B2B Chicago 2025
April 28 - 30, 2025
Chicago Marriott Downtown
Day Two – Tuesday, May 2, 2023
Theme: Creating A Best-in-Class Customer Experience
7:20 am - 8:20 am B2Breakfast in The Expo Hall
Limited capacity to 40 Distributers and Manufacturers. We're currently at capacity, please inquire with the registration desk upon checking in to pick up your name badge
8:20 am - 8:30 am
Opening Remarks
Ryan Kulp -
Program Director,
B2B Online
8:30 am - 8:40 am
Chairman’s Remarks- McFadyen Digital
Tom McFadyen -
CEO,
McFadyen Digital
8:40 am - 9:05 am
Presentation: Accelerating Digital Transformation and Customer Experiences
Carmen True -
VP Marketing,
Qualcomm Incorporated
As digital transformation accelerates across industries worldwide, marketing plays an increasingly critical role in business diversification and company growth strategies. Join Carmen True, Vice President of Marketing, as she shares Qualcomm’s journey and her insights.
9:05 am - 9:40 am
Panel: Synchronizing Your Business for a Successful and Consistent Omni-Channel Customer Experience
Parvez Patel -
VP eCommerce & Digital Experience,
NAPA
Corrie Freudenstein -
VP, Customer Experience,
Atlas Copco
David Krohn -
SVP, Sales & Customer Experience,
Zurn Elkay Water Solutions
Tom McFadyen -
CEO,
McFadyen Digital
Michael Sholtz -
VP Product & Commercial Marketing,
commercetools
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 our panelists 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
9:40 am - 10:00 am
Presentation: How Manufacturers Can Embrace Circularity, Sustainability, And The New Breed Of Product Information Management (PIM)
Johan Bostrom -
Chief Product Officer / CoFounder,
inriver
Join inriver Co-Founder and Chief Customer Ambassador Johan Boström to discover how product information management helps manufacturers deliver a best-in-class customer experience. Learn about evolving sustainability expectations from buyers, the growing need for transparency across the supply chain, and how the inriver PIM software can help forward-thinking manufacturers transform these demands into growth drivers.
10:00 am - 10:35 am
Keynote Panel – Champions Of Change: The Value & Importance of DE&I in B2B
Fauzia (Foz) Saeed -
Formerly Director Analytics & Competitive & Market Insight,
Thermo Fisher Scientific
Nicole Alboushi -
Sr. Director, eCommerce,
Imperial Supplies
Steven Nghe -
Head of Marketing & Communications,
Kloeckner Metals (North America)
Dr. Tom Bourdon -
VP of Diversity, Equity & Inclusion,
BigCommerce
The value of diversity on a b2b team is often underestimated. A diverse team brings a wealth of experience and perspectives that can be leveraged to solve problems and develop creative solutions. In addition, diversity can help to foster a culture of respect and inclusion, which can improve team morale and performance. When making decisions about ecommerce strategies or initiatives, it is important to consider the diverse needs and perspectives of your team members. By doing so, you can make sure that everyone feels valued and that the strategies you implement are effective for all. During this panel, we’ll look at how our panelists are working to create a more diverse and inclusive team.
Fauzia (Foz) Saeed
Formerly Director Analytics & Competitive & Market InsightThermo Fisher Scientific
10:35 am - 11:20 am
Networking Break in Solution Zone: Smoothie Social @ The Smoothie Bar
11:20 am - 12:00 pm
Keynote Debate: Will Amazon Destroy Traditional Distribution?
