B2B eCommerce Show

In this episode of the B2BEA Insider, Justin King sits down with Graham Lubie, SVP at Wasserman Digital, to explore the reality behind digital transformation in B2B—and why treating eCommerce as a long-term program, not a one-off project, is critical to success.

Graham shares insights from decades of working with manufacturers and distributors navigating complex B2B ecosystems. From bridging the communication gap between executive teams and digital leads, to redefining strategy around real business value—not just technology—Graham unpacks what it takes to create scalable, impactful digital programs.

Key topics include:

• The difference between eCommerce as a project vs. an ongoing program
• Why B2B complexity (product, customer, and process) is a competitive advantage
• How manufacturers and distributors are evolving channel strategies
• Communicating digital initiatives in terms executives understand: revenue, cost, and ROI
• The importance of owning the entire customer journey—from discovery to post-sale
• Why AI won’t be building enterprise applications anytime soon (and what it can do)
• The hidden opportunities in B2B content syndication and customer self-service

This episode is a must-listen for digital leaders, strategists, and B2B executives who want to unlock the full potential of their eCommerce investments—beyond just launching a webstore.

Guest: Graham Lubie
Host: Justin King

In this episode of the B2BEA Insider, Justin King sits down with Beth Segovia, CEO of TradeCentric, to explore how B2B suppliers can drive revenue, efficiency, and strategic impact by embracing connected commerce.

Beth shares insights on why eCommerce in B2B is not just about great websites and strong products—it’s about delivering seamless procurement experiences, automating transactions, and scaling integration with customers. From real-time pricing adjustments driven by tariff changes to AI-supported document workflows, Beth dives deep into how suppliers can create error-free, frictionless buying journeys that win business and build loyalty.

She also shares TradeCentric’s evolution from PunchOut2Go and why automating PunchOut, POs, and invoices—the “trifecta”—delivers the biggest ROI for suppliers navigating today’s complex digital commerce landscape.

Key topics include:
• Why B2B eCommerce must be integrated, not isolated
• How procurement integration removes friction and reduces errors
• The role of PunchOut in buyer control and supplier loyalty
• Real-time tariff response and hosted catalog alternatives
• Scaling integrations without overloading your team
• The future of agentic, AI-powered procurement
• What it takes to make eCommerce truly strategic in the C-suite

This episode is a must-listen for digital leaders, IT teams, and revenue executives looking to future-proof their go-to-market strategy and make B2B buying radically easier.

Guest: Beth Segovia
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King dives deep into the world of agentic AI with Jason Hein and Chris Gee, two thought leaders shaping how AI will fundamentally alter B2B digital commerce.

As AI evolves beyond static chatbots, the conversation explores how agentic AI, autonomous, goal-oriented digital agents, can perform complex tasks across eCommerce, supply chain, procurement, and more. Chris and Jason break down what an "agent" really is, how it's different from traditional automation, and why we're now entering a stage where AI can act like digital employees.

They also discuss what it takes to prepare for this shift: from structuring product data to adopting new interoperability standards like MCP, and building experiences optimized for both humans and AI agents. With real-world analogies and insights from the Applied AI conference, this episode equips B2B leaders to embrace what's next.

Key topics include:

• What agentic AI is and how it differs from ChatGPT-style AI
• How agents act like autonomous employees with task specialization
• Real-life examples of agents coordinating travel, shopping, and more
• Why product data accuracy is foundational for AI-readiness
• How standards like MCP and A2A help agents “read” your site
• The role of agent orchestration and parallel task execution
• The enterprise vs. SMB adoption curve and early movers like SAP
• Preparing B2B storefronts to be agent-optimized for discovery and conversion

This episode is essential listening for digital commerce leaders, IT strategists, and innovation teams looking to stay ahead of the AI transformation curve in B2B.

Guest: Jason Hein & Chris Gee
Host: Justin King

In this episode of the B2BEA Insider, Justin King speaks with Alexander Graf, Co-CEO of Spryker, for a no-fluff, deep-dive conversation on the state and future of B2B digital commerce.

