B2B Online Europe 2017

November 27-November 29, 2017

Hilton Amsterdam

44(0)20 73689894

Day 1: Creating Customer Value in a Complex B2B World

7:45 AM - 8:30 AM COFFEE AND REGISTRATION

8:30 AM - 8:35 AM Welcome Comments - Marie-Charlotte Rouzier, Conference Director, B2B Online

Transforming to a Digital Forward Organisation

8:35 AM - 8:50 AM Chair’s Opening Remarks and Business Card Exchange Accenture

8:50 AM - 9:10 AM Opening Keynote Presentation - Evaluating the Digital B2B Landscape: Where Are You Now and Where Do You Need to Be by 2020?

  • How has the digitalisation of products and services impacted B2B customer expectations over the last 12 months?
  • Where are you now on the road map and which tools have been developed specifically for B2B that might benefit your team?
  • What is the average degree of digitalisation among European B2B organisations and how do you measure up?
  • Is B2C still laying the rules or can B2B have an independent digital evolution?

9:10 AM - 9:30 AM Case Study - What Can You Learn From the US and Global B2B Digital Leaders to Gain Competitive Edge In Europe in 2018?

  • Looking ahead at your US counterparts and the global B2C industry: is it what you should expect in the future?
  • How are new business models - like Amazon & Alibaba - changing industry dynamics?#
  • Is the digital organisation of the future based on a merger between front-end functions and back-end functions as the key element of competitiveness?
  • What are the new ways to connect customers with their favourite brands using the digital media and what does it mean for your existing omni-channel strategy?

9:30 AM - 10:10 AM All Star Panel Discussion - Selecting the Best Model for Your Company and Adapting your Strategy to your Stage of Digital Integration: Does Full Digital Transformation Make Sense or Would Creating a Separate Digital Channel Show You Greater ROI?

  • The customer experience stage: How to effectively and quickly transition from a physical to digital catalogue and get your brand visible online
  • The transactional stage: How to take increased orders online to reduce costs by limiting physical interactions
  • The data stage: how to get visibility to fuel data-driven decision, a crucial milestone of your digital integration?
  • The channel conflict stage: how to turn your sales reps into consultants and ensure they provide a long-term service-focused advice by opposition to a product-based one off transaction
  • The growth stage: new geo, on boarding new brands/ products, reaching new clients, what are the options to grow?
  • The going direct stage: How to streamline processes and reduce costs by going direct
  • The Automated eCommerce stage: how to leverage the IoT, blockchain, smart contract and production machine

10:10 AM - 10:30 AM Case Study - How to Keep your Brand Front and Centre to Ensure a Truly Effective Digital Transformation That Enhances Customer Loyalty and Extends Your Reach

  • Looking at transforming your brand and adapting it to new market conditions whilst still communicating your organisation’s purpose, USPs and core value proposition
  • How to reduce the number of brands your organisation is active under to provide a unified customer message: what is the process of brand rationalisation and why it is paramount to enhance customer loyalty?
  • Working with influencers for success: how to link brand and purpose to get buy-in from key industry influencers and extend your reach to access new markets and extend your reach

10:30 AM - 11:10 AM MORNING BREAK

Creating the Customer Centric Digital Strategy

11:10 AM - 11:30 AM Case Study - Who is Your True Customer? Can You Identify the Real End User and How do you Create the Right Content to Convert?

  • How to identify who is the decision maker in the B2B transaction between researcher, buyer and account holder
  • Multiple decision makers and influencers: how can you ensure you are marketing to all involved?
  • Why is it paramount to market to both the organisation as a whole and to decision makers within the organisation?
  • Identifying between the individual who makes the decision and the one who makes the purchase

11:30 AM - 11:50 AM Interview - Creating a Seamless Customer Experience to Ensure the Right Users Convert to Reduce Shopping Cart Abandonment

  • Is it clear on your site what makes you special to your customers? How can you safeguard your core value proposition when going digital?
  • How are the leaders innovating and achieving a seamless customer experience that converts?
  • Friction annihilation 101: what does it take to successfully support online conversion? Why are your customers abandoning their carts?
  • Managing product information offline and online: How can you translate the advice part of the sales process onto a digital platform?
  • Tracking your customer behaviour online as well as offline and finding new ways to use this data to improve your offering

11:50 AM - 12:30 PM Panel Discussion - The Journey vs the Experience: How to Get Closer to Your Customer to Support Community Creation and Brand Interaction

  • Why online brand visibility and content is key: Combatting the risks of having too narrow a focus on the customer journey to convert
  • Keeping the end in mind: what does your customer want across the various touch points from beginning to end?
  • How can you create and retain loyalty from the start to end of the journey to avoid cart abandonment

12:30 PM - 12:50 PM Case Study - Redesigning the Customer Journey: How to Create an Effective Omni-channel Experience that Goes Beyond Conversion to Create Loyalty

  • Should your customers be enabled to do everything they need online vs offline?
  • Who knows when your customers drop off? How can you access that information?
  • How to spot trends in the customer journey: are there specific pain points and frictions stages where the majority of your customers disappear from the buying process?
  • What are the ways to visualising the trends and aggregated data in relation to the customer journey across their interaction with the various business units?

