B2B Online 2019

April 29 - May 01, 2019

Chicago Marriott Downtown

Day Two: Revolutionizing the Customer Experience


Tuesday, April 30, 2019

Find out how eCommerce leaders are revolutionizing customer experience to delight B2B buyers.


7:20 am - 7:30 am Women In B2B Breakfast

Anne Vranicic - VP, Marketing, Valin
Limited capacity to 30 Distributers and Manufacturers. Please RSVP to Marissa.Alvord@wbresearch.com  

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

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Anne Vranicic

VP, Marketing
Valin

7:20 am - 7:30 am Private Invitation Only Breakfast

Kickstart your second day with an interactive breakfast session! Interested in hosting a breakfast to get your conference experience brewing?
Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com

7:20 am - 7:30 am Private Invitation Only Breakfast

Kickstart your second day with an interactive breakfast session! Interested in hosting a breakfast to get your conference experience brewing?
Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com

7:30 am - 8:10 am Continental Breakfast & Registration in the Expo

8:10 am - 8:15 am Welcome Remarks

Marissa Alvord - Program Director, B2B Online
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Marissa Alvord

Program Director
B2B Online

8:15 am - 8:30 am Chairperson’s Opening Address

Mihir Kittur - Co-Founder & Chief Commercial Officer, Ugam
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Mihir Kittur

Co-Founder & Chief Commercial Officer
Ugam

8:30 am - 8:55 am Keynote Case Study: Personalizing the Customer Journey Through Content and Commerce to Improve CX

Diane Hund - SVP, US Foods
When Diane Hund stepped into the role of Chief Marketing Officer role at US Foods, she was faced with an exciting challenge, to keep up the marketing organization’s momentum as the market leader in digital marketing and merchandising in food service distribution. With customer experience at the center of the strategy she set her team out to focus on content and commerce to best serve customers. Find out how US Foods is creating the right environment to meet customers’ needs, including:

• Personalizing the customer journey online to align the right products and solutions to better serve the customer
• Optimizing content to ensure US Foods is there to help restaurateurs with solutions to all of their biggest pain points, like creating new recipes or driving more traffic 
• Developing the right set of eCommerce capabilities to make it easy for their customers – whether they are in the dining room, the kitchen or the cooler

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Diane Hund

SVP
US Foods

8:55 am - 9:15 am Keynote Fireside Chat: Developing Capabilities and Personalization for Specific Customers to Improve CX

Mihir Kittur - Co-Founder & Chief Commercial Officer Ugam Ajay Kamble - CIO, Turtle & Hughes, Inc.
B2B customers require a different level of support as critical things are happening with the products they’re ordering. How can you help the customer to narrow the search and make them more dependent on coming to you over a competitor? Ajay Kamble, Chief Information Officer for Turtle & Hughes understands that B2B buyers require a different level of customization from a products and service perspective. Ajay will share how to customize pricing, search and more to make the experience easier as well as:

• Segmenting customers to determine opportunities for increased personalization
• Partnering with sales and customers to build capabilities to make their ordering easier
• Implementing real time personalization to tailor messaging to improve experience


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Ajay Kamble

CIO
Turtle & Hughes, Inc.

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Mihir Kittur

Co-Founder & Chief Commercial Officer
Ugam

 Hear the latest in B2B digital innovation from this eCommerce leader.
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Kris Hamrick

Watson Commerce and Watson Marketing, Business Unit Executive, North America
IBM Watson

The growth of eCommerce is opening up new opportunities to better engage with customers. How can you look at digital transformation in a more customer facing way? How do you move away from transactional online purchasing to deeper engagement with brand, content and products?  How can you keep up with evolving customer expectations? eCommerce execs will share actionable insights to increase customer engagement, including:

• Understanding how to revamp the website to achieve continual engagement and avoid plateaus
• Connecting other channels to define the customer journey and increase conversions
• Listening to the customer and providing the right experience through channels
• Gaining more business from opportunistic customers

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Linda Brunner

Vice President and Head of Digital Engagement
Siemens Healthineers

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Meeta Kratz

Vice President, Marketing and eCommerce, Workplace Safety Division
Brady Corporation

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Parvez Patel

President & GM
eImprovement

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Yoav Kutner

Chief Executive Officer And Co-Founder
Oro Inc.

