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My Insights into B2B Online: What I’m Looking Forward To

Justin And Eve B2b Online

B2B Online is right around the corner, and I’m excited to get there and see everyone back in person. It holds a bit of nostalgia for me and has a special place in my heart as it was one of the first conferences that I ever spoke at in the B2B space. This event spurred my love of public speaking, writing, and authoring, much of which I continue to do today. Plus, it doesn’t hurt that I have friends that work for the organization and it’ll be great to see them, too!

Overall, I’m looking forward to hearing what the biggest brands are doing and working on. Everyone has great ideas, because their businesses are so unique and each person can offer up new perspectives based on their own experiences.

As for the agenda, I’m looking forward to the themes each day provides.

Day 1 is all about transformation with digital innovation and taking it from good to great.

Many organizations are looking at where they are post-COVID and evaluating how to best utilize their tech to extend beyond where they currently are. I’m interested in how brands are planning to go from good to great and the steps they’re taking to do so.

Day 2 is about creating a best-in-class customer experience (CX).

If you went back and looked at the B2B Online agenda only 10 years ago, you wouldn’t see customer experience on there. CX is a relatively new trend, and every person desires a great experience despite the channel they’re using, so it’s great to see a whole day dedicated to CX this year.

This is what’s going to keep buyers sticky and help alleviate price shopping, because if a consumer can have a seamless experience that’s effective, they’ll more than likely opt for the efficient choice over saving a few cents elsewhere.

Tying into this theme I will be speaking during a 3:45 p.m. session with Eve Sangenito, Perficient’s Principal in CX + Digital Marketing. Stop by our booth to participate in a survey and then join our session, “Journey Science: A New Way to Leverage Data-Driven Customer Experiences That Can Boost Revenue and Increase Customer Acquisition by 150%” to see the live results. We will be showcasing how journey science can help your brand gain a competitive edge and how to best approach business challenges from your customer’s perspective.

At 4:50 p.m. I’ll be leading a roundtable discussion called, “Add Value, Avoid Conflict: How to Build a D2C Strategy That Complements Your Channel.”

And lastly, Day 3 is about growing ecommerce and sharing actionable ideas to increase sales.

It can be hard to find tangible ideas to bring home, so I really like that there is an entire day dedicated to delivering actionable things that organizations can take home with them and put into their roadmaps instantly to move the needle forward.

I look forward to seeing you in Chicago May 1-3! And if you’d like to connect ahead of time to see how you can start transforming your commerce experience, reach out.

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Justin Racine

Justin Racine is a Director and Lead Strategist with Perficient, and he works with clients to build and achieve their business goals through commerce-enabled technologies. Justin has over 12 years of experience within the ecommerce space, working with companies such as Cardinal Health, Johnson & Johnson, and Olam International, and has spoken at over 20 global conferences on ecommerce and branding strategy. Additionally, Justin has been published twice for his thought leadership on branding and marketing in the Henry Stewart Journal of Brand Strategy, is a contributing writer for, and a frequent contributor for many leading industry publications.

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