On 18th February 2015, we had the chance to enjoy a conference at the EAE Barcelona Campus organized by Adigital, one of the School’s partner companies.
On this occasion it was B2B companies that took centre stage, in a conference entitled “Digital Strategy in B2B companies”, which included an analysis of the present and future of B2B trade, marketing intelligence in these models and the internationalization of sales through these channels.
The contribution of B2B trade to the digital economy is at least three times higher than the turnover of B2C companies. However, the degree of specialization required in the majority of trade between companies makes it complicated to standardize a digital strategy.
Lluís Soler Gomis, Founder and CEO of Buscoelmejor.com and Chairman of the B2B Commission of Adigital, started the session with a presentation of the results of a survey into the use of B2B digital tools.
This was followed by presentations by Alfredo Expósito, Director of Alliances in Europe, the Middle East and Africa at Hybris CEC, and Jordi Pascual, Director of eCommerce at Banc Sabadell, who gave us a deeper insight into the Present and Future of B2B Trade.
Halfway through the session, an in-depth overview of the key factors in marketing intelligence in the B2B model was given by Felipe García Magaz, Director of Marketing at Iberinform, while Luis Carbajo, CEO of Solostocks, gave us an explanation of internationalization of sales in online B2B marketplaces.
To finish off, we had the chance to look at two practical case studies with Arantxa Mateo, B2B Manager at Desigual and Aleix Torné, Director of Strategy and Corporate Development at Interempresas, with great feedback from the participants at the event.
It was certainly a full day which helped to destroy some of the myths surrounding B2B trade, while providing participants with tools that enable companies to develop their business in a digital setting and at an international level.