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Mihir Kittur

Co-Founder & Chief Commercial Officer
Ugam

10:00 am - 10:45 am Espresso Yourself Refreshment & Networking Break

Grab a cup of coffee and explore the latest tech in our Expo, we feel great new connections brewing!
Digital transformation requires tremendous investment, and marketing leaders must continually prove the value in their programs to secure budget. How can you measure different components of your digital marketing strategy to prove that it’s working? Mary Derrick, Vice President, Digital Customer Experience and Vicki Repsholdt, Vice President, Marketing, Building & IT Business (Square D) for Schneider Electric will outline how they’ve developed KPIs for different types of digital activity to track the progress of different strategies and drive improvements. Find out what has and hasn’t worked and lessons learned, including:

• Developing KPIs for digital activity, including paid and unpaid social media
• Tracking the cycle of research online and purchase offline in a multichannel environment
• Determining high, medium and low value customers to get internal buy-in
• Crafting accurate reporting senior management to obtain future investments in marketing

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Mary Derrick

VP, Digital Customer Experience
Schneider Electric

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Vicki Repsholdt

Vice President, Marketing, Building & IT Business (Square D)
Schneider Electric

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Jill Steinhour

Marketing Executive - High tech/B2B
Adobe

11:10 am - 11:30 am Keynote Case Study: Presented by Adobe

Jill Steinhour - Marketing Executive - High tech/B2B, Adobe
Hear the latest in B2B digital innovation from this eCommerce leader.
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Jill Steinhour

Marketing Executive - High tech/B2B
Adobe

As B2B adopts more and more from B2C, there are exciting opportunities to enhance customer experience for business buyers. How do you get started building out a more sophisticated customer journey? What are the different steps to take? What should your development cycles look like? What do you want the CX to look like? Panelists will answer these questions and more and offer best practice tips including:

• Designing an upgrade strategy to improve CX and drive retention and repeat business
• Understanding the latest methods to map the customer journey and measure performance
• Increasing AOV by having proper bundling, up-selling, and cross-selling in the customer journey
• Knowing how to provide what customer don’t know they want yet to delight and drive longer term engagement

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Anne Vranicic

VP, Marketing
Valin

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Penny Wise

Chief Marketing Officer, Industrial Business Group
3M

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Holly Paeper

VP Head of Marketing
Ingersoll Rand

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Tim Bauer

Vice President, Aftermarket
Eaton Vehicle Group North America

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Antony McGregor Dey

Director, Ecommerce
Blue Fish Development Group

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Gregg Walker

Vice President, eCommerce
Bulbs.com

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Mihir Kittur

Co-Founder & Chief Commercial Officer
Ugam

11:55 am - 12:15 pm Keynote Case Study: The Era of Digital Co-creation

Mark Bartlett - Chief Experience Officer, FPX
We’ve lived the first iterations of B2B Digital Transformation, but sellers still struggle to deliver their complex solutions through the cohesive digital experiences customers expect. Mark Bartlett, a practitioner of digital transformation and chief experience officer for FPX, offers a strategy to help B2B sellers connect with buyers by facilitating collaboration and solution co-creation.

• Discover how modern buyer preferences are driving the need for true omnichannel capabilities
• Learn about the foundational technologies facilitating digital transformation initiatives and how they can play a role in your strategy
• Discuss the strategies leading companies are employing to make solution co-creation a reality and the potential ROI from these efforts

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Mark Bartlett

Chief Experience Officer
FPX

Digital transformation requires significant collaboration across the business. Marketing, IT, customer experience, operations, logistics and beyond must be in sync to deliver a delightful experience to meet increasingly high customer expectations. How do you organize teams to drive customer experience? How do you break down silos to better serve the customer? Panelists will answer these questions and more, including:

• How do you build product teams to innovate from a process and product perspective?
• How do you determine which areas marketing and IT own?
• What should the responsibilities be for marketing, IT, data, finance and operations to ensure a successful product launch?
• How do you get cross functional alignment for long-term planning to grow the business?


