B2B Online Virtual Event & Expo

October 28 - 29, 2020

Online

11am ET - 5:30pm ET

Day One – Wednesday October 28, 2020 Growing and Innovating Digitally

11:00 am - 11:30 am Exhibit Hall Meet & Greet

11:30 am - 11:35 am Welcome Remarks and Orientation

Marissa Alvord, Executive Director at B2B Online

Marissa Alvord

Executive Director
B2B Online

11:35 am - 11:45 am Chairperson’s Opening Remarks

11:45 am - 12:05 pm KEYNOTE FIRESIDE CHAT: Defining Your Value Proposition to Differentiate in Today’s Competitive B2B Market

As B2B businesses expand their reach digitally, competition is growing and it’s becoming paramount to differentiate your offering beyond product. Kari Janavitz, Chief Marketing Officer for TE Connectivity and Diane Hund, Senior Vice President, Marketing for US Foods understand that a clearly defined value proposition is central to the overall digital strategy. Hear about how Kari and Diane packaged the value prop in a way that makes sense for a broad customer base, including:

  • Outlining the value proposition of your offering focused on solving customer needs and providing solutions 
  • Identifying the various gate keepers involved in the purchasing process and making sure your proposition appeals to multiple buyers within an organization
  • Improving the vertical integration of the value chain to capture more of your customers’ business
  • Clarifying your value to your customers by using segmentation studies and VOC programs 
  • Leveraging your value proposition as a promise to your customer to provide differentiation and command a price premium
Diane Hund, Senior Vice President, Marketing at US Foods

Diane Hund

Senior Vice President, Marketing
US Foods

Kari Janavitz, Chief Marketing Officer at TE Connectivity

Kari Janavitz

Chief Marketing Officer
TE Connectivity

General Session

12:05 pm - 12:25 pm KEYNOTE: Manufacturing Path Forward

For decades, distribution channels for most manufacturers have been static. However, with the rise of new options for B2B to go direct to customers like B2C, manufacturers, distributors, and customers have evolved, drastically changing the traditional sales representative role. There is a fundamental shift happening from a selling process to a buying process. Industry is dealing with an empowered buyer. During this session, you will learn how to face the near-constant disruption of modern business. Hear from Andrew Walker, CEO of Shift7 Digital, to understand the full scope of change and obstacles that stand in the manufacturers’ and distributors’ ways of reaching their target customers.

·        Discover the opportunity that lies ahead, make predictions, and calculate analogs that allow you to build a strategy around your business prospect, leveraging distribution network and sell directly – empowering your customers to build relationships grounded in trust.

·        Gather the tools you need to build a new distribution strategy from scratch, so you are ready to take leaps and bounds toward success!

Andrew Walker, CEO at Shift7

Andrew Walker

CEO
Shift7

General Session

12:25 pm - 12:45 pm KEYNOTE: The Power of People in a Virtual World

The digital world has put (wo)man and machine at odds‚ setting each up to defend their rightful purpose and place. What we have known for over 150 years is that real progress looks like man and machine working together, in symbiotic relationship, to build, shape, evolve, and create a better, more drivable-workable-livable world. And this appreciation for the dynamic relationship between man and machine underpins the way in which we think about how our brand operates in this increasingly digital world. Victoria Morrissey, Director, Global Marketing and Brand leads Caterpillar’s end-to-end enterprise marketing capabilities, brand identity, global licensing business, global brand sponsorships and the Cat Industrial Design team. Victoria is constantly evolving the impact of the Caterpillar brand and will explore the power of people and product in a virtual world.

Victoria Morrissey, Global Marketing and Brand Director at Caterpillar

Victoria Morrissey

Global Marketing and Brand Director
Caterpillar

Breakout Session

12:05 pm - 12:45 pm Invitation Only Workshop: Overcome struggles in adopting B2B e-commerce

Your call center phones are still ringing off the hook years after you launched your online store? With the right e-commerce strategy, manufacturers and distributors can grow almost indefinitely offering a customer experience that stands out from competitors. This journey begins with the choice of the right platform and doesn´t end with the announcement of new self-services on your website. It can only be successful if new and existing clients join you on this journey! This interactive workshop is intended to provide actionable best practices to increase B2B e-commerce adoption and overcome customer resistance to change such as:

·        What features and functionalities are expected by today’s B2B online buyers?

·        What data points should I use as Key Performance Indicators and how do they differ from B2C?

·        How do I choose a roll out strategy that my customers will embrace?

Hear first-hand experiences and best practices from leading manufacturer and digital thought leader Dover Corporation.  

