Marketing teams run a million miles a minute, but one central focus fuels those that win — impenetrable teamwork and a customer-centric approach that focuses on curating the shopping experiences that make sense to them. This unwavering dedication to understanding and meeting the ever-changing needs of their customers sets the stage for groundbreaking strategies and unparalleled business success.

Today, Elena sits down with Mark Frenette, the B2B Digital Commerce Manager at Hershey, to discuss B2B digital transformation, the B2C comparisons that plague B2B, and the power of creative consistency and digital strategy. Mark shares his vast marketing wisdom and underscores the need to push beyond limits to achieve true success.

Discussed in this episode:

• Why B2B companies often lag behind B2C companies in digital transformation despite the need to meet customer expectations
• “Consistency,” “patience,” and “thinking creatively” as the core values to B2B (and B2C) digital transformation and overcoming internal resistance we feel as humans
• The importance of aligning technology with your strategy and goals as an organization