Highspot Blog

highspot spark 2019

After stepping into The Standard at High Line NYC, Alyce Bernstein, a marketer at Euler Hermes, was hoping to walk away from Highspot Spark with a handful of best practices and new industry connections. What she got was much more.

“I have filled multiple pages in a notebook with ideas,” she told our team afterward.

Alyce’s experience was no happy accident — Highspot Spark is an annual customer roadshow designed to help sales, sales enablement, and marketing leaders learn from one another through a community of enablement experts.

And learn they did. Four cities, more than 30 sessions, and hundreds of “learn-it-all” moments later, customers returned to their day-to-days armed with real-world best practices from their peers.

If you couldn’t attend, don’t worry. We’ve compiled a number of learnings that surfaced throughout conversations at Highspot Spark for you to explore and put into practice.

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how to map, audit, and optimize content along the buyer's journey

When traveling somewhere new, most of us rely on apps like Google Maps to discover the best route to take. These apps also alert us of obstacles we may not have foreseen, even during trips we know like the back of our hand. Similarly, the concept of mapping is essential to effective content and product marketing strategies.

Each stage in the buyer’s journey should be considered a milestone on the trip to becoming a customer. To get more buyers successfully to their destination, marketers must first understand what content is working at each stage and compelling prospects to continue moving forward.

That’s where mapping content comes into play.

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sales success

What do top marketers have in common?

They leverage technology to propel sales success. New sales and marketing tech is constantly changing how innovative marketers work, empowering teams to organize, deliver, optimize, and provide guidance on how best to use content for maximum impact.

To show you the difference that the right tech can make, we asked real-world users to share how they’re using our newly released SmartPage technology to enable their customer-facing teams, prove ROI, and ultimately drive strategic growth.

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how to get through to busy buyers

I currently have 130 emails in my inbox, 35 unanswered text messages, 13 voicemails, and seven Slack messages.

With all of the distractions and channels we use to communicate, both personally and professionally, it’s no wonder that it’s nearly impossible to get through to buyers.

Or is it?

Through the RAIN Group Center for Sales Research, we surveyed 489 sellers in 26 industries and 488 buyers representing $4.2 billion in purchases across more than 25 industries. These are buyers who are sold to every day and sellers who specifically do outbound prospecting.

It turns out that 82% of buyers have accepted a meeting with a seller who proactively reached out in the last 12 months.

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cso insights finds mature sales enablement delivers increasing business impact

“With age comes wisdom, but sometimes age comes alone.” –Oscar Wilde

Oscar’s words ring true for many occasions, but especially so for the current state of sales enablement. In our quest to learn more about the state of our industry around the world, we partnered with CSO Insights for their Fifth Annual Sales Enablement Study. A consistent theme emerged — sales enablement has solidified its place as a necessary business function and, as a result, organizations are focused on maturing processes and strategies to maximize impact.

The study found that companies with an aligned sales enablement team and formalized collaboration processes had the most impact on:

  • Increasing win rates for forecast deals
  • Improving the full-funnel customer experience and customer relationship
  • Driving seller engagement, including higher adoption rates for sales processes and methodology

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great products start by solving customer challenges and never stop

How do you build a culture of customer satisfaction that keeps solving customers’ challenges at its core? Oliver Sharp, our co-founder and Chief Solution Architect, sat down with Tim Porter, Managing Director at Highspot investor Madrona Venture Group, to discuss this topic. Their conversation not only details our approach to customer success, but offers lessons for other businesses that want to deliver elevated customer experiences.

Product and customer alignment is more important than ever as the subscription business model becomes increasingly common in the B2B space. Oliver explains, “The SaaS business model is explicitly based on this notion of renewing a service. One of the things that it does, which is really cool, is that it aligns your business need of getting that renewal with the goal of wanting your customers to be hugely successful and hugely enthusiastic about your product.”

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elevate customer conversations with industry-first smartpage technology

We’re humans — not robots. A common thread that connects us all is our desire for genuine and meaningful interactions, which is why we’re proud to share that our new release is focused on exactly that.

