Elisabeth Clark | B2B Chicago

B2B Chicago 2025

April 28 - 30, 2025

Chicago Marriott Downtown

Elisabeth Clark

Senior Manager Web Strategy and Experience Lippert

Day 1: Bridging Digital Innovation & Preparing For The Next Generation Of Buyers

2:10 PM Workshop 9: Starting with the Customer: Building Strategic B2B Roadmaps That Deliver Results

In the world of B2B ecommerce, where complex workflows and fast-paced operations dominate, one principle often gets overlooked: starting with the customer experience. Too often, B2B projects begin with technology—focused on system integrations and backend efficiencies—leaving the end-user experience as an afterthought. But as Steve Jobs famously said, the key is to start with the customer and work backward to the technology. 

This interactive session will explore why prioritizing the customer experience is even more critical in B2B than in B2C, where customer-first design naturally takes center stage. We’ll discuss how to reimagine B2B user journeys, challenge traditional tech-first approaches, and build strategic roadmaps that harmonize user needs with technological integration. Participants will have the opportunity to share their experiences, exchange advice, and discuss challenges they face when working on everything from small development projects to large-scale program roadmaps. Through collaborative dialogue, we’ll uncover shared insights and actionable strategies that apply across diverse industries and business models. 

Discover how to optimize the end-to-end experience—from product discovery to order processing—while ensuring your roadmap delivers both operational efficiency and meaningful customer value. 


Hosted by Vaimo 

Check out the incredible speaker line-up to see who will be joining Elisabeth.

Download The Latest Agenda