B2B Online Europe 2025
3 - 4 December 2025
Hotel Maritim Berlin
Conference Day One – 6 November
7:45 am - 8:40 am
Registration & Welcome Coffee
8:40 am - 8:50 am
OPENING ADDRESS: Technology as humanism; the art of the impossible?
Carlos Abler -
Former Global Head, Content Marketing Strategy,
3M
Customer First Digital Transformation
8:50 am - 9:20 am
OPENING KEYNOTE: Digital transformation for competitive advantage: How Microsoft changed the game to create an empowered workforce and increase customer engagement on a global scale
Nicola Hodson -
VP Transformation, Global Sales & Marketing,
Microsoft
· Understanding ‘the why’ – What were the main drivers behind Microsoft’s digital transformation?
· More than just technology – Exploring how digital transformation goes beyond software and tools to create a new culture of empowered, intelligence-driven employees
· Discussing the role of continued learning in enhancing the success of a long-term transformation project
· Practicing what you preach – How Microsoft’s successes, failures and lessons learned benefitted their customer base
9:20 am - 10:00 am
KEYNOTE INTERVIEW: Personalisation at scale: How can you use AI and ML to increase campaign relevancy and deliver enhanced personalisation across multiple channels?
Carlos Abler -
Former Global Head, Content Marketing Strategy,
3M
Alessandro Bracco -
Director, Group Marketing & Branding,
Rockwool
Devashish Saxena -
Chief Digital Officer,
PPG
· How to explore opportunities within the customer journey and identify new touchpoints across multiple channels to tailor content and take your customer experience to the next level
· How AI can help to identify patterns that will help to identify opportunities for automated personalisation
· How to create an effective 1:1 personalisation roadmap that helps engage customer directly
· How to benefit from thinking of your entire funnel as a personal conversation from early on in order to increase your responses
· 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 build different personalisation scenarios in order to better personalise content and ensure relevance
10:00 am - 10:20 am
OUT OF INDUSTRY GUEST KEYNOTE: How F1 leveraged the latest technologies and techniques to rapidly scale data-informed decision making and transform internal processes, identify new opportunities and deliver long term results
Max Metral -
Senior Analytics Director,
Formula 1
· How F1 harnessed AI to create a next-level customer experience across all channels in order to make data informed decisions
· How to understand buying behaviour and get closer to your customers in the complex B2B buying landscape to improve customer experience across all touch points
· How to harness AI and ML to collect customer data which allows you to create a precise buyer personas to improve customer engagement
· How AI can help to deliver a consistent brand experience that will improve customer loyalty
10:20 am - 11:00 am
Morning Networking Break
11:00 am - 11:40 am
ALL-STAR PANEL: How can you implement new CX initiatives to achieve true engagement and increase market share?
Devashish Saxena -
Chief Digital Officer,
PPG
Carlos Abler -
Former Global Head, Content Marketing Strategy,
3M
Franck Chenet -
Group Digital Transformation & Marketing Services Director,
Antalis
Aurélie Riverieulx -
eCommerce & Digital Marketing Manager,
Parker Hannifin Corporation
Jean-Louis Keraudren -
Global Corporate Head of Customer Experience,
Hilti
· How to analyse customer touch points to identify areas for improvement and encourage internal collaboration to elevate customer experience across all channels
· How to use the latest advances in technology to analyse your customer data and provide meaningful engagement that increases conversions
· How to adapt digital experiences and technology to deliver digital excellence both online and offline
· How to redefine customer experience by leveraging next-generation technologies across multiple channels in the enterprise and global landscapes
· The importance of making data driven, informed decisions and taking action in real time based on data not instincts
· How to develop an agile ‘start-up’ culture across digital team and implement methodologies to react quickly to business need
11:40 am - 12:00 pm
KEYNOTE: The untapped value of the Voice of the Customer: How Borealis built a user-centric customer experience solution
Giovanni Benedetti -
Digital Product Owner,
Borealis
Andrew Witherspoon -
VP, B2B Business Strategy,
Salesforce
· The future of B2B is digital, and it starts with placing your customers at the center of your business
· Borealis, a leading provider of innovative solutions in the fields of polyolefins, base chemicals and fertilizers,is transforming their business by delivering personalized, connected, self-service experiences for their B2B customers with Salesforce
· Learn how MyBorealis, Borealis’ B2B customer experience portal, is enabling the business to connect with their customers in a whole new way, from user-centric design and customer onboarding, to the automation of tasks such as reordering, account management, order tracking and editing.
