Webinar Recap | Now Available On Demand
B2B digital transformation is never simple. For manufacturers like Simpson Strong-Tie, getting it right means more than launching new technology. It takes internal alignment, strong leadership, and a deep understanding of how your customers actually want to do business.
This recap highlights how Simpson Strong-Tie modernized its digital experience starting with a focused MVP and building toward a platform that now powers over $100 million in online sales. Hear from Jared Abelson, Head of E-Business and Digital Innovator at Simpson Strong-Tie, and Evan Klein, CEO of Zaelab, as they share what worked, what didn’t, and how to turn digital investments into lasting business value.
The session was hosted by the B2B eCommerce Association, with Jason Hein guiding the conversation and asking the questions every technology leader needs to hear. If you missed it live, now’s your chance to catch up and get the insights that matter.
Watch the full webinar on demand
Start With Understanding Your Business
When it comes to digital transformation, there’s often a temptation to lead with technology. Jared Abelson’s journey shows why that’s a mistake. Before joining Simpson Strong-Tie, Jared worked on the distributor side giving him firsthand knowledge of both the challenges and opportunities that B2B buyers face. Over his 13 years at Simpson, he rotated through roles in marketing, IT, and sales, developing a unique understanding of the business from the inside out.
That knowledge shaped his digital strategy. Rather than chasing flashy features, Jared focused on identifying real bottlenecks like overwhelmed inside sales teams and solving them with precision.
"It’s really important to learn the business so that you're not just bolting on technology for the sake of it.”
— Jared Abelson, Head of E-Business and Digital Innovator at Simpson Strong-Tie
🎥 Watch the clip: Mastering Business—Industry Knowledge & Problem-Solving
Solve Real Problems First
The initial MVP at Simpson Strong-Tie served a specific business problem and that was the beauty of it. Jared’s team launched with a narrow focus: helping customers access real-time pricing and availability without having to call inside sales. It was a small shift that made a big impact.
By reducing the volume of repetitive inquiries, the team eased pressure on their inside sales staff, delayed costly headcount increases, and built immediate credibility for digital as a problem-solving tool. This early win gave them the data and buy-in needed to move forward, one step at a time.
Listen Beyond the Feedback
It’s important to stay close to your customers, but not just through surveys or support tickets. In B2B, customers don’t always know how to ask for what they truly need. That’s why Simpson Strong-Tie paid close attention to customer behavior, not just their words.
🎥 Watch the clip: Customer Needs: Innovate Beyond What They Articulate
The best digital experiences often come from solving problems customers haven’t named yet. By starting with small, targeted features like online product pricing and availability (OPPA), Simpson Strong-Tie was able to address immediate pain points, gather real usage data, and build confidence internally. That momentum made it easier to expand into more advanced capabilities like ordering and order history.
🎥 Watch the clip: Customer Advisory Boards: Building Loyalty & Engagement
Take One Step at a Time to Enterprise eCommerce
Simpson didn’t try to launch a fully functional commerce platform overnight. Their first release didn’t even support online ordering. Instead, it answered the most common question from customers: “What’s my price and is it in stock?” That minimal solution known as OPPA (online product pricing and availability), immediately reduced pressure on inside sales and was adopted faster than expected.
From there, Simpson Strong-Tie added capabilities in logical, measurable steps. With each release, they monitored feedback, usage data, and adoption rates, constantly refining their roadmap. Within a year of enabling online ordering, the company processed over $100M in digital sales.
🎥 Watch the clip: Organic Business Growth: Digital Tools for Success
Make the Business Case for Digital
Early in the journey, Jared admits he focused too much on features and functionality. That changed as adoption increased and results became measurable.
"I was excited about the tech, but I didn’t always know how to frame it for the business.”
— Jared Abelson, Head of E-Business and Digital Innovator at Simpson Strong-Tie
By tracking cost avoidance and showing how digital tools enhanced, not replaced, offline relationships, his team gained internal support. Simpson’s finance team began collaborating on ROI models, and executive leadership embraced digital as a strategic advantage.
🎥 Watch the clip: Cannibalization Conversation: Healthy Skepticism Drives Growth
Mirror & Strengthen Your Offline Experience with eCommerce
One of the standout moments in the conversation came when Jared described Simpson’s philosophy: customers should be able to do business however they choose whether that’s over the phone or through a commerce portal. But the experience should always be consistent.
By embedding sales and customer service voices into product development, Jared ensured that Simpson’s digital tools reflected real-world workflows. From pricing logic to rep-assisted orders, the platform was built to support how customers already work avoiding any kinds of disruptions.
🎥 Watch the clip: Seamless Sales: Matching Online & Offline Customer Experience
Design for the Next Generation of B2B Buyers
Today’s buyers aren’t waiting on callbacks or fax confirmations. They expect speed, transparency, and digital convenience. Simpson Strong-Tie recognized this shift early and used it to guide their roadmap.
As Jared shared, 75% of B2B buyers are now Millennials or Gen Z. These customers prefer self-service and expect seamless digital experiences that mirror what they’re used to as consumers. Meeting those expectations isn’t just a nice-to-have anymore. It’s now essential for long-term relevance.
🎥 Watch the clip: Customer Experience: Millennial & Gen Z Expectations in 2024
Treat Digital Transformation As a Program, Not a Project
Transformation doesn’t have a finish line. Companies that treat digital commerce as a one-time project often miss the opportunity for long-term value. Jared echoed this, noting that success came from treating each release as part of a broader journey and letting internal stakeholders come along at their own pace.
🎥 Watch the clip: Customer Engagement: The Secret to Project Success
What’s Next? Drive Continuous Innovation
Simpson’s team is still building. From channel readiness and launch-day coordination to evolving product lifecycle processes, digital has become embedded in how the company operates. New product launches now consider digital assets, authorized reseller workflows, and experience consistency from day one.
But perhaps the biggest takeaway from this webinar is the cultural shift that underpins it all. Digital success comes from internal alignment. Jared’s team built momentum by listening, proving value, and inviting others into the process.
🎥 Watch the clip: B2B Digital Transformation: Unlock Hidden Value in Analog Processes
Watch the Full Conversation On Demand
This webinar is now available to watch in full. Whether you’re planning your first MVP or scaling an enterprise platform, the lessons from Simpson Strong-Tie are grounded, applicable, and proven to drive results.
