B2B Online Europe 2024
04 - 05 December, 2024
Hilton Dusseldorf
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:
Dr Torsten Wingenter -
Co-Founder,
Initiative Digitalisation Mittlestand
Staying Ahead Of New Tech Trends
8:40 am - 9:10 am
PANEL: Digitalisation - What does it mean for B2B eCommerce, the platform economy and the relationships between manufacturers and distributors?
Mark Sutherland -
EMEA eCommerce Director,
Ricoh Europe
Axel Schmidt -
Chief Digital Officer,
Wacker Chemicals
Dr. Otto Preiss -
Chief Operating Officer Digital,
ABB
Sam Talya -
Global Lead For B2B Ecommerce,
Philips
· How will the move towards digital 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 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
· How do you connect production, service and logistics to deliver on the capabilities required for the Industry 4.0 revolution
9:10 am - 9:30 am
IBM WATSON INNOVATIONS UNCOVERED: Omnichannel B2B Commerce: 5 Crucial Considerations
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.
9:30 am - 10:00 am
ALL-STAR PANEL: How to leverage advances in data science, artificial intelligence and machine learning to achieve a more meaningful customer engagement strategy across all channels and increase conversion rates
Ajit Sivadasan -
VP, Global eCommerce/Digital Marketing,
Lenovo
Freek Van Den Broek -
Business Insights Success Manager,
DSM Data Analytics Center of Excellence
Farrukh Shad -
Senior Vice President, Retail Strategy & Global Ecommerce,
Schneider Electric
Dr Torsten Wingenter -
Co-Founder,
Initiative Digitalisation Mittlestand
Freek Van Den Broek
Business Insights Success ManagerDSM Data Analytics Center of Excellence
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,
TechDivision GmbH
· 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
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?
Kate Nightingale
Head of Consumer Behaviour & Psychology Lecturer, FounderLondon College of Fashion, Style Psychology Ltd.
10:40 am - 11:20 am
Morning networking break
STREAM A – Applying Advanced Data Analytics
11:20 am - 12:00 pm CASE STUDY INTERACTIVE: How can you use predictive analytics to reduce customer churn, grow accounts, and bring sales and marketing onto the same page? Miika Murremaki - Director of Digital Development, ABB· 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
12:00 pm - 12:20 pm CASE STUDY: Causation over Correlation - Using data to demonstrate the value of multichannel customers and convince C-Suite into 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
STREAM B – Exploiting New Digital Marketing Innovations
11:20 am - 12:00 pm CASE STUDY INTERACTIVE: Cross Border strategy-and how to grow with a drop shipment program? Kijo Oudshoorn - Chief Operating Officer, VidaXL· 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
STREAM B – Exploiting New Digital Marketing Innovations
12:00 pm - 12:20 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
STREAM C – Attributing The Customer Journey
11:20 am - 12:00 pm 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?
STREAM C – Attributing The Customer Journey
12:00 pm - 12:20 pm CASE STUDY: How to enhance the customer journey using personalisation, search and Chatbots to increase customer loyalty Morten Rudfred - Global Head of Digital Marketing Campaigns, RockwoolSTREAM A – Igniting Your Search Effectiveness
12:20 pm - 1:00 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
STREAM A – Igniting Your Search Effectiveness
1:00 pm - 1:10 pm DIGITAL EXPERIENCE PLATFORM: Building An International Multi-Carrier Strategy That Supports Your Growth Ambitions Kristof Verjans - Sales Executive NW Europe, MetaPack• Assessing why you need a multi-carrier fulfilment strategy and how to build it effectively
• Ensuring your strategy delivers operational savings and meets your international growth objectives
• Evaluating how your strategy can meet customers’ increasing expectations for choice and convenience
• Overcoming the key challenges retailers find in international delivery
• Evolving your carrier strategy to ensure successful international delivery in the future
STREAM B – Drill-down Roundtables
12:20 pm - 1:10 pm Drill-down Roundtables Alexander Emmert - Global Digital Business Leader, Förch Jean-Louis Keraudren - Head of Digital Integration & E-Commerce, Hilti Joey Moore - Director of Product Marketing, Episerver Bettina Hoppmann - eCommerce Account Manager, 3M Herbert Pesch - Managing Director and Owner, Evident Digital Alan Cooper - Owner, Freestyle Agency Robert Irwin - VP Business Consulting, VendavoRoundtable 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: 3 mistakes to avoid when evaluating a platform
Joey Moore, Director of Product Marketing, Episerver
Roundtable 4: How can you turn Amazon and Alibaba into an advantage?