· Join us to find out how you can open new channels to drive engagement and revenue for your business while reducing your cost to serve with B2B Commerce
12:00 pm - 12:20 pm
KEYNOTE: How to capitalise on marketplaces to scale and grow your global eCommerce business to maximise market share and profit
Joachim Leistner Weisgerber -
Global Head, Spare Parts Rolling Stock,
Siemens
· Understanding the pitfalls, successes and lessons learned of a rapid eCommerce roll-out to secure competitive advantage
· Treating sellers as customers: Identifying, engaging and securing the services of as many appropriate sellers as possible to strengthen your network
· Collaborating with your global sales function to maximise your marketplaces, modernise your processes and better understand and service your customers’ needs
· Build marketing ideas and generate engaging content to excite and delight your customers, and increase sales
12:20 pm - 12:40 pm
KEYNOTE: How to successfully deploy eProcurement technologies to increase ease of business and drive B2B revenue growth
Tommy McShane -
General Manager, Europe,
PunchOut2Go
· Buying organizations around the world utilize eProcurement systems such as SAP Ariba, Coupa, Basware, Jaggaer and others to direct spend to preferred B2B suppliers, manage order approvals and automate the purchasing process.
· Join us to learn more about why your customers are using eProcurement, what is a PunchOut Catalogue and how B2B system integrations can drive online business growth.
12:40 pm - 2:20 pm
Networking Lunch
12:40 pm - 1:40 pm
MASTERCLASS HOSTED BY SALESFORCE B2B COMMERCE: How to Future-Proof Your Business with B2B eCommerce
Giovanni Benedetti -
Digital Product Owner,
Borealis
Andrew Witherspoon -
VP, B2B Business Strategy,
Salesforce
An interactive workshop and lunch hosted Salesforce, with discussions on the key best practices on how to take a proactive, strategic approach to future-proof your business with B2B eCommerce.
12:40 pm - 1:40 pm
MASTERCLASS HOSTED BY PUNCHOUT2GO - How to sell through eProcurement to make purchasing for your customers easier and increase online sales revenue
Tommy McShane -
General Manager, Europe,
PunchOut2Go
· The fastest growing B2B sales channel is eProcurement, up 37% year-over-year, surpassing the direct B2B commerce channel.
· Is your company equipped to integrate with your customers' eProcurement systems in order to do business with them?
· This session will provide real-world examples of how manufacturers and distributors can make it easy and seamless for customers utilizing procurement systems such as SAP Ariba, Coupa, Jaggaer, Oracle and others to purchase from their organization and in return increase online business revenue, order accuracy and customer retention.
Digital Client Engagement
2:20 pm - 2:40 pm FIRESIDE CHAT: Content in the fast lane: How can B2B marketers learn from the complex environment of F1 to accelerate their content marketing strategy? Justin Racine - Director Marketing & eCommerce, Geriatric Medical Max Metral - Senior Analytics Director, Formula 1· How can you apply data-informed decision-making to your multi-channel, multi-target content marketing strategy?
· Defining critical successful factors for content marketing – what does good look like for your stakeholders and how does it differ?
· How can you deliver winning content with high ROI in a B2B2C environment?
Digital Client Engagement
2:40 pm - 3:00 pm CASE STUDY: Optimise the B2B checkout experience: Make or break your eCommerce strategy with the B2B checkout experience Michelle Faul - Head of Marketing, MSTS· The purchase requirement for businesses are vastly different to those of consumers; from relationship pricing to purchase controls.
· In order to optimise your eCommerce strategy, you’ll need to establish a buyer-driven experience for business-driving results.
· In this session we’ll identify where that journey begins for B2B buyers, what you should include in your online checkout and why it’s important to get it right.
Digital Client Engagement
3:00 pm - 3:20 pm CASE STUDY: How to combine your CRM with the latest digital technologies to deliver unique personalisation and relevance across multiple channels Lucien Timmermans - Global Director eCRM, Signify· How the latest in CRM technology can ensure co-collaboration and smarter, more meaningful decisions across departments
· The importance of combining data from multiple sources into one unified system that helps to drive efficiencies
· Moving from acquisition CRM strategies to customer behaviour CRM strategies – what new technologies have come onto the market
Building a View of your Customer
2:20 pm - 2:40 pm FIRESIDE CHAT: How can you use AI personalisation for customised product recommendations that increase order size, revenue and customer loyalty? Kelly Whalley - Global Head of Digital, Kingspan François Goujon - Marketing Director eCommerce, Conrad· How to build customer confidence to gain your customer’s generosity in personal data to create hyper-individual customer experiences
· How AI can contribute to the shift to hyper-relevance and help you to achieve new levels of insight
Building a View of your Customer
2:40 pm - 3:00 pm CASE STUDY: Are you digitally distraught or digitally determined? Transforming digital Transformation by refocusing on your customer experience Richard Blatcher - Director, Industry Marketing & Business Intelligence, PROS· The drive to Digital Transformation is creating a ‘Digital Divide’. Which side are you on?
