B2B Online Chicago 2020

April 20 - 22, 2020

Chicago Marriott Downtown

Day Three: Prepping for the Future of Digital


Wednesday, April 22, 2020

8:00 am - 8:30 am Continental Breakfast & Registration

8:00 am - 8:30 am Private Invitation Only Breakfast

Kickstart your experience at B2B Online in an interactive breakfast session. Interested in hosting a breakfast to get your conference experience brewing?
Contact Christine Johnson 646.200.7458 or christine.johnson@wbresearch.com

8:00 am - 8:30 am Private Invitation Only Breakfast

Kickstart your experience at B2B Online in an interactive breakfast session. Interested in hosting a breakfast to get your conference experience brewing?
Contact Christine Johnson 646.200.7458 or christine.johnson@wbresearch.com

8:25 am - 8:30 am Welcome Remarks

Marissa Alvord, Program Director at B2B Online

Marissa Alvord

Program Director
B2B Online

8:30 am - 8:45 am Chairperson’s Opening Address

Interested in demonstrating thought leadership as a chairperson? Contact Christine Johnson 646.200.7458 or christine.johnson@wbresearch.com

8:45 am - 9:10 am Keynote: Leveraging Critical Data to Create Value for the Customer

As products become more connected and “smart”, there are new opportunities to leverage product performance and customer utilization of products to deliver additional value for the customer. Dave Grimm was recruited to Illumina to bring his top rated CX strategies from B2C into a B2B environment. He will shed light on how this life sciences B2B uses IoT to harness performance data from products and online customer behavioral data to create additional value for customers and deepen the customer relationship. 

Hear lessons learned and see use cases, including:

  • Setting up simple algorithms around actions to capture more information and determine data points that will create utility and value for the customer
  • Capturing sensor signals of product issues to automatically prompt support teams into action in a service capacity
  • Enhancing the relationship with the customer through providing critical information and service at the right time
  • Determining new features and services to roll out to increase the stickiness of the relationship and deepening of portfolio share

Dave Grimm, Global Head of Digital User Experience, Marketing, and Ecommerce at Illumina Inc.

Dave Grimm

Global Head of Digital User Experience, Marketing, and Ecommerce
Illumina Inc.

Net Promoter Score has been widely accepted across the industry as a metric for customer experience optimization. With so many different constituents involved in B2B, it’s hard to gauge if NPS is really telling you anything meaningful. Is NPS an effective measurement for our industry? Abhishek Shastry, Director of Product Strategy for Dell.com has had a true love/hate relationship with NPS, and will argue his current love for NPS in this inaugural B2B Online Oxford Style Debate. 
  • Chasing scores v. actually improving the customer journey
  • The effectiveness of NPS with multiple B2B constituents
  • The impact of NPS on improving customer experience recently in B2B

Taking the position of for: Charlie Riley, Head of Marketing, Curbell Plastics
Taking the position of against: Abhishek Shastry, Director, Product Strategy,Dell.com

Charlie Riley, Head of Marketing at Curbell Plastics, Inc.

Charlie Riley

Head of Marketing
Curbell Plastics, Inc.

Abhishek Shastry, Director,Product Strategy at Dell.com

Abhishek Shastry

Director,Product Strategy
Dell.com

Monique Elliot, Global Head of Customer Experience Marketing, Electrification Division at ABB

Monique Elliot

Global Head of Customer Experience Marketing, Electrification Division
ABB

Jennifer Reagan

Global Director of Value Proposition and Product Activation
ABB

The ease of B2C is driving changes in B2B environments as businesses are under pressure to provide a more B2C-like experience to grow market share. From ratings and reviews to personalization, there are plenty of opportunities to steal smart from B2C. Panelists will share the optimal B2C practices to implement in B2B, including:

  • Understanding what B2C digital marketing strategies are effective to translate to B2B (thinking about ratings and reviews to personalization tactics)
  • Reevaluating checkout and the tools you’re using to create a frictionless and simplified purchasing process
  • Leveraging B2C conversion best practices to drive prospects to convert
  • Determining which principles from B2C don’t make sense in a B2B environment (when there are multiple decision makers in the buying process)

Jennifer Alexander, Director, Transactional Services at Johnson & Johnson Vision Care, Inc.