12:50 PM - 2:00 PM LUNCH

TRACK A - Agility & Speed

2:00 PM - 2:05 PM Chair’s Opening Address

TRACK A - Agility & Speed

2:05 PM - 2:45 PM Panel Discussion - How to Develop Agility Where There is None: Investing in Technology, Re-designing Processes and Setting Common Goals to Increase Your Digital Performance

  • Is digital excellence a common goal across all business units to increase IT’s cooperation and create system agility?
  • Taking the value-chain into account: how to identify digital bottlenecks across the wider enterprise environment
  • Budgeting your platform investment on the long-term: why RoI calculation follows a different process

TRACK A - Agility & Speed

2:45 PM - 3:25 PM Panel discussion - Changing Processes to Create a Culture of Testing and Selling: How to UseYour Organizational DNA & Corporate Culture to Add More Nimbleness

  • Pilot testing and proving the RoI: how to get pilot test to become part of the corporate culture
  • Allowing failure: how to get past the 100% safety requirement of traditional organisations to boost digital innovation?
  • How to promote data-driven decision making and stop bad habbits across business units?

TRACK A - Agility & Speed

3:25 PM - 3:45 PM Case Study - How to Implement an Agile eCommerce Platform into a Traditional Waterfall Organisation

  • Now that you have a new shiny platform, how to get buy-in from the IT department to develop processes suiting the new technology?
  • When your platform developer are used to agile, how can your waterfall-based organisation support integration?
  • What is your role in facilitating communication between both?

TRACK B - Digital Marketing & Sales Enablement

2:00 PM - 2:05 PM Chair’s Opening Address

TRACK B - Digital Marketing & Sales Enablement

2:05 PM - 2:45 PM Panel Discussion - How to Create an Effective Digital Marketing Campaign to Increase Customer Reach

  • How can you shift your entire marketing team to think digital first?
  • How to make digital an every day practice design and deliver campaigns that are as effective online as offline
  • Where do you start with your marketing team to create a holistic digital campaign that seamlessly runs across all channels?

TRACK B - Digital Marketing & Sales Enablement

2:45 PM - 3:25 PM Panel discussion - Effectively Moving From the Catalogue to Online Sales: How to Convince Internal Stakeholders of the Value of your Digital Offering to Ensure It Meets Your Customer Needs

  • From offline legacy habits to omni-channel thinking, what will be the biggest blocks to transforming to a digital first organisation?
  • Do you have a roadmap to re-design the customer experience that allows you to overcome internal road blocks?
  • Which internal processes can you simply or change to drive change. Where do you start?

TRACK B - Digital Marketing & Sales Enablement

3:25 PM - 3:45 PM Case Study - Measuring and Tracking your Digital Campaigns: How to Show and Share the True ROI of your Marketing Campaigns

  • Why is there still tension lingering between the sales function and the marketing function?
  • In terms of strategy, what can be done so that digital marketing is perceived as a valuable tool by all functions?
  • What can the digital marketing team do to support the initiatives of the sales department
  • Depending on the maturity of the business, how to measure and track to optimise investment

TRACK C - Artificial Intelligence & Customer Data

2:00 PM - 2:05 PM Chair’s Opening Address

TRACK C - Artificial Intelligence & Customer Data

2:05 PM - 2:45 PM Panel Discussion - How will Using Predictive Analytics and Algorithms Improve Your Customer Experience Offering and Increase Your Competitive Edge

  • At which stage of your transformation can you start considering investing in AI?
  • Can an algorithm accurately predict the behaviour of your customers and show quick ROI?
  • How can you integrate predictive analytics into your current business model?
  • What needs to be done today as well as tomorrow to leverage the power of predictive sales tools?

TRACK C - Artificial Intelligence & Customer Data

2:45 PM - 3:25 PM Panel discussion - GDPR Compliance: How to Prepare, Develop and Implement Best Practices to Minimise your Legal Risk

  • How to draw the line between which parts of the programme can be designed in-house and which parts need the support of external support
  • What are the keys to ensuring synergy between the legal department, IT and the front-end?
  • The May 2018 deadline: assessing the weakest links of your current strategy that need to be tackled as a priority
  • Duties of data users and data owners: what everybody should know
  • De-development a compliance-safe marketing strategy: where to start, what to keep, what to forget
  • Understanding where the data comes from, where it is going and where it is stored: going beyond the technical elements of the IT challenge

TRACK C - Artificial Intelligence & Customer Data

3:25 PM - 3:45 PM Case Study - Beyond the Chief Datal Officer: How can your Digital Team More Effectively Mine Data, Segment and Use Predictive Modelling to Support Growth?

