The Virtual B2B E-Commerce Summit North America 2020

Achieve constant business evolution with e-commerce.
September 24, 2020 – Virtual

Register here Date: 2020-09-24   Starts at: 15:00:00


The Virtual B2B E-Commerce Summit

Ready to get inspired by an exciting online event created just for manufacturers, wholesalers, and distributors? During our 2020 virtual B2B E-Commerce Summit, you will learn the latest on how to succeed and transform your business with B2B e-commerce — even if you operate within a complex supply chain. Join us for insights from over 10 informative sessions, where we will dive into the changing landscape of e-commerce, uncover the latest technology and disruptors, and give you (our valued customer) the tools you need to become a true supply chain and e-commerce expert.

What can you expect?

What can you expect?

In short: guidance. Continued change is inevitable. But how can (and how should) our customers prepare to tackle this? And how can Sana help? We’ll have lots of tips and practical recommendations to share.

The reality is that, right now, there is a lot of looming uncertainty about the future of e-commerce, and about how B2B consumer preferences will fundamentally change as a result of COVID-19. Many organizations also worry about what other disruptors they may be unprepared for. Or wonder how they can better position their organization to be more agile in the future.

If these concerns sound familiar, then our virtual B2B E-Commerce Summit may be a crucial resource for you. This year, we’ll be exploring the theme of constant business evolution (and how you can achieve it by leveraging an online channel). Get:

  • Essential considerations for selling direct-to-consumer (D2C)
  • Tips to improve your business agility and scalability
  • A 2020 trend recap on e-commerce and supply chain management
  • An exclusive sneak peek into our upcoming product launch

Why should you visit the B2B E-Commerce Summit?

Why should you visit the B2B E-Commerce Summit?

Concise, must-see knowledge sessions:
We value your time, so we want to help you get the most out of our sessions. We’ll provide only the most up-to-date information about e-commerce trends, and we’ll make practical recommendations you can implement quickly. You can count on actionable tips, tricks, and insights on e-commerce and omnichannel strategies, on how to help traditionally offline customers move online, and more.

New product launch:
In line with this summit’s theme of evolution, we at Sana are also constantly creating, evolving, and adapting. We are thrilled to introduce our latest product. During this year’s virtual summit, our Chief Product Officer will present the vision behind our most revolutionary product in the history of Sana Commerce. We will also share in-depth demos so you can see the newest features in action. (Registration will be limited; save your spot now.)

“Let’s Get Quizzical” trivia
Join Avalara, DiCentral, DotDigital, and InRiver for an exciting and competitive game of trivia, where speed and accuracy are your keys to victory. Our partners will each control one round of trivia. We’ve asked them not to hold back when choosing their questions, so grab a cold drink and get ready for a fun and challenging end to a jam-packed day.

Prizes are a must for this trivia game. We will be giving away a Nintendo Switch game console to the first-place winner.



From the changing demands of B2B’s online to powering an omnichannel customer journey. Throughout this free online event you will discover a wealth of content that has been created to help you serve your clients better online and improve your business efficiency.

B2B E-Commerce Summit North America 2020

10:45 am
10:55 am
11:05 am
11:15 am
11:25 am
11:35 am
11:45 am
11:55 am
12:05 pm
12:15 pm
12:25 pm
12:35 pm
12:45 pm
12:55 pm
1:05 pm
1:15 pm
1:25 pm
1:35 pm
1:45 pm
1:55 pm
2:05 pm
2:15 pm
2:25 pm
2:35 pm
2:45 pm
2:55 pm
3:05 pm
3:15 pm
3:25 pm
3:35 pm
3:45 pm
3:55 pm
4:05 pm
4:15 pm
4:25 pm
4:35 pm
4:45 pm
4:55 pm
5:05 pm

Keynote space
Keynote space

Opening keynote
11:00 am – 11:30 am
with Tim Beyer, CEO North America

COVID-19 has disrupted the B2B-market and landscape. The crisis has impacted us heavily, both negatively and positively. But it has changed the way of doing and thinking about e-business. Our CEO of North America, Tim Beyer, will kick off the day with an update on the status of the B2B e-commerce market and some insights into why we should constantly evolve to succeed in fostering lasting customer relationships.