Patrick Mazzariol, Vice President, Digital Customer Experience at Dover Corporation

Patrick Mazzariol

Vice President, Digital Customer Experience
Dover Corporation

Octavio Perales, Director, Solutions at Intershop

Octavio Perales

Director, Solutions
Intershop

12:45 pm - 1:15 pm Exhibit Hall Meet & Greet and Lunch

Customer experience has become a top priority for B2B companies, though most have a steep maturity curve to climb. As organizations evolve digitally, there is a significant opportunity to align customer experience goals with digital ambitions. Panelists will share how-to strategies to keep the customer at the center of your transformation, including:

  • Putting the B2B customer at the center of business planning and evangelizing this message across your organization 
  • Breaking down barriers in matrixed organizations to prioritize an optimal digital customer experience
  • Creating a multi-year roadmap to operationalize your customer first digital strategy
  • Integrating teams working on CX and connected commerce, while avoiding overlap
  • Thinking about the post purchase experience and organizing departments to provide the support your customers expect
  • Maintaining an investment in customer first initiatives and continuing to innovate to drive customer loyalty
Jamie Samide, Vice President, Marketing at Beacon Building Products

Jamie Samide

Vice President, Marketing
Beacon Building Products

Cecilia Madden, Corporate Director, Marketing & Digital Technology at McNAUGHTON-McKAY ELECTRIC COMPANY

Cecilia Madden

Corporate Director, Marketing & Digital Technology
McNAUGHTON-McKAY ELECTRIC COMPANY

Raman Venket, Director, Digital Strategy and eCommerce at The Boeing Company

Raman Venket

Director, Digital Strategy and eCommerce
The Boeing Company

1:40 pm - 2:00 pm Sponsored Keynote

2:00 pm - 2:20 pm KEYNOTE FIRESIDE CHAT: Employing Agile Marketing Across the Enterprise to Be More Responsive To Customer Needs

2020 has demanded every business to be agile and flexible to better respond to changing market conditions and customer needs. Earlier this year, Monique Elliott joined Schneider Electric as SVP, Global Marketing, Industrial Automation, where she’s focused on accelerating the digital transformation and leveraging agile principles to better meet customer needs. Hear how Monique and her team are keeping the customer first through digital engagement and innovation, including:

  • Leveraging agile principles to optimize the customer experience
  • Re-engineering resources and investment to match your ambition
  • Providing internal education around the benefits of an agile approach
  • Iterating faster around content development
  • Giving complex organizations the ability to become more flexible and responsive to customers using agile methodologies
  • Scaling agile across the company to get customer feedback and pivot quickly when needed


Monique Elliott, SVP, Global Marketing, Industrial Automation at Schneider Electric

Monique Elliott

SVP, Global Marketing, Industrial Automation
Schneider Electric

2:20 pm - 2:25 pm Transition to VIP Roundtables

Since the day was jam-packed with detailed presentations and thought-provoking panel discussions, here’s your opportunity to be part of the discussion! Join a group of your manufacturer and distributor peers to share ideas and new best practices in an intimate virtual environment.

1.      Topic TBD

Executive Speaker, Shift7

2.      Topic TBD

Executive Speaker, Salsify

3.      Topic TBD

Executive Speaker, E-Spirit

4.      Topic TBD

Executive Speaker, NetElixir

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Bob Watson, Head of Digital Engagement at E-Spirit

Bob Watson

Head of Digital Engagement
E-Spirit

2:25 pm - 3:10 pm VIP Interactive B2B Roundtables

Since the day was jam-packed with detailed presentations and thought-provoking panel discussions, here’s your opportunity to be part of the discussion! Join a group of your manufacturer and distributor peers to share ideas and new best practices in an intimate virtual environment.

1.      Topic TBD

Executive Speaker, Shift7

2.      Topic TBD

Executive Speaker, Salsify

3.      Innovative Digital Transformation for Better Customer Experiences

There’s no doubt that the global pandemic has impacted business momentum; however, the most successful organizations are fast-tracking their digital transformation plans to more quickly respond to customers’ needs, create more engaging experiences, and better leverage partners, resellers and other channels.

