Day Two, Tuesday, Nov 15, 2022: Focus On Your Customers: Defining & Creating Excellent CX

Ryan Kulp, Program Director, B2B Online 

Ryan Kulp

Program Director
B2B Online

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In the B2B world, marketing automation and orchestration can provide a significant advantage over your competitors. It helps you manage complex processes and build relationships with customers across different channels. Marketers are often responsible for generating leads, nurturing those leads into opportunities, and converting prospects into customers. The problem is that most marketers don't have the time or resources necessary to do all these things properly on their own. This means they're forced to spend more time than they should building manual or semi-automated methods that lack repeatability or scalability. Setting up simple algorithms around actions to capture more information and determine data points that will create utility and value for the customer

With marketing automation platforms - choose one, many have similar core capabilities - companies can automate repetitive tasks like lead generation emails so that marketers can focus on what they do best: creating engaging content that helps build relationships with leads until they convert into opportunities or customers! Orchestration allows marketers not only build a consistent customer experience but also connect all platforms e.g. social, paid media, lead management, etc., together so there's no redundancy between departments within an organization (e-mailing someone only once instead of three times and using display as a retargeting tactic if email is unresponsive).

Mark Pickett

VP of Marketing
MSC Industrial Supply

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Abstract: Covid dramatically changed the way in which we market our brands. It forced companies to tell their stories digitally, maximize touchpoints/interactions with customers, and accelerate the need for purpose driven marketing. In addition to enhancing how to externally market your products, it also impacted how we share our stories internally with our own businesses, to foster community and develop/attract talent. During this presentation, Diane Hund, SVP & CMO with US Foods, will discuss how she is helping to strengthen the brand externally/internally, and will cover:

·       Building the capabilities and capacity to propel digital marketing

·       Identifying your true purpose-driven marketing

·       Building and maintaining a hyper-focus on the customer

·       Leveraging new eCommerce platform to help overall CX

Diane Hund

SVP & Chief Marketing Officer
US Foods

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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 will discuss: 

· 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

Jon Reily

SVP Commerce Center of Excellence
Bounteous

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Kevin Stone

VP of Corporate Account Support & eCommerce
Motion Industries

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Brandon Snyder

Head of Digital Customer Experience
City Electric Supply

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Marta Dalton

VP Data Analytics & Customer Insights
Amyris

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Jason Hein

Principal Product Marketer
Bloomreach

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Join us for a networking break in our exhibit hall! Lets get this Par-Tea Started! Stop by our exhibitor booths to win some great prizes and learn about the newest tools and solutions in your industry 

When it comes to the purchasing journey in B2B, the buying cycle can be tedious. When you go to market with your products/services, it’s vital to always keep the customer top of mind when making decisions related to delivering the product to boost their satisfaction….and develop loyalty! During this interactive session, we’ll poll our audience and learn what the B2B Online Community is doing, how you’re communicating with customers, Important of Omnichannel strategy, and benchmark your advocacy for a CX first approach.

• Priorities For business
• Omnichannel Strategies
• Engagement Tools; what works best

Meeta Kratz

Head of Strategy, Commercial Marketing and Data Science
Thermo Fisher Scientific

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Hendrik Van Der Vaart

Head of Product – Web Commerce
Eaton

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All B2B manufacturers and distributors are struggling with a similar burning question: Should they bring employees back into the office or allow them to continue working from home? Surveys show that knowledge workers have taken to the flexibility and time-savings associated with a no-commute, work-from-home arrangement. But many employers worry that permanent remote work will negatively affect corporate culture, employee productivity, and talent acquisition and retention. Join Brian and Andy and a panel of industry insiders for a lively debate about nothing less than the future of how B2B Ecommerce will work! 

Brian Beck

Co-Founder
Master B2B

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Andy Hoar

Co-Founder
Master B2B

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We have a variety of topics to discuss while you chow down and connect with your peers! 

As we’re coming to the end of the day, we’ve still got some fun surprises up our sleeve. Swing for the Fences and go all out at this last break of the day! Beers, Pretzels, and Popcorn will be served in additional to some memorable moments. Touch base with your peers before you depart for the day! 

Accordingly to a 2021, B2B Buyer survey, 51% of buyers come to a B2B eCommerce Site because of the experience, Price, the second biggest piece at 48%. Meaning, your customers are more focused on the ease of use, and functionality of your site than cost. So the question becomes, do you need to have a better CX or cost? We’ll examine both sides during this engaging panel discussion.  

• Data methodology 
• Focus on how to measure true end customer experience 
• What matters to leadership? 

Jon Reily

SVP Commerce Center of Excellence
Bounteous

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Anu Gupta

Regional Vice President Ecommerce
Tessco Technologies

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Ken Clinchy

Head of Digital and Marketing
FleetPride

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Rob Richardson

Senior Digital Product Manager, Digital Products
MillerKnoll, Inc

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B2B manufacturers and distributors are in various stages of their digital transformation to ensure continued growth and customer loyalty in the context of increased competition, and consolidation. This transformation demands the entire ship to change course, including changing organizational structures, redesigning strategy, training staff and customers to do things differently and changing technology platforms. Find out how to take the pain out of change, including: 

• Determining what works and doesn’t work to get internal buy-in at the beginning of your digital transformation process 
• Engaging all stakeholders – from the CEO to the call center  
• Effective methods to break down silos and self-contained teams to create internal efficiencies 
• Connecting the dots and driving change in a decentralized environment 
• Partnering with supply chain, operations, finance and beyond to mitigate the impact of tariffs and deliver on growth through digital channels 

Jon Reily

SVP Commerce Center of Excellence
Bounteous

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Jenny Strange

Senior Director Transformation Design
Koch Industries

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Fauzia (Foz) Saeed

Director Analytics & Competitive & Market Insight
Thermo Fisher Scientific

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