Justin Rinaldi’s journey from minor league baseball photographer to leading B2B marketer gives him a unique lens on how customer behaviour has changed.
Now director of marketing and ecommerce at Safety Speed Manufacturing, he has tripled online revenue by combining data discipline with a deep understanding of how people consume information.
In this episode, Justin explains how the media landscape has shifted since 2020, why major platforms now function as ad‑delivery networks, and what that means for B2B marketers trying to earn attention. He shares why video is outperforming all other formats for customer education, how AI‑driven discovery is reshaping search behaviour, and why brand loyalty is increasingly built long before a product is held in someone’s hands.
Justin’s approach is grounded and practical, identifying the gaps customers experience, creating short, high‑value videos to close them, and using data to influence decisions across the organisation. His view is clear: marketers who adapt quickly, test small and build around real user needs will thrive in the new attention economy.
Sergio Schiavone’s career spans early internet coding through to leading digital transformation for global fashion brands.
As a former Biglight client during his time at VF Corporation, he partnered with the team to modernise wholesale portals and evolve digital showroom capabilities that support how brands sell, serve and inspire their retail customers.
In this episode, Sergio shares how digital showrooms can improve sell‑in, reduce sample production, strengthen storytelling and elevate both customer and employee experience. He discusses what it takes to align merchandising, design, supply chain and sales around a single vision, how to shift long‑standing behaviours in wholesale teams, and why small pilots can deliver major commercial impact. For Sergio, long‑term success isn’t about transformation, it’s about continuous evolution.
Bernd Hirschle has spent his career moving between strategy consulting and senior commercial leadership, giving him a rare perspective on why so many transformation programmes look convincing on paper yet fail in practice.
Across global roles in manufacturing, construction and industrial markets, he has seen how customer needs, legacy structures and internal complexity shape whether digital ambition ever turns into measurable growth.
In this episode, Bernd explains why technology is almost never the blocker in B2B, and how progress depends on simplifying complexity, aligning commercial models and bringing people with you, especially those under pressure to deliver short‑term results. He shares examples of transformation derailed by pricing models, channel conflict and organisational habits, and offers clear guidance on how to build momentum through vision, sequencing and rigorous execution.
Rooted in practical experience, Bernd’s perspective shows what it really takes to move from strategy to outcomes in large organisations, and how leaders can drive profitable growth by combining customer insight with disciplined delivery.
Tanja Tschech has built her career across continents and industries, but a single thread runs through every role: a belief that digital transformation only succeeds when it makes people’s working lives better.
From early online banking at Citibank to chemical manufacturing today, she focuses on removing mundane work, solving real problems and creating experiences that help employees and customers thrive.
In this episode, Tanja shares how she uses empathy, listening and customer insight to overcome resistance and build digital experiences that feel intuitive and valuable. She explains why B2B customer expectations have shifted, how to uncover real needs through direct conversations, and why demos and early prototypes can change more minds than business cases.
Her view of transformation is practical and human, showing how adoption grows when organisations design from the outside in, give customers a voice, and support teams through the discomfort that always comes with change.
Franck Chenet’s career spans early B2B ecommerce in North America through to leading transformation for major European organisations, giving him a long‑term view on how digital change actually happens.
His experience has taught him that technology alone rarely moves the needle; the real breakthroughs come from shifting mindsets, building confidence and helping teams understand how digital fits into their day‑to‑day work.
In this episode, Franck shares how he approaches digital evolution inside complex B2B organisations, from assessing digital maturity to challenging assumptions about what customers really need. He explains why transformation fails when businesses chase trends rather than fixing fundamentals, how to align sales teams around new channels, and why customer experience becomes a growth driver only when teams are brought into the process early.
Franck’s reflections show how momentum builds through co‑creation, early wins and practical change management, offering a grounded view on what sustainable transformation looks like in practice.
Germán Sarmiento’s path from a lab in Bogotá to leading digital sales channels in a 60‑year‑old global manufacturer shapes the way he thinks about transformation. He approaches change with the mindset of an entrepreneur: curious, practical and unafraid to start small to prove what’s possible.
In this episode, he shares how Endress+Hauser built an autonomous digital team designed to challenge established structures and accelerate B2B ecommerce transformation. Germán explains why early experiments rarely show immediate commercial value, how momentum develops once organisations focus on customer needs, and why cultural resistance is often the biggest barrier to progress.
He discusses the shift from content to commerce, the complexity of redesigning B2B experiences in a traditional sales‑led environment, and what it really takes to align KPIs, sponsorship and expectations. His reflections offer a grounded view of why transformation stalls, how to keep it moving, and how disruption can grow from inside even the most established organisations.
David Shell’s career has taken him from Wharton to Microsoft, Oracle and the classroom at Northwestern University, but a constant thread has been his focus on how technology reshapes marketing.
In this episode, he shares a clear and honest view of where B2B marketing is heading, why many teams feel unprepared, and what leaders must rethink as customer expectations shift.
Drawing on years spent leading global programmes, David explains how marketing has moved from channel‑driven tactics to outcome‑driven experiences, and why customer‑centric thinking still matters more than any tool. He discusses the changing nature of search, the growing pressure to fix long‑standing data issues, and the mindset needed for teams to adapt with confidence rather than hesitation.
What emerges is a grounded and practical view of B2B marketing transformation, one shaped by real‑world experience, organisational reality and a belief that the future belongs to teams willing to learn, experiment and evolve.
Jonathan Newman has spent his career inside some of the world’s most complex B2B organisations, leading ecommerce, operations and transformation across global teams. His perspective is shaped by real experience of what happens when organisational structure, incentives and legacy processes collide with the customer journey — and what it takes to change them.
In this episode, Jonathan reflects on the moment he realised that a transformation mandate isn’t always what it appears, and why understanding a company’s history is essential before deciding how to modernise it. He explores how internal KPIs and entrenched behaviours create friction for customers, and why walking the full B2B customer journey reveals more than dashboards ever can.
Jonathan explains how genuine transformation depends on cross‑functional alignment, shared ownership and the willingness to redesign journeys around real customer needs. His insights offer a clear view of why B2B transformation often stalls, what leaders can do to overcome resistance, and how small improvements build trust and momentum.
