B2B Online Atlanta 2025
November 17 - 19, 2025
Westin Peachtree Plaza, Atlanta, GA
Tuesday, November 12, 2019 Strategies To Engage Today’s B2B Customer
Customer expectations are changing rapidly. On the second day of the conference you will learn what today’s customers want and what strategies you can implement to reach them!
7:10 am - 7:30 am
Women’s Breakfast
Marta Dalton -
Global Director B2B & B2B2C eCommerce,
Unilever
Enjoy a breakfast full of fun and reflection of women paving the way in B2B business success! Meet your peers in eCommerce, share ideas offline and make meaningful new connections with women digital marketing executives.
7:30 am - 8:00 am
Breakfast for All Attendees
8:00 am - 8:05 am
Welcome Remarks
Olga Rodriguez -
Content Director,
B2B Online Miami
8:05 am - 8:20 am
Chairperson Opening Remarks
Andrew Walker -
CEO,
Shift7
8:20 am - 8:40 am
Keynote Fireside Chat - Leveraging Analytics To Understand How Your Customers Are Engaging With Your Site And To Optimize Their Buying Experience
Stephanie Pike -
VP/CMO Biosciences,
Thermo Fisher Scientific
Stephanie Pike from Thermo Fisher Scientific joins this fireside chat to give you the insights you need to develop a site that meets the needs and expectations of your customers. Stephanie will talk about how to use analytics to get a rich and meaningful look at what your customers are doing on your site. We’ll also talk about customer expectation trends that you need to be aware of in order to future-proof your strategies.
• Gathering analytics and data to create meaningful engagement with your customers via your site
• Tracking website traffic and activity to understand the kinds of products and services existing and potential customers are interested in
• Using analytics to understand the kinds of website content you should develop to engage your customer base
• Leveraging analytics to get meaningful insights on customer website behavior
8:40 am - 9:05 am
Keynote Panel Discussion Remix - Developing Content That Engages Your Customer And Generates More Sales
Miriam Metcalfe -
Marketing Manager, North America,
Dormer Pramet
Steven Nghe -
Head of Marketing & Communications,
Kloeckner Metals (North America)
Robert Elzner -
Director, Global eCommerce,
Dell Technologies
Suchit Bachalli -
CEO,
Unilog
Creating content that drives traffic to your website is just the first step in a well thought out content strategy. In addition to creating content that gets the attention of your customer, is it engaging with them enough to get them to complete calls to action? Are you seeing sales come out of it? In this session you’ll hear from senior executives from Munchkin, Kloeckner Metals, and Unilog tackle the challenges around content creation and its ties to revenue growth.
• Understanding how VOC plays a role in creating engaging content
• Measuring how customers are engaging with content on your site
• Looking at use cases for automating content creation to speed up the process and reach more potential customers
• Identifying the kinds of content you should develop to establish your company and its leaders as experts
9:05 am - 9:10 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!
9:10 am - 9:55 am
“Groupby Groove” Morning Refreshment Break
Visit Groupby’s booth and enjoy a groovy morning cocktail to start Day 2. Learn about their solutions and see how you can partner with them!
9:55 am - 10:15 am
Keynote Solo Presentation Remix - Using Data To Shape Customer-Driven Omnichannel Experiences
Kris Holla -
Group Vice President & Chief Sales Officer,
Nortek Group
B2B companies want to provide their customers with engaging omnichannel experiences and many are taking that one step further to personalization and self-service purchasing options. However, companies need to make use of their customer data if they want to provide fully integrated and seamless omnichannel interactions. Kris Holla, Nortek Group’s Chief Sales Officer is an expert in sales and marketing with 25+ years of experience. He’s worked with large global multinationals to transform and build regional teams into cross functional global teams. He’ll talk about:
• Breaking data free from organizational silos to gain valuable insights
• Strategically leveraging unused or underused data to uncover actionable insights without making hefty investments
• Harnessing data collected from different offline and online touchpoints to improve omnichannel experiences
• Compiling the right customer data to provide strategic omnichannel marketing messages and purchase experiences
10:15 am - 10:20 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!
