In this episode of the B2B eCommerce Show, Justin King sits down with Jason Greenwood, Founder of Greenwood Consulting, to discuss how B2B companies can drive real digital ROI without forcing customers to change how they buy.

With over 25 years of experience in eCommerce, Jason shares practical insights on why adoption matters more than platforms, how conversational AI enables commerce through existing communication channels, and why execution, not evangelism is the next phase of B2B digital transformation.

Key topics include:
• How to achieve B2B digital ROI without changing buyer behavior
• Using AI to enable commerce through email, messaging, and existing workflows
• Shifting from digital evangelism to execution and prioritization
• Why asking better questions leads to better transformation outcomes
• What B2B leaders should focus on as digital commerce matures

This episode offers clear, actionable guidance for manufacturers and distributors looking to reduce friction, improve adoption, and make smarter digital investments.

Guest: Jason Greenwood
Host: Justin King

Introducing B2B eCommerce World. A conference focused on networking, education and training.

Melbourne, Australia August 19-20

Scottsdale, Arizona November 3 - 4

https://b2becommerceworld.org