B2B Online Asia 2019

23 - 24 October, 2019

Amara Sanctuary Resort Sentosa, Singapore

+65 6722-9455

B2B Online Asia Day 1 - Wednesday, 17th October 2018

8:00 am - 8:45 am Conference Registration & Networking Breakfast

8:45 am - 8:50 am Welcome Address

Danny Levy, General Manager, WBR Singapore

8:50 am - 8:55 am Welcome Remarks

Suhana Begum, Conference Director, B2B Online Asia

8:55 am - 9:00 am Chairperson’s Opening Remarks

Kyriakos Zannikos - Managing Partner, Echo Commerce Asia

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Kyriakos Zannikos

Managing Partner
Echo Commerce Asia

Embracing Digital Disruption

9:00 am - 9:20 am Opening Keynote: What are the key drivers for success in B2B digital commerce?

Keunho Kim - Partner Asia Pacific, Ogilvy Consulting
As B2B practice lead for Ogilvy Consulting Asia Pacific region, KeunHo helps clients achieve business growth through various digital transformation initiatives. He has worked with a number of iconic brands in his career, including IBM, Samsung, Intel, Huawei, and Motorola, in the areas of marketing planning, customer strategy, data-driven business insights, digital marketing, branding, lead management, thought leadership, and ROI optimization.  
 
Join Keunho to discover how you can think big, start small and start now.
 
-          What are the key factors that disrupt B2B business both positively and negatively?
-          How can a company understand the confusing territory of transformation strategically and prioritize its importance?
-          No more sales cycle, it’s all about buying cycle. What implication does this have for B2B eCommerce brands and how can they successfully cope with this fundamental change?
-          How does consumerization of B2B business manifest itself and what does it take to embrace these changes in target audience?
-          Smarketing is the new name of the game for optimum customer experience and revenue growth. How can companies approach this holy grail and where to start?
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Keunho Kim

Partner Asia Pacific
Ogilvy Consulting

When it comes to the digital experience, every company in manufacturing and distribution is different. While some are doing millions of dollars of business online, others are just starting out on their eCommerce journey. Join this panel as they discuss the latest B2B eCommerce strategies and identify where you are on the digital spectrum and what you need to do to succeed.

- What does eCommerce in Asia means for your business in 2019 & beyond?
- How critical it is for you to move online, how will it affect your customers and what are the main challenges?
- How can you get on the digital band wagon and what’s really in it for you?
- How are manufacturers in Asia leveraging B2B technologies to drive data distribution?
- How can you use digital technologies to offer customers a buying journey that responds to their needs and requirements?
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Chris Jordan

Head of Data and Audiences
Salesforce

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Ganesh Kashyap

Global Senior Director eCommerce
Mondelez International

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Jim Lim Shien Min

Global Director, Group Chief Transformation office
Huawei

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Elaine Chum

Head of Digital for ASEAN Pacific
Philips

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Andy Naylor

Head of Digital Strategy and Transformation APAC
Merck Life Science

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Ben Rudnick

Founder
Fun-Hat.com eCommerce Strategies

9:50 am - 10:10 am Keynote: Innovation at the core of your digital strategy: Reimagine and boost your customer experience in a whole new way

Andrew Antal - Marketing Director, Salesforce
Innovation is every bit as important in B2B as in B2C, and the B2B marketer has the opportunity to make a significant impact in this area of their organization. What are the foundations for deploying a successful B2B platform?

It is a known fact that B2B brands have underinvested in rolling out end to end eCommerce platforms. With the rise of digital consumers operating across multi-communication channels, it is expected that having the line of sight across your supply chain will become the norm, so how do you ensure your organisation is primed for success.

-          How do you define innovation in B2B eCommerce?
-          Moving to a culture of innovation: How can you identify the right technologies that fit your product and go to market strategies to boost your online customer experience?
-          How do you bring the right software, technologies and strategies to change your business models to maximise the potential of digital offerings?
-          How can you develop an innovation capability with dedicated processes, staff, facilities and funding?
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Andrew Antal

Marketing Director
Salesforce

10:10 am - 10:30 am Morning Networking Break 1


10:30 am - 10:50 am China Case Study: How has Alibaba and Tencent grown to dominate the Chinese B2B eCommerce market and what can you learn from their success?

