Robert Richardson

Pick a topic, grab a seat, and join the conversation. Each table is led by an industry peer and centered on one challenge B2B leaders are working through right now. No slides and no presentations, just open discussion. Questions are drawn from the fishbowl to spark the conversation, and when a topic has run its course, the next one comes out of the bowl. You're also welcome to drop in a question of your own. Come ready to share what's working, what isn't, and leave with ideas you can actually use.

1. Costs & Benefits Tracking Beyond Go-Live. Hosted by Abhi Saini, NAM Architecture & Channel Leader, Schneider Electric

2. Navigating B2B Growth, Pricing Conflicts, and Go-To-Market Strategy. Hosted by Firat Ozkan, Co-Founder & CSMO, Mount-It!

3. Is Your B2B Marketing Ready for the AI Discovery Era? Hosted by Rachel Holstrom, Digital Strategy & Experience Manager, Cargill

4. Dealing With New Challenges and the Unknown. Hosted by Robert Richardson, Senior B2B E-Commerce Delivery Manager, Digital Product Portfolio, MillerKnoll

5. Selling Through Marketplaces: Strategies Leveraging Direct Fulfillment on Amazon Business. Hosted by-- Self Led with audience 

6. From B2C Convenience to B2B Commerce: Building the Experience Modern Buyers Expect. Hosted by Mackenzi Avin, Sr. Product Manager, Digital Experience, PCNA

7. The New Marketing Career Ladder: How to Build Influence When the Top Job Isn't Always CMO. Hosted by Steven Nghe, Head of Marketing & Communications, Kloeckner Metals Corporation

Guided buying promises to simplify complex B2B purchasing—but its real value comes from continuous optimization, not one-time implementation. This session explores how leading B2B organizations use guided buying experiences, data, and feedback loops to steadily improve buyer outcomes, increase conversion, and reduce friction over time.

• Understand what effective guided buying looks like in real-world B2B environments

• Identify where guided buying delivers the greatest impact across complex catalogs and use cases

• Design guided experiences that evolve based on buyer behavior and feedback

• Optimize buying flows through continuous testing, iteration, and performance measurement

• Align product, UX, sales, and eCommerce teams around shared improvement goals

• Measure success using KPIs tied to conversion, efficiency, and customer satisfaction