B2B Online Europe 2018

28 - 29 November, 2018

Postillion Convention Centre Amsterdam

44(0)20 73689894

Day 2 - 29th November

8:00 am - 8:25 am Registration and welcome coffee

8:25 am - 8:30 am Welcome remarks

8:30 am - 8:40 am Chairperson’s opening address:

Staying Ahead Of New Tech Trends

8:40 am - 9:00 am FIRESIDE CHAT: How to connect production, service and logistics with predictive analytics to deliver on the capabilities required for the Industry 4.0 revolution

Mark Sutherland - eCommerce Director Ricoh Europe Axel Schmidt - Chief Digital Officer Wacker Chemicals
·         How will the move towards digital in manufacturing impact the entire value chain?
·         What are the synergies and gaps between digital manufacturing and digital marketing?
·         What needs to be done today as well as tomorrow to leverage the power of predictive sales tools?
·         At which stage of your transformation can you start considering investing in IoT connectivity?
·         Can an algorithm accurately predict the behaviour of your customers and show quick ROI? 
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Mark Sutherland

eCommerce Director
Ricoh Europe

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Axel Schmidt

Chief Digital Officer
Wacker Chemicals

9:00 am - 9:20 am Watson innovations uncovered: 5 crucial Omnichannel B2B Commerce trends you should look out for to thrive in the future landscape

Russell Scherwin - Chief Marketing Office, Watson Commerce IBM
Omni-channel B2B commerce entails consistency across field and digital selling channels. You will learn to provide your sales and marketing leaders with the ability to execute market strategies in every customer interaction, while optimizing margin in every transaction. Attendees will leave this keynote with insights on addressing B2B Commerce projects, 5 critical success factors, and how to avoid common adoption challenges.
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Russell Scherwin

Chief Marketing Office, Watson Commerce
IBM

9:20 am - 10:00 am CHIEF DIGITAL OFFICER PERSPECTIVE: Prioritising your innovation spend: What are the best emerging technologies that are most likely to deliver long term results for your business and should be considered in your investment plans?

Manufacturers and Distributors are breaking free of traditional operations, but finding a balance between innovative technology and traditional sales is challenge. Businesses are becoming nimble and agile to understand the customer on a deeper level from discovery to order/checkout. Dr Rahyman Kress shares his priorities:
 
·         How to achieve harmonious channels: using human interaction and digital to enhance your sales through the implementation of seamless technology
·         How to identify which digital tools you should invest in to add real value to your customers shopping experience
·         How strike the balance of human and tech interactions to avoid the mistake of over investing in digital technologies that do not add value to the customer journey
Future tech: looking out for tomorrow’s opportunities

10:00 am - 10:20 am CASE STUDY: JuZo - How to successfully scale a global, complex product and custom pricing business in less than 6 months using a minimal viable product (MVP) strategy to deliver a state-of-the-art B2B commerce solution

Christian Marquardt - eCommerce Manager Julius Zorn Stefan Willkommer - CEO Magneto
·         How do you enable customers to digitally order highly complex products, in a “make to order” process with custom pricing and reduce order processing time by 95%
·         How adopting a MVP strategy can ensure time to value yet deliver state-of- the art automated ordering processes and an increase in process quality
·         Innovate to simplify – how a product configurator in a headless environment is able to serve more than 50,000 product variants and reduces error rate by 85%
Understand what specialist B2B tech is required to support customer demands that are much higher than in B2C
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Christian Marquardt

eCommerce Manager
Julius Zorn

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Stefan Willkommer

CEO
Magneto

10:20 am - 10:40 am GUEST SPEAKER: How to tap into your shoppers basic behavioral drivers when using immersive technology to move them along the path to purchase

Kate Nightingale - Head of Consumer Behaviour & Psychology Lecturer, Founder London College of Fashion, Style Psychology Ltd.
·         Building emotional intimacy: How can you get to know your customers more intimately to forge lasting and emotional connections for your brand?
·         Forging friendships: How can you engage with your consumers to gain their trust and turn infrequent shoppers into your biggest buyers and maintain brand loyalty?
·         Beyond customer data: How can you gain a deeper understanding of your customer’s habits, wants and desires to better fulfil their shopping needs?
·         How can you accurately monitor and measure the personal interactions in the shopping journey to improve the human side of your in-store experience?
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Kate Nightingale

Head of Consumer Behaviour & Psychology Lecturer, Founder
London College of Fashion, Style Psychology Ltd.

