B2B Digital Strategy for Suppliers with Justin King | B2B Exchange

Your B2B platform profile isn’t just for transactions. It can be a growth channel. In this episode of B2B Exchange, Mark Bell (SAP) sits down with Justin King, Director at the B2B eCommerce Association, author, and longtime voice in digital commerce, to unpack why many suppliers underuse one of their most visible digital assets: their network presence. Justin explains what it really means to be “digital” in B2B, and why it’s different from retail. In manufacturing and distribution, buyers aren’t browsing for inspiration. They’re trying to solve a problem fast, confirm availability and price, place the order, and get back to work. That mindset changes what “great” looks like in B2B buying experiences, and why a digital strategy shouldn’t stop at “build a website.” You’ll hear why B2B networks can act like plug-and-play channels that support discovery and speed, especially when they’re integrated into a buyer’s purchasing process. And if you’re on the supply side, Justin shares the practical foundation that makes everything else work: product content. The attributes, titles, descriptions, and images buyers search for aren’t a one-time upload. They’re an ongoing program. The most successful suppliers treat their profile like an active sales and marketing asset, continuously improving content, testing keywords, and sharpening how they show up in search results. Finally, Justin challenges a common “best practice”: don’t copy B2C experiences. Instead, borrow the customer focus behind B2C and build B2B experiences that match how professionals actually buy: efficient, task-driven, and designed for real work. Chapters: 00:00 - Welcome + introductions 01:59 - What “digital” means in B2B (beyond e-commerce) 02:43 - Common barriers to digital sales success 04:19 - Why a B2B network profile matters (more than a checkbox) 06:04 - The foundation: product content as an ongoing program 08:31 - What B2B buyers really want (speed, availability, price) 10:26 - A myth to drop: copying B2C experiences 11:54 - Checklist vs. strategy: how suppliers unlock growth Explore SAP Business Network for suppliers. 👉https://sap.to/6057BBczct Follow us on social: LinkedIn: https://sap.to/6059BBczcv Instagram: https://sap.to/6052BBczcI Facebook: https://sap.to/6053BBczcL Threads: https://sap.to/6056BBczc2 About SAP: As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience. For more information, visit: https://sap.to/6057BBczcN #SAPBusinessNetwork #B2BeCommerce #DigitalCommerce