Elena dives deep into the world of B2B digital transformation with Mark Frenette, the B2B Digital Commerce Manager at Hershey. They explore the unique challenges B2B sectors face, particularly how they trail B2C in digital adoption and the critical need for businesses to adapt to meet customer expectations. Mark emphasizes the virtues of consistency, patience, and creative thinking, as fundamental to navigating this digital change and overcoming the inherent human resistance to new processes.