Today marks our Fall ‘19 Release, which introduces industry-first SmartPage technology, designed to provide go-to-market teams with interactive and mobile-ready guidance alongside content so they can have the most effective customer conversations. We’re also introducing the SmartPage Marketplace, offering SmartPage templates, frameworks, best practices, and other expert content from dozens of our Sales Acceleration Partners.

SmartPage technology directly addresses what we’ve heard from our customers: giving sales reps access to great content isn’t enough. Customer-facing teams need guidance — which we define as “what to know, what to say, and what to show” —  at the moment of action to provide the most value in every unique situation, with every individual customer.

We created SmartPage technology as the first platform to deliver extensible capabilities that bring together content, data, and web apps to help go-to-market teams turn strategy into sales action. In the short time that SmartPage technology has been available in beta form, our customers — including Verizon, PitchBook, SAP Concur, Twitter, and hundreds more — have already created 80,000 SmartPages.

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highspot launches industry-first smartpage technology to turn sales strategy into action

Fall ‘19 Product Release Introduces New SmartPage Marketplace, Data Slices and Web Apps, Enabling Go-to-Market Teams to Elevate Customer Conversations


SEATTLE, September 17, 2019 — Highspot, the sales enablement platform that reps love, today announced its Fall ‘19 Release introducing the general availability of SmartPage™ technology, which gives go-to-market teams context alongside content so they can have the most effective customer conversations. SmartPages offer extensible capabilities across content, data and web applications that drive customer engagement, sales performance and revenue growth.

“If every customer-facing employee knows what to say, show and do with prospects and customers, you have a true competitive advantage,” said Robert Wahbe, CEO, Highspot. “Compelling conversations are the foundation of great customer experience. Our AI-powered guidance pairs content with context at scale, helping everyone on your team become a trusted advisor who delivers real value.”

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sales ai

Artificial intelligence (AI) may be coming for your job. But debating AI’s impending (or not) domination is blasé and ultimately unimportant for business leaders responsible for driving revenue and growth. Instead, we need to focus our attention on AI’s potential to transform how we sell.

AI is already making waves in sales, from intelligent content recommendations for reps to sales pipeline insights. But an area of significant, untapped opportunity lies in unlocking one of the biggest problems facing salespeople and marketers — “No Decision.”

Forget the shock and awe headlines. The frontlines of shifting buyers from complacency to action is where AI’s potential gets interesting.

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can a real lunch break boost your productivity?

Productivity. For the modern worker, it’s more than a buzzword — it’s a lifestyle. There are productivity role models, apps to help you work smarter, and a plethora of services designed to eliminate the inefficient habits of unproductive people, like grocery shopping or leisurely eating.

But is all of this really making us more effective employees? In our new blog series, “Worksmart,” we’re putting so-called productivity “best practices” to the test to see what really works and what advice you can forgo.

Eating Through Lunch Could Hurt Your Performance


First up — lunch. What was formerly a sacred hour for friends and food has become an unfortunate casualty of our nine-to-five (or seven-to-seven) hustle. Recent studies have shown, however, that working through lunch can negatively impact performance.guilt, perceived judgement, and stress can all keep us tied to our desks

In an interview with NPR, Kimberly Elsbach, a professor at the University of California, Davis Graduate School of Management, who studies workplace psychology, explained the correlation between breaks and the type of non-linear work most of us do: “Staying inside, in the same location, is really detrimental to creative thinking. It’s also detrimental to doing that rumination that’s needed for ideas to percolate and gestate and allow a person to arrive at an ‘aha’ moment.”

Most of us know this instinctively yet struggle to step away when tasks start piling up. The reasons why vary. Guilt, perceived judgement, and stress can all keep us tied to our desks.

Could just a 30-minute break and the productive, refreshed mind it promises be enough to make up for lost time? For one week, our test team took a real lunch break every day to find out.

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