10:40 am - 11:10 am Morning networking break

STREAM A – Applying Advanced Data Analytics

11:10 am - 11:40 am CASE STUDY INTERACTIVE: How can you use predictive analytics to reduce customer churn, grow accounts, and bring sales and marketing onto the same page?
·         Implement innovative methods of predictive analytics
·         Predict and target segments with the greatest profit potential
·         Assess the likelihood of customers defecting to the competitors
·         Turn data into a story for your marketing needs—unlocking data’s potential to create a greater customer interactive

STREAM A – Applying Advanced Data Analytics

11:50 am - 12:10 pm CASE STUDY: Causation over correlation – How to use data to demonstrate the value of multichannel customers and convince C-Suite to take action
Devashish Saxena - Group VP, Global eCommerce and Multichannel Convergence Rexel
·         How to establish a clear and concrete causal relationship between your online and offline channels that defines the value of a multichannel customer
·         Tactics to make a strong persuasive argument to drive the C-Suite into action
·         Show how online investments influence and drive offline sales
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Devashish Saxena

Group VP, Global eCommerce and Multichannel Convergence
Rexel

STREAM B – Exploiting New Digital Marketing Innovations

11:10 am - 11:50 am CASE STUDY INTERACTIVE: How can you best adapt digital marketing campaigns across channels to achieve maximum ROI?
Antoine Aranda - Director Digital Marketing Europe VWR
·         How can digital marketing contribute towards lead generation?
·         What is a typical timing for ROI within B2B industries?
·         How to communicate the value and increase the adoption of marketing campaigns by sales staff
·         How to demonstrate the ROI of a digital marketing campaign
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Antoine Aranda

Director Digital Marketing Europe
VWR

STREAM B – Exploiting New Digital Marketing Innovations

11:50 am - 12:10 pm CASE STUDY: How to leverage influencer marketing, social media and brand ambassadors to boost your brand awareness
Christian Skaar - Head of eCommerce L'Oreal
·         Understand how to leverage social media at each stage of the planning process, including listening to inform
·         Why social media success is dependent on many other factors, including content, ecosystem, journey planning and social advertising budget
·         The need to leverage both brand and employee channels in your campaign, and the objective of each
·         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
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Christian Skaar

Head of eCommerce
L'Oreal

STREAM C – Attributing The Customer Journey

11:10 am - 11:50 am CASE STUDY INTERACTIVE: Looking beyond the last click: How to leverage multi-touch attribution techniques to evaluate campaigns across multiple platforms and better understand the entire path to purchase
Chris Matenaers - Marketing Director Grainger Global Online
·         Using personalisation and attribution to identify high value customers
·         Getting away from last-click attribution modelling: what are the alternatives to this?
·         Considering the unique needs of your business first and foremost
·         Creating a sustainable model that is robust and customer focused
·         What KPIs define success for each channel?
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Chris Matenaers

Marketing Director
Grainger Global Online

STREAM C – Attributing The Customer Journey

11:50 am - 12:10 pm CASE STUDY: TBC
Nikolas Rizos - European Digital Marketing Lead Edwards Lifesciences

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Nikolas Rizos

European Digital Marketing Lead
Edwards Lifesciences

STREAM D – Interactive Working Groups

11:10 am - 11:50 am WORKSHOP: How to optimise your digital channels for different maturity models post implementation to stay ahead of the competition
TBC, Intershop

STREAM A – Igniting Your Search Effectiveness

12:10 pm - 12:50 pm CASE STUDY INTERACTIVE: How to dynamically increase the effectiveness of your SEO strategy to ensure your customers can find you with ease
Dorothee Rembold - Head of Digital Marketing Bossard
·         Search engine optimization strategies to fuel long term growth
·         How to gain better results in mobile SEO
 