David A Lee - Head of Digital Commerce, SIRS Singapore Institute of Retail Studies (NYP)
China’s e-commerce market is estimated to grow to over US$1 trillion dollars by 2018, with the potential of becoming even bigger than the combined markets of the US, Britain, Japan, Germany and France. Driving this growth is e-commerce juggernaut Alibaba, with services offering today’s time-starved consumer total emancipation from the nightmares of traditional shopping.

Join David, who is Digital Excellence Lead for SIRS-NYP, senior business consultant, curriculum developer and lecturer for Alibaba, Amazon, Tencent and Lazada, as he examines:

-          What is Alibaba’s B2B eCommerce model?
-          Different products for different Markets - how can you tailor the same product for a different market to deliver exactly what the buyer wants?
-          What is the key factor for Alibaba’s Success?
-          How did Alibaba capture 80% of the Chinese e-commerce market?
-          Alipay – How did they account for more than half of all online payments in China?
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David A Lee

Head of Digital Commerce
SIRS Singapore Institute of Retail Studies (NYP)

10:50 am - 11:15 am Keynote: The Future of B2B Customer Experience

Nicholas Kontopoulos - Head of APAC and EMEA Commerce Marketing, Magento
There is a growing need for B2B-focused brands to make more of an impact when it comes to pushing customer experience frontiers. Consequently, B2B companies need to re-examine how they engage an increasingly digital savvy and demanding customer base.

Join Nicholas where he will be sharing insights from recently released research from Econsultancy “The State of B2B E-commerce in ANZ, Southeast Asia and India”. This research will shed some ideas on:

- The growing importance of having a B2B customer experience strategy
- The value of bridging the gap between people, processes, technology and data
- The ever-increasing importance of E-commerce within the B2B customer journey
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Nicholas Kontopoulos

Head of APAC and EMEA Commerce Marketing
Magento

As B2B e-commerce is headed towards disruptive transformation, customers will be a critical force to shape the industry. New behaviours, business models, and fast-paced technology will change the landscape in radical ways, and companies will have to embrace the new digital landscape to win, serve and retain customers. In this panel our speakers will demonstrate how you can identify and overcome the key challenges of becoming a digital first organisation.

- What are the main impacts of digitalisation on B2B enterprises and what do digital customers really want?
- How can you build an effective digital roadmap and marketing strategy from the ground up – where to start?
- How can you overcome the key challenges while moving to a digital first organization?
- Finding the right balance: How do you balance digital Vs offline engagement?
- How can you overcome legacy systems to develop and deploy quickly?
- How can you trigger your customer’s interest to buy offline by using eCommerce as an incremental supplementary channel rather that just diverting from offline to online?
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Kilian Veer

Co-Founder
Zageno

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Lars Hanf

Head of eBusiness Platforms
Sartorius

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Parag Kulkarni

Global eCommerce Product Head
Siemens Healthineers

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Lynn Huang

Head of Marketing, Asia & Pacific
Honeywell

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Lennise Ng

Co-Founder at Dropee.com
Dropee.com

11:45 am - 12:25 pm Morning Networking Break 2

Mastering the Fundamentals

Chair: Kyriakos Zannikos, Managing Partner, ECHO Commerce Consulting
In the past, most organisations were designed for efficiency and effectiveness, leading to complicated and siloed organizations. The resulting business models, which were based on predictable commercial patterns, are unsuited to an era of unpredictability and disruption. Instead of mere efficiency, successful organizations must be designed for speed, agility, and adaptability to enable them to compete and win in today’s global business environment.

- Stakeholder management: How to convince internal stakeholders of the value of digital
- How to build robust internal teams to support your digital initiatives
- Where should you situate digital teams within your larger organization?
- Prioritization: How to design the order in which things are to be done?
- The Digital Culture Challenge: How to close the employee – leadership gap in your organization to help drive digital transformation
- Agility: How to cultivate agility as a mindset within the organisaton to drive digital transformation in a fast-paced, competitive customer-centric environment
- The role of governance: How to tear down silos and establish shared goals between business units in support of digital transformation
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Ryan O'Donnell

Director & Site Head- Amgen Digital Health (JAPAC)
Amgen

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David Morrison

Global Director, Group Chief Transformation Office
Huawei

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Navninder Singh

Regional Digital & eCommerce Head, SEA and Middle East
AkzoNobel Paints & Coatings

