Why is a PIM solution also such a valuable ally for B2B?

The differences between B2B and B2C go beyond simply having different target buyer groups. Processes, customer behaviour, buying journeys, internal organisation and product catalogue management are all factors that must be analysed and tailored specifically to meet the particular expectations of B2B buyers.

Purchasing by B2B organisations takes place within a corporate context, and both the pre-purchase decision-making process and the final choice often involve more constraints than in a BtoC purchase. This therefore requires a greater level of detail and more technical data, which is further complicated by the involvement of multiple stakeholders in the supply chain (purchase of raw materials, processing, resale of the product, etc.).

In this specific environment, how can such rich and complex data be managed? How can we meet the specific needs of B2B sales representatives and the expectations of customers?

PIM as the benchmark for the B2B sales journey

The ultimate content management tool, the PIM (Product Information Manager) enables product data to be entered and enriched in a single location. But its role is not limited to that! By integrating the sales data available on the company’s products, PIM enables field teams to develop sales pitches that are standardised and consistent across all sales channels.

Furthermore, each product can be tracked by linking it to a supplier profile within the PIM. This makes it possible to enter relevant details (name, contact details, product/deal expiry date, etc.) to give sales teams direct access to the product’s history. A real advantage for sales pitches and the traceability of purchases.

Automatically generate a product portal from the PIM

Whilst B2B buyers are used to purchasing from catalogues, it is now essential to also be able to present them with an online product portal that is personalised and accessible at all times and on all devices (ATAWAD).

Enriched using data from the PIM and DAM, the product portal displays content and media covering all or part of the product catalogue (a range, a country, a new collection, etc.). It can serve as a presentation tool during client meetings, but also as a reference resource for anyone likely to present or sell the company’s products. As product information is downloadable, it can be easily transferred to the client.

The product portal is an undeniable asset in any sales strategy: user-friendly, elegant, customisable, designed for mobile use (viewable on tablets, smartphones and desktops) and even available as a white-label solution (with an interface in the company’s colours), it supports sales representatives and their clients on a daily basis and streamlines the relationship.

PIM for generating catalogues that are always up to date and on the fly

Yes, the printed catalogue remains a staple of B2B sales strategies. However, at a time when content and offers are constantly evolving, it has become impossible to envisage publishing a single catalogue for the whole year.

The PIM solution combines the advantages of print with the demands for immediacy of our times: by building the catalogue structure and the variables on which it is based within the PIM, it is possible to automatically generate personalised catalogues on the fly using the data entered into the PIM.

There are no longer any limits: with a single click, you can choose to generate your catalogue from the entire product range, a specific product line, a particular language or even a specific brand. You are then free to print a hard copy or distribute a PDF version via your online channels to your customers! The catalogue thus adapts in real time to the needs of your B2B sales strategy.

Conclusion

B2B, and in particular B2B e-commerce, has been a consistently growing driver of growth in recent years. Against a backdrop of digital transformation in businesses, B2B sales and purchasing processes must be adapted to meet new customer expectations, which are increasingly similar to those found in B2C. PIM plays a part in this evolution by providing sales teams with a single product database that facilitates the management of rich and complex information, enables the creation of coherent sales pitches, and offers seamless purchasing journeys both offline and online.

The strength of PIM lies in its adaptability to meet the needs of marketing, sales and product teams: it’s up to you to see everything PIM can do for you… and witness the change!