B2B Online Europe 2017

November 27-November 29, 2017

Hilton Amsterdam

44(0)20 73689894

Day 1: 28 November 2017


8:50 AM - 8:55 AM Welcome Remarks - Debra Haym, Conference Director, B2B Online

Transforming to a Digital First Organisation

8:55 AM - 9:10 AM Chair’s Opening Remarks and Business Card Exchange

Neil Adamson, Managing Director, Accenture

Neil Adamson

Managing Director

9:10 AM - 9:30 AM Opening Keynote Presentation: Evaluating the Digital & Data Landscape: Where Are You Now, What is Possible & Where Do you Need to Be by 2020?

Shailesh Sood, VP Big Data & Data Science, Grainger
•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?


Shailesh Sood

VP Big Data & Data Science

9:30 AM - 10:10 AM All Star Panel Discussion: Adapting the Strategy to your Stage of the Digital Integration: Does Full Digital Transformation Make Sense or Would Creating a Separate Digital Channel Deliver a Greater ROI?

Vasuki Muralidhar, Head of eCommerce, Fabory (Grainger) Mikko Saavalainen, Senior Business Development Vice President, Metsä Wood Philippe Morin, Nordic Digital Officer, AirLiquide Pascal Smits, Digital Marketing, Global - Head Of Digital Transformation, Philips Lighting
•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


Vasuki Muralidhar

Head of eCommerce
Fabory (Grainger)

Mikko Saavalainen

Senior Business Development Vice President
Metsä Wood

Philippe Morin

Nordic Digital Officer

Pascal Smits

Digital Marketing, Global - Head Of Digital Transformation
Philips Lighting

10:10 AM - 10:50 AM Case Study Interactive: The Purpose-driven Digital Transformation: How to Keep your Brand Front and Centre to Ensure a Truly Effective Digital Transformation That Enhances Customer Loyalty and Extends Your Reach

Mirella Amalia Vitale, Senior Vice President, Marketing, Communications & Public Affairs, Rockwool Alessandro Bracco, Digital Marketing Director, Rockwool
•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

Mirella Amalia Vitale

Senior Vice President, Marketing, Communications & Public Affairs

Alessandro Bracco

Digital Marketing Director

10:50 AM - 11:30 AM MORNING BREAK

Creating a Customer Centric Digital Strategy

11:30 AM - 11:50 AM Case Study: How to Identify Your True Customer Decision-making Unit to Create an Effective Digital Offering

Patti Rowles, Global Sales Channel Manager, Sandvik Coromant


Patti Rowles

Global Sales Channel Manager
Sandvik Coromant

11:50 AM - 12:10 PM Client Case Study Practical Experiences Around Customer Centric Digital Strategy

Intershop Customer

12:10 PM - 12:30 PM Case Study: Innovation at the Core of Your Digital Strategy: How to Use Incumbent and Emerging Technologies to Develop Digital Products and Solutions to Boost the Customer Experience

Thomas Kolster, Head of Global Digital Marketing, Danfoss
•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


Thomas Kolster

Head of Global Digital Marketing

12:30 PM - 12:50 PM Case Study: Cloudcraze + Customer

12:50 PM - 1:50 PM LUNCH

12:50 PM - 1:50 PM Invite Only Masterclass Cloudcraze

TRACK A Developing Agility & Leveraging Customer Data

1:50 PM - 1:55 PM Chair’s Opening Address

TRACK A Developing Agility & Leveraging Customer Data

1:55 PM - 2:25 PM Panel Discussion - Developing Agility Where There is None: How Should you Invest in Technology, Re-design Processes and Set Common Goals to Increase Your Digital Performance?

Floris Jan Cuypers, Founder & CEO, Zamro Mark Sutherland, Ecommerce Director, Ricoh
•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

Floris Jan Cuypers

Founder & CEO

Mark Sutherland

Ecommerce Director

TRACK A Developing Agility & Leveraging Customer Data

2:25 PM - 2:45 PM Case Study: How to Go Beyond Direct Sales to Address the Complexities of Today’s B2B Customer Journey

Mark Bartlett, Chief Experience Officer, FPX
Today’s B2B customers expect a B2C-style experience across all channels and touch points. Yet many manufacturers struggle to deliver their complex products, services and solutions in the seamless, cohesive digital experience their customers have come to expect. In this enlightening session, Mark Bartlett — an expert practitioner of eCommerce and digital transformation and chief experience officer for FPX — offers a proven strategy to help manufacturers close the “Complexity Gap” and capitalize on a Multi-Trillion Euro opportunity.

Attendees will learn:
• Why today’s B2B customer journey is omnichannel
• How to exceed the rising expectations of the modern B2B customer
• Understand the “Complexity Gap” manufacturers face in this era of digital transformation
• How enterprise CPQ can help close the “Complexity Gap” and deliver a personalized, B2C-like experience across all buying and selling channels


Mark Bartlett

Chief Experience Officer

TRACK A Developing Agility & Leveraging Customer Data

2:45 PM - 3:05 PM Interview: How Can Using Predictive Analytics and Algorithms to Improve Your CX Offering and Increase Your Competitive Edge?

