Make better decisions with
better data.

Track seven operational metrics: digital penetration rate (online orders as a percentage of total revenue), customer activation (the share of accounts that have placed a digital order), reorder frequency, self-service ratio (unassisted versus rep-assisted orders), time-to-first-order for new accounts, average order value by segment, and rep-level digital penetration. These are the numbers that tell you whether your platform investment is paying back — not traffic, bounce rate, or the vanity metrics borrowed from B2C dashboards. The one most teams miss is adoption: if reps are working around the system and customers are still phoning orders in, conversion optimization is premature. We build executive dashboards that integrate ERP and CRM data alongside Shopify, so B2B and B2C performance read separately. The framework comes from operating experience: at Lumen (part of Sonepar), KPI frameworks built from scratch underpinned four consecutive years of double-digit online growth.

GEO is the practice of structuring your product data, content, and technical infrastructure so AI engines — ChatGPT, Gemini, Perplexity, Google AI Overviews — cite your products and brand in their generated answers. It overlaps with SEO but optimizes different signals: schema markup and JSON-LD, entity consistency across the web, extractable and answerable content chunks, and llms.txt files, measured in AI citations and AI referral traffic rather than rankings. The timelines differ too — SEO compounds over three to six months, while GEO citations can appear within two to four weeks of publishing structured content. For B2B manufacturers and distributors this is becoming existential: buyers increasingly ask an AI assistant what to source, and the answer is assembled from whichever supplier’s data is machine-readable. We track SEO and GEO side by side, monthly, and offer a free GEO audit that baselines your current AI visibility.

We baseline your visibility across ChatGPT, Gemini, Perplexity, and Google AI Overviews for the queries your buyers actually ask, then audit the infrastructure behind it: structured data and schema coverage, content extractability, entity consistency, and crawler access for AI bots. For product catalogs, we assess compatibility with Google’s Universal Commerce Protocol (UCP) and Shopify’s Agentic Storefronts — the standards that determine whether AI purchasing agents can discover, evaluate, and buy your products. Each gap gets scored by revenue impact and implementation effort, so the output is a prioritized, costed roadmap rather than a slide deck of observations. Typical findings for B2B manufacturers: incomplete product attributes, missing schema, and content written for brochures rather than machines. Because we also implement Akeneo PIM and Shopify Plus, the same team that scores the gaps can close them — assessment and execution on one roadmap. Start with our free GEO audit.

Adoption is the percentage of your accounts and your own team actually using the digital platform — and it is the KPI that determines whether a B2B eCommerce investment pays back. It has two sides. Internal adoption means sales reps, CSRs, and branch staff run orders and account management through the system instead of around it; if they don’t, your data is incomplete and the channel underperforms. Customer adoption means buyers self-serve — reorders, inventory checks, invoices — instead of phoning them in; that is where the real margin lives. Most projects are measured on traffic, conversion, and AOV, which explains why so many technically successful platforms fail commercially. At Lumen (part of Sonepar), tracking and driving adoption — customer training, sales-team alignment, mobile ordering — sustained four consecutive years of double-digit online growth. We build dashboards that track digital penetration by rep, activation rates, and self-service versus assisted orders.

Start by making retention automatic instead of aspirational. We build Klaviyo flows triggered by real purchasing behavior, not marketing calendars: reorder reminders timed to each customer’s actual buying cycle, activation sequences for new accounts that have not placed a second order, win-back campaigns for dormant buyers, and post-purchase flows that drive product adoption and cross-sell. Then we connect the sales side: HubSpot synced with Shopify gives reps a unified view of order history, lifecycle stage, and churn risk — so when an account’s reorder frequency drops, your team knows before the customer has quietly moved to a competitor. Finally, we remove friction from the buy-again loop: quick order forms, saved carts, one-click reorder from order history. The best retention strategy is a platform easier than calling a rep. In B2B, acquiring a customer costs 5–25× more than retaining one; we measure churn rate, reorder frequency, and reactivation by segment.

Five flows do most of the work. First, reorder reminders timed to each customer’s actual buying cycle — a restaurant reordering monthly and a school buying seasonally should never get the same generic 30-day blast. Second, activation sequences for new accounts that have not placed a second order, because the second order — not the first — is what predicts lifetime value. Third, win-back campaigns for dormant buyers, triggered by a drop against their own historical frequency. Fourth, post-purchase flows that drive product adoption and cross-sell into adjacent categories. Fifth, rep-handoff alerts when an account’s behavior changes, so a human follows up while there is still a relationship to save. We build these in Klaviyo, segmented by customer type, order history, and lifecycle stage, with HubSpot CRM data synced from Shopify so marketing automation and sales outreach work from one picture — measured against reorder frequency and churn, not open rates.