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Dorothee Rembold

Head of Digital Marketing
Bossard

STREAM A – Igniting Your Search Effectiveness

12:50 pm - 1:10 pm OXFORD-STYLE DEBATE: Amazon and Alibaba are a big disruption, but we can turn it to our advantage – AGREE / DISAGREE?
Bettina Hoppmann - eCommerce Account Manager 3M
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Bettina Hoppmann

eCommerce Account Manager
3M

Roundtable 1: Evaluating emerging technologies to drive next horizon innovation in your business
Jean-Louis Keraudren, Head of Digital Integration & eCommerce, Hilti

Roundtable 2: Re-thinking buyer behavior in a digital age: Top tips to stay ahead of the curve
Alexander Emmert, Global  Digital Business Leader, Förch 

Roundtable 3: Mistakes to avoid when evaluating a platform, Episerver 

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Alexander Emmert

Global Head of Digital Business
Förch

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Jean-Louis Keraudren

Head of Digital Integration & E-Commerce
Hilti

Roundtable 1: How to stop unauthorised sellers and regain control of who gains access

Roundtable 2: "5 valuable lessons from 25 B2B leading digital commerce experts. What can you learn from them?" moderated by Herbert Pesch, Founder Evident Digital.

Roundtable 3: How to move from a campaign idea identified in a marketing plan to a result focused, successful architected campaign using latest marketing automation technologies

Sonja Eichmann von, Digital Marketing Manager (West Europe), 3M

Roundtable 4: 
Do your customers care about Industry 4 (or 5)? How to put the person back into personalisation
Alan Cooper, Owner, Freestyle Agency

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Sonja von Eichmann

Digital Marketing Manager, West Europe
3M

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Alan Cooper

Owner
Freestyle Agency

STREAM C – Drill-down Roundtables

12:10 pm - 12:50 pm Marketing & Content Creation
Beniamino Gagliardi - Global VP of Digital Enablement Schneider Electric Gavin Finn - President & CEO Kaon Interactive
Roundtable 1: How to exploit big data to decode customer interactions and gain a competitive edge
 Beniamino Gagliardi, Global VP of Digital Enablement, Schneider Electric

Roundtable 2: Sharing the latest advanced alternatives in customer engagement to improve conversion rates 

Roundtable 3: Case Studies: A Roadmap to Digital Transformation Success
Gavin Finn, President & CEO of Kaon Interactive

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Beniamino Gagliardi

Global VP of Digital Enablement
Schneider Electric

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Gavin Finn

President & CEO
Kaon Interactive

Roundtable 1: How to leverage partnerships to achieve a customer-first digital approach whilst maximising profits
 
Holger Pietzsch, Head of Business Model Transformation in Services, Marketing and Digital, Caterpillar

Roundtable 2: Driving eCommerce success: How to leverage engaging supply chain strategies that align with distributors
 
Marta Dalton, Director of eCommerce, Unilever 
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Holger Pietzsch

Head of Marketing and Solutions Deployment
Caterpillar

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Marta Dalton

Global Director for B2B and B2C ecommerce
Unilever

STREAM D – Interactive Working Groups

12:10 pm - 12:50 pm COGNIZANT WORKSHOP:

1:10 pm - 2:10 pm Networking lunch

STREAM C

1:10 pm - 2:10 pm IBM Private Hosted Lunch: It’s a New Omnichannel B2B World ( Invitation-only)

STREAM D

1:10 pm - 2:10 pm Exclusive Hosted Lunch

STREAM A – Delivering A Unified Channel Experience

2:10 pm - 2:30 pm CASE STUDY: How to integrate your online and offline channels to deliver a consistent experience across all of your customer touchpoints
Richard Waight - Head of Multi Channel eCommerce Bio-Rad Laboratories
·         How to combine online and offline techniques for a better customer journey
·         How to identify all of your marketing channels and determine the best combinations to integrate the on-off line worlds
·         The challenge of offering  to the customer a consistent purchasing experience if it is online, on the phone or in store
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Richard Waight

