Highspot Blog

sales and marketing trends

It’s a whole new world for sellers and marketers. With the dawn of the digital era and the evolution of buyers, forward-thinking companies are transforming their approach to engaging customers — a transformation that begins with analysis and anticipation.

Reflecting back on a successful past first requires looking forward. Agile companies pivot their approaches based on current trends and educated predictions that will shape the business landscape. Many of these trends will be shared at TOPO Summit 2019, where 2,000 leaders (Highspot included!) will come together to discuss critical topics in revenue.

With the conference around the corner, we dove into three of today’s — and tomorrow’s — hottest topics that are impacting the modern market.

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b2b customer experience

In the age of chatbots, voice response systems, and AI-assisted customer support, customers have become hungry for human interaction — buyers around the world would pay up to 16% more for a better customer experience.

Behind every great customer experience are great services executives. We’re proud to share that Highspot has earned a Stevie® Award for Customer Service Department of the Year. More than 2,700 nominations from companies across 45 nations were evaluated in this year’s competition.

What exactly separates good customer service that gets the job done from great customer service that leads to lasting partnerships? We asked the experts themselves — Stuart Thompson, Kate Wilson, Cam Williams, and Alex Dumke of our Services and Account Management team — to share their insights on four things that make for an unforgettable customer experience.

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sales collateral best practices

The best sellers use tailored sales collateral — materials developed by their business to support the sales process — to engage prospects at the right time with the right information to close deals faster. Today’s most effective collateral bears little resemblance to the jargon-heavy brochures of years past. In fact, modern sales collateral pivots away from the vendor’s perspective and instead incorporates insight from credible third parties. According to Gartner, “content that features a third party telling or validating a story is inherently more credible and trustworthy than the same story told by a vendor.”

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meet seattle's next generation of tech

Something was different about the 2019 GeekWire Bash. Attendance continued to grow, the dodgeball competition was fierce, but what really stood out was the excitement in the air emanating from the fresh, excited faces of young company leaders, employees, and families.

It’s no secret that Seattle’s tech scene is booming. Startups are sprouting, top talent is arriving from Silicon Valley and beyond, and local companies are investing heavily in STEM education.

These realities came to life in a visible way at the event — from the number of notable startups attending to children participating for the first time. After mingling with Seattle’s brightest tech stars and crushing the ping pong tournament like quota, the Highspot team left with three insights that illuminate the exciting future of Seattle’s technology landscape.

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sales innovation

After more than a month leading the EMEA operations for Highspot, I’ve had the opportunity to speak with a diverse range of customers and industry peers here in the UK and around the world. A common thread throughout these conversations is palpable excitement for how modern processes and technology are fundamentally transforming sales for the better.

This theme has dominated London’s Sales Innovation Expo. In the race for revenue, sales leaders and their teams need the most direct route to closing deals and wowing customers. Therefore, we must be diligent in evaluating the latest craze and its potential to make a tangible difference for the business.

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b2b pipeline generation

It’s no secret — B2B pipeline generation is a challenge. Finding the perfect potential customer can vex even the most experienced marketing or sales professionals. To help ease the pressure, here are some tried-and-true strategies to maximize your prospecting opportunities and deliver more qualified leads — and, ultimately, pipeline and revenue — for your business.

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highspot slack integration

At Highspot, we obsess over inventing innovative ways to make sales and marketing teams more efficient. From leveraging our unique content management approach to Highspot Everywhere’s 50+ integrations, customers gain back hours every week.

That brings us to why we’re particularly excited about being the first sales enablement platform with a Slack integration — it goes right to the heart of our obsession around efficiency. With Highspot’s Slack integration, marketers and sellers save time by using Highspot’s capabilities from directly within Slack.

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highspot clari integration

Today’s winning sales teams know that the modern buyer has changed. Buyers expect customized experiences and prioritize vendors who empower them with valuable information and don’t sell to them with generic pitches. Successful sales teams also know that delivering an effective, personalized buyer experience requires actionable analytics around buyer engagement and sales activity data. This is modern selling — using data-driven insights to adapt to buyer behavior and predictably grow revenue.

Highspot Integration with Clari Enhances Revenue Processes, Analytics

Our friends at Clari share our view of what it takes to succeed in sales today. That’s why we’ve teamed up to integrate Highspot into Clari’s Connected Revenue Operations platform. Building on Highspot Everywhere, which focuses on adding value to sellers and marketers no matter where they work, the combination of Highspot and Clari delivers a single workstream for managing and enabling modern selling. Together, we’re empowering marketing, sales enablement, sales operations, and sales performance management teams to effectively collaborate on the fastest, most predictable path to revenue.

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life sciences sales and marketing alignment

For our first Highspot Market Pulse survey, we chose to explore the state of sales and marketing alignment within the rapidly growing life sciences industry. According to KPMG, global annual sales for the medical device industry alone will reach nearly $800 billion by 2030. Our research found that there is a clear opportunity in life sciences for process improvement between sales and marketing teams.

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content that fuels revenue growth

Regardless of what line of business you are in, content-based marketing provides businesses with an effective way to engage audiences while also generating new leads that translate to revenue growth.

The prerequisite to driving high-quality leads into the hands of the people who can capitalize on them is to discover what content your target audience actually wants to see. Creating content that provides value follows a methodical process with a few key steps. Here’s how to get started.

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