B2B Buyers Don't Want a B2C Experience: How to Meet Your Buyers’ Real Customer Experience Expectations

B2B buyers might wear jeans and sneakers, but that doesn’t mean they buy for their businesses the same way they buy jeans and sneakers.

Institutional buyers’ needs, priorities, and buying journeys are fundamentally different from consumers’. B2B purchases often involve multiple stakeholders, complex decision-making processes, and significantly larger purchase volumes than typical B2C transactions. So why treat them the same?

Watch our webinar with two ecommerce experts and learn how to craft a B2B customer experience that actually drives results.

Watch the webinar on demand

Here's what you'll learn:

The key differences between B2B and B2C buyer expectations: Understand why a consumer-focused approach isn’t enough and how to cater to the specific needs of B2B buyers, including multi-user purchase processes and varying roles within an organization.

Tailoring your customer experience for manufacturers and distributors: Discover the unique challenges and opportunities for each segment and learn how to optimize your ecommerce approach for maximum impact.

Digital Marketing for Manufacturers and Distributors

Webinar Speakers

Michael Vax

Digital Commerce Consultant and Trainer, Commerce Is Digital

A veteran of the ecommerce industry with 30 years of experience, Michael Vax has spent over a decade as a hands-on executive. In this role, he spearheaded the development of major enterprise ecommerce platforms and guided customers through their online business transitions.

His extensive experience spans various industries, including retail, manufacturing, telco, finance, travel, and direct-to-consumer businesses. Through his work, he gained a unique insider’s perspective on the evolution of ecommerce that enabled him to create comprehensive training programs and consulting services for B2C and B2B professionals.

Michael Vax

Digital Commerce Consultant and Trainer, Commerce Is Digital

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Aaron Sheehan

Director of Product Marketing, OroCommerce

Aaron Sheehan joined OroCommerce in 2024 as the Director of Product Marketing, contributing a decade of ecommerce technology experience as an analyst, consultant, and architect. Aaron has lead agency practices delivering replatforming, optimization, and consultative services to manufacturers and distributors of all sizes. He’s a regular speaker and presenter at ecommerce events.