Why B2B Organizations Must Align Marketing & eCommerce Amid Tariffs and Economic Uncertainty
Economic disruptions from tariffs, trade policies, and conflicts require B2B manufacturers and distributors to make transformative changes. According to a report by Digital Commerce 360, B2B organizations "are deploying a combination of inventory management, supplier diversification, pricing adjustments, and operational enhancements to navigate the challenges tariffs pose.”
In addition to these strategies, B2B organizations must also align marketing and eCommerce to deliver a unified message, provide customers with options, and alleviate customer concerns. Traditional, siloed operations between these teams are no longer sustainable when facing supply chain volatility and pricing pressures.
In this article, we’ll explore insights shared on these topics by a group of experts at a discussion panel called "Tariffs, Tech, and Teamwork: Aligning Marketing and Commerce in a Shifting Economy,” which took place at B2B Online Chicago 2025.
The New Reality: How Economic Disruption Demands Organizational Alignment
Economic uncertainty fundamentally changes how B2B organizations must operate their marketing and eCommerce functions. Supply chain disruptions force companies to constantly adjust sourcing strategies and pricing models, creating communication imperatives that traditional, siloed structures cannot address.
Supply Chain Uncertainty Creates Communication Imperatives
Tariffs and trade disruptions create what industry leaders at the panel discussion described as "tariff anxiety” among B2B customers.
"Customers are feeling it on a day-to-day basis,” said panelist Graham Thorsen, Vice President of Digital Technology at Univar Solutions. "They need materials to keep their operations running, but when there’s a fear that they might not be able to get those materials, anxiety rises fast.”
Marketing teams need real-time visibility into supply chain challenges to update customer messaging appropriately. Furthermore, eCommerce platforms must reflect accurate pricing and availability as costs fluctuate due to import duties.
Inconsistent messaging between channels undermines customer confidence during volatile periods. Even companies that source most of their materials domestically face messaging challenges; they may have an advantage, but the customers they are marketing to are already anxious about spending.
Digital Marketing Investments Need Supply Chain Alignment
The panelists also discussed another risk: Selling products that aren’t in stock and selling products at prices that are too low because of pricing update delays.
"There’s a chance you’ll lose your entire budget on products you can’t sell,” said panelist Steve Martinez, Managing Partner at Aspirant Digital. "You're advertising a product that you can no longer sell at this price. That was yesterday's price, but someone's clicking on it and pressing ‘buy.’”
Marketing campaigns must coordinate with inventory levels and supply chain capacity, while eCommerce platforms require updated product information to prevent customer disappointment.
Insights from the panel suggest that performance marketing strategies must adapt when product margins change due to tariffs. Specifically, campaigns must focus on products that can actually be sold, and at the most accurate prices.
"You have to be deliberate about where you spend your ad dollars,” said Price Shoemaker, Vice President of Digital & eCommerce at M&D Distributors (DBA "The Diesel Store”).
"In the past, we could promote a broad product mix, even the less strategic items. Now, with supply-chain challenges, every campaign must focus only on products we can source and support.”
Building Cross-Functional Teams for Rapid Response
Organizations navigating economic uncertainty can also create tactical teams to run assessments and make decisions. Many businesses took a similar approach during the COVID-19 pandemic, leveraging agile teams to execute strategies.
These cross-functional groups typically meet regularly to assess market conditions and make real-time decisions, so the business can adapt quickly.
Establish Regular Communication Cadences
Weekly cross-functional meetings help teams stay aligned on market conditions and supply challenges. Importantly, these meetings support unified communication and collective action when supply chain disruptions occur.
"Make sure you have cross-functional teams of people who are close to the work, and make sure each team includes executives from the individual areas of the business,” said Graham Thorsen. He says this strategy has allowed the company to make "real-time” decisions, "pivot” in the face of supply challenges, and "take advantage of some of the emerging market dynamics.”
"It’s not just digital, we have executives from supply chain, transportation, and finance as well.”
Structured communication protocols for sharing updates on pricing, availability, and market changes prevent miscommunication. Overall, this type of cadence creates a constant flow of information and directives.
Even as conditions are constantly changing, decisions can be made immediately rather than waiting for approval cycles.
