Wednesday Executive

Digital Changes everything in B2B & Manufacturing

Digital Changes everything in B2B & Manufacturing




08.00 - 09.30 Registration from 07.45


Brunkebergstorg 4 111 51 Stockholm



Digital Changes everything in B2B & Manufacturing

- How to evolve in the digital age and create more value for customers

Together with our partner Adobe we are having an Executive Round Table that will discuss the fact that the Shift from Product-Selling to Experience-Selling in the B2B World has begun. In this event we will take a deeper look into the shift in digital age, how it is already influenced by manufacturing customer expectations and how the Experience business wave will change everything for B2B businesses. It is not only a shift from Product-Selling to Experience Selling, it is also a cognitive shift from B2B to B2H (Business to Human).

You will hear from Adobe and Adobes customer SCANIA on how to get ready to build the right Digital Foundation for your B2B business and drive additional value. 

As part of a selected group you will be able to talk to peer Marketing and Customer Experience Leaders in Sweden. The morning will give you new insights, ideas and the possibility to network with people in similar positions in other companies.

This Round Table is only directed to leaders/decisionsmakers within Marketing, Communication, Customer Experience, Digital marketing and Strategy in medium to large companies and is especially interesting for B2B and manufacturing companies.

Please note that this event is limited to 10 guests and is free of charge for the participants.


08.00 | Welcome by host from Wednesday Relations. Moderator presents the agenda for the morning.

Mats Gustafsson, founder & CEO, Wednesday Relations

08.05 | Breakfast will be served

08.15 | Digital Changes everything in B2B & Manufacturing

Axel will speak about ways manufacturers can survive in a world experiencing unprecedented change in customer expectations and behavior cross over from B2C to B2B. It does unveil that Manufacturers must go digital to survive and that Customer Experience Trumps Product. 

Axel G. Heyenga, Industry Strategy Director, EMEA Adobe

Erica Zandelin and her team supports the organisation on a global scale with the right tools, people and knowledge to lead digital transformation in Marketing Communication with a customer and employee focus. They provide the local regions with a unified web preference worldwide with global analysis enabling them to get great insights into their customers’ behaviours. Erica will share how they got to where they are today and what they see around the corner as key areas to be successful in a Customer Experience strategy.

Erica Zandelin, Head of Online Governance & Solutions, Scania CV AB

08.40 | Coffee refills

08:50 | Contribute your thoughts and challenges through a group conversation

09:25 | Summarize and ending

Annika Javestad


"A very appreciated event format that invites you to new insights, interesting discussions and networking."

Kajsa Arvidsson


"I really liked the format of the event. It generated good discussions and a couple of good key insights."


Axel G. Heyenga

Industry Strategy Director, EMEA Adobe

Axel Heyenga is international management professional with 20+ years of sales & marketing experience within and across various industries and roles. He has solid experience in business development, sales, consulting, B2B & B2C marketing as well as business strategy management. In the last five years, Axel has worked and consulted especially on solutions for how companies will deal with the disruptive effects caused by the Digital Transformation, and he continues to help clients and brands build and execute their strategy. As the Industry Strategy Director for EMEA, he drives the industry specific strategies and thought leadership in Automotive for Adobe.

Erica Zandelin

Head of Online Governance & Solutions, Scania CV AB

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Executive partner

Adobe is changing the world through digital experiences. Our creative, marketing and document solutions empower everyone — from emerging artists to global brands — to bring digital creations to life and deliver them to the right person at the right moment for the best results.

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