For years, B2B sites were the forgotten sibling of ecommerce: functional, clunky, and built for systems, not humans. But AS Colour’s Joe Sharplin is flipping that script. A designer turned digital lead, he’s bringing craft and customer-first thinking to wholesale. And those subtle differences are making a world of impact.

In today's Playbook:

• Why the customer (not the tech stack) should drive every B2B decision
• How AS Colour blends D2C simplicity with wholesale power
• The importance of knowing your professional buyer and their real purchasing behaviour
• Lessons from Total Tools on using data and loyalty to personalise B2B at scale
• How Dan Ferguson grew B2B revenue by leveraging platform-native features
• Why self-service is becoming the default expectation for modern B2B buyers

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Brett Sinclair's Episode
Darren Gunton's Episode
Dan Ferguson's Episode

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