B2B eCommerce Show
Welcome to The B2B eCommerce Show – a hub for leaders, innovators, industry experts, and newbies to explore the fast-paced world of digital commerce. Hosted by respected thought leader Justin King, this podcast delves into the strategies, challenges, and successes shaping how manufacturers, distributors, and service providers thrive online.
Each episode features insightful conversations, practical advice, and compelling stories from pioneers driving digital transformation in the B2B eCommerce ecosystem.
Whether you're embarking on your first eCommerce project, scaling a digital strategy, or staying ahead of market shifts, this podcast is your guide to navigating digital successfully.
B2B eCommerce Show
Beyond the Webstore: Driving Real Digital Transformation in B2B with Graham Lubie
In this episode of the B2BEA Insider, Justin King sits down with Graham Lubie, SVP at Wasserman Digital, to explore the reality behind digital transformation in B2B—and why treating eCommerce as a long-term program, not a one-off project, is critical to success.
Graham shares insights from decades of working with manufacturers and distributors navigating complex B2B ecosystems. From bridging the communication gap between executive teams and digital leads, to redefining strategy around real business value—not just technology—Graham unpacks what it takes to create scalable, impactful digital programs.
Key topics include:
• The difference between eCommerce as a project vs. an ongoing program
• Why B2B complexity (product, customer, and process) is a competitive advantage
• How manufacturers and distributors are evolving channel strategies
• Communicating digital initiatives in terms executives understand: revenue, cost, and ROI
• The importance of owning the entire customer journey—from discovery to post-sale
• Why AI won’t be building enterprise applications anytime soon (and what it can do)
• The hidden opportunities in B2B content syndication and customer self-service
This episode is a must-listen for digital leaders, strategists, and B2B executives who want to unlock the full potential of their eCommerce investments—beyond just launching a webstore.
Guest: Graham Lubie
Host: Justin King
Introducing B2B eCommerce World. A conference focused on networking, education and training.
Melbourne, Australia August 19-20
Scottsdale, Arizona November 3 - 4