· Recent research with industry leaders showed 46% are ‘digitally determined’, with a clear digital strategy around culture, change, financial goals and integrated technology
· The other 54% are ‘digitally distraught’, they have a standstill culture, siloed islands of innovation and they work on a disconnected project-by-project basis
· Learn how manufacturers & distributors have transformed their end-to-end sales process with AI-powered insight increasing revenue and profits
Building a View of your Customer
3:00 pm - 3:20 pm CASE STUDY: How to advance your online and offline data collection to create a 360 customer view and achieve digital-first engagement Alessandro Bracco - Director, Group Marketing & Branding, Rockwool· How to understand the multitude of customer personas and their individual business needs both offline and online
· How to create an effective personalisation roadmap that engages with their customer directly
· How understanding customer context can radically shift digital design journeys and patterns for your B2B customers
· The importance of tracking every interaction along the sales funnel in order to help you to better understand how you should personalise customer experiences
· How to use a mix of technology and commercial strategies to radically shift customers buying patterns and behaviour to a digital-first engagement
Interactive Workshop Stream
2:20 pm - 3:20 pm WORKSHOP: Death of the transactional salesman: How technology enables your sales teams to go from product selling to value selling Christophe Bostyn - Enterprise Sales Director, ShowpadWhat's salespeople's reason for existence if only 15% of sales meetings are perceived as valuable? (Forrester). In this interactive session, we'll provide more insight into current reality by providing examples of successful sales transformation in manufacturing.
We’ll zoom into how Sales Enablement Technology came to help to:
· Initially drive sales-efficiency and drive buyer-centricity
· Move from competing on product features to value & consultative selling
What you’ll get out of this session:
· Firstly, a broader insight in the trends of the Sales Enablement Industry (why this market is growing 20% YOY)
· Secondly, specific examples & ideas how to get started as of tomorrow
Interactive Workshop Stream
2:20 pm - 3:20 pm WORKSHOP: Discovering the Platform Opportunity In Your Business Olivier Courtecuisse - Team Manager, Customer Success - B2B, Mirakl Pau Monserrat - Purchasing Processes & Administration Director, Coperama Joachim Leistner Weisgerber - Global Head, Spare Parts Rolling Stock, Siemens· Find out why giants like Amazon and Alibaba have shifted the way companies are valued and customer expectations.
· Four B2B marketplace models for manufacturers, distributors & wholesalers
· Why companies like Conrad, Toyota Material Handling, & Siemens Mobility have embraced the marketplace model to accelerate eCommerce
3:20 pm - 3:50 pm
Afternoon Networking break
Employing Digital Technologies
3:50 pm - 4:20 pm CASE STUDY: How to create and optimise content at scale to drive SEO and commercial growth Steve Bloodworth - Global Head of Digital Content, Nisbets· You will learn how to scalably create more customer centric content that brings more relevant customer traffic to your sites and converts them into loyal purchasers
· Discover 2 things that definitely DON’T work…so you can IMMEDIATELY stop doing them when you get back to the office!
· Learn 5 actions you can take to improve your written and visual content that will have a double digit impact on your commercial performance
· Find out which partners can help you to successfully create richer, more engaging, cost effective content
Employing Digital Technologies
4:20 pm - 4:50 pm CASE STUDY: How to accelerate eCommerce adoption to increase growth, retention and productivity Gareth Wray - Global eCommerce Director, ARCO· Everyone wants ‘online growth’ but do all stakeholders have the same expectations of that growth?
· Is channel growth enough or are you really driving for enterprise wide sales gains?
· Is growth even the objective, or are we seeking transactional efficiencies?
· In the above context, are you measuring the right thing and is that driving the right behaviours?
Digital Customer Experience
3:50 pm - 4:30 pm CASE STUDY INTERACTIVE: How to establish the right digital-first mindset and CX framework to move beyond a traditional operational approach to create differentiated customer experiences that ensure business impact Jean-Louis Keraudren - Global Corporate Head of Customer Experience, Hilti· How to build C-suite support to engage a digital transformation of a traditional manufacturing & sales organization
· How to go beyond product-centric to customer-centric and think in terms of a single platform where everything lives together
· Understanding customer intent and get closer to customers to understand their goals at every stage of the buying process to improve customer experience across all touch points
· How to build a mature unified CX model that optimises your channels to stay ahead of the competition
· Leveraging consumer insights from big data to craft customised experiences
· How to capture, analyse and apply customer data to transform your business into a customer-centric company
Digital Customer Experience
4:30 pm - 4:50 pm CASE STUDY: How can you migrate multiple websites onto one platform to deliver enhanced CX and simultaneously provide optimal punch-out capabilities for major and international customers that trade via EDI exchange? Age Koster - Director eBusiness Integration Europe, Office Depot· How to implement a global web platform, migrating away from old legacy systems without interrupting CX
· How to meet the needs of major and international customers in real-time combining advances in CX & EDI exchanges technology
· 2nd Level punch-out: Killer or Blessing?
