Turning Your Search Bar Into a Revenue-Driving Salesperson

Search is often one of the most overlooked elements of B2B eCommerce, yet it plays a critical role in whether customers find products, stay engaged, or abandon the buying process altogether.

In this webinar, John Murcott, EVP of Products and Strategy at HawkSearch, explores how modern B2B search is evolving and why relevance has become a key driver of digital revenue and customer experience.

The session will examine how traditional keyword and SKU-based search falls short for today’s buyers and how emerging AI-powered capabilities, such as concept-based search, visual search, and generative AI responses, are transforming product discovery across complex catalogs.

Attendees will also gain insight into where search is headed, including conversational and agentic experiences that allow buyers to interact more naturally with product data and move more efficiently from search to purchase.

Designed for manufacturers and distributors alike, this discussion will help leaders rethink search not as a basic website function, but as a strategic opportunity to improve relevance, support changing buyer behavior, and turn the search bar into a true revenue-driving tool.

Key Takeaways:

• Why search directly impacts revenue and buyer experience
• How AI-powered search improves relevance and product discovery
• What’s next for search and how it accelerates the path to purchase