How Viant Technology Boosted New Business by 29% with Highspot

Product innovation sparks new support needs

A regular launch cadence, a recent acquisition only just now in the rearview, and industry-leading innovation in AI—suffice it to say, Viant Technology has been rapidly evolving. To accompany all of this evolution, it has been hard at work dreaming up meaningful ways to convey its value to a variety of customers and prospects. 

With a wide customer base spanning everything from retail and automotive to pharmaceuticals and travel, effectively communicating that value can be complex. “Everybody needs to advertise their business,” began Andrea Bras, vice president of product marketing at Viant Technology. “But it’s a lot of education. We have to work with our consumers and clients so they understand the huge opportunity in front of them, which keeps us very busy.” 

Much of that education has to come from reps—it’s their responsibility to compellingly showcase Viant Technology’s value to a variety of potential customers. Unfortunately, a previous enablement tool made it a difficult task. The legacy system left sellers wasting valuable time hunting down assets, manually customizing decks, and trying to stitch together compelling narratives. “We had really legacy tech,” explained Bras. “We did our best, but you can only do so much. It wasn’t scalable.” Reps were stuck doing the heavy lifting when customizing content, which slowed their velocity and made it difficult to engage prospects in every industry.

As Viant Technology brought AI-powered innovation to the market, it knew the momentum was there. But the stakes were high, and a disjointed, status-quo solution couldn’t cut it anymore. Realizing that its previous solution left reps struggling, Viant Technology knew it was time to change. With Highspot’s unified platform, it could unite content, training, and engagement capabilities—everything reps need to craft compelling stories, create personalized content, and develop the skills to bring it all to life.

Unified platform readies go-to-market teams to seize the moment

Viant Technology was poised for growth. It had a vision—it just needed to align its go-to-market teams and equip them to achieve it. With Highspot, it did exactly that. “We needed go-to-market alignment,” explained Bras. “I saw the opportunity with a unified platform. Seeing it play out has been a wonderful experience.” 

Across the go-to-market organization, teams felt the benefits: Content was well-organized and instantly accessible. Reps self-served content, guidance, and training with confidence. Marketers trusted that their assets were governed and controlled. The enablement team knew their training efforts resonated, as the unified platform helped reps re-engage with learning and resulted in a 109% increase in rep participation in training. In short, Viant Technology created a unified environment for cross-functional collaboration. 

With its go-to-market teams working in lockstep, Viant Technologies turned its attention to reps. To prime its sales teams to tell effective, well-personalized stories—and do so efficiently—it began leveraging Highspot’s AutoDocs. “AutoDocs creates an easy pathway for sellers to pull in problem statements based on where their discovery questions take them with their clients,” continued Bras. “They can then choose the right core messaging, verticals, and channels, all within an easy, structured framework.” 

Reps fill out a short form and answer a few questions. In minutes, they’ve created a perfectly personalized pitch deck. “It used to take sellers at least 30 minutes to build a deck,” shared Bras. “On average, sellers who use AutoDocs build decks in 3.2 minutes. The time it takes reps to find what they’re looking for and build compelling content has been second to none.” AutoDocs has reduced the time spent on painstaking personalization tasks by 90%. With a unified platform aligning its teams, equipping reps, and simplifying buyer engagement, Viant Technology has primed its teams to seize the moment to its fullest.

Collaborative environment creates an avenue for revenue growth

At Viant Technology, Highspot has become a crucial part of reps’ everyday workflows. “Reps are in and out of Highspot,” shared Bras. “They love it. We hear nothing but great feedback.” But enthusiasm for the unified platform isn’t limited to reps: The entire go-to-market organization sees its value. “We’re breaking down silos,” enthused Bras. “We’re having meaningful conversations. Everybody’s using Highspot in different ways, so it’s driving faster, smarter go-to-market execution.”

It’s not just anecdotal—Viant Technology has the data to prove it. A recent hotspot attribution effort found a clear correlation between engagement with the platform—and the content, guidance, and training therein—and improved outcomes. “When you take a seller that’s not really using Highspot and layer on the best Highspot activities, we found that you have an opportunity to enhance their new business by 29%,” concluded Bras. “We used that same lens with total revenue, engagement, and incremental increases with existing business. Every single one had remarkable results.” Newfound alignment, productivity gains, and tangible impact on the metrics that matter most—with Highspot, Viant Technology has accomplished everything it set out to and more.