B2B Online Europe 2024
04 - 05 December, 2024
Hilton Dusseldorf
Day 1 - 28th November
7:30 am - 8:35 am
Registration and welcome coffee
8:35 am - 8:40 am
Welcome remarks
8:40 am - 8:50 am
Chairperson’s opening address
Peter Bruhn -
Senior Digital Advisor and Director Digital Transformation,
TAKKT
Accelerating Your Digital Transformation Journey
8:50 am - 9:10 am
IN CONVERSATION WITH A CHIEF OPERATING OFFICER DIGITAL: How to embrace disruptive technologies to achieve business agility and transform into a digital powerhouse
Dr. Otto Preiss -
Chief Operating Officer Digital,
ABB
· How ABB has embraced disruptive technologies, investing in their own innovative technology
· ‘ABB Ability’ – a global platform that connects customers, partners, suppliers and developers using IoT to services and expertise, turning data insights into the direct action, generating customer value and retention
· Hear about the digital trends, threats and opportunities affecting the value chain and ABB’s strategy in response to these changes
· Learn how to use innovations to improve data visibility and optimise your sales, marketing and eCommerce operations
9:10 am - 9:30 am
THE CHIEF MARKETING OFFICER’S PERSPECTIVE: Turning market disruption into a competitive advantage: How the board can align organisational adaptability, leadership and innovation to accelerate your digital transformation project
Scott Allen -
UK Chief Marketing Officer,
Microsoft
•Why digital-first thinking matters for B2B companies in order to achieve innovation throughout the organisation
•How new advances in digital strategy will help to create a perfect synergy between eCommerce, loyalty, marketing and advertising in order to really understand how our customers buy
•How to redefine the customer experience by leveraging next-generation technologies across multiple channels in enterprise and global landscapes
•The importance of making educated decisions and taking action in real time based on data not just instincts
•Using agile development methodologies to react quickly to business need
9:30 am - 10:05 am
PANEL DISCUSSION: Now you have your digital foundation in place, what do you need to do next to keep pace with the rapid change in digital innovations such as automation, AI and cloud platforms?
Luis Marcos -
Digital Transformation Officer,
Honeywell
Ales Drabek -
Chief Digital & Disruption Officer,
Conrad Electronics
Peter Bruhn -
Senior Digital Advisor and Director Digital Transformation,
TAKKT
Farrukh Shad -
Senior Vice President, Retail Strategy & Global Ecommerce,
Schneider Electric
Holger Pietzsch -
Head of Marketing and Solutions Deployment,
Caterpillar
· How to identify gaps in your commercial processes and assess needed capabilities to initiate digital transformation
· How can digital technology support and contribute towards your business objectives?
· Distinguishing between fad and reality: How can you leverage advanced technologies such as AI and VR in your business to boost the bottom line?
· How artificial intelligence is moving to a broader platform that will inform us of every aspect of the customer journey
· The latest B2B eCommerce platform strategies, moving from basic support capabilities to capture and retain channel-agnostic customers
· Driving enterprises to move towards fast, cost-effective, custom eCommerce applications that go beyond the shopping cart
10:05 am - 10:25 am
KEYNOTE PRESENTATION: How to implement an advanced multi-channel eCommerce framework to tailor your online customer journey for the modern buyer
Ajit Sivadasan -
VP, Global eCommerce/Digital Marketing,
Lenovo
•Should your customers be enabled to do everything they need online vs offline?
•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 visualise the trends and aggregated data in relation to the customer journey across their interaction with the various business units?