Head of Multi Channel eCommerce
Bio-Rad Laboratories

STREAM A – Delivering A Unified Channel Experience

2:30 pm - 2:50 pm CASE STUDY: How to seamlessly link your digital marketing activities with your eCommerce offering to remove friction for your customers
Luis Marcos - Digital Transformation Officer Honeywell
·         Delivering relevant, helpful and timely features to customers by unlocking the company's data-rich internal environment
·         Providing a one-stop location for all products, tools, and services
·         Creating new user behavior analytics and insights to identify and act on marketing and sales opportunities
Driving ROI and differentiation in the marketplace by better serving customers’ needs
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Luis Marcos

Digital Transformation Officer
Honeywell

STREAM B – Mastering Product Information Management Systems

2:10 pm - 2:30 pm CASE STUDY: How to leverage advances in PIM and make it the cornerstone of your multi-channel strategy
Frank Kuestner - Head of Digital Strategy Ardex
·         How can manufacturers get rid of dirty data? What efficient ways exist to clean the master data in support of sound product enrichment?
·         Which solutions and platforms exist to support product enrichment and PIM?
·         How can manufacturers leverage existing tools to support content?
How can a true collaborative mind-set exist between manufacturers and distributors to drive customer engagement? 
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Frank Kuestner

Head of Digital Strategy
Ardex

STREAM B – Mastering Product Information Management Systems

2:30 pm - 2:50 pm CASE STUDY: How to optimise your product data to seamlessly manage disparate distribution channels across geographies
Beverly Peeling - Associate Director Online Digital Strategy Kimberly-Clark
·         Best practices in housing data and distributing to internal teams
·         Why product information, such as specifications, functionality and imagery—should be at the heart of any digital strategy
Ensuring the data feed optimization process is continuous 
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Beverly Peeling

Associate Director Online Digital Strategy
Kimberly-Clark

STREAM C – Redefining Your Digital Culture

2:10 pm - 2:30 pm CASE STUDY: How to break down sales and marketing siloes to achieve greater collaboration and promote an aligned digital culture
Fabian van Hoegee - Senior Director, B2B Marketing & Sales Excellence , Europe, Middle East & Africa Canon
·         How to structure commercial teams to put a premium on building a culture of collaboration
·         What technology should you implement to ensure the sharing of data is seamless and add value to both parties
·         How a collective approach to lead generation can optimise your commercial models
How sales can use market segmentation and value proposition to sell strategically
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Fabian van Hoegee

Senior Director, B2B Marketing & Sales Excellence , Europe, Middle East & Africa
Canon

STREAM C – Redefining Your Digital Culture

2:30 pm - 2:50 pm CASE STUDY: How to maintain C-suite engagement on long-term projects that are slow to demonstrate ROI
Jean-Louis Keraudren - Head of Digital Integration & E-Commerce Hilti
·         How to ensure that your efforts will be successful and still relevant in 5 years time
·         Getting senior buy-in for long-term projects
·         How to develop a clear framework for  digital transformation and examine the impact the change will have across the entire business
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Jean-Louis Keraudren

Head of Digital Integration & E-Commerce
Hilti

STREAM D – Interactive Working Groups

2:10 pm - 2:30 pm MASTERCLASS: Typical concerns in B2B digital transformation and how to solve them
Alfred Hawawini - Director of Business Development, B2B Mirakl
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Alfred Hawawini

Director of Business Development, B2B
Mirakl

STREAM A – eCommerce Unleashed

2:50 pm - 3:10 pm CASE STUDY: How to Integrate your ERP system with eCommerce to build a high performing agile e-Business experience
Christian Filipcic - Director, Global Equipment Customer Service Center & eCommerce Dentsply Sirona
·         Defining what information you need from your store in order to make your ERP more effective
·         Ensuring your inventory data is reliable – where are the gaps?
Testing and reiterating constantly to avoid missing any opportunities
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Christian Filipcic