Brian Beck -
Co-Founder,
Master B2B
Andy Hoar -
Co-Founder,
Master B2B
Gregg Walker -
Vice President, eCommerce,
Bulbs.com
Ron Veiders -
Director of Marketing,
Dynabrade
Ryan Lee -
Founder and CEO,
Nautical Commerce
Jason Hein -
Principal Product Marketer,
Bloomreach
With over $30 Billion in B2B sales and as the starting point for almost 70% of product searches, Amazon has now emerged as one of the world's largest and most influential distributors. Is Amazon destined to put large swaths of B2B companies out of business by eviscerating the value of the traditional distribution model? Or does the marketplace behemoth play a different role in the customer journey and distributors can instead utilize Amazon to grow sales without risk of accelerating their own demise? Join Master B2B Co-Founders Andy Hoar and Brian Beck as they debate this key issue with an all-star panel of industry executives in a searing Un-Webinar debate, broadcast LIVE from B2B Online.
12:00 pm - 12:20 pm
Presentation & Client Case Study: Serving Customers, Distributors, and Sales. How Bradley Manufactured an Incredible Ecommerce Experience
Dave Leannah -
SVP of IT,
Bradley Corporation
Tom Flierl -
Chief Commercial Officer,
Znode
Dan Hare -
Design Automation/Integrations Engineer,
Bradley Corporation
Bradley Corporation is a leading manufacturer of commercial plumbing products and emergency safety and industrial solutions. Bradley works with sales reps and distributors to bid on commercial building projects. Learn how Bradley partnered with Znode to create an incredible experience for sales, distribution, and the end customer.
12:20 pm - 12:55 pm
Panel: Now Trending: Headless Commerce – Is It Right For your Business
Gireesh Sahukar -
VP, Digital,
Dawn Foods
Silvija Papka -
Director- Strategic Programs & Marketing,
Snap-on Inc
Miriam Metcalfe -
Marketing Manager, Americas,
Dormer Pramet
Jayme Reynolds -
Principal Director; Commerce and Data Partnerships,
Grid Dynamics
Tom McFadyen -
CEO,
McFadyen Digital
Is Headless Commerce all it’s cracked out to be? The answer is…. It depends. Headless eCommerce accelerates the digital experiences that eCommerce businesses provide to their customers. While this benefits, B2C, does it mean that B2B will benefit? Listen to our panelists discuss their POV on one of the industry’s biggest trending topics:
- Understanding what headless commerce is.
- Who’s a candidate for this?
- Advantages/disadvantages
- The benefits from a headless solution
- Seamless buying across all channels
12:55 pm - 1:15 pm
Case Study: Crawl, Walk, Run at MACH Speed
Mike Razzoog -
Chief Strategy & Growth Officer,
Avatria
Eberhardt Weber -
CEO,
Emporix
Alex Rodriguez -
Sr. Business Analyst,
AmerCareRoyal
MACH architecture and composable commerce enables you to incrementally solve key customer experience challenges and create value, without blowing up your core legacy systems.
1:15 pm - 1:20 pm
Transition to Lunch
1:20 pm - 2:20 pm
Lunch
Concurrent Tracks & Experiences
Track A: Leveraging Marketing To Increase Sales Funnel
2:20 pm - 3:05 pm Panel: Leveraging eCommerce As A Critical Sales Channel Arica Christman - Senior Manager B2B Digital Commerce & On Demand, The Hershey’s Company Kelley Bennett - VP, E-Commerce Adhesive Technologies, Henkel Corp Ajay Kamble - CEO, ThreeSixty Solutions Ryan Lee - Founder and CEO, Nautical CommerceThe benefits of using eCommerce have led many B2B companies to see the value in developing strong digital presences. Innovators are able utilize this channel for sales and customer service, which helps them better cope with any disruptions that may come their way! As B2B eCommerce become increasingly competitive, end-to-end customer engagement is vital. In this session we’ll tackle strategies to maximize customer lifetime value through personalization and engaging touchpoints.
