Episode 36: Pricing & Coupons For B2B eCommerce blog post

Category: RECENT
June 28th 2021
6:05:08 pm

And we are back with another episode from Season 2 of . This week, hosts Isaiah Bollinger and Timothy Peterson have the honor of talking to our startup marketing expert .

Kathleen Booth has been in B2B for two decades now and has been in both the agency and SaaS world for many years. Recently she has been specializing in coupons and the problems with pricing, coupon cannibalization, and other issues around pricing at We discuss the complexity of pricing, coupons, and how to implement best practices with things like coupons for B2B eCommerce.

Our guest is the Vice President of Marketing at, a venture-backed tech company dedicated to putting an end to malicious code. Their digital engagement security platform safeguards user experience and helps digital business retain revenue by giving them ownership over the third party code running on their websites.

She has been named by TopRank as one of the 50 Top B2B Marketing Influencers in 2019, hosts The Inbound Success Podcast, and is an avid LinkedIn video creator on topics relating to marketing and entrepreneurship. Outside of work, she hosts The Inbound Success Podcast and is a Board-level advisor to several tech startups.

Episode 36 – Pricing & Coupons For B2B eCommerce

  • Coupon codes and pricing for an optimized checkout experience
  • Complex use cases like B2B
  • Best practices for leveraging coupons in your favor as a merchant and customer
  • How merchants can avoid coupon overload/stay profitable with coupon use
  • Regulation of online extensions and the coupon industry
  • Are coupon extensions actually anti-customer?

origin story

Podcasts are still a relatively new medium for content, but just because they are new doesn’t mean they lack power. In fact, it is quite the opposite. Podcasts have a unique ability to reach people on their time, whenever it is convenient for them – a way that previously did not majorly exist. Podcaster listeners can take the information wherever they go and absorb it as they see fit. And that’s exactly what we are looking to do here. We want to reach a new audience of B2B eCommerce enthusiasts.

This podcast is all about B2B eCommerce. B2B is a different breed of eCommerce and it needs a different breed of Podcast. We get into the nitty-gritty of integrations, adoption, platforms, data and so much more regarding what makes B2B difficult to make successful for eCommerce!

We noticed that a few B2C podcasts exist on  and , but nothing designed for the B2B eCommerce community. B2B and B2C eCommerce have a lot of overlap, but even more differences. Each has a different set of requirements and customer demands that impact project scope. Let’s call a spade a spade. B2B is harder, more complicated, and harder to market. But it is also a bigger piece of the pie. The eCommerce B2B roadmap to success is not as cut and dry as B2C and that’s why we have started this podcast.

B2C platforms like Magento and Shopify have large communities that support and have done the entre-level work of most projects. The same community does not exist for B2B, but we are starting to build it. The ecosystem may not be as mature, but as experts in the space, we hope this podcast will help some people wake up and reevaluate their online sales strategy.

The examines major trends around B2B eCommerce as well as answering all of the above questions.  Take a listen for yourself and let us know what you think!

We will be posting new episodes with special guests weekly. You can listen on our dedicated and download the podcast on all major channels: , , ,, , , , , , , , , , and .