The Unlikely Traits of a Modern B2B eCommerce Brand with Kyler Nixon

In a world where customer acquisition is harder (and more expensive) than ever, the traditional playbook for B2B distributors is failing. That’s the core message from Kyler Nixon, a former CRO turned strategist and content creator, who joined The B2B eCommerce Show to talk about how smaller, nimble distributors can thrive in today’s digital-first economy.

And spoiler: it’s not about printing more catalogs.

The Real Growth Problem Isn’t Adoption, It’s Acquisition

Most distributors think their biggest digital challenge is getting customers to adopt eCommerce. But Kyler says that’s outdated.

The clients I work with already have 80%+ of their customers buying online. Their problem is acquiring new customers not getting existing ones to adopt.

That’s the shift. It’s not about onboarding customers to eComm. It’s about reaching new ones in a world where Google Ads cost more, catalogs land in the trash, and performance marketing ROI keeps falling.

The Company That Kills You Will Look Nothing Like You

Kyler shares a warning for legacy brands: the modern competitor won’t play by your rules.

They’re not using catalogs. They don’t care about SKUs you’ve carried for 30 years. They’re building brand, creating content, owning YouTube and they’re coming for your customers.

The new digital-native distributors don’t have the baggage and that makes them dangerous.

Why Catalogs and Google Ads Are Failing

Performance marketing used to work. Now it’s just expensive and noisy. And catalogs?

Sending a massive, blind-drop catalog three times a year without segmentation or strategy is wildly ineffective.

Instead of mailing thousands of physical pages and hoping for the best, Kyler urges distributors to invest in more personalized, timely, and value-driven outreach, like segmenting audiences, educating buyers, and solving real problems.

The Path Forward: Build Attention, Then Earn Trust

The modern distributor doesn’t just sell products they create value before the transaction.

That could mean:

• Launching a certification program for your industry
  
• Starting a podcast for your niche customers (not your products)
  
• Teaching your customers how to grow their own business
  

The content doesn’t need to be polished. It needs to be useful. Start by solving a real business problem your customer has not by promoting your catalog.

People Don’t Buy Products, They Buy Outcomes

Whether you sell gloves, grooming tools, or landscaping supplies, your buyers are trying to succeed in their own roles. The distributor that helps them do their job better will win every time.

That landscaper isn’t buying a shovel. They’re trying to run a more profitable business. Help them do that, and they’ll stick with you.

Storytelling, Not Selling

Kyler breaks down the StoryBrand framework, a powerful marketing approach that positions your customer as the hero, not your company.

Too many B2B brands talk about themselves. The best ones ask, ‘How can we be a guide that helps our customer win?’

Real Examples of Distributors Doing It Right

• Beacon Athletics created Groundskeeper U, a certification program that teaches customers how to maintain sports fields (using their products, of course).
  
• Farmer’s Friend built a YouTube channel that tells customer success stories, with videos racking up millions of views.
  
• Kyler’s former company launched a Learning Hub, featuring buyer’s guides, how-to’s, and safety training sheets, all free, all useful, all brand-building.
  

Final Takeaway: Start Now, Not Later

You can’t retain your way to growth. And doing nothing because content takes time? That’s just delaying the inevitable.

Start small:

• Cut 10% of your marketing budget from underperforming spend
  
• Launch a podcast, blog, or video series
  
• Train your sales team to build relationships, not just quote prices
  

Your future customers are looking for connection, insight, and value. Are you giving it to them?