Shelley Hammann

A well-designed self-service portal can transform the buyer relationship, boost repeat orders, improve margins, and reduce strain on sales and service teams. This panel session will share insights on how to build portals that not only meet customer expectations but actively drive business growth.

• Analyze examples of portals that have successfully increased revenue, order frequency, and customer retention.
• Integrate personalization, AI-driven recommendations, and account-specific pricing to boost engagement.
• Streamline workflows to reduce buyer friction and speed up ordering cycles. 

Today’s B2B buyers demand personalized, relevant content at every stage of their journey, often moving swiftly from research to purchase across multiple channels and touchpoints. This panel assembles leading practitioners who will share data-driven frameworks and real-world tactics to decode buyer behavior, close content gaps, and deliver the right message at critical decision points—ultimately turning content strategy into a strategic growth lever for B2B organizations

• Analyze buyer behavior to uncover decision triggers, content gaps, and friction points
• Create targeted content strategies that guide buyers through complex purchase journeys
• Align sales, marketing, and product messaging to speak directly to customer pain points
• Streamline content workflows by focusing on quality, personalization, and timing