B2B eCommerce Decision-Making: Expert Panel with JJ Keller, SHI & HCL Software

Описание: Join us for an insightful Master B2B Fireside Chat on navigating the complex world of B2B e-commerce decision-making in 2026. Host Brian Beck leads a discussion with industry veterans Brian Gillespie (VP of Product at HCL Software), Adrienne Hartman (EVP of Marketing at JJ Keller), and Nathan Schatz (Head of IT Product Management at SHI).

In this episode, we explore:

Balancing backend system complexity with customer experience
When to fail fast vs. when to take time with major decisions
The impact of AI on marketing and e-commerce strategy
Meeting the expectations of Gen Z buyers while serving traditional customers
The shift from monolithic to composable commerce architectures
Why data doesn't always tell the whole story
Getting organizational buy-in without endless business cases

Our expert panel shares real-world examples, including candid stories about intentional decisions that backfired and lessons learned from trusting (and questioning) the data. Whether you're in IT, marketing, or e-commerce leadership, you'll gain practical insights on making better decisions faster in today's rapidly evolving B2B landscape.

Key Takeaways:
✓ The importance of being channel-agnostic in serving diverse customer needs
✓ How composable commerce enables faster, lower-risk experimentation
✓ Why storytelling and vision matter more than perfect business cases
✓ Strategies for modernizing legacy systems while maintaining customer relationships

FAQ
Q: What's the main difference between decisions that should be made fast vs. slow in B2B eCommerce?
A: According to our panel, fast decisions are appropriate for low-risk items like A/B testing, minor site changes, and features that can be easily reversed. Adrienne from JJ Keller mentions running 7-10 tests simultaneously on their site. Slower, more thoughtful decisions are needed for foundational changes like selecting a customer data platform (CDP), implementing new commerce platforms, or changes that significantly impact customer psychology and buying patterns.

Q: How do you balance serving traditional B2B buyers who want phone support with Gen Z buyers who expect Amazon-like digital experiences?
A: The panel recommends being "channel agnostic." Adrienne emphasizes providing options without forcing any single approach—offering phone support for those who want it while providing real-time order tracking and self-service for digital-first buyers. Nathan adds that understanding your customer personas and segmentation is critical to balancing these different needs.

Q: What role does data play in eCommerce decision-making, and can you really trust it?
A: While data is essential, all three experts acknowledge that "data can lie." Adrienne shares a real example where data suggested removing a feature, but it had unexpected negative impacts on revenue due to customer psychology. The consensus: use data as a guide, but combine it with gut instinct, customer feedback, and industry experience. Brian Gillespie emphasizes the importance of "time to data"—ensuring you can access relevant analytics quickly enough to make timely decisions.

Q: How do you get organizational buy-in for major eCommerce initiatives without endless business cases?
A: Brian Gillespie recommends leading with vision rather than seeking consensus. Use AI tools to create quick mockups and demos, write the "press release" first (borrowing from Amazon's approach), and focus on storytelling. Nathan adds that finding one key executive champion is often more valuable than building elaborate business cases. Adrienne notes that the industry has matured—leaders no longer need to justify eCommerce investment the way they did 10 years ago.



#B2BEcommerce #DigitalTransformation #EcommerceStrategy #DecisionMaking #ComposableCommerce #B2BMarketing #CustomerExperience

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