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How 3 Companies Are Maximizing Their Sales Enablement Content

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Posted in:  Content Management, Marketing

Content is complicated. Marketing teams often prioritize content creation without knowledge of types of sales enablement content that are effective. Sales, on the other hand, devotes energy to closing deals, leaving little time to uncover new game-changing assets. For many, the constant challenge to create, locate, use, and evaluate content can feel like absolute chaos.

But for some, the answer has been simple: sales enablement. With powerful search capabilities, in-depth analytics, and more, sales enablement platforms have helped businesses optimize and maximize their content on every front.

Leading organizations are harnessing the power of an end-to-end sales enablement to solve their challenges and create the most effective sales enablement content for meaningful sales conversations. For inspiration on how to get the most out of your sales enablement content strategy, take a look at how these three companies have mastered sales enablement and put an end to content chaos.

Payscale Empowers Sellers To Spend Time Selling, Not Searching

When hundreds of pieces of content are stored across multiple locations, how can sales reps find the best content for every stage in the sales funnel? Often, they don’t. Instead, they spend precious time searching for assets, not selling.

Faced with this challenge, Payscale’s sales team had become less productive and less effective. Reps were spending hours trying to uncover content or using outdated, redundant assets. Vice President of Marketing Tim Low explained, “Our best content was not getting reliably to the sales team and we didn’t have data on what content was driving engagement from opportunity to close.”

Payscale turned to Highspot’s sales enablement solution to create a single source of truth for all sales assets, including case studies, white papers, product comparisons, and more. Soon after deployment, Payscale noticed reps were saving an average three hours a week, and time that was previously spent searching for content was now used to generate sales. Now reps work a more efficient and effective sales process than ever before.

DiscoverOrg Masters Sending the Right Content at the Right Time

Personalization is the key to a perfect buyer experience. After all, how likely are you to respond to a mass-market email that has little to do with your unique pain points? To be effective, content must to map to each stage of the customer’s journey and address a buyer’s specific needs.

For DiscoverOrg, finding the right kind of content for their buyers was complicated as reps couldn’t easily see how content related to buyers personas, individual use cases, and stage in the buyer’s journey. To address, they started using Highspot’s sales enablement platform to connect content and CRM data in a single holistic view. Doing so, DiscoverOrg was able to quickly find intelligent content recommendations that helped buyers make their purchasing decision.

When DiscoverOrg rolled out Highspot, the effect was instant. Reps were finally able to see content suggestions like talking points, sales scripts, and email templates) tailored to a buyer’s profile and stage without ever having to leave Salesforce. Better yet, they also gained visibility into when prospective clients were opening, viewing, and engaging with their pitches on email and social media, like LinkedIn. Now sellers could perfectly time their outreach and provide the most relevant content in every ideal customer situation.

“We’ve been able to map out all of the different content that the buyer should see, specific to their persona or industry, and all of the touchpoints along the way,” said Phill Sundal, Manager of Product Marketing. “Now, we have more strategic cadences of content that we’re sharing throughout the sales cycle rather than just sending a random follow-up deck or data sheet. It’s much more methodical.”

Fiserv Creates Data-Driven Content

Data can be a tricky thing. Too much means you’re swimming in numbers, unable to find patterns; not enough and it’s impossible to make informed decisions. For Fiserv, their data challenge was the latter — marketing had no insight into content performance or its effect on closing deals.

After implementing a Highspot solution, Fiserv suddenly had access to a wealth of analytics and content reporting, driving a more targeted sales enablement strategy. They analyzed how buyers were engaging with content types in pitches like customer testimonials versus infographics versus one-pagers. It helped them discover which assets had the best retention rates with specific target audiences. It also helped them understand which content pieces better bet sales team needs, like battlecards, product demo explainers, value messaging.

According to Jason Bailey, Director of Marketing Programs & Innovation, a key value of Highspot has been the analytics. He said, “We never had analytics about what sales people were doing on a daily basis before. Now, from a marketing perspective, we know what content works and what doesn’t.”

Empowered by data, Fiserv has narrowed its efforts and resources to focus on creating high-quality content that truly has an impact on lead generation and sales.

Regardless of your business size or industry, sales enablement solutions can revolutionize how you find, use, and create sales enablement content. To learn more about how innovative companies are maximizing their content with sales enablement, explore our customer success stories.

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