In this episode, we’re joined by Jason Hein, Global Director, Product Content and Search at B2B eCommerce Association, to discuss the challenges of product data, merchandising and marketplace strategy in B2B eCommerce. With decades of experience at McMaster-Carr, Amazon Business and Bloomreach, Jason shares why bad product content holds companies back and how to fix it without getting overwhelmed.


Key Takeaways:

(05:02) Companies wait for a “miracle” fix instead of addressing product data issues.
(13:55) Product content must be correct, complete, consistent and clear.
(15:18) Contextualization tailors content to customer needs and industries.
(18:59) Distributors must define standards for product data with suppliers.
(21:30) Prioritize high-traffic categories for faster data improvement results.
(24:36) Marketplaces struggle with balancing selection and product discovery tools.
(27:06) Investments in product discovery often lag behind selection growth.
(31:30) Analytics help focus resources on high-impact product categories.
(33:32) The B2B eCommerce Association trains companies on product content.
(39:56) The TV series “Ted Lasso” offers lessons in change management for B2B leaders.


Resources Mentioned:

Jason Hein -
https://www.linkedin.com/in/jasonhein/

B2B eCommerce Association | LinkedIn -
https://www.linkedin.com/company/b2b-ecommerce-association/

B2B eCommerce Association | Website -
https://b2bea.org

McMaster-Carr Catalog -
https://www.mcmaster.com/

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