B2B Online Virtual Event & Expo

October 28 - 29, 2020

Online

11am ET - 5:30pm ET

Day Two – Thursday, October 29, 2020 Optimizing The Customer Journey Online & Offline

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

11:30 am - 11:35 am Welcome Remarks

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: Bold, Courageous and Authentic Storytelling to Drive Positive Brand Sentiment Globally

Authenticity has become increasingly important in connecting with audiences. It starts with a strong business purpose, understanding your audience and the connection between the two. Kristin Fallon, Global Director of Brand and Digital Marketing for GE Healthcare has been an active champion of authentic communication in B2B. Two years ago she drove success through a partnership with CNN to utilize storytelling to drive higher levels of brand preference during a down cycle that was making headlines. More recently, at the start of the pandemic, she and her team went bigger and bolder, hiring a courageous filmmaker to go into the eye of the pandemic and document industry heroes during the biggest health crisis of our lifetime.

Hear successes and lessons learned to drive authentic communication and build buyer preference, including:

  • Defining authenticity in B2B, and why it matters
  • Getting senior leadership on board to move quickly
  • Aligning around a single brand message and strategy
  • Influencing a large network of global content creators around a common company narrative
  • Defining tools and processes on a global scale to drive stronger campaign
  • Leveraging storytelling to help buyers connect emotionally to increase purchase
Kristin Fallon, Global Director of Brand and Digital Marketing at GE Healthcare

Kristin Fallon

Global Director of Brand and Digital Marketing
GE Healthcare

12:05 pm - 12:25 pm Industry Update Presented by Salsify

12:25 pm - 12:50 pm PANEL DISCUSSION: Synchronizing People, Process and Technology for a Successful and Consistent Omni-Channel Customer Experience

Customers expect consistency from your brand, regardless of channel. As digital capabilities advance and become more interconnected, creating a unified experience for the customer is a key opportunity to optimize customer experience. Hear how panelists from a range of company sizes and structures are optimizing omni-channel CX, including:

  • Selecting the right omni-channel strategies to best serve your customer needs
  • Using a consistent brand message in all customer communications, regardless of channel
  • Utilizing content to ensure a consistent brand and product experience
  • Breaking down internal silos on and offline
  • Creating connected experiences in all your digital channels
Linda Brunner, Vice President and Head of Digital Engagement at Siemens Healthineers

Linda Brunner

Vice President and Head of Digital Engagement
Siemens Healthineers

Jeff McRitchie, Vice President, eCommerce at Spiral

Jeff McRitchie

Vice President, eCommerce
Spiral

12:50 pm - 1:20 pm Exhibit Hall Meet & Greet

The experiences we have as B2C buyers have drastically changed the expectations of the B2B customer. These expectations are driving digital strategy and it’s critical to make sure you’re investing in the right capabilities to thrive in the future. Panelists will shed light on their holistic approaches to advancing digital strategy, including:

  • Reviewing your infrastructure, data and digital strategies to identify gaps and drive efficiencies
  • Improving internal processes, systems integration and communication to cater to your B2B customers
  • Leveraging digital to prepare your company to be resilient in the face of potential economic changes or M&A
  • Modernizing the back-end fulfillment to support your eCommerce growth strategy
  • Balancing innovation for the future while ensuring customer self-service needs are being met
  • Looking at future opportunities, including enhanced personalization programs to keep ahead of the competition
Corey Case, Senior Vice President, Marketing at Sarnova

Corey Case

Senior Vice President, Marketing
Sarnova

Dianne Kibbey, Global Head and VP of Community and Social Media at Avnet

Dianne Kibbey

Global Head and VP of Community and Social Media
Avnet

Peter Watanabe, Vice President, Digital B2B at Staples Canada

Peter Watanabe

Vice President, Digital B2B
Staples Canada

Michael Mathias, Chief Executive Officer at Whereoware

Michael Mathias

Chief Executive Officer
Whereoware

1:45 pm - 2:05 pm Sponsored Keynote

2:05 pm - 2:30 pm PANEL DISCUSSION: Demystifying the B2B Customer Journey to Maximize Your Touchpoints

