B2B Chicago 2024
May 06 - 08, 2024
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, ValinLimited 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!
7:20 am - 7:30 am Private Invitation Only Breakfast Hosted by Deloitte
Paul do Forno - Managing Director Commerce Practice, Deloitte DigitalExecutive Speaker, Deloitte
7:20 am - 7:30 am Private Invitation Only Breakfast Hosted by Maverick Digital
Rob Gonda - Chief Digital Officer, Maverick Digital
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
8:15 am - 8:30 am
Chairperson’s Opening Address
Sunil Mirani -
Co Founder and Chief Executive 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
8:55 am - 9:15 am
Keynote Fireside Chat: Developing Capabilities and Personalization for Specific Customers to Improve CX
Ajay Kamble -
CIO,
Turtle & Hughes, Inc.
Mihir Kittur -
Co-Founder & Chief Commercial Officer,
Ugam
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
9:15 am - 9:35 am
Keynote Case Study: Creating Smarter AI-Powered Customer Experiences
Jon Chang -
Worldwide Product Marketing Lead, Watson Marketing,
IBM
Today’s business leaders want to transform their B2B commerce operations to deliver a flawless customer experience across all channels - from first touch to final delivery. Increasingly, emerging technologies like Artificial Intelligence (AI), blockchain and others are playing a leading role in the quest to deliver world class customer experiences. Join this session to learn more about how IBM Watson is helping clients deal with the exponential growth
9:35 am - 10:00 am
B2B Tonight, This Morning! Not Your Average Keynote Panel!: Shifting from Utility to Engagement with B2B Customers
Linda Brunner -
Vice President and Head of Digital Engagement,
Siemens Healthineers
Meeta Kratz -
Vice President, Marketing and eCommerce, Workplace Safety Division,
Brady Corporation
Parvez Patel -
President & GM,
eImprovement
Yoav Kutner -
Chief Executive Officer And Co-Founder,
Oro Inc.
Mihir Kittur -
Co-Founder & Chief Commercial Officer,
Ugam
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
Meeta Kratz
Vice President, Marketing and eCommerce, Workplace Safety DivisionBrady Corporation
10:00 am - 10:45 am
Sweet and Savory Refreshment & Networking Break
Grab some sweet and savory bites, and explore the latest tech in our Expo, we feel great new connections brewing!
10:45 am - 11:10 am
Keynote Co-presentation: Measuring Customer Interactions Online to Show ROI and Secure Future Investments
Mary Derrick -
VP, Digital Customer Experience,
Schneider Electric
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
11:10 am - 11:30 am
Don’t Tweak it, Hack it | Unleash Mighty B2B Commerce Experiences
Jill Steinhour -
Marketing Executive - High tech/B2B,
Adobe
Stop tweaking. Hack your B2B commerce experiences and gain an unfair advantage in 2019. Customer expectations for B2C-like commerce experiences are catalyzing an increased level of focus and investment which is enabling enterprises to deliver commerce CX to a whole new level. But where to start? What results to expect? And what do great commerce experiences look like?
In this session we will hack into:
• Growth, buyer and spend trends in B2B commerce
• Moments that matter most to buyers
• Awe-inspiring B2B commerce examples
11:30 am - 11:55 am
Keynote Panel Discussion: Building a More Sophisticated Customer Journey to Improve CX
Anne Vranicic -
VP, Marketing,
Valin
Tim Bauer -
Vice President, Aftermarket,
Eaton Vehicle Group North America
Antony McGregor Dey -
Director, Ecommerce,
Blue Fish Development Group
Mihir Kittur -
Co-Founder & Chief Commercial Officer,
Ugam
Matthew Conrad -
Director, Product & Segment Marketing,
Ingersoll Rand
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
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
12:15 pm - 12:40 pm
Keynote Panel Discussion: Collaborating Across Functional Teams to Drive Innovation for Customers
Christine Owens -
VP of Marketing,
BayWa r.e. Solar Systems
Jennifer Alexander -
Director, Echannel Management,
Johnson & Johnson Vision Care, Inc.
Andy Wagner -
Executive Director,
Aaxis Commerce
Mihir Kittur -
Co-Founder & Chief Commercial Officer,
Ugam
Gregg Walker -
Vice President, eCommerce,
Bulbs.com
Peter Sheldon -
Senior Director, Strategy,
Magento, an Adobe Company
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?
