The B2B Experience

Germán Sarmiento’s path from a lab in Bogotá to leading digital sales channels in a 60‑year‑old global manufacturer shapes the way he thinks about transformation. He approaches change with the mindset of an entrepreneur: curious, practical and unafraid to start small to prove what’s possible.

In this episode, he shares how Endress+Hauser built an autonomous digital team designed to challenge established structures and accelerate B2B ecommerce transformation.

Germán explains why early experiments rarely show immediate commercial value, how momentum develops once organisations focus on customer needs, and why cultural resistance is often the biggest barrier to progress. He discusses the shift from content to commerce, the complexity of redesigning B2B experiences in a traditional sales‑led environment, and what it really takes to align KPIs, sponsorship and expectations.

His reflections offer a grounded view of why transformation stalls, how to keep it moving, and how disruption can grow from inside even the most established organisations.

https://biglight.co.uk/theb2bexperience

David Shell’s career has taken him from Wharton to Microsoft, Oracle and the classroom at Northwestern University, but a constant thread has been his focus on how technology reshapes marketing.

In this episode, he shares a clear and honest view of where B2B marketing is heading, why many teams feel unprepared, and what leaders must rethink as customer expectations shift. Drawing on years spent leading global programmes, David explains how marketing has moved from channel‑driven tactics to outcome‑driven experiences, and why customer‑centric thinking still matters more than any tool. He discusses the changing nature of search, the growing pressure to fix long‑standing data issues, and the mindset needed for teams to adapt with confidence rather than hesitation.

What emerges is a grounded and practical view of B2B marketing transformation, one shaped by real‑world experience, organisational reality and a belief that the future belongs to teams willing to learn, experiment and evolve.

https://biglight.co.uk/theb2bexperience

Jonathan Newman has spent his career inside some of the world’s most complex B2B organisations, leading ecommerce, operations and transformation across global teams. His perspective is shaped by real experience of what happens when organisational structure, incentives and legacy processes collide with the customer journey — and what it takes to change them.

In this episode, Jonathan reflects on the moment he realised that a transformation mandate isn’t always what it appears, and why understanding a company’s history is essential before deciding how to modernise it. He explores how internal KPIs and entrenched behaviours create friction for customers, and why walking the full B2B customer journey reveals more than dashboards ever can.

Jonathan explains how genuine transformation depends on cross‑functional alignment, shared ownership and the willingness to redesign journeys around real customer needs. His insights offer a clear view of why B2B transformation often stalls, what leaders can do to overcome resistance, and how small improvements build trust and momentum.

https://biglight.co.uk/theb2bexperience