It's for sure not the sexiest topic, but product information management software, or PIM, is becoming more top of mind with B2B companies. These businesses sell across an increasing number of channels from ecommerce sites and print catalogs to social media and voice-activated devices. "I cover ecommerce platforms and PIM technology, and I get three times as many calls on PIM," says Bruce Eppinger, senior analyst for digital business strategy at Forrester Research Inc. Because as more manufacturers, distributors and wholesalers dive into digital commerce, they're learning that it's becoming more important than ever to maintain accurate product information displayed throughout a growing number of channels including internet search results, Google Maps, social media, mobile apps, print catalogs, third-party online marketplaces, as well as their own ecommerce sites. The growing need to optimize content for multiple channels, Eppinger says, "is why the PIM market is growing gangbusters."

Akeneo, a French e-commerce company, said Thursday it has acquired Sigmento, an Israeli startup that uses artificial intelligence and machine learning to help online vendors better describe their products. "This was a technology-based acquisition," said Fred de Gombert, co-founder and CEO of Akeneo in a phone interview. The brand that will succeed in the future will be the one "that masters the product experience," he said, by describing the product successfully for every kind of search and on every platform including social media, virtual marketplaces, and voice assistants. Get The Start-Up Israel's Daily Start-Up by email and never miss our top stories Free Sign Up "Sigmento was able to demonstrate success in this area on a large scale," said de Gombert. "For us, this was a critical consideration. Sigmento's technology is one of the most sophisticated we have seen."