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: Fireside Chat: From Traffic to Lifetime Value: Building Continuous Customer Engagement in B2B
Speaker: Julia Sambikina, Global Channel Development and E-Commerce Leader, Schneider Electric
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: Beyond the Cart: Engineering Value Across the B2B Journey
'Power of 50 Highlight' with Maurice Bernards, Global Product Portfolio Manager, ABB
Our products are too complex for e-commerce—is an all-too-common refrain that comes up whenever digital sales are discussed in industrial manufacturing.
This belief can seem especially justified in segments dealing with large, engineered-to-order systems such as high‑power electric motors and drives. Configurations run into dozens of parameters, project scope spans multiple business units and countries, and the commercial process is tightly intertwined with engineering.
In this session, Maurice Bernards, Global Product Portfolio Manager at ABB Motion, explores how success can be achieved within a multi-billion-dollar motion business division that delivers complex electric motors and frequency converters worldwide.
Key themes:
- Redefining complexity: product vs. process
- From e‑commerce site to connected digital ecosystem
- Defining and demonstrating value: from speed to strategic outcomes
- Change management: carrot, stick, and accountability
- AI in industrial sales: useful or merely funny?
- Designing for the full journey, not just the transaction
---------------------------------------------------
Session 3: The Future of B2B E-Commerce Is Logged In – The Journey From Digital Lagger to Leader in E-com
'Power of 50 Highlight' with Thomas Areskoug, Vice President of Business Development, Atlas Copco Industrial Technique
Industrial companies have spent the last decade discussing digital transformation. Yet many digital initiatives have yet to yield measurable commercial impact. Platforms are launched, portals go live, AI pilots are celebrated, but the P&L often tells a different story.
In this session, Thomas Areskoug, Vice President of Business Development, Atlas Copco, shared insights from the company’s six-year transformation. Moving from ambition to impact required rethinking ownership of product data, restructuring governance around business outcomes, industrialising e-commerce, and treating AI as an efficiency engine.
Key themes:
- From offline to outcome-driven: anchoring digital in the business
- Owning product information: the structural shift that unlocked everything else
- Designing around the buying experience, not the sales process
- One web, not two: merging brand, content, and commerce
- Measuring what matters: from sales adoption to web satisfaction
---------------------------------------------------
💡 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
---------------------------------------------------
How to register (if you haven't already done so):
Use the green 'Join the Event' button on the right-hand side on this page and fill in the form - and you're in!
If you are already registered, use the top menu on this page to navigate the platform.