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
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 Russell Scherwin - CMO, Watson Commerce, IBMInterested 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 Building out Data Management and Analytics to Capitalize on Growth Garry Wicka - Head of Marketing, LG ElectronicsB2B 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
Conversion Optimization
Track B
2:15 pm - 2:25 pm Chairperson’s Opening Address Dushyant Pandya - Managing Partner, Digital Front Office, Brillio
Track B
2:25 pm - 2:50 pm Case Study: Increasing Digital Adoption to Drive Growth Gregory Chun - Vice President, Marketing, McNaughton-McKay Electric CompanyDriving 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
eCommerce Fundamentals
Track C
2:25 pm - 2:50 pm Case Study Remix: Evolving the B2B Salesforce, a New Partnership with Digital Nishant Nishant - VP, Digital Strategy & IoT, AvnetDigital can be a very abstract term. Digital has many facets and among them are increased opportunities for operational efficiency and more effective eCommerce and partnerships. Digital transformation starts with eCommerce and cascades to sales teams, ultimately making the lives of sales teams easier. Nishant Nishant, Vice President, Digital Strategy and IoT for Avnet understands how digital can drive more progressive ways of working, including using AI to provide predictive selling to make the sales teams more effective. Find out how digital can enable the sales force, including:
- Leveraging digital technologies to create reports and dashboards to increase efficiency
- Exploring new compensation models to drive the overall health of the multi-commerce strategy
- Transitioning customers to adopt online ordering, shifting lower dollar items to the online channel, freeing up sales to go after new business
Manufacturers and Distributors Only Roundtables
Track D
2:15 pm - 2:50 pm Interactive Roundtables for Manufacturers Katrina Schiedemeyer - Voice of Customer Innovator, Oshkosh CorporationAn 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
2:50 pm - 3:10 pm Case Study: How Wolters Kluwer Drives Customer Engagement and Revenue with Self-Service Commerce
Brian Lemieux - Senior Manager, eCommerce and Marketing Operations, Wolters Kluwer HealthThe B2B industry is being rocked by digital transformation. Business buyers demand more convenient, self-service purchase options on par with their favorite B2C sites. 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 led by Wolters Kluwer to learn how this company is capturing growth in 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 DigitalA 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
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 PowerThis 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
2:50 pm - 3:10 pm Interactive Roundtables for Distributors
Josh Schoonmaker - Director, Digital Solutions, Consolidated SupplyAn 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
3:10 pm - 3:40 pm Panel Discussion Remix: Using Data to Improve Customer Experience
Matthew Clark - Vice President, Global Head, eCommerce & Digital Marketing, Premier Farnell, Avnet Katrina Schiedemeyer - Voice of Customer Innovator, Oshkosh Corporation Ratul Shah - Senior Product Marketing Manager, SAP Customer Data Cloud, SAP Joe Harris - Partner, Whereoware Russell Scherwin - CMO, Watson Commerce, IBMData 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
Matthew Clark
Vice President, Global Head, eCommerce & Digital Marketing, Premier FarnellAvnet
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
3:10 pm - 3:40 pm Panel Discussion Remix: 5 Easy Steps To Optimize Performance And Boost Site Effectiveness
Bridget Kulla - Senior Digital Marketing Manager, James Hardie Building Products Jennifer Alexander - Director, Echannel Management, Johnson & Johnson Vision Care, Inc. Marta Dalton - Global Director eCommerce, Unilever Chuck Cantrell - Director, Strategic Commerce Consulting, LiveArea Dushyant Pandya - Managing Partner, Digital Front Office, BrillioWhether 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
3:40 pm - 3:50 pm Using Content & Search To Optimize Conversions: How To Leverage Your Content Assets And Innovative Technology To Drive Revenue
Jason Lichon - Chief Solutions Officer, BlueBoltFor many organizations, conversion rates may be stagnant – regardless of how many UX updates are done, how much new content is created, or how much marketing attracts new traffic. And this may not just be with direct traffic to your site – conversion rates for Sales and Customer Service may also need a jumpstart, and it could be as simple as leveraging assets you already have. In this session, Jason Lichon of BlueBolt, will demonstrate ways in which Manufacturers & Distributors can use a mix of product & marketing content, smart technology, and the right approach to increase conversions in all channels. He will show how you can use existing assets and give your conversions a boost!
