As an industrial or B2B manufacturer, sharing product data with various stakeholders, databases, and commerce channels comes with its own set of challenges and opportunities. Between the significant rise in new channels and the shift in buyer expectations—83% of B2B buyers now expect a seamless and consistent experience across all touchpoints—it’s essential to keep up with the latest strategies for product content syndication to meet sales targets and grow.
But before examining the new opportunities, it’s important to first understand the challenges holding manufacturers back.
The shortcomings of legacy systems
Most industrial and B2B manufacturers still rely on legacy systems whose outdated tech is incapable of handling the complex demands and high volumes required by today’s commerce. The result? Product information management (PIM) specialists and IT teams are often faced with data siloes, as they lack the right integrations to streamline their data flows. Legacy systems also prevent companies from adopting more advanced technologies, as they aren’t as compatible with modern software and hardware.
While implementing tools to maintain a central data hub, like a PIM, can help reduce costs and increase efficiency, this approach alone is limiting in how much control manufacturers have over their data when managing it across the distributor and wholesaler economy.
So, what options do today’s industrial manufacturers have when it comes to improving their product content syndication?
Best practices for product data syndication in industrial and B2B manufacturing
1. Meeting global classification standards
Global classifications and standards, such as ETIM and ECLASS, ensure your products are categorized consistently across channels while accurately displayed across geographies. The faster you can share error-free product information, the healthier your relationship tends to be with your stakeholders, resulting in a higher conversion rate which drives revenue and profits.
Additionally, it makes it easier for buyers to understand and compare products across various sales channels and make an informed decision. Using these standards not only improves data quality but also reduces administrative costs and provides a competitive edge.
2. Streamlining access to industrial databases
Industrial databases serve as platforms where manufacturers can publish their product information in specified formats, ensuring their product data reaches a large network of business partners. Having direct access to these databases ensures that professionals across various manufacturing setups alongside distributors can access and utilize your product data effectively. A seamless integration can improve the efficiency of your data flows and overall product content journeys.
3. Embracing D2C and ecommerce channels
The rise of direct-to-consumer and ecommerce channels has opened newer and more promising routes to global markets in the manufacturing domain. With B2B customers increasingly demanding a personalized and B2C-like experience, different platforms, such as Amazon Business and ManoMano, now demand new types of product data compared to traditional data exports.
For manufacturers, this implies that data exports must go beyond accuracy and completeness. They need to include descriptive product information, customized high-quality images, and engaging, personalized content to attract consumers and drive sales.
4. Navigating external touchpoints and working with resellers
Despite best efforts in distributing flawless product data to multiple stakeholders and databases, discrepancies happen and customers might come across inconsistencies on various touchpoints.
When multiple sellers and resellers list your products online, they might miss out on some key aspects related to its data accuracy, thereby compromising quality and the end-user experience. To address this, you can use tools like Google Manufacturer Center and Amazon's data management services to gain back full control over your product data.
Google Manufacturer Center allows manufacturers to provide authoritative versions of their product data, which overwrite information from other sources across Google services. Similarly, Amazon's tools enable manufacturers to control their product data, enhancing visibility and ensuring consistency.
Delivering perfect product content with Productsup
With a presence in over 50 countries, Productsup has proven itself as the leading content syndication solution for industrial and B2B manufacturers. We enable you to efficiently collect, optimize, and distribute product data, ensuring your products are consistently presented in the best possible way, no matter the sales channel or location.
To help you further navigate the process of syndicating product data to various stakeholders, databases, and channels, we compiled all of the above best practices and more in our latest guide for PIM executives, Product content syndication in industrial manufacturing.
Download our guide today to streamline your product content journey and lead in the B2B commerce landscape.