B2B Online Atlanta 2025
November 17 - 19 2025
Westin Peachtree Plaza, Atlanta, GA
Monday: November 11, 2019: Customer Driven Innovation And Transformation
The first day of B2B Online Miami will provide you with the insight and knowledge to become truly customer-centric to The first day agenda is designed to present you with thought-provoking case studies, actionable insights, dynamic networking opportunities and the latest innovation and transformation trends.
7:20 am - 8:20 am
Registration & Breakfast
8:20 am - 8:30 am
Welcome Remarks
Olga Rodriguez -
Content Director,
B2B Online Miami
8:30 am - 8:45 am
Chairperson’s Opening Remarks
Brian Beck -
SVP, eCommerce & Omnichannel Strategy,
Guidance
8:45 am - 9:05 am
Keynote Fireside Chat - Executing A Customer-Focused B2B Transformation Strategy
Steve Edwards -
CMO,
Winsupply
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, a three billion dollar leading supplier of materials for residential, industrial and commercial construction, 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
9:05 am - 9:30 am
Keynote Solo Presentation – Implementing A Digital Marketing Transformation While Avoiding The “Island Effect”
Helene Blanchette -
VP Marketing,
Xerox Corporation
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.”
9:30 am - 10:00 am
Keynote Panel B2B Tonight! – Working Through Internal Roadblocks: Moving Your Digital Transformation Forward
Sarah Golish -
Senior Vice President, Demand Generation,
Acuity Brands
Stephanie Pike -
VP/CMO Biosciences,
Thermo Fisher Scientific
Riccardo Caruso -
Director Of Digital Commerce And Analytics,
Illumina
Steven Engelbrecht -
President & CEO,
Sitation
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 Tonight-Show styled group discussion 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
10:00 am - 10:45 am
"Hello Sunny!" Morning Refreshment Break
Join us in the expo hall as B2B Miami welcomes you to sunny Florida with refreshing smoothies and delicious snacks to help kick off the conference!
10:45 am - 11:05 am
Keynote Fireside Chat – Leveraging SAAS Platforms to Streamline Order-to-Cash Processes
Dan Renda -
Head of Global eCommerce,
Siemens Healthineers
In today’s digital world, manual processes that are slow and inefficient are not enough to keep up with the competition. Automated business processes can improve productivity, increase data quality, and enable scalable growth without increasing costs. This session will explore how vendor partners can help automate the order-to-cash cycle.
• Using SAAS tools to reduce time and cost associated with manual processing
• Improving business efficiencies by automating key processes
• Increasing data quality through standardized transactions
11:05 am - 11:25 am
Keynote Client Case Study - Optimize Every Second, Every Time
Nate Barad -
Product Marketer & Strategist,
Episerver
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.
11:25 am - 11:50 am
Keynote Panel Discussion Remix - Balancing High Tech With High Touch: Determining The Future Of B2B Ecommerce
Chris Hogan -
VP – E-Commerce,
Hubbell Lighting
Mike Conant -
Director, Digital Strategy, Planning and Architecture,
Agilent Technologies
Nicolas Posada -
eCommerce Manager,
Boeing Distribution Services
Robb Miller -
SVP of Sales,
RichRelevance
Jordan Roper -
Senior Product Marketing Manager,
Bloomreach
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
11:50 am - 11:55 am
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
11:55 am - 12:15 pm
Keynote Presentation - SERVICE IS THE NEW SALES: The Through Line for B2B Growth
Jason Michaels -
Managing Director,
Accenture Interactive
In a global B2B marketplace marked by unprecedented pressure and competition—rising buyer expectations; unexpected disruptors; emerging technology—most sellers are feeling the squeeze. Fresh global research from Accenture Interactive suggests a return to B2B’s standards of people-first solutions – now enabled and scaled by digital – creates a through line for sustained success.
12:15 pm - 12:40 pm
Keynote Solo Presentation - Revitalizing Your Company Culture To Meet Customer Expectations
Maggie Lang -
Founder,
KND Collective
Hospitality veteran and powerhouse Maggie Lang joins B2B Online Miami to share her insights on building brand loyalty and employee passion, and inspiring customer loyalty. Having been in the trenches in many hospitality brands, such as Kimpton and Civana, Maggie’s perspective on change is what you need to move your company forward.
12:40 pm - 1:05 pm
Keynote Solo Presentation - Driving Internal Change That Will Lead To Long-Term Innovation
Ajay Kamble -
CIO,
Turtle & Hughes, Inc.
