In both B2B and B2C, it’s no longer just the product that determines success, but the entire digital buying experience. Customers expect consistent, relevant, and up-to-date information – across all channels. But this is precisely where many companies struggle, especially in the B2B sector. Why? Because product data in B2B is more complex than in B2C: often siloed, inconsistent, or not available fast enough. The solution? A powerful Product Information Management (PIM) system. But how exactly does a PIM system impact the customer journey? That’s what we’ll explore in this article.
What is a PIM – and Why Is It More Than Just a Database?
A PIM system is the central platform for collecting, managing, and distributing product information in a structured way. It serves as the “single source of truth” for all product-related content – from technical data to text and media assets.
Functions of a modern PIM system:
Centralized management of all product data
Structured by channels, markets, and languages
Integration with ERP, CMS, e-commerce, and CRM systems
Workflow automation and approval processes
Data validation and quality control
Why this matters: Only when product information is consistent, complete, and current can you deliver a convincing experience along the entire customer journey – from the first touchpoint to after-sales.
How PIM Improves Your Customer Journey
Higher Conversion Through Consistent Information: Customers often abandon the buying process when information is missing or contradictory. A centralized PIM ensures that the same validated data is delivered across all channels – whether webshop, sales, or product sheets. Learn more about Click Rate Optimization during the customer journey here.
Use Case: A clearly structured product comparison in your webshop, with complete data, demonstrably increases the conversion rate.Faster Time-to-Market Through Automated Processes: Whether launching new products, entering markets, or expanding assortments – with PIM, you can significantly reduce your “time-to-publish.” New product information is automatically synchronized across all channels instead of being entered manually.
KPI Tip: Track the average time from data import to publication (“time-to-publish”) and optimize the process through automation.Higher Customer Satisfaction Through Personalized Experiences: By linking your PIM system with CRM or e-commerce platforms, personalized content can be delivered easily – segmented by industry, location, or purchase history.
Result: Your customers receive exactly the information they need – in their language, tailored to their priorities.
Key PIM Metrics for Control and Optimization
A PIM system brings transparency to your data landscape – and enables data-driven decisions.
These KPIs should be on your radar:
Data Completeness (%): Share of products with complete data
Time-to-Publish: Time from data entry to publication
Media Availability: Share of products with assigned assets (images, PDFs, etc.)
Attribute Usage: Which fields are (not) being used?
Data Quality Score: Internal system evaluation of data quality
Integration Is Key – PIM in the Broader Ecosystem
A PIM system alone cannot reach its full potential. Only when it is seamlessly integrated into your existing system landscape does it become the central hub for consistent, efficient, and personalized product communication. Product data affects many departments – from logistics and marketing to sales. Without cross-system processes, media breaks, redundant data maintenance, and information gaps arise, directly impacting the customer experience.
Key system integrations at a glance:
ERP: For master data like SKUs or inventory
CRM: To link customer data for personalization
E-commerce: For seamless product communication in the shop
CMS: For consistent presentation on the website
Marketing Automation: For targeted campaigns
Tip: These systems must communicate with each other to ensure a consistent and efficient customer experience. When selecting your PIM system, look for open APIs, standard connectors, and the ability to integrate with your existing tools. Only then will your PIM become the true integration engine of your digital infrastructure.
Conclusion: A High-Performance PIM System Is Not a “Nice-to-Have” – It’s a CX Enabler
A modern PIM system is far more than a technical tool for managing product data. It is a strategic component to meet your customers’ growing expectations efficiently – from consistent product communication and faster time-to-market to personalized offerings. To deliver an outstanding customer experience today, you need clean, complete, and always up-to-date product data – and that’s exactly where PIM is indispensable. Especially in combination with systems like ERP, CRM, and e-commerce, it unfolds its full potential: automating processes, breaking down silos, and helping you reach your target groups more precisely.
In short: If you want to sustainably improve your customer journey, a powerful PIM system is essential. Our free guide to the B2B customer journey – developed together with our partner Pimcore – shows you how a thoughtful data strategy and the right tools can take your entire journey to the next level.
