Building a Global B2B Brand Online with Liz Jaikes from AccuStandard

Matt Harris from Varato interviews Liz Jaikes from AccuStandard, a B2B chemical reference standards manufacturer founded in 1986. AccuStandard, with 80 employees and a global distributor network in 130 countries, produces standards for various industries, including water testing for PFAs and explosive standards for airports. Liz discusses the company's transition from print catalogs to an online platform, emphasizing the importance of user experience and feedback. Despite challenges like supply chain disruptions and regulatory complexities, AccuStandard has seen a significant increase in web orders from 15% to over 50%. Future focus includes cybersecurity and improving the order workflow.Chapters00:00 Introduction to AccuStandard and Its Mission01:09 The Evolution of AccuStandard02:05 Understanding Chemical Standards and Their Applications04:04 The Importance of Quality Control in Chemical Standards06:06 Differentiating Organic and Inorganic Chemicals08:05 Transitioning to E-Commerce: The Digital Shift11:55 Navigating B2B Order Processes and Challenges15:15 The Ongoing Journey of Digital Transformation17:01 Balancing Automation and Human Touch19:13 The Role of AI in Business21:49 Customer Feedback and Website Improvements23:11 Navigating Disruptions During COVID-1927:19 Future Focus: Cybersecurity and Order Workflow29:50 Collaboration and Continuous Improvement