- Rethinking your sales strategy from traditional to online buying
- Identifying the best technologies to enhance your customers’ B2B buying experience
- Enabling features that provide your customers with a seamless purchasing experience
Track A: Leveraging Marketing To Increase Sales Funnel
3:05 pm - 3:25 pm Presentation: What The F*lexibility Is Going On? Douglas Dynamics’ Journey To Winning The New Digital B2B Buyer Andy Stanis - EVP & Managing Director, Intershop Seth Bergerud - Product Manager Parts and Accessories, Douglas Dynamics Jennifer Walth - Advertising Manager, Douglas DynamicsTOMORROW’s B2B buyers are looking to make their purchases online TODAY!
And in a lot of the B2B world, distributors are key to ongoing success –yet some are change resistant. When you’re selling a complex product, the need for a great experience for those key constituents is vital.
Explore the reality of how a forward-looking manufacturer put its distributors/customers at the center of their digital strategy to ensure growth now and in the future!
Track A: Leveraging Marketing To Increase Sales Funnel
3:25 pm - 3:45 pm Presentation: Intentfully Rethink Your PPC Strategy Jim Lillig - Director, Digital Marketing, NSI Industries, Inc.Want to spend less and make more with your PPC budget? Then get on board with Intent. Your customers use search for answers. PPC fills the gap that you can’t fill (or aren’t filling) with SEO, and focusing on search intent is the way to unlock hidden performers.
Track A: Leveraging Marketing To Increase Sales Funnel
3:45 pm - 4:05 pm Case Study: Journey Science: A New Way to Leverage Data-Driven Customer Experiences That Can Boost Revenue and Increase Customer Acquisition by 150% Eve Sangenito - CX + Digital Marketing, Perficient Justin Racine - Lead Commerce Strategist, PerficientAs customers interact with your organization, they expect frictionless experiences across every channel and touchpoint. However, many organizations struggle to piece it all together and fail to meet the expectations of new and existing customers.
Journey Science is a cross-functional discipline that combines research-based insights with data-driven evidence to help you understand, predict, and optimize your customer journey, so you can deliver unified commerce experiences to achieve business goals.
During this session, you’ll learn:
- How to approach business challenges from your customers’ perspective and capitalize on journey-driven opportunities
- How Journey Science can help your brand gain a competitive edge
- What true unified commerce looks like and how to leverage it
- How similar organizations have leveraged this approach to boost revenue and increase customer acquisition by 150%
Track B: Building a Data Driven Business
2:20 pm - 3:05 pm Perspective Panel: Data Driven Ideas To Develop Your Business & Keep Your Customers Kate Monoskey - Sr. Manager, Data Science, Thermo Fisher Scientific Ronald Gaines - Sr Marketing Automation Manager, Sunbelt Rentals Scott Tinkoff - Senior Vice President, Data Strategy, Anteriad Sammi Malik - Sr. Manager, Enablement and Analytics, Boeing Arun Kumar - EVP of Data & Insights, Hero Digital Prashanth Sankaran - VP of Digital Solutions, BUNNKnowing your customers is Vital to ensure they’re continuing to do business with you. Retaining and developing relationships with customers is key to grow. Your data is the key to unlocking growth in areas that are essential for your business to thrive: During this discussion, we’ll review your companies’ data, and how to properly put it to work.
- Getting first, second- and third-party data to prepare for personalization
- Preparing for the next phase of data integration in preparation for insights and analytics
- Understanding what data is key to focus in on
Track B: Building a Data Driven Business
3:05 pm - 3:25 pm Presentation: Data Should Serve You, Not Your Technology Derek Corrick - General Manager, Data Management, Pivotree Michael Kaechele - Executive Director, IT Strategy & Delivery, ABC Supply Aamir Burki - Sr. Director, Merchandising Content & Search, GraingerAs B2B organizations take on digital transformation, they face a fundamental challenge: finding the right way to deal with growing volumes of data. Typical solutions like ERPs, PIMs, MDMs, and DAMs – while necessary have exacerbated a growing concern over siloed data with little or no visibility for all areas in an organization. This results in burgeoning technical debt, substandard data quality, and hindered growth.