Customer experience has become a top priority in B2B, but few are looking at it holistically. By bringing together all of the different on and offline touchpoints, you can create a seamless and integrated CX. Panelists will discuss how they’ve mapped the customer journey to create a differentiated experience and competitive advantage, including:

  • Knowing the touchpoints necessary to focus on the customer at different parts of the journey, including social media, search and compelling landing pages to increase conversions
  • Understanding how the customer is engaging in an omni-channel pricing environment
  • Determining the influence you have at different points along the customer journey
  • Data and privacy rules considerations when enhancing your personalization efforts
  • Leveraging points of influence to better meet your customers’ needs
  • Making sure you have touch points post-sale to create brand loyalty
Mary Derrick, Vice President, Channel Strategy and Digital Enablement at Schneider Electric

Mary Derrick

Vice President, Channel Strategy and Digital Enablement
Schneider Electric

Corrie Freudenstein, Head of Marketing at Leybold

Corrie Freudenstein

Head of Marketing
Leybold

2:30 pm - 3:00 pm Exhibit Hall Meet & Greet

Track A: Data Driven Customer Engagement and CRM

3:00 pm - 3:10 pm Chairperson’s Opening Remarks

Track A: Data Driven Customer Engagement and CRM

3:10 pm - 3:30 pm FIRESIDE CHAT: The Role of Data in Digital Transformation


Ajay Kamble, Chief Information Officer at Turtle & Hughes

Ajay Kamble

Chief Information Officer
Turtle & Hughes

Track A: Data Driven Customer Engagement and CRM

3:30 pm - 3:50 pm SPONSOR CASE STUDY: TBD

Hear the latest in data driven customer engagement from this eCommerce leader. 

Track A: Data Driven Customer Engagement and CRM

3:50 pm - 4:15 pm PANEL DISCUSSION: Keeping Them Coming Back: Retaining Customers Long Term

You know your customers are buying elsewhere. The rise of eCommerce and marketplaces have provided more options than ever before to easily make purchases, and customer retention has become a top priority as B2B businesses work to retain market share. Panelists will discussed tried and tested strategies to deliver value to the customer and prevent them from leaving, including:

  • Engaging and re-engaging customers across the full-lifecycle for a 360 view of the customer
  • Providing a seamless purchasing experience: understanding what customers need to serve their business needs and have a frictionless transaction
  • Connecting CX to analytics to anticipate customer needs
  • Linking CRM to marketing automation to facilitate customer communication post-purchase
  • Identifying methods to overcome the hurdles of having one-time buyers and increasing your retention rates
  • Modernizing the post-sale experience, looking at mimicking B2C buyer expectations
Matt Wingham, Director, eCommerce, Medical Products and Services at Cardinal Health

Matt Wingham

Director, eCommerce, Medical Products and Services
Cardinal Health

Nicole Alboushi, eCommerce Director at Imperial Supplies

Nicole Alboushi

eCommerce Director
Imperial Supplies

Nate Hewitt, Executive Director, eCommerce at Klein Tools

Nate Hewitt

Executive Director, eCommerce
Klein Tools

Track A: Data Driven Customer Engagement and CRM

4:15 pm - 4:35 pm SPONSOR CASE STUDY: TBD

Hear the latest in data driven customer engagement from this eCommerce leader. 

Track A: Data Driven Customer Engagement and CRM

4:35 pm - 5:00 pm PANEL DISCUSSION: Putting the Customer at the Center of Your Data Strategy

Customer data is a goldmine for improving CX. As data collection, retention and analysis becomes more sophisticated, there are tremendous opportunities to leverage data to deliver value to the customer. 

