3 Hot Topics for Marketers in Manufacturing - Enterprise Search, Product Information Management, and...

transcript

3 Hot Trends for Marketers in Manufacturing:Enterprise Search, Product Information Management,

and PersonalizationA Presentation by BlueBolt, inRiver, and Episerver

Introductions: Chris from BlueBolt

Chris RisnerChief Strategy Officer

Role: Chris will be moderator for the webinar.

Bio: Chris is the Chief Strategy Officer at BlueBolt. His role is to guide BlueBolt’s marketing, assist with sales, as well as advise with finance, business strategy, and strategic partnerships.

Introductions: Jason from BlueBolt

Jason LichonChief Solutions Officer

Topic: Jason will lead the discussion and address common issues with search in the B2B space.

Bio: Jason Lichon is the Chief Solutions Officer for BlueBolt. He engages new clients to understand their needs and goals, helping to identify a technical solution and putting together a plan to get it done. He has spent a lot of time thinking about site search and will share his insights as part of this webinar.

Introductions: Carol from inRiver

Carol MorielloPartner Manager North America

Topic: Carol Moriello will discuss Product Information Management.

Bio: Carol has worked in the IT business for more than 10 years with the last 2 years focused on Product Information Management (PIM) at inRiver Inc. She works closely with many top eCommerce organizations and Digital agencies to understand the challenges that exist in today’s multi-channel world where customer experience is key. She has a Bachelor of Arts in Business Administration, International Business, and Finance from Augustana College.

Introductions: Justin from Episerver

Justin AnovickHead of Product Strategy

Topic: Justin Anovick will wrap up the discussion with information on personalization.

Bio: Justin Anovick is Head of Product Strategy at Episerver where he focuses on enhancing the combination of commerce and cms in the cloud.

Enterprise Search Discussion – Jason at BlueBolt

Product Information Management – Carol at inRiver

Personalization – Justin at Episerver Question & Answers How (and When) to Learn More

3 Hot Topics for Marketers in Manufacturing: Agenda

Why these topics go together: Revenue Generation Enterprise search – help users find product PIM – Manage product data Personalization – customize presentation for

each user to build relationships and increase conversions/revenue

3 Hot Topics for Marketers in Manufacturing: Agenda

Enterprise SearchJason Lichon, BlueBolt

Poll #1

43% of site visitors go directly to the search box when visiting a site

Marketing Sherpa

Site Search: Why This is Important

Users don’t want to figure out your menu

Trained by Amazon and Google …What are they coming to expect?

Site Search: What Users Are Coming to Expect

Google for “weather” and you get:

Site Search: What Users Are Coming to Expect

Ask a technical question and get step by step instructions:

80% of site visitors abandon sites if search functionality is poor

Jupiter Media Matrix

Everyone knows that search is important,But still many fail. WHY?

Site Search: Still Many Fail

Site Search: Why Many Sites Have Poor SearchA good search requires custom

implementation. One size doesn’t fit all.

Different kinds of content require different approaches.

Search is hard if you don’t have expertise. You need a partner.

Site Search: Particular Challenges for Manufacturers

2 distinct kinds of content: • Products• Everything else – datasheets, HTML content,

brochures, etc.

PRODUCT SEARCH

Effective product search often requires parametric filters. Good source data is critical – a PIM helps

Mouser example …

CONTENT SEARCH

Effective non-prod content requires linguistic filters.Effective personalization helps with this.

Site Search: Where to Go From Here

Recognize that there are no “off the shelf” solutions that can be plugged into your website and be effective.

There are several search engines that can serve as the basis for a solution.

All options worth considering will require “custom fitting.”

Product Information ManagementCarol Moriello, inRiver

Poll #2

66% of consumer visits to a manufacturer’s website involve learning about or purchasing products, versus only 10% come to get support or services.

Forrester

PIM: Why This is Important

MUST TELL

SEARCH

EVALUATE

How to reach the empowered buyer

- SEO- Site navigation- On site search- Based on product

content

- Categories/specs- USP’s and Rich media- Ratings / reviews- Up-sell/Cross-sell- Based on product

content

- Check-out- Payment- Order confirmation- Delivery notification- Review reminder

THE QUALITIES OF GREAT INFORMATION FOR A GREAT

CUSTOMER EXPERIENCE

Valuable

Findable

Correct

ConsistentRelevant

Desirable

Field ValueItem DT620Item name Timer-Plug IN Price DT620In stock 32Warehouse / Bin Location

Pieces / Box 6Size Class 4Mfg. Item.no. DT620

DT Series

What’s the problem?

Content Spaghetti

| 302023-05-03Copyright inRIver.

How bad can this get?

Mobile

Resellers/Distributors

Promotions

E-commerce

Marketplaces

Categorymanageme

SUPPLIERS

Product marketing

Photographer

ENRICH

SUPPLY

PLAN & RELEASE

PUBLISHBRING ORDER TO THE CHAOS

PXM - A three-in-one concept

Tabular Data(SIZE, COLOR, MATERIAL)

Digital Assets(IMAGES, VIDEOS, PDF’S)

Planning(PRODUCT INTRO, PROMO’S)

Great Customer Experience

Increased Revenue

Operational Efficiency

TYPICAL GOALS

CONCLUSION

By building a solid foundation, you can easily reuse the content you create to build

a personalized experience for every shopper.

Creating a personalized customer experience for every shopper requires an ever increasing amount of product

content.

PersonalizationJustin Anovick, Episerver

Poll #3

Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g. offers, ads, promotions) appear that have nothing to do with their interests.

Janrain & Harris Interactive

Personalization: Why This is Important

Ignore Website Personalization at your own Peril

In-house marketers who are personalizing their web experiences and who are able to quantify the improvement see, on average, a 19% uplift in sales.

Monetate/eConsultancy

Personalization: Why This is Important

But, doing it right can have a huge upside

Vision | Digital Experience Optimization

Measure and interpret impact of experiences

Explore journeys and tune for goals

Suggest actions for experience improvement

Deliver the next best experience

Strategy

Authoring

Campaign Management

Navigation

TestingPersonalization

Product Relations

Marketer & Merchandiser Machine

Strategy

Authoring

Management

Language Intelligence

Machine

Automatic Landing Page

Marketer & Merchandiser

Assisted PersonalizationTesting

Personalization

Strategy

Authoring

Management

AutomaticLanding Pages

Behavioral Optimization

Language Intelligence

Marketer & Merchandiser Machine

Product & Content Recommendations

Automated Personalization

Service Assistance

Personalization

Automatic Landing Pages

Personalization