Today’s business buyers demand excellence in personalized commerce anytime, anywhere, through any channel. And they expect manufacturers and distributors to deliver them superior user experience. But B2B sellers must deploy new ecommerce strategies and technology to generate a uniquely helpful experience that attracts and keeps customers. This brave new world of connected ecommerce means complex B2B organizations need to engage digital-first and traditional customers in new and better ways.​

Fast on the way out are old, unconnected computer systems, dysfunctional databases, and manual programs that don’t generate recurring B2B ecommerce sales and sustain customer loyalty. Instead, winning B2B organizations use new applications and services such as artificial intelligence, dynamic pricing, personalization, sustainability, and other emerging digital technology and strategy to meet — and exceed — buyer expectations.​

The webinar will provide attendees with the insights to start building or accelerating an ecommerce strategy that:

  • Generates higher sales and profits.​
  • Attracts and retains loyal customers.​
  • Gives B2B buyers a transparent, personalized and omnichannel purchasing experience that helps them do their jobs better.​
  • Develops a digital technology infrastructure for more efficient and productive operations for both internal and external stakeholders.


Sponsored by:


Justin Racine

Kris Harrington

Sebastiaan Verhaar

Jai Baek

Mark Brohan

About Our Speakers

Justin RacinePrincipal, Unified Commerce StrategyPerficient

Justin Racine is Principal, Unified Commerce Strategy at Perficient, a global digital consulting firm serving enterprise clients throughout North America and the world. At Perficient, Justin drives digital commerce strategies that assists Fortune 500 brands to achieve and exceed business goals through commerce-enabled technologies. Justin has more than 14 years of experience in ecommerce, customer-focused experiences and branding strategy. In addition, Justin has been published in Forbes, Digital Commerce360 and Henry Stewart’s Journal of Brand Strategy. Justin’s monthly column for CMSWire focuses on relatable real-life experiences and how they apply to exceptional customer experience opportunities for brands.

Kris HarringtonCEOGenAlpha Technologies

Kristina Harrington is the co-founder and CEO of GenAlpha Technologies, which provides digital commerce technology for manufacturers. Prior to GenAlpha, Kris worked for more than 10 years in leadership positions at two large multinational original equipment manufacturers, Bucyrus International and Caterpillar, supporting the mining industry. In her various positions, she worked with internal stakeholders, dealers, and customers to deliver business results both in aftermarket and equipment sales.

Sebastiaan Verhaar Chief Executive OfficerSana Commerce

Sebastiaan has held strategic leadership positions in a variety of multinational tech corporations, including Google and Equinix. He brings his experience working abroad to serve the expansive global team at Sana Commerce.

Jai BaekMarketing & Creative DirectorUnited Pacific Industries

Jai Baek is a seasoned Marketing and Creative Executive with over 20 years of experience in branding and e-commerce. His significant role in orchestrating United Pacific Industries’ e-commerce transformation underscores his adeptness in leveraging cutting-edge tools and tactics to solve complex B2B challenges. By navigating through previous digital hurdles and implementing a Sana Commerce solution, Jai exemplified how to accelerate a winning B2B e-commerce strategy, resulting in enhanced online B2B portals, improved customer service, and expanded global reach. His hands-on experience and strategic insights into effective e-commerce practices make him an invaluable speaker for discussing how to unlock the potential of digital platforms in the B2B space.

Mark BrohanSenior Vice President, B2B and Market ResearchDigital Commerce 360

Mark Brohan is senior vice president of B2B and market research at Digital Commerce 360, covering B2B ecommerce trends. Prior to his current role, Mark was vice president of research for Digital Commerce 360 and editor of Internet Retailer’s Top 500 Guide, and related research publications. Mark’s previous experience includes leading new print and web product business development for Faulkner & Gray as web publisher and editorial director for DM Review magazine and its two websites: and He was also the founding editor of various Faulkner & Gray technology magazines, including Internet Retailer. Mark earned a bachelor’s degree in secondary education and history from Western Michigan University and a master’s in journalism and public affairs from the American University.

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