Evan Klein

Want to fail? Treat B2B like B2C. Want to win? Understand what B2B buyers actually need—and want.  

If you’re still running a 2010 B2B playbook, you’re setting your business up for failure. B2B buyers don’t want shopping experiences; they need solutions. They’re navigating complex decisions, managing multiple stakeholders, and prioritizing fitment, availability, and technical specs—not impulse purchases or feature-packed product galleries.  

If you’re a technology or business leader in B2B, this is the session you won’t want to miss. Zaelab CEO Evan Klein will break down what truly drives success in B2B commerce, from guided selling and immersive product visualization to frictionless integration. Evan will call out bogus myths about B2B borrowing from B2C—like static pricing models, search-first strategies, and one-size-fits-all checkout flows—and explain why they don’t work for B2B buyers.  

Learn how to deliver a winning B2B experience like Zaelab client Simpson Strong-Tie, a leader in the building materials industry. Discover how aligning your strategy to meet the real needs of B2B buyers can and will transform your B2B business.