Trends

Empowering women in B2B ecommerce: Insights from executives at Mars and Pierce Manufacturing

Kristin Schepici
Kristin Schepici October 6, 2023
Empowering women in B2B ecommerce: Insights from executives at Mars and Pierce Manufacturing

To explore the dynamic landscape of B2B digital commerce, Daniela Jurado, EVP of North America at VTEX, engaged in an enlightening discussion with two outstanding figures in the industry. Patricia Amaro, the global eB2B senior director at Mars, and Kaela Kucera, ecommerce manager at Pierce Manufacturing, delved into the contemporary challenges and opportunities facing businesses today. 

This article highlights the key takeaways of their discussion and explores the challenges and opportunities in B2B ecommerce.

For more from Patricia and Kaela and to watch the full episode, download here>>

The challenge of digital transformation in B2B ecommerce

Daniela kicked off the 30-minute episode with a fundamental question: How do companies manage the transition from traditional sales models to online platforms in the B2B landscape? Patricia Amaro, a seasoned digital marketing and ecommerce expert, and Kaela Kucera, who transitioned from B2C to B2B ecommerce, offered their valuable perspectives.

Patricia emphasized that this transformation is not an overnight process; it requires patience, resilience, and collaboration. Unlike B2C, B2B commerce involves numerous intermediaries, including sales teams, distributors, wholesalers, and sales representatives. This complexity demands a deep understanding of sales dynamics.

The role of process, technology, and workforce

Regarding technology selection, Patricia highlighted the importance of a thorough understanding of the sales process. B2B sales often involve negotiations and on-the-ground activities that are challenging to replicate digitally. To successfully digitalize, one must immerse themselves in the sales field, comprehend the intricacies, and then translate them into the digital realm.

Interestingly, Patricia recommended starting with process analysis before diving into technology. Understanding the needs of your specific B2B model is crucial before implementing technology solutions. This approach ensures that technology aligns with your unique requirements, reducing the need for future adaptations.

Collaboration and adaptability

Both Patricia and Kaela stressed the significance of team collaboration for any digital transformation journey. B2B ecommerce necessitates seamless coordination between various stakeholders, making teamwork indispensable.

Kaela echoed Patricia’s sentiment about understanding the sales process. She emphasized identifying pain points and bottlenecks in the existing sales model. Technology can be strategically employed only once these issues are addressed, ultimately enhancing efficiency and effectiveness.

This pre-recorded session will shed light on the ongoing digital transformation in the B2B sector. Patricia and Kaela shared invaluable insights into the challenges and strategies for B2B leaders, and viewers will walk away with action items to instill in their own business.

As B2B ecommerce evolves, embracing technology, understanding processes, and fostering collaboration will be crucial to success in this dynamic landscape.

Stay tuned for more updates and insights from the world of B2B commerce as we continue to explore the ever-changing dynamics of this industry.

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