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Christine Owens

VP of Marketing
BayWa r.e. Solar Systems

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Jennifer Alexander

Director, Echannel Management
Johnson & Johnson Vision Care, Inc.

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Andy Wagner

Executive Director
Aaxis Commerce

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Mihir Kittur

Co-Founder & Chief Commercial Officer
Ugam

12:40 pm - 1:00 pm Guest Speaker Keynote: Driving Transformation and Vastly Improving Outcomes, Successes from Chicago Public Schools

Liz Dozier - Founder and CEO, Chicago Beyond
Disrupting an organization to drive meaningful change is a significant challenge, and one that is close to the heart of Liz Dozier. In 2008, Ms Dozier was selected to participate in a bold strategy for improving Chicago’s lowest performing schools. She co-developed the instructional strategy and framework for numerous turnaround schools and later became the Principal at Fenger High School, which was known as one of the most violent and underperforming schools in Chicago. Under her leadership, Fenger experienced a decrease in its dropout rate from 19% to 2%, a 40% increase in Freshmen On-Track to graduate, and double digit increases in attendance and the school’s state graduation rate. Find out how Liz led this major transformation, including:

• Winning over hearts and minds, internally and externally
• Overcoming resistance to change, understanding what truly works
• Keeping up the momentum in the face of adversity

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Liz Dozier

Founder and CEO
Chicago Beyond

1:00 pm - 2:15 pm Lunch for All Attendees

1:00 pm - 2:15 pm Private Lunch Hosted by IBM


1:00 pm - 2:15 pm Private Lunch Hosted by Zilliant


Data Driven Customer Engagement and CRM

Track A

2:15 pm - 2:25 pm Chairperson’s Opening Address
Interested in showcasing thought leadership as Chairperson? Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com

Track A

2:25 pm - 2:50 pm Case Study: Building out Data Management and Analytics to Capitalize on Growth
Garry Wicka - Head of Marketing, LG Electronics
B2B marketing teams are increasingly faced with lofty growth targets. The excitement is in crafting an end-to-end approach to capitalize on these opportunities. Garry Wicka, Head of Marketing for LG Electronics is building out an end-to-end marketing strategy for LG’s largest subsidiary. After leading an overall website transformation, Garry and his team are laser focused on data capabilities and analytics to drive growth.
Hear how-to’s and lessons learned including:
  • Connecting data throughout the digital universe
  • Approaches to master data management to enable analytics
  • Leveraging data to improve customer experience

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Garry Wicka

Head of Marketing
LG Electronics

Conversion Optimization

Track B

2:15 pm - 2:25 pm Chairperson’s Opening Address


Track B

2:25 pm - 2:50 pm Case Study: Increasing Digital Adoption to Drive Growth
Gregory Chun - Vice President, Marketing, McNaughton-McKay Electric Company
Driving change management to increase orders to the digital channels is a matter of a two part adoption, gaining both the support of the sales team and the buy-in of customers. This is especially challenging with a multi-generational workforce and customer base. Gregory Chun, Vice President of Marketing for McNaughton-McKay Electric Company has been accelerating adoption of these two groups for the 110 year old top electrical distributor. Greg will shed light on how he and his team have been successful in increasing adoption of the eCommerce channel as part of a broader multi-commerce strategy to grow revenues, including:
  • Focusing on the value of relationships and opportunities to strengthen relationships and order volumes through increased efficiency
  • Engaging and exciting multiple generations to become more digitally adept
  • Understanding customer behavior at different points in the buying cycle and optimizing digital to make their lives easier

