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Compose Your Technology Around Your Business

Guest: Matt Vendermolen, Vice President of Commerce and Composable at Valtech

Welcome to another gripping episode of "The Headless Marketing Show," where we unravel the mysteries of modern marketing strategies and innovations.

In this episode, we're joined by digital innovation leader Matt Vendermolen to explore the transformational impact of composable commerce. Delve into the contrasts between composable and traditional monolithic commerce platforms and discover why the former is taking the world by storm.

Get an insider's look into the groundbreaking implications of generative AI on commerce. Understand how artificial intelligence is shaping the way businesses operate, making them more flexible, responsive, and efficient.

"Businesses should build their technology around their business instead of building their business around their technology; this is the power of composable." This profound idea challenges conventional thinking and paves the way for a new era in commerce.

Whether you're a marketer, an entrepreneur, or just curious about the future of commerce, this episode is packed with invaluable insights. Tune in to "The Headless Marketing Show" and be part of the conversation that's shaping the future of the industry!

In this episode of The Headless Marketing Show, we are talking about the importance of the Frontend.

Our guest Michael C Lamb talks about what he sees a lot of companies miss. They have company experiences and not customer experiences. He sees many firms deploy experiences with all these things put up in front of the user that doesn't bring value to the customer and that causes friction.

The frontend is anywhere your brand interacts directly with your customers. Social media channels, email, websites, landing pages etc.

Michael didn't mince words. Customers don't care about what database you are using, your CRM, or your CMS. None of that stuff matters to them. They care about finding good reliable and valuable information that they need to make good decisions. They care about the experience. Is it easy to work with a brand or is it endless popups and forms and poor content and low-quality experiences?

We talked at length about the attention data we should be watching and changing the way we manage our KPIs. Likes, Impressions, page views, and email submissions don't really drive revenue. We should be tracking how customers use the experience. We should be tracking how our frontend is connected to our pipeline and revenue. Using those kinds of KPIs puts a lot more focus on the customer.

Focus On The Customer - That's How You Win

In his final piece of advice, Michael summed up the whole episode nicely and we have our title for the show! Enjoy a deeper dive into making better experiences for your customers. Changing your mindset in how you go about setting up experiences and measuring experiences and keeping the frontend the most important element of your experiences.

, a messaging-first platform supporting emerging and existing messaging, social, and display ad channels making them more effective and robust.

By bringing app-like functionality into the text messaging experience, RCS (Rich Communication Services) Messaging takes the outdated "texting" experience making it even more effective and robust. RCS - 

Conversational Ads eliminate the need for a user to leave the page, keeping their attention while allowing them to interact directly inside the ad unit immersed in your brand. Conversational Ad - 

The nativeMsg platform enables eCommerce merchants to move their store(s) closer to the consumer - increasing conversions & engagement while capturing valuable zero and first-party data.

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.

Compose Your Technology Around Your Business

Compose Your Technology Around Your Business

Guest: Matt Vendermolen, Vice President of Commerce and Composable at Valtech

Introduction:

The Power of Composable Commerce:

Generative AI in Commerce:

Matt's Visionary Statement:

Why Listen?