B2B Online Miami 2019

November 11 - 13, 2019

JW Marriott Marquis Miami, FL

Day 1


Day One, Monday, November 11, 2019

Customer Driven Innovation And Transformation

7:20 am - 8:20 am Registration & Breakfast

8:20 am - 8:30 am Welcome Remarks

8:30 am - 8:45 am Chairperson’s Opening Remarks

Brian Beck, SVP, eCommerce & Omnichannel Strategy at Guidance

Brian Beck

SVP, eCommerce & Omnichannel Strategy
Guidance

8:45 am - 9:05 am Keynote Fireside Chat - Executing A Customer-Focused B2B Transformation Strategy

One of the biggest misconceptions that B2B executives hold is that they know everything about their customer, but every customer has a different set of needs and business goals. When looking at your eCommerce strategy, can you say with certainty that you’re focused on your customers’ needs and not just on the “shiny objects” (i.e. buzzwords and digital tools)? Steve Edwards, Chief Marketing Officer for Winsupply, knows the importance of creating unique and personalized content that shows your customers that you understand who they are. Steve will talk give you insights into customer centric strategies, as well as:

• Identifying the programs and strategies you need to implement to understand what your customers really need 
• Building sites that truly meet customer needs and that will ensure retention
• Having eCommerce goals that grow your business by providing your customers with online shopping experiences that are seamless and convenient
• Implementing change management strategies that shift the focus to the customer and shape a successful eCommerce strategy

Steve Edwards, CMO at Winsupply

Steve Edwards

CMO
Winsupply

9:05 am - 9:30 am Keynote Manufacturer/Distributor Presentation

Many B2B executives are finding it challenging to get senior leadership to really understand what’s required for a successful digital transformation. One of the biggest misunderstandings has to do with the kind of talent and skill set required for these kinds of initiatives. This session brings together companies such as Acuity Brands, Thermo Fisher Scientific, and Illumina to talk about the challenges they’ve been faced with and how those were overcome.
You’ll learn about:
• Identifying the skill sets and teams required to push your company forward in your digital transformation 
• Looking at the initiatives that can be outsourced versus those that can be built internally
• Looking at and identifying technology that can support your internal teams 
• Making a case to senior leadership to put in place new team structures that can support your transformation goals in the long term

Sarah Golish, Senior Vice President, Demand Generation at Acuity Brands

Sarah Golish

Senior Vice President, Demand Generation
Acuity Brands

Riccardo Caruso, Associate Director of eCommerce at Illumina

Riccardo Caruso

Associate Director of eCommerce
Illumina

Stephanie Pike, Vice President, Global Market Development at Thermo Fisher Scientific

Stephanie Pike

Vice President, Global Market Development
Thermo Fisher Scientific

10:00 am - 10:45 am Morning Refreshment Break

10:45 am - 11:05 am Keynote Solo Presentation – Implementing A Digital Marketing Transformation While Avoiding The “Island Effect”

Helene Blanchette, Global Vice President of Marketing at Xerox joins B2B online Miami to guide you through some of the biggest pitfalls of digital transformations. Known for her expertise in business operations, demand generation, and go-to-market strategies, Helene’s insights on strategic transformation are not to be missed. You’ll leave this session armed with the tools and takeaways to move your company forward and ensure that you won’t be prey to the “Island Effect.” 
Helene Blanchette, Vice President - Marketing, Graphic Communications at Xerox Corporation

Helene Blanchette

Vice President - Marketing, Graphic Communications
Xerox Corporation

11:05 am - 11:25 am Keynote Client Case Study - Optimize Every Second, Every Time

If all of our business operations are not digital yet, they are about to be.  This means we can progress our customers and our staff by looking at each interaction we have, often human ones, and how we perform them digitally.  Digital also helps your teams by knowing each customer, providing self-service, and automation to identify which customers need outreach.  Spend a few minutes learning how organizations like you have strategized, won and failed, on evolving B2B digital engagement.
Nate Barad, Product Marketer & Strategist at Episerver

Nate Barad

Product Marketer & Strategist
Episerver

While today’s B2B customer expects to manage almost every aspect of their buying journey, it doesn’t mean that they don’t want any human involvement. In fact, we know that because of their complexity, a large majority of B2B purchases require human interaction. This is where balance comes in. B2B companies need to digitally innovate in order to keep up with changing expectations, but they also need to cater to the complex needs of their customers. So, how can today’s B2B companies move into the future of B2B eCommerce?  Senior executives from Hubbell Lighting, Agilent Technologies, RichRelevance, and Bloomreach will talk about:

• Facilitating data gathering to implement personalization strategies such as account-based marketing
• Incorporating automation to provide customers with seamless and convenient  experiences 
• Identifying the kinds of customization you should implement to improve and personalize the customer experience 
• Providing your customers with accessible support features to ensure that their transactions run smoothly

