B2B: Going Digital

10-11 Carlton House Terrace, London, SW1Y 5AH (Directions)

B2B: Going Digital

Catch-up. Compete. Outshine.

For too long the B2B sector has played second fiddle to the consumer & retail market when it comes to digital commerce.

Technology firms seem to feel B2B is lagging behind, and yet across most sub-sectors such as Manufacturing, Automotive & Distribution there is a very real concern that digitising the commercial experience entirely will remove the core USP that keeps customers coming back – human interaction and face-to-face customer service.

In short – “One size does NOT fit all”, and because the world is running scared of the dreaded Amazon colossus there needs to be more of a “ground-up” approach towards B2B digital commerce. Not only do you want to catch-up and compete, but you ultimately want to outshine.

The agenda for our morning started at the beginning – with content from leading B2B commerce businesses that have made the journey to take the right parts of their business online whilst retaining their core values. We took in real-world stories and used them to encourage our audience to continue and even start their own digital journeys.

Speaker quotes:-

“One of the most important to-dos in a digital transformation is to make sure all relevant digital competences from Marketing to IT are organised in the same department. This removes the silos and increases efficiency and agility.” - Christian Agger

"It is important to create a transformation strategy that aligns to the businesses objectives, which include all the different departments and employees within the business. The strategy then needs to be driven by the board to ensure it is implemented."  - Asad Ali

Those in attendance were:-

  • Directors of eCommerce, Strategy, Digital & IT
  • Heads of eCommerce, Marketing, Strategy & Transformation
  • Senior Transformation, Strategy & Business Development leaders
  • Chief Technology Officers
  • Chief Operating Officers
  • Chief Digital Officers
  • Founders, CEO's & Owners


Christian Agger

Christian Agger

Head of eCommerce & Marketing, Saint-Gobain Distribution Denmark (SGDD)

Christian Agger is a true digital pioneer. Since he joined SGDD in 2012, eCommerce sales figures have grown by nearly 40 percent with average conversion rates of 24 percent. Today eCommerce accounts for a fourth of the company’s turnover – an astonishing achievement for a company whose primary customers are plumbers. In 2013 Christian introduced Omnichannel branding in SGDD. Christian’s and SGDD’s digital achievements are widely acknowledged. In 2014 the company won the gold medal at the Danish eCommerce awards and was awarded best provider within Omnichannel. In 2015, Christian was appointed Digital Strategy Lead in Saint-Gobain Distribution Nordic - responsible for the digital strategy and best practices across the region covering Denmark, Finland, Norway, Sweden, Baltics, Poland and Switzerland.

Asad Ali

Asad Ali

Digital Marketing Manager, Birchwood Price Tools (BPT)

Asad is a passionate advocate for the new principles of bi-modal technology. Now, 2 years into his role as Digital Marketing Manager at Birchwood Price Tools, he has taken a very traditional business gradually and gently into the digital world, building interactive business cases so that investment was made in a very controlled manner. Asad’s passion for digital transformation in big organisations has been fuelled by some time agency-side - meaning that he has a clear view of the final destination, as well as the right steps to take on the journey.

James Cam

James Cam

Former Group IT Director, Bunzl UK & Ireland

Formerly, James was Group IT Director of Bunzl UK & Ireland. Bunzl is a B2B focused purchasing and outsourcing organisation with 23 individual businesses turning over £1.1bn. James led the eCommerce team responsible for developing a second-generation website model, based on B2C front-end functionality and a complex commercial contract based backend – the objective being to create a single, comprehensive model that could be customised to suit and fit each of the individual businesses requirements.

James has extensive experience of digital transformation in the entertainment industry (Warner Music Group), and the logistics & business-to-business service (Bunzl Plc) industry. He is now an independent consultant providing guidance on digital strategy and the delivery of major business transformation programmes centred on eCommerce, ERP implementation, digital delivery and outsourcing.


8:20am Registration & Breakfast

8:55am Take Seats & Welcome - Jamie Hancox, Commerce Futures

9:00am The First Steps: from Level 0 to Level 1 of Digital Transformation - Asad Ali, Birchwood Price Tools (BPT)

Asad will be talking through the journey of Birchwood Price Tools (BPT) from no online transacting to 'Level 1' of the digital transformation. He'll take us through from the beginning - the business case that drove BPT to transact online, the challenges and obstacles that were faced and what the early results are. Asad will also give us an insight into what is next for BPT's digital development.

9:25am Making Progress: from Level 1 to Level 2/3 - James Cam, Former Bunzl IT Director

James will present the opportunities and threats to the business that were acknowledged, and how being early to the market with digital meant that Bunzl had to learn from their own experiences in order to become successful. He will explain the lessons learned when being a leader in the digital transformation and which strategies have been implemented as a result. James will also dive into more technical challenges and what he would do differently next time.

9:55am Coffee Break & Networking

10:10am The Four-Year Cycle: from Level 0 to Level 4 - Christian Agger, Saint Gobain

Christian will round up with an insight into Saint Gobain's four-year cycle, competitor analysis and what transacting truly efficiently online actually means to Saint Gobain. He will talk about what's next for Saint Gobain, how they will retain their current B2B customers, and where he expects the business's future growth will come from online.

10:35am Q&A Session with Speakers – Moderated by Nicholas Weber

A short interactive session where you’ll have the chance to ask the speakers any questions you may have about digital transformation within the B2B industry, transitioning aspects of your business online, and find out any further advice & insight.

11:15am Final comments before Tea, Coffee & Networking

11:30am Event Close


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Inviqa helps smart organisations advance their digital transformation to turn their vision into business reality. We do this with award-winning software development, consultancy, training, and support.

We’re proud to be the long-term technology partner of leading organisations including the United Nations’ World Food Programme, the BBC, William Hill, and FTSE-listed companies such as PZ Cussons.

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dotmailer is a marketing automation platform, supported by world-class strategic and support services. It enables you to use transactional, behavioral and social insights to design, test and send powerful automated email and multi-channel programs – and then be smarter and faster the next time round.  With dotmailer you improve your engagement rates, increase your ROI and really connect with your customers.

Established for over 15 years, dotmailer is a global business headquartered in the UK and boasts more than 70,000 users in over 150 countries. Key ecommerce clients include Bidvest 3663, The Consortium, Ellisons and DHL Express. 


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