B2B Customer Experience Day

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ANA B2B Customer Experience Day 2018

Customer experience in the B2B space is becoming an opportunity for growth and deeper connections. Approximately 80 percent of executives in B2B companies believe that offering an outstanding customer experience is directly connected to generating better business results and ensuring the company has a competitive advantage. However, fewer than a quarter of these companies excel at offering meaningful customer experience, according to Customer Think.

How does the B2B marketer tap into insights, anticipate behaviors and build meaningful customer experiences? Customers buying toothpaste and customers buying jet engines have some similarities in purchasing behavior – but the jet engine customer's journey is longer and unique to B2B. Content marketing, understanding buying behavior and a strong sales-marketing alignment all contribute to the B2B customer journey.

We have designed a fully engaging and immersive Customer Experience Day – where we invite our committee members to listen and learn to leaders in the B2B space, as American Express and others share their wins and strategies for best-in-class customer experience.


9:00 am - 9:30 am - Networking Breakfast

9:30 am - 9:45 am - Introductions


9:45 am - 10:30 am
Session 1: Networks and Narratives: Authentic Storytelling in the Digital Age

In today's digital world where networks reign supreme, storytelling becomes the connective tissue that brings us together. From Silicon Valley to Wall Street, we see these networks come to life and thrive on stories of innovation and progress. But just as these networks bring people in, they also leave gaps that create opportunities in a commercial ecosystem that favors businesses with access to people, resources and ideas. Join David Rabkin, Executive Vice President and Head of Global Marketing for American Express' Global Commercial Services division to hear how digital storytelling takes place in a world made up of networks, and the implications of living in a time where being connected is everything.

David Rabkin
Executive Vice President & GM, Marketing, Global Commercial Services, American Express

10:30 am - 11:15 am
Session 2: 
Why Creativity Matters More Than Ever in B2B
From strategy to execution, B2B advertising and marketing have become more systematic and mechanized than ever before. In an industry increasingly reliant on technology, what's the role of creativity – is it a meaningful differentiator? Or just a decorative wrapper on data-driven, automated campaigns? Maybe it's something else altogether, and it's time for marketers and agencies to work together to find this "third way."

PJA's EVP of Strategy, Robert Davis, will explore these questions through a fresh lens –innovation strategy. Expect new thinking for marketers looking to get the most out of their brand's creative core and your investments in marketing technology. You'll learn:

  • New ways to think about the role of creativity in modern B2B campaign models
  • How to apply innovation frameworks to identify different types of creative opportunities
  • The essential element to making creative storytelling effective for B2B

Robert Davis
EVP, Strategy, PJA advertising + marketing


11:15 am - 11:30 am - Coffee Break

11:30am - 12:15 pm
Session 3: Humanizing B2B in the Age of the Machine
In a time of big data, artificial intelligence and rapid innovation the opportunity to reinvent the B2B customer experience is vast. According to MIT 90% of the best performing companies are using AI to enhance customer experience and it is set to grow at rapid pace. Customers increasingly expect algorithms to pick up their preferences and target them with contextually relevant information. With an evolving customer base demanding a thoughtful and more personalized experience the importance of technology cannot be underestimated yet we mustn’t forget the human touch.

Georgia Bradley, Director of Strategy at gyro, will share research they conducted with the FT Commercial Insights team into the factors and emotions that create a good business experience. She will share the feelings that drive B2B relationships forward and how to be the catalyst of positive emotions. She will provide a perspective on how to enhance the customer experience through technology but ensure at the same time you retain the human touch.

Georgia Bradley
Director of Strategy, gyro


12:15 pm - 1:00 pm
LUNCH: B2B Customer Experience Roundtable Discussion
Committee members: please come prepared to talk about key areas of focus and the challenges tied to your customer experience initiatives.

1:00 pm - 1:45 pm
Session 4:  
B2B Customer Experience with BNY Mellon
“Client Experience” means different things to different groups and functions within large scale enterprises. And therefore defining a unified CX strategy and leading the path to transformation is challenging. In this sessions, Martin will share his experience from 2 years at BNY Mellon. He will provide a perspective from the role of a marketer on strategies for a company on their way to become client-experience driven.

The session will contain:

  • Arguments for a CX driven culture
  • Snapshots of pilot projects
  • Lessons-learned from engaging a variety of stakeholders that do or do not share the same ambition

Martin Lange
Global Head of Marketing Innovation, BNY Mellon

1:45 pm - 2:30 pm
Session 5: 
Omobono's What Works Where 2018 Report: Customer Experience
CX. Who owns it? And who can add the most value to it? The lines around marketing are blurring as organizations strive to deliver competitive advantage through better customer experience. This presents B2B marketers with an unprecedented opportunity to play a greater role in the organization than ever before.

In this presentation, U.S. Head of Strategy Philip Black shares new research and insights on what leading marketers are doing to drive customer experience success. Youʼll hear about:

  • Key insights on CX from our What Works Where 2018 Research gleaned from over 1,100 participants across the globe
  • Who currently owns CX and how marketers can play a more pivotal role in the future
  • Marketers' customer experience sweet spot and where they can add the most value

Philip Black
Head of Strategy, Omobono



2:30 pm - 3:15pm
Session 6: The Evolved Digital Enterprise
The purpose of digital transformation is not to become more digital. it's to generate growth.

Let's be honest: most digital transformation efforts aren't working. People are lost and don't know where to begin. In fact, according to one survey, 90 percent of digital transformation projects have either fallen below planning expectations, delivered only minor improvements or altogether failed. There is a better way.

Chan Suh, Prophet's Chief Digital Officer will discuss what Prophet identifies as evolved enterprises, companies who successfully rise to meet the digital challenge. These companies think about digital differently. In his speech, Chan will outline how evolved enterprises understand that digital transformation isn't about implementing digital platforms and cutting-edge technology – instead they focus on unlocking growth by being committed to three key areas:

  1. Developing transformational marketing strategies
  2. Creating seamless customer experiences
  3. Building smarter, faster, more flexible organizations

Chan Suh
Chief Digital Officer, Prophet

(Schedule subject to change)