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Gregory Chun

Vice President, Marketing
McNaughton-McKay Electric Company

eCommerce Fundamentals

Track C

2:15 pm - 2:25 pm Chairperson’s Opening Adress
Scott Webb - President, Avionos



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Scott Webb

President
Avionos

Track C

2:25 pm - 2:50 pm Case Study: Activating Social Selling to Prospect While Building Credibility and Brand Awareness
Charlie Riley - Director, Marketing, Curbell Plastics, Inc.
Digital is creating new opportunities to enable prospecting and retention efforts for your sales force through social selling. Charlie Riley, Director of Marketing for Curbell Plastics, Inc. understands the value of social selling. Find out how he coaches the sales team to leverage platforms like LinkedIn for lead nurturing and more, including:
  • How to create and distribute content marketing to your sales team when you may not have the resources to do it alone
  • Understanding platforms with high customer engagement and how to use that for prospecting and branding
  • Tying social and digital resources to the CRM to get people in the pipeline and know who they are
  • Pushing relevant ads to customers, and being where the right customer and companies are
  • Developing online relationships to replace cold calls and know who your hotter prospects are

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Charlie Riley

Director, Marketing
Curbell Plastics, Inc.

Manufacturers and Distributors Only Roundtables

Track D

2:15 pm - 2:50 pm Interactive Roundtables for Manufacturers
Katrina Schiedemeyer - Voice of Customer Innovator, Oshkosh Corporation
An industry specific facilitated interactive session focused on addressing challenges and sharing lessons learned within the manufacturing community

(Limited to 20 Participants)

Evaluating Your Customer Experience: New Opportunities to Capture the Voice of the Customer

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Katrina Schiedemeyer

Voice of Customer Innovator
Oshkosh Corporation

2:50 pm - 3:10 pm Be a B2B Commerce Trailblazer: Drive Customer Engagement and Revenue with Self-Service Commerce for Manufacturers and Distributors

The B2B industry is being rocked by digital transformation. Business buyers demand more convenient, self-service purchase options; and large manufacturers and distributors are offering solutions to fill the void. Businesses must move quickly to launch their own digital commerce solution, and structure a program to evolve with customer needs and market dynamics, or risk losing out to competitors.
 
Join this session hosted by Salesforce to learn how B2B Commerce Trailblazers are capturing growth in B2B Commerce and engaging customers digitally with a robust, self-service buying experience.

2:50 pm - 3:10 pm Case Study: How to Get Higher Website Conversions: Quick Fixes and Customer Insights

Alex Harris - Conversion Optimization Director, Perficient Digital
A successful conversion rate optimization (CRO) strategy involves more than tweaking messaging and moving buttons. It’s also about understanding your customers and how your site is (or isn’t) fulfilling their needs. In this session, you’ll learn about both – how to implement quick fixes to immediately increase conversion rates and how to use behavioral analysis and website analytics to get to know your customers and the experience they expect.
Join our session to hear about:
  • Several proven landing page improvements to quickly increase conversion rates
  • Behavioral and website analysis methods that can impact long-term ROI
  • How combining both as part of your CRO strategy can help increase form submissions and phone calls to generate more leads
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Alex Harris

Conversion Optimization Director
Perficient Digital

2:50 pm - 3:10 pm Case Study: How Purchasing Power Continues To Improve Its eCommerce Experience By Closing The Gap Between Search And Discovery

Pavan Sondur - CEO and Co-founder, UNBXD Prakash Muthukrishnan - Chief Technology Officer, Purchasing Power
This case study will cover how Purchasing Power, a leading digital commerce retailer, used UNBXD to:
  • Provide a search experience to its users that return high-relevancy results while supporting its unique business model
  • Give granular merchandising controls to its eCommerce merchandizing managers to manage and improve product discovery at the account level
  • Improve its business by moving decision-making and execution from IT to the eCommerce team

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Pavan Sondur

CEO and Co-founder
UNBXD

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Prakash Muthukrishnan

Chief Technology Officer
Purchasing Power

2:50 pm - 3:10 pm Interactive Roundtables for Distributors

Josh Schoonmaker - Director, Digital Solutions, Consolidated Supply
An industry specific facilitated interactive session focused on addressing challenges and sharing lessons learned within the distribution community

(Limited to 20 Participants)

Customizing Onsite Search to Optimize CX

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Josh Schoonmaker

Director, Digital Solutions
Consolidated Supply

Data is becoming increasingly valuable to B2B marketers. Companies are looking at how to leverage data for automation, analytics and becoming smarter with the data they have. From capturing data for more targeted marketing, to leveraging data to make decisions faster, data is driving every decision B2B businesses make. Find out how data savvy eCommerce executives are cashing in on data opportunities, including: 
  • What data points can tell you about buying habits to build better experiences
  • What you need to know about supply chain data to identify new opportunities
  • How to plan for data to be a strategic pillar for all elements of the business
  • The true definition of success in customer experience online

