How enriched product data helps manufacturers win more bids

To understand and trust your product, Business-to-Business (B2B) clients need enriched product data: Information that’s accessible, accurate, and relevant.  

How can you compile this data, distribute it to partners, and leverage it to create more B2B sales wins? With the right information, marketing tactics, and a reliable Product Information Management (PIM) system.

Here’s what you’ll learn in this article: 

• The competitive nature of B2B manufacturing bids
• What buyers are really looking for in supplier submissions
• Where incomplete or fragmented product data hurts your chances
• How enriched product data strengthens your position in the sales process
• The role of centralized PIM in streamlining bid-ready product content
• Strong product content isn’t just a marketing tool—it’s a sales asset

The competitive nature of B2B manufacturing bids

When you sell B2B, the competition can be steep. As exceptional as your products may be, landing contacts can be difficult due to:

Tight profit margins – Profit margins vary by industry but in general, retail distributors net 6.45% on their sales. This margin has to cover all their costs—from marketing to labor to distribution—so they’re constantly searching for lower bids to drive up their bottom line. 

Complex requirements – Whether it’s for storage, display, or accounting optimization, distributors have specific requirements for the stock they keep on hand. Oftentimes, distributors won’t accept products that are even marginally different from the standard. 

Compressed timelines – Many businesses operate under a Just in Time (JIT) distribution model where they only keep enough stock to meet their immediate demands. They need consistent, reliable suppliers who can produce quickly and at scale to keep rotating inventory. 

Even if you can meet all of these demands, there’s still one more key factor to satisfy before winning any B2B contract: Earning the buyer’s trust.

What buyers are really looking for in supplier submissions

Before sealing any deals, B2B buyers and procurement teams closely evaluate your brand and offerings. They’re looking for trustworthy products that will satisfy their customers and boost both of your bottom lines.

To see if your products pass muster, buyers scrutinize your:

• Technical documentation, especially for complex products
• Certifications to see if they meet compliance standards
• Lead times to decide if they align with their operating schedules
• Content clarity on key issues like specifications, pricing structure, and more

All of this information should be easily accessible in your product data, and if it’s not, you’re actively driving away potential partners.

Where incomplete or fragmented product data hurts your chances

Incomplete product data not only leaves potential partners with unanswered questions, but it also diminishes their trust in your brand. A few common inaccuracies that lead to partial, fragmented data include:

• Outdated specifications – Last year’s specs belong with last year’s products, and if partners notice your information isn’t up to date, they’ll question whether or not you can meet their exacting needs.

• Inconsistent formats – Consistent visuals, measurement units, and other details signal to buyers that your brand is meticulous in its work and, likewise, in how you craft your products—while inconsistency says the exact opposite. 

• Missing compliance information – If buyers can’t immediately see that your product meets the compliance regulations it’s supposed to, they’ll quickly pass in favor of a compliant competitor.

To avoid disqualifications and win more contracts, overcome these pitfalls with enriched product data.

How enriched product data strengthens your position in the sales process

Enriched content gives potential partners access to key information about your product lineup. This improves your credibility, shows your responsiveness to their needs, and proves you’re customer-ready the minute they place an order. 

To ensure access to enriched data, circulate product information with:

• Detailed specs – Exact measurements, operating instructions, and other key technical info should be laid out in intricate detail.

• Visuals – Visuals outdo plain text every single time. Oftentimes, even photos and diagrams aren’t enough—95% of B2B buyers say videos play an important role in the purchasing process. 

• Lists of compatible parts – Repairability is a leading issue for consumers considering cars, appliances, and other large purchases—making it a major concern for retailers as well. Sharing your part compatibility helps them decide if your product meets their repairability standards.

• Sustainability data – B2B buyers are nearly three times as likely to ink long-term commitments with suppliers that meet their sustainability criteria. Sustainability isn’t an afterthought anymore; it’s essential. 

All this amounts to a wealth of data to compile, assess, and organize. But, with an intelligent PIM system to support your brand, you can provide the enriched content your partners need to evaluate your products.

The role of a centralized PIM in streamlining bid-ready product content

The right PIM empowers quick compilation, sorting, and delivery of key product data. Having a single source of truth also facilitates seamless cross-team collaboration, allowing your brand to compose accurate, up-to-date, enriched content that appeals to potential partners.

A robust PIM even helps you organize data in attractive, accessible, and easily understandable formats. This data can then be broadcast via the platforms other businesses know and trust—increasing your transparency and reliability as a potential partner.

Strong product content isn’t just a marketing tool—it’s a sales asset

Enriched product content is your most powerful marketing and sales tool. When you empower buyers with key product knowledge, they can make informed buying decisions without excess sales calls or second-guessing. Simply put, sharing the right product information builds trust in your brand and persuades potential partners to choose you sooner.

The proper PIM software for B2B manufacturers is essential when it comes to sharing accurate, attractive data. Inriver helps you collate data from disparate systems, comb it for accuracy and relevancy, and present it in a way that entices B2B buyers to your brand.

With Inriver, product data isn’t a back-office afterthought; it’s the base for your entire B2B sales strategy.