10:20 am - 10:40 am
Keynote Case Study - Maintaining Customer Focus While Juggling Flaming Chainsaws
Paul Wlodarczyk -
Product Information Practice Lead,
Dakota Systems
Diane Magers -
Founder & CEO,
Experience Catalysts
Digital technologies can be complex to deploy. Even “one-ball juggling” like introducing a product information management system can be fraught with scheduling, technical, and change management challenges. Consider the complexity of re-platforming your entire infrastructure – experience layer, commerce, PIM, DAM, CMS, and search. “Six-ball juggling” like this requires coordinating multiple complex workstreams to assure that each team gets the handoffs they need to stay on track. Now imagine doing all of that while merging three companies, and integrating their brands, digital teams, product catalogs, CRM, ERP, and web sites. When you’re busy juggling flaming chainsaws, how do you make sure that customers will be truly cared for when you go live?
Join Paul Wlodarczyk and Diane Magers as they review the key aspects of customer-centered research, design, and change management that kept this 3-to-1 website consolidation project on-track while improving the customer experience.
10:40 am - 11:10 am
Keynote Town Hall Panel - Cutting Through The Noise: Finding The Optimal eCommerce Tools To Support Your Digital Goals
Alok Srivastava -
Director – Digital Customer Solutions,
TE Connectivity
Gurpreet Singh -
Director, eCommerce and CRM Systems,
Omega Engineering Inc.
Akash Bhate -
Director of Global e-Commerce & Digital Marketing,
SUEZ- Water Technologies & Solutions
Chris Hogue -
Vice President of Strategy & Products,
LiveArea
B2B eCommerce executives get pitches from third party vendors all the time, but how do you cut through all the noise to find the right vendors for your organizational goals? In this panel you’ll hear from TE Connectivity, Omega Engineering and LiveArea as they discuss how they’ve optimized their digital experience using the optimal tools.
- Understanding what tools executives are implementing to support their eCommerce goals
- Identifying the right tools to support your content marketing initiatives
- Getting true insights into the impact that third party tools can have on your business
- Learning what third party tools are worth the investment to reach your eCommerce goals
Akash Bhate
Director of Global e-Commerce & Digital MarketingSUEZ- Water Technologies & Solutions
11:10 am - 11:30 am
Keynote Case Study - Data Insights Really Can Drive B2B Engagement: Practical Stats, Case Studies & ROI Tips To Get You On A Data-Driven Path.
Andy Wagner -
Executive Director,
Aaxis Commerce
Knowing how your customers are really engaging with you – across multiple channels, touchpoints & internal business teams - is the first step in creating experiences that will drive revenue. But there is a lot of generalist information out there that broadly addresses the benefits of using Data to power Commerce. So, where do you begin figuring out the practicalities to make it work for you?
Andy Wagner will share practical examples & tips from his 20+ years in the Commerce, Content & Marketing industries to get you started on a path to unlock the data capital you’ve accumulated across systems & teams to deliver a more unified and personalized customer experience that maximizes conversion at every stage:
• Key reasons to improve your Data Insights capabilities – With everything else going on, why should you prioritize Data?
• Real-world examples of how B2B businesses are addressing Data Insights to drive eCommerce revenue.
• Suggestions for presenting ROI cases – With the rising democratization of Data you don’t need a huge budget to get started using Data to drive incremental revenue.
11:30 am - 11:50 am
Keynote Fireside Chat - Incorporating VOC Into Your Transformation Strategy To Exceed Customer Expectations
Corrie Freudenstein -
Head of Marketing,
Leybold
VOC has been a very important tool for B2C for a long time, and it’s now become just as important for B2B companies to become customer-centric. In fact, one can argue that there’s more reason for B2B companies to use VOC programs, since B2B customer relationships last longer and hold greater value. Corrie Freudenstein, an expert in change management, growth marketing, sales and marketing efficiency development, and data integrity and utilization will take a deep dive into VOC programs. She’ll show you how these programs can help you better understand what your customers want and need.
- Gaining advocacy internally to push VOC programs forward
- Choosing the right metrics for your customer surveys in order to garner the feedback you need to make internal changes
- Identifying the best VOC technology to integrate into your business
- Gaining meaningful insights about your customers’ wants and needs in order to transform and retain their business
11:50 am - 12:40 pm
B2B Tech Roundtables
Steven Drake -
Senior Consultant, Digital Practice,
Dakota Systems
Andy Wagner -
Executive Director,
Aaxis Commerce
John Ambrose -
Practice Director - Digital Commerce,
Perficient Digital
Kris Harrington -
COO,
GenAlpha
Roundtable discussions are interactive group discussions tackling a wide range of eCommerce and digital marketing topics, led by experts. Talk about your key challenges and learn how your hospitality peers are tackling them. Check back often for updates!