10:25 am - 11:05 am Morning networking break
10:25 am - 11:05 am WORKSHOP: Are hurdles, hoops & red tape keeping buyers from purchasing online? How to design a 5-star omni-channel experience to increase sales and boost customer loyalty
Kirby Montgomery - Director of Product and Design, MSTSKirby Montgomery
Director of Product and DesignMSTS
Making The Transition To A Customer-Centric UX
11:05 am - 11:25 am
KEYNOTE PRESENTATION: Unleash the power of artificial intelligence and analytics to transform B2B content and deliver outstanding ROI & customer experience
Indranil Roy Choudhury -
Chief Operating Officer,
Codifyd
Alan Miller -
Principal consultant, content strategist and Europe lead,
Codifyd
11:25 am - 11:45 am
CASE STUDY: How to meet increasing expectations whilst delivering today’s business: organising for continuous innovation on all horizons
Dr. Alireza Tavakoli -
Global Head of Program Management & Innovation - Digital Transformation,
thyssenkrupp
Dr. Alireza Tavakoli
Global Head of Program Management & Innovation - Digital Transformationthyssenkrupp
11:45 am - 12:05 pm
KEYNOTE PRESENTATION: Driving Digital Customer Engagement in Industrial Markets: How to Leverage Digital to Transform Your Customers’ Experiences and Your Business Strategy
Georges Houtappel -
Senior Vice President, Marketing and Business Development,
Solvay Specialty Polymers
In this session, attendees will hear from leading chemical manufacturer, Solvay, about its digital journey and growth. You will learn:
· How to start from strategy and leverage digital… not the other way around
· How to work from the customer journey to improve the B2B customer experience
· How to test & learn to see growthfrom digital by leveraging the salesforce platform
Georges Houtappel
Senior Vice President, Marketing and Business DevelopmentSolvay Specialty Polymers
12:05 pm - 12:45 pm
PANEL DISCUSSION: How to create a next-level customer experience across all channels to increase engagement and conversion rates
Jean-Come Renaudin -
Digital Marketing Programs Director,
Schneider Electric
Ole Mecker -
Global Director, Business Transformation,
Wacker Chemicals
Elliott Jacobs -
Director of Commerce Consulting,
LiveArea
Sushma Shirish -
Senior Director, Global eCommerce Strategy,
HP
Thomas Andersson -
Vice President Care,
Volvo Group
Bastian Latt -
Director,
eccelerate
Robert van Geffen -
Global Head of B2B Digital & Activation,
Philips
· What does customer-centric truly mean?
· Delivering unique personalisation using data and systems to make the experience between manufacturers and consumers seamless
· Proven methods to ensure relevancy through the customer’s entire process and explore the impacts of who owns it, relevant content, and how to maintain organizational support
· How to move from mass segmentation to personalisation across all the channels
12:45 pm - 1:05 pm
KEYNOTE PRESENTATION: Why and how Royal IHC embarked on a strategic journey to open-up the maritime industry by launching a digital commerce platform
Maaike de Rover -
Manager ShipSupport,
Royal IHC
Dominique van ‘t Hof -
Innovation & IT manager,
Royal IHC / ShipSupport
1:05 pm - 2:05 pm Networking lunch
STREAM C
1:05 pm - 2:05 pm Masterclass hosted by Salesforce B2B Commerce Georges Houtappel - Senior Vice President, Marketing and Business Development, Solvay Specialty Polymers Eric Marotta - Director, Product Marketing, SalesforceJoin an exclusive Masterclass Lunch hosted by Salesforce B2B Commerce, featuring speaker Georges Houtappel, SVP, Marketing & Business Development, Solvay Specialty Polymers and Eric Marotta, Director of Product Marketing, Salesforce B2B Commerce
See a demo of Salesforce B2B Commerce in action, and join an interactive Q&A where we go in-depth on how to engage buyers and grow revenue with a customer engagement platform.
Georges Houtappel
Senior Vice President, Marketing and Business DevelopmentSolvay Specialty Polymers
Eric Marotta
Director, Product MarketingSalesforce
STREAM D
1:05 pm - 2:05 pm Intershop Communications Exclusive Hosted Lunch Gerrit Enthoven - Director EMEA-West, Intershop
Chairperson: Holger Pietzsch, Head of Business Model Transformation in Services, Marketing and Digital, Caterpillar
STREAM A – Leveraging Data As Your Transformation Core
2:05 pm - 2:45 pm PANEL DISCUSSION: What business critical data sources should you be collecting to ensure you have the best quality data as a solid foundation to extract insights from?· Too much data: How to harmonize and centralize the process of data selection
· How to integrate the data from different sources and automate the process of big data application for a specific application area
· What tools should you be using in order to collect, select and store the right data for analysis?
