On the EnterWorks blog, we recently discussed the difference between end-to-end Product Information Management (PIM) systems and Syndication tools. The article points out that there are solutions that position e-commerce Syndication tools similarly to PIM. Yet, despite their commonalities, there are game-changing differences between the two. One such difference is in the expanded capabilities of an enterprise PIM solution. In this series, we’ll look at one of the many sides of PIM: A Sales & Marketing Portal.
Targeting Sales Growth with Product Information
While in a store, customers expect store associates to help them with quality information. In fact, according to Forrester’s 2016 Landscape Report: The State of The Digital Store, the top action that customers expect from mobile-equipped sales associates is looking up product information.
Whether answering consumer questions in the store or creating marketing materials for new prospects, your sales associates need quick access to product details, quotes, and comparisons. This level of service is necessary to win sales and compete in today’s omnichannel environment.
Four Ways a Sales & Marketing Portal Impacts Your Business
When you’re talking about communicating with customers, you need something that goes beyond a simple product portal. Here are four ways a PIM-powered Sales & Marketing Portal impacts your business.
#1: Strengthens Brand: Through an online product catalog, your customer service and sales associates have instant access to an array of product details, exported directly from the company’s central PIM repository. Associates can browse the site from a computer or tablet, use the intuitive search feature, or drill down via specific categories to assist customers. All content and images are compliant, up-to-date, and consistent across channels to preserve and strengthen your brand.
#2: Targeted, Localized Messaging and Pricing: Branches, franchisees and local sales managers can customize marketing materials and pricing for specific regions, as well as unique prospects and audiences. This can be accomplished through an integrated Publishing feature, offered on the EnterWorks Enable™ Sales & Marketing Portal, for example. Through easy-to-use Web tools, even non-designers can print marketing materials anytime, anywhere, using pre-approved templates.
#3: Agile Response to Sales Opportunities: A PIM-powered product catalog allows sales associates to respond immediately to requests for information. In-Portal sales guidelines can help associates market the products’ best features or share images and videos from the Image library. Furthermore, Publishing capabilities empower sales representatives to shorten the sales cycle with professional collateral targeted to their prospects’ specific interests.
#4: Customer Satisfaction and Trust: Finally, these elements work together to create a brand image that communicates consistency, accuracy, and relevancy. The PIM solution’s Automated Workflow feature helps speed production time and reduce errors in product information. Positive, reliable experiences with your company will ultimately result in repeat customers, brand loyalty, and trust.
The Many Sides of Product Information Management (PIM)
When it comes to an advanced Product Information Management (PIM) solution like EnterWorks Enable™ PIM/MDM, the famous line “Anything you can do, I can do better” resonates. Organizations—including eBusinesses—should evaluate true enterprise-grade data management platforms that offer the benefits of Syndication but also include the advanced features their enterprises require to compete with content and data quality.
What issues would a Sales & Marketing Portal solve for your business? Comment below or reach out to chat with me or one of our content management experts.