Who we are

About

Your GPS Guides

We help B2B manufacturers and distributors navigate the chaos of digital transformation without getting lost in vendor hype, expensive wrong turns, or endless implementation projects. Unlike others, we’re not trying to sell you a specific destination. We help you find your true starting point, map the most efficient route, and optimize your journey based on data, not opinions. Led by a team of accomplished B2B practitioners who’ve lived in your shoes, we bring together deep platform expertise, data insights, customer intelligence and process optimization to help you build confidence in every decision.

The Team

We work collaboratively with your team to map your specific terrain before you commit major resources. A chance to work together accelerating your digital business.

Whether you need to select platforms (eCommerce, PIM, and beyond) or build internal data capabilities, our workshops provide the foundation for successful projects.

You get valuable discovery and documentation to lead the next stage of your digital roadmap.

Jay Schneider

Founder, President

Jay, 'the B2B Platform Guy', has been in the B2B eCommerce space as practitioner and advisor for 15+ years. Noted industry speaker and author, he helped Nuticia NA (Danone) build a successful B2B platform and has additionally worked for leading B2B agencies (B2X Partners, Brilliance Business Solutions) and B2B software platforms. In 2019, he founded B2B Squared and has since built the Platform Genius selection tool, flywheel B2B marketing automation platform and multiple frameworks helping distributors & manufacturers accelerate digital transformation. Jay is also Publisher/Editor of The Digital Roadmap Newsletter and is a certified B2B eCommerce Association coach.

Samuel Aldinger

Product Data Lead

Sam leads B2B-Squared's product data practice. For over 20 years, he led product data and supply chain strategy at Fastenal, where he was the business owner over Product Data Lifecycle and the PIM Development Team. He's seen firsthand how disconnected systems, inconsistent data, and misaligned processes sabotage digital customer experiences. Sam brings deep expertise in data governance, PIM/MDM implementation, and the critical intersection between supply chain operations and customer-facing platforms. Sam is a founding contributor of The Digital Roadmap newsletter and a certified B2B eCommerce Association Coach.

Val DuVernet

Customer Experience

Val is an e-commerce veteran who's led digital strategy and product management for McKesson, Advance Auto Parts, and Target across B2B, B2C, and B2B2C environments. As a judge for the B2B eCommerce Industry Awards and frequent industry speaker, she's recognized as an authority on customer experience, product strategy, and what actually drives digital revenue growth. Val's customer-obsessed approach ensures platforms aren't just technically sound—they're built to win in the market. Val is a founding contributor to The Digital Roadmap newsletter and a certified B2B eCommerce Association Coach.

Tisha Baker Lowe

Strategy & PM

Tisha brings Fortune 500 operational expertise from leadership roles at John Deere, IBM, and L'Oréal, where she led digital transformation initiatives, e-commerce implementations, and complex program management. As a PMP-certified project manager and certified John Maxwell leadership coach, she combines rigorous execution discipline with team development to ensure projects don't just get done—they build organizational capability. Tisha keeps transformations on track, on budget, and focused on outcomes that matter. Tisha is a certified B2B eCommerce Association Coach.