The Hard Truth About B2B eCommerce

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Brian Lombardo, SVP Channels and Partners at Unilog, has been in B2B distribution for nearly three decades now. First at a major distributor, then at Infor, a leading distribution ERP, and now at Unilog, a B2B eCommerce platform.  We talk about the challenges of getting distribution onto eCommerce and how to overcome them with product data, erp integrations, and unifying culture with salespeople. Brian and Unilog have worked with both small and larger distributors and continue to innovate in B2B eCommerce with their platform Unilog which can provide product data, PIM, and eCommerce.

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Kristina Harrington is the President of Gen Alpha, a B2B eCommerce platform that specializes in OEMs, specialty vehicles & aftermarket organizations.  They have interactive parts manuals and allow you to sell parts with the entire suite of products to allow customers to return what they need if necessary. Parts can get very complex for large vehicles and equipment and you need a robust system to handle all the use cases that might come up when selling parts to service them. Kristina talks about all the things they have seen to help manufacturers over the course of a decade. Previously to Gen Alpha, Kristina worked in manufacturing and has a deep understanding of the needs of such businesses.

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Fiona Norton is the head of product marketing for B2B eCommerce at BigCommerce. BigCommerce is massively accelerating their B2B roadmap due to so much demand for their product and acquired two companies, BundleB2B and QuoteNinja, B2B apps on their marketplace to speed up the process. Fiona has done market research showing that the number one problem facing B2B is actually onboarding their customers to use eCommerce. Building it is simply not enough. Sales teams and customer services teams need to work hand in hand with the organization to get the customer comfortable using the website.

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TJ Gamble started his digital agency, Jamerson, over two decades ago, to help businesses with eCommerce. Jamerson specializes in software development for Magento and BigCommerce. In the early days, B2B eCommerce was not a major focus of platforms like Magento and BigCommerce, but over the past few years has become a central focus of both Jamerson and most major eCommerce platforms. TJ has helped companies scale B2B eCommerce by ensuring their technical infrastructure is ready to scale to new heights. He has developed many popular Youtube videos showcasing his knowledge of the popular eCommerce platforms on the channel eCommerceaholics.

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Gil Bar Lev eCommerce career goes back to the early days of Toy's R Us and Amazon! Fast forward 20+ years and he is now growing a B2B marketplace called HomeRoots that is tackling the complexity of the furniture industry. Furniture is highly complex and is currently difficult for businesses to get into their hands at reasonable B2B prices. HomeRoots solves this by taking international companies and directly bringing their products to US-based businesses. We talk about how to solve the complexity of B2B at scale and what it takes to grow a marketplace.

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Tal Rotman is the VP of alliances at Namogoo, a company founded on its ability to eliminate customer hijacking on the Internet.  A significant base of customers gets hijacked by bad actors and businesses lose conversions due to false advertising. Namogoo solves this problem, and in doing so has developed an incredible AI engine that can do much more. With their engine, they can predict customer intent and even automate and optimize pricing for margin so that you get the higher price when customers are ready to buy or a lower price when they are likely to abandon.

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Alex Lugosch is CEO of Rumbleship, which is an eCommerce platform plugin that lets you easily offer terms to your wholesale buyers and get paid when you want, without fear of invoice delinquency. Alex has seen every type of B2B eCommerce business, from small to large, and finds that there is a massive gap in how most approach eCommerce.  The most sophisticated eCommerce businesses in B2B are constantly innovating and adding new features, while the majority are stuck in their ways as legacy providers.

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Ben Sharir has been in eCommerce for decades and helped many companies scale to incredible sizes in eCommerce. He is currently the director of B2B eCommerce for Estee Lauder, one of the largest CPG firms in the world. Ben Sharir believes that agile is critical to the growth of B2B eCommerce because it can actually de-risk projects by either failing fast or figuring out key problems early on. This can lead to much better outcomes versus the analysis paralysis that often comes with waterfall-based projects.

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Paul do Forno is one of the leading B2B eCommerce experts in the world and is the Commerce practice lead for Deloitte Digital, the world's largest eCommerce agency. He is a repeat guest in which we go deep into how eCommerce for B2B is so much more than simply bringing people to eCommerce and is really about assisting sales reps and helping companies become more omnichannel. There are so many ways to sell digitally that B2B eCommerce really needs to be about opening up flexibility to sell in many different ways.

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Our latest guest, Troy Lynch, CEO of PunchOut2Go, soon to be TradeCentric has seen thousands of B2B integrations. Their customers range on every major B2B eCommerce platform and do everything from Punch-Out to integrating with clients' ERP and e-procurement systems.  Troy talks about the difference between companies that strategically develop these integrations versus doing them as a last resort because clients require them.

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