This year has already been a big one for B2B commerce. From hosting TeeCommerce at the U.S. Open to reconnecting with the industry at B2B Online in Chicago, Zaelab has spent the first half of 2025 listening closely to what technology leaders are facing. The message has been consistent: priorities are clear, but execution is harder than ever.
That’s exactly why we’re heading to B2B Connect, held June 23–25 at the Rancho Bernardo Inn in San Diego.
B2B Connect is designed for focused 1:1 conversations between enterprise buyers and solution providers. No booths, no crowds, just meetings with people ready to solve real problems. Zaelab will be there, and we’re showing up with the right people, the right mindset, and the right questions.
What We’re Hoping to Discuss
Zaelab doesn’t operate like a vendor. We don’t come in with a deck and a demo and walk away. We approach partnerships with long-term outcomes in mind, and it all starts with the conversations we’re planning to have in San Diego.
Are complexity and tech debt slowing you down?
We’ve worked with countless B2B organizations that hit the same wall: endless customizations, disconnected systems, and manual workarounds that weigh down every team. These issues slow progress, drain resources, delay innovation, and create frustration across departments.
We want to hear where your teams are feeling stuck and what kinds of complexity are holding back your digital progress. More importantly, we want to help you cut through it.
Are your digital investments delivering results?
For tech leaders, it’s not enough to launch new platforms or integrations. There’s pressure from the top to prove that digital transformation is creating real business value. And that’s not always easy when data is siloed, user adoption is low, or systems don’t scale as planned.
Let’s talk about how you’re measuring ROI, what kind of value your teams are seeing, and what still feels out of reach.
Do you have the capacity to execute your roadmap?
Having a vision is one thing. Delivering on it requires alignment, capacity, and trust in your partners. Many of the leaders we work with have no shortage of ambition. What they lack is time, internal bandwidth, or the right support.
What We’ve Heard from B2B Leaders This Year
Our conversations at TeeCommerce and B2B Online revealed a few recurring challenges that we expect to keep surfacing at B2B Connect.
1. Alignment remains the biggest internal hurdle
Everyone wants digital transformation, but not everyone agrees on what that means. Marketing, sales, product, and operations often have different visions. Without clear ownership and cross-team buy-in, even the best projects stall.
2. ERP limitations are more frustrating than ever
Manufacturers and distributors rely on ERPs to run the business, but those systems were never built to support modern commerce. Custom integrations, mismatched data, and rigid rules make it difficult to launch new experiences or enable self-service without a massive overhaul.
3. Everyone wants speed while maintaining flexibility
There’s a strong push for faster time-to-value, especially with platforms like Shopify making bold moves into B2B. At the same time, enterprise buyers want solutions that are configurable and built to last. Balancing speed with sustainability is a constant tension.
4. Guided selling and customer-specific experiences are top of mind
CPQ, pricing automation, and dynamic product experiences are becoming essential. Leaders want tools that empower their teams and simplify the buying journey. That’s why our conversations often center around building the right workflows and experiences that reflect real-life complexity without overwhelming the end user.
What Makes B2B Connect Different
B2B Connect isn’t your typical trade show. With 1:1 pre-scheduled meetings, the event creates a unique opportunity for meaningful conversations. No distractions. No crowds. Just time well spent.
"It’s rare to find an event that’s this focused. Every meeting has intent. People are showing up with specific goals, not just browsing. That creates an environment where real decisions and progress can happen.”
Isaiah Bollinger, SVP of Distribution at Zaelab
This format works. It’s how we’ve had some of our most productive conversations, with people who show up to think critically and collaborate.
Zaelab’s Approach to B2B Transformation
Zaelab partners with manufacturers and distributors to modernize how they sell, serve, and operate. We bring a consultancy approach to every engagement, combining strategic insight with technical delivery. Our clients choose us to untangle complex product configurations, streamline quoting, integrate critical systems, and enable long-term digital growth.
Through partnerships with platforms like Shopify and Logik.ai, we help B2B companies create experiences that are fast, scalable, and aligned with business goals. Whether that means implementing a composable commerce solution, enabling CPQ and guided selling, or connecting ERP data with frontend experiences, we focus on practical impact.
Visit zaelab.com/services to explore how we help.
Success Snapshot: Simpson Strong-Tie
Simpson Strong-Tie, a global leader in construction solutions, partnered with Zaelab to modernize its digital infrastructure. The objective was to replace a fragmented online experience with a modern, enterprise-grade B2B commerce platform.
Simpson Strong-Tie’s transformation has delivered measurable value across the business. Today, over 60% of sales are processed through digital channels, streamlining workflows and increasing efficiency. Business and marketing teams can now respond faster to customer needs, making updates and launching changes with greater agility.
The modernized platform also reduced total operating costs by simplifying platform management and eliminating outdated infrastructure. By adopting a composable architecture, Simpson gained the flexibility to adapt to evolving market demands while opening the door to new customer experience innovations.
This project was more than a technical upgrade. It was a strategic shift that empowered Simpson Strong-Tie to think bigger and move faster. Their efforts were recognized with the title of Enterprise B2B eCommerce Manufacturer of the Year, reinforcing their role as an industry innovator.
What We Hope to Learn at B2B Connect
We’re coming to B2B Connect to listen. These events are at their best when they reveal new patterns, unexpected pain points, or emerging needs across the B2B space.
We’re curious to hear:
- What blockers are still preventing teams from acting on their roadmap?
- Which tools are promising but falling short in execution?
- How are buyers justifying spend in today’s budget-conscious climate?
- Where are the gaps that still need to be filled in the B2B tech stack?
Our hope is that we leave this event with a fresh perspective about how the broader B2B ecosystem is evolving and what we can offer.
Let’s Connect in San Diego
If you’re attending B2B Connect and facing friction in your digital transformation, we’d love to talk.
We’re especially interested in conversations around:
- Guided selling and CPQ
- Headless commerce and modernization strategy
- ERP and backend system integration
- Data-driven experiences for complex buyers
- Internal enablement for cross-functional alignment
Schedule a 1:1 with the Zaelab team, and let’s use the time to dig into what matters most to your business right now.
We’ll be in San Diego with open ears, sleeves rolled up, and a shared goal: to help B2B technology leaders finally move from ambition to execution.
