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Technology Track sessions uncover the digital core of B2B ecommerce


Today is a great time to plan for growth in B2B ecommerce because the technology deployment options have significantly evolved in recent  years. But choosing among the options that support your business strategies can be a challenge. At EnvisionB2B June 8 – 10, more than a dozen experts will share their insights on getting the most out of technology deployments during Technology Track sessions scheduled for the afternoons of June 9 and 10.

Penny Gillespie, vice president and digital commerce analyst, Gartner

A good place to start is by matching the latest technology to the way a company’s customers want to research and purchase products. In the first EnvisionB2B Technology Track session, on Thursday, June 9 — Matching Today’s Technology to Today’s Buyer Journey — two veteran digital commerce technology experts — Penny Gillespie, vice president and digital commerce analyst at technology research and advisory firm Gartner Inc., and ecommerce entrepreneur Jeff McRitchie, who is president of  Messenger Corp., a provider of interior and exterior décor and signage products and services —will discuss how to find the best innovation and value in today’s technology market.

Getting set up with the right mix of digital technology is crucial for managing growth and unexpected market disruption, a course many have been forced to take in recent years. In the June 9 session Technology for the Next Market Disruption, Stephen Rudolf, chief technology officer of Kele Inc., a distributor of building automation products, and Brooke Logan, director, B2B Digital, at NAPA Auto Parts, will share best practices for deploying an ecommerce platform that support sudden market changes as well as rapid growth.

Following is a summary of the other Technology Track sessions on June 9 and 10:

Going Headfirst Into Headless (June 9)


Faisal Hussain, vice president, ecommerce, MSC Industrial Supply

Faisal Hussain, vice president of ecommerce at MSC Industrial Supply Co., and Jordan Jewell, a digital commerce industry analyst at technology provider VTEX and formerly at research firm IDC, will discuss the pluses and minuses of deploying either a headless commerce or a more traditional monolithic technology platform.

Conversion Rate Secrets of B2B Ecommerce Leaders (June 10)

Adrienne Hartman, senior director, ecommerce and campaign sales, at business products and services firm J.J. Keller & Associates, and Brian Fricano, CEO of distributor Sustainable Supply, where share strategies for attracting, engaging and converting website visitors to buyers.

How to Sell Complex Products Online (June 10)

Peter Drozda, business operations manager for manufacturer American Orthodontics, and ecommerce veteran Paul Miller, CEO of digital agency Paul Miller Digital, who has led ecommerce operations at W.W. Grainger Inc. and other companies, will discuss what’s involved in helping buyers find and purchase complex equipment online.

Integrating CRM with Ecommerce (June 10)

Robert Brown, managing director at consulting firm BDO Digital, will join Peter Drozda and Paul Miller from the prior session to cover how B2B companies can take advantage of integrated customer relationship management and ecommerce technology to better engage customers according to their needs.

Why We Chose Headless Commerce (June 10)

Bob Howland, chief digital officer at wholesale manufacturer and distributor Dawn Foods, and Ash Trasi, director of IT web and ecommerce at manufacturer Illumina Inc., will share details on why and how they chose headless commerce technology to deploy new B2B ecommerce sites – and how the sites are supporting their growing businesses.

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