Patrick Attallah, Global Commercial Digital Transformation Director, DSM
•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?


Patrick Attallah

Global Commercial Digital Transformation Director

TRACK B Driving Digital Marketing

1:50 PM - 1:55 PM Chair’s Opening Address

TRACK B Driving Digital Marketing

1:55 PM - 2:25 PM Case Study Interactive: Measuring and Tracking your Marketing Automation Campaigns: How to Show and Share the True ROI of your Marketing Campaigns

Ellen Den Braber, Digital Marketing Operations Director, Schneider Electric
•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

Ellen Den Braber

Digital Marketing Operations Director
Schneider Electric

TRACK B Driving Digital Marketing

2:25 PM - 2:45 PM Case Study: Leveraging Product User Experience to Grow Digital Revenue in the New Age of B2B Commerce

Aamir Burki, Principal, Practice Lead Digital Strategy, Codifyd


Aamir Burki

Principal, Practice Lead Digital Strategy

TRACK B Driving Digital Marketing

2:45 PM - 3:05 PM Interview: Effectively Moving From the Catalogue to Online Sales: How Can you Convince Internal Stakeholders of the Value of your Digital Offering to Ensure It Meets Your Customer Needs?

Paul Kerssens, Head of Marketing, Zamro
•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?

Paul Kerssens

Head of Marketing

TRACK C Interactive Roundtables

1:50 PM - 1:55 PM Chair’s Opening Address

TRACK C Interactive Roundtables

1:55 PM - 2:45 PM Interactive Roundtables

Ferry Meijndert, CEO, Evident Eric Chemouny, SVP sales EMEA, Mirakl
1. You Can’t Plan the Digital Future You Need to Create It: How to Create A Pragmatic Approach to Your B2B Digital Transformation
Ferry Meijndert, CEO,Evident
2. Going Global with a Lean Web Team – Straight Talk and Lessons Learned from a Global Manufacturer
Craig Witt, EVP Sales, Motionpoint
3. The Amazon Effect Hits B2b: What Do Manufacturers and Distributors Need to be Doing?
Eric Chemouny, SVP Sales EMEA, Mirakl


Ferry Meijndert


Eric Chemouny

SVP sales EMEA

TRACK C Interactive Roundtables

2:45 PM - 3:30 PM Workshop

*Pre-registration Necessary*

*Limited Number of Participants*


TRACK A Developing Agility & Leveraging Customer Data

3:45 PM - 4:05 PM Client Case Study by Magento

TRACK A Developing Agility & Leveraging Customer Data

4:05 PM - 4:55 PM Case Study - Interactive GDPR Compliance: How Can You Prepare, Develop and Implement Best Practices to Minimise Your Legal Risk?

Llinos Jonathan, Former Executive Director ICS, Brand, Communications & Mktg, ITT
•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


Llinos Jonathan

Former Executive Director ICS, Brand, Communications & Mktg

TRACK A Developing Agility & Leveraging Customer Data

4:55 PM - 5:00 PM Chair’s Closing Remarks

TRACK B Mastering Content Generation

3:45 PM - 4:05 PM Case Study: Getting Recognition Via Influencers - How to Target the Right Recipients and Get Your Messages Amplified to Drive Marketing Impact

Inge Massen, Global Director Business Communications and External Affairs, DSM
  • How connecting to industry influencers will expand your reach of potential customers and decision makers
  • How to get recognition via a mix of media channels while targeting the right people to build a position in a new or emerging market
  • 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

Inge Massen

Global Director Business Communications and External Affairs

TRACK B Mastering Content Generation

4:05 PM - 4:55 PM Case Study Interactive: Running Out of Interesting Things to Say? How to Create Stronger Content on a Larger Scale to Drive Engagement

Zoltan Nahoczky , Global Digital Marketing & Transformation Lead, DuPont
•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


Zoltan Nahoczky

Global Digital Marketing & Transformation Lead

TRACK B Mastering Content Generation

4:55 PM - 5:00 PM Chair’s Closing Remarks

Track C Workshop *Pre-registration Necessary* *Limited Number of Participants*

3:45 PM - 4:55 PM Industry 4.0 in Focus: What it Means for Your Organisation, Your Customers and Your Strategy

Thomas Paschkowski, Digital Technology Scout, BASF
In this interactive workshop, Thomas will use his experience and expertise at BASF to lead participants to drill the ramifications and consequences of Industry 4.0

Thomas Paschkowski

Digital Technology Scout

Track C Workshop *Pre-registration Necessary* *Limited Number of Participants*

4:55 PM - 5:00 PM Chair’s Closing Remarks

5:00 PM - 6:00 PM B2B Casino Reception

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