Create Shared Goals and Accountability
Marketing and eCommerce teams should align around common revenue targets rather than separate departmental metrics. Two elements for achieving shared accountability include:
- Establishing cross-functional performance incentives where team bonuses and recognition programs reward collaborative achievements rather than individual departmental success, encouraging teams to prioritize shared outcomes
- Creating joint planning and review cycles with monthly sessions where marketing and ecommerce teams jointly assess progress toward shared goals, identify obstacles, and adjust strategies collaboratively to maintain alignment
Some organizations have even found success by having marketing teams run training programs. In these arrangements, new sales representatives work in marketing while serving as lead generation resources.
This approach creates talent pipelines while building cross-functional understanding and relationships.
Leverage Technology for Better Coordination
Integrated platforms provide visibility across marketing campaigns, eCommerce performance, and supply chain status. Some key technology coordination strategies include the following:
- Implementing unified data platforms that integrate CRM, ERP, and marketing automation systems to eliminate information silos and ensure consistent data access across teams
- Deploying real-time communication tools with mobile capabilities, screen sharing, and collaborative workspaces that enable immediate response during crises and market disruptions
- Establishing automated data validation processes that combine system automation with human oversight checkpoints to maintain data accuracy during periods of rapid change and uncertainty
Nonetheless, organizations must balance automation with human oversight to maintain accuracy during rapidly changing conditions.
Strategies for Customer Communication and Retention During Uncertainty
Economic uncertainty creates both challenges and opportunities for customer relationships. B2B organizations must balance transparency with reassurance while positioning themselves as reliable partners.
Proactive Customer Outreach and Education
Companies should identify customers who may be affected by supply chain or pricing changes and reach out proactively. B2B organizations have recurring customers and purchase history data that enables very targeted messaging to affected categories. Educational approaches help customers understand alternative products or suppliers that may be less impacted by tariffs.
"In B2B, we often know exactly what each customer buys,” said panelist Ian Gresham, Chief Marketing Officer & Head of Omnichannel at specialized distributor BradyPLUS.
"When certain categories are hit by tariffs, we can target those buyers and say, ‘Here’s a solution for you.’ Looking at purchase history lets us help and protect our customers in very specific ways.”
Transparent Pricing and Value Communication
Transparency about factors affecting pricing without necessarily itemizing tariff costs specifically helps maintain trust. Industry experts recommend focusing messaging on value delivered rather than just price changes.
Companies can communicate supply chain strengths and domestic sourcing capabilities as competitive advantages rather than defensive measures.
The goal is to position the company as a reliable partner during uncertain times. Some organizations show estimated tariff impacts during checkout processes, while others prefer to incorporate costs into overall pricing rather than line-item transparency.
Retention-Focused Marketing Strategies
Finally, retention becomes significantly more important than acquisition during periods of economic uncertainty. Multiple industry sources confirm that retention is considerably more cost-effective than new customer acquisition.
According to Price Shoemaker, this is especially true during difficult economic times:
"How do we make sure that, when we acquire a customer, we keep them for the long run? There will be many customers searching for new suppliers based on challenges they experience in the market. If you can communicate the value you provide and retain that customer once the market stabilizes, it will be very impactful.”
Exceptional customer service differentiates organizations from competitors who may be reducing service levels to cut costs. Some strategies for improving the customer experience during challenging times include the following:
- Using data analytics to identify at-risk customers and launch targeted retention campaigns
- Leveraging AI-enabled outreach to engage customers in long-tail segments
- Tailoring messaging based on specific purchase behaviors
- Being responsive to the unique ways categories are affected by market conditions
Each of these approaches helps to align marketing and eCommerce. More importantly, they allow organizations to stay relevant and responsive.
The Goal: Achieving Competitive Positioning Through Alignment
Economic uncertainties and trade disruptions create challenges for B2B organizations, but they can also drive transformation efforts based on necessity. Manufacturers and distributors that successfully align their marketing and eCommerce functions can take an agile position in the market, enabling them to take advantage of opportunities and avoid costly errors.
Companies that take steps like cross-functional alignment, transparent communication, and customer-focused strategies will have more opportunities for long-term growth when markets stabilize.
To learn more about how your company can align marketing and eCommerce, don’t miss B2B Online Atlanta 2025. It’s happening from November 17th to 19th at the Westin Peachtree Plaza in Atlanta, Georgia. Get your tickets today.