Mapping and Measuring Content Across the Buyer’s Journey
Today’s buyers rely more heavily on technology and less on human interaction for information-gathering, so your sales team has to be equipped with effective content to move buyers through the purchase process. On average, 74% of buyers choose the rep that was first to add value and insight. However, in a recent study, SiriusDecisions found that an alarming 71% of sales leaders say that their sellers fail to connect their solution to prospects’ needs.
To address this gap, content and product marketers need to equip salespeople with content that addresses the right questions and pain points for the right persona and at the right stage.
Download the Highspot resource kit, which includes the eBook and content heatmap template, to learn how marketing and sales enablement teams use analytics to optimize content, provide content guidance to their sales teams and, ultimately, drive more successful buyer interactions.
Whether or not you already have a content management strategy, your marketers and sellers will benefit from these content mapping, curating, and measuring best practices.
Gartner’s recent report evaluates 19 digital content management providers for must-have sales enablement features.
Strategic insights and practical tips on managing, customizing, sharing, and analyzing targeted content to support ABM.