The buying journey has changed dramatically. With more self-service, fewer live interactions, and higher expectations, today’s buyers demand smarter, faster, and more tailored experiences. Yet many companies are still relying on outdated approaches that fail to connect.
Research from the State of Sales Enablement Report 2025 emphasizes this disconnect: nearly half (47%) of organizations today struggle with their customer experience, and 41% say buyer engagement is a key challenge. Today, moments of human connection are fewer and farther between, so every interaction matters. How can you successfully capture and maintain buyer attention in this new world?
Top teams are using AI to augment traditional engagement strategies and create more personalized, streamlined, and secure experiences. And with new innovations from Highspot’s Spring 2025 Launch, this next era of AI-powered buyer engagement is within reach.
Here are three strategies that high-performing teams are implementing to evolve their approach to buyer engagement and drive more impact.
Build buyer trust through tailored, secure engagements
Modern buyers expect more than just relevance—they expect trust. In an AI-first world, earning that trust starts with protecting data, making confidentiality and privacy table stakes for today’s buyers. However, many companies are struggling to keep up, as 20% of businesses cite compliance as a key challenge this year.
Along with security, buyers value personalization across the buyer’s journey, from tailored outreach, to relevant content and customized product demos. To meet this demand, 39% of organizations are investing in technology to help personalize buyer experiences in the next year.
Digital Rooms are quickly becoming essential for go-to-market teams looking to provide standout experiences that balance both personalization and privacy—with 48% of high-performing organizations investing in them. And new features in Highspot, like email verification for Digital Rooms, are making it easier than ever for reps to create a trusted environment where buyers can feel secure and supported.
TIP: Leverage Digital Rooms to earn buyer confidence. Customers who use Digital Rooms see 2.3x higher buyer engagement and influence 38% more opportunities. Including personalized content in your Digital Rooms—such as custom slide decks or meeting recordings—can boost engagement even more, reaching up to 6.5x higher viewing time.
Transform rep productivity with AI
Highly personalized experiences do not have to come at the expense of reps’ time. With AI powering go-to-market execution, sellers can work smarter—tailoring outreach, scaling engagement, and supporting customers without compromising on quality. By connecting data and insights to recommended actions, AI helps sellers stay one step ahead and maximize impact with modern buyers.
To optimize rep productivity, 42% of high-performing organizations are investing in automatic content generation, allowing reps to instantly create customized resources for buyers. These capabilities don’t just make reps more efficient—they make engagements more relevant and impactful.
TIP: Leverage AutoDocs to scale personalized experiences without the manual lift. Customers who use AutoDocs to share custom content with buyers see 2x higher engagement.
Power business outcomes with actionable insights
Only 10% of teams today are very confident in their ability to measure their go-to-market initiative performance. To close this gap and accelerate execution, go-to-market teams are taking advantage of AI-powered analytics. These insights help enablement teams more easily understand what’s resonating with their reps—and, more importantly, what’s driving real business impact.
The enhanced Play Scorecard helps make this possible by providing actionable insights into how your contextual guidance influences rep behavior and revenue outcomes. With new CRM filters, you can segment insights based on business outcomes, regions, SKUs, and more, making it easier to assess how sales plays help your reps move the needle on the results that matter most to your business.
TIP: Use outcome-based analytics to understand not only which of your enablement efforts are being adopted but also what’s actually working. Identifying gaps in your go-to-market strategy allows you to optimize and ensure reps are demonstrating the right behaviors with buyers. Customers who use the Play Scorecard to track whether guidance is resonating with their customer-facing teams—and refine accordingly—see a 12% increase in buyer engagement.
Transform buyer engagement into revenue impact
Buyer expectations have changed—and will continue to change—with the influx of digital innovations, self-serve tools, and constant information overload. To stand out in this crowded landscape and win buyer attention, winning organizations are personalizing, guiding, and protecting every interaction.
By delivering tailored, secure experiences at scale with Digital Rooms, accelerating rep productivity with AI-powered workflows, and informing business decisions with data-driven insights, you can achieve consistent go-to-market execution and revenue growth.
This blog post is part of Highspot’s research-backed blog series, Highspot Insights. With the help of our research teams, we provide data-driven best practices for sales enablement. If you have a topic you’d like to learn more about, please let us know. We’d love to hear from you.
