Secrets to Building a High-Performance Product Content Team with Anthony Testa

02/18/25 • 63 min

B2B eCommerce Show

Structuring a World-Class Product Content Team with Anthony Testa

Guest: Anthony Testa, Product Content and Supplier Relations Expert
Host: Justin King

Key Takeaways:

The Wild West of Product Data:
- Early on, most manufacturers and distributors lacked structured product content, leading to inefficiencies.
- Attempting to migrate legacy data into new systems without cleansing often results in failure.
The Role of PIM and Data Standardization:
- Implementing a Product Information Management (PIM) system is crucial, but the real value comes from data standardization.
- Content must be consistent across customer-facing platforms (web, catalogs) and internal systems (ERP, logistics).
Building an Effective Product Data Team:
- Data Operations Team: Engages with suppliers, collects, and processes product data.
- Data Governance Team (The "Data Police"): Ensures compliance with taxonomy and formatting rules before publication.
- Supplier Relations: Working closely with manufacturers to enforce data quality and consistency.
Challenges in Supplier Data Compliance:
- Many suppliers struggle to format product data correctly, relying on sales teams who lack expertise in content management.
- Larger manufacturers like 3M and Kimberly-Clark excel at content syndication, ensuring accurate, updated data for distributors.
The ROI of Investing in Product Content:
- Poor content impacts invoices, purchasing decisions, and customer trust.
- Companies relying on digital sales must prioritize structured, enriched product content to compete effectively.
- Even smaller distributors ($200M in revenue) need to invest in data strategy, even if they don’t implement a full PIM system.
The Future of AI in Product Data Management:
- AI will automate data compliance, reducing the need for large content teams.
- Manufacturers and distributors should capture industry knowledge before experienced professionals retire.
A Big Idea – The Knowledge Economy for Trades:
- Capturing industry knowledge through structured AI-powered conversations with experienced professionals could be transformative.
- Creating a gig economy for retired experts to document tribal knowledge could revolutionize B2B education and product guidance.

About Anthony Testa Today:

Consulting with manufacturers and distributors on product content and digital strategy.
Acting as Chief Revenue Officer at Green Bloom, a sustainable sorbent manufacturing company.
Helping US Paper, a fast-growing Jan-San distributor, scale operations across the East Coast.

Show Links

How to Connect with Anthony Testa:

📩 Email: [email protected]

Structuring a World-Class Product Content Team with Anthony Testa

Guest: Anthony Testa, Product Content and Supplier Relations Expert
Host: Justin King

Key Takeaways:

The Wild West of Product Data:
- Early on, most manufacturers and distributors lacked structured product content, leading to inefficiencies.
- Attempting to migrate legacy data into new systems without cleansing often results in failure.
The Role of PIM and Data Standardization:
- Implementing a Product Information Management (PIM) system is crucial, but the real value comes from data standardization.
- Content must be consistent across customer-facing platforms (web, catalogs) and internal systems (ERP, logistics).
Building an Effective Product Data Team:
- Data Operations Team: Engages with suppliers, collects, and processes product data.
- Data Governance Team (The "Data Police"): Ensures compliance with taxonomy and formatting rules before publication.
- Supplier Relations: Working closely with manufacturers to enforce data quality and consistency.
Challenges in Supplier Data Compliance:
- Many suppliers struggle to format product data correctly, relying on sales teams who lack expertise in content management.
- Larger manufacturers like 3M and Kimberly-Clark excel at content syndication, ensuring accurate, updated data for distributors.
The ROI of Investing in Product Content:
- Poor content impacts invoices, purchasing decisions, and customer trust.
- Companies relying on digital sales must prioritize structured, enriched product content to compete effectively.
- Even smaller distributors ($200M in revenue) need to invest in data strategy, even if they don’t implement a full PIM system.
The Future of AI in Product Data Management:
- AI will automate data compliance, reducing the need for large content teams.
- Manufacturers and distributors should capture industry knowledge before experienced professionals retire.
A Big Idea – The Knowledge Economy for Trades:
- Capturing industry knowledge through structured AI-powered conversations with experienced professionals could be transformative.
- Creating a gig economy for retired experts to document tribal knowledge could revolutionize B2B education and product guidance.

About Anthony Testa Today:

Consulting with manufacturers and distributors on product content and digital strategy.
Acting as Chief Revenue Officer at Green Bloom, a sustainable sorbent manufacturing company.
Helping US Paper, a fast-growing Jan-San distributor, scale operations across the East Coast.

Show Links

How to Connect with Anthony Testa:

📩 Email: [email protected]

Previous Episode

Voice Notes: One Little Feature that is Driving Customer Adoption

In today's voice note, I share an insightful discovery from a conversation with the VP of E-commerce at a large manufacturing company. During our chat, I learned that the feature driving high growth and adoption on their e-commerce site wasn’t search or product recommendations—it was the simple addition of favorites and lists. This seemingly basic tool has completely changed how customers interact with their platform, allowing them to curate their essential products, save time, and reduce friction.

The company capitalized on this by personally training customers, webinars and extensive marketing, proving that simplifying the customer’s experience can lead to increased return visits and spending. Tune in as I explore how minor enhancements can significantly impact customer satisfaction and business growth.

Next Episode

AI Will Replace Your Job? Not So Fast! Practical AI Uses in Manufacturing and Distribution with Nick Pericle

Guest: Nick Pericle
Host: Justin King
Key Takeaways:
AI is Not Deterministic—It’s Probabilistic
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AI as a Business Partner, Not Just a Tool
AI isn’t just for automation—it can act as a collaborator, strategist, and assistant to enhance productivity, decision-making, and creativity in business.
Adoption Requires Breaking Old Paradigms
Many businesses struggle with AI adoption because they expect it to function like existing software. Organizations must rethink their workflows and encourage hands-on experimentation.
AI Competency Varies Within Teams
When rolling out AI initiatives, leaders must recognize that some employees are advanced users while others are hesitant. Tailored training and use case-based workshops help bridge this gap.
AI Can Cut Research & Admin Time Drastically
Tasks like proposal writing, research, and internal communication can be streamlined with AI, reducing hours of work into minutes while maintaining high-quality output.
Executives Should Foster a Culture of Experimentation
Leaders don’t need to be AI experts, but they should empower their teams to explore, test, and integrate AI into their daily workflows to drive innovation.
Future of AI in Distribution & Manufacturing is Huge
AI-driven insights can optimize pricing, product content management, and customer interactions, giving companies a competitive edge in an increasingly digital landscape.

Show Links

How to Connect with Nick Pericle:

LinkedIN: Nick Pericle