Director, Global Equipment Customer Service Center & eCommerce
Dentsply Sirona

STREAM A – eCommerce Unleashed

3:10 pm - 3:30 pm CASE STUDY: Exploiting next-generation eCommerce: How to automate time-intensive processes to gain efficiencies
Freek Van Den Broek - Business Insights Success Manager DSM Data Analytics Center of Excellence
·         Identifying what parts of the order lifecycle will benefit from automation
·         Considering the benefits of the most common use cases of automation: inventory management, invoicing, shipping, returns and customer service
·         How to determine your trigger, condition and action logic
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Freek Van Den Broek

Business Insights Success Manager
DSM Data Analytics Center of Excellence

STREAM A – eCommerce Unleashed

3:30 pm - 3:40 pm DIGITAL EXPERIENCE PLATFORM: How to increase revenue by unifying content, commerce & personalization in one platform
Joey Moore - Director of Product Marketing Episerver
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Joey Moore

Director of Product Marketing
Episerver

STREAM B – Coming Disruptive Technologies

2:50 pm - 3:10 pm CASE STUDY: Making sense of the Internet of Things: How can you leverage it to move from a transactional to a continuous service model
Holger Pietzsch - Head of Marketing and Solutions Deployment Caterpillar
·         What are the new business models that are likely to be developed on the basis of the new opportunities presented by IoT
·         How will innovation in IoT impact B2B thinking?
·         Pilot phase: agile or risk-adverse? What methodology is best suited to developing and deploying an IoT strategy?
·         How do you set up and ensure efficiency of the IoT based investment?
·         How do you live and operate in a totally connected world?
·         Data creation, access and analyse – how can marketing leverage the data created?
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Holger Pietzsch

Head of Marketing and Solutions Deployment
Caterpillar

STREAM B – Coming Disruptive Technologies

3:10 pm - 3:40 pm CASE STUDY: How to embrace disruptive technologies and adopt start-up agility to achieve new business opportunities and operational efficacy
Holger Ruckdaeschel - Head of Digital Innovation BASF
·         Embracing disruptive technologies and partnering with the latest innovators to maxmise wider business success
·         Identifying and making sense of the latest trends, opportunities and  technologies
·         How adopting a start-up agility means embracing change and responding quickly to opportunities as they arise
·         Leveraging technology to get closer to the end customer
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Holger Ruckdaeschel

Head of Digital Innovation
BASF

STREAM C– Interactive Working Groups

2:40 pm - 3:30 pm CREATIVE BOARDROOM: Digital leaders knowledge exchange: Your opportunity to tackle specific manufacturing challenges and opportunities with your peers at the same maturity level

3:40 pm - 4:10 pm Afternoon networking break

Redefining the Manufacturer / Distributor Relationship

4:10 pm - 4:30 pm CASE STUDY: Creative collaboration: optimising partner relationships to increase online sales

Wendy Dirne - Director Digital Partnerships Signify
·         Fostering a practical, solutions based culture of innovation with your partners
·         Providing new collaboration and communication methods for eCommerce data insights
·         Creating flexible & diverse eCommerce experiences that cater to specific market segments and user behaviours
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Wendy Dirne

Director Digital Partnerships
Signify

4:30 pm - 5:10 pm ALL STAR PANEL DISCUSSION: As the route to the customer changes and lines blur, how can we leverage a multi-channel framework to optimise our relationship in the new digital age?

Killian Veer - Co-Founder Zageno Sam Talya - Global Lead For B2B Ecommerce Philips Perng Chian Chew - Senior Commercial Director Smith & Nephew Leszek Izdebski - Group VP, Digital Transformation, Americas ABB
·         Figuring out what effects marketplaces are having on eCommerce, positively and negatively
·         Distribution approaches that allow brands to more easily control their sales
·         Tactics to control the content for your brand’s marketplace listing
·         Business policies and procedures that will enhance a brand’s ability to assert legal claims against third-party unauthorised sellers
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Killian Veer

Co-Founder
Zageno

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Sam Talya

Global Lead For B2B Ecommerce
Philips

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Perng Chian Chew

Senior Commercial Director
Smith & Nephew

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Leszek Izdebski

Group VP, Digital Transformation, Americas
ABB

5:10 pm - 5:15 pm Chair’s closing remarks and end of conference