Chris Hogan, VP – E-Commerce at Hubbell Lighting

Chris Hogan

VP – E-Commerce
Hubbell Lighting

Mike Conant, Director, Digital Strategy, Planning and Architecture at Agilent Technologies

Mike Conant

Director, Digital Strategy, Planning and Architecture
Agilent Technologies

Mike Ni, Chief Marketing Officer at Rich Relevance

Mike Ni

Chief Marketing Officer
Rich Relevance

Jordan Roper, Senior Product Marketing Manager at Bloomreach

Jordan Roper

Senior Product Marketing Manager
Bloomreach

11:55 am - 12:15 pm Keynote Client Case Study Presented by Accenture

Jason Michaels, Managing Director at Accenture Interactive

Jason Michaels

Managing Director
Accenture Interactive

12:15 pm - 12:40 pm Keynote Solo Presentation - Driving Internal Change That Will Lead To Long-Term Innovation

Ajay Kamble, CIO from Turtle & Hughes closes out the first morning of B2B Online Miami to talk about digital transformation that requires that traditional B2B companies rethink how they do business. But changing the way that traditional companies operate also requires that key stake holders have buy in to ensure that there are no internal roadblocks towards change. In this session we’ll take a deep dive into what it takes to lead the charge on changes that will move your business forward. 

• Identifying the stake holders that are most invested in your digital transformation 
• Being transparent and letting people know about the disruptions and changes that will take place
• Communicating the benefits that will inherently be a part of your digital transformation
• Bringing  customer centric strategies to the business to evolve successfully 
• Creating internal changes that will make an important impact on the future of your business

Ajay Kamble, CIO at Turtle & Hughes, Inc.

Ajay Kamble

CIO
Turtle & Hughes, Inc.

12:40 pm - 1:05 pm Guest Speaker Presentation

1:05 pm - 2:05 pm Lunch For All Attendees

1:05 pm - 2:05 pm Private Lunch

1:05 pm - 2:05 pm Private Lunch

Track A - Optimization and Conversion

2:05 pm - 2:15 pm Chairperson Opening Remarks

Track B – Winning with Ecommerce

2:05 pm - 2:15 pm Chairperson Opening Remarks

Interactive Track

2:05 pm - 3:35 pm Around The B2B World
Around The B2B World is designed to help you network and exchange ideas with colleagues with similar challenges and issues. These conversations will be moderated by industry experts who will guide you to finding tactical solutions to your digital innovation eCommerce struggles.

Participants are brought together to share challenges and gain meaningful insights and solutions. Around The B2B World is capped at 15 attendees. At the beginning of the session, one moderator will introduce themselves, the topic areas, and related questions. After 25 minutes, a new moderator will step up to the plate to take on the next phase of the sessions, building off of what was discussed with the prior moderator.  Join our newest B2B Online format that will allow you to make meaningful industry connections while also problem solving!


Topic 1: Optimizing CX
Topic 2: Omnichannel Strategies
Topic 3: Self-Serve Websites
Topics 4: Customer Data  

2:15 pm - 2:45 pm Solo Presentation Remix- Thinking Web – First: Making It Easier For your Customers To Buy Your Full Product Offering Online

Products that have been traditionally sold offline are not set up for webstores. This requires B2B businesses to have to go through ideation processes and system overhauls to allow for these products to be available online. All of this is easier said than done, and this session will take a deep dive into facing these challenges and finding solutions that can work for you.

• Understanding the specific reasons your customers are not buying certain products online 
• Working through roadblocks customers commonly face in order to  complete the purchase online 
• Understanding the buyer journey in order to deliver experiences that align 
• Making more of your products and offerings available online to grow your business and be 
Competitive

2:15 pm - 2:45 pm Solo Presentation Remix- Developing A Omnichannel PIM Strategy To Meet Customer Needs

As B2B companies delve deeper into eCommerce, they’re learning how important it is to provide accurate product information across multiple channels. Vanessa Hernandez from Dormer Pramet, focuses on developing, introducing and enhancing the company’s website, PIM and digital assets for customer ecommerce channels. In this session she will  tackle the best strategies to optimize product content in an omnichannel environment. We’ll talk about:

• Identifying product information that adds to its existing product offerings 
• Improving customer engagement with consistent product descriptions across multiple channels 
• Ensuring your existing data is accurate in order to avoid long-term inconsistencies

Vanessa Hernandez, Marketing Specialist, B2B/Ecommerce at Dormer Pramet

Vanessa Hernandez

Marketing Specialist, B2B/Ecommerce
Dormer Pramet

2:05 pm - 3:35 pm Around The B2B World

Around The B2B World is designed to help you network and exchange ideas with colleagues with similar challenges and issues. These conversations will be moderated by industry experts who will guide you to finding tactical solutions to your digital innovation eCommerce struggles.