Join this roundtable to discuss with your peers how companies are using digital experience technology to:

·        Deliver content-driven commerce experiences

·        Use AI-driven personalization for more individualized online interactions

·        Drive increased customer and reseller engagement with fewer resources

·        Hear from your peers how they are best leveraging technology platforms to enhance the customer experience

Bob Watson, Head of Digital Engagement, E-Spirit

4.      Harness the Power of Customer Data to Make B2B Search Marketing Work

Udayan Bose, Founder & CEO, NetElixir

5.      Topic TBD

Executive Speaker, Lucidworks

Exhibit Hall Meet & Greet

Track A: Optimizing the Customer Journey and the Future of B2B

3:40 pm - 3:50 pm Chairperson’s Opening Remarks


Track A: Optimizing the Customer Journey and the Future of B2B

3:50 pm - 4:10 pm FIRESIDE CHAT: Talking Talent: Attracting, Training and Retaining Talent to Support Your Digital Business Into the Future

Talent is in high demand as B2B businesses prioritize a digital future. Today’s B2B digital marketers must be data savvy, creative and flexible to grow the business. Find out how to attract and develop talent to deliver on your digital ambitions now and in the future, including:

  • Attraction and recruitment, capturing talent when competing with the tech industry
  • Treating people as your first asset, talent development and training best practices
  • Knowing what keeps talent motivated in the long-term to drive retention
Patrick O’Connell, Head of Marketing & Communications, Americas at KONE Corporation

Patrick O’Connell

Head of Marketing & Communications, Americas
KONE Corporation

Track A: Optimizing the Customer Journey and the Future of B2B

4:10 pm - 4:30 pm SPONSOR CASE STUDY: TBD

Hear the latest in customer journey optimization from this eCommerce leader. 

Track A: Optimizing the Customer Journey and the Future of B2B

4:30 pm - 4:55 pm PANEL DISCUSSION: Mapping the Customer Journey to Enhance the Experience and Drive Sales

Understanding the customer’s path to you is the first step in determining how to better meet your customers’ needs. From identifying inefficiencies in the purchasing process, to understanding what your customers need to make an informed decision to convert, journey mapping is an invaluable part of your customer experience toolkit. Panelists will discuss how to leverage customer journey mapping to optimize the experience, including:

  • Demonstrating the importance of journey mapping to senior leadership and business stakeholders to secure the personnel and budget resources you need
  • Knowing which journey mapping approach to use for different customer personas
  • Diagramming the nonlinear flows from first contact to post-purchase
  • Breaking down the customer journey by digital transactional channels
  • Building customer journey reviews into the greater continuous improvement plan to prioritize CX
  • Determining next steps to better meet customer needs
Sherry Foster, Formerly Director, Marketing at Startech.com

Sherry Foster

Formerly Director, Marketing
Startech.com

Nita Sharma, Senior Manager, Product Management at Agilent Technologies

Nita Sharma

Senior Manager, Product Management
Agilent Technologies

Track A: Optimizing the Customer Journey and the Future of B2B

4:55 pm - 5:15 pm SPONSOR CASE STUDY: TBD

Hear the latest in customer journey optimization from this eCommerce leader. 

Track A: Optimizing the Customer Journey and the Future of B2B

5:15 pm - 5:40 pm PANEL DISCUSSION: Capturing and Actioning Customer Feedback: Evaluating New Ways to Capture And Use the Voice of the Customer

Collecting customer feedback to make improvements is a central pillar in CX. Customer insights can help you create a 360 degree view of the customer to improve your communication and service. Panelists will discuss what voice of the customer means in a B2B environment and how to capture insights, including:

  • Discussing effective methods to collect customer feedback 
  • Survey best practices that generate higher conversion rates
  • Understanding the best metrics to use to get an accurate measurement of your site performance
  • Applying customer insights and feedback to inform your overall digital strategy
Dave Krohn, Vice President, eCommerce & Digital Marketing at Zurn Industries

Dave Krohn

Vice President, eCommerce & Digital Marketing
Zurn Industries

Matt Wingham, Director, eCommerce, Medical Products and Services at Cardinal Health

Matt Wingham

Director, eCommerce, Medical Products and Services
Cardinal Health

Bill Graber, eCommerce Marketing Director at Trimble Navigation

Bill Graber

eCommerce Marketing Director
Trimble Navigation

Track B: Technology Enabled Growth to Expand Your Business

3:40 pm - 3:50 pm Chairperson’s Opening Remarks


Track B: Technology Enabled Growth to Expand Your Business

3:50 pm - 4:10 pm FIRESIDE CHAT: Leveraging Technology to Help Ensure Business Continuity During and After COVID-19

Johnson & Johnson’s Vision Care business supports eye care professionals, many of whom operate as independent small businesses. With most non-essential healthcare services being closed, contact lens replenishment to patients quickly became a critical driver of business continuity for eye care practices. Jennifer Alexander, Director, Global Transactional Services, Vision Experience and her team identified an opportunity to leverage existing technology and apply new eCommerce tools to ensure business continuity to help customers. Hear lessons learned, including:

  • Outlining the pillars of business continuity and cross-functional planning  
  • Communicating with customers to promote existing eCommerce tools 
  • Prioritizing new service opportunities for customers and quickly operationalizing them
  • Managing a remote team through a rapid innovation product lifecycle and adapting to new regional priorities 
Jennifer Alexander, Director, Global Transactional Services, Vision Experience at Johnson & Johnson Vision Care, Inc.

