How Avery Dennison influenced $20M+ in revenue

In B2B manufacturing, insight can be hard to come by. But the team at Avery Dennison doesn’t settle for guesswork. Instead, they partner with Highspot to:

• • Empower sellers with up-to-date content and training
  • Connect sales and marketing activity to revenue
  • Strengthen brand consistency at global scale

Searching for data-informed insight

Avery Dennison scaled from a single product to a global leader with an extensive portfolio and customers in every industry. To win in this environment, its sellers need extensive product knowledge, on-brand collateral, and the ability to apply it all in hyper-specific scenarios. But as the business grew, visibility didn’t keep pace. Avery Dennison needed insight into what worked (and didn’t work) in the field. Without it, it was difficult to prioritize marketing investments and maintain control over brand equity, let alone scale and reinforce winning sales behaviors.

“In B2B manufacturing, you often can’t make fast, data-driven marketing decisions,” began Jessica George, director of marketing and communications at Avery Dennison. “Data was a major outage for us. We maintain 250 pieces of collateral and couldn’t tell if it was being used, was in the right condition, or was influencing purchase decisions.”

Avery Dennison turned to Highspot to understand how marketing content and sales behaviors influence deals and revenue.

Opening a window into performance data

With Highspot, Avery Dennison centralized go-to-market workflows. Marketers gained control over their content and reduced the risks of outdated or inconsistent messaging diluting brand equity. Sellers found simplicity, able to surface trusted content and share it from their mobile devices while on the go.

Every share sent captures buyer engagement data, giving sellers clear signals on how to move deals forward. Because that data flows into both Salesforce and Highspot, marketers can connect content usage to deal outcomes, which is helping them prove their impact and invest with data-driven precision.

While this approach has improved buyer engagement by 22%, it’s just part of the story. Avery Dennison also uses Highspot to train sellers on new products as its portfolio expands. With training and content at their fingertips, sellers are better equipped to confidently position every product and adapt to any scenario.

Scaling winning sales tactics

At Avery Dennison, go-to-market execution runs on Highspot. With training, content, and engagement unified in one platform, the organization understands exactly what works and can scale the content and behaviors proven to drive revenue.

“We see a 100% overlap between reps that pitch, use Digital Rooms and complete training in Highspot and top-performing reps,” concluded George. “Reps feel confident that these behaviors give them a better chance of hitting their sales goals.”

With Highspot, Avery Dennison brought clarity to a complex manufacturing environment—giving teams the data and insights needed to understand which content performs across products and industries. As a result, its teams can make informed, data-driven marketing investment decisions and scale consistent, high-impact selling behaviors globally. Today, content shared through Highspot influences well over $20 million in closed-won revenue annually.