Alexander shares his two-decade journey from traditional retail to co-founding Spryker, shedding light on why B2B eCommerce has outpaced B2C in complexity, innovation, and strategic impact. Together, he and Justin explore how manufacturers and distributors can rethink customer journeys, tackle organizational resistance to digital transformation, and embrace platforms that support evolving buyer expectations.

They candidly address the gaps in executive buy-in, regional differences in talent and digitization, and why the shift toward AI and composable commerce is inevitable—but often misunderstood. With real-world observations from Europe, the US, and the Middle East, Alexander offers a global perspective on what’s working, what’s failing, and where the industry is headed next.

Key topics include:
• Why B2B eCommerce is more sophisticated than B2C
• Real-world obstacles to digital transformation inside legacy orgs
• Executive buy-in: optional before, non-negotiable now
• Composable vs. composed architecture—what buyers actually want
• Navigating talent scarcity and the new AI leadership frontier
• What it takes to evolve from mail-order mindsets to modern digital stacks
• Why specialization is the future of system integrators
• Spryker’s unique approach to powering transactional B2B use cases

This episode is essential listening for B2B leaders, IT and digital decision-makers, and strategy professionals navigating the crossroads of legacy systems, AI disruption, and the future of customer experience.

Guest: Alexander Graf
Host: Justin King

In this episode of the B2B eCommerce Show, Justin King brings together Jason Hein, Jay Schneider, and Sam Aldinger to reflect on key insights from the AppliedAI Conference 2025, one of the industry’s most talked-about events shaping the future of B2B.

From supply chain automation to intelligent product discovery and the future of AI in customer engagement, this powerhouse panel dives into how applied AI is evolving from hype to practical impact in the B2B space. Whether you’re leading digital transformation or looking to stay ahead of the curve, these insights are grounded in real-world experience from global tech leaders and distributors alike.

They break down what AI means for distributors, manufacturers, and digital teams today, and what’s coming next. Expect candid takes, tactical advice, and examples of how leading B2B companies are already using AI to improve efficiency, personalization, and competitive advantage.

Key topics include:
 • Practical AI applications already working in B2B today
 • How distributors are using AI to solve real operational challenges
 • The role of product data, personalization, and AI-driven search
 • Why collaboration across tech, marketing, and sales is essential
 • What the next 12–24 months of AI innovation will look like in B2B
 • Lessons from leaders deploying AI in large-scale operations
 • The future of customer expectations in an AI-powered world
 • Key takeaways from the AppliedAI Conference

This episode is a must-listen for B2B leaders navigating digital transformation, AI adoption, and customer experience strategy in an increasingly automated world.

Guests: Jason Hein, Jay Schneider, Sam Aldinger
Host: Justin King

In this episode, Justin shares the behind-the-scenes story of the B2B eCommerce / Digital for CEOs  — a brand-new video series designed specifically for CEOs, CFOs, CIOs, and Presidents of manufacturing and distribution companies.

Too often, digital leaders struggle to get buy-in from the executive team — not because the ideas are wrong, but because the conversation isn’t happening in the right language. This series bridges that gap.

Justin walks through:

• Why executive alignment is the missing piece in most digital initiatives
• Why digital transformation can’t be outsourced
• And how you can use this series to start better conversations at the top

If you're tired of explaining “why eCommerce matters” in hallway conversations and alignment meetings, this episode — and this series — is for you.

📺 Full video series drops next week
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In this episode of The B2B eCommerce Show, host Justin King welcomes Lori Highby, marketing strategist, podcast host, and founder of Keystone Click, for a deep dive into why manufacturers still struggle with marketing in the digital age.

Lori shares her journey from growing up in tool and die shops to helping manufacturers shift from outdated tactics to smart, strategic storytelling. Together, she and Justin explore the real meaning of brand awareness, the long-game of marketing, and how AI is reshaping buyer journeys in real time.