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Tiffanie Burkhalter

Vice President, eCommerce
VSP Global

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Matthew Clark

Vice President, Global Head, eCommerce & Digital Marketing, Premier Farnell
Avnet

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Sushma Shirish

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

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Katrina Schiedemeyer

Voice of Customer Innovator
Oshkosh Corporation

3:40 pm - 3:50 pm Innovation Spotlight

Digital programs are in a state of constant evolution and growth. Hear the latest on the future of eCommerce to capitalize on future growth. 
Interested in showcasing your latest solutions in a quick-fire session? Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com

Whether you’re updating a legacy site, revamping or launching an all new site, it’s always a good time to think about performance optimization. Hear from eCommerce executives who have worked through multiple digital transformations to share their approaches to site performance optimization for increased conversions. Gain how to’s and lessons learned, including:
  • A sharing of testing best practices and what has made a material impact on your site features or functionality 
  • The most challenging aspects of an eCommerce revamp and how to come together as a team to overcome them
  • Listening to customers to know what aspects of the site need to be optimized, and direct impact results of connecting more with the customer
  • What to do if customers do not respond to new optimization 

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Bridget Kulla

Senior Digital Marketing Manager
James Hardie Building Products

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Jennifer Alexander

Director, Echannel Management
Johnson & Johnson Vision Care, Inc.

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Marta Dalton

Global Director eCommerce
Unilever

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Brock Marion

Area Vice President, Digital Marketing
LiveArea

3:40 pm - 3:50 pm Innovation Spotlight

Digital programs are in a state of constant evolution and growth. Hear the latest on the future of eCommerce to capitalize on future growth. 
Interested in showcasing your latest solutions in a quick-fire session? Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com

Content and PIM are two of the greatest tools to help engage customers and get them captivated on the site for repeat purchasing. What are best practices on how to use PIM effectively? How can PIM help to organize data better on the backend?  How can you leverage it to learn what truly moves the needle for customers? Experienced PIM users will shed light now how to get the most out of PIM to increase conversions, including:
  • Moving customers through the funnel and into the flow of site easily to engage and convert them
  • Targeting customers differently and providing different products depending on their preferences
  • Examining your success metrics, including conversion rates, revenue per visitor and engagement levels
  • Optimizing your configurator experience to identify the optimal number of products to show customers
  • Testing and reiterating constantly to avoid missing any opportunities

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Eric Rehl

Director, Digital Business
Rockwell Automation

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Jody Yeganeh

Senior Director, Digital Marketing & eCommerce
Lawson Products

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Nick Schulte

Vice President, eCommerce
Shift7

3:40 pm - 3:50 pm Experiential Driven B2B Commerce

Joe Brannon - Global Commerce Practice Director, TA Digital
In the era of “shareable” moments, B2B shoppers are expecting personalized experiences, brands they can trust, and a frictionless B2B shopping experience across the entire customer journey and touch-points. Retailers must go beyond catering to the single-transaction buyer and begin nurturing relationships with the lifelong shopper. This presentation provides insight into experiential driven commerce strategies (in a Headless commerce approach) to bring experiences to the B2B consumer, and how B2B merchants can attract and retain the fastest-growing customer segment, the millennials.  

• Understand how retailers can go beyond traditional B2B approaches by focusing on experiences, brand storytelling and personalization.
• Learn how digital tools and strategies improve customer retention and realizing the value of selling wider and deeper into existing accounts. 
• Appreciate how brands increase average order value with a modern B2B platform compared to brands who don’t employ a modern B2B platform.

