EnglishEpisode 79: Using Hershey's Approach to Unlock Digital Commerce Success
Elena dives deep into the world of B2B digital transformation with Mark Frenette, the B2B Digital Commerce Manager at Hershey. They explore the unique challenges B2B sectors face, particularly how they trail B2C in digital adoption and the critical need for businesses to adapt to meet customer expectations. Mark emphasizes the virtues of consistency, patience, and creative thinking, as fundamental to navigating this digital change and overcoming the inherent human resistance to new processes.
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Marketing teams run a million miles a minute, but one central focus fuels those that win — impenetrable teamwork and a customer-centric approach that focuses on curating the shopping experiences that make sense to them. This unwavering dedication to understanding and meeting the ever-changing needs of their customers sets the stage for groundbreaking strategies and unparalleled business success.
Today, Elena sits down with Mark Frenette, the B2B Digital Commerce Manager at Hershey, to discuss B2B digital transformation, the B2C comparisons that plague B2B, and the power of creative consistency and digital strategy. Mark shares his vast marketing wisdom and underscores the need to push beyond limits to achieve true success.
Discussed in this episode:
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Why B2B companies often lag behind B2C companies in digital transformation despite the need to meet customer expectations
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“Consistency,” “patience,” and “thinking creatively” as the core values to B2B (and B2C) digital transformation and overcoming internal resistance we feel as humans
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The importance of aligning technology with your strategy and goals as an organization
Episode 79: Using Hershey's Approach to Unlock Digital Commerce Success
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The B2B space can oftentimes lag years behind the B2C space. I think there are some obvious touch points, where if you're stopping at a local store your experience is gonna be very different than when you log in on Monday morning, and you're trying to place an order for something.
