Highspot Blog

The word is out — on the evening of June 12, Highspot earned recognition as the Best Sales Enablement Platform and Best Content Management Platform by the Software & Information Industry Association (SIIA) as part of the 2018 CODiE Awards, the industry’s only peer-reviewed awards program.

A night of good cheer and champagne ensued at the award ceremony in San Francisco, where the team celebrated with companies at the forefront of business innovation.

Looking back on how Highspot rose above the competition to join past winners including Cision, Cisco Systems, and Pitchbook Data, the journey began with a product demonstration in front of expert reviewers, including software and business technology experts, analysts, media, bloggers, bankers, and investors. In the second round, SIIA members voted on the finalist products. The scores from both rounds were tabulated to select the winners.

What set Highspot apart? With judges providing feedback such as, “able to integrate into a company’s workflow on multiple levels in multiple ways,” the platform clearly made an impression.

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What brand and content marketer doesn’t yearn for some viral content? The ROI on viral content through free advertising and its expansive reach can be tremendous. You can’t guarantee any piece of content will go viral, but you can give it a fighting chance by incorporating these tactics and attributes commonly found in content that has made the leap.

Viral content…

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Hi, my name is Shawnna. And I am a shopoholic.

OK, maybe it’s not that extreme. (Even though my husband, in his battle against my ever-growing wardrobe of shoes, may disagree.)

As an avid online shopper, one thing that has become a must in any of my purchasing decisions is reading customer reviews. Hearing from actual customers that have not only purchased the shoes, but have also tried to walk a mile in them, is invaluable for me.Continue reading article ›

We’re delighted to share that Highspot has been recognized as a Representative Vendor in the 2017 Gartner “Market Guide for Digital Content Management for Sales.”

The report found that digital sales content management applications improve the delivery of internal- and external-facing content to salespeople, or improve engagement with prospects and clients, and even increase win rates, deal velocity and deal sizes.

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In a customer-first world, alignment on buyer personas has never been more vital. They are key in gaining our target buyer’s attention and staying focused on their needs. Being strategic with creating buyer personas gives us a better chance of nurturing the prospect from buyer to customer, and I believe the key to this is through aligning content to the buyer’s journey.

Most companies know the importance of buyer personas and have ingrained them into their go-to-market strategy, but the problem is they don’t know how to use them. Even more troublesome, they don’t have the correct content to present to each of their buyer personas and there’s no way to serve content to the persona at the right stage of their journey.

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One of the biggest advantages of companies with successful sales enablement strategies is their ability to maintain focus.  From content mapping through launch and optimization, they’re clear on why they invested, where they’re going, who is involved, and the steps required to reach their goals.  Today we’ll share a framework for how they do it, courtesy of the Highspot services team.  Continue reading article ›

Sales content management allows reps to quickly identify the best content for every customer opportunity while consolidating content availability and performance data on a single platform.  With modern sales content management technology like the Highspot platform puts reps at an advantage, and it’s one of the reasons sales reps love Highspot.  

Sales content management has become a pivotal factor in sales enablement purchase decisions and a catalyst in driving higher conversion rates and revenue.  A primary reason is that sales teams increasingly rely upon content to influence target audiences throughout the buyer’s journey.  When sales content is effectively managed, reps are better positioned to act quickly and confidently.  This helps reduce wasted time and maximize the probability of quota-crushing results.  Continue reading article ›

The business impact of Account-Based Marketing (ABM) cannot be overstated. In just a few short years, it has recast sales and marketing strategies, inspired new technology decisions, and provoked rapid tactical shifts in sales pipeline management. Looking ahead, we anticipate ABM will exert increasing influence over the processes, content, audience engagement, and analytics that drive revenue growth.

Today we’re pleased to announce the availability of Content: Your Ticket to High-Performing ABM.  You can download your copy at the Highspot Resource Library.

As the raw material for ABM, targeted content aligned with the buyer’s journey is a key factor in whether or not audiences respond to marketing activities. We assembled this eBook to share practical tips on managing, customizing, sharing, and analyzing such content to support ABM.

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When it comes to sales and marketing types, they want to like each other. In fact, in my experience, they want to love each other! After all, sales and marketing work towards a common goal—generating more revenue. But the fact remains that as long as sales relies on marketing to help close deals and marketing relies on sales to get the company message out, there’s bound to be conflict.

What we have here is a failure to communicate.

Sales wants very specific, personalized content that they can find at a moment’s notice. Marketing feels they publish volumes of content (and they do—but 65% of it can’t be found), and they’re sensitive to changing content because it changes the company message. In the end, we have two mission critical groups with a common goal—but different ways of getting there—and mounting frustration.Continue reading article ›

When asked to share the secret of their sales enablement success, most high achievers answer similarly: position your team to make the most of every conversation.  And the surefire way to accomplish this?  Know the difference between what works and everything else.  A dedicated approach to best practices is a great place to start. 

Learning and Doing

At many companies, identifying and sharing best practices is a learned skill.  One reason is that specific strategies and tactics that may have outperformed in one environment aren’t always neatly transferable.  Another is that cross-team alignment and expectations can vary dramatically.  Today we’ll illustrate how sales enablement leaders can set themselves up for success by leveraging the power of best practices.  Continue reading article ›