1. Aligning Digital Teams Around Customer Success - Hosted by Steven Drake – Senior Consultant, Digital Practice, Dakota Systems
2. Data Powered B2B Commerce Growth: Where to Start & Organizational Impact - Hosted by Andy Wagner, Executive Director, Aaxis Commerce
3. Customer-Centric Thinking: Makin Personalization Real & Practical – John Ambrose, Practice Director - Digital Commerce at Perficient Digital
4. Ecommerce For Manufacturers - Creating An Infrastructure That Meets The Needs Of Both Internal Business Users And External Business Customers - Hosted by Kris Harrington, COO, GenAlpha
12:40 pm - 1:40 pm
Lunch For All Attendees
Track A – Content and Data
1:40 pm - 1:50 pm Chairperson Opening RemarksTrack B – Personalization and Customer Engagement
1:40 pm - 1:50 pm Chairperson Opening Remarks Katie Boschele - Digital Commerce Product Leader, LucidWorks
"Challenge Your Peers” Roundtables & Tech Hub Track: For Manufacturing & Distribution Executives Only
1:40 pm - 3:00 pm Senior Executive BoardroomBoardrooms are a great opportunity to meet like-minded senior executives. You’ll be able to network and share best practices around your digital transformation challenges!
Limited to 15 attendees.
1:50 pm - 2:10 pm
Fireside Chat - Breaking Down Internal Silos In Order To Merge Data And Create Unified, Customer-Centric Goals
Nita Sharma -
Senior Manager of Product Management,
Agilent Technologies
B2B organizations have a lot of customer data that can be used to provide well-tailored experiences, but a lot of that data lives in silos. The challenge is to find the best ways to bring all of that customer information together, all the while getting key stake holders in different departments to understand the goals of this undertaking. In this session we’ll talk about breaking down internal data silos that will lead to customer-centric decision making.
• Bringing data together to gather insights that will increase revenue
• Using data to connect with your customers in more meaningful ways
• Understanding how unified data impacts the customer experience
• Using the data you’ve captured over the years and putting into play to give you a competitive edge
1:50 pm - 2:10 pm
Solo Presentation - Play Hollywood Trivia & Learn About Digital Transformation at a Wholesaler
Mike Mayer -
VP of E-Commerce,
US Electrical Services
Over the past 22 years, Mike has led digital transformations at billion-dollar businesses including U.S. Electrical, Crescent Electric and Thermo Fisher Scientific. He’s done this by altering corporate DNA and launching e-commerce & mobile apps, integrating with customers, automating marketing, building out unique content for half a million SKUs and expanding storefronts into a variety of channels.
In this presentation, Mike will open the Kimono and share his playbook on the key strategies he’s implemented to successfully transform his organizations. You’ll leave his session with a comprehensive playbook and a variety of tactics that you can apply to your business right away.
Your Hollywood trivia knowledge will also be put to the test!
1:40 pm - 3:00 pm
Senior Executive Boardroom
Boardrooms are a great opportunity to meet like-minded senior executives. You’ll be able to network and share best practices around your digital transformation challenges!
Limited to 15 attendees.
2:10 pm - 2:30 pm
Client Case Study - From Catalog and Call Center to eCommerce: Why Product Data is Critical to Digital Distribution
Dawn Zassick -
VP, Agility Solutions,
Agility Multichannel (by Magnitude)
Stacey Ostermann -
Director of Digital Product Content,
Allied Electronics & Automation
B2B buyers have ever increasing expectations of the customer experience and savvy competitors can quickly disrupt your market. Enriched product information is foundation for B2B companies operating online and is critical to supporting the customer experience. In this session, Dawn Zassick of Agility MultiChannel and Stacey Ostermann of Allied Electronics & Automation will discuss the types of product information that help drive customer engagement and conversion. And, they’ll provide some quick practical examples of how you look at your product data I conjunction with sales and analytics data to be sure that the investment you are making in your product data is enough, that you are achieving the results you hoped for and to identify opportunities for improvement.
