Michael Barber

Modern B2B buyers demand more than just relevant content—they expect fast, accessible, and seamless digital experiences. This session explores how SEO strategy must evolve to account for performance, UX, and accessibility to improve search rankings and conversion rates.

• Align SEO strategy with core web vitals, page speed, and mobile-first design

• Leverage technical SEO to improve crawlability and reduce index bloat across complex catalogs

• Create frictionless user journeys that satisfy both search intent and buyer expectations

Mastermind Roundtables are a wonderful way to continue to network and engage with your peers on a topic of your choosing. Each roundtable will have a specific theme for you to learn from.

The Mastermind Roundtables at B2B Online are designed to foster intimate conversations around common hurdles. Come prepared to engage in small groups of 10-15 of your peers to discuss ways to re-strategize and overcome common roadblocks to success. This is an hour-long session. After the first 45 minutes, we’ll go around and hear what each table discussed.

1. Product Discovery & How Customers Are Finding Your Products -- Hosted by Nicole Alboushi - Sr. Director of eCommerce, Imperial Supplies

2. Search, discovery, and the shift from search engines to AI assistants – Hosted by Lisa Kowalkowski - Director Onsite Search, W.W. Grainger, Inc

3. Change Management – What Works and What Doesn’t When It Comes To Dealing With Change – Hosted by Michael Barber, CMO, StarTech.com

4. Getting Started W/ AI -> What you’re Doing, And How You’re Scaling – Hosted by Anu Gupta, Group VP, Tessco Technologies

5. Channel vs Marketplace: Navigating B2B Growth, Pricing Conflicts, and Go to Market Strategy – Hosted by Firat Ozkan, Chief Sales & Marketing Officer, Mount-It!

6. Leveling Up: Advancing Your Career To Be Your Companies Next Leader

7. Data Foundations That Actually Power AI and Personalization

8. Omnichannel Reality Check: Connecting Online and Offline Experiences

9. Amazon Marketplace: What’s Your New Ideas With Selling On This Marketplace?

10. B2B payments modernization: Net terms, embedded finance, and integration hurdles