With Hubspot’s Inbound event in the coming weeks, I’ve been thinking a lot about how technology has changed marketing over the last decade.
Technology is a fickle (and phenomenal) business partner. It’s never static. It’s always evolving, always moving forward, always anticipating our next desire before we even have it. Improvements are around every bend – and I think that is a great thing, especially for content marketers.
Naturally, content marketing has evolved with technology. In the beginning of the tech revolution, we delighted in the ability to influence the sales cycle with our new websites. In more recent history, we began leveraging mobility and the “always on” nature of today’s consumer to decouple “work time” and “fun time,” targeting potential clients at the right time in their decision-making process.
And, because technology behaves as it does, we live in a time unlike any other, where measurement leads the way to informed marketing decisions. Today, we can measure almost anything. And, we do. Almost.
As marketing automation platforms like Hubspot, Marketo, Pardot and Eloqua have come onto the scene, we have the ability to measure content – right until it gets in the hands of the sales team. These platforms let you analyse and optimise content marketing efforts during the first half of the sales cycle, providing analytics to show how effectively content moves.
But, where the wheels can fall off in the measurement process is when the marketing content gets further into the funnel – and farther away from marketing. Do you know which PowerPoint decks, case studies, or one sheets are most useful in closing deals? You should!
That’s where Highspot comes in. Our tools help marketing and sales work together in a way that has been needed for a very long time. By surfacing the most relevant content, providing flexible ways to present it to customers, and understanding how it performs across the sales cycle, Highspot delivers visibility and insight that drives engagement and increased sales.
Want to learn more? Check out this Definitive Guide to Sales Content Performance to understand how to take control of your content marketing by using a sales enablement platform to close the loop across marketing, sales, and your customers.
By the way, we’ll be at Inbound next week, and if you will too, swing by our display at stand S1 and let’s talk about your options in person.
Of course, we’ll have some cool SWAG, and are running a fun sweepstakes you don’t want to miss. We’ll be giving away a $200 “night on the town” gift card daily. The winners can be the office hero and take everyone out for a fun night in Boston. If you happen to be the lucky winner of the gift card, and if we meet up with you that night, we’ll double the amount at the bar of your choice.
So, come by and say hi, learn about the power of the right sales enablement platform, and try your luck at winning a fun night on the town, with our compliments.
We hope to see you there!
