Product information

Why Your B2B Strategy Needs Product Information Management


NEW! Listen to the article

A good marketing strategy can help B2B companies grow their digital sales, but the sad truth is that B2B marketing still needs to plan effectively to realize its potential.

Only 13% of B2B companies spend more than 15% of their budget on marketing. Considering the immense benefit of consistent marketing on brand awareness and customer attraction, this makes no sense.


To understand why B2B marketing isn’t reaching its full potential, let’s discuss the common barriers it faces in today’s digital landscape.

The Marketing Challenges Plaguing B2B Companies

We can identify four specific challenges facing B2B companies today:

  1. Involvement in longer and crucial sales cycles
  2. Disconnect between sales and marketing
  3. Overreliance on traditional marketing tactics (events, in-person, trade shows)
  4. Slow to switch to simplified and targeted content marketing tactics

Let’s see how these challenges affect B2B marketing.

Longer sales cycles

B2B buyers are a very critical asset compared to retail consumers. First, businesses take more logistical steps to make a purchasing decision than a consumer does for consumer products. Second, more decision-makers are involved.

Therefore, the B2B process requires more in-depth and high-quality interactions to convey product value and address all concerns. Plus, the eventual sale will be big, with custom pricing to boot.

B2B organizations pride themselves on valuing long-term customer relationships, but sales cycles are often slow. Many businesses tend to focus on nurturing customers and neglect finding new ones.

Sales-marketing disconnect

Many B2B companies have many Marketing Qualified Leads (MQLs), but the number decreases as they convert to Sales Qualified Leads. According to a study by Salesforce, only 13% of MQLs are eligible to match the company’s target buyer. Obviously, sales and marketing teams need to align on marketing campaigns.

Use of traditional sensitization

Because they are used to conventional B2B marketing, many companies find the transition to e-commerce difficult. COVID-19 has pushed many B2B companies towards digital marketing, but many still rely on in-person events, trade shows and exhibitions.

Lack of streamlined content marketing

In addition to relying on offline marketing, many marketers lack the tools to publish consistent content across digital channels.

Organizing a company’s B2B digital presence into a well-oiled machine can be a daunting hurdle to overcome. If done manually, the process can take years. However, if marketers overlook e-commerce opportunities, they make the costly mistake of targeting a narrow set of potential prospects.

How PIM helps set the tone for B2B digital marketing

So how do you combat these B2B marketing challenges?

All digital marketing starts with a website. B2B companies should focus on a high-quality online presence through their site. This is where you precisely tailor your brand and product content to achieve the desired effect.

One way to oversee product content across all stores, marketplaces, and retail channels is to centralize through a product information management system, or PIM. With PIM, you improve B2B marketing performance by organizing critical product data and marketing assets.

The PIM acts as both a data repository and a content management tool. Here are six ways PIM software helps you fine-tune your B2B marketing strategy.

1. Improve SEO

Organic traffic is the first step to increasing marketing-qualified leads. However, this requires highly targeted specific keywords scattered throughout your B2B site.

With a PIM, you can comprehensively integrate keywords into product content. Creating product copy directly on the PIM and integrating keywords from the start helps you get started.

Visual content is also an abundant opportunity for SEO. Directly optimize the metadata and tags of your digital assets to drive more traffic.

2. Automate essential marketing tasks

B2B companies can automate a plethora of marketing-critical missions on PIM. You can, for example, automate the validation of your product information to ensure that all subsequent content is accurate.

The PIM automatically facilitates data updates in a B2B company’s ERP system. In fact, all product information, including digital assets, follows automated version control rules to stay the most up-to-date in the backend database.

3. Import and export with multi-channel capability

Multichannel is a big investment for B2B companies, especially those with very specific, narrow, and multiple buyer personas. PIM helps organizations focus on the personality of each channel with distinct and personalized product copy and content. It is easier to attach variations in product dimensions depending on the channel. It works through API capability, which helps speed up the time to market for large catalogs.

It’s important to prepare product pages for different channels to get products in front of as many potential leads as soon as possible. At the same time, PIM helps maintain a unified marketing message across multiple channels for preserved brand image.

4. Bulk edit data and rate content

Many companies struggle to keep track of product item counts. Naturally, this makes product data management for marketing a complicated procedure. PIM reduces time and costs by organizing all SKUs in one place and allowing organizations to change product attributes in bulk.

The content ranking feature also triple checks required and recommended content for completeness. Whenever you post content about a product, rest assured that dimensions, specs, and other important information are ready to go.

5. Leverage critical digital assets for B2B

Managing and publishing only the most appealing product photography is crucial for companies to effectively showcase all product details. In-use photography, in particular, has a huge influence on buyer interest.

Using a wide variety of assets increases engagement overall, which improves SEO. A PIM that includes digital asset management centralizes all your images, videos, spec sheets, and other assets in one place, ensuring they’re all up-to-date.

Additionally, a PIM automatically resizes images based on channel specifications. Product pages come with the most accurate and high-quality photos, and marketing teams are also better able to coordinate campaigns with consistent use of product imagery.

6. Have a brand portal for sales and marketing teams

An in-platform portal open to all enterprise users puts your marketing and sales team on the same page. While each team has their own software and workflow (the PIM also integrates with a CRM), both have access to constantly updated product attributes, copies, and product launch details. day. A PIM reduces data silos between departments for better team synchronization.

It’s time to support your B2B marketing with PIM

Using marketing techniques without a stable product data and content management process can work. However, you cannot guarantee an efficient and error-free process. It’s like building a building without a solid architectural foundation.

PIM adoption leads to cleaner, channel-ready data for B2B retail partnerships. This allows you to eliminate the time-consuming process of preparing information and materials for marketing; instead, it is completed seamlessly. With PIM, B2B organizations can avoid the headache of manually organizing content and risking delays, dramatically improving the digital experience.

More resources on product information management

Why Marketers Should Build Consumer Trust with Product Data

Innovation at the Intersection of Art, Technology and Product Strategy: Loni Stark, Vice President of Adobe, on Marketing Smarts [Podcast]

The Challenges Product Experience Management (PXM) Can Solve