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buyer engagement and sales enablement

What Is Buyer Engagement?

Buyer engagement describes the interactions between buyers and sales reps. Some examples of buyer engagement include opening an email, watching a video, reading content provided by a rep, and answering a rep’s phone call. The more meaningful the interaction, the more likely a buyer is to work with a rep.

Why Buyer Engagement Matters

As today’s buyers rely more heavily on technology and less on human interaction to gather information, a new dynamic between buyers and sellers has emerged. This relationship now rewards sales reps who engage buyers with valuable insights and subject matter expertise swiftly and at every stage of the buyer’s journey. A recent Corporate Visions study found that 74% of buyers choose the sales rep that was first to add value and insight.

This shift in buyer expectations has forced sales leadership to acknowledge the importance of adopting an engagement-centric sales methodology. Modern buyers are now in the driver’s seat of their purchase journey, which means that if sellers hope to win their business, they have to engage them with new and valuable information at the right time. By meeting buyers where they are and providing relevant information, sales reps establish their position as an expert. Dun & Bradstreet reports that 86% of buyers who have received a personalized content experience believe it has an impact on what they purchase.

When sales reps provide buyers with value during each interaction, they create a great buying experience that puts them at the top of the list for the vendor of choice.

Amplify Buyer Engagement with Sales Enablement

However, sales leadership and enablement teams have to know if their sales reps are performing the right activities to engage buyers and to do so they have to quantify the impact of engagements. By tracking the activities of sellers and the resulting engagement data, sales leadership and enablement teams have insight into what practices and content are working, and what’s falling flat. Knowing what sales pitches are opened, what content is viewed, and if those deals move to closed-won provides sales leadership with concrete best practices they can use to coach their sales reps.

Giving sales reps insights into the impact of their engagements also allows them to build an arsenal of effective best practices. With these proven best practices, reps can then confidently interact with buyers, but they must first be equipped with the tools to execute successfully.

Enter sales enablement.

Sales enablement tools like Highspot intuitively integrate into the workflow of sales reps, improving their ability to engage buyers in three significant ways.

  1. Reaching Prospects Where They Are
: Sales reps can engage buyers via channels such as LinkedIn and Twitter, email, sales communication tools, and more.

  2. Real-time Engagement Tracking
: Reps get real-time notifications and alerts when a prospect has opened, downloaded, or shared content, including time spent on each page or individual slide.

  3. Customization Made Easy
: Reps can create custom content for every buyer experience, with inline editing even allowing sellers to Remix content of different types from multiple sources.


Today’s buyers move fast and expect valuable, personalized insights at a moment’s notice. With a sales enablement tool, sales reps can engage buyers at the right time, everywhere they are — while delivering customized content that will resonate and demonstrate value. Sales reps can now find the right content, customize it for their buyer, and deliver it without ever leaving their workflow.

If sales reps are going to increase the velocity and success of their buyer engagements, they will need a sales enablement solution to amplify their efforts.

To learn more about how sales enablement tools amplify buyer engagement efforts, visit Highspot’s booth at Outreach Unleash in San Diego, CA from March 10 to 15.


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