Building Innovative Digital Strategies

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When asked who leads the digital transformation of the B2B world, the answer is undoubtedly, Grainger. With over $3B in online sales and a seasoned eCommerce team, Parvez Patel, along with the rest of the team, has cultivated a world-class omni-channel strategy. Here Parvez will discuss:
• The journey Grainger took, becoming the digital giant it is today
• What the future holds for the B2B industry and how to tackle the breakneck speed of the ever-changing sector
• How to build an effective omni-channel strategy that puts you on the path to scaling your organization

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Industry expert Andy Hoar takes an in-depth look at the journey the digital B2B industry is on. Over the past few years, the B2B digital sector has gone through numerous transformations, and it is clear it is just getting started.
• What does it take to succeed in today’s B2B digital market?
• What challenges will you face?
• What is coming down the pipeline in 2016? 2017?
• What will you need to know to survive in eCommerce three years from now?

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As digital transformation takes hold, manufacturers and distributors need a comprehensive digital strategy to guide the way.
Since this transformation impacts nearly all areas of the business, we will explore an “eyes wide open” agile approach to crafting and executing a digital strategy.

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Wherever you are in your B2B eCommerce journey, having a model by which you prioritize all of your initiatives is critical. This model should include a business case and return on investment. In this session, Justin King will walk through how to build a business case and demonstrate how you can use that to prioritize your investments.

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As a newer function within the B2B industry, it can be difficult to get your larger organization on board with digital change. It forces a cultural shift that can be foreign and at times, unwelcome. But its importance far outweighs its pitfalls. In this panel, digital executives will discuss what and how to get your colleagues and leaders on board with a common digital strategy and omni-channel cultural shift. Specifically:
• Building a positive digital reputation within the borders of your organization
• Pulling the right analytics to back-up your internal campaign
• Spreading the word cross-functionally – tailoring your approach to each function

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We all hear that the B2B customer is “different” from B2C. But what does that mean? For starters, the person who wants your product may not be the same as the person buying the product who may also be different than the person using the product. So who is your marketing target and how do you do speak to them differently? Should we incorporate learnings from the B2C world into this complicated mix? Because everyone is a B2C consumer in their private life, it sets the bar of online expectations to a different level. Embracing this expectation can lead to radically better performance in B2B marketing initiatives.

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BSN Sports is the largest distributor of team sports apparel and equipment in the United States. The company goes to market through direct mail catalogs, websites, and a 400 sales force located coast-to-coast to service its customers. During this session, Paul Kruger, Director of Internet Operations at BSN Sports and David Hess, Director of Sales at Perficient will present a brief case study about BSN Sports eCommerce transition and some of the features and functionality necessary for them to meet specific business requirements, provide a positive user experience, and continue to support and enable their sales force.

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The ‘human’ evolution of B2B commerce is demanding a new breed of technology solutions. There is no doubt that B2B Commerce will be pushed into delivering experiences with the ‘least human interaction’. Delivering these complex experiences within B2B requires that companies look beyond domain specific solutions. Companies will need to approach this problem by identifying a way to bring the entire E-Business Infrastructure into play. Easier said than done? What does that mean? In this session Unilog’s Suchit Bachalli will discuss how a new, more complete approach to B2B Commerce can help companies, both large and small, deliver exactly that. A true Contactless, Omnichannel B2B Experience.

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One of the biggest challenges of a comprehensive B2B digital strategy is in the complex pricing structure that accompanies it. Martin Rohde has been dealing with in-depth, custom and confusing contracts and pricing for years. How do you give your clients a clear yet custom online pricing message? His tactics on:
• Strategies to clearly bring an offline contract online
• Using the login as a tool to personalize customer pricing
• Simplifying the pricing and sales options to create a clear online message

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This is your opportunity to break into small groups and brainstorm with your peers on specific topics around digital innovation in B2B. Topics TBA.

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