Highspot Blog

7 Steps to Getting Started with Sales Enablement

7 Steps to Getting Started with Sales Enablement_Blog-Banner-Image_1200x734px

Last week, we talked a bit about the struggle between sales and marketing surrounding content marketing. It’s nothing new, and it’s also no secret that sales and marketing don’t always see eye-to-eye.

No matter the side of the fence on which you reside, this is one of those internal battles with no winner. Both sides lose – as does the company they represent – when revenue opportunities are lost due to miscommunication and finger-pointing.

But, there is a fix.

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Wrapping Up at HubSpot’s Inbound 2015

Wrapping up at HubSpot's Inbound 2015_Blog-Banner-Image_1200x734px

When it comes to marketing trade events, there are events, and then, there is Inbound. By far my favorite event of the year, Inbound is like no other: a party packed with some of the best and brightest minds of our day–from ground-breaking marketers and writers to new media stars to philanthropists—all in one place, all ready to share their secrets to success with attendees.

Where else can you rub elbows with Seth Godin, Marc Maron, and Chelsea Clinton in the same place? Nowhere else.Continue reading article ›

Putting the “We” Back in “Team” for Sales and Marketing

sales and marketing alignment

There’s a classic beer commercial featuring a self-centered football player, pouting to a TV reporter in an interview after a particularly devastating loss. The player, unable to see past his own shortcomings, tells the reporter that he puts the loss “squarely on the shoulders of his teammates.”

Nonplussed, the reporter conducts the remainder of the interview and reminds our flawless player that “there’s no ‘I’ in ‘team,'” to which the player quips, “Yeah, well, there ain’t no ‘we,’ either.”

Often, in the world of sales and marketing, even the most seasoned professionals fall victim to the “there ain’t no ‘we,’ either” sentiment. It’s “us against them,” where “them” is the side of the fence that we’re not on.

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Going to Inbound? Join Us to Learn How to Become a Content Marketing Hero

Going to Inbound? Join us to learn how to become a content marketing hero_Blog-Banner-Image_1200x734px

With Hubspot’s Inbound event in the coming weeks, I’ve been thinking a lot about how technology has changed marketing over the last decade.

Technology is a fickle (and phenomenal) business partner. It’s never static. It’s always evolving, always moving forward, always anticipating our next desire before we even have it. Improvements are around every bend – and I think that is a great thing, especially for content marketers.

Naturally, content marketing has evolved with technology. In the beginning of the tech revolution, we delighted in the ability to influence the sales cycle with our new websites. In more recent history, we began leveraging mobility and the “always on” nature of today’s consumer to decouple “work time” and “fun time,” targeting potential clients at the right time in their decision-making process.Continue reading article ›

Content Is King … Or Is It?

Content Is King. ....Or is it?_Blog-Banner-Image_1200x734px

Almost 20 years ago, a tech industry luminary proclaimed with confidence that “content is king.”

The luminary’s name is, of course, Bill Gates, and he was spot-on. Gates spoke of a world in which the sheer breadth of information available on the internet would be the factor that made it compelling. He noted that “those who succeed will propel the internet forward as a marketplace of ideas, experiences, and products — a marketplace of content.”[1]

While Mr. Gates was talking specifically about monetizing the internet, the idea of content leading the charge when it comes to all aspects of marketing has made its way into the lexicon in an undeniable way.

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Sales Content Analytics Drive Business Optimization

sales content analytics drive business optimization

In the Mad Men era, marketing was considered a cost center where “creative types” made glorious advertising campaigns but had very little ability to measure their impact on sales.

Now, thanks to the Internet, marketing automation, and other technology, we can measure nearly everything in marketing, tracing our impact all the way down to influence on revenue and ROI. This ability to measure marketing’s performance and receive instant feedback on what works has revolutionized marketing.

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The Sales Content Conundrum

The Sales Content Conundrum_Blog-Banner-Image_1200x734px

Where does it come from? How do you measure its effectiveness?  Is it different than marketing content? Salespeople are in a unique position as they deliver materials and messages to prospects and receive real-time feedback on it whether that be via actual discussion or the fact that a prospect moves through the buying cycle as a result. Often they create their own content derived from assets supplied by the marketing team that reflect these learnings as well as their personal spin on things.  In most cases, this feedback fails to make its way back to the marketing team and the problem just reinforces itself including no visibility to the gaps being filled by the salesperson’s own efforts.

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Don’t Ignore the Last Mile of Your Sales Process

sales process and alignment

The “last mile” is a phrase that can trace its origins to the communications industry and describes, “the final leg of the telecommunications networks delivering communications connectivity to retail customers, the part that actually reaches the customer.

It can often be a bandwidth bottleneck as the network tries to deliver communication services to the customer. This last mile wouldn’t be possible without the network in place, but ignoring it jeopardizes the customer experience. How does this apply to a sales process? In a very similar way, actually.

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How to Prove Your B2B Marketing Is Actually Working

how to prove your b2b marketing is working

They’re common questions asked in executive team meetings, board meetings, and even in marketing staff meetings:

“How do we know our marketing is working?”

“Is the expense worth it?”

“Is the investment delivering the results we expected?”

Marketing is a way to scale a business and requires an investment to do so that rarely pays off instantly. Good B2B marketing is built on a strong foundation of brand, messaging, and positioning that is then driven into the market through various tactics, ultimately paying off in sales funnel activity and customer wins.

There are many steps to the process, especially in complex B2B sales environments where there are many decision makers, lots of reviews, and frequent gaps between requirements and what is offered.

While there are many metrics that highlight performance and investment return to choose from, the two key measures that will reveal if your B2B marketing is working are:

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CIO Magazine: Getting a Handle on Marketing Technology

CIO Magazine: Getting a Handle on Marketing Technology

Interesting article from Tom Kaneshige at CIO magazine highlighting Highspot and how we score content based on its performance in the sales cycle.

Highspot: Every marketing tech conference will have a theme on content, whether it’s creating original content, aggregating content or amplifying earned content. Highspot, which recently raised $9.6 million in a Series A round, has built a content-scoring engine. It looks at a company’s marketing collateral, such as PowerPoint slides, case studies, data sheets, brochures, call scripts and battle cards, and analyzes how well they performed.

Judging and scoring a piece of content’s performance is tricky, because it’s unclear what the content’s role might have played in, say, a sale.

“This attribution problem is real,” says Highspot co-founder and CEO Robert Wahbe. “One of the ways we try to solve this is to shorten the time horizon. Did this brochure help close a 9-month deal? Hard to say. But did this brochure move to a conversation or proof-of-concept? That’s better.”

Read the article at http://www.cio.com/article/2899092/marketing/getting-a-handle-on-marketing-technology.html.