Participants are brought together to share challenges and gain meaningful insights and solutions. Around The B2B World is capped at 15 attendees. At the beginning of the session, one moderator will introduce themselves, the topic areas, and related questions. After 25 minutes, a new moderator will step up to the plate to take on the next phase of the sessions, building off of what was discussed with the prior moderator.  Join our newest B2B Online format that will allow you to make meaningful industry connections while also problem solving!


Topic 1: Optimizing CX
Topic 2: Omnichannel Strategies
Topic 3: Self-Serve Websites
Topics 4: Customer Data  

2:45 pm - 3:05 pm Client Case Study Presented By Seismic

2:45 pm - 3:05 pm Client Case Study - Enhancing Business Value With B2B Punchout And Order Automation Integration

The fastest growing B2B sales channel is eProcurement, up 37% year-over-year, surpassing direct B2B commerce. 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.
Brady Behrman, CEO at PunchOut2Go

Brady Behrman

CEO
PunchOut2Go

2:05 pm - 3:35 pm Around The B2B World

Around The B2B World is designed to help you network and exchange ideas with colleagues with similar challenges and issues. These conversations will be moderated by industry experts who will guide you to finding tactical solutions to your digital innovation eCommerce struggles.

Participants are brought together to share challenges and gain meaningful insights and solutions. Around The B2B World is capped at 15 attendees. At the beginning of the session, one moderator will introduce themselves, the topic areas, and related questions. After 25 minutes, a new moderator will step up to the plate to take on the next phase of the sessions, building off of what was discussed with the prior moderator.  Join our newest B2B Online format that will allow you to make meaningful industry connections while also problem solving!


Topic 1: Optimizing CX
Topic 2: Omnichannel Strategies
Topic 3: Self-Serve Websites
Topics 4: Customer Data  

B2B websites have had a direct impact on increased sales in many organizations, but there are still many companies who are trying to identify the best way to optimize their online experience. In this session companies like ABB will delve into specific eCommerce site features needed to meet the needs of your customers. 

•Understanding how to shape the experience of the next generation of B2B websites
• Creating seamless and convenient website experiences that cater to your customers as well as to your sales teams
• Giving your teams websites that are easy to sue and give them the customer and product information they need in order to do their jobs faster and more efficiently 
• Developing websites with the kinds of features that will make it easier for your customers to buy and interact with you on your website
experience

Samer Shehadeh, Global eCommerce & Innovation Director, Electrification Business at ABB

Samer Shehadeh

Global eCommerce & Innovation Director, Electrification Business
ABB

Georgia Brickman, Senior Director of Digital and Marketing Services at STERIS Corporation

Georgia Brickman

Senior Director of Digital and Marketing Services
STERIS Corporation

Dennis Karpinski, Director Ecommerce and BI at Eastern Industrial Supplies, Inc.

Dennis Karpinski

Director Ecommerce and BI
Eastern Industrial Supplies, Inc.

3:05 pm - 3:35 pm Panel Discussion Remix: Enabling Your Customers With The Online Tools They Need To Support Their Buying Journey

B2B companies want to get the right customer to the right place on their website, but this can be a challenge when their portfolios and offerings are wide and varied. In this session, Lindsey Riner from Acuity Brands, Steve Nghe from Kloeckner Metals, and others will talk about understanding what your customers are looking for on your site and how to to assist them in their buying journey to convert. 

• Building a roadmap to better understand customer behavior and eliminate any gaps in their website experience
• Understanding how search capabilities facilitate your customer’s buying journey
• Creating a website that meets your customers’ needs and expectations
• Adding features to your website that will give your customers a seamless buying experience

Lindsey Riner, Vice President, Web Marketing and Development at Acuity Brands

Lindsey Riner

Vice President, Web Marketing and Development
Acuity Brands

Steven Nghe, Head of Marketing & Communications at Kloeckner Metals (North America)

Steven Nghe

Head of Marketing & Communications
Kloeckner Metals (North America)

2:05 pm - 3:35 pm Around The B2B World

Around The B2B World is designed to help you network and exchange ideas with colleagues with similar challenges and issues. These conversations will be moderated by industry experts who will guide you to finding tactical solutions to your digital innovation eCommerce struggles.

Participants are brought together to share challenges and gain meaningful insights and solutions. Around The B2B World is capped at 15 attendees. At the beginning of the session, one moderator will introduce themselves, the topic areas, and related questions. After 25 minutes, a new moderator will step up to the plate to take on the next phase of the sessions, building off of what was discussed with the prior moderator.  Join our newest B2B Online format that will allow you to make meaningful industry connections while also problem solving!


