In the latest episode of "The Headless Marketing Show," we dive deep into the world of B2B commerce with a firsthand account from Todd Ramsdell, the IT Manager at Belwith Keeler. Hosted by Alex Belding, co-founder and Chief Revenue Officer of WebriQ, this conversation sheds light on the transformative journey Belwith Keeler undertook to modernize its sales channels through a cutting-edge B2B commerce portal.
Belwith Keeler, a leading manufacturer in the decorative hardware industry, was accustomed to a traditional sales model heavily reliant on in-person interactions and a network of sales representatives across the country. The decision to shift to a digital commerce experience was not just a technological upgrade but a complete rethinking of how the company interacted with its wholesale partners, showroom customers, and internal teams.
Todd shares the challenges faced during the early stages of the project, including the internal resistance to change and the organizational shifts required to align everyone with the new digital-first approach. He details the critical role of internal collaboration, where weekly meetings with both Belwith’s team and WebriQ's experts ensured that the portal’s development stayed on track. These meetings weren’t just about the technical aspects but also focused on training, customer experience, and the broader vision for the company’s future.
One of the major hurdles Belwith Keeler encountered was driving customer adoption of the new portal. Todd talks about the varying reactions from customers—some embraced the change immediately, while others were hesitant, preferring traditional methods like phone calls for placing orders. However, through persistent communication and the introduction of user-friendly features like pricing toggles and integrated tracking information, the portal eventually gained widespread acceptance. These features were pivotal in creating a seamless, self-service experience for users, significantly reducing the burden on Belwith’s customer service team and allowing them to focus on more strategic tasks.
The discussion also highlights the importance of organizational buy-in and the necessity of having the right stakeholders involved from the beginning. Todd emphasizes that implementing a B2B commerce portal isn’t just an IT project—it’s a company-wide initiative that requires input from finance, marketing, customer service, and beyond. He advises other companies considering a similar transformation to take a phased approach, allowing for flexibility and continuous improvement as the portal evolves.
Beyond the portal’s launch, Todd touches on the ongoing iterations and enhancements made to further refine the user experience. The integration of a digital asset management system and the development of a product configurator are just a couple of examples of how Belwith Keeler continues to build on the initial success of their B2B commerce platform. These tools not only enhance the customer experience but also provide valuable support to Belwith’s sales team, enabling them to better serve their clients with real-time information and customizable product options.
One of the key takeaways from this episode is the significance of focusing on the end-user experience from the outset. Rather than getting bogged down in backend integrations, Belwith Keeler and WebriQ prioritized creating a user-friendly, intuitive interface that would make the portal a go-to resource for their customers. This approach not only improved customer satisfaction but also helped identify and resolve data issues within the company, leading to cleaner, more reliable information feeding into the system.
The conversation wraps up with Todd offering sage advice to other companies embarking on their own B2B commerce journey. His recommendations? Start with a clear, agreed-upon specification, involve all relevant departments early on, and be prepared to phase in different features over time. By doing so, companies can ensure they’re not only meeting current needs but also positioning themselves for future growth.
For those interested in the nitty-gritty of B2B commerce implementation, or for businesses looking to modernize their own sales channels, this episode provides a wealth of insights and practical tips. It’s a must-listen for anyone involved in digital transformation, whether on the technical side or in broader business strategy roles.
Tune in to hear the full story of how Belwith Keeler successfully launched their B2B commerce portal and learn how you can apply these lessons to your own digital projects.