Day Two: August 27

12:00 pm - 12:05 pm Opening Remarks – Olga Rodriguez, Program Director, B2B Online

12:05 pm - 12:15 pm Chairperson’s Opening Remarks

12:15 pm - 12:45 pm Fireside Chat: Leveraging Voice of Customer to Co-Create in eCommerce Development Cycles

Jennifer Alexander - Director, Vision Experience, Global Transactional Services, Johnson & Johnson Vision

Providing customers with a seamless easy to use eCommerce experience is your goal. Harnessing customer feedback – their ideas on what parts of your site they love, what features they wish you offered is a great way to tap into your customer base and prioritize new feature development. 

  • Understand how to set up and create ongoing customer experience feedback 
  • Review a few options for how to engage your customers
  • Getting buy-in from leadership (and legal)

Jennifer Alexander

Director, Vision Experience, Global Transactional Services
Johnson & Johnson Vision

12:45 pm - 1:05 pm Partner Presentation - Is Your Buyer’s Experience Built On Instinct Or Insight? How Journey Mapping Can Inform A More Customer-Centric Digital Design

John Ours - CEO, Paragon

Applying B2C concepts can enhance your B2B buyer’s journey, but not always. Knowing which B2C experiences to leverage for your audience starts by understanding how your customer shops and empathizing with their unique needs. Yet, many B2B companies tend to view their customers as a homogenous segment whose values, attitudes, behaviors and needs are the same. Or, we react to whichever customer or internal stakeholder has screamed the loudest recently. Rarely do we gain insight to buyer’s perspective. Perhaps it’s organizational instinct or “what we’ve always done”. Perhaps it’s a notion from your sales team or a business analyst who was once a customer. Often overlooked is the true voice of the customer. 

In this session, we’ll discuss how research strategies such as journey mapping can help you best understand your customer and their buying journey – and how doing so can have a positive effect on both their experience with your brand and your bottom line. We’ll share real-world client examples of how customer insights can inform an intelligent product roadmap that prioritizes website features and functionality that will be most impactful. You’ll also learn tips to recognize, adopt and apply B2C commerce tactics that add value – not based on what’s cool or Amazon-trendy, but rather what’s “right” to make your customer’s online experience easier, personal, and ultimately, delightful.  


John Ours


1:05 pm - 1:25 pm Fireside Chat: Using Marketplaces To Concentrate Product Demand And Reduce Friction In the Buying Process

Jamin Arvig - Founder, US Water Filters

Millennial B2B buyers are making a strong shift away from traditional offline purchasing and procurement. As more of this demographic joins the B2B industry, demand marketplaces will only continue to increase.

  • Understanding the supply and demand side of B2B marketplaces
  • Providing customers with a convenient purchasing experience
  • Examining the ways in which marketplaces are impacting customer expectations
  • Creating content to educate and support your marketplace buyers

Jamin Arvig

US Water Filters

1:25 pm - 1:45 pm Partner Presentation - EnterWorks

1:45 pm - 2:05 pm Panel Discussion - Using Artificial Intelligence To Transform Your B2B eCommerce Website

Adeel Murtaza - Head of eCommerce Technology, Unilever – Food Service Direct

As B2B eCommerce becomes increasingly competitive, it’s critical that companies have websites that go beyond passive order taking. In a digital-first world B2B companies will need to implement functionality on their website that will actively generate sales and increase customer satisfaction. In this session you will get insights and strategies you can use to transform your eCommerce website and take it to the next level.

  • Enhancing search functionality to show customers relevant results
  • Using advanced website tools to nudge your customers toward higher revenue sales
  • Leveraging AI to automate cross-selling
  • Implementing AI-enhanced websites to create a personalized buying experience 

Adeel Murtaza

Head of eCommerce Technology
Unilever – Food Service Direct

2:05 pm - 2:25 pm Partner Presentation

2:25 pm - 2:45 pm Presentation - Evolving Your Pricing Strategies To Meet Customer Needs

The COVID-19 pandemic has caused major shifts in demand, and these shifts have required B2B companies to update their pricing models. As some sectors of the economy begin to reopen, the assumption can be made that product demand will shift yet again. B2B companies need to implement strong price management practices in order to make the necessary adjustments to these drastic changes in the economy.

  • Updating price segmentation to reflect changing market conditions
  • Formulating pricing strategies based on COVID-19 demand categories
  • Avoiding panic-driven discounting that would ultimately be ineffective
  • Understanding how price will be an factor to drive new business post-COVID 19 

2:45 pm - 3:05 pm Partner Presentation

3:05 pm - 3:05 pm End of B2B Online Virtual Event - Day Two