Interactive Workshop Stream
3:50 pm - 4:50 pm WORKSHOP: Headless Commerce for B2B – What it is and how it creates value for your organization embrace digital transformation and create a future for your business where commerce happens everywhere Andrej Maihorn - VP, Industry Solutions, Elastic PathWhy are leading companies like Dometic, OFAC, Johnstone Supply, Wurth Louis and Company, T-Mobile, MedImpact and Carnival embracing headless commerce? With the advent of technological innovation, customers expect an enhanced experience and self-service options across a range of touchpoints including mobile, Internet of Things and connected commerce. On the other hand, internal teams like field sales and customer service can create huge value for the organization through digitally transformed and commerce-enabled processes.
But why is headless commerce better? Unlike full-stack applications, a headless architecture extends commerce beyond the .com storefront to support complex paths-to-purchase and multi-channel environments (including wholesale/distributor portals and back-end sales tools) – without having to invest in new systems or building siloed applications. Not to mention, the way Elastic Path’s unique headless architecture allows for a phased implementation there is no need to rip and replace. Recently, MedImpact brought this to life this by getting their initial headless commerce implementation up and running in just over 30 business days so they could begin to see a return on their investment while rolling out subsequent phases of their overall digital commerce transformation.
In this interactive workshop, you’ll learn:
· Different ways customers and users want and need to engage as both buyers and sellers
· How API-driven technology future-proofs your digital commerce strategy
· How Marketing and IT can benefit and create value with a headless architecture
· Practical applications of headless commerce in various B2B industries
· How to determine if headless commerce is right for you
Interactive Workshop Stream
3:50 pm - 4:50 pm WORKSHOP: How to leverage and manage global marketplaces like Amazon to scale e-commerce and internationalisation - Key insights and learnings from leading consumer and manufacturing brands Bastian Latt - Associate Partner, eccelerate & former Senior Customer Experience Strategist, Amazon
Bastian Latt
Associate Partner, eccelerate & former Senior Customer Experience StrategistAmazon
Drill-Down Roundtables
4:50 pm - 5:20 pm
Table 1: How are user buying expectations merging between B2C and B2B and what does that mean for supporting your global markets with a local voice?
Jeremy Clutton -
Global Director for Sales and Channel Partners,
Lingo24
4:50 pm - 5:30 pm
Table 2: Evaluating the latest and greatest customer engagement tools to drive customer loyalty
Vincent de Jong -
Executive Vice President,
Mindcurv
4:50 pm - 5:30 pm
Table 3: Maximise ROI by optimising content and product range strategy
Saurabh Sharma -
EMEA Head of Analytics,
eClerx Digital
Steve Bloodworth -
Global Head of Digital Content,
Nisbets
4:50 pm - 5:30 pm
Table 4: How to add enhancements to your existing website and migrate customers without disruption
Age Koster -
Director eBusiness Integration Europe,
Office Depot
4:50 pm - 5:30 pm
Table 5: What are the most effective motivation techniques for your workforce: which incentives resonate with both sales and marketing teams?
Carlos Abler -
Former Global Head, Content Marketing Strategy,
3M
4:50 pm - 5:30 pm
Table 6: How to sell the idea of journey mapping and putting the customer and the start of the strategy?
Kelly Whalley -
Global Head of Digital,
Kingspan
Interactive Workshop Stream
4:50 pm - 5:50 pm WORKSHOP: Competing for the future: Iteration vs Innovation vs Disruption. Which path do you need to take? Alan Cooper - Owner, Freestyle Agency Kay Edwin - Client Services Director, Freestyle Agency Tom Downing - Innovation Director, Freestyle AgencyThree terms that are used too often in the business world yet rarely understood to their full extent. Let’s demystify each and discuss how businesses can choose the right path using an alternative way of thinking.
Learn about:
· How to take iteration through to innovation
· Meeting today’s tougher customer digital expectations
· The shiny new object syndrome and how to avoid it
· Act before your industry reinvents itself around you
· Embracing a culture of curiosity
· Principles of exploring emerging technology at pace
5:30 pm - 6:30 pm
B2B Online 2019 Drinks Reception
Room: Jupiter & Mercurio