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 ›

Blog: REEL Sales Enablement with Phill Sundal at DiscoverOrg

I always find it fun to interview fellow marketers and bond through our shared understanding of great products, strong value propositions — and common pain points. The pain of sales and marketing alignment (or misalignment) is one that every marketer knows but few know how to solve. After trying to tackle this issue in several different ways, Phill Sundal at DiscoverOrg finally found success with Highspot. In the interview below, he outlines the successes and failures he encountered as he worked to bring sales and marketing into alignment at his company.

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

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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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Why Content Personalization is Not One-Size-Fits-All

In today’s omnichannel, hyper-digital, and buzz-filled world, it’s no surprise that personalized content is the key to breaking through the noise and engaging modern buyers.

The two questions leaders should be asking to unlock standout success are:

  1. How can we provide sales reps with an intuitive and efficient way to personalize content?

  2. How can we provide marketers with the visibility and analytics they need to inform their content development efforts?


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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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REEL Sales Enablement Interview with Joe Andrews at InsideView

InsideView sales enablement

I love Highspot—but, of course, I’m biased. So one of my favorite things to do is get out in the field and chat with customers about how much they love Highspot, too. While I was at SiriusDecisions Summit, I had the chance to check in with Joe Andrews, Vice President of Marketing at InsideView, on the current sales enablement efforts there with Highspot.

Here’s the video interview, as well as the interview transcript, below:

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The Framework for a Solid Sales Playbook

sales playbook framework

In the old days, a sales playbook may have been nothing more than a fat 3-ring binder with some tabs in it. While talking on the phone to a prospective buyer, a salesperson could tuck the receiver under his ear, grab the playbook off the shelf, and flip through the tabbed sections in it to find the play he was looking for. Then, as now, the sales playbook was a source of cumulative knowledge from the sales team and guidance from sales management, gathered together into a single resource. It spelled out best practices and diagrammed the required steps to lead the prospect through the sales cycle to the desired finish: the sale.

The sales landscape has transformed drastically since then, and yesterday’s playbook won’t cut it anymore. Sales has become more complex than ever. In fact, a majority (70%) of sales reps report that they are experiencing more complex sales processes. This is up from 64.5% last year. The buyer’s journey has taken the place of a more rigid sales cycle so that sellers need to be able to react as the process unfolds and provide personalized responses to prospective buyers at a moment’s notice. In the age of the modern buyer, they come to the sales interaction better prepared and better informed than ever, with expectations for a fully digitized and seamless experience.

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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? Continue reading article ›

Successful Sales Communication Strategy in 6 Steps

sales communication strategy

ABC: The motivational sales shorthand for “Always Be Closing” might as well also stand for “Always Be Communicating,” because sales runs on communication. From opening pitch to closing deal, effective communication supports every step in the buyer’s journey and provides a critical link between sellers and internal teams such as marketing.

But sales communication can be a double-edged sword. While its importance in providing sales with critical connections is undeniable, it has the potential to overwhelm or distract sellers from their goals if there is no strategy guiding it. Quality, not quantity, is the key for sales leaders looking to create effective sales communication strategies for their teams. After all, sending more email updates won’t make your sales team any more informed if they aren’t finding the content relevant, valuable, or easily accessible. The guiding goal of any successful sales communication strategy should be to provide salespeople with the right information, in the right place, and at the right time.

Read on for the who, what, when, where, how, and why of developing a sales communication strategy. With these best practices, you’ll have a framework for communicating with your sales team that will keep them informed, prepared, and focused on the goals that matter.

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