B2B Online Europe 2021

December 2021

TBD

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 at 3M

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

·         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

Nicola Hodson, VP Transformation, Global Sales & Marketing at Microsoft

Nicola Hodson

VP Transformation, Global Sales & Marketing
Microsoft

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?

·          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
Carlos Abler, Former Global Head, Content Marketing Strategy at 3M

Carlos Abler

Former Global Head, Content Marketing Strategy
3M

Alessandro Bracco, Director, Group Marketing & Branding at Rockwool

Alessandro Bracco

Director, Group Marketing & Branding
Rockwool

Devashish Saxena, Chief Digital Officer at PPG

Devashish Saxena

Chief Digital Officer
PPG

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

· 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
Max Metral, Senior Analytics Director at Formula 1

Max Metral

Senior Analytics Director
Formula 1

10:20 am - 11:00 am Morning Networking Break

·          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

Devashish Saxena, Chief Digital Officer at PPG

Devashish Saxena

Chief Digital Officer
PPG

Carlos Abler, Former Global Head, Content Marketing Strategy at 3M

Carlos Abler

Former Global Head, Content Marketing Strategy
3M

Franck Chenet, Group Digital Transformation & Marketing Services Director at Antalis

Franck Chenet

Group Digital Transformation & Marketing Services Director
Antalis

Aurélie Riverieulx, eCommerce & Digital Marketing Manager at Parker Hannifin Corporation

Aurélie Riverieulx

eCommerce & Digital Marketing Manager
Parker Hannifin Corporation

Jean-Louis Keraudren, Global Corporate Head of Customer Experience at Hilti

Jean-Louis Keraudren

Global Corporate Head of Customer Experience
Hilti

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

·          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
Giovanni Benedetti, Digital Product Owner at Borealis

Giovanni Benedetti

Digital Product Owner
Borealis

Andrew Witherspoon, VP, B2B Business Strategy at Salesforce

Andrew Witherspoon

VP, B2B Business Strategy
Salesforce

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

·         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
Joachim Leistner Weisgerber, Global Head, Spare Parts Rolling Stock at Siemens

Joachim Leistner Weisgerber

Global Head, Spare Parts Rolling Stock
Siemens

12:20 pm - 12:40 pm KEYNOTE: How to successfully deploy eProcurement technologies to increase ease of business and drive B2B revenue growth

·         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.
Tommy McShane, General Manager, Europe at PunchOut2Go

Tommy McShane

General Manager, Europe
PunchOut2Go

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

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. 
Giovanni Benedetti, Digital Product Owner at Borealis

Giovanni Benedetti

Digital Product Owner
Borealis

Andrew Witherspoon, VP, B2B Business Strategy at Salesforce

Andrew Witherspoon

VP, B2B Business Strategy
Salesforce

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

·         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.

Tommy McShane, General Manager, Europe at PunchOut2Go

Tommy McShane

General Manager, Europe
PunchOut2Go


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?
·          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?
Justin Racine, Director Marketing & eCommerce at Geriatric Medical

Justin Racine

Director Marketing & eCommerce
Geriatric Medical

Max Metral, Senior Analytics Director at Formula 1

Max Metral

Senior Analytics Director
Formula 1

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
·         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.
Michelle Faul, Head of Marketing at MSTS

Michelle Faul

Head of Marketing
MSTS

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
·          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
Lucien Timmermans, Global Director eCRM at Signify

Lucien Timmermans

Global Director eCRM
Signify


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?
·          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
Kelly Whalley, Global Head of Digital at Kingspan

Kelly Whalley

Global Head of Digital
Kingspan

François Goujon, Marketing Director eCommerce at Conrad

François Goujon

Marketing Director eCommerce
Conrad

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
·         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
Richard Blatcher, Director, Industry Marketing & Business Intelligence at PROS

Richard Blatcher

Director, Industry Marketing & Business Intelligence
PROS

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
·          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
 
Alessandro Bracco, Director, Group Marketing & Branding at Rockwool

Alessandro Bracco

Director, Group Marketing & Branding
Rockwool


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
What'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
Christophe Bostyn, Enterprise Sales Director at Showpad

Christophe Bostyn

Enterprise Sales Director
Showpad

·         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
Olivier Courtecuisse, Team Manager, Customer Success - B2B at Mirakl

Olivier Courtecuisse

Team Manager, Customer Success - B2B
Mirakl

Pau Monserrat, Purchasing Processes & Administration Director at Coperama

Pau Monserrat

Purchasing Processes & Administration Director
Coperama

Joachim Leistner Weisgerber, Global Head, Spare Parts Rolling Stock at Siemens

Joachim Leistner Weisgerber

Global Head, Spare Parts Rolling Stock
Siemens

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
·         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
 
Steve Bloodworth, Global Head of Digital Content at Nisbets

Steve Bloodworth

Global Head of Digital Content
Nisbets

Employing Digital Technologies

4:20 pm - 4:50 pm CASE STUDY: How to accelerate eCommerce adoption to increase growth, retention and productivity
·         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?

Gareth Wray, Global eCommerce Director at ARCO

Gareth Wray

Global eCommerce Director
ARCO


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
·         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 

Jean-Louis Keraudren, Global Corporate Head of Customer Experience at Hilti

Jean-Louis Keraudren

Global Corporate Head of Customer Experience
Hilti

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?
·         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?
Age Koster, Director eBusiness Integration Europe at Office Depot

Age Koster

Director eBusiness Integration Europe
Office Depot


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
Why 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
Andrej Maihorn, VP, Industry Solutions at Elastic Path

Andrej Maihorn

VP, Industry Solutions
Elastic Path


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 at Amazon

Bastian Latt

Associate Partner, eccelerate & former Senior Customer Experience Strategist
Amazon

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 at Lingo24

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 at Mindcurv

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 at eClerx Digital

Saurabh Sharma

EMEA Head of Analytics
eClerx Digital

Steve Bloodworth, Global Head of Digital Content at Nisbets

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 at Office Depot

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 at 3M

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 at Kingspan

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?
Three 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
Alan Cooper, Owner at Freestyle Agency

Alan Cooper

Owner
Freestyle Agency

Kay Edwin, Client Services Director at Freestyle Agency

Kay Edwin

Client Services Director
Freestyle Agency

Tom Downing, Innovation Director at Freestyle Agency

Tom Downing

Innovation Director
Freestyle Agency

5:30 pm - 6:30 pm B2B Online 2019 Drinks Reception

Room: Jupiter & Mercurio