The Manufacturing Marketer · 2026-06-11 · 48 min
When Fullerton Tool started down the e-commerce path, they weren't trying to build a custom platform. They were trying to solve customer problems. In this episode, Beth Bauer and Tim Roenicke share how a website that initially focused on inventory visibility and product search gradually evolved into a business-critical tool for quoting, ordering, customer service and distributor support. One of the most interesting parts of the conversation is how often customer behavior shaped the direction of development. Search functionality led to quoting. Quoting led to new workflows. Distributor feedback led to new features. Internal teams began using the same tools customers were using. Over time, the platform became less about e-commerce and more about removing friction from the buying process.
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