Latest technological advancements
11:30 am – 12:00 pm
with Arno Ham, CPO at Sana Commerce

We are very thrilled to introduce our new product. Our CPO, Arno Ham, will explain the vision of this new product and what you can expect from us and this product in the future. Get inspired by our revolutionary new B2B e-commerce product.

Lunch break
12:30 pm – 1:00 pm

How to improve your e-commerce with e-mail marketing
2:00 pm – 2:30 pm
with DotDigital

Do you want to know the secret to increasing the share-of-wallet of your customers? It’s a personalized e-mail marketing strategy. DotDigital will tell you about how to launch a winning e-mail marketing strategy for your company.

How to improve your e-commerce with e-mail marketing
2:00 pm – 2:30 pm
with Clare Walker from DotDigital

Do you want to know the secret to increasing the share-of-wallet of your customers? It’s a personalized e-mail marketing strategy. DotDigital will tell you about how to launch a winning e-mail marketing strategy for your company.

Networking Break
2:30 pm – 2:45 pm

Customer Panel: Establish internal alignment and learn best practices
3:15 pm – 4:00 pm
with Century Martial Arts, LabelMaster, McWane

It can be difficult to get the buy-in for e-commerce throughout your entire organization. There might be conflicting interests, targets — or perhaps your organization is simply on the more traditional side. In this session, our panel will discuss the challenges they faced in their e-commerce journey and their best practices to get everyone on board (and create better internal alignment).

Let's Get Quizzical trivia
4:00 pm – 4:45 pm
with Avalara, DiCentral, DotDigital, InRiver, and Experlogix

Join the participating companies in an exciting and competitive game of trivia, where speed and accuracy are your keys to victory. We will be giving away a Nintendo Switch game console to the first-place winner.

Our partners will each control one round of trivia. We’ve asked them not to hold back when choosing their questions, so grab a cold drink and get ready for a fun and challenging close to a jam-packed day. 

Closing keynote and Partner of the Year announcements
4:45 pm – 5:00 pm

Join our CEO as he closes out the event by awarding our two Partners of the Year in the Microsoft Dynamics and SAP space.


The future of e-commerce: Based on our customer survey
12:00 pm – 12:30 pm
with Ruben Mink, Chief Sales Officer

B2B e-commerce success starts with setting the right targets and underlying KPIs. Our customer success managers, Rowdy and Piotr, have collected (based on their extensive experience) the most important performance indicators for your B2B web store, and gathered tips on how to guarantee more conversions online.

How marketplaces are changing the supply chain
12:00 pm – 12:30 pm
with Krystell Statie, Customer Success Manager at ChannelEngine

During the last period, a lot of physical stores and retail chains were forced to close their doors. For a lot of manufacturers and wholesalers, these retailers are important customers and a key channel via which to resell their products. An outcome and upcoming trend is to sell via marketplaces, such as Amazon and eBay. In this session, our speaker will detail the benefits of selling via such a platform, and how you should get started.

Lunch break
12:30 pm – 1:00 pm

How to move your B2B customers online: 5 best practices
1:00 pm – 1:30 pm
with Matthew Carleo, Channel Sales Manager

As physical stores close and e-commerce sales peak, the repercussions of COVID-19 are disrupting the sales strategies of many B2B companies. To meet customer demand and ensure continued revenue, some businesses are planning to launch their first e-commerce site. Meanwhile, companies with an existing web presence are looking for ways to better serve their customers online. In this session, Channel Sales will give practical tips how you can move (more of) your customers online.

5 essential steps to take when you are going D2C
1:30 pm – 2:00 pm
with Sander Belinski, ISM Group

Current business models of B2B companies are under pressure due to recent market disruptions. Shifting focus and changing business models from B2B to D2C is sometimes even necessary to keep afloat. But direct delivery to the end-user is not so easy. In this session, digital strategist Sander Belinski will explain the 5 essential steps to take when you are going D2C. Are you in?