In this panel discussion, Pivotree Data Expert, Derek Corrick (GM, Data Management) will discuss with Michael Kaechele (Executive Director, IT Strategy & Delivery, ABC Supply) and Aamir Burki (Sr. Director, Merchandising Content & Search) their experiences with data management, and how they got it to work for their respective organizations. The session will focus on the scope for freeing data from systems and technologies, so it can be better leveraged as a business asset.
Track B: Building a Data Driven Business
3:25 pm - 3:45 pm Presentation: Accelerating Digital For Your Mid-Size Business Marc Vasquez - Global Director of eCommerce, Ideal TridonThere has been a seismic shift in how business transformed to digital as a result of the pandemic. Being digital first, and leading the transformation for your business is no easy undertaking. The decision to invest in what is needed, VS what is nice to have is difficult enough. Our leader for this session will provide context into how your mid-size business can accelerate your digital transformation to
- DDD: Data Driven Decisions
- Handling Change; Managing Stakeholders; Listening To Feedback
- Moving forward and making investments that fit your primary needs.
Track B: Building a Data Driven Business
3:45 pm - 4:05 pm Case Study: Applying B2C experience to B2B ecommerce search at CDW, a conversation with Rick Lockwood, Group Product Manager, Purchase Funnel for CDW.com Neal Haraguchi - Senior Account Executive, Lucidworks Rick Lockwood - Group Product Manager, Purchase Funnel, CDWLearn how CDW uses search to meet its diverse customer needs in the complex B2B retail space from Group Product Manager, Purchase Funnel for CDW.com, Rick Lockwood. With 20 years of experience in the ecommerce search field spanning both B2B and B2C retail, hear the common challenges, unique customer expectations, and powerful product features Rick applies - from both types of ecommerce - to perfect the customer experience at CDW.
Track C: The Future Of Digital Commerce
2:20 pm - 3:05 pm Panel: Not Letting Change Management Hold You Back: Getting Internal Alignment To Grow Fast Sara Johnson - VP, Global Digital Strategy, Haworth Richard Shank - Manager, eCommerce, ETNA Supply Ron Veiders - Director of Marketing, Dynabrade Velinda Cox - SVP, Ecommerce, Konica Minolta Russell Scherwin - President B2B Tracks and Director Facilitation, Force ManagementB2B manufacturers and distributors are transforming for ongoing success in a competitive landscape, but it’s no easy task! To get your digital business moving forward you have to align the whole team. And that's where we come in: join us as we take on change management together - from discovering effective methods to break down silos, engaging stakeholders at all levels of the organization, determining what works and doesn't work during each step of transition - this is one panel you don't want miss out on!
Track C: The Future Of Digital Commerce
3:05 pm - 3:25 pm Presentation: Paving the Way for Innovation with a Digital-First Infrastructure Matt Hanlon - Applied Innovation & Technology Manager, Source Atlantic Jeff Pratt - Commerce Practice Director, VerndaleSince 2018, Verndale has worked with Source Atlantic, an industry-leading wholesale distributor in Canada, to develop and implement its comprehensive digital strategy using Optimizely's B2B Commerce platform. Matt Hanlon, Source Atlantic's Applied Innovation & Technology Manager, and Jeff Pratt, Verndale's Commerce Practice Director, will share how the distributor's business transformation toward a digital-first infrastructure and culture prepares the organization for the future of commerce. Building on the technology and leveraging Source Atlantic's evolved digital foundation and maturity, its positioned to quickly innovate and adopt new technology, including Proton.ai, Hololens, and more.
