How iCEV boosted external view time by 60%

Educate, serve, and inspire: It’s how iCEV develops the leaders of tomorrow. As it introduces innovative education solutions to students across the country, iCEV partners with Highspot to: 

• Reduce manual lift with AutoDocs to create customized content in seconds
• Deliver personalized buying experiences with curated Digital Rooms that cut through the noise
• Reach buyers with modern experiences that are increasing attainment and improving outcomes

A plan to cut through the noise

iCEV’s go-to-market teams faced a classic challenge. As they strove to deliver highly personalized buying experiences, the lack of a scalable system for content creation led to:

• Strained marketing capacity
• Stalled sales execution
• Slowed deal velocity

Personalization captures attention. In a noisy market, that edge makes all the difference.

“Think about how noisy our world is,” began Hannah D’Angelo, revenue enablement lead at iCEV. “When there’s so much coming at us, what are we not filtering out and deleting? Things that feel personalized.”

iCEV’s teams saw the positive impact of personalization on buyer outcomes. But high demand for custom content placed significant strain on the marketing team’s capacity and, in turn, slowed execution in the field.

With each request, the strain only compounded. “Reps wanted personalized things for our states and regions, but we could not turn it around quickly enough for them,” explained D’Angelo. “That ended up being frustrating for our marketing team and for the rep. It created friction and slowed down deal cycles.”

The organization needed to automate the manual workflows slowing its teams down and, luckily, already had the right solution in its tech stack. By investing more deeply in Highspot’s buyer engagement capabilities, iCEV found a winning edge, empowering its teams to deliver tailored experiences with consistency, control, and far less manual effort.

A system for scaling personalization

As iCEV built a scalable system for personalization, it started with Digital Rooms. 

“We strategically picked ten people and had them test Digital Rooms,” shared D’Angelo. “When we rolled it out, they were singing their praises.” With a handful of champions leading the way, adoption grew quickly. 

Some reps leveraged Digital Rooms to share state-specific materials with prospects. “We have some reps that own one state,” added D’Angelo. “For example, one rep just has a North Carolina Digital Room, customized with state-specific content just used for pre-sales.”

Others combined Digital Rooms with AutoDocs to create bespoke experiences for high-priority deals. “We have a really big school district in Florida,” continued D’Angelo. “We created a really white-glove service for them. We made a very customized Digital Room and included an AutoDoc within it that had their look, feel, and logo on it.” 

At iCEV, reps hit the ground running with Digital Rooms and AutoDocs. With pre-built, marketing-approved templates, they’re self-serving custom content the moment they need it, and no longer losing velocity to manual processes. 

With elevated experiences raising the bar for every touchpoint, iCEV: 

• Reduced internal friction and frustration 
• Streamlined previously manual processes 
• Simplified personalization and secured a winning edge

Now, buyers are more engaged than ever, with view time on external shares increasing from 300 hours to over 480, representing a 60% year-over-year increase in external view time. 

iCEV’s go-to-market teams have reimagined how they engage buyers. With consistent, controlled Digital Room and AutoDocs templates, it has reduced the strain on its marketing team and restored speed to its sales team.

The engagement flywheel is spinning faster and faster. As reps’ selling behavior shifts, iCEV has found that teams leveraging Highspot’s buyer engagement capabilities deliver at a higher level than those that do not.

“Digital Rooms have improved our education partners’ understanding of—and success with—iCEV, driving stronger outcomes,” shared Jim Kirchner, chief revenue officer at iCEV. “They also directly boost sales rep performance: the states exceeding quota most consistently are the ones using Digital Rooms most.”

With Highspot, iCEV has:

• Boosted buyer engagement by dozens of hours
• Increased quota attainment in heavy Highspot users
• Strengthened the depth and quality of every buyer interaction

As adoption grows, so too will the impact on iCEV’s outcomes. The team is on the right track, with content engagement increasing by 27% year over year.