Digital Innovation and Disruption

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If you are interested in chairing this track, please contact Alicia Upchurch at alicia.upchurch@wbresearch.com

Understanding what your customers want to see when they open your site is vitally important. What they are looking for and how easy it is to find that becomes the chief concern.
• How are you structuring your homepage and what is the hierarchy? Why?
• What type of content and images are you including, and why?
• What tests have you done on your site (or have you not done) to see what is working, and what is not?

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When it comes to social media, there are varying views on how effective it is in the B2B world. While some don’t think it yields any results at all, others rely heavily on one or two platforms. So which is right for you?
• Tactics on initiating new relationships through a social media platform
• Showcasing your expertise to teach users and build brand awareness
• Assessing your social media opportunities and identifying when it is a waste of time and resources

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2016 will give manufacturers and distributors the chance to redefine the customer experience with multiple new technologies. Mobile apps and the Internet of Things (IoT) hardware solutions are not only digitizing our lives, but also engulfing us in vast amounts of data in a constant shift between online and in-person interactions. This talk will introduce the top digital business imperatives for 2016, which must include a focus on customer experience, embracing the post-mobile era, and disrupting your own business before the competition does.

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Join this session to demystify the topic of digital transformation with in-depth look at market dynamics, drivers, KPIs and what B2B organizations are doing to transform digitally. Join Jill Steinhour, Director Industry Strategy and Errol Denger Director of ecommerce at Adobe to hear best practices for B2B organizations who are shifting their businesses to digital.

Take charge of your digital transformation

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These days the common phrase on your phone is “mobile first”. As customers continue to use their mobile device as seamlessly as their computer, so too must your mobile strategy be as seamless as your other channels. But integrating any new channel into your existing infrastructure can be a challenge.
• Building a seamless mobile strategy that mirrors your online portal
• Creating an internal culture that promotes mobile equally
• Understanding what content is needed across all channels

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In the consumer retail world, there are very clear guidelines when it comes to social media. Instagram is for graphics, LinkedIn is for careers etc. But as B2B moves into social media, they must determine for themselves what these available platforms can do for them.
• Is it LinkedIn? Facebook? Twitter?
• Should you be creating your own in-house social platform?
• Understanding what your B2B customers want to discuss freely

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Sometimes even the simplest element can confuse users and impact conversion. A great mobile experience is one where friction caused by poor UX has been exterminated from the user journey, especially within the checkout experience. Now that mobile has become a basic customer expectation, brands need to be diligent in removing UX errors to ensure sales and return visits. Our speakers will provide examples of typical UX obstacles and how to fix them. During this workshop our UX experts will walk delegates through 10 common UX mistakes and touch on the principles of great UX that can be used to deliver high-performing mobile experiences.

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SEO tactics and strategies evolve every year as Google continues to roll out updates to its algorithm. For over a decade, there have been tried-and-true strategies for increasing your site’s visibility in Google, from link building to keyword research, content writing and structural site elements. But in today’s world, mobile SEO strategies are more important than ever, and complex commerce sites require specific SEO strategies to garner Google’s favor. In this session, you’ll learn the top strategies to employ this year to climb to the top of the search engines and set your web presence up for long-term success.

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There are varying opinions on how helpful and hurtful digital marketplaces like Amazon, eBay, Alibaba can be. If you partner with them correctly, they can be a great tool. But if not, communication with your end customer gets lost in translation. Hear seasoned executives discuss the ways to navigate digital marketplaces.

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As pressure continues to build for digital functions to perform within the organization, teams need to shift the messaging internally. Companies that are largely focused on checking boxes and having a proper operations chain-of-command may be missing out on the real issue: revenue generation. Change the mindset of yoru organization to think revenue, not operations.

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Today’s digital marketplace requires companies to establish the right technology foundation. Simply replacing your front end, customer-facing systems won’t create experiences to differentiate your brand and delight your customers. In this interactive workshop, learn from a seasoned panel of experts about their digital journey transformations and the decisions and considerations made, including:
• Deployment approach of point solutions vs all in one system
• Customer, item & order data from multiple channels
• Critical ecommerce functionality
• B2B marketing capabilities

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How to improve and speed the flow of product information between manufacturers and distributors.
How you manage and control the flow of product information throughout your enterprise has a significant impact on channel partner relationships, product information quality, cost-saving initiatives, and e-commerce performance and revenue. With thousands of channel partners, millions of products, and complicated systems and workflows, manufacturers and distributors face serious challenges today with online product information.
In this hour-long, interactive workshop, learn from Codifyd consultants about developing a scalable, sustainable product content strategy across business units, technologies, and processes. You’ll leave with actionable takeaways that help you achieve high-quality product information for improved relationships and e-commerce success.

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