Two Perspectives: B2B Transformation That Works with Bob Lewis and AJ Brenner

Connected Commerce: Where B2B Buyers Actually Buy

A B2B eCommerce site is not enough if it is disconnected from how enterprise buyers actually work. In this episode, Justin King talks with Beth Segovia, CEO of TradeCentric, and Kevin Kassenmeyer, VP of Customer Experience and Enablement at TradeCentric, about connected commerce and the procurement systems that shape real B2B buying behavior. They discuss why buyers often start inside Coupa, SAP Ariba, Jaggaer, or another spend management platform instead of a supplier website; why non-integrated suppliers can lose routine spend without realizing it; and why purchase orders, invoices, receiving documents, and three-way match matter more than many commerce teams understand. The conversation also covers DIY integration, punchout, analytics, supplier adoption, and the role AI may eventually play in procurement and commerce transactions. Key idea: your buyer is not shopping. They're working.

Two Perspectives: B2B Transformation That Works with Bob Lewis and AJ Brenner

In this episode of the B2B eCommerce Show, Justin King brings together AJ Brenner and Bob Lewis to share two perspectives on what makes B2B digital transformation actually work. AJ breaks down how strong executive alignment, transparency, and company-wide adoption helped drive digital forward at ARG Industrial—proving that success isn’t about team size, but alignment across the business. Bob adds the agency perspective, explaining why most companies don’t have a platform problem, but a transformation problem. Together, they highlight the importance of trust, partnership, and focusing on real customer value over chasing B2C expectations. Key topics include:  • B2B digital transformation that works  • Platform vs. strategy in eCommerce  • Executive alignment and internal adoption  • Lean teams and strong partnerships  • Metrics that drive organization-wide impact Guest: AJ Brenner [https://www.linkedin.com/in/adam-brenner-jr/] and Bob Lewis [https://www.linkedin.com/in/robert-lewis-6973524/] Host: Justin King [https://www.linkedin.com/in/justinking/]

From 2% to 25% Online with AJ Brenner

In this episode of the B2B eCommerce Show, Justin King speaks with AJ Brenner about his journey from B2C eCommerce into B2B distribution and how he helped drive significant digital adoption in traditional industries. AJ shares how his team grew online revenue from just 2–3% to 25% by focusing on what truly matters in B2B, building tools that create real value for customers and save them time on the job. He explains why B2B is fundamentally different from B2C, and why success depends less on flashy technology and more on understanding workflows, operations, and customer needs. The conversation dives into the importance of internal adoption, training sales teams, and securing executive buy-in to make digital transformation stick. AJ also discusses how strong partnerships, simplified metrics, and consistent communication of wins can accelerate growth and alignment across the organization. Key topics include:  • Transitioning from B2C to B2B eCommerce  • Driving digital adoption in traditional industries  • Internal training and sales team enablement  • Building tools that deliver real customer value  • Executive alignment and measuring success Guest: AJ Brenner [https://www.linkedin.com/in/adam-brenner-jr/] Host: Justin King [https://www.linkedin.com/in/justinking/]

The Real State of B2B Commerce (It's Not What You Think) with Paul Do Forno

In this episode of the B2B eCommerce Show, Justin King speaks with Paul Do Forno, Global Commerce Practice Lead at Deloitte Digital, about key insights from Deloitte’s latest B2B eCommerce study and what separates high-performing organizations.  Paul explains how companies adopting commerce and AI are achieving up to 110% more growth, while also facing increasing pressure from limited budgets and rising customer expectations. He also highlights how combining front-office initiatives with back-office upgrades can strengthen business cases and drive greater value.  The conversation explores gaps in buyer experience, the importance of reducing friction across the customer journey, and the growing role of AI in shaping B2B commerce.  Key topics include: • B2B eCommerce research insights • Digital maturity and growth • Front office vs back office strategy • Buyer experience and automation gaps • AI in B2B commerce Guest: Paul Do Forno [https://www.linkedin.com/in/pauldoforno/] Host: Justin King [https://www.linkedin.com/in/justinking/]

The Hidden Engine of E-Commerce with Rob Gonzalez

In this episode of the B2B eCommerce Show, Justin King speaks with Rob Gonzalez, Co-Founder and Chief Strategy & Innovation Officer of Salsify, about the role of product data in modern commerce and the shift toward AI-driven buying experiences. Rob explains the concept of the digital shelf and why brands must optimize product content across multiple channels. He also breaks down Product Experience Management (PXM) and how it differs from traditional PIM by focusing on the buyer experience. The conversation covers the growing complexity of B2B commerce, the importance of structured product data, and how AI is transforming product discovery and decision-making.  Key topics include:  • Digital shelf and product data strategy  • PXM vs PIM  • B2B data complexity and distribution  • AI in product discovery  • The future of B2B commerce Guest: Rob Gonzalez [https://www.linkedin.com/in/robgonzalez/] Host: Justin King [https://www.linkedin.com/in/justinking/]