B2B Online Europe 2015 (past event)
06 - 08 December, 2015
44 (0) 207 368 9332
Mon 30th Nov- Focus Day: The A-Z of Creating a B2B eCommerce Strategy
09:15 - 10:00 Coffee and Registration
10:00 - 10:10 Opening Remarks from the Chairperson and Business Card Exchange
10:10 - 10:30 OPENING KEYNOTE: How is digital transforming the B2B market and how can your organisation benefit?
-
How can effective change management and eCommerce organisational design provide upscaling opportunities?
-
Discover how understanding the digital channels can enable a deeper understanding of customer behaviour and aid personalisation
-
Evaluate how correct utilisation of digital channels can drive down costs and increase your business margin
-
Compare how digital transformation can offer huge benefits to different sectors and company size to more traditional and offline marketing
10:30 - 11:15 Where to start? Preparing and managing an organisation that can cope with increased online growth
-
What is your business objective? What are you really looking to achieve with your current business model?
-
What are the organisational challenges to move from 3% to 30 % online sales? Where to position your resources and budget to maximise this digital shift?
-
How to develop the user experience to be more customer focused
-
How to best structure a business case and ensure it becomes a central tool throughout the whole project lifecycle
-
What systems need to be in place in order to get an ROI?
-
How to ensure your strategy avoids money and time loss
11:15 - 12:00 CASE STUDY REVOLUTION: Aligning offline and online sales efforts - how to create incentives that minimise conflicts and ensure a streamlined customer journey
-
Identifying whether alignment and integration of sales and marketing is needed for your business digital efforts- what are the first steps to consider to make this transition successful?
-
What incentives and motivation techniques can be provided to avoid repercussions with sales and digital channels?
-
Developing education pieces to help demonstrate how offline and online sales strategies compliment each other and can help the whole business grow revenue
-
Organisational restructuring to reduce silos and offer more streamlined communication between sales and marketing
12:00 - 13:00 Lunch
13:00 - 14:40 ROUNDTABLE DISCUSSIONS: How to identify which tools and/or partners will enable you to meet your business goals and ROI objectives
Speakers:
Mark Sutherland Head of Digital Proposition & UX (User Experience) SIG Insulation
Andrew Freeman Global Business Partner - eCommerce Technology Leader Kimberly-Clark
Antoine Aranda Director, eBusiness VWR International
Eric Fergusson Head of Retail Services eCommera
Sacha Williams Business Development Director eCommera
Mark Sutherland Head of Digital Proposition & UX (User Experience) SIG Insulation
Andrew Freeman Global Business Partner - eCommerce Technology Leader Kimberly-Clark
Antoine Aranda Director, eBusiness VWR International
Eric Fergusson Head of Retail Services eCommera
Sacha Williams Business Development Director eCommera
Table 1: eCommerce platforms; Andrew Freeman, Global Business Partner, eCommerce Technology Leader, Kimberly-Clark
Table 2: Product Information Management; Antoine Aranda, Director, eBusiness, VWR International
Table 3: eCommerce strategies; Eric Fergusson, Head of Retail Services & Sacha Williams, Director, Business Development, eCommera
Table 4: eProcurement; Mark Sutherland, Head, Digital Proposition & User Experience, SIG Insulation
14:40 - 15:20 ALL STAR PANEL: How can companies best prepare, sustain motivation and encourage long term digital thinking during organisational restructuring?
-
Integration between sales, marketing and IT- how to best align targets and communication to streamline the digital journey
-
Cultural change: The use of digital leaders and evangelists on digital solutions and how they can help ‘’thinking digital’’ internally and externally
-
How to keep process optimisation simple to encourage adoption of digital channels and motivation
-
Looking outside your organisation: Determining who to benchmark against and where to look for inspiration
15:20 - 15:50 Afternoon Break and Networking
15:50 - 16:25 ALL STAR PANEL: Creating a unified customer message – how can you harmonise your regional digital efforts with corporate branding and marketing?
- How to motivate regional teams and advocate digital activity in a way that will inspire
- Identifying corporate and regional digital expectations to better understand what will best motivate and drive the digital strategy long term
- Establishing regular communication and validation systems to ensure that information from regional and global levels are unified in product information and branding
- Effectively managing competing brands within an organisation:
- Evaluating true objections and requirements from internal teams and comparing to what each brand customer requires
16:25 - 17:10 CASE STUDY REVOLUTION: How to build an effective business case that guarantees internal buy-in and encourage digitalisation from the inside out
-
How to set up realistic goals and expectations in line with other internal departments
-
Evaluating how digital currently fits into the company ecosystem and how this matches your proposal
-
Effectively demonstrating how the project will generate revenue, cuts costs, and deliver additional benefit
-
Developing KPIs to prove ROI of how digital/online efforts distribute true value to the sales funnel and how to demonstrate you have achieved these goals
-
How can digital contribute to customer lifetime value to all internal teams
17:10 - 17:30 CLOSING CASE STUDY: Taking an eCommerce strategy and leveraging customer data to build a smarter business
-
How to instill a ‘customer first’ ethos and generate excitement in your sector through online
-
Leveraging metadata and how can this drive a better understanding of your customer behaviour and needs
-
Building a business intelligence platform: Harmonising regional CRM and digital differences to work as a more aligned global organisation
-
How can predictive models on customer drive R&D changes?