In a world where AI is reshaping buyer engagement, what truly sets companies apart is the ability to deliver personalized, meaningful experiences at scale. Yet, it’s often easier said than done, as nearly half (47%) of organizations today struggle with their customer experience, unable to remove friction throughout the buyer journey.
Enter Digital Rooms—personalized, always-on microsites that serve as a single source of truth for prospects throughout the deal and beyond. By consolidating relevant resources into a curated experience through Digital Rooms, go-to-market (GTM) teams can remove friction and build trust with buyers, helping them make informed decisions and move deals forward at their pace.
Here are a few tips to help your GTM teams use Digital Rooms to streamline execution and deliver stand-out experiences that captivate today’s buyers.
Leverage templates to deliver consistent, on-brand experiences at scale
For many GTM teams, it’s challenging to ensure that every email, asset, and interaction uses the right messaging. On top of that, reps often don’t have the time to create custom assets and draft tailored emails from scratch for every buyer.
Digital Room Templates make it easy for teams to stay on message, without slowing them down. With pre-approved messaging, content, design, and guidance, these templates expedite reps’ abilities to engage buyers. Enablement and marketing gain confidence knowing that the experience is aligned with their strategies—and reps no longer have to reinvent the wheel each time they want to engage a new buyer. With ready-to-use templates, they can deliver customized, on-brand experiences quickly and consistently.
TIP: To drive more consistent, high-impact engagements with buyers, surface your Digital Room Templates prominently in Highspot to drive adoption with reps. Templates featured on homepages or Overviews are 6x more likely to be used by reps. The result? More curated experiences, consistent messaging, and greater buyer confidence.
Make it personal—and maximize engagement
While templates provide a strong starting point to scale consistent experiences, personalization helps you drive further value with buyers. Prospects and customers today don’t just prefer personalized experiences—they expect them. To meet the demands of modern buyers and drive deeper engagement, 39% of organizations are investing in technology to help personalize buyer experiences in the next year. However, creating tailored experiences for customers doesn’t have to come at the expense of reps’ time.
With AI-powered Digital Rooms, personalization becomes simple and scalable. In short order, reps can build high-impact experiences for buyers—tailored to their industry, location, and needs with just a few touches. These small moments of customization help boost engagement with buyers, ensuring relevance from the very first interaction.
TIP: Customize your Digital Rooms and add content tailored to your buyer’s needs to delight buyers and enhance engagement. Personalization pays off, as Digital Rooms with unique content see 7x more viewing time. By creating more tailored experiences, you can more easily capture—and maintain—buyers’ attention.
Use Digital Rooms as a dynamic deal hub to empower buyer decision-making
Once personalized, your Digital Room can evolve from a one-time resource into a dynamic hub your buyers can revisit throughout the deal. This is crucial in today’s non-linear, multi-stakeholder buying journeys—where it’s no surprise that 41% of companies struggle to engage new buyers.
Digital Rooms help resolve this challenge, serving as interactive portals that buyers can leverage throughout the sales process to access the resources they need. Instead of relying on stagnant or disconnected communication channels to stay informed, buyers can simply revisit an evergreen, dynamic Digital Room to access the resources they need. Reps can keep these microsites fresh with the latest meeting recordings, next steps, and relevant content to keep the deal moving forward. In doing so, you can empower collaborative, buyer-led decision-making.
TIP: Update your Digital Room with the most recent meeting recordings so buyers can easily refer back to crucial conversations or catch up on what they may have missed. In fact, Digital Rooms that include meeting recordings see 2x more viewing time. By leveraging a Digital Room as an always-on portal, updated with the most relevant resources your buyers need, you can continue to engage them throughout their lifecycle.
Build experiences that turn engagement into action
Winning today starts with a buyer-centric experience. Digital Rooms make that possible, serving as dynamic, always-on portals that connect buyers with the information, content, and insights they need to feel confident in moving deals forward.
By using Digital Rooms to streamline buyer experiences, scale personalization, and ensure more consistent messaging, GTM teams can build buyer trust, accelerate deals, and deliver more impactful buyer experiences.
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.
