Driving traffic, driving conversions, and driving results are all pretty high on our priority list. So we were excited to welcome Kathleen Leigh Lewarchick, VP of Marketing at Xngage. Xngage delivers B2B Digital Commerce Success for manufacturers, distributors, and wholesalers; helping them drive traffic, drive conversions, and drive results. Kathleen dives into their key personas and the balance between thinking about customers both in terms of the B2B end user buyer as well as the sellers. Kathleen provides our listeners with some practical tips and insights into ROI for B2B digital projects. She reminds us to give ourselves permission to be open to the dynamically changing landscape of digital. When looking at ROI, Kathleen says to make sure you're getting credit for all the good work you do. Things like EDI (Electronic Data Interchange) orders, lead generation, reducing operational burden, and increasing sales are all important parts of the bigger picture. Listen in to learn how Kathleen and the team support their own customer journey and increase ROI for B2B digital projects.