In today's world everyone, including your B2B customers, expect personalized buying experiences. Unless you have the right information architecture in place to power your digital experience tools you will not be able to scale and retain trust with your customers. In this webinar, B2B ecommerce experts Allison Brown with Earley Information Science and Jason Hein with Bloomreach walk through the reasons why you must invest in information architecture foundations in order to compete.

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WEBINAR
WEBINAR
SPEAKERS
How Successful B2B Brands Deliver Next-
Level Digital Experiences
ALLISON BROWN
CLIENT PARTNER
EIS
THANK YOU
JASON HEIN
PRINCIPAL B2B VISIONARY
BLOOMREACH
DAVE SKROBELA
MANAGING DIRECTOR
EIS
HOST

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Today’s Speakers Allison Brown
Client Partner
Earley Information Science
Allison.Brown@earley.com
https://www.linkedin.com/
in/4allisonbrown/
2
Jason Hein
Principal B2BVisionary
Bloomreach
Jason.Hein@bloomreach.com
https://www.linkedin.com/
in/jasonhein/
Dave Skrobela
Managing Director, Client Partner
Earley Information Science
Dave.Skrobela@earley.com
https://www.linkedin.com/in/skrobela/

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BeforeWe Get Started
WE ARE RECORDING SESSIONWILL BE
50 MINUTES PLUS
10 MINUTES FOR
Q&A
YOUR INPUT IS
VALUED
Link to recording & slides
will be sent by email after
the webinar
Use the Q&A box to
submit questions
Participate in the polls
during the webinar
Feedback survey afterward
(~1.5 minutes)
Thank you to our media partners : CMSWire & Marketing AI Institute
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About Earley Information Science
4
Proven methodologies to organize information and data.
SELL MORE
PRODUCT
SERVICE
CUSTOMERS
EFFICIENTLY
INNOVATE
FASTER
1994
YEAR FOUNDED.
Boston
HEADQUARTERED.
50+
SPECIALISTS & GROWING.

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Agenda
• What are: DXP and IA
• State of ecommerce in B2B
• Consequences of doing nothing
• Impact of IA on successful DXP deployment
• Getting started
• Q&A
5

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What is a Digital Experience Platform?
6

7. Core capabilities optimized for B2B Distributors….
A digital B2B customer
experience “wins” when it
accounts for expertise
across all features; the
website “just works”
This is what it means for a
site to “bring the B2C
experience to B2B”
7

8. Commercial
Equip. & Auto
Building &
Construction
HVACR
Electrical/
Electronics
Industrial/
MRO
Machine-Learning Datasets Specific to
eCommerce for B2B Products
Customer Data
Product Data
25% of US/UK
Commerce
Experiences
Bloomreach built algorithms to optimize for
revenue at scale
The semantics of
product catalogs
and attributes
What people search
and browse for, as
well as the context
of their discovery
(e.g. industry, account,
role, application, etc.)
Powered by Experience with B2B

9. B2B Distribution Finserv
B2C Brands
B2C Retail
Education &
Government
B2B Manufacturers
70% of our customers are centered around Commerce - both B2B and B2C
Who uses Bloomreach?

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The Importance of Information
Architecture and Digital Experience
10

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InformationArchitecture
The fuel that powers extraordinary digital experiences.
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BUSINESS PROBLEM
USE CASES
USERS & IMPACT
CONTENT
ORGANIZING PRINCIPLES

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Taxonomies and Ontologies
Taxonomies are building blocks.
Organizations typically have multiple
taxonomies.
Generically:
Products
Services
Processes
Solutions
If we build relationships
between taxonomies, we are
beginning to build an ontology
• Services for solutions
• Content for products
• Interests of customers
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• Customers
• Interests
• Content
• Etc.

