On-Demand | Master B2B Fireside Chat Series

The Customer Experience Imperative in B2B Distribution

Master B2B Fireside Chat

The competitive bar for B2B distribution has been permanently raised — by digital native competitors, marketplace expectations, and a new generation of buyers who expect self-service at every touchpoint. KIBO’s Ty Sweet and B2B Squared’s Sam Aldinger join Master B2B co-founder Brian Beck to unpack what that means for distributors and what to do about it.

Watch the On-Demand Episode

The Customer Experience Imperative in B2B Distribution

Are your digital experiences keeping pace with what today’s B2B buyers actually expect — or are you losing ground to competitors who are?

In this fireside chat from Master B2B, Brian Beck sits down with Ty Sweet (KIBO) and Sam Aldinger (B2B Squared, formerly Fastenal) to get practical about what it takes to build a customer experience that earns trust, reduces friction, and scales with modern buyer expectations.

We’ll cover:

Why the customer experience imperative extends far beyond your website — and what cross-channel failures actually cost distributors in freight, margin, and lost trust
How the shift to millennial B2B buyers is reshaping purchase behavior, self-service expectations, and the evolving role of the sales rep
The data foundations distributors need to build — unifying product data, inventory visibility, and accurate delivery promises across every channel
Where AI fits today — from semantic search and content generation at scale to supplier data normalization — and where it still needs human governance
A practical framework for prioritizing your CX investments without ripping and replacing your entire tech stack

Watch today to hear hard-won perspective from practitioners who’ve built and scaled digital experiences in complex, high-SKU distribution environments.

Speakers

Brian Beck

Co-founder, Master B2B | Host, Master B2B Fireside Chat Series

Brian Beck is the co-founder of Master B2B, one of the leading thought leadership communities for B2B ecommerce professionals. A longtime practitioner and strategist in the B2B digital commerce space, Brian brings a practitioner-first perspective to every conversation — pushing past buzzwords to focus on what distributors and manufacturers actually need to do to compete in an increasingly digital world. He hosts the Master B2B Fireside Chat Series, bringing together industry experts to tackle the challenges B2B organizations face as they modernize their digital operations.

Ty Sweet

Chief Voice Officer & Sr. Technical Marketing Engineer, KIBO

Ty Sweet is a Senior Technical Marketing Engineer at KIBO — and the self-proclaimed Chief Voice Officer (a title he’s hoping to leverage into something someday). With five years at KIBO and a career spanning multiple roles across the ecommerce and order management space, Ty brings a deep, cross-functional understanding of how B2B and B2C organizations can use technology to deliver better digital experiences. At KIBO, he works closely with distributors, manufacturers, and retailers to help them navigate platform modernization, data architecture, and the practical realities of serving buyers across complex, multi-channel environments. KIBO is a full-stack ecommerce and order management platform built for the demands of modern B2B and B2C commerce.

Sam Aldinger

Partner Consultant, B2B Squared | Former Director, Fastenal

Sam Aldinger spent more than twenty years at Fastenal — one of the largest industrial distributors in the world — cutting his teeth on the operations side before moving into procurement, supply chain, and ultimately data management. A self-described fastener nerd, Sam brings a practitioner’s depth to the complex, unglamorous realities of getting product data right at scale across millions of SKUs. He left Fastenal in 2024 and now partners with Jay Schneider at B2B Squared, where he helps distribution and manufacturing companies define their digital roadmap, evaluate their tech stack, and build the data foundations that make everything else possible.