Kyler Nixon, Co-Founder of Forward Studios, joins the show to unpack what most distributors and B2B eCommerce teams get wrong about email marketing and how to turn it into a growth channel. Drawing on first-hand lessons as a Chief Revenue Officer, Kyler breaks down how to capture more revenue, why most companies leave money on the table, and what practical steps move the needle in B2B email.
Episode highlights:
00:30 – Intro: Kyler’s path from agency owner to B2B eCommerce
03:00 – What distributors get wrong about email marketing (and how Kyler found the gap)
05:42 – Planning and forecasting in distribution: What signals Kyler actually tracked
09:45 – Why the “endless aisle” is a trap for most distributors
11:40 – First growth levers: growing the sales team, fixing SEO, improving UX
16:33 – The lost revenue of not capturing email
22:40 – Personalization in B2B email: beyond “Hi, Bob”
23:50 – Simple segmentation that works: inside vs. outside the buying window
25:52 – Kyler’s 3-part B2B email marketing framework explained
32:10 – What the B2B Commerce Association adds for practitioners
37:23 – Kyler’s podcast and TV recommendations
Resources Mentioned:
How I Built This (podcast by Guy Raz)
Wisdom from the Top (podcast by Guy Raz)
Survivor (reality TV show)
B2B Commerce Association
The 2025 B2B Buyer Perspectives Report
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