B2B eCommerce Product Content Essentials for Distributors

  • Author: Jason Hein
  • Level: Foundational
  • Study time: 1 Hour
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SESSION overview
Product content is the backbone of your digital customer experience. In this session, Jason Hein breaks down why content, not technology, drives conversion. Learn how to prioritize, structure, and scale content that helps B2B buyers take action.
  • Video time: 1 hour
  • PDF Presentation Slides

Core Learning Objectives

By the end of this session, participants will be able to:
  • Understand the difference between data management and product storytelling.
  • Identify how poor content blocks conversion, even on good platforms.
  • Apply a “buyer-context” lens to content prioritization.
  • Know what content matters most in which stages of the buyer journey.
  • Organize content efforts by role: product managers, data teams, and marketers.
  • Align product content with distributor-specific business models and customer use cases.

Jason Hein

Global Director of Product Content & Search
ABOUT JASOn
Jason Hein is the Global Director of Product Content & Search at the B2B eCommerce Association, where he helps manufacturers and distributors turn messy product data into a strategic advantage. With past roles at Amazon B2B, McMaster-Carr, and Bloomreach, he brings a practitioner's eye and a translator’s voice to the complexities of taxonomy, PIM, and digital merchandising.