Copperberg Select: Redefining the B2B Digital Buying Journey
Copperberg Select Virtual Academy: Redefining the B2B Digital Buying Journey
Date: Thursday, 10 September 2026
Duration: 90 minutes (10:00–11:30 CET)
The B2B buyer journey is evolving rapidly, driven by rising customer expectations, changing buying behaviours, and increasing demands for seamless digital experiences.
Today's customers expect the same convenience, transparency, and personalization they encounter in their consumer lives — while still requiring the complexity, expertise, and relationship-building that define industrial B2B sales.
This Virtual Academy brings together industry perspectives, practical experiences, and technology innovation to explore how manufacturers and industrial organizations are redesigning the digital buying journey to improve customer experience, increase loyalty, and unlock new growth opportunities.
Session 1: Understanding the New Industrial Buyer
How customer expectations are reshaping B2B commerce
The traditional linear sales funnel no longer reflects how industrial buyers research, evaluate, and purchase solutions. Buyers increasingly expect self-service capabilities, immediate access to information, and personalized interactions across every touchpoint.
This session explores how buying behaviours are changing and what organizations must do to remain relevant in an increasingly digital marketplace.
Key themes:
- The evolution of the industrial buying journey
- The rise of self-service and digital research
- Balancing digital convenience with human expertise
- Understanding customer expectations across channels
Session 2: Creating Seamless Digital Experiences Across the Customer Journey
Connecting commerce, service, and customer engagement
Many organizations still operate with fragmented customer experiences spread across multiple systems and departments. As customer expectations continue to rise, delivering a connected and frictionless journey has become a competitive differentiator.
This session explores how organizations are breaking down silos between sales, commerce, aftermarket, and service to create more cohesive customer experiences.
Key themes:
- Eliminating friction from the buying process
- Creating consistency across digital and human channels
- Connecting commerce with aftermarket and service operations
- Using customer data to improve engagement and retention
Session 3: From Transactions to Relationships
Building long-term growth through digital customer value
The future of B2B commerce extends beyond enabling transactions. Leading organizations are using digital channels to strengthen customer relationships, create recurring value, and develop new service-led business models.
This session explores how digital engagement is becoming a strategic growth engine for manufacturers and industrial businesses.
Key themes:
- Moving beyond transactional commerce
- Personalization and data-driven customer experiences
- Digital channels as drivers of loyalty and retention
- The role of AI and predictive insights in the future customer journey
💡 Why Attend
- Understand how industrial buying behaviour is changing
- Learn how leading organizations are reducing friction in the customer journey
- Discover strategies for connecting commerce, service, and customer engagement
- Explore how digital experiences can drive loyalty and long-term growth
- Gain practical insights for building a future-ready B2B commercial strategy
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