Bettina Hoppmann, Digital Account Manager, 3M
Evident Roundtable 5: “How to take B2B ecommerce to the next level” (Invitation Only)
Herbert Pesch, Founder Evident Digital.
Roundtable 6: How to put the person back into personalisation
Alan Cooper, Owner, Freestyle Agency
Roundtable 7: How to Enable Profitable B2B Ecommerce
Robert Irwin, VP Business Consulting, Vendavo
STREAM C – Drill-down Roundtables
12:20 pm - 1:10 pm Drill Down Roundtables Beniamino Gagliardi - Global VP of Digital Enablement, Schneider Electric Gavin Finn - President & CEO, Kaon Interactive Holger Pietzsch - Head of Marketing and Solutions Deployment, Caterpillar Marta Dalton - Director of eCommerce, Coca ColaRoundtable 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: Case Studies: A Roadmap to Digital Transformation Success
Gavin Finn, President & CEO of Kaon Interactive
Roundtable 3: 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 4: Driving eCommerce success: How to leverage engaging supply chain strategies that align with distributors
Marta Dalton, Director of eCommerce, Unilever
STREAM D – Interactive Working Groups
12:20 pm - 1:10 pm COGNIZANT WORKSHOP: Masterclass: Customer Experience in the supply chain Floris Nijdam - Senior Creative Consultant, Mirabeau, a Cognizant Digital BusinessDigital is disrupting the supply chain and creating new opportunities for your company to interact with your stakeholders. By improving services not only for your clients, but also their customers, partners and employees, you can strengthen your position in the chain. Only by carefully listening to your audiences you can craft a fantastic customer experience.
If you don’t innovate, others will.
In this interactive masterclass you will learn how to approach this problem and use it to your advantage.
Learn how you can deal with channel conflicts and competition in the chain, and how human centred thinking is the key to success.
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) Imran Choudhary - UKI Commerce RTM Lead, IBM Watson
STREAM D
1:10 pm - 2:10 pm Exclusive Hosted Lunch: "How innovative Manufacturing companies use technology to digitize print management" Steve Harding - Senior Vice President Business, Gelato Globe Elisabeth De Cannière - Product Manager, Xplanation
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
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
STREAM B – Mastering Product Information Management Systems
2:10 pm - 2:50 pm CASE STUDY INTERACTIVE: 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
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
Fabian van Hoegee
Senior Director, B2B Marketing & Sales Excellence , Europe, Middle East & AfricaCanon
STREAM C – Redefining Your Digital Culture
2:30 pm - 2:50 pm CASE STUDY: How to get & maintain C-suite engagement of premium manufacturers on long-t erm projects like Digital Transformation 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
STREAM D – Interactive Working Groups
2:10 pm - 2:30 pm MASTERCLASS: How to adapt to changing customers expectation in B2B: seize the platform opportunity Alfred Hawawini - Director of Business Development, B2B, Mirakl Ales Drabek - Chief Digital & Disruption Officer, Conrad Electronics
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
Christian Filipcic
Director, Global Equipment Customer Service Center & eCommerceDentsply 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
Freek Van Den Broek
Business Insights Success ManagerDSM Data Analytics Center of Excellence
STREAM A – eCommerce Unleashed
3:30 pm - 3:40 pm Episerver: an introduction to experience-driven B2B commerce Vincent Baaij - Solution Architect, 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?
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
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
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
Pauliina Jämsä -
Global Head of Mobile & Digital Experience,
Siemens
Anton Feld -
Head of Venture, Entrepreneurship & Co Innovation,
Aesculap, a division of B. Braun
· 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
Anton Feld
Head of Venture, Entrepreneurship & Co InnovationAesculap, a division of B. Braun