only small group discussion in a private room focusing on your most pressing eCommerce challenges. For senior level manufacturing and distribution executives only.

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
By Invitation Only

11:15 AM - 11:35 AM VP Boardroom (Continued)

Exclusive, invite-only small group discussion in a private room focusing on your most pressing eCommerce challenges. For senior level manufacturing and distribution executives only.

11:35 AM - 12:05 PM KEYNOTE PANEL DISCUSSION: Driving Digital Adoption: If You Build It, Will They Come?

Larry Davis, CEO | Chairman | Co-Founder, AgoNow Chip Devine, SVP, eCommerce and Omni-Channel Business, Ferguson
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 hostingsome training webinars; it’s a change of culture, mindset and best practicesto engage customers, sales reps and CSRs. The experts on this panel 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


Larry Davis

CEO | Chairman | Co-Founder

Chip Devine

SVP, eCommerce and Omni-Channel Business
By Invitation Only

11:35 AM - 12:05 PM VP Boardroom (Continued)

Exclusive, invite-only small group discussion in a private room focusing on your most pressing eCommerce challenges. For senior level manufacturing and distribution executives only.

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

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

By Invitation Only

12:05 PM - 12:25 PM VP Boardroom (Continued)

Exclusive, invite-only small group discussion in a private room focusing on your most pressing eCommerce challenges. For senior level manufacturing and distribution executives only.

12:25 PM - 12:45 PM Guest Speaker Keynote! Using The Brain In Business: How Businesses Can Improve Access To The Customer Mindset

Dr. Moran Cerf, Professor, Neuroscience & Business, Kellogg School of Management, Northwestern University
The customer journey is at the top of everyone’s minds. Curious as to how these decisions are being made? Dr. Moran Cerf has the answers. Discover through his cutting-edge research how businesses can replace existing traditional marketing and research tools (i.e. focus groups, or big data analytics) with new more precise and predictive tools from neuroscience.


Dr. Moran Cerf

Professor, Neuroscience & Business, Kellogg School of Management
Northwestern University
By Invitation Only

12:25 PM - 12:45 PM VP Boardroom (Continued)

Exclusive, invite-only small group discussion in a private room focusing on your most pressing eCommerce challenges. For senior level manufacturing and distribution executives only.

12:45 PM - 2:00 PM Lunch For All Attendees And Book Signing With Dr. Moran Cerf

12:45 PM - 2:00 PM Private Lunch With IBM

12:45 PM - 2:00 PM Private Lunch With BlueTarp Financial

Track A: Digital Marketing And Customer Experience

2:00 PM - 2:10 PM Chairperson’s Opening Address

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

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

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. Learn from Ed as he discusses:

  • Entering The Great Divide: how to make your digital commerce experience stand above price competition
  • Proving to Key Stakeholders that companies that deliver mediocre experiences are dying
  • Delivering a great ecommerce experiences: stealing smart from market leaders


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
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

Track A: Digital Marketing And Customer Experience

3:00 PM - 3:35 PM CX PANEL DISCUSSION: Putting The “CX” In B2B

Arti Lyde, Director, Global Product Management & Strategy, Elkay Manufacturing Lisa Om, Director, Digital Experience, Arrow Electronics
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

Lisa Om

Director, Digital Experience
Arrow Electronics

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

Heather Bean, Director of Marketing, Guardair Corporation Jason Grizzi, Director, Global Marketing and Sales Enablement, Ingersoll Rand Ryan Spooner, Marketing Manager, PacknWood
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


Heather Bean

Director of Marketing
Guardair Corporation

Jason Grizzi

Director, Global Marketing and Sales Enablement
Ingersoll Rand

Ryan Spooner

Marketing Manager

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
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

3:35 PM - 4:25 PM Sweet Treats Afternoon Refreshment & Networking Break

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, Senior Director of Corporate and Digital Marketing, IB Milwaukee

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, Brock White Company, LLC

6. Lisa Malleus, Head of Ecommerce Digital Solutions ITS Americas, Mondelez International


Michael Margolies

Vice President, Creative Services
Leggett & Platt

Harley Thomas

Senior Director, Corporate & Digital Marketing
IB Milwaukee

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

4:25 PM - 5:15 PM Invite Only Private Tasting

4:25 PM - 5:15 PM Invite Only Private Tasting

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