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Anjali Kalia

Head of Consumer Connections, APAC
Reckitt Benckiser Health

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Hanson Wang

Chief Digital Officer APAC
Saint-Gobain

Track A - Mastering The Digital Experience

1:05 pm - 1:35 pm Sitecore Presentation: Who are your actual customers? Using Digital to enable and increase revenue and engagement with them.
Tony Peters - Regional Digital Experience Lead, Greater Asia, Sitecore
B2B business is going through a lot of changes. The business needs to modernize and set up a strong brand presence to the end consumers, assist distributors to catch up with the latest digital capabilities, and enable their internal sales force to improve sales productivity with each of their individual customers. In this session, we will

- Walk you through the increasing demands from these “customers”
- Share case studies what Sitecore’s B2B customers have done to cope with those increased demands
- Call out the capabilities you would need
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Tony Peters

Regional Digital Experience Lead, Greater Asia
Sitecore

Track A - Mastering The Digital Experience

1:35 pm - 1:55 pm Shell Case Study Presentation: How digital is having a cascading impact on the world of last mile delivery, mobility & B2B transportation
Kaushik Burman - Sales Director, Retail commercial fleet (B2B), Shell
Like a digital hamster, most companies are compelled to keep doing something online. Get behind the hype and trends and make a real difference. Orchestrate digital transformation focusing on the value chain, customers, salesforce, operations, and data…not just the ever-changing ecosystem of technology. Join Kaushik to discover how you can truly change the game and your career:

- Mastering the many different challenges around customer experience: strategy, understanding, design, measurement, governance and culture
- Conversion vs. engagement: How can you identify and use only the highest ROI technologies and channels?
- Creating a recognisable and inspiring voice that your customer understands and expects regardless of channel
- Where are you going and what do you do when you get there?
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Kaushik Burman

Sales Director, Retail commercial fleet (B2B)
Shell

Chair: David A Lee, Head of Digital Commerce, SIRS Singapore Institute of Retail Studies (NYP)

Track B - Mastering Brand, Innovation and Creative

12:25 pm - 1:15 pm Oxford Style Debate: Marketplaces are more specialized, faster, and more personalized - manufacturers and distributors cannot compete and must partner with them
Dhruv Mehrotra - B2B Digital Commerce Leader Asia 3M Kilian Veer - Co-Founder, Zageno Dr. Alok Bharadwaj - MD, CreoVate
Fully engage with the most contentious and divisive issues currently facing your industry. Sit back and witness industry leading figures pitting themselves against each other in a battle to deliver the knockout argument. Will you reconsider your position? And will you walk away with a fresh mind-set and better prepared to take on this key conundrum?
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Dhruv Mehrotra

B2B Digital Commerce Leader Asia
3M

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Kilian Veer

Co-Founder
Zageno

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Dr. Alok Bharadwaj

MD
CreoVate

Track B - Mastering Brand, Innovation and Creative

1:15 pm - 1:55 pm Fire-side chat: How can you create an integrated, optimised, revenue-focused and predictive digital marketing strategy that drives customer experience results and boosts revenue?
David Morrison - Global Director, Group Chief Transformation Office Huawei Rohan Kamra - Regional Digital Marketing Lead, Asia Pacific & Japan, Intel Corporation James Brown - Digital Sales Solution Specialist, RANDEM
Where do you start if you want to develop a digital marketing strategy? It's a common challenge since many businesses know how vital digital and mobile channels are today for acquiring and retaining customers. Yet they don't have an integrated plan to grow and engage their audiences effectively. This All-Star panel will give you the key steps to build an effective B2B digital marketing strategy that will drive customer experience results and boost revenue:
 
-          How can you best influence your internal stakeholders on the benefits of digital marketing and what are the key components needed to make the change happen?
-          Measuring and tracking your marketing automation campaigns: How can you best demonstrate the value your digital marketing strategy will/is bringing to the business?
-          How can your sales and marketing teams best align to achieve the digital business goals?
-          How can you create a digital B2B marketing strategy that is geared towards lead generation?
-          Data driven marketing: How can you create data driven insights for your pre and post sales teams?
-          How can you use marketing automation in B2B to get better results for less money and ensure better long-term growth?
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David Morrison

