Highspot Blog

Customer Reviews Make or Break Your B2B Brand

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

OK, maybe it just feels that extreme. Although, my husband and his battle against my ever-growing wardrobe of shoes may disagree.

But as an avid online shopper, one thing that has become a must in any purchasing decision are customer reviews. Hearing from actual customers that have not only purchased that same pair of shoes, but have also tried to walk a mile in them is invaluable.Continue reading article ›

Personas for Marketing & Sales Alignment

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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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The Sales Enablement Guide to Dreamforce 2017

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It’s one of our favorite times of the year: Dreamforce, as you know, is always exciting, informative… and something of a spectacle, with more than 171,000 people registered last year.   #DF17 next week will surely surpass that.

Dreamforce isn’t the only reason we’re looking forward to next week: this year we’re once again giving our sales enablement-focused brethren an opportunity to get even more out of Dreamforce, at our free all-day event at the Four Seasons, which has become an annual tradition.

Are you ready for next week? Probably—and it can’t hurt to get even more ready. If you’re interested in sales enablement, we picked out a few things you’ll want to check out while you’re in San Francisco for the event:

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Looking back at the CEB Sales and Marketing Summit 2017—Finding Sales and Marketing Alignment

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Gone are the days when selling was a linear path: Locate a lead, nurture it with a set of marketing materials, go on a sales call (or series of sales calls), and close the deal.

In today’s B2B selling environment, the sales funnel is more like an infinity loop that flows from marketing to sales and back again until the buyer is ready to engage.

Last week at the CEB Sales and Marketing Summit, I attended several great sessions. Two in particular stood out to me because they focused on something near and dear to my heart—sales and marketing alignment.Continue reading article ›

Customer Obsession: Recap of Forrester B2B Marketing

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B2B marketing is evolving rapidly thanks to technologies and a new focus on what matters most. So the Forrester B2B Marketing event in Austin last week was an exciting event, particularly to the eye of a product or content marketer. If you missed it, here are some highlights:

Conference Theme: Customer Obsession

On the surface of it, the event theme of “customer obsession” does sound a lot like what we’ve been hearing for the past few years. They brought a new spin, discussing technologies and working to keep us thinking about really innovating around the customer. John Bruno of Forrester talked about the simple but revolutionary innovation when Heinz literally turned the bottle upside down, solving a big pain point for their customer. Is there anything we should be doing… that we’re not doing because conventional wisdom says no?

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How to Sell Smarter with AI for Sales Enablement

For sales reps and marketers, survival skills begin with the ability to separate long-term signals from short-term noise.  This influences where reps invest their time, how marketers construct their awareness and demand gen strategies, and the prioritization criteria for sales enablement leaders who need to manage everything from in-context training to playbooks and more.  

Today we’re going to dive into AI (Artificial Intelligence) and its evolution from a trend-making concept to a core feature of any modern sales enablement platform. Continue reading article ›

Content: Your Ticket to High-Performing ABM

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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A Sales Enablement Game Plan for Marketers

Competitive marketers know how every step they take impacts sales.  They combine boldness with shrewd analysis to win deals and keep customers happy. As sales enablement becomes increasingly vital to their company’s success, these same marketers are again expanding their comfort zone to drive greater top-line impact.  Today we’ll share how and why.  

A larger role awaits

Marketers face daily decisions on the style of offense they’ll play and how long they’ll play it.  Too often, the hyperactivity of a product launch, announcement, or campaign gives way to pursuit of the next new thing.  Ideas and supporting assets are defended rather than fine-tuned and sales teams are given less than optimal support.  By abandoning the offensive too early, many marketing teams shortchange the revenue growth they originally set out to achieve.    

Our recommendation: stay in the game.  

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Sales Enablement: Best Practices for Best Practices

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 ›

Marketing and Sales: Connecting the Dots Between Perception and Reality

Sales and marketing often hold different worldviews.  Left unreconciled, they can flatten innovative ideas and the career-making opportunities that accompany them.  Today we’re investing a few minutes in how to identify differences between perception and reality, and use the results as a launchpad for revenue growth.   

The Other Side of the Lens

At one point or another, we’ve all perceived a sales and marketing reality that didn’t exist.  We anticipated a behavior that fell short or an opportunity that didn’t materialize.  In the final analysis, chances are you, too, vowed it would not happen again.  This is about minimizing the probability it will.  Continue reading article ›