Sales Tax Considerations for B2B Sellers
2:00 pm – 2:30 pm
with Melissa Craig, Manager, Strategic Alliances at Avalara

COVID-19 has affected everything from buying habits to business operations, and even tax policies.

In this presentation, you will learn what’s changed in the world of sales tax in the first half of 2020 and the specific challenges that can plague B2B businesses leveraging e-commerce. We’ll reveal key considerations to keep in mind before launching your online store, and steps to quickly establish your e-commerce presence and continue attracting customers.

We will cover:

• COVID-19’s impact on B2B businesses
• The latest on economic nexus laws and marketplace facilitator laws impacting manufacturing
• Sales tax considerations for online sellers
• Answers to your own questions

Networking Break
2:30 pm – 2:45 pm

The most important KPIs for your B2B web store ⁠— optimize conversion
2:45 pm – 3:15 pm
with Don Martin, Channel Sales Manager

B2B e-commerce success starts with setting the right targets and underlying KPI’s. Based on her experience, Nicole Fearon collected the best performance indicators that will guarantee more conversions for your B2B web store. Do you know which targets and KPIs you need? Join this session to know all about it.

How to become a more agile and scalable organization
2:45 pm – 3:15 pm
with Giovanni Nigris, Channel Sales Manager

The B2B buying landscape is increasingly reflecting the 24/7 consumer world. Customers expect speed and accuracy, as well as digital and in-person touch points. While this ongoing trend has already forced B2B companies to rethink their sales model, the COVID-19 pandemic is likely to accelerate this. In this session, Channel Sales Manager will explain how your B2B sales organization can work in a more agile way and how technology can help you to be more scalable.

Partner Track
Partner Track

Lunch break
12:30 pm – 1:00 pm

Why partner with Sana: Partnerships 101
1:00 pm – 1:30 pm
with Ryan Steigerwald, Manager, Partnerships North America

Sana Commerce’s trusted partners are in a unique position to leverage our platform to drive more business. But, with Sana, you’re also able to help your customers win more business by adding e-commerce to your product offering and allowing them to reap the benefits of an online sales channel. Join Ryan Steigerwald, Manager of Partnerships North America, as he provides a comprehensive overview of what partnering with Sana Commerce looks like, what you can expect, and how we keep you always-armed with knowledge and expertise through updated content and support from our team.

How to qualify and sell Sana [+ demo]
1:30 pm – 2:00 pm
with Mike Brenneman, Channel Sales Manager

Organizations want to focus their attention on business expansion, but many are bogged down by the hassle of having to integrate the software and connectors that make up their complex e-commerce ecosystem. Especially when handling large-scale accounts, businesses want to minimize manual workloads and maximize automation. This is integrated e-commerce’s sweet spot.

Still, many organizations are turning to shopping cart software or interfacing solutions: approaches that create more siloes, are traditionally kept separate from the ERP, and require data synchronization and replication. That doesn’t have to be the case.

Join Mike, for a deep dive into how the Sana application can solve key challenges for Microsoft Dynamics or SAP users and learn to identify the prospects that can benefit most from adopting Sana.   

Configure complex products easily with the e-Con Solutions CPQ-eCommerce Connector
2:00 pm – 2:30 pm
with Peter Willemse, General Manager at e-Con Solutions

B2Bs are increasingly looking to shorten sales cycles and deploy self-service features to deliver superior customer experiences. The challenge has been to offer unbreakable yet robust, user-friendly interfaces that can meet the expectations of B2C applications, all while supporting highly technical, high-value purchases. Today, e-Con Solutions and Sana can offer a streamlined, out-of-the-box integration that meets this need, integrating Sana shopping with e-Con configuration. Join us as we showcase this connector in our live demo, and discover how your business can offer easily configurable products with the relevant models in the Sana web store.