Global Director, Group Chief Transformation Office
Huawei

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Rohan Kamra

Regional Digital Marketing Lead, Asia Pacific & Japan
Intel Corporation

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James Brown

Digital Sales Solution Specialist
RANDEM

Track C - Think Tank

12:25 pm - 1:55 pm B2B Design Thinking Workshop: Experience how design thinking can help your organisation’s digital innovation efforts across three main challenging areas: people, processes and technology.
Jon Hoel - Managing Director, Innovator SG
This 90-minute hands-on workshop takes you through a simulated industry scenario, followed by an exercise that allows you to deep dive into typical challenges that companies face. You will learn three straightforward techniques that you can immediately apply to various difficulties that your organisation faces, and learn about additional options to create a digital innovation roadmap.

Jon Hoel will facilitate this session from Innovator SG. Jon is a professional facilitator who has run Design Thinking and digital transformation workshops across multiple industries and geographies.
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Jon Hoel

Managing Director
Innovator SG

1:55 pm - 2:55 pm Networking Lunch

1:55 pm - 2:55 pm Closed Door Invite only Salesforce Private Lunch

Digital Innovation in B2B: How to rethink your digital strategy to drive customer experience in your business?
Consumer facing brands such as  Adidas and Samonsite have been able to redesign their digital platforms to take advantage of ever changing customer preferences leading to double digital growth in revenues. Traditional manufacturing companies such as Johnson Controls, Coca-cola and Kelloggs has also experienced similar success in extending their B2B platforms to provide end to end visibility and greater self service capabilities to their customers. Be part of a discussion to understand and hear  how these B2B2C brands have been able to find new ways to engage and better service their customers whilst leveraging legacy systems.
Chair: Kyriakos Zannikos, Managing Partner, ECHO Commerce Consulting

Track A - Getting Your Tech Stack Right

2:55 pm - 3:35 pm All-Star All-Star Panel: Choosing the right partners - How can you select the technologies that best support your front-end customer experience and back-end order and inventory management, billing and customer support?
Kyriakos Zannikos - Managing Partner Echo Commerce Asia Jim Lim Shien Min - Global Director, Group Chief Transformation office, Huawei Parag Kulkarni - Global eCommerce Product Head, Siemens Healthineers Anjali Kalia - Head of Consumer Connections, APAC, Reckitt Benckiser Health Gabrielle Winandy - Digital Transformation & Collaboration Expert, Solvay
As your company continues to optimize its omnichannel processes, you need to ensure you have a smooth methodology for software selection and planning. The senior executives on this panel bring their extensive processes and experiences to life in how they have built out robust online capabilities by deciding which software platform meets your needs, while identifying how to avoid the possible hiccup that cause project creep and budget overages:
- How can you work on an integrated plan to transition from an older model and what is the infrastructure needed to support the technological requirements?
- How can you select your must-have partners? What are the key criteria you need to look out for when determining your wish-list?
- Cost and time to market: How can you take a realistic view on the investment and time required for implementation?
- ERP, PIM and CRM: How can you ensure the three elements for running your businesses online are solid?
- Systems integration: How can you seamlessly integrate your eCommerce systems with your ERP, CRM, PIM and other relevant applications to better deliver a frictionless shopping experience for your customers?
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Kyriakos Zannikos

Managing Partner
Echo Commerce Asia

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Jim Lim Shien Min

Global Director, Group Chief Transformation office
Huawei

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Parag Kulkarni

Global eCommerce Product Head
Siemens Healthineers

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Anjali Kalia

Head of Consumer Connections, APAC
Reckitt Benckiser Health

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Gabrielle Winandy

Digital Transformation & Collaboration Expert
Solvay

Track A - Getting Your Tech Stack Right

3:35 pm - 4:25 pm Case Study Revolution: Leadership and innovation – How to establish a framework, define e-processes and recruit the right talent to turn your digital vision into a reality
Lars Hanf - Head of eBusiness Platforms, Sartorius
Becoming a digital-first company means rethinking every aspect your organization. That includes examining the DNA of everything from relationships with suppliers to compensation for sales teams. Companies often underestimate the breadth of the project and the time it will take to achieve success. Join Lars who oversees all global MarCom initiatives for Sartorius including on- and offline for the two core businesses (Bioprocess Solutions and Lab Products & Services). In this case study, Lars will speak from his experience about the crucial “do’s” and “don’ts” of leading a successful digital transformation.