Jennifer Alexander

Director, Global Transactional Services, Vision Experience
Johnson & Johnson Vision Care, Inc.

Track B: Technology Enabled Growth to Expand Your Business

4:10 pm - 4:30 pm CASE STUDY: Harness the Power of Customer Data to Make B2B Search Marketing Work

Cole Parmer is a leading global manufacturer of life sciences, pharma, and environmental industry products which hired NetElixir to manage their global search marketing, SEO, and marketplace programs. Working closely with the marketing teams at Cole Parmer, NetElixir built a strategic campaign management framework and a set of processes that converts real-time customer data into actionable insights. These data insights fuel NetElixir's digital marketing campaign management and optimization engine. During this insight-packed presentation, Andrew Carlson of Cole Parmer and Udayan Bose of NetElixir will share insights on how they harnessed customer data to exponentially grow search marketing performance.

·        What data points do we need to capture and analyze: 3 questions that we asked

·        Connecting the insights with execution strategies: Creating an operating plan for success

·        Measuring the impact: custom KPIs that helped us measure progress vs. plan

Andrew Carlson, Vice President, Marketing at Cole-Parmer

Andrew Carlson

Vice President, Marketing
Cole-Parmer

Udayan Bose, Founder & CEO at NetElixir

Udayan Bose

Founder & CEO
NetElixir

Marketplaces have created an ease for customers to find, browse and compare products to take advantage of competitive pricing. From Amazon and Alibaba to smaller, niche marketplaces, customers have more options than ever before to make their purchases. Panelists will explain how to develop a marketplace strategy that ensures a consistent brand and competitive pricing, including:

  • Weighing the risks and benefits of building your own marketplace v. selecting existing marketplaces to tap into new customers
  • Understanding the impact of COVID-19 on marketplaces, including fulfillment
  • Selecting the right partners to operationalize a marketplace
  • Managing and controlling your customer experience in a marketplace environment 
  • Identifying marketplace opportunities as an entry point for global expansion
Nishant Nishant, Vice President, Digital at Avnet

Nishant Nishant

Vice President, Digital
Avnet

Samer Shehadeh, Global eCommerce & Innovation Director, Electrification Business at ABB

Samer Shehadeh

Global eCommerce & Innovation Director, Electrification Business
ABB

Dennis Karpinski, Director, e-Commerce and Business Analysis at Eastern Industrial Supplies, Inc.

Dennis Karpinski

Director, e-Commerce and Business Analysis
Eastern Industrial Supplies, Inc.

Matt Nichols, North America Digital & eCommerce Leader at Owens Corning

Matt Nichols

North America Digital & eCommerce Leader
Owens Corning

Track B: Technology Enabled Growth to Expand Your Business

4:55 pm - 5:15 pm SPONSOR CASE STUDY: TBD

Hear how to leverage technology to grow your digital B2B business from this eCommerce leader. 

Track B: Technology Enabled Growth to Expand Your Business

5:15 pm - 5:40 pm PANEL DISCUSSION: Understanding the Path to Personalization in B2B eCommerce

With so much content available today, content is requiring an increased level of customer experience, to serve the right content at the right time. In a B2B environment, this means segmentation and a strong metadata strategy along the path to personalization. Panelists will discuss how to get started with personalization to gain competitive advantage, including:

  • Identifying the right level of customer personalization to have in a B2B environment
  • Knowing what you should be aware of when it comes to privacy and personalization
  • Defining the appropriate buckets for personas to determine the sweet spot for personalization
  • Determining what you can do in-house and knowing when to partner
  • Providing real time personalization across multiple channels
Hayne Shumate, SVP Internet Business at Mouser Electronics

Hayne Shumate

SVP Internet Business
Mouser Electronics

Jonathan Toler, Head of Product & Innovation at Kloeckner Metals

Jonathan Toler

Head of Product & Innovation
Kloeckner Metals

Nick Crumlett, Director, eCommerce Development at MiSUMi

Nick Crumlett

Director, eCommerce Development
MiSUMi

5:40 pm - 5:40 pm Conclusion Of Day One