Adam Robinson on e-commerce for manufacturers

Note: This episode is sponsored by Sana Commerce.   What does it take to earn and retain the business of B2B buyers today? For manufacturers contemplating ways to improve the experiences of their customers, technology investment is likely a major component of any plan. After all, B2B buyers are hard to replace and, since they are also consumers when they're not at work, their expectations have changed over the years to include things like choosing their preferred ways to buy products and get support.   Our guest, supply chain technology marketing strategist Adam Robinson, joins us to provide context on how manufacturers investments in customer experience technology like modern e-commerce is becoming one of the most critical ways to position a company for success in the future. Robinson foresees a wave of change coming to the manufacturing sector that will impact supply chains through new waves of acquisition, continuing risks disruption, and new options for buyers who will more actively seek new options if a vendor fails to meet their needs.   Show Notes 2:00 - How customer demand is driving manufacturers to invest in new capabilities 6:00 - How concern over margins and other metrics are driving tech stack investments 9:30 - Are current events creating smarter businesses? 11:00 - Expectations in B2B commerce customer experiences 14:00 - How to get out of day-to-day perspective and re-focus on broader view 16:45 - The relationship between 3PLs and e-commerce technology 20:00 - What roles in a manufacturing organization matter to understanding customers 21:30 - Opportunities in direct-to-consumer scenarios when customer data connects across the organizations 25:15 - Predictions on supply chain and logistics future References: RECAP: B2B E-Commerce Seminar for Manufacturers: A Path for Manufacturing Advancement