Leadership in a Male-Dominated Industry:
Women in B2B have carved out significant roles despite historically male-dominated structures, and their insights are reshaping how companies approach e-commerce.
Podcast with Samantha Schwartz
Women Leading in B2B eCommerce with Samantha Schwartz, Kristina Harrington, & Marta Dalton
August 19, 2025 · 1:00:46
Watch on YouTube
About This Episode
This inaugural women-focused episode brings together three influential leaders in the B2B e-commerce space: Samantha Schwartz from Midland Industries, Marta Dalton from H6 Digital, and Kristina Harrington, CEO of GenAlpha Technologies. The conversation explores their career trajectories, how they entered the B2B e-commerce industry, and their perspectives on a rapidly changing landscape. The hosts acknowledge that while B2B has been historically male-dominated, generational shifts and increasing numbers of women entering technical fields are reshaping the industry's composition and leadership structures.
The discussion covers the personal journeys each guest took to reach their current positions, the unique challenges and opportunities they've encountered, and what they're most excited about for the future of B2B e-commerce. The conversation underscores the importance of diverse perspectives in solving complex B2B problems and the value these leaders bring to their organizations and the broader industry.
The episode closes by reflecting on how the dynamics of business structures and leadership are fundamentally changing, with younger generations bringing new energy and digital-first expectations to industries that have traditionally operated through relationship-based sales and phone/fax ordering systems.
Key Themes
Generational Transformation:
Younger workers, including Gen Z, are entering the workforce with digital expectations and are driving fundamental changes in how B2B companies must operate.
Career Pathways and Authenticity:
Each guest shares unique career paths shaped by curiosity, opportunity, and willingness to engage with emerging technologies and business models.
Industry Momentum:
The B2B e-commerce space is at an inflection point where women's leadership and fresh perspectives are becoming essential to competitive advantage.
Notable Quotes
“It's a really interesting time to be a woman in B2B, especially if you're not in your first five or 10 years of your career. It's been male-dominated for a long time, but we're seeing more women entering the trades, more women going into college and getting advanced degrees, more women entering the workforce." — Host Sarah Falcon”
“I am Chris Harrington, the CEO of GenAlpha Technologies. We are a company based just outside of Milwaukee, Wisconsin. We are a SaaS provider of e-commerce for equipment and aftermarket parts organizations." — [[Kristina Harrington]]”
Guests
Samantha Schwartz — Midland Industries
Marta Dalton — H6 Digital
Kristina Harrington — GenAlpha
Topics
Leadership Women In Tech B2b Ecommerce Strategy Industry Trends
The B2B eCommerce Show
Real conversations with operators and leaders building digital commerce for B2B.