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“The rate of change is accelerating. Digital has always been fast, but especially over the last couple of years with the advent of AI, it’s accelerated even faster. Dedicated technology designed and built from the ground up for manufacturers, distributors and wholesalers is making our lives easier, but it means we have to adapt and get up to speed on what these technologies are so we can develop and recommend the right things for our customers” Jason Greenwood, Founder, Greenwood Consulting.
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ABOUT THIS EPISODE:
70% of B2B buyers are now Millennials & Gen Z digital natives, according to Forrester. This changes the demands B2B sellers face; how B2B buyers source & buy products is evolving.
In this episode, we explore the tech ecosystem for B2B commerce, how vendors are evolving to satisfy B2B buyer & seller demands, and the key features and processes that underpin successful B2B commerce. Our guest expert is Jason Greenwood, who runs a leading B2B consultancy & hosts the popular The Ecommerce Edge Podcast.
What you can expect:
- How emerging AI and agentic protocols are making B2B interactions smarter, faster and more seamless than ever before.
- The critical role of compliance, regulation and industry-specific needs in platform selection and digital transformation.
- Why traditional sales teams resistant to digital are the biggest obstacle, and how to reframe incentives for success.
- The future of self-serve, conversational and multimodal commerce channels in highly regulated industries.
- Practical frameworks for identifying your tech gaps, setting realistic expectations and navigating an ever-evolving ecosystem of B2B platforms.
Video chapters:
- [00:30] – Introduction to the episode and guest Jason Greenwood.
- [02:30] – The impact of AI on B2B buying behaviour.
- [06:00] – The speed of technological change and adaptation in B2B.
- [09:40] – The importance of human skills versus AI capabilities.
- [13:20] – The critical role of relationships and trust in B2B commerce.
- [21:30] – Overcoming legacy sales processes and tribal knowledge issues.
- [26:00] – The influence of evolving buyer demographics and expectations.
- [31:15] – Platform evolution: Shopify, BigCommerce and B2B-specific systems.
- [36:40] – AI-driven agentic procurement.
- [41:10] – How to evaluate and choose the right B2B platform.
- [46:00] – Emerging technologies for complex, regulated B2B industries.
- [56:00] – Strategies for digital transformation in traditional B2B organisations.
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