· The importance of combining data from multiple sources into one unified system that helps to drive effective business outcomes
· How to develop an in house flexible data warehouse that allows quick updates and easy distribution
Freek Van Den Broek
Business Insights Success ManagerDSM Data Analytics Center of Excellence
STREAM A – Leveraging Data As Your Transformation Core
2:45 pm - 3:25 pm CASE STUDY INTERACTIVE: The benefits of B2B Marketplaces and how to ensure brand parity and customer experience excellence Niño Roman Cruz Santos - Director Vendor Development, ZAGENO· How to create and sustain an effective data analytics strategy
· Cutting through the noise – key data sources to focus on andhow to interpret the results
· How to build different personalisation scenarios in order to know to whom we are talking to, what and where to personalize
· How to understand purchase intent drivers, analyse segments, and derive insight with just a few clicks
· The importance of looking for the key of your audience in order to deliver content that they really care about and keeps them in the channel for longer
STREAM A – Leveraging Data As Your Transformation Core
3:25 pm - 3:45 pm CASE STUDY: How to reshape your distribution channels and lead digital transformation : the case of the railway industry with StationOne by ALSTOM Didier Bohin - President of the Marketplace StationOne, ALSTOM Benoit Feron - Co-founder & Global Head of Sales, IZBERG Marketplace Solution· How intermediation platform models allow you to rethink the distribution channels of your industry and enable digital transformation
· Feedbacks and key success factors for operational and technical challenges generated by digital transformation
Chairperson: Peter Bruhn, Senior Digital Advisor to Chief Digital Officers, TAKKT
STREAM B – Exploiting New Digital Marketing Innovations
2:05 pm - 2:45 pm CASE STUDY INTERACTIVE: The challenges of exploiting new digital innovations in the traditional industries Kelly Whalley - Global Head of Digital Marketing, Kingspan•What are the main challenges of moving from a non-digital to a digital strategy and how do you solve them?
•How to overcome resistance to change within your organisation
•How to differentiate your marketing communication strategy and determine the right amount of communications
•How to create a customer journey and ensure consistent engagement
STREAM B – Exploiting New Digital Marketing Innovations
2:45 pm - 3:25 pm CASE STUDY INTERACTIVE: Once you have defined your customer’s persona and analyzed their journey, how do you leverage this data with personalisation in your daily sales and marketing activities? Peter Bruhn - Senior Digital Advisor and Director Digital Transformation, TAKKT• How to provide consistent and personalised experiences with a single view of all customer interactions and transactions across all touchpoints and channels
• Finding the right balance between giving a personalised message and being too creepy
How to keep updating the persona as you receive more and more data
Chairperson: John Gustafsson, Regional Director of Human Resources, Hewlett Packard Enterprise
STREAM C – Hiring, Training And Developing The Dream Team
2:05 pm - 2:45 pm CASE STUDY INTERACTIVE: How can you up-skill and harness existing talent to ensure your workforce is central to the digital journey? Ole Mecker - Global Director, Business Transformation, Wacker Chemicals- Utilising your existing staff base to close the digital skills gap
- How to identify staff who will thrive in a digital environment
- Training – where to start?
- Providing on-going training to maintain engagement in the role
STREAM C – Hiring, Training And Developing The Dream Team
2:45 pm - 3:25 pm CASE STUDY INTERACTIVE: Recruiting digital rockstars: How to attract a new generation of tech-savvy millennials and leverage their talents to achieve digital success Pauliina Jämsä - Global Head of Mobile & Digital Experience, Siemens· How to pinpoint which talent will support your change management process and accelerate the digitalisation of your organisation
· How to get your traditional HR department to support the acquisition of fresh digital capabilities
· Millennials and attrition, how to minimise the attrition with talents who have too many options
· Can B2B be as attractive to digital natives as B2C?
STREAM C – Hiring, Training And Developing The Dream Team
3:25 pm - 3:45 pm CASE STUDY: How to transform from analogue to digital and achieve a scalable business model in an industrial company Mikko Saavalainen - Senior Business Development Vice President, Metsä Wood•What are the best methods to re-school sales representatives to transit form relationship-based to systematic strategic selling?