Key topics include:
• Why storytelling outperforms data when building trust
• The 5% rule: marketing to buyers before they're ready to buy
• Why manufacturers must market beyond machines and capabilities
• The myth of instant ROI and the power of consistency
• How Gen Z and AI are rewriting the customer journey
• What it takes to show up in ChatGPT (and why most manufacturers don’t)
• Why gated content is fading—and what’s replacing it
• Actionable tips to shift from “we’ve always done it this way” to modern growth

If you're in B2B, manufacturing, or digital strategy, this episode is packed with no-fluff insights and practical advice for making marketing actually work.

Guest: Lori Highby
Host: Justin King

In this episode of The B2B eCommerce Show, Justin King welcomes digital transformation leader Liz Duggan for a powerhouse conversation about the evolution, and persistent challenges of B2B digital commerce.

Liz, who has led digital strategy for over 85 Fortune 1000 companies and now heads strategy at Smith, shares deeply insightful perspectives on what truly drives value in B2B eCommerce. Together, she and Justin dissect why digital adoption still struggles, why customer motivation is the key to innovation, and why it’s time to shift from "order pad" thinking to real growth enablement.

Key topics include:
• Why B2B buying is about getting a job done—not personal desire
• The impact of org structure on digital maturity and adoption
• The attribution mess: Who’s really driving revenue in complex B2B journeys
• Why digital tools—not just eCommerce—are the future of customer enablement
• Data silos, change resistance, and how to overcome internal friction
• What exec sponsors need to say—and why timing matters
• How to talk to customers and uncover the job behind the need

Whether you're leading digital transformation, running eCommerce, or aligning cross-functional teams, this episode is a masterclass in strategy, execution, and human-centric innovation. Don’t miss Liz’s hard-earned advice and actionable insights for building real momentum in B2B.

Guest: Liz Saxen-Duggan
Host: Justin King

Guest: Jason Hein, Jason Greenwood, Sam Aldinger, Jay Schneider
Host: Justin King

In this episode of The B2B eCommerce Show, Justin King brings together an expert panel—Jason Hein, Jason Greenwood, Sam Aldinger, and Jay Schneider—for a raw and practical discussion on what it really takes to drive customer adoption in B2B eCommerce.

From legacy system challenges to sales team alignment, each guest shares frontline insights on the realities of digital transformation inside manufacturers and distributors. The conversation peels back the layers on what adoption means beyond the login—and why too many teams still mistake launch for success.

Key topics include:

Why internal change management is the real unlock for adoption
The limits of UX and why “build it and they will come” is a myth
How to position eCommerce as a sales tool—not a sales threat
Why you need to operationalize adoption as a capability, not an outcome
What it means to win the “hearts and habits” of both customers and reps
Lessons from building digital programs inside complex orgs

Whether you're standing up a new platform or scaling one globally, this episode delivers the unfiltered truth from leaders who’ve been in the trenches.

In this episode of The B2B eCommerce Show, Justin King sits down with Carlos Camacho, Global Commerce Lead at Bausch + Lomb, to unpack the real-world challenges—and practical strategies—behind customer adoption in B2B eCommerce.

Carlos brings nearly two decades of hands-on experience driving digital transformation across manufacturing and distribution, and shares why the success of eCommerce has less to do with platforms—and everything to do with people, process, and internal alignment. Together, they dive deep into the evolution of the B2B buyer, the role of sales in a digital-first world, and what it actually takes to scale adoption globally.

Key topics include:

• Why “eCommerce” may not be the word your customers need to hear
• What today’s buyers really expect—and how to build for them
• How to create win-win adoption strategies across sales, IT, and CX
• The shift from B2B to “A2A” (and what that means for the future)
• How to build a program (not just a project) for lasting digital success
• Lessons from global eCommerce rollouts and what makes them stick

Whether you’re a new VP of eCommerce or a seasoned digital leader, Carlos offers a masterclass in building trust, breaking silos, and getting your customers—and your company—on board with the future of digital.

Guest: Carlos Camacho
Host: Justin King

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