Highspot Blog

Account-Based Marketing in the Age of Authenticity

account-based marketing

Advertisements and mass-marketing emails can take a business only so far in today’s self-educated, hyper-personalized market. To adapt, many companies began implementing more targeted account-centric marketing practices.

Account-Based Marketing, or ABM, is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns and touch points designed to resonate with specific personas within each account.Continue reading article ›

REEL Sales Enablement with Jason Bailey at Fiserv

Fiserv sales success story

You know you’re talking to someone who values innovation when it’s in their job title. Jason Bailey is the Director of Marketing Programs and Innovation for Fiserv, a provider of technology solutions to the financial world, including banks, credit unions, securities processing organizations, and insurance companies. This interview provides insights into how innovators think about sales enablement.

Here is the video interview, as well as the interview transcript, below:

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REEL Sales Enablement with Erin Osman at Dun & Bradstreet

Dun & Bradstreet sales success story

One of the best things about being in marketing is being able to meet a future customer at the beginning of their buying journey! I had this opportunity with Dun & Bradstreet.

The Dun & Bradstreet team was keenly interested in learning more about how their marketing team could leverage sales enablement to both empower their salesforce and ensure their efforts were succeeding. I got to follow Dun & Bradstreet through their entire buyer’s journey, and once they were a customer, I got an insider’s view on everything that went into the purchasing process. This interview provides a peek behind the scenes at Dun & Bradstreet!

Here is the video interview, as well as the interview transcript, below:

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Winning Over the Modern Buyer

sales strategy to engage the modern buyer

The expectations of today’s buyers have undergone a drastic transformation. Consumer-oriented companies such as Amazon and Airbnb have created great user and customer experiences that have set the bar high for more informed and frictionless buying experiences. These expectations have quickly carried over into the world of B2B buying and changed how marketers engage and influence buyers along their purchasing journey.

In our eBook, which is now available for download, you’ll learn that the modern buyer is more informed, more independent, and more demanding than ever before. But are your sellers equipped to win them over?
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9 Things All Viral Content Has In Common

Viral Content

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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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

Buyer personas

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

Dreamforce-2017-Blog-Banner

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

CEB-2017-Blog-Banner-v01.01

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

Highspot-Recap-Forrester-B2B-Marketing-2017-Sales-Enablement

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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