Day two of the TreviPay Crossroads Conference built on the momentum of day one, diving deeper into the evolving demands of B2B buyers, the pivotal role of experience design in fostering loyalty and the importance of networks in driving innovation. The sessions offered rich insights for attendees, focusing on how to align business strategies with the shifting landscape of B2B payments and buyer expectations.
Opening Session: What B2B Buyers Really Want
The morning kicked off with an insightful session that explored the evolving expectations of B2B buyers. Martha Salinas and Allen Bonde highlighted that today’s B2B buyers are seeking experiences that more closely resemble consumer interactions, with a strong emphasis on choice, convenience and control. Building on this, Salinas and Bonde highlighted findings from a recent survey, “B2B Buyers Expert a Better Payments Experience,” which underscored what is most important to B2B buyers:
· Choice: Buyers want flexibility in how they do business, especially in terms of payment methods. Just like consumers, B2B buyers expect to be able to use their preferred payment method with ease.
· Convenience: A frictionless, consistent experience is crucial. Buyers want seamless transactions across all channels, without any disruptions.
· Control: Unique to B2B, buyers need control over their transactions, including the ability to customize purchasing hierarchies and manage large-scale spending across different departments.
The study also found solving key pain points in the order-to-cash process—such as inefficient processes, incorrect invoicing and slow onboarding—results in increased average order values and higher purchase frequencies. These insights underscore the need for businesses to prioritize experience design and payment flexibility to foster stronger relationships and increase customer satisfaction.
Salinas explained how businesses that align their payment solutions with these evolving expectations can drive loyalty and create long-term success.
Featured Keynote: Using Experience Design to Drive Loyalty
Loie Maxwell, former Creative Executive at Amazon and CVS Health, captivated the audience with her insights on experience design and its profound impact on brand loyalty. As someone who has worked with iconic brands like Starbucks, Amazon and Target, Maxwell shared valuable lessons on creating customer experiences that go beyond transactions to build emotional connections.
She described herself as a “fearless optimist,” explaining how her career has been driven by the pursuit of innovative solutions to business challenges. Her focus on crafting seamless, thoughtful customer journeys has always been central to her approach, and she emphasized that it doesn’t take an enormous budget to create meaningful experiences. She noted, “It doesn’t cost too much to make your customers feel good,” highlighting how brands can strengthen relationships through personalization and human connection.
Drawing on her experience at Starbucks, Maxwell explained how the brand excelled in creating emotional connections with customers, such as when baristas write customers’ names on coffee cups, fostering a sense of personalization—even when it’s not always spelled correctly. She shared that Starbucks’ success came from its focus on “capitalism through the lens of humanity,” ensuring every customer interaction was personalized and meaningful.
Maxwell also reflected on her time at Amazon, where she worked on disruptive innovations like the Amazon Dash Cart and “Just Walk Out” technology. These innovations demonstrated the brand’s commitment to rethinking the customer experience, offering seamless and frictionless shopping journeys. She underscored the importance of “disrupting yourself before someone else does,” urging companies to remain adaptable and forward-thinking.
Industry Panel: The Power of the Network
The morning wrapped up with a dynamic industry panel discussion moderated by Brandon Spear and featuring experts from leading organizations: Rebecca Meeker from Mastercard, Justin Miller from Bain & Company, and Jay Venkateswaran from WNS. The panel, titled “The Power of the Network,” explored how network models are becoming increasingly essential in creating a more efficient and scalable B2B purchasing experience.
The panelists discussed the benefits of integrating technology, services and financing options into a network model. By leveraging these tools, businesses can offer a more seamless, consumer-like purchasing experience while still catering to the unique needs of B2B buyers. The conversation centered around how networks can create greater efficiencies, especially in payment processing, supplier relationships and financing.
Rebecca Meeker highlighted Mastercard’s success in leveraging network-driven models to offer scalable solutions that grow with their clients’ businesses. “Network models allow businesses to scale efficiently while meeting the complex demands of their B2B customers, offering transparency, security and innovation,” Meeker said. She emphasized how Mastercard’s ecosystem enables companies to track and manage transactions more effectively, ensuring smoother operations across industries.
Justin Miller added insights from Bain & Company, focusing on real-world examples of how network models have driven growth and efficiency. “Whether it’s a marketplace purchase or a subscription service, understanding the nuances of your customer’s journey and creating the right technological infrastructure is key to success in B2B,” Miller shared. He explained that by offering flexibility in purchasing models and adopting network strategies, businesses can stay agile and competitive.
Jay Venkateswaran rounded out the discussion by explaining how WNS uses data and analytics to help businesses optimize their networks and improve customer engagement. “At the core of a successful B2B network is the ability to harness data effectively, anticipate customer needs and provide solutions that minimize disruption,” Venkateswaran noted. His emphasis on data-driven customer service resonated with attendees, who recognized the importance of using technology to simplify complex transactions.
Industry-Focused Breakouts Day 2
Our experts gathered for a series of breakout session panels spotlighting the top tips in AI and RPA, selling to the education and government sectors, navigating regulatory and legislative impacts in the travel industry and best practices in marketplaces.
Continuing the global focus, the day wrapped up with a mainstage panel on global expansion. Bringing together voices from Canada, Europe and the United States the discussion centered around how future-proof global growth plans.
That’s a Wrap
Day two of the TreviPay Crossroads event delivered an abundance of actionable insights, with sessions focused on understanding the evolving expectations of B2B buyers, the importance of experience design in driving loyalty and the transformative power of networks. Attendees left with a clear sense of how to adapt their payment strategies and customer experiences to not only meet current demands but also stay ahead of future trends.
Now is the time to take action. As B2B buyers evolve, so must your business. Implement the strategies learned at TreviPay Crossroads to transform your payment solutions, elevate your customer experience and leverage the power of networks to drive innovation. Stay ahead of the competition—start future-proofing your operations.