Key Takeaways:
• First you’ll have to understand if you have an internal content problem – is it hard to find and access? Are sales reps challenge to find info? Hard for CSR’s to help customers? Or direct customers coming to the site – are you presenting the right content with the right products at the right time in the sales process? If your content isn’t organized, you can’t leverage it properly and you can’t unify the customer experience.
• How do you start the process of fixing the situation? How do you identify, classify, and organize the data? Using the right technology and methodology, you can classify and contextualize the info, make it searchable, and deliver it externally & internally at the appropriate times.
• How does this increase customer engagement and conversions, and what are some real life examples?
• As content and systems continue to grow, through acquisition of new businesses or otherwise, the process doesn’t change and your problem doesn’t grow.
3:10 pm - 3:40 pm Panel Discussion Remix: Promoting PIM Strategy To Engage And Convert Customers
Jody Yeganeh - Senior Director, Digital Marketing & eCommerce, Lawson Products Nick Schulte - Vice President, eCommerce, Shift7 Steve Martinez - Senior Director, Digital Commerce, Univar Solutions Scott Webb - President, AvionosContent 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
3:40 pm - 3:50 pm Experiential Driven B2B Commerce
Joe Brannon - Global Commerce Practice Director, TA DigitalIn 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.
3:10 pm - 3:40 pm Interactive Roundtables for Distributors (continued)
Josh Schoonmaker - Director, Digital Solutions, Consolidated SupplyAn 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
3:50 pm - 4:35 pm
Bites and Brews Networking Break
Need an afternoon pick me up? Enjoy pub fare and local brews on tap as you peruse the latest tech in the Expo.
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 Empowering Users to Leverage Data
Miriam Metcalfe - Marketing Manager, Dormer PrametData is a marketer’s best friend, and we’ve reached a moment in time where everyone realizes there is something you can do with it. Dormer Pramet has jumped on the fast moving data train, assigning data ambassadors and capturing customer intelligence to provide big data to sales teams. Miriam Metcalfe, Marketing Manager for Dormer Pramet is evangelizing data and business intelligence across the organization, overcoming cultural and generational barriers. Find out how she is empowering users, including:
• Overcoming fear of data and new ways of selling
• Training and educating sales teams on how data is revolutionizing the selling process
• Leveraging dynamic data to tell a story and build sales pipelines
Conversion Optimization
4:35 pm - 5:00 pm Case Study Remix: Adding Functionality to the Website and Migrating Customers Without Disruption
Marta Dalton - Global Director eCommerce, UnileverUser 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? Marta Dalton, Global Director, eCommerce for Unilever has broad expertise when it comes to migrating websites. While in her previous role with Coca-Cola, Marta and her team migrated customers from the single bottler site for North America to the 12 bottler site when their bottlers changed. 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
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 InstrumentsNational 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
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
5:00 pm - 5:20 pm Case Study: Successful B2B Commerce in the Experience Economy
Joe Fuster - Global Head Customer Experience (CX) Cloud, OracleThe 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.
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.
5:20 pm - 5:45 pm Lightning Round Panel: Drawing in New Business: Energizing Your Customer Acquisition Strategies
Bill Fetter - Global Director Marketing Automation, Hexagon Manufacturing Intelligence Ken Novak - Global eBusiness Marketing Manager, Parker Hannifin Gregory Chun - Vice President, Marketing, McNaughton-McKay Electric Company Russell Scherwin - CMO, Watson Commerce, IBMAs 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
5:20 pm - 5:45 pm Lightning Round Panel: The A to Z of Conducting Successful Tests
Rocky Sharma - Sr. Director, Product Management, eCommerce, Builddirect Dushyant Pandya - Managing Partner, Digital Front Office, Brillio Gurpreet Singh - Director, eCommerce and CRM Systems, Omega Engineering Inc. Skip Mccoy - Senior Manager, IT Customer Service, Univar SolutionsMuch 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
5:20 pm - 5:45 pm Lightning Round Panel: Paid Search Paying Off: Balancing Budgets And Reach
Paul Shrater - Co-Founder & COO, Minimus LLC Jennie Stenback - Vice President, Marketing, Communications & Digital Strategy, 3Wire Group: A Marmon/Berkshire Hathaway Company Steven Suddarth - eCommerce Manager, Heritage Parts Gregg Walker - Vice President, eCommerce, Bulbs.com Scott Webb - President, AvionosSearch 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
Jennie Stenback
Vice President, Marketing, Communications & Digital Strategy3Wire Group: A Marmon/Berkshire Hathaway Company
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.