Jennifer Alexander

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

Nick Crumlett, Director, eCommerce Development at MiSUMi

Nick Crumlett

Director, eCommerce Development
MiSUMi

Ken Novak, Director, Digital Marketing and eCommerce at Parker Hannifin

Ken Novak

Director, Digital Marketing and eCommerce
Parker Hannifin

Kevin Coe, Partner & Senior Vice President of Digital at The MX Group

Kevin Coe

Partner & Senior Vice President of Digital
The MX Group

10:15 am - 10:20 am Keynote Panel Discussion Remix: Removing Friction: Bringing B2C Functionality into the B2B Online Experience

After the panel you’ll have an opportunity to discuss and debate a question from the panelists around B2C in B2B. Make new connections while strategizing with your peers and adding to your list of actionable takeaways.

10:20 am - 10:50 am Morning Pick-me-up Refreshment & Networking Break

It’s day three of the event so ensure you are refreshed to soak up every last bit of information!

10:50 am - 11:10 am Keynote Case Study Remix: Harnessing Connectivity Post Sale to Enhance CX and Drive Future Growth

As products become more digital in nature, they expand the opportunities for innovation and enhanced customer experience post-sale. Erik Koenig, Vice President, Strategic Marketing and Product Content for Heritage Foodservice Group has been laser focused on the future, making sure technology investments will enable the business in the next five years. Drawing from the example of the connected kitchen, Erik will explain how technology and data are further maturing the digital transformation, including:

  • Understanding the expectations and behaviors of digital natives
  • Streamlining and simplifying operations of connected devices to enhance customer experience
  • Collecting data to create innovations for customers to make their lives easier

Erik Koenig, VP, Strategic Marketing and Product Content at Heritage Foodservice Group

Erik Koenig

VP, Strategic Marketing and Product Content
Heritage Foodservice Group

11:10 am - 11:15 am Keynote Case Study Remix: Harnessing Connectivity Post Sale to Enhance CX and Drive Future Growth

After his presentation, Erik Koenig will pose a question for you to discuss with those around you. Find out what is and isn’t working for your peers when it comes to post sale customer experience and make new connections in the process.  

11:15 am - 11:35 am Keynote Case Study:Technology buyers' generational insights and experience expectations

As buyer expectations continue to evolve, it is difficult to keep pace and provide the experiences that differentiate your brand and meet your customers’ expectations.   This session delves into Adobe’s recent research that reveals the experiences technology buyers’ value most and how are technology vendors responding.  Including:

  • Generational insights- what are key differences that you can act on to improve buyer experiences
  • Budget priorities- where are high tech organizations investing for the future
  • Inspiring experiences- what are experience leaders doing- a look at top-notch experiences and the underlying technologies that power these experiences

Jill Steinhour, Marketing Executive - High tech/B2B at Adobe

Jill Steinhour

Marketing Executive - High tech/B2B
Adobe

Technology moves quickly, and while you don’t want to get left behind, it doesn’t always pay-off to be first out of the gates with the latest disruptive technology. Hear how digital leaders are aligning digital strategy and customer experience with disruptive technology to deliver differentiated value to the customer, including:

  • Identifying what considerations you should make in deciding on various AI technologies, blockchain and more
  • Building an optimal technology stack as the basis to prioritize all future technology implementations
  • Understanding where to start with AI capabilities, from personalization to chatbots, including engaging IT partners and determining when to build v. buy
  • Adapting the right technology to better serve the B2B customer

Nicolas Renaud, Digital Business Transformation Director at Solvay

Nicolas Renaud

Digital Business Transformation Director
Solvay

Brian Smith, Director, eCommerce Operations at Farmer Boy

Brian Smith

Director, eCommerce Operations
Farmer Boy

Ashar Mairaj, Vice President, Digital Marketing at Global Industrial

Ashar Mairaj

Vice President, Digital Marketing
Global Industrial

12:00 pm - 12:05 pm Keynote Panel Discussion Remix: Aligning Value Creation with Emerging Technology Adoption

After the panel you’ll have an opportunity to discuss and debate a question from the panelists around emerging technology adoption. Make new connections while strategizing with your peers and adding to your list of actionable takeaways.

