The Customer-Centric Digital Experience

In this interactive breakfast, the women of B2B get together to discuss the challenges of working in the manufacturing and distribution sectors. Everything from what your best career move was and how you got into the B2B space, to how you maintain that work/life balance and how you handle both work and children. Women of B2B, come join this closed door breakfast led by Marta Dalton of Coca-Cola, for a delicious breakfast and a chance to meet some of your fellow female leaders in B2B!

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With a market as big as B2B, it can be tough to figure out where you fit in. The digital experience of companies runs the gamut of companies looking to expand into foreign markets, companies building mobile strategies and companies looking to onboard their very first digital executive. So where do you sit along the spectrum of digital transformation and what does that mean?

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We all hear that B2B marketing is “different” from B2C. But what does that mean? Who is your marketing target and how do you do speak to them differently? Understanding when you are speaking to the purchaser, the decision maker, the manager or the builder on site is a complicated feat. How do you know who you are talking to and what they really want?

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To succeed in the NBA game built for much taller and athletic individuals, “Stephen Curry” looked beyond his physical limitations to control and guide the game towards his strengths and capabilities. Through his transformation many B2B companies can learn how to play in an environment where the court has bigger and stronger players. We are seeing more mergers of companies to give themselves greater reach. We are seeing digital transformation, continuously evolving strategies and constant innovation in the B2B environment as we strive to understand and super-serve our customers wherever, whenever, and however they want to interact.

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Content is King. You’ve heard it before and you’ll hear it again. Almost everything you do in your digital strategy comes back to your content. It is the core of what your customer interacts with. With often hundreds of products and dozens of options in how to display that, what works for you? What content should you be investing in? And what is just not necessary? What does your content selection say about you?

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Need a pick me up? We have coffee with a kick in the Solution Zone! While you’re there check out the latest solutions for your business!

There are few companies as highly regarded in the eCommerce and digital community as Amazon. It is the B2C giant that continues to push the boundaries and stay ahead of the pack. With the introduction of Amazon Business, it’s B2B counterpart, Amazon has adopted its best practices from its parent site to deploy. Here Amazon walks you through what makes them unique, and what you should learn from them. Are they a partner or competitor?

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Different companies and markets have developed different models on how OEMs engage with their channel when it comes to Commerce. The models in existence today range from “collaborative” to “competitive”. This session will give an overview of the different models and discuss their Pro’s and Con’s as well has showcase Hewlett Packard Enterprise approach towards channel enabled eCommerce.

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B2C e-commerce has induced a change in behavior and today B2B consumers expect the same kind of experience as B2C consumers. Whether a manufacturer looking for a new innovative sales channel for its distributors, or a distributor wanting to offer its customers more choice with complementary or related products and better pricing, the marketplace model represents a huge opportunity for B2B businesses.

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As millennials become the largest buying generation ever, it is important to look at what they value, how they interact, and who they interact with. The standards and practices around Millenials interactions and values is vastly different from generations past. When focusing on this demographic, you have to drastically change the way you market both internally and externally.

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Time for a beer! Join our Happy Hour in the Solutions Zone. While you’re there check out the latest solutions for your business!

At NI, their sales teams are being asked to focus more on higher volume account but that has created a segment of more transactional sales opportunities that were not being served. In the digital space, they started out researching and building a customer journey that allowed them to create a content strategy that would work for these more transactional customers. But, due to outdated tools and infrastructure, they were not able to execute on the new content strategy. Adding in a new CMS, commerce engine, PIM and analytics tool they have begun a transformation of our entire stack to support our customers as they move through their journey.

They are in the middle of transformation. Dealing with integration with legacy tools, dramatic changes in content and ambitious sales goals they are grounded by the customer needs and focused on using the customer journey to drive their decision making as they transform our digital experience. Nathan will outline this transformation journey during this kick-off session.

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• Understanding where you customers research when they aren’t with you
• Using peer recommendations to raise brand awareness and create validation
• Developing strategies that make you easy to recommend and top-of-mind to customers

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Peer-led informal discussions focused on specific digital B2B challenges. Choose two topics for 30 minutes each (one rotation). 10-12 participants per table

1. Manufacturers and Distributors: Driving eCommerce Results in Harmony, Rob Stowell, Client Partner Codifyd

2. Leveraging your Highest Revenue Channel, Chris Putnam, B2B Solution Architect – Selling and Fulfillment, IBM

3. Customer and Field Sales Adoption of eCommerce, Dwayne Doshier, Director, Customer Growth Services, Insite Software

4. Changing the Game in B2B Commerce. Scaling for Growth in a Trillion Dollar Industry, Andrej Maihorn, VP, Customer Innovations, Intershop, Albert Woo, Managing Director, US and APAC, Intershop

5. Digital Strategy Playbooks – “A Deeper Dive”, Keith Klade, VP, eCommerce, Layer One Media

6. Marketplaces - The Future of B2B eCommerce, Adrien Nussenbaum, Co-Founder and CEO, Mirakl Inc.

7. Back to Basics: Building E-commerce Foundations for the Future, Zach Hanlon, Product Marketing Director, Oracle

8. Deep Dive Discussions Focused on Specific Digital B2B Challenges, Matt Ruud, Director, Organic Search, Perficient

9. How to Turn Product Content into Powerful Sales Tools, Jeff Hunt, Chief Executive Officer, Snap36

10. E-Commerce and its Role in Channel Management, Suchit Bachalli, President, North America, Unilog

11. Dos and Don'ts to improve mobile B2B UX, Carin Van Vuuren, Chief Marketing Officer, Usablenet

12. Transform your B2B Digital Experiences, Charles Sherman, Sr. Evangelist – Media and Advertising , Adobe

13. Now, Near, Next: B2B Mobile & IoT Strategies, Jared Johnson, Sr. Digital Strategist, Solstice Mobile

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Take a quick trip across the pond to Germany for a bier or trek South to Brazil for some coxinhas, all while enjoying the gorgeous view from the Loews Terrace! Play the passport game and earn points and prizes for every country station you visit along your evening voyage!