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. Ajay, a customer focused digital leader with a love for transforming businesses through innovation, will 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
1:05 pm - 2:05 pm
Lunch For All Attendees
1:05 pm - 2:05 pm
Private Lunch And Workshop – Implementing B2B Loyalty Best Practices
Doug Press -
CEO,
The Incentive Group
Join us to learn Best Practices in B2B Loyalty Program planning and execution, while getting the formula for how to get your Loyalty Initiative adopted with effective Business Case modeling. This executive event will be led by Doug Press, CEO of The Incentive Group who has designed and managed Best-in-Class programs for leading brands like BMW, Coca-Cola and NEC for 30 years. It will feature an informative and interactive discussion relative to acquiring, growing and retaining B2B customers and provide an opportunity to get your specific questions answered!
Track A - Optimization and Conversion
2:05 pm - 2:15 pm Chairperson Opening RemarksTrack B – Winning with Ecommerce
2:05 pm - 2:15 pm Chairperson Opening RemarksFor manufacturing and distribution executives only
Track C: Around the B2B World And B2B Think Tanks
2:05 pm - 3:35 pm Around The B2B World Miriam Metcalfe - Marketing Manager, North America, Dormer PrametAround 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!
Limited to 15 attendees.
2:15 pm - 2:35 pm
Solo Presentation Remix- Driving eCommerce Growth Using Your Customer Lifetime Value
Akash Bhate -
Director of Global e-Commerce & Digital Marketing,
SUEZ- Water Technologies & Solutions
Growth and new customer acquisition is a challenge in today’s economic environment. However, digital is one of the drivers you can use to attain growth and productivity benefits resulting in EBIT improvements. Akash will showcase how “Customer Lifetime Value’ is driving growth in digital / E-Commerce context.
Akash Bhate
Director of Global e-Commerce & Digital MarketingSUEZ- Water Technologies & Solutions
2:15 pm - 2:35 pm
Solo Presentation Remix- Developing A Omnichannel PIM Strategy To Meet Customer Needs
Vanessa Hernandez -
Marketing Specialist, B2B/Ecommerce,
Dormer Pramet
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
2:05 pm - 3:35 pm
Around The B2B World
Miriam Metcalfe -
Marketing Manager, North America,
Dormer Pramet
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!
Limited to 15 attendees.
2:35 pm - 2:45 pm
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
2:35 pm - 2:45 pm
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
2:45 pm - 3:05 pm
Client Case Study - Reviving Georgia-Pacific's Go-to-Market Strategy by Breaking Down Silos with Sales Enablement Execution
Briona Brooks -
Sales Enablement Marketing Manager,
Georgia-Pacific
With a footprint in the manufacturing space for over 90 years, Georgia-Pacific has evolved significantly throughout the years. From humble beginnings as a small lumber yard, GP now has nearly 200 facilities and more than 30,000 employees throughout the world. With that growth came customer-oriented challenges in the form of thousands of new products, new segments and channels of distribution, and an explosion of content to be created to support that growth.
Briona Brooks, Georgia-Pacific’s Sales Enablement Marketing Manager, will discuss:
· The pain Georgia-Pacific's sales organization was dealing with prior to having a stable solution in place
· How Georgia-Pacific sellers are more efficient and proficient in the field
· The transformative approach Georgia-Pacific is taking with their sales enablement strategy and what other B2B manufacturers can learn from their experience
2:45 pm - 3:05 pm
Case Study - Enhancing Business Value With B2B Punchout And Order Automation Integration
Brady Behrman -
CEO,
PunchOut2Go
Sara Johnson -
Director of Customer and Consumer Technology,
Herman Miller, Inc
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.
2:05 pm - 3:35 pm
Around The B2B World
Miriam Metcalfe -
Marketing Manager, North America,
Dormer Pramet
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!
Limited to 15 attendees.
3:05 pm - 3:30 pm
Panel Discussion Remix: Optimizing Your Web Features And Functionality: The Keys To eCommerce Success
Samer Shehadeh -
Global eCommerce & Innovation Director, Electrification Business,
ABB
Nick DiPietro -
eCommerce Manager,
STERIS Corporation
Dennis Karpinski -
Director Ecommerce and BI,
Eastern Industrial Supplies, Inc.
Virginie Cosset -
Sales Director,
Akeneo
Jean Bordelon -
Lead Architect,
Bounteous
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
3:05 pm - 3:30 pm
Panel Discussion Remix: Enabling Your Customers With The Online Tools They Need To Support Their Buying Journey
Lindsey Riner -
Vice President, Web Marketing and Development,
Acuity Brands
Steven Nghe -
Head of Marketing & Communications,
Kloeckner Metals (North America)
Rocky Sharma -
Senior Director, Digital,
Builddirect
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
2:05 pm - 3:35 pm
Around The B2B World
Miriam Metcalfe -
Marketing Manager, North America,
Dormer Pramet
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!