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Joe Brannon

Global Commerce Practice Director
TA Digital

3:10 pm - 3:40 pm Interactive Roundtables for Distributors (continued)

Josh Schoonmaker - Director, Digital Solutions, Consolidated Supply
An industry specific facilitated interactive session focused on addressing challenges and sharing lessons learned within the distribution community

(Limited to 20 Participants)

Customizing Onsite Search to Optimize CX

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Josh Schoonmaker

Director, Digital Solutions
Consolidated Supply

3:50 pm - 4:35 pm Refueling Afternoon Refreshment & Networking Break

Need an afternoon energy boost? Enjoy an energizing snack and meet someone new!

4:35 pm - 5:35 pm Invite Only Private Tasting

After nearly a full day of deep dive sessions, break up your conference experience with a private tasting! Interested in hosting a fun networking experience sampling coffee, whiskey and more? Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com  

4:35 pm - 5:35 pm Invite Only Private Tasting

After nearly a full day of deep dive sessions, break up your conference experience with a private tasting! Interested in hosting a fun networking experience sampling coffee, whiskey and more? Contact Alicia Upchurch 646.200.7452 or alicia.upchurch@wbresearch.com  
Data Driven Customer Engagement and CRM

4:35 pm - 5:00 pm Case Study Remix: A Marketer's Playbook to Master Data Management

  • Defining data governance across the enterprise
  • Leveraging data as an asset
  • Building a data integrity team and rolling out data stewardship across multiple applications and databases
  • Gaining buy-in across different departments to improve data quality
Conversion Optimization

4:35 pm - 5:00 pm Case Study Remix: Adding Functionality to the Website and Migrating Customers Without Disruption

Scott Canney - Sr. Manager, Online Product Management, The Home Depot
User experience online has become a core focus for B2B marketers, but how do you create a major overhaul without making things worse before they get better? Scott Canney, Senior Manager, Online Product Management at The Home Depot oversees the product management experience for B2B. With pro business making up 45% of revenue, his group was challenged with scaling and taking on different aspects of the site while ensuring a consistent experience. Hear lessons learned, including: 
  • Getting customers involved from the start as you re-platform
  • Boosting your traffic, search rankings and sales with minimum back-end headache
  • Correcting and making UI changes on high volume websites
  • Designing an upgrade strategy to improve CX and drive retention and repeat business
  • Creating a roadmap to re-platform with new customizations and planning customer migration
  • Developing a consistent web and content experience across every platform

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Scott Canney

Sr. Manager, Online Product Management
The Home Depot

eCommerce Fundamentals

4:35 pm - 5:00 pm Case Study Remix: Populating, Maintaining and Transforming the Catalog in the Digital Age

Gilbert Moreno - Director of Information Technology, eBusiness Applications (ni.com), National Instruments
National Instruments is an over 40-year old company that designs, markets, configures, sells, builds, ships and services their products. The fulfillment catalog was truly set up for the design, build, ship and service processes. As part of the digital transformation program, NI embarked on a journey to establish a customer facing view of products. Gilbert Moreno, Director, Information Technology, eBusiness Applications and his team came up with a new product definition, taxonomy, and stood up a PIM tool with a PMDM practice around it. Hear how NI transformed the catalog for the digital age, including:
  • Understanding the different types of catalogs you need, including fulfillment, sales and billing, and ensuring they match 
  • Knowing how to enrich the catalog and keep attribution up-to-date
  • Bringing in a CPQ tool to evolve selling capabilities to integrate with the catalog
  • Determining how to tag products and speak to customers about it

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Gilbert Moreno

Director of Information Technology, eBusiness Applications (ni.com)
National Instruments

5:00 pm - 5:20 pm Case Study: Customer-centric Pricing in an Omni-channel World

Gabriel Smith - Chief Evangelist and Futurist, Price F(X)
Customers expect an omni-channel experience in today’s environment. This session will outline the latest techniques to segment your customers and products to make the buying process easier. Understand how to use data to make better pricing and product recommendations. Learn how to measure results and make adjustments. Find out:
  • What you need to get started
  • The results you can expect
  • The role of AI/ML

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Gabriel Smith

Chief Evangelist and Futurist
Price F(X)

5:00 pm - 5:20 pm Case Study: Successful B2B Commerce in the Experience Economy

Joe Fuster - Global Head Customer Experience (CX) Cloud, Oracle
The B2B commerce landscape continues to shift dramatically. The enterprise is no longer driving innovation, your customers are, and they’re raising the bar at a rapid pace. Your customers’ brand experience is inseparable from the value of the goods and services you provide. Perhaps it’s more important. This is the experience economy. Attend this session to:
  • Learn how B2B companies are doubling-down on their eCommerce efforts to personalize experiences, deepen customer relationships, and thrive. 
  • Hear directly from eCommerce leaders on how they are modernizing sales strategies, experimenting with the latest technology, and building exceptional B2B commerce experiences in this new era.