2:10 pm - 2:30 pm
Client Case Study - A Search-First Approach with Acuity Brands
Katherine Wendorf -
Senior Manager, Integrated Content Marketing,
Acuity Brands
Simon Langevin -
Product Manager,
Coveo
Acuity Brands, the largest manufacturer of lighting and lighting control systems in North America, learned that search is the most popular site function for them and the biggest indicator of a visitor's intent to purchase. Katherine Wendorf will discuss Acuity Brand's journey towards building a site-first website, and the technologies that allowed them to improve and personalize their website experience for visitors - at scale.
1:40 pm - 3:00 pm
Senior Executive Boardroom
Boardrooms are a great opportunity to meet like-minded senior executives. You’ll be able to network and share best practices around your digital transformation challenges!
Limited to 15 attendees.
2:30 pm - 2:55 pm
Panel Discussion Remix - Changing Your Content Strategy From Product Centric To Customer Centric
Sabrina Donley -
Vice President, Global Marketing Communications,
Filtration Group
Todd Mills -
Director of Marketing and Database Intelligence,
DGI Supply
Laura Brooks -
Senior Director, Global Marketing Services,
Waters Corporation
Rocky Sharma -
Senior Director, Digital,
Builddirect
Creating engaging content is not just about showcasing your products. Truly engaging content is created with the customer in mind – what their challenges are, what they need, and how you can help them reach their goals. This session will be a deep dive into content marketing strategies that have the customer front of mind. We’ll talk about:
• Setting your content marketing objectives to decide on the best strategy
• Identifying and understanding your audience to create content that will build valuable customer relationships
• Understanding the mediums (e.g. email, website, social channels) where your customer is receptive to content
• Developing content that is valuable, relevant, and consistent to make maximum impact on your customers
• Changing standard content marketing practices to meet customer needs and expectations
2:30 pm - 2:55 pm
Panel Discussion Remix - Optimizing Your CX To Retain Customers And Increase Engagement
Teresa Steel -
eCommerce Key Account Manager, Channel, Retail Division,
Schneider Electric
Katrina Schiedemeyer -
Voice of Customer Analyst,
Oshkosh Corporation
Felisha Manos -
Director of Product Management,
Dell
Nick DiPietro -
eCommerce Manager,
STERIS Corporation
Customer experiences are created at all interaction points, making each one just as important as the next. But if you haven’t already made the most of your interactions with existing customers, how can you be sure that the changes you make to your CX will delight in the future? In this session we’ll look at the importance of optimizing CX in order to keep your current customers happy and loyal, and in turn increase your sales.
• Making resolution time a top priority in order to improve customer experience
• Adopting a customer-centric mindset to remain relevant in an evolving industry
• Understanding how customer satisfaction can help you stand out in a competitive environment
• Enhancing your CX to keep your customers coming back
1:40 pm - 3:00 pm
Senior Executive Boardroom
Boardrooms are a great opportunity to meet like-minded senior executives. You’ll be able to network and share best practices around your digital transformation challenges!
Limited to 15 attendees.
2:55 pm - 3:00 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!
2:55 pm - 3:00 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!
1:40 pm - 3:00 pm
Senior Executive Boardroom
Boardrooms are a great opportunity to meet like-minded senior executives. You’ll be able to network and share best practices around your digital transformation challenges!
Limited to 15 attendees.
3:00 pm - 3:45 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!
3:45 pm - 4:05 pm
Solo Presentation - Digital Transformation: Creating a Customer Enablement mindset
Mike Conant -
Director, Digital Strategy, Planning and Architecture,
Agilent Technologies
Digital Transformation seems like a relatively recent phenomenon, but it has a fairly long history of innovation. Yet transforming business operations is the biggest challenge that many established organizations face. Mike Conant will walk through strategic principles used to help drive change in historically successful B2B organizations.
- How immediacy, authenticity and security are key drivers for change.
- How innovations in delivery channels are critical drivers for competitiveness
- Using organizational “hacks” can unlock sources of value and help create the required shift in corporate culture
3:45 pm - 4:05 pm
Solo Presentation – Integrating Sales And Marketing To Reach More Customers
Helene Blanchette -
VP Marketing,
Xerox Corporation
Innovative B2B companies have seen the benefits of integrating sales and marketing. Helene Blanchette will take you on a deep dive on how doing this will enhance each of their functions and generate opportunities to reach more customers.