Networking Break
2:30 pm – 2:45 pm

B2B E-Commerce Summit North America 2020


The speakers

Krystell Statie

Customer success manager, ChannelEngine

Peter Willemse

General Manager, e-Con Solutions

Tom van den Berg

Lead Conversion Manager

Tom has more than 5 years of experience in CRO and did 750+ A/B tests. He helped many companies in different industries to optimize their websites. In the last years he shared his knowledge at events and in his weekly newsletter (CROweekly). In his presentation he will share 10 tips to kickstart your CRO program.

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Harry McCarthy

Alliance Manager – North America, inRiver

Melissa Craig

Manager, Strategic Alliances, Avalara

Nathan Ayers

eCommerce Manager, LabelMaster

Emily Flowers

Director of E-Commerce, Century Martial Arts

Clare Walker

Senior Account Manager, DotDigital

Laynie Itzen Kohlman

Sr. Strategic Alliance Manager, Avalara

Giovanni Nigris

Channel Development Manager

Business professional with experience in the tech industry and startup environment across several countries (Italy, Netherlands and North America). Expert in educating companies about digital transformation through e-commerce adoption, integration and implementation.

Passionate member of the North American sales team at Sana Commerce looking to help companies transform, improve and optimize their business processes through integrated e-commerce.

My passion for sports and statistics drives me to constantly be on top of my game with a strong focus on data-driven results.

If I’m not in New York, you can find me hiking/skiing & gazing at the Dolomites or walking through the streets of Ortigia in Siracusa, Sicily 🙂

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Don Martin

Channel Sales Manager

With over 9 years of ERP integrated E-commerce experience, I have grown to love diving into our customers world and providing solutions that make those organizations more efficient in engaging with their customers.  Also, working with Microsoft ERP resellers has become a passion for me. This gives me an opportunity to bring real engagement ideas and plans for our partners to help their clients maximize their business.

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Mike Brenneman

Channel Sales Manager

Mike has 12 years of Solutions Sales experience in the Microsoft Dynamics Channel, having sold Microsoft Dynamics 365 for Finance & Operations, Dynamics AX, Dynamics 365 Business Central, Dynamics NAV, Dynamics GP (Great Plains), and Netsuite, as well as various ISVs.  He is able to leverage his ERP and operations background to bring a very consultative approach to working with customers and prospects.  Outside of work, Mike is a very competitive amateur golfer and enjoys outdoor adventure.

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Matthew Carleo

Channel Sales Manager

I am a season sales professional with 10 years-experience who helps businesses find ways to automate, gain greater efficiency, and continue on their digital transformation journey. I lead the SAP B1 and Microsoft Dynamics GP practice as a Channel Sales Manager and seek to build partnerships within the GP and B1 channel, and share with my customers the benefits of a truly integrated approach to e-commerce.

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Ryan Steigerwald

Manager, Partnerships – North America

Ryan Steigerwald manages the indirect/channel strategy for the North American operations at Sana Commerce, as Manager, Partnerships – North America. Ryan is a partner-focused sales leader and brings over 13 years of experience developing partnership programs, building sales teams, and scaling companies for rapid growth.

From a partnership perspective, Ryan’s focus is creating a standardized process that promotes healthy relationships that focus on customer success while promoting education, engagement, and business growth at the core.

While not working, Ryan enjoys time with his wife and son, trips to northern Michigan, or some leisure activities, including hockey, golf, and cycling.

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Tim Beyer

CEO and President (North America)

Tim started his career at Sana in 2013. By 2015, he was named COO and in 2016 he was appointed to the Board of Management of Sana’s parent company. Now based in NYC, Tim has taken on the role of CEO and President for Sana in North America.

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Arno Ham

Chief Product Officer

About Arno

Arno started his e-commerce career over 15 years ago, leading (B2B) projects for customers like Heineken and AkzoNobel. He has contributed to Sana Commerce’s development since 2008 and manages all aspects of the product.


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Register for the event

Register today to join us for a day focused on constant evolution, development, and how you can take your web store design from good to great.


Do you have questions about the virtual B2B E-Commerce Summit?

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