•How to improve change management within a sales teams and embed new changes into the company’s culture
•How to train your salesforce to find new commercial opportunities and proactively pursue them on continuous basis
STREAM D – Interactive Working Groups
2:05 pm - 2:45 pm PLATFORM WORKSHOP: Digital Experience Platform – How to increase revenue by unifying content, commerce & personalization in one platform Joey Moore - Director of Product Marketing, Episerver
3:45 pm - 4:25 pm
Afternoon networking break
STREAM A – Achieving Data-Driven Personalisation
4:25 pm - 5:05 pm INTERVIEW: How to unify your eCommerce platform and website whilst optimising their performance to deliver a personalised experience across channels Marta Dalton - Global Director for B2B and B2C ecommerce, Unilever Pauliina Jämsä - Global Head of Mobile & Digital Experience, Siemens· How to make sure that your eCommerce platform is supporting the business growth and expansion in order to be ready to sell in different regions
· With hundred thousands of SKUs, what are the main ways to design an appropriate and efficient website structure?
· Should user experience be the key focus governing the website structure design process?
· When working across multiple countries and to match local preferences how can website structure be optimised?
STREAM A – Achieving Data-Driven Personalisation
5:05 pm - 5:25 pm CASE STUDY INTERACTIVE: How to design digital commerce experiences and deliver on your personalisation goals in a multi-channel environment Paul Cooling - VP, Digital Commerce, Uniphar Group· Do you really understand the many customer personas and their many needs who are interacting with your business, both offline and online.
· How to create an effective 1:1 personalisation roadmap that helps companies to engage with their customer directly
· ‘Context is King’ when designing experiences. How understanding customer context can radically shift digital design journeys and patterns for your B2B customers.
· The importance of tracking every action that your customer does along the sales funnel in order to help you to better understand how you should personalise their experience next time
· How to use a mix of technology and commercial strategies to radically shift customers buying patterns and behaviour to a digital-first engagement.
STREAM A – Achieving Data-Driven Personalisation
5:25 pm - 6:05 pm CASE STUDY INTERACTIVE: Are you using your data correctly? How to create a personalisation strategy in digital marketing that fully exploits your data Nikolas Rizos - European Digital Marketing Lead, Edwards Lifesciences
STREAM B – Delivering Compelling Content
4:25 pm - 5:05 pm CASE STUDY INTERACTIVE: How to work with your technical team to develop killer content that resonates and engages your customers across all digital touchpoints Sushma Shirish - Senior Director, Global eCommerce Strategy, HP•How do we move FROM a campaign idea TO a result fucused architected campaign?
•Beyond awareness creation, how is inbound marketing a cornerstone of the digital strategy?
•How is content key in nurturing leads in the B2B environment?
STREAM B – Delivering Compelling Content
5:05 pm - 5:25 pm CASE STUDY INTERACTIVE: How to scale your eCommerce strategy from local to global while maintaining customer intimacy and an omni-channel presence Lars Elkjær Andersen - Global Director of eCommerce, Vestas· Commercial and digital drivers for ecommerce when starting from scratch in a non-digitalized space.
· Adjust ongoing ecommerce solution and adoption strategies to regional variations.
· Customising local services and maintain customer intimacy while also aiming for a global, scalable Omni channel approach
· Stakeholder management for ecommerce in a global company with strong local sales organisation autonomy
Context and learning: the notable differences in ecommerce strategy and internal communication when comparing B2B to B2C approach and needs
STREAM C – Promoting Sales Team Enablement
4:25 pm - 5:05 pm CASE STUDY INTERACTIVE: How to digitalise the field and promote a unified omni-channel approach by your salesforce to deliver a smarter and more seamless service for your customers Carlos Silva Lopes - Marketing Director, Dow Europe· What are the main organizational challenges and how to overcome them?
· How to integrate a new approach without affecting customers
· What tools can companies equip their salesforce with?
· How to utilise CRM data to mobilise your salesforce and get the commitment form your sales teams
Change management: How to ensure smooth adoption of a new model by your salesforce
STREAM C – Promoting Sales Team Enablement
5:05 pm - 5:25 pm CASE STUDY: Introducing predictive analytics for price optimisation: How to leverage AI to help your salesforce put together a various range of quotes in half the time Ales Drabek - Chief Digital & Disruption Officer, Conrad Electronics· How to effectively price to different customers: Size and payment behaviour
· How to set and manage the price of a product once it is on the market
· What are the ways to improve margins by winning more bids at better prices with account, competitor and deal analytics?
