B2B Online Europe (past event)
07 - 08 December, 2016
44(0)20 73689332
Day 2: 8 December 2016
08:00 - 08:45 COFFEE AND REGISTRATION
08:45 - 08:50 Welcome comments
Marie-Charlotte Rouzier, Conference Director, B2B Online
08:50 - 09:00 Chair's Opening Remarks
09:00 - 09:25 Interview Interactive: How to Build Measureable and Effective Tests and Trials that Support your Business Case and Value Proposition for Digital
Bernhard has 15 years’ experience in eCommerce and digital transformation with a focus on online, mobile, social, websites, CRM, analytics, and product information management as well as agile project management. In this opening Day 2 session he will detail the following before setting a challenge for you to brainstorm in small roundtable groups.
- How can you remain competitive in a fast-moving digital world when so many eff orts are needed internally to access funding?
- What are the diff erences between internal focus –and external focus –in terms of results?
- How to shift from measuring eff orts to the tracking of results
- What does it realistically mean to accurately demonstrate the concrete value generated by what has been done on the digital side?
- Which elements of the digital value proposition are crucial to increase shareholder value?
- Shifting the focus from key strategic account management to the digital off er demanded by customers: how to calculate your digital market print
- How to get access to the data that is needed to get buy-in for your digital proposition
09:25 - 09:50 Interview: Strategic Digital Transformation in Focus: How the IoT Will Power the Competitive B2B Digital Organisation
09:50 - 10:10 Case Study: Channel Shifting: How can You Increase Customer Adoption Rates to Grow Your Customers’ Digital Engagement?
Vasuki is building the eCommerce team at Fabory and leading the strategic shift from traditional to digital business models. He is also creating and running a team of digital natives to grow market share and increase revenue for the Fabory business through the online channel. Today he will reveal:
- What are the key drivers of customer engagement and website adoption?
- Is the internal sales network key to engage with the website and get customers to adopt the digital proposition?
- How can you persuade offline customers to go online?
- Are there some tested promotional activities that drive customer adoption?
- Aligning with distributors’ promotion schedule and marketing calendar: does it work?
- How to adapt adoption strategies to local idiosyncrasies
- Are your customers less tech-savvy than B2C customers?
10:10 - 10:30 Case Study: The Internal Lean Start-up Incubator: How to Create a Data-driven Mind-set that Supports your Digital Value Proposition and Boosts Customer Adoption
Pascal is responsible for global eCommerce and Lead Management and is enabling the Philips market organisations to execute on eCommerce go-to-market models in the most optimal way for both B2C & B2C. He is focused on driving the organisation’s reputation towards being the preferred partner for all major installers, wholesalers and distributors, through effective digital transformation and the integration of online marketing in the digital ecosystem. In this case study he will detail:
- Can a lean start up incubator act as a digital university internally?
- How can you develop a data-driven mind-set using incubators?
- How can pilot testing support customer adoption rates?
- What does data awareness mean in a world transitioning from offline to online?
- Do you have the right capabilities – people and processes – to drive incubators?
10:30 - 11:10 MORNING BREAK
TRACK A : Mapping the B2B Customer Journey
11:10 - 11:15 Chair's Opening Remarks
TRACK B : Adapting to Mobile Platforms
11:10 - 11:15 Chair's Opening RemarksTRACK C : Driving an Enterprise-wide Digital Transformation
11:10 - 11:15 SYNERGY WORKSHOP: How to Design, Implement and Control a Step-by-step Process for Digital Transformation
Florian leads the digital transformation of QIAGEN and heads the eCommerce organization responsible for $250m in revenues and reporting to the CFO. He leads a cross-functional team consisting of Digital Sales, Marketing, Business Solutions, Digital Service, Analytics, Content Management and IT with 80 team members. He also introduced agile development at the interface of eCommerce, business and IT. In this highly interactive session you will be divided into small working groups to address and find answers to:
- Prioritization: how to design the order in which things are to be done
- Pre-process: how to secure internal support and a sponsor for your digital transformation journey
- Managing complexity: technology and processes at the service of data in modern organisations
- Managing complexity: do you need a chief simplification officer for your digital transformation?
- Tearing down silos and establishing boundaries between business units in support of digital transformation – the role of governance
- How to build your digital transformation team
- What partners are a must-have along the digital transformation journey?
TRACK A : Mapping the B2B Customer Journey
11:15 - 11:50 Case Study Revolution: How to Optimize your Marketing Automation to Drive Customer Engagement and Reduce Costs- What tools are available as far as lead automation is concerned?
