Webinar Preview | May 7, 2025 – 1:00 PM ET
Launching digital commerce in B2B is rarely a straight path. For traditional manufacturers, the process of modernizing online experiences involves more than just implementing technology—it requires cultural change, internal alignment, and a clear vision for how digital can support long-term growth.
On May 7, Zaelab is teaming up with Simpson Strong-Tie and B2BEA to host a live conversation on what it really takes to go from a grassroots MVP to a scalable, award-winning digital commerce program.
Join this session to hear firsthand how Simpson Strong-Tie navigated the complexities of transformation—from proving early value to gaining enterprise-wide buy-in. Whether you're building your first MVP or working to mature your existing platform, this webinar offers actionable insights to help guide your next step.
What the Session Will Cover
The discussion centers on Simpson Strong-Tie’s multi-year digital journey—what worked, what had to evolve, and the lessons learned along the way. Together with Zaelab, the team will walk through how they approached platform development, cross-functional collaboration, and change management across a large, established organization.
Topics include:
- Gaining internal support through small wins and early MVPs
- Structuring long-term investment in digital commerce
- Navigating resistance and rethinking traditional mindsets
- Creating scalable, personalized experiences for B2B buyers
- Preparing for AI and future-state capabilities
The conversation is designed to deliver real value—whether you’re in strategy, IT, marketing, or product. Expect a candid discussion, not a slide presentation.
Meet the Speakers
Jared Abelson, Head of E-Business and Digital Innovator at Simpson Strong-Tie
Jared leads digital strategy and platform development at Simpson Strong-Tie, one of the world’s most respected manufacturers in the construction space. Over the past several years, he’s helped guide the organization through a full digital commerce transformation—turning a basic MVP into a mature, enterprise-scale platform that serves contractors, distributors, and engineers.
He brings hands-on experience managing change inside a traditional business, working across teams to align digital goals with business outcomes. Jared will share how Simpson Strong-Tie prioritized progress over perfection, built trust in new capabilities, and delivered measurable results that shaped the future of digital inside the organization.
Evan Klein, CEO of Zaelab
Evan is the founder and CEO of Zaelab, where he helps global B2B enterprises modernize how they engage with customers through digital. A strong believer in the distinct nature of B2B commerce, Evan frequently emphasizes that "B2B is not B2C commerce." He champions a tailored approach that addresses the nuanced needs of enterprise buyers, encouraging manufacturers and distributors to develop strategies based on the realities of long sales cycles, multiple stakeholders, and operational complexity—instead of borrowing from consumer playbooks.
Evan’s vision centers around composable commerce, simplified systems, and building experiences that reflect the realities of modern B2B buying. His work is driven by the belief that agility and speed are essential to transformation—but only when paired with thoughtful execution and business alignment. In the Simpson Strong-Tie journey, Evan helped the team balance MVP speed with enterprise scalability, creating a platform that could evolve without unnecessary complexity.
His insights will resonate with anyone looking to bring structure and momentum to their digital roadmap while maintaining focus on long-term impact.
Jason Hein, Global Director of Product Content and Search at B2BEA
As moderator, Jason will bring sharp questions and practical framing to the conversation. He leads product content and search strategy at B2BEA and has deep expertise in how B2B companies scale product experiences across digital channels. Jason understands the challenges manufacturers face when adapting to modern commerce—and the importance of translating technical work into business outcomes. He’ll guide the discussion to make sure attendees leave with clear, tactical insights they can apply in their own roles.
Simpson Strong-Tie: From Proof of Concept to Platform of the Year
This transformation wasn’t built overnight. Simpson Strong-Tie took a strategic, phased approach—starting with small-scale MVPs to validate ideas and build momentum. From there, the company invested in long-term architecture, worked through legacy systems, and designed buyer journeys that reflect the real-world needs of their customers.
The results speak for themselves. Simpson Strong-Tie was named B2B Manufacturer of the Year, a recognition earned by rethinking their digital experience from the ground up. The platform now enables streamlined self-service, simplifies complex quoting processes, and supports contractors, engineers, and distributors with tailored experiences across channels.
Their success showcases how a thoughtful MVP can evolve into a fully integrated, enterprise-grade solution when supported by a clear roadmap, the right team, and strategic partners who understand how to balance speed with sustainability.
Why You Should Attend
This webinar goes beyond surface-level strategies. You’ll hear directly from the team that built, tested, and scaled one of the most respected commerce programs in B2B manufacturing. The insights shared will help you map out the next steps in your own journey.
If you’re looking for ways to unlock faster decision-making, improve buyer engagement, or prove the value of digital commerce internally, this session will deliver clear direction.
Whether you're in the early stages of exploring B2B digital commerce or already scaling your platform, there’s value in hearing how others have navigated similar terrain.
Register Today
🗓 Date: Wednesday, May 7, 2025
🕐 Time: 1:00 PM ET
📍 Reserve your spot
Join us for a session that strips away the theory and focuses on what actually works inside large, traditional organizations.
We hope to see you there.
