What happens when you mix a passion for B2B eCommerce, a knack for storytelling, and a borderline obsessive drive to educate an industry? You get Justin King, founder of the B2B Commerce Association—and quite possibly the only guy who ranks on the first five pages of Google for “B2B eCommerce.” (Seriously, try it.)
Justin joined me on MarTalks to share his wild ride through eCommerce, from shouting into the void via his blog in 2007 (hi, Mom and Dad!) to becoming the go-to guy for B2B strategy at companies like 3M, Home Depot, and Granger.
Listen to the full podcast here:
Key takeaways from our chat:
- Stop using B2C buzzwords. Telling a distributor about “conversion rates” is like explaining TikTok to your grandfather—it’s not gonna click.
- Build a real B2B team. B2B isn’t a side hustle for your B2C sales team. You need specialized sales, marketing, and customer success pros who get the space.
- Educate your team. Justin’s association literally has a course called “How to Speak Manufacturing 101” because knowing your customer’s language isn’t a “nice-to-have”—it’s how you close deals.
- Ditch the polished corporate videos. Gen Z and Millennials are making B2B buying decisions, and they prefer raw, real, and relatable content. (Think TikTok, not TED Talk.)
Justin’s passion for advancing B2B eCommerce is infectious. If you’re selling into this space—or thinking about it—do yourself a favor and start learning the language of your customers.
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