B2B Online

May 08 - 10, 2017

Chicago Renaissance Downtown

Contact Us: 888-482-6012

 Jeannine Bartlett
Jeannine Bartlett Chief Digital Strategist Earley Information Science
Envisioning, strategy, design and delivery of integrated digital information architecture for OmniChannel Commerce

Working with Global 2000 Manufacturers, Distributors, Consumer Brands and Retailers at the intersection of:
personalization across shopper journeys and touchpoints
CX strategy for search, navigation & ways to shop
digital asset management (DAM), web & enterprise content management (W/ECM)
product information management (PIM) & publishing workflow
customer engagement & analytics strategies for social & mobile commerce



Day Two: Engagement & Customer Experience Optimization

2:50 PM Case Study: The Customer-Centric Content Clearinghouse – Rethinking Attributes to Drive Differentiated Brand Value

In today’s disruptive digital commerce landscape, manufacturers and distributors alike must do better to showcase brand value through end customer and trading partner experiences. To avoid a “race to the bottom” competing solely on price, differentiation relies on aligning your product data with compelling marketing assets and content that emphasizes your expertise. Mastering, publishing and scaling this capability across all your sales channels and trading partners is the challenge. To pull it off gracefully, you’ll need to extend your attribute framework beyond the eCatalog, driving content in context to tell the customer-centric story.
 
This session will explore how 3M Company, one of the world’s largest industrial manufacturers, has approached the creation of a Content Clearinghouse to support customer-centric product and content alignment for direct sales, brand sites, distributors and trading partners. Jeannine Bartlett, Earley Information Science’s Chief Digital Strategist, and Russ Vander Wiel, 3M Digital Marketing Operations, will discuss how 3M is leveraging key customer-facing attributes to present localized product assortments, content and expertise for their iconic brands.