12:05 pm - 12:25 pm Keynote Case Study: Shift Happens: Managing Digital Change for Manufacturers and Distributors

  • Why do companies have to change to meet new expectations?
  • How eCommerce leaders need to be primary agents of change in their organizations
  • Learn a framework for managing change
  • Hear great examples and case studies of organizations that have manage changed and how they did it

Justin King, GM B2B Solutions at Salsify

Justin King

GM B2B Solutions
Salsify

12:25 pm - 12:50 pm Keynote Lightning Round Panel Discussion: Shaping Optimal Customer Experiences for the Evolving B2B Customer

Millennials have moved up the corporate ranks to have significant purchasing power and Gen Z has now joined the workforce. These are the most digitally savvy customers that the industry has ever seen, and they know they have a multitude of choices when it comes to purchasing. Hear how B2B marketing leaders are revamping CX to meet the needs of today’s changing B2B customer, including:  

  • Understanding how Generation Z job seekers are amplifying digitally savvy millennials in first and second management level roles
  • Getting buy-in from seasoned employees to become more agile to better serve the changing customer
  • Knowing what kind of experiences these generations are looking for when they’ve never lived in an analog world
  • Understanding which processes need to be redesigned to serve evolving B2B buyers
  • Developing a roadmap to get to where the end user of 5 years from now expects you to be

Monty Kilburn, EVP, Sales & Marketing at Kelsan

Monty Kilburn

EVP, Sales & Marketing
Kelsan

Stephanie Galaska, Head of eCommerce at Parker Hannifin Corp.

Stephanie Galaska

Head of eCommerce
Parker Hannifin Corp.

12:50 pm - 1:45 pm Lunch For All Attendees

1:45 pm - 2:15 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

2:15 pm - 2:35 pm Case Study: Leveraging Automation to Cater to the Customer While Driving Efficiency

As a global B2B2C company, Sonova captures orders through a variety of methods, one of the most popular of which is emails to customer care. Pierre Scokaert, Director, Digital Services for Sonova Group wanted to reduce the number of orders processed manually by customer care. His solution was to build a robot, Albert, powered by AI to extract information to enter orders into the ERP system. Find out key lessons learned, including: 

  • Exploring automation to increase the number of orders through your online channel, reducing manual entry 
  • Building an AI solution as a new EDI, without having an impact on customer purchase behavior 
  • Scaling the solution in multiple languages and brands 

Pierre Scokaert, Director, Digital Services at Sonova Group

Pierre Scokaert

Director, Digital Services
Sonova Group

2:35 pm - 2:40 pm Keynote Case Study Remix: Leveraging Automation to Cater to the Customer While Driving Efficiency

After his presentation, Pierre Scokaert will pose a question for you to discuss with those around you. Find out what is and isn’t working for your peers when it comes to efficiency and automation and make new connections in the process.  

2:40 pm - 3:00 pm Wrap-Up Roundtables – Lessons Learned and Takeaways

Saying goodbye is hard, especially after an inspirational three days at B2B Online with old and new friends and colleagues alike. We’re hoping this wrap-up will give you the closure needed to package all of your takeaways with a neat little bow to take back to work tomorrow morning.
These free flow discussions will be your chance to take a deep dive into the specific areas you came to discuss and what the future of B2B eCommerce looks like to you.
  • Share your one “A-ha!” moment from the conference 
  • What are two things you heard this week that scare you?

I wish…

3:00 pm - 3:00 pm End Of B2B Online