How Distributors Can Become More Important to Manufacturers 

Available on-demand

Traditional and emerging competitors make it more difficult than ever for distributors to hold on to their role as manufacturers’ primary partners in going to market. Marketplaces, large retailers and even options for selling direct to end-users become more tempting to manufacturers when distributors offer poor digital capabilities or are weak at marketing.

In this episode of Wholesale Change, representatives from two major manufacturers – ABB and Signify – shared how distributors can become more important to them. Instead of taking defensive action to hold onto existing market share, we discussed how distributors can go on offense and take share from other channels. 

Watch on-demand for a unique opportunity to hear directly from major manufacturers on how you can become more important in the channel.


Watch now, on-demand >

Our Guests

Luca Zanella

Luca Zanella, ABB

Ignacio Bruyel

Ignacio Bruyel, Signify

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About our guests:

Luca Zanella

Luca Zanella

Global eCommerce Distribution Channel Lead, ABB

Luca Zanella is the Global eCommerce Distribution Channel Lead for ABB, collaborating with global distributor networks and markets. Leading the Distributor Online Acceleration Program, Luca assumes a pivotal role in guiding distributors through their digital sales transformation journey, leveraging his profound expertise and entrepreneurial approach. 

Since joining ABB in 2008, Luca has held various roles within the company, progressively assuming greater responsibilities in proposal engineering, project sales and marketing across varied industries and global territories. During his time as the Business Development Manager for ABB Italy, Luca spearheaded transformative projects focused on business transformation, innovation and digital strategy. 

Luca holds a bachelor’s degree in Electronics Engineering from Politecnico di Milano. 

Ignacio Bruyel

Global B2B Marketing Partnerships Lead, Signify

Ignacio Bruyel is Signify’s Global B2B Marketing Partnerships Lead, working closely with international distributors and supporting Signify local organizations. As part of Signify’s Global Brand & Marketing team, Ignacio leads the Signify Digital Marketing Partner Program. This program includes marketing services for professional distributors to increase Signify product awareness and sales. These marketing services include product data syndication using ETIM classification, ecommerce analytics, buy online buttons, and marketing campaign guidelines and toolkits.  

Throughout his career, Ignacio has progressively assumed greater international responsibilities in digital marketing strategy and integrated activation, always with a customer-centric and pragmatic approach.  

Before Signify, Ignacio worked in marketing teams across different countries and holds a marketing master’s from ESIC Business School (Madrid, Spain).

About our hosts:

Ian Heller

Ian G. Heller

Founder & Senior Partner, Distribution Strategy Group

Ian Heller is Founder & Senior Partner at Distribution Strategy Group, and has more than 30 years of experience executing marketing and e-business strategy in the wholesale distribution industry. He has written and spoken extensively on the impact of digital disruption on distributors.