B2B Online Atlanta 2026

Day 1: Practitioner Only

12:30 pm - 1:15 pm Registration

1:15 pm - 1:25 pm Opening Remarks

1:25 pm - 1:45 pm Keynote Fireside Chat: Culture Eats Strategy: Aligning CX and Winning the Internal Sales Battle

Digital transformation inevitably fails when change management is treated as an afterthought or cut from the budget. This fireside chat reveals how to unite executive leadership around customer experience and overcome the friction of legacy sales teams who view e-commerce as a threat to their commissions. Learn to transform internal resistance into enthusiastic adoption through strategic alignment and proper resourcing.

• Design incentive structures that reward traditional sales representatives for migrating their accounts to digital channels rather than competing with them.

• Create an internal communication playbook that brings stakeholders along months before a platform launch to prevent sudden change fatigue.

• Separate your teams into "run the business" and "project execution" groups to maintain daily operations and prevent burnout during major tech migrations.

• Prioritize "hypercare" resources specifically dedicated to protecting the customer experience when backend ERP rollouts inevitably hit snags.

Attendees will have an opportunity to raise a card to ask questions in real-time, creating a highly interactive learning experience.

1:45 pm - 2:45 pm Mindshare Meetup & Synthesis with the B2B Online Advisory Board: Mastering Your Future - Game-changing Do's & Don't's

Fuel your morning with a stimulating exercise designed to engage, enlighten, and evolve. We're not just setting the tone but pioneering conversations that matter, creating a dynamic platform in which brainstorming meets expertise. In deep-dive conversations led by our distinguished advisory board, get ready to reimagine your strategies by unveiling the transformative ✅'s and❌'s pivotal for driving unparalleled success. Once you've exchanged best practices and benchmarked with your fellow leaders, our distinguished advisors will share their group's findings with the entire audience from the main stage.

2:45 pm - 3:00 pm Networking Break

3:00 pm - 3:50 pm Oxford Style Debate: Topic TBA

Elisabeth Clark - Director of Web Strategy & Experience, Lippert

Tired of the same polite, heavily scripted panel discussions where everyone just agrees with each other? In the rapidly shifting B2B e-commerce landscape, there are rarely easy, one-size-fits-all answers to your most complex digital transformation challenges. Our Oxford-Style Debate completely shakes up the traditional conference format by bringing high-stakes tension, unfiltered honesty, and a willingness to "agree to disagree" directly to the main stage.

This fiercely competitive format forces industry leaders to take a definitive stand on a highly contentious B2B topic, cutting through the corporate fluff and echo chambers to deliver raw, unscripted arguments. By attending this session, you will witness a clash of expert perspectives purposefully designed to challenge the status quo and push the boundaries of conventional B2B thinking. You will walk away with a deeply nuanced understanding of a critical industry divide, armed with battle-tested strategies and the sharpest counter-arguments to help you make more confident, informed decisions for your own organization.

Elisabeth Clark

Director of Web Strategy & Experience
Lippert

See Bio

3:50 pm - 4:30 pm Panel Remix: Garbage In, Garbage Out: Why Your AI Dreams Demand a Data Reality Check

Emeka Nwosu - Sr. Manager – Global End to End Marketing Communications Intelligence, Coca-Cola Company Steven Nghe - Head of Marketing & Communications, Kloeckner Metals

The harsh reality of modern e-commerce is that advanced AI tools will completely fail if they are built on a foundation of messy, disconnected product data. This panel cuts through the buzzwords to expose why mastering basic data hygiene and PIM is the mandatory prerequisite to any successful AI deployment. Discover how leading practitioners are scrubbing their legacy systems to prepare for an agentic future.

• Conduct a comprehensive audit of your product taxonomy and schemas before investing in shiny new AI search or chatbot tools.

• Leverage AI specifically for the heavy lifting of data mapping and normalization rather than deploying it solely as a customer-facing gimmick.

• Centralize your disparate data sources into a robust PIM system to ensure complete, accurate, and normalized attributes.

• Establish strict, top-down data governance policies to prevent fragmented silos as your product catalog and company scale.

Emeka Nwosu

Sr. Manager – Global End to End Marketing Communications Intelligence
Coca-Cola Company

See Bio

Steven Nghe

Head of Marketing & Communications
Kloeckner Metals

See Bio

4:30 pm - 5:00 pm The Anti-Panel: Fishbowl Conversations for Unscripted Peer-to-Peer Problem Solving

Step into the center of the action with this dynamic "fishbowl" format. Reach into the bowl to pull out a conversation starter for your table. Attendees will dynamically rotate in and out of the hot seats to debate their most pressing challenges. Bring your toughest questions and prepare for unfiltered, honest dialogue with your exact peers.

Table themes:

• Digital Transformation: Overcoming legacy debt, managing API connections between ERPs and e-commerce, and solving the "Available to Promise" (ATP) challenge.

• AI: Moving beyond hype to discuss internal efficiencies, such as deploying AI within customer service ticketing (like ServiceNow) or legal compliance.

• Marketing: Navigating strict data privacy laws and cookie deprecation by shifting to first-party data and server-side tracking implementations.

3:00 pm - 5:00 pm B2B BootCamp: From Concept to Execution *Advanced Signup Required

Are you ready to move beyond introductory theory and start building? Step into this next-level, two-hour intensive B2B Bootcamp designed exclusively for practitioners who want to roll up their sleeves and get to work. This hands-on laboratory completely ditches passive listening in favor of dynamic, guided problem-solving. Instead of just taking standard notes, you will be equipped with a comprehensive workbook to actively collaborate with your peers. You will walk out of the room with a fully drafted artifact and a concrete action plan ready to be implemented the moment you return to the office.