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DEPARTMENTS
INDUSTRIAL DIST
• Fastenal
• Grainger
• MSC
• Wolseley
• …
ENVIRONMENTS
• Marine
• Underground
• Confined Space
• …
PROCESSES
• Rough Cut
• Finish Cut
• Polishing
• Coating
• ...
TASKS
• Extraction
• Fabrication
• Joining
• Separating
• …
PRODUCTS
• Abrasives
• Clamping
• Fasteners
• …
INDUSTRIES
• Mining
• Food Processing
• Healthcare
• …
CUSTOMERS
• Hitachi
• Schlumberger
• Toyota
• …
INTERESTS
• Prototyping
• MRO
• Replenishment
• …
• Tech Support
• Merchandising
• Sales
• …
ROLE
• Design engineer
• Maintenance
engineer
• Procurement Mgr
• ...
Industrial DistributionTaxonomies
DOCUMENT TYPES
• Installation guides
• Manuals
• Marketing plans
• …
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Types ofTaxonomies
Organizing principles vary by industry and organization.
Life sciences:
• Branded drugs
• Generic drugs
• NME’s
• Diseases
• Indications
• Mechanism of action
• Target
• …
Insurance:
• Products
• Services
• Businesses
• Risks
• Regions
• Customer types
• …
Industrial distributor:
• Products
• Industries
• Interests
• Processes
• Environments
• Customer types
• …
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Anatomy of a Digital Experience
15
EVERY RICH EXPERIENCE REQUIRES
A CONTENT MODEL, INFORMATION
ARCHITECTURE, & TAXONOMIES
Example Hierarchies: (taxonomies)
• Navigational
• Product
• Application
• Brand
• Asset Type
• Content Type
Web Content Management System (WCMS)
Digital Asset Management (DAM) System
Knowledgebase
Product Information Management (PIM) System

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Poll
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1. Less than 5%
2. 5-10%
3. 11-30%
4. 30-50%
5. Over 50%
What percentage of your revenue is coming from a
customer facing transactional website?

17. BreakingAway from the (New) Pack

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Competing on experience
EXPERTISE
TRUST
SCALE
Can you build and grow
ongoing relationships as
a trusted advisor?
As you grow – do you
treat each customer as
an individual?
As experiences become
more digital do customers
still trust you?

19. 19
WHAT HAPPENS IF I DO NOTHING?

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Impact of IA on successful DXP deployment
RETURN ON
INVESTMENT
PERSONALIZATION
C-SUITE
METRICS

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Getting Started
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Earley Information Science
22
Information Architecture and Product Data Readiness
Assessment with Allison
• 30-minute structured Q&A including a copy for your records
• Recommendation Report to share with your colleagues
• Evaluation Plan to help guide your progress and stay on track
SCHEDULE A 30 MINUTE CALL TODAY:
HTTPS://BIT.LY/PRODUCT-DATA-READINESS

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Bloomreach
23
SEARCH IMPACT VALIDATION
The fastest way to understanding your search bar's potential.
Let us prove it
https://visit.bloomreach.com/search-impact-validation

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Q&A
24

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Additional Reading
25
From Bloomreach
How a DXP Helps Distributors Win at E-
Commerce
https://visit.bloomreach.com/distributors-win-with-
dxps
Bringing B2C Best Practices to B2B:An All-
New Survey Report Champions Digitization
https://www.bloomreach.com/blog/2022/bringing-b2c-
best-practices-to-b2b-an-all-new-survey-report-
champions-digitization
Bloomreach B2B Case Study: HD Supply
https://www.bloomreach.com/en/case-studies/hd-
supply-builds-increases-search-revenue-with-
bloomreach-discovery
From Earley Information Science
B2B:World-Class Customer Experience
RequiresWorld-class Product Data
https://www.earley.com/insights/b2b-world-class-
customer-experience-requires-world-class-product-
data
4 Reasons B2B Manufacturers need Strong
Product Data
https://www.earley.com/insights/4-reasons-b2b-
manufacturers-need-strong-product-data
HowTaxonomy Enables Innovation in B2B
Ecommerce
https://www.earley.com/insights/how-taxonomy-
enables-innovation-b2b-ecommerce

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EarleyAI Podcast
26
Listen to the Earley AI Podcast to explore what's
emerging in technology, data science, and
enterprise applications for artificial intelligence and
machine learning and how to get from early-stage
AI projects to fully mature applications.
Found wherever you listen to podcasts, including…
Henrik Hahn,
Chief Digital Officer,
Evonik
Jim Iyoob,
Chief Customer Officer,
Etech Global Services
RECENT EPISODES

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CONTACT US
CONTACT US
27
Thank you for your time.We’d love to hear from you!
For
Earley Information Science
www.earley.com
Allison Brown
Allison.Brown@earley.com
For
Bloomreach
https://www.bloomreach.com/en
Jason Hein
Jason.Hein@bloomreach.com

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Thanks!
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