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Heller, Co-Founder of Distribution Strategy Group, Discusses Strategy, AI, and Marketing Insights for Distributors
Austin, Texas—Ian Heller, known for guiding distribution leaders to growth and improved outcomes, joined host Karthik Chidambaram on the Driven by DCKAP podcast. In a compelling strategy session, they explored how distributors can achieve business growth and operational excellence by formulating a long-term strategy that sets them apart from the competition.
Heller’s insights focused on leveraging a company’s unique strengths to create a distinctive market position and the critical role of innovation and technology adoption in staying competitive.
- Embrace Artificial Intelligence (AI): Successful uses of artificial intelligence (AI) include recommender engines that suggest relevant products to buyers; inventory forecasts for improved inventory purchasing and management, and optimized delivery routing for efficient logistics.
- Follow the “Golden Rule of Marketing”: The more frequently distributors put relevant offers in front of targeted customers, the higher the likelihood of those customers making purchases. This strategy works for both acquiring new customers and retaining existing buyers.
- Rethink ROI Measurement for E-Commerce: Heller advocates a deeper analysis into how website engagement correlates with overall purchasing. His team discovered a 99 percent correlation, indicating that increased website engagement results in increased purchases, even if these purchases aren’t made directly online.
Heller advises, “Call 50 to 100 customers every month who didn’t order directly through your website and ask if they used the website during the purchase. If they say yes, attribute that percentage as a basis to estimate the website’s influence on all your firm’s orders. This approach will give you a proportionate value of your website’s impact on overall sales, resulting in a more accurate ROI metric for your e-commerce efforts.” - Nail the basics. Carry the right inventory, have a great sales force, obsess about customer experience, and provide great services. “There are no magic strategies that relieve you of the responsibility of doing the basics well. It’s easy to take your eye off the ball because you’re distracted by something else. “Do the basics and do this other stuff,” not “Do the basics or this other stuff,” explains Heller.
More Information
- For more details, visit the Driven Podcast portal or tune in on YouTube or Spotify.
- Subscribe to the Driven Podcast.
- For information about ERP integration, product information management, and more, check out the DCKAP Distributor Blog.
- Additional resources: ERP System Integration | ERP – E-commerce Integration Guide.
About the Driven by DCKAP Podcast
The Driven by DCKAP Podcast is an audio and video show that explores leaders’ stories, digital journeys, and insights on trends in B2B and distribution. The podcast is hosted by Karthik Chidambaram, Founder and CEO of DCKAP, who grew the company from two employees to a global team with more than 200 employees. DCKAP was recently awarded “Best Support,” “Momentum Leader” and “Easiest to Do Business With” by G2.com, the world’s largest and most trusted tech software marketplace.
About DCKAP
DCKAP is a digital solutions leader that helps distributors simplify digital commerce. Its cutting-edge solutions simplify e-commerce, software integrations, and product information management, ensuring B2B businesses stay ahead in an increasingly digital world. Its flagship product is DCKAP Integrator, which distributors and manufacturers use to automate data between ERP, e-commerce and CRM systems. Founded in 2005, DCKAP is a global and distributed team headquartered in Austin, TX. Visit DCKAP at dckap.com or follow us on LinkedIn.
About the Distribution Strategy Group
Distribution Strategy Group provides strategic guidance, analytics, research, and consulting services for the distribution industry. Leading in thought leadership, the firm brings together technology and distribution leaders through webinars, discussion panels, and events such as Applied AI for Distributors. Its analytics tools provide insights into end market demand, employee engagement, and net promoter scores, all aimed at enhancing operational efficiency and business outcomes. The firm’s resources, including research-backed whitepapers, blogs, and live events, are designed to equip distributors with the knowledge to navigate and succeed in a rapidly shifting market. Learn more at https://distributionstrategy.com.
