Rob Richardson

Guided buying promises to simplify complex B2B purchasing—but its real value comes from continuous optimization, not one-time implementation. This session explores how leading B2B organizations use guided buying experiences, data, and feedback loops to steadily improve buyer outcomes, increase conversion, and reduce friction over time.

• Understand what effective guided buying looks like in real-world B2B environments
• Identify where guided buying delivers the greatest impact across complex catalogs and use cases
• Design guided experiences that evolve based on buyer behavior and feedback
• Optimize buying flows through continuous testing, iteration, and performance measurement
• Align product, UX, sales, and eCommerce teams around shared improvement goals
• Measure success using KPIs tied to conversion, efficiency, and customer satisfaction