On September 25th, Zaelab hosted the Thought Leadership Collective: Women in B2B in Chicago. The event brought an afternoon of openness, candor, and connection among some of the most accomplished women in B2B commerce and technology.
From the very first introductions, it was clear this gathering was going to be different. The atmosphere was relaxed yet focused, and conversations started flowing before the program even began.
"A powerful space for women leading change - full of insight, connection, and inspiration."
- Rachna Chandrashekar - Director, CPQ
Our women-only format proved to be an inspired decision. It set the tone for openness, making space where every voice could be heard and every perspective considered. Conversations moved well beyond surface-level challenges, with attendees sharing experiences, exchanging ideas, and offering insights to guide the next steps in their digital transformation journeys.
Panel Discussions: Voices from Across the Industry
The heartbeat of the afternoon was two engaging panel discussions that explored the realities of modernizing B2B commerce.
Panel One: Scaling Digital Transformation Across the Enterprise
Executives from Lonza, Shopify, Metric Marine, Lulu and Georgia, and Sound Productions set the tone with a candid conversation about what it takes to move from isolated digital wins to full-scale transformation. They spoke about channel conflict, scaling globally while maintaining local relevance, and the importance of education and adoption as the true drivers of success.
“Start at the beginning and start at the end—A to B is progress, but always know what Z looks like.”
- one of the event panelists
It was a powerful call to keep the bigger picture in focus while executing day-to-day initiatives.
Panel Two: Meeting the Millennial Buyer
The second panel turned the spotlight to the customer, specifically the new generation of millennial and Gen Z buyers who are reshaping expectations. Leaders from Boston Scientific, Fairbank Equipment, Midland Industries, ServiceNow, and Coveo discussed what it means to deliver transparency, speed, and mobile-first experiences in complex B2B environments.
The conversation was equal parts practical and visionary. AI-powered personalization, global buyer journeys, and relentless customer-centricity were recurring themes. One takeaway resonated strongly: digital transformation isn’t a temporary initiative—it’s a permanent discipline that must be nurtured and sustained.
Between the sessions, attendees exchanged ideas in an atmosphere that was as celebratory as it was strategic.
“With the caliber of women in the room, it could have felt intimidating,but instead it was warm, candid, and inspiring.”
- Stephanie King, Vice President, Marketing
Key Highlights from the Event
Beyond the panel sessions, several themes consistently rose to the surface in conversations throughout the day:
- Digital transformation as cultural change — not just a technology initiative.
- The critical role of change management and education in driving long-term success.
- Digital as an ongoing practice area — a permanent discipline rather than a one-off project.
Change management and client empowerment stood out most strongly. As one attendee put it:
“In B2B, where complexity runs high, organizations that focus on people, training, and adoption see better long-term results than those who only invest in platforms.”
One moment that resonated with many came from Meeta Kratz, VP/GM Americas Business Unit at Lonza, who shared pragmatic advice during the first panel:
“Know your numbers, check your assumptions at the door, and truly step into the customer’s shoes.”
A Call to Lead with Purpose
The afternoon concluded with motivational speaker Tara Renze, whose message—“be who you came to be”—brought the day full circle. Her keynote underscored the value of leading with authenticity and purpose, reminding everyone in the room that transformation begins with the individual.
An Evening to Remember
As the afternoon gave way to evening, a smaller group of guests transitioned to a private dinner at Michelin-starred Alinea. The experience was as unforgettable as it was imaginative, with multi-sensory courses and surprising moments that delighted at every turn.
Over shared tables, the conversations deepened, weaving together professional insights and personal stories. It was the perfect close to a day defined by connection.
Looking Ahead
The Thought Leadership Collective highlighted what happens when space is created for candid conversation and collective wisdom. It was a day that celebrated leadership, collaboration, and the shared ambition to keep pushing B2B forward.
Zaelab is committed to creating more of these spaces—where leaders can come together to exchange ideas, strengthen relationships, and modernize how they sell, serve, and operate.
We’re incredibly grateful to our sponsors at Shopify and Coveo for their partnership, and to every leader who joined us for making the event such a success.
Planning for what’s next is already underway. To get updates on future events like Women in B2B, join our VIP Community and visit our Events page.