- How will marketing automation evolve given the regulatory developments around data management?
- Are marketing automation and intelligent marketing the same thing?
- Is marketing automation the key to driving and attracting customers?
- What are the key benefits of the programmatic approach in addition to customer engagement?
- How are marketing automation tools set up and integrated into your existing systems and processes?
- Which data and analytics provide a better understanding of your customer?
- Following such analysis, how can an enhanced value proposition be automated?
- Which marketing automation systems are used and tested by your peers?
TRACK B : Adapting to Mobile Platforms
11:15 - 11:50 Creative Boardroom: How to Engage the Mobile Customer to Drive Growth – Getting Design and Deployment Right to Build a Competitive Advantage
VWR in France, Spain and Portugal. VWR is a leading global, independent provider of products, services and solutions to laboratory and production facilities.Leading a team of 15 associates who are in charge of digital consumer experience across all business touch points and the whole process of digital transformation. Main challenges often come from the large volume of product information that should be processed and how to drive the transformation in order to combine more efficiently the electronic and the traditional paper channels. He will facilitate this small-group Boardroom discussion by addressing:
- In what ways are mobile applications changing the way B2B businesses operate?
- Mobile as a marketing tool or as a sales platform: getting your B2B focus and investment right
- A tool to engage and help customers: what is the ROI of mobile applications in B2B?
- Product enrichment and content management: can mobile app development help distributors?
TRACK C : Driving an Enterprise-wide Digital Transformation
11:15 - 11:50 TRACK C CONTINUEDTRACK A : Mapping the B2B Customer Journey
11:50 - 12:25 Case Study Revolution: How to Use Digital Tools to Transform the B2B Customer Workflow: Making Customers More Efficient and Driving eCommerce Performance
Jeremy’s extensive eCommerce and multichannel experience includes senior board level roles at Kingfisher, where he was Group Strategy Director, and at Mothercare, where he was Group Multichannel Director on the Executive Board. He also spent time at Screwfix where he was responsible for the company’s award-winning website. Today he will discuss:
- What information must be shared across channels to ensure accurate mapping of the customer journey?
- How can you share that information effectively?
- Beyond prices and products, how can a client’s needs be understood and served across the channels?
- What are the key metrics defining a consistent customer experience?
- How can manual data input be minimised to reduce inaccuracies and costs when integrating your online and offline strategies?
- How can data centres be configured to reduce the number of unnecessary interactions along the customer journey?
- How can tracking and measuring be enhanced to gain end-to-end visibility across the customer journey?
TRACK B : Adapting to Mobile Platforms
11:50 - 12:25 Creative Boardroom: How to Capture Future Trends in Mobile Development to Create Growth
Denis is the Winner of an eCommerce Award organised by the UK Government initiative “UK online for business” and has been on the B2B Online Europe advisory board for 2 years running. He will lead today’s Creative Boardroom discussion by starting with the following points:
- Are B2B customers as sensitive to mobile as B2C customers?
- Out of the box app: is that the B2B answer?
- Leveraging technological evolution: are B2B marketers equipped to select and use mobile technology?
- How to standardise solutions using a single common denominator
TRACK C : Driving an Enterprise-wide Digital Transformation
11:50 - 12:25 TRACK C CONTINUEDLUNCH
12:25 - 13:25 LUNCHJulie Polzerova
co-directorAET
TRACK A : Developing Outstanding Brand Visibility
13:25 - 13:30 Chair's Opening RemarksTRACK B: Small Working Groups: SMEs
13:25 - 13:30 Chair's Opening RemarksTRACK A : Developing Outstanding Brand Visibility
13:30 - 14:15 Case Study Revolution: How to Sell Online in a B2B World: Breaking Through the Noise
Adriana has over 18 years of experience defining and implementing business strategies and developing digital opportunities in the B2B space. Before setting you a challenge to discuss in your roundtable groups, she will detail:
- From strategy all the way down to execution, what are the key milestones to establishing a sound direct sales strategy?
- Tested processes to get buy-in: pilot projects, measurement, tracking and ROI in support of direct sales in B2B
- Lead nurturing and tracking: the road to conversion in B2B direct sales
- How to generate brand awareness
- NPS, customer advocacy and word of mouth: can your B2B brand be supported by a community?
