CIO Magazine: Getting a Handle on Marketing Technology

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    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 CIO.com.

    John Tintle

    John Tintle is an experienced marketing leader with a deep expertise in content strategy, communications, and brand development. As the former Director of Content and Communications at Highspot, he led integrated marketing efforts that drove brand awareness and demand. John’s work focused on leveraging content to elevate the company’s value proposition, positioning, and messaging, while closely measuring the impact of marketing investments on the sales pipeline.

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