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Joe Fuster

Global Head Customer Experience (CX) Cloud
Oracle

5:00 pm - 5:20 pm Seizing Your Chance & Mitigating Your Risks: Vision for eCommerce (a Dot Foods Transformation Story)

Kevin Baum - Product Manager, Digital Commerce, Dot Foods Carlos Manalo - Co-Founder & Executive UX Strategy Director, The Office of Experience (OX)
For many B2B companies, eCommerce means uncertainty—countless paths to choose from, each into the relative unknown. To move forward confidently, you have to gain visibility, of the risks, of the opportunities, and of the potential ROI that awaits.
Learn how The Office of Experience (OX) helped Dot Foods find the focus to start its digital transformation journey, establishing a phased growth strategy and pilot program that minimized the risks and allowed momentum to build.

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Kevin Baum

Product Manager, Digital Commerce
Dot Foods

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Carlos Manalo

Co-Founder & Executive UX Strategy Director
The Office of Experience (OX)

As B2B businesses quickly operationalize the eCommerce channel, many are operating from a land grab mentality to quickly capture new customers. What acquisition opportunities are proving most effective? How can you increase brand awareness? Find out how to understand where prospects are, how to reach them and:
  • Know what would engage prospects to start a dialogue 
  • Leverage marketing automation and online marketing to drive traffic to the site
  • Explore the latest methods to drive traffic to the site through video strategy, social media, SEO, content and more
  • Utilize account based marketing to be more effective, targeted and proactive

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Bill Fetter

Global Director Marketing Automation
Hexagon Manufacturing Intelligence

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Steve Grzymkowski

Director Global e-Business
BDI

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Ken Novak

Global eBusiness Marketing Manager
Parker Hannifin

Much like scientists testing hypotheses in a lab, marketers must test digital approaches to make sure desired results are achieved. What should you be testing and why? How can testing help improve website design and ultimately increase conversions? Learn the ins and outs of testing from marketers who will help you to ace your next round of tests, including:
  • Knowing when to use multivariate testing versus A/B
  • Leveraging results to create a better customer experience
  • Reporting results internally
  • Testing one feature at a time to improve the buying journey
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Rocky Sharma

Sr. Director, Product Management, eCommerce
Builddirect

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Abhishek Shastry

Director,Product Strategy
Dell.com

Gurpreet Singh

Director, eCommerce and CRM Systems
Omega Engineering Inc.

Search continues to be a big spend category for digital marketers, how can you make sure the functionality is retrieving the results you want? What paid search approaches are proving most effective in getting conversions? How can you implement good search to convert customers online so they don’t wander to competitor or marketplace sites? Find out how to optimize paid search, including:
  • Designing your budget as PPCs/PLAs continue to increase 
  • Assessing as to how to meet your customer’s needs – building an algorithm that solves their problems and product questions
  • Curating eCommerce to ensure product is relevant in the targeted shoppers’ search
  • Building look-alike models of customers to increase conversion from search—what keywords and images will drive them to your site 

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Paul Shrater

Co-Founder & COO
Minimus LLC

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Jennie Stenback

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

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Steven Suddarth

eCommerce Manager
Heritage Parts

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Gregg Walker

Vice President, eCommerce
Bulbs.com

5:45 pm - 7:00 pm B2B House of Blues Party: Hosted by Salesforce

At the end of a jam packed day, jam out at the House of Blues - the ultimate night out in Chicago. Where great food, great friends and great music all converge. With exclusive access to this legendary venue, you’ll leave with memories that last a lifetime.

7:00 pm - 7:00 pm End of Day Two