This document summarizes a presentation by BlueBolt, inRiver, and Episerver on 3 hot trends for marketers in manufacturing: enterprise search, product information management (PIM), and personalization. The presentation consisted of introductions from each company and a discussion of the topics led by Jason from BlueBolt on enterprise search, Carol from inRiver on PIM, and Justin from Episerver on personalization. The agenda focused on how these topics are related to generating revenue and improving the customer experience. Key takeaways are that users expect good search functionality, proper product data organization through PIM is important, and personalization increases revenue by catering content to user interests.
Uneak White's Personal Brand Exploration Presentation
3 Hot Topics for Marketers in Manufacturing - Enterprise Search, Product Information Management, and Personalization
1. 3 Hot Trends for Marketers in
Manufacturing:
Enterprise Search, Product
Information Management, and
Personalization
A Presentation by BlueBolt, inRiver, and Episerver
2. Introductions: Chris from BlueBolt
Chris Risner
Chief 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.
3. Introductions: Jason from BlueBolt
Jason Lichon
Chief 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.
4. Introductions: Carol from inRiver
Carol Moriello
Partner 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.
5. Introductions: Justin from Episerver
Justin Anovick
Head 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.
6. Enterprise Search Discussion – Jason at BlueBolt
Product Information Management – Carol at inRiver
Personalization – Justin at Episerver
Question & Answers
How (andWhen) to Learn More
3 Hot Topics for Marketers in Manufacturing: Agenda
7. Why these topics go together: RevenueGeneration
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
10. 43% of site visitors go directly to the
search box when visiting a site
Marketing Sherpa
Site Search: Why This is Important
11. Users don’t want to figure out your menu
Trained by Amazon and Google …
What are they coming to expect?
Site Search: Why This is Important
12. Site Search: What Users Are Coming to Expect
Google for
“weather” and you
get:
13. Site Search: What Users Are Coming to Expect
Ask a technical
question and
get step by step
instructions:
14. 80% of site visitors abandon sites if
search functionality is poor
Jupiter Media Matrix
Site Search: Why This is Important
15. Everyone knows that search is important,
But still many fail.WHY?
Site Search: Still Many Fail
16. Site Search: Why Many Sites Have Poor Search
A 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.
17. Site Search: Particular Challenges for Manufacturers
2 distinct kinds of content:
• Products
• Everything else – datasheets, HTML content, brochures,
etc.
18. Site Search: Particular Challenges for Manufacturers
PRODUCT SEARCH
Effective product search often requires parametric
Good source data is critical – a PIM helps
Mouser example …
20. Site Search: Particular Challenges for Manufacturers
CONTENT SEARCH
Effective non-prod content requires linguistic filters.
Effective personalization helps with this.
21. 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.”
24. 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
26. SEARCH
EVALUATE
BUY
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
27. THE QUALITIES OF GREAT INFORMATION
FOR A GREAT CUSTOMER EXPERIENCE
Valuable
Findable
Correct
ConsistentRelevant
Desirable
28. | 28
Field Value
Item DT620
Item name Timer-Plug IN
Price DT620
In stock 32
Warehouse / Bin
Location
12A
Pieces / Box 6
Size Class 4
Mfg. Item.no. DT620
DT Series
What’s the problem?
34. 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.
37. 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
IgnoreWebsite Personalization at your own Peril
38. 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
39. 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
48. Wrap Up – Key Takeaways
Enterprise Search – Users expect good search and will leave if they can’t
find what they are looking for. Great search can drive conversions & revenue.
PIM – Modern products are complex and making sure users can find the right
information takes work. Organizing the data/proper structure is critical.
Personalization – Using personalization to cater content to the user’s
interests improves the relationship, which increases revenue. Technology is
continuing to make personalization possible and easier to implement.
51. Personal Info Follow up
Jason Lichon at BlueBolt – jlichon@blueboltsolutions.com
Carol Moriello at inRiver – carol.Moriello@inriver.com
Justin Anovick at Episerver – Justin.Anovick@episerver.com
52. Learn More
We will send an email in the next 24-48 hours with links to
the webinar replay as well as the presentation itself
53. Learn More – Upcoming
Webinars
September 13, 2016 @ 1pm CT – Enterprise Search
September 20, 2016 @ 1pm CT – Product Info Management
September 27, 2016 @ 1pm CT – Personalization
Measure – Monitoring all of the interactions made my the customers
Journeys – Review common paths and the most popular content served around the experience
Suggestions – Content that’s performing well or a new segment you should start to target
Next Best – Start to delivery the next best content to convert that particular type of customer in the current context they’re in
This is the way digital marketing and CMS systems have worked for a long time. They have put a huge burden on the marketer, and offered very little in terms of machine intelligence or automation. The marketer has to manage everything from strategy, content inventory, authoring, creating web navigation, writing and sending emails, test everything, and then measure and follow up.
At Episerver, we have taken a different approach. We know that there are many things only a human can do, but there are also a number of things that our system can do much better and more efficient than any human. For instance, we can gather data from thousands or millions of visitor interactions, and automatically tune how we present content on a website. We can do personalisation without having to add rules manually. And, we can interpret the language of visitors searching for information, to give them exactly what they want.
We’ve had I think one of the market’s easiest systems for personalization. But when we talk with our own customers, we find that some people don’t use it even if they could benefit. So what we have come to realize is that you can’t just make a incrementally better personalization system, but we need to take a different – essentially algorithmic approach.
We will also talk about how we can bridge fully autonomous and automated solutions and the manual work marketers do best. Also, we’re adding a tool to give marketers better insights in forming their strategies.