On October 16, 2024, the sixth edition of the B2B Marketing Conference, “Growing Beyond Complexity - Navigating Uncertainties with Innovation, to Win Future B2B (H2H) Marketing Challenges,” took place. Under the moderation of Giampaolo Colletti, a journalist from Il Sole 24 Ore and Director of StartUp Italia, the event tackled four key themes.
A highlight was the presentation by GMDE, an ANES member and event sponsor, who discussed the role of Pimcore’s PIM (Product Information Management) and DAM (Digital Asset Management) systems in optimizing B2B e-commerce.
PIM and DAM: Strategic Technologies for E-commerce Success
Carlo Caporizzi, CEO and Sales Director of GMDE, emphasized the central role of innovative technologies like PIM and DAM in B2B e-commerce. He explained how PIM centralizes product information, ensuring consistency and accuracy across all sales channels, reducing time to market, and enhancing business competitiveness. On the other hand, DAM manages digital assets like images and videos, boosting collaboration among departments and ensuring brand consistency across marketing campaigns.
Integration with E-commerce Platforms
The importance of integrating PIM, DAM, and e-commerce platforms like Shopware to improve process efficiency and reliability and enhance customer experience and satisfaction was also highlighted.
Supporting these insights, case studies were presented demonstrating significant improvements in sales and operational efficiency for B2B companies due to these technologies.
GMDE’s presentation underscored how implementing PIM and DAM is essential for addressing B2B marketing challenges, offering competitive advantages, and optimizing the management of information and digital assets for more efficient and effective e-commerce.
B2Best Award: The SuperPrize of the B2B Universe
The third edition of the B2Best Award, a prestigious recognition for the most innovative projects and services from companies and startups across all sectors, was held during the B2B Marketing Conference 2024.
Five categories were contested:
• Best Marketing Strategy
• Best Integrated Communication Campaign
• Best Business Intelligence Project (Marketing Automation and AI)
• Best Sustainable Project
• Best Startup with an innovative and actionable business model
In this edition, moderated by Davide Miserendino, Editorial Director of Kairos Media Group, three finalists were selected per category, and the winning company, recognized for the excellence and innovation of its project, was awarded during the event.
IVAR, a leader in the hydraulic components industry and a long-time client of GMDE, won the award for Best Integrated Communication Campaign.
The recognition highlighted IVAR’s commitment to transforming its business through advanced information management and automation technologies. Implementing an integrated PIM system allowed the company to optimize product data management, improve operational efficiency, and ensure uniform and precise distribution of digital resources across all sales channels. This approach reduced market entry times, enhanced customer experience, and ensured greater consistency and quality of information.
Conclusion
The B2B Marketing Conference 2024 provided a comprehensive overview of the challenges and opportunities awaiting B2B marketing professionals. Innovation, omnichannel approaches, artificial intelligence, and digital sustainability emerged as fundamental pillars driving the industry's future.
GMDE’s intervention highlighted how technological innovation, particularly integrating PIM and DAM with the Shopware e-commerce platform, is key to addressing modern B2B market challenges.
IVAR’s recognition at the B2Best Award positions it as a model for B2B enterprises that view technological innovation as a crucial lever for growth and competitiveness.
Organizations that embrace these solutions will significantly improve efficiency, brand consistency, and customer satisfaction.
The following are other presentations from the day:
1. Omnichannel and the Evolution of the Communication Ecosystem
The first session focused on the evolution of the omnichannel communication ecosystem. Lorenzo Marini, an advertising creative and artist, and Andrea Boscaro, a manager and trainer at The Vortex, examined how artificial intelligence (AI) transforms multichannel communication. Despite initial uncertainties, they highlighted that AI can become a valuable tool for companies, enhancing the effectiveness and personalization of messages. It will be crucial for businesses to identify the most relevant channels and leverage AI to optimize interactions.
Marta Valenti, Performance Marketing Manager at T.bd Think By Diennea, then discussed how B2B companies can improve lead conversion through advanced management strategies. She emphasized the importance of prioritizing lead quality over quantity, adopting advanced segmentation, and integrated tools like CRM and automation platforms. She also shared case studies demonstrating how these strategies have improved sales performance.
Michele Rinaldi, CEO & ContemporaryPR® evangelist at Soluzione Group, delved into the evolution of PR in the B2B sector. He stressed the importance of continually innovating in communication strategies to stay competitive, leveraging storytelling techniques, media distribution, and digital analytics. Finally, he predicted that artificial intelligence would play a key role in the automation and personalization of PR.
Maurizio Audone, President and Creative Director of Advertesear, concluded the session by discussing the use of omnichannel to improve customer experience. According to the speaker, continuous innovation in multichannel approaches is essential for increasing customer interaction and achieving measurable business outcomes.
The second session, opened by Massimo Sumberesi, Head of Marketing Advice at the Business Unit Bva Doxa, explored the growing role of e-commerce in B2B. Through exclusive research, it was revealed that 75% of companies use e-commerce to expand their market, with 41% investing in proprietary platforms to personalize the experience. However, a portion of the market has not yet fully embraced digital, but 26% of companies are interested in implementing e-commerce in the future, showing the growth potential of this channel.
Matteo Coeli, an expert in B2B e-commerce and Secretary of 4Ecom, emphasized the importance of a holistic management of e-commerce, with particular attention to the integration of ERP and CRM systems to improve operational efficiency. He then presented case studies demonstrating how automation and integrated management can increase customer satisfaction in B2B.
The third session saw Massimo Sumberesi present exclusive research results on the adoption of artificial intelligence in B2B companies. About 50% of the surveyed companies already use AI, with a significant impact on efficiency and process personalization. Large companies are at the forefront of AI adoption, with applications ranging from production to logistics and customer service.
Luisella Giani, Head Advisory Iceg at Avanade, provided an overview of the practical applications of generative AI and Private LLMs (Large Language Models). These technologies help improve operational efficiency and offer new growth opportunities.
Marco Mistretta, General Manager of Ufirst, elaborated on the use of Private LLMs, highlighting how these advanced language models can be customized for specific business needs, ensuring data protection and improving processes like human resource management and financial planning.
Stefano Saladino, CMO of Didays, discussed the concept of Creativity Intelligence, exploring how AI can amplify human creativity, transforming marketing into a more personalized and innovative experience.
The final session addressed the topic of digital sustainability. Andrea Cioffi, CEO of DD, explored how a well-structured digital strategy can optimize sales and business performance, emphasizing the need for accurate digital positioning.
Arianna Ruzza, Founder of Isual, discussed the strategic management of partner networks as a key to success in digital marketing. She shared tips on how to make the most of these networks to innovate and gain a competitive advantage.
Francesco Canuti, Managing Partner of Popwave, examined the integration of social sustainability in communication strategies, emphasizing the importance of an ethical approach in marketing on platforms like LinkedIn. He showed how transparent communication can strengthen relationships with customers and attract new talent.
Marco Fiori, CEO of Intono – Hypefarm, concluded the day with a provocative intervention, challenging companies to reflect on the true effectiveness of digital marketing in promoting sustainable and authentic brand growth.
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