Panelists will discuss:

  • Pulling data from multiple sources to develop a holistic view of the customer
  • Collecting and refining data to avoid failing fast
  • Using customer data to identify how to deliver more business value to them
  • Determining what your digital strategy should look like across different channels to connect the experience for the customer
Paul Bates, Director, Digital at Master Electronics

Paul Bates

Director, Digital
Master Electronics

Track B: Conversion Optimization

3:00 pm - 3:10 pm Chairperson’s Opening Remarks

Track B: Conversion Optimization

3:10 pm - 3:30 pm CASE STUDY: How To “Intentfully” Rethink Your PPC To Deliver Higher ROAS, Reduce CPC and Simplify Account Management

Nearly 20 years ago, Jim Lillig placed the first PPC ad on the Google Self-Service Platform 15 minutes after it opened. Since then he has been continually learning how B2B PPC campaigns can be optimized to deliver maximum results. Remke Industries has been steadily increasing its PPC presence over the last 18 months, but not by spending more. Remke has been able to spend just 25% of what they had been and see a 253% CTR improvement over their industry benchmarks. The key is how campaigns are structured and how you value specific keywords in your campaigns. Jim’s 4 Buckets Strategy can dramatically increase your PPC efforts results simply by rethinking how you look at search. Learn how to:

  • Adjust your PPC strategy to include the 4 most important buckets of keywords
  • Create greater click thru rates and higher Quality Scores
  • Conquest your competition using simple product based strategies
  • Show greater ROAS on campaigns
  • Managing your account quickly
Jim Lillig, Director, Digital Marketing at Remke Industries

Jim Lillig

Director, Digital Marketing
Remke Industries

Track B: Conversion Optimization

3:30 pm - 3:50 pm Industry Update Presented by Lucidworks

Hear the latest trends and best practices in conversion optimization from this eCommerce leader. 

Track B: Conversion Optimization

3:50 pm - 4:15 pm PANEL DISCUSSION: Revamping the Website to Provide a Frictionless Purchasing Experience

B2B businesses have been investing heavily in website redesign to differentiate against the competition and provide a seamless purchasing experience. Panelists will explain how they built out additional B2B functionality from self-service options to enhanced data to make purchasing easier, including:

  • Organizing product information in a more customer friendly way
  • Focusing on website navigation, hierarchy of the layout, product assortment and functionality to reduce barriers to completing the purchasing process
  • Creating a simple re-order process for complex configurations to make the customer’s life easier
  • Growing your online assortment to improve the experience and increase sales
Scott Carney, Senior Director, Information Technology at Neogen Corporation

Scott Carney

Senior Director, Information Technology
Neogen Corporation

Paul Bates, Director, Digital at Master Electronics

Paul Bates

Director, Digital
Master Electronics

Adam Niemur, Director, Digital Experience at Gordon Food Service

Adam Niemur

Director, Digital Experience
Gordon Food Service

Track B: Conversion Optimization

4:15 pm - 4:35 pm SPONSOR CASE STUDY: TBD

Hear the latest trends and best practices in conversion optimization from this eCommerce leader. 

Track B: Conversion Optimization

4:35 pm - 5:00 pm PANEL DISCUSSION: Ensuring the Website Enables the Customer to Make an Informed Decision

Today’s B2B customer is pressed for time, and requires a more detailed level of information to make a decision. By enhancing data and optimizing listings, you can get a leg up on the competition to get the conversion. 

Panelists will discuss:

  • Offering more of what today’s B2B buyers are looking for, including detailed product information and visuals to support internal decision making with multiple buyer stakeholders
  • Crafting an easy to navigate experience, including feature-by-feature comparisons, filters and more to help B2B buyers evaluate solutions
  • Providing differentiated product information to stand out against the competition and get the sale
  • Becoming an authority to your customers using web content 
  • Thinking through the post purchase process and driving repeat customer visits
Jeff McRitchie, Vice President, eCommerce at Spiral

Jeff McRitchie

Vice President, eCommerce
Spiral

Cynthia Kellam, Global Senior Director, Digital Customer Experience Strategy at TE Connectivity

Cynthia Kellam

Global Senior Director, Digital Customer Experience Strategy
TE Connectivity

Brian Ward, Director, Innovation at ChemPoint

Brian Ward

Director, Innovation
ChemPoint

5:00 pm - 5:00 pm End of B2B Online 2020