4 Key Takeaways from B2B Online Atlanta 2025
- Article
- 5 MIN READ
- Nov 27, 2025
-
Apply DigitalStaff
Summary
This year's conference speakers explored the challenging environment businesses face, and discussed how they can position themselves to win.
If there was one underlying theme driving the discourse at B2B Online Atlanta 2025, it was the pressure B2B executives are currently under.
Pressure to embrace digital transformation, to do more with less, to improve margins while becoming more efficient. Pressure to stay ahead of the competition. And of course, the biggest contemporary pressure of all: figuring out how to integrate AI in a way that drives real value.
The current moment is demanding for businesses, but the speakers at B2B Online were optimistic about the ability of companies to rise to the challenge. One speaker in particular, Matt Maddox, VP of Digital Commerce for a major scientific services provider, gave compelling advice to help attendees navigate the pressures and headwinds heading into 2026.
Responding to AI in the context of existing modernization strategies
Matt's presentation started with an anecdote that resonated strongly with the audience. His organization, which operates in a compliance-heavy industry, was 18 months into a transformative digital commerce strategy when AI suddenly took the world by storm.
In an instant, the team went from having a clear roadmap for the future to a position of uncertainty and confusion. But with the help of Apply Digital, Matt was able to meet the moment and adapt his digital strategy to incorporate AI in a value-focused way.
Matt's situation is emblematic of the pressure and hype driving the current rate of change, making his organization's journey all the more compelling. Here are four key themes from his presentation.
1. Clean data is key to creating relevant experiences for humans and agents
The imminent arrival of automated B2B purchasing agents means companies need to provide experiences optimized for both human and agentic buyers. To make this happen, organizations need to have stores of clean, readily available data to power AI-ready systems. Without well-structured data, companies will struggle to respond to the technical demands of the automated purchasing future.
2. It's essential to maintain an experimental mindset
Having cool technology or content simply isn't enough to stay competitive. Teams need to maintain an experimental mindset within the agile process, leveraging the right people and processes to continuously test and validate customer intent at scale. This approach lets teams double down on what works, drop what doesn't, and tweak where necessary.
3. Use composable technology that can evolve over time
Digital transformation is sometimes characterized as a wholesale move away from legacy monolith systems like SAP and Oracle, but the reality is that the monoliths aren't going anywhere. Companies need to use composable tech to work with and around their legacy systems, allowing them to innovate and deliver fresh digital experiences without breaking the bank. The beauty of composable tech is that new features and modules can be added or removed efficiently, enabling seamless transformation over time.
4. Set stakeholder expectations early and often
From an organizational perspective, understanding the expectations of all stakeholders is essential to remaining agile in an era of rapid change. Keep in mind that a Chief Financial Officer will be thinking about budget and ROI, whereas a CEO will likely be focused on pursuing a bold vision. By building internal alliances across teams and keeping momentum going with regular updates, a culture of continuous innovation can be nurtured.
Staying ahead in 2026
Businesses will continue to face surprises and challenges in the year ahead. But by staying focused on what can be controlled — which tech to use, where to integrate AI, how to manage change, and when to experiment — companies can position themselves to thrive in uncertain times. A good way to get started is by taking an AI readiness assessment to determine how prepared your organization is to roll out AI in a way that drives value.
As Matt's experience shows, working with a true partner like Apply Digital ensures that the expert guidance needed to make the right choices is always close at hand. If you'd like to know more about how our global team can help you succeed in 2026, contact us today.
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