- How to foster a culture of thinking fast and digitally to nurture more leads and convert
TRACK B: Small Working Groups: SMEs
13:30 - 14:15 Creative Boardroom: SMEs: How to Develop a Consistent Global Brand Across Website Structure, Translation, Product Enrichment and Brand Protection
Based in the US, Clark brings his entrepreneurial spirit to supporting the development online on a global scale of PIG Corp. He will lead this Creative Boardroom by first introducing the following topics:
- How do you tackle the global marketer conundrum on a tight budget?
- Collaboration with distributors for SMEs: managing market power and developing sound relationships with distributors
- Website translation, payment and currencies for SMEs
- What can you copy and paste and what should you never copy and paste?
TRACK A : Developing Outstanding Brand Visibility
14:15 - 14:25 Case Study Revolution: How to Protect Brand Consistency Online & Offline to Create Customer Awareness- What defines a clear B2B brand value proposition?
- Are bundles the ultimate answer to win B2B customer confidence and support brand consistency?
- Beyond product, what are B2B customers really buying?
- How does value proposition complement functionality in B2B?
- What digital solutions will support the B2B customer even before they decide to buy?
- How can meaningful touch points be created ahead of the sales touch points to increase B2B customer confidence?
- How can digital marketers influence the B2B customer from brand awareness to hitting the website?
- How can the standard of customer excellence that is developed digitally be duplicated to all offline touch points?
Andrea Leiser
Head of MarketingDistrelec Group AG
TRACK B: Small Working Groups: SMEs
14:15 - 14:25 Session ContinuedTRACK A : Developing Outstanding Brand Visibility
14:25 - 15:00 Session ContinuedTRACK B: Small Working Groups: SMEs
14:25 - 15:00 CREATIVE BOARDROOM: How to Integrate Desktop and Mobile into your Existing IT Structure: SEO, Mobile Application, eCommerce Platform and System Integration
Mikael has spent the majority of his career working in digital and media in the pharma industry and his recent achievements include an 18 month change management project including digital training for product and marketing managers in 20 countries. He will facilitate this Boardroom by first sharing some ideas on:
- How should you choose among the various propositions in terms of eCommerce platforms?
- What are the key features that have to drive your decision process in selecting an eCommerce platform?
- Bespoke vs ready-made: how to understand the real pricing options of eCommerce platforms
- Short-term, medium-term and long-term vision: getting the balance right between your various objectives in building an online sales capability
- Keeping up with the pace of technological change: understanding upgrade processes of eCommerce platforms
TRACK A : Developing Outstanding Brand Visibility
15:00 - 15:20 Case Study: How to Support Brand Coverage Whilst Avoiding Brand Dilution in Direct Sales
Kelly drives the digital marketing strategy and development for the Insulated Panels Division across the globe and is currently leading the complete re-configuration of the Kingspan Group’s web presence, covering 174 sites in all. This involves deep level cross-divisional working to restructure the way the Group and all its companies are presented online, including introducing new standard CMS technology, DAM systems and Marketing technologies to improve lead generation, promote cross-selling and uplift and standardise the whole brand experience of Kingspan across the globe. Today she will reveal:
- Do direct sales truly enhance relationships with end customers and help build brand loyalty to the benefit of manufacturers?
- How can market leaders whose product has become the reference protect the value stemming from their idiosyncrasies?
- Why do organisations have to market at two levels: at the contractor’s level but also at the end-user level?
- How can organisations enter new markets and become brand leaders?
- How can quality become a differentiator in new markets with little product awareness?
- Can customer data be accessed by manufacturers through direct sales?
- How can placement among competitive offers be managed, controlled or influenced by manufacturers?
TRACK B: Small Working Groups: SMEs
15:00 - 15:20 Session Continued15:20 - 15:55 AFTERNOON BREAK
15:55 - 16:40 Panel Discussion: How to Make B2B Glamourous to Attract and Retain Millennials in Digital Marketing and eCommerce Transformation
Getting people with the right experience, who are industry experts but can also be eCommerce experts, who also have the brand at heart and understand technology - this is a big challenge. When it comes to merging three types of skills in one person – technical, digital and business – millennials are the most likely to fit the bill. Experts at driving change and bringing fresh ideas, how can the industry attract them to take over B2B roles usually located in manufacturing hubs? Join Thomas, Denis and Pascal as they brainstorm:
- Location, location, location: are you located in a millennial-free zone and if so, what do you do?
- Can B2B be as attractive to digital natives as B2C?
- Change management, legacy environments and talent attraction: is your HR department working for or against you?
- Pride, prejudice and millennials: is B2B the perfect environment for digital natives?