Topic 1: Optimizing CX
Topic 2: Omnichannel Strategies
Topic 3: Self-Serve Websites
Topics 4: Customer Data  

3:35 pm - 4:20 pm Afternoon Networking Break

3:35 pm - 4:20 pm Accenture Think Tank

3:35 pm - 4:20 pm Private Tasting

4:20 pm - 4:45 pm Fireside Chat - Building A Marketplace That Shifts Your Business Strategy

B2B marketplaces have emerged as a leading way to increase business because they give your customer the experiences they’re used to as consumers while meeting their needs as B2B buyers.  Darryl Green, Senior Director for GE Power’s Global eCommerce, joins B2B Online Miami to provide you with insights about  marketplace research and design. He’ll talk about the trends that impacted GE’s decision to expand their eCommerce offerings and things that you may want to consider on your journey. 
Darryl Green, Senior Director - Global eCommerce at GE Power

Darryl Green

Senior Director - Global eCommerce
GE Power

4:20 pm - 4:45 pm Solo Presentation - Implementing Effective Merchandising Strategies That Increase Revenues

It’s easy to grow complacent and take your customer’s purchasing habits for granted, but what if you’re missing out on opportunities to capture more of their business by making valuable changes to your merchandising strategy? Hear Ed Fenton from Ecolab tackle: 

• Creating valuable cross sell and upsell opportunities to increase revenue from existing clients 
• Cross-referencing between products to tap into more of your clients’ needs
• Creating a database of valuable product relationships to craft more meaningful client experiences 
• Understanding customer buying behavior so you can merchandise your product offerings correctly 
• Leveraging distributor partner relationships to create shared success plans 

Ed Fenton, Director, Enterprise Platforms at Ecolab

Ed Fenton

Director, Enterprise Platforms
Ecolab

4:20 pm - 5:35 pm B2B Tech Hub Workshop

Led by a member of our carefully curated speaker faculty, the B2B Tech Hub Workshops will give you the insights you need to implement innovate technology. 

Technology 1: eCommerce Platforms
Technology 2: CRM 
Technology 3: PIM 

4:45 pm - 5:05 pm Client Case Study Presented By Unbxd

4:45 pm - 5:05 pm Case Study Presentation - Leveraging Data to Personalize Your Commerce Optimization

Kevin Bauer, Digital Marketing Practice Director at Perficient Digital

Kevin Bauer

Digital Marketing Practice Director
Perficient Digital

4:20 pm - 5:35 pm B2B Tech Hub Workshop

Led by a member of our carefully curated speaker faculty, the B2B Tech Hub Workshops will give you the insights you need to implement innovate technology. 

Technology 1: eCommerce Platforms
Technology 2: CRM 
Technology 3: PIM 

5:05 pm - 5:35 pm B2B Tonight Panel: Generating Dynamic Online Experiences For Your Customers

B2B customers expect not just to be able to interact with the companies they buy from online. They also want those interactions to be engaging and seamless. 

• Evolving from the traditional media mix to a dynamic, complex marketing mix 
• Creating unique, seamless omni-channel customer experiences given the multitude of possible touchpoints with your brand
• Competing in the online world given the similarity of shopping experiences across the web 
• Moving beyond navigation, creative, messaging hierarchy to create a differentiated customer experience
• Integrating your campaigns as your customer is interacting with all of these different touch points 
• Determining the best possible outcome and attribution modeling to maximize your online experience

5:05 pm - 5:35 pm Solo Presentation Remix –Using SEO And Effective B2B Strategies To Build Authority

Organizations need to understand how prospective customers are finding them online. Senior leadership needs to understand that SEO is a needed investment, as it can be a leading indicator to customer engagement. Tarik Safouan, Clarion Safety’s Director of Marketing, has 15 years of marketing experience and is the best person to give you an in-depth look at the importance of SEO within the B2B space.

• Understanding what key words and search terms are driving customers to your website and correlating that to revenue generating outcomes 
• Getting insights for customer intent that can be related  back to content creation  and  conversion
• Incorporating the search process into the buyer’s journey to drive conversions 

Tarik Safouan, Director of Marketing at Clarion Safety Systems

Tarik Safouan

Director of Marketing
Clarion Safety Systems

4:20 pm - 5:35 pm B2B Tech Hub Workshop

Led by a member of our carefully curated speaker faculty, the B2B Tech Hub Workshops will give you the insights you need to implement innovate technology. 

Technology 1: eCommerce Platforms
Technology 2: CRM 
Technology 3: PIM 

5:35 pm - 6:35 pm Welcome Reception

6:35 pm - 6:35 pm End of Day One