How Bright Horizons Improved Data Visibility by 100% with Highspot

Scaling organization needs more robust support

Bright Horizons has a considerable reach: From parents to employers, it serves a wide range of customers, each with vastly different needs and goals. Needless to say, it’s a lot for reps to manage. “We have a number of products and services,” began Karen Gauthier, senior manager of growth enablement at Bright Horizons. “We also have three different main lines of business, and all of them have unique needs.”

For reps to successfully navigate every potential selling scenario, they needed to intimately understand each prospect’s environment—and be able to speak meaningfully to Bright Horizons’ value. That’s where Bright Horizons’ enablement team came in. “The job of enablement is to serve up bite-sized content and context for a specific situation—different clients, different industries, and all of the different regulations involved,” noted Gauthier. However, the team’s previous enablement tool struggled to support them in this effort. “I was there for all the growing pains with the original tool,” explained Gauthier. “It allowed us to understand what was available, but it hit its limit in growth and scalability. We needed more.” 

The previous tool just wasn’t built for a growing organization. As the team sought to equip sellers with the right content for the right moment and the right buyer, the gaps in the tool became unbearable. “People were used to just dropping content in an email and sending it out,” continued Gauthier. “We were losing not only the ability to repeat it but also track the engagement data or relate it to records in Salesforce.” For every email sent, essential data slipped through their fingertips, making it impossible to pinpoint which content or strategies worked in which scenario.

The cracks in their previous tool eventually became too painful, and the team knew they needed to make a change. “We took a long look at what we needed and did our due diligence,” shared Gauthier. “We came upon Highspot as the best-in-class tool for our needs.” 

New partnership elevates buyer engagement

Inspired by Highspot’s Digital Rooms, the team hit the ground running from day one. “We were out in the market looking for something to elevate our users into,” noted Gauthier. “We wanted a template that could be reused but also customized with an easy interface.” They had a vision for a data-driven engagement strategy and did everything they could to bring it to life quickly. “We had a very tight rollout,” explained Gauthier. “It was five weeks and all hands on deck.” 

Once those busy first five weeks concluded, the team took the first step in their Digital Room journey. “We started by getting people used to email pitches and link pitches, so they were familiar with sending content from the tool,” added Gauthier. “That went really well.” Gradually, reps grew more comfortable with the platform, with 83% of users regularly using Highspot. Now, the team is taking the next step—getting reps fluent in using Digital Room templates for key scenarios. “We have a few prototypes of different Digital Rooms,” enthused Gauthier. “The initial feedback has been very positive. It’s been very successful so far, and we’re excited to expand it further.”

The team’s focus on Digital Rooms serves a two-fold purpose: While Digital Rooms elevated the experience for buyers, they also introduced essential engagement data. Using that data, the team can define which assets work best with specific buyer types and at specific stages in their journey. “Whenever somebody externally shares something, we can gather all the engagement information, tie it to Salesforce, and see which pieces of content push it further at each stage of the deal lifecycle,” noted Gauthier. As external sharing behaviors increase, it will only enrich the data the team has to work with and enable them to supply reps with proven-to-work content and context for every scenario. “That’s what we hope to get to: providing the right content at the right time in the lifecycle,” continued Gauthier.

Newfound visibility informs future growth

New engagement strategies and a more intuitive user experience fueled high adoption for Bright Horizons. With a single source of truth, reps could easily surface (and share) relevant content for every buyer type, which sparked a 109% increase in content usability. With a streamlined engagement workflow and access to essential data, Bright Horizons’ enablement team now has the visibility to create a data-backed playbook for engaging buyers at every stage in their journey. “In terms of information about what people are viewing and which pieces of content are better received than others, it’s a 100% improvement over where we were before,” enthused Gauthier. 

With a solution built for scale, the team has the support they need for today and tomorrow. And, as those support needs change, they can trust that their platform will rise to the occasion to support them. “One of the biggest wins we’ve found so far is that Highspot is flexible enough to give and take for what we need,” concluded Gauthier. For all the growth that the future holds, Bright Horizons and Highspot are ready to achieve it, together.