Track C: The Future Of Digital Commerce
3:25 pm - 3:45 pm Fireside Chat: Cutting Costs and Boosting Revenue with ChatGPT: Real-World Examples from B2B Ecommerce Executives Ajay Kamble - CEO, ThreeSixty SolutionsTrack C: The Future Of Digital Commerce
3:45 pm - 4:05 pm Case Study: Lessons Learned from Dawn Foods' Accelerated Ecommerce Transformation Jack Moberger - B2B Practice Leader, Algolia Mike Callahan - Director, Digital Delivery, Dawn Foods
Workshop
2:20 pm - 3:20 pm Private Wine Tasting; Hosted by LucidworksWith the rise of eCommerce, manufacturers and distributors have turned to digital tools for better engagement with customers. We'll hear from some thought leaders about how these strategies guide their technology roadmaps as they develop new platforms that can serve complex needs in an increasingly competitive market environment where every detail matters
- Building our eCommerce platforms to serve complex customer needs
- Deploying the right mix of technology applications to remain competitive
Private Experiences
2:20 pm - 3:20 pm Private Craft Beer Tasting: Hosted by Zobrist Consulting Group Teresa Zobrist - CEO, Zobrist Software GroupIn this session, we will share with you how to future-proof your commerce strategy. B2B Commerce is different from B2C. It is global and enterprise-level. It requires security, scalability and agility. Start with the most complete SaaS Solution in the market that grows with you as your Digital Channel matures over time.
4:05 pm - 4:50 pm
Networking Break in Solution Zone: On The Trail! Trail Mix To Go!
4:50 pm - 5:50 pm
Beer Bucket Roundtables
Jacobi Zakrzewski -
VP, Business Architecture,
Luminos Labs
Derek El-Nou Nou -
NetSuite ERP Manager,
TMS South
Carlos Manalo -
Co-Founder, CO-CEO,
Office of Experience
Eric Hills -
CEO,
WrangleWorks
Carlos Camacho -
Associate Director, Digital Commerce,
Boston Scientific
Justin Racine -
Lead Commerce Strategist,
Perficient
These interactive sessions are your opportunity 3 to learn about the most innovative digital and omni-channel solutions on the market in a relaxed setting. Each roundtable will have a specific theme for you to learn from. A highlight of B2B Online, roundtable discussions are your best opportunity to deep-dive into discussions and idea-share with your peers. You pick 2 themes during this session, 30 minutes each. Priority seating for Manufacturers And Distributors.
- Why Digital-Savvy Buyers Require Next-Generation eCommerce Search; Hosted by Arvind (Arv) Natarajan – Director of Product, GroupBy
- Navigating Digital Progress: A Pragmatic Viewpoint and Exercise in a “Legacy” World: Hosted by Jacobi Zakrzewski - VP, Business Architecture, Luminos Labs
- Automate Product Data Work With AI; hosted by Eric Hills – CEO, WrangleWorks & Derek El-Nou Nou, NetSuite ERP Manager, TMS South
- B2B Ecomm Bingo - Growth Strategies for B2B ecommerce in 2023: hosted by Carlos Manalo, Co-Founder, CO-CEO, Office Of Experience
- Add Value, Avoid Conflict: How to Build a D2C Strategy That Complements Your Channel: Hosted by Justin Racine, Lead Commerce Strategist, Perficient
- Why Data Democratization & AI Are Key To Personalizing Experience For Customers & Partners In B2B – Hosted by TCS
5:50 pm - 7:10 pm
Travel to offsite cocktail recpetion
6:30 pm - 8:20 pm
Offsite Cocktail Reception at Revival Food Hall
Revival Food Hall is an all-local dining concept spotlighting the best of Chicago’s acclaimed culinary scene. To celebrate our 10th anniversary, we’ve rented out the Revival Food Hall to provide an unforgettable experience that ALL b2b online attendees to network & explore the city through food and drink (while getting the chance to connect and network with your fellow attendees). Located on the ground floor of The National—a 20-story restoration of a historic 1907 Daniel Burnham-designed building, an experience that you’re not likely to soon forget.
8:30 pm - 10:30 pm
Late Night, Night Cap Meet Up In The Hotel Lobby Bar
Finished with dinner and looking for a place to come hang out? Head to the lobby bar for a nightcap in the hotel!