- Defining your e-processes: How to apply the right digital capabilities to your people, data and processes to create business and customer value
- Empowering your employees: How to empower your employees to deliver their best by creating an environment that’s flexible, intelligent, and allows for collaboration
- Evolving the way the workforce works: How to encourage a higher workplace mobility that facilitates productivity and employee engagement
- Rethinking traditional paradigms: How to find better ways to automate, innovate and create efficiencies across the organization
- Transforming your product: How to leverage technology to transform your core products and services to unlock new revenues and opportunities
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Lars Hanf

Head of eBusiness Platforms
Sartorius

Chair:  Saleem Jumabhoy, Managing Partner, ECHO Commerce Consulting
Content today needs to be informative, creative and entertaining. But how it’s best showcased to quickly be digested can be a quandary. Learn from the panelists as they inspire you to use content to market across various channels and boost sales:

- How can you best identify the types of content to engage your different customer segments?
- What are the engagement and content metrics that matter in this new era of digital marketing?
- How can you re-target your content effectively?
- How can you successfully track the ROI of your content?
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Ajay Shankar

Head of eCommerce
Essilor

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Linda Lim

Global Business Communications Director, Olympic & Sports Solutions
The Dow Chemical Company

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Navninder Singh

Regional Digital & eCommerce Head, SEA and Middle East
AkzoNobel Paints & Coatings

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Anvesha Poswalia

Senior Brand Manager
Asian Paints

Track B - Mastering Content Creation

3:35 pm - 3:55 pm Presentation: Getting your message amplified – How to create engaging video content to seamlessly progress the customer journey?
Nazia Hayat - Social DG Lead, APAC, Oracle
By 2020, video will account for nearly 80% of internet traffic. Video is the go-to platform to showcase products, tell compelling stories and help customers through their buying journey. Join this session to learn video content creation strategies that have delivered return on engagement and investment:

- How can you use video content as a decisive factor that can turn a prospect into a purchaser?
- How can you create video content that is much more than an advert to truly connect and engage with your audience?
- How can you create engaging, useful and memorable video content cost effectively?
- How can video marketing platforms allow you to transform video from a top-of-the-funnel, awareness-generating asset to a revenue-driving strategy that’s deeply integrated across the buyer journey?
- How can you demonstrate ROI on your video investment through a video marketing platform?
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Nazia Hayat

Social DG Lead, APAC
Oracle

Track B - Mastering Content Creation

3:55 pm - 4:25 pm Fire-side chat: Content ROI - How can you increase your revenue by 300% with the same amount of web traffic?
Rohan Kamra - Regional Digital Marketing Lead, Asia Pacific & Japan, Intel Corporation Nazia Hayat - Social DG Lead, APAC, Oracle
A point of differentiation for your business is the story you tell about your products. By curating content and best uses of products, inform the customers from engagement to purchase. The experts on this panel share their best use cases to for content that leads to a great customer experience and increased revenues:

- How much should your content marketing really cost?
- What are the key challenges faced by B2B organisations in identifying content spend?
- How can you capture the total spend on content across the different functions internally?
- What methodologies and frameworks can be used for analyzing and benchmarking your content spend?
- How can you identify the internal, external and the hidden costs of content creation in B2B to quantify the true investment value?
- How can B2B organisations formalise a business level content strategy?
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Rohan Kamra

Regional Digital Marketing Lead, Asia Pacific & Japan
Intel Corporation

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Nazia Hayat

Social DG Lead, APAC
Oracle

Track C - Synergy Workshop

2:55 pm - 4:25 pm Synergy Workshop: Capabilities for you to win fast in the changing Digital B2B world
Tony Peters - Regional Digital Experience Lead, Greater Asia, Sitecore
Sitecore will facilitate a workshop with your B2B business peers. The team will discuss the top of minds challenges for them and agreeing on some prioritized items. The discussion will be guided through the Sitecore Business Optimization Strategy (SBOS) methodology. This is a great opportunity for you to learn from your B2B peers in different industries and create a tactics for you to consider implementing when you are back to your work.
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Tony Peters

Regional Digital Experience Lead, Greater Asia
Sitecore

4:25 pm - 4:55 pm Afternoon Networking Break

Big Ideas Guest Speakers

4:55 pm - 5:25 pm Keynote Case Study: Schneider Electric’s eCommerce journey from experimentation to transformation - How can you create exceptional design experiences that integrate both the asset and customer identity?

