Join us for an insightful Master B2B Fireside Chat on navigating the complex world of B2B e-commerce decision-making in 2026.

Host Brian Beck leads a discussion with industry veterans Brian Gillespie (VP of Product at HCL Software), Adrienne Hartman (EVP of Marketing at JJ Keller), and Nathan Schatz (Head of IT Product Management at SHI).

In this fireside chat, we explore:

– Balancing backend system complexity with customer experience
– When to fail fast vs. when to take time with major decisions
– The impact of AI on marketing and e-commerce strategy
– Meeting the expectations of Gen Z buyers while serving traditional customers
– The shift from monolithic to composable commerce architectures
– Why data doesn’t always tell the whole story
– Getting organizational buy-in without endless business cases