3:45 pm - 4:45 pm
Challenge Your Peers
Katrina Schiedemeyer -
Voice of Customer Analyst,
Oshkosh Corporation
Challenge Your Peers is an interactive roundtable session that enables you to engage and exchange ideas with your fellow B2B practitioners. You’ll have the opportunity to discuss your biggest challenges areas and find solutions to those problems. Limited to 15 attendees.
Using Your Website To Feature Products That Can Be Difficult To Sell In Order To Increase Revenue
• Using digital tools to create ordering lists that feature your “C&D” items
• Drawing attention to less popular products and changing your customers’ perception of your offerings
• Maximizing revenue potential with the customers you already have by show casing less popular products
4:05 pm - 4:15 pm
Case Study Presentation - Machine Learning And Why You Should Care (For MDM)
Nita Maheswaren -
Director Of Product Management,
Pivotree
Pivotree's Nita Maheswaren will discuss several strategies around using machine learning in conjunction with MDM for optimizing the performance of B2B businesses in 2020 and beyond. He'll elaborate on some of the machine learning processes Pivotree is already testing with clients to streamline their own work processes and delve into why competitive businesses need to examine machine learning as part of their overall MDM strategy in a way that makes sense for their unique needs and positioning in the market.
4:05 pm - 4:15 pm
Solo Presentation - Planning for Personalization in 2020
Richard Isaac -
CEO,
RealDecoy Consulting
In 2020, customers will simply expect e-commerce sites to anticipate their needs and make relevant suggestions. In this session, Richard Isaac, CEO of RealDecoy Consulting, will share his Personalization Maturity Model designed to help B2B e-commerce sites set their own path to personalization based on their specific priorities.
3:45 pm - 4:45 pm
Challenge Your Peers
Katrina Schiedemeyer -
Voice of Customer Analyst,
Oshkosh Corporation
Challenge Your Peers is an interactive roundtable session that enables you to engage and exchange ideas with your fellow B2B practitioners. You’ll have the opportunity to discuss your biggest challenges areas and find solutions to those problems. Limited to 15 attendees.
Using Your Website To Feature Products That Can Be Difficult To Sell In Order To Increase Revenue
• Using digital tools to create ordering lists that feature your “C&D” items
• Drawing attention to less popular products and changing your customers’ perception of your offerings
• Maximizing revenue potential with the customers you already have by show casing less popular products
4:15 pm - 4:45 pm
Please visit Track B for a panel featuring Agilent Technologies, Acuity Brands, and Kaman Distribution.
4:15 pm - 4:45 pm
Panel Discussion – Meeting Your Individual Customers’ Needs: Crafting Personalized Website Experiences
Mike Conant -
Director, Digital Strategy, Planning and Architecture,
Agilent Technologies
Lindsey Riner -
Vice President, Web Marketing and Development,
Acuity Brands
Carlos Camacho -
Senior Manager, Ecommerce,
Kaman Distribution Group
As customer expectations change rapidly due to the influence of B2C experiences, B2B companies have to find ways to deliver personalization that is relevant to every single customer that visits their site. Not doing this put companies at risk for losing customers. This session will take a close look at providing transformative personalized experiences. We’ll talk about:
• Recognizing your buyer personas to deliver the messaging that will persuade them to shop on your site
• Using personalization to streamlining the buying journey for each customer that visits your site
• Identifying the kind of personalization that works best for your site and determining the best places for that content
• Aligning your products and brands to the right customer segments to increase revenue
3:45 pm - 4:45 pm
Challenge Your Peers
Katrina Schiedemeyer -
Voice of Customer Analyst,
Oshkosh Corporation
Challenge Your Peers is an interactive roundtable session that enables you to engage and exchange ideas with your fellow B2B practitioners. You’ll have the opportunity to discuss your biggest challenges areas and find solutions to those problems. Limited to 15 attendees.
Using Your Website To Feature Products That Can Be Difficult To Sell In Order To Increase Revenue
• Using digital tools to create ordering lists that feature your “C&D” items
• Drawing attention to less popular products and changing your customers’ perception of your offerings
• Maximizing revenue potential with the customers you already have by show casing less popular products
4:45 pm - 5:45 pm
"Miami Head" Reception
B2B Miami has been keeping it cool but tonight we are bringing on the heat! Enjoy a “specialty cocktail” and hand rolled Cuban cigars on the pool deck.