Farrukh Shad - SVP Retail Strategy & Global eCommerce, Schneider Electric
With a career dedicated to B2B, Farrukh earned his eCommerce grades at BP and then Philips before joining Schneider Electric in Hong-Kong 3 years ago. With more than 20 years of experience, Farrukh is passionate about marketing management, trade marketing and how new digital offerings impact he traditional B2B sales model. In this keynote case study, Farrukh will share how Schneider Electric successfully set-up its global eCommerce business and contributed 10% towards global sales in the first year.  
 
-       How was Schneider Electric’s journey as digital transformation leader in the energy management and automation industry?
-       What were the steps taken to build the end-to-end digital architecture?
-       How their B2B Online business did grew from 0 to 10% in one year?
-       What were the key challenges faced and what are the key success factors?
-       What are the key lessons to be learnt?
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Farrukh Shad

SVP Retail Strategy & Global eCommerce
Schneider Electric

5:25 pm - 5:45 pm Out-of-the-box Keynote: AI is not killing jobs, it’s killing business models – how should you face such a revolution?

Pierre Robinet - Vice-President, Ogilvy & Mather
Pierre is a senior consultant with extensive experience in conceiving, structuring and selling marketing, digital and business transformation strategies, breaking the rules of traditional marketing and catalyzing innovation-led and data-driven mindsets for his clients. He joined Ogilvy Consulting in 2016 as Senior Partner and leads both the Innovation and the Health & Wellness practice for the APAC region.

- AI moving advanced manufacturing and distribution value to new heights– How to become an enabler of your ecosystem’s platform to refine your business model
- How to leverage new platform business models and re-define your sustainability social engagement and purpose-driven organization and help your employees lead this transformation.
- How can you increase sales with new smart agents, augmented consumer experiences and hyper personalized marketing
- What your marketing team look like in 10 years?
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Pierre Robinet

Vice-President
Ogilvy & Mather

5:45 pm - 6:05 pm Out-of-the-box Keynote: Introduction to Blockchain & Implications for the Digital world - How can you use blockchain to solve many of the pain points plaguing B2B eCommerce today?

Eleanor Jones - Chief Growth Officer, Talenta Group & Co-Founder of Sage, Former Director, Digital & Customer Leadership, The Coca-Cola Company, Talenta Group / The Coca-Cola Company
A closer look at blockchain and distributed ledger technology reveals the deep impression it has made on major banks, Big Data, social media platforms, browser powerhouses and eCommerce leaders. Blockchain eCommerce seems to be the word of the year; well, more like for the years to follow too. The b-word isn’t just a fancy jargon that accidentally happens to be the talk of the town. Blockchain has already started showing much of its potential and is expected to take the world by storm. Join Eleanor – an expert practitioner of blockchain as she examines the early developments in the application of Blockchain, the proliferation in its adoption, its future and how it could shape the world of eCommerce.

- Blockchain & Bitcoin generated a lot of headlines and attention in 2017. There is a lot of interest, but a lot of misinformation on blockchain and its potential for the future
- Blockchain will, over time, revolutionize the back end of many legacy businesses, as well as allow for the creation of new, blockchain native business models
- Blockchain will be bringing in a new number of peer-to-peer, B2B businesses that disintermediates a central entity
- What does your organization need to know & prepare for the advent of this technology?
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Eleanor Jones

Chief Growth Officer, Talenta Group & Co-Founder of Sage, Former Director, Digital & Customer Leadership, The Coca-Cola Company
Talenta Group / The Coca-Cola Company

Marketplaces - Friend or Foe

6:05 pm - 6:10 pm Chairperson’s Closing Remarks

Kyriakos Zannikos - Managing Partner, Echo Commerce Asia

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Kyriakos Zannikos

Managing Partner
Echo Commerce Asia

6:10 pm - 7:10 pm Networking Drinks Reception