The Suit Isn’t the Hero

The Suit Isn’t the Hero

Every B2B ecomm leader right now is being sold the same pitch: buy the AI, get the superpowers. Smarter search. Instant recommendations. Order entry that runs itself. It’s an easy pitch to buy, because it feels like the hero moment — you flip the switch, the...
B2B Buyers Don’t Search. They Specify.

B2B Buyers Don’t Search. They Specify.

What B2B search must do — and where many vendors fall short B2B buyers don’t browse. They don’t get inspired. They arrive at your site with a part number, a SKU, a contract reference, or a manufacturer code in hand. The whole act of “search” in...