Limited to 15 attendees.
3:30 pm - 3:35 pm
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
3:30 pm - 3:35 pm
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
3:35 pm - 4:20 pm
“Here’s The Scoop!” Afternoon Networking Break
Cool off after a sizzling morning of content with a refreshing fruit or ice cream at this networking break and get the scoop on the latest trends of the industry!
4:20 pm - 4:45 pm
Fireside Chat – How B2B Can Be More Like B2C
Kyriakos Zannikos -
Commercial Leader, Global eCommerce,
GE Healthcare
Kyriakos Zannikos from GE joins B2B Online Miami to give you his insights on what the B2B insutry can learn from B2C. In this session he’ll focus in on the strategies you can put in place to identify growth opportunities for your business.
4:20 pm - 4:40 pm
Solo Presentation Remix –Using SEO And Effective B2B Strategies To Build Authority
Tarik Safouan -
Director of Marketing,
Clarion Safety Systems
Search engines help connect us with authoritative sources. See how SEO can help your business become an authority and generate leads organically leveraging various cutting-edge techniques. Tarik Safouan, Clarion Safety’s Director of Marketing, has 18 years of digital marketing experience and is the best person to give you an in-depth look at SEO within the B2B space using time-tested methodology.
Learn key insights about leveraging SEO for an integrated strategy to support various channels from product management to sale, including:
•Understanding SEO for B2B and why it’s different
•What makes in-house SEO important
•Building the SEO culture for authority
4:40 pm - 4:45 pm
AUDIENCE REMIX
Brainstorm and exchange ideas about the session you just attended with other executives. Our remix sessions are an exciting opportunity not just to network with your fellow attendees, but also to engage with the session content in real time!
4:20 pm - 5:35 pm
Accenture Think Tank
A bespoke meeting providing Heads of Digital the opportunity to address a specific concern in the privacy of a closed-door session.
Hosted by a senior Accenture executive.
4:45 pm - 5:05 pm
Case Study Presentation - Personalizing the B2B Commerce Experience Through Data
Karie Daudt -
Senior Commerce Consultant,
Perficient Digital
Nate Bauer -
Managing Director - Digital Marketing,
Perficient Digital
Personalization in B2C is all about getting the consumer to buy on impulse, but when is the last time a B2B buyer could actually do that? B2B requires that you use personalization differently.
Join us for a session on B2B personalization and learn how to leverage what you know, understand customer lifetime value, and increase revenue for your business.
4:45 pm - 5:05 pm
Case Study Presentation - Closing The Gap Between B2B Search And Product Discovery
Ash Kakhandiki -
VP of Corporate Marketing,
Unbxd
B2B ecommerce companies struggle with particular use cases in product search, but most ecommerce search solutions are built for B2C and just don’t do a good job in B2B. In this engaging session, Ashwath Kakhandiki from Unbxd will take a deep dive into the use of machine learning to deliver a relevant and personalized search experience to boost buyer engagement and conversions. You’ll leave this session with tactical takeaways on how to solve significant product discovery problems. Attend this session to understand how Unbxd delivers:
- Powerful string-based search: Easily find products using partial part numbers or searching for compatible accessories
- Account-based personalization: Show buyers different products and pricing based on account data
- Quick reordering: Suggest previously purchased products and allow one-click add to cart directly from the Autosuggest window
- Catalog optimization: Augment an incomplete catalog with relevant attributes to improve search performance
- Shorter path to purchase: Advanced contextual search that understands buyer intent and showcases the most relevant set of products
4:20 pm - 5:35 pm
Accenture Think Tank
A bespoke meeting providing Heads of Digital the opportunity to address a specific concern in the privacy of a closed-door session.
Hosted by a senior Accenture executive.
5:05 pm - 5:35 pm
Fireside Chat - Generating Dynamic Online Experiences For Your Customers
Audrey Sarsfield -
VP | Head of Global Customer Experience,
ANSYS
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. Audrey Sarsfield, global digital transformation strategy leader at Belden reviews how to ensure your online experience is a dynamic one in this interactive session.
• 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
B2B Tech Hub Workshop
Steven Nghe -
Head of Marketing & Communications,
Kloeckner Metals (North America)
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
4:20 pm - 5:35 pm
Accenture Think Tank
A bespoke meeting providing Heads of Digital the opportunity to address a specific concern in the privacy of a closed-door session.
Hosted by a senior Accenture executive.
5:35 pm - 6:35 pm
“Let’s Taco ‘bout it!” Welcome Reception in the Expo Hall
As Day 1 of B2B Miami comes to an end, join us in the Expo Hall and sip on ice cold margaritas and tasty tacos while making connections and talk about the past day’s sessions.