  • What should be the boundaries of the responsibility of the customer insight function?
  • Is that function enough, necessary, sufficient to create a customer personae and understand your customer digital footprint?
  • How can other business units understand and contribute to customer data and insights to deliver value?

TRACK D - Interactive Roundtables

2:00 PM - 2:05 PM Chair’s Opening Address

TRACK D - Interactive Roundtables

2:05 PM - 3:45 PM Roundtables

  1. Account Base Marketing: Tackling the Basics
  2. Channel Conflicts: What are the steps you need to take to ensure your online shop does not cannibalise your other channels
  3. Can you achieve a complete omni-channel integration?
  4. Does Mobile convert in B2B?
  5. What do Blockchain and bitcoin mean to the B2B Industry?
  6. How does increased market transparency shake the foundations of how B2B organisations do business
  7. Who is your new competition and what do you need to do to defend your market position?
  8. Increasing exposure and conversions across borders: how to boost your SeO in all geo-locations

3:45 PM - 4:25 PM AFTERNOON BREAK

TRACK A - Unique Customer Value Proposition

4:25 PM - 5:05 PM Panel Discussion - Improving your Competitive Edge: How to be Perceived as a Service Provider and an Enabler and Not Only a Product Manufacturer or Distributor

  • With so many new and untested competitors, how can you dodge the race to the bottom and create a value proposition that differentiates you?
  • How to create digitally fueled efficiencies that will set you apart in the eyes of your customer?
  • How can you position yourself as a service provider while keeping a strong brand for your product?
  • Why are support and advice the new keys to your competitiveness

TRACK A - Unique Customer Value Proposition

5:05 PM - 5:25 PM Case Study - Innovation at the Core of Your Digital Strategy: How to Use Customer Data and New Technologies to Create a Unique Customer Value Proposition

  • How can you speed up innovation to get to market sooner?
  • Why separating the innovation centre from the short term profit-driven business units is key to ensure success
  • With a strong pressure on margins, how discovering a niche and showing this to your customer is key to ensure your survival on the long-run

TRACK A - Unique Customer Value Proposition

5:25 PM - 5:30 PM Chair’s Closing Remarks

TRACK B - Content Generation

4:25 PM - 5:05 PM Panel Discussion - Running Out of Interesting Things to Say? How to Create Stronger Content on a Larger Scale to Drive Engagement

  • Tackling the basics when it comes to content marketing: how to organise it? How much of it? How to do it? How to do shared services?
  • Social media: sharing the latest updates or introducing new product launches?
  • What do your customers expect to get on social media?
  • How to use your sales teams to amplify your message
  • Can content marketing be exactly targeted?
  • How to add value and engage in real time

TRACK B - Content Generation

5:05 PM - 5:25 PM Case Study - Are You Effectively Connecting Your Product to Industry influencers to Expand Your Digital Reach?

  • For incumbents targeting a neighbour market: how to get recognition via a mix of media channels while targeting the right people
  • Key influencers and stakeholders beyond the value chain: what it means to leverage the power of new thoughts and innovative ideas
  • Understanding your eco-system in depth to understand which role the organisation plays and find the relevant influencers and issues to focus on

TRACK B - Content Generation

5:25 PM - 5:30 PM Chair’s Closing Remarks

Track C - Customer Data & Insights

2:25 PM - 3:05 PM Panel Discussion - Leveraging Customer Data to Deliver the Right Content at the Right Time: How To Develop a Life-cycle Marketing Approach to Delight Your Customers At Every Turn

  • How to start your marketing campaigns with the customer pain points front of mind
  • What does an outside-in approach look like concretely from an internal perspective?
  • How to get people to ditch the product-focus approach
  • How to use talent as a support for your strategy

Track C - Customer Data & Insights

5:05 PM - 5:25 PM Case Study - The Single Customer View: Are you Effectively Using Your Customer Data to Deliver a Truly Unique Value Proposition That Engages and Converts?

  • How to determine and measure key customer behaviours and get access to the relevant raw data that is key for you to measure and apprehend to get a single customer view
  • How to collect and safely store key customer data that is both compliant and easily accessible
  • How to structure key customer data and publish it in a language accessible for the relevant business units and can tie back into the several touch points your customers have with the different units
  • How to analyse and interpret key customer data to turn it into actionable insights that can create the unique customer value proposition your brand aspires to

Track C - Customer Data & Insights

5:25 PM - 5:30 PM Chair’s Closing Remarks

TRACK D - Invite-Only Heads of Digital Think Tank

4:25 PM - 5:30 PM How to Lead the Change to a Fully Digital Organisation

  • How can you accelerate your digital transformation?
  • Finding a new moon and Shipping half your workforce there to adopt digital, is that the solution?
  • How to transform digitally while keeping the entire value chain front of mind

5:30 PM - 6:30 PM COCKTAIL RECEPTION