INTEGRATED SALES ENABLEMENT EMPOWERS CONNECTED RELATIONSHIPS
After implementing Highspot, Ritchie Bros. not only provided reps with a seamless, efficient way to access all marketing collateral, sales materials, and training, but it also delivered an intelligent way to engage buyers and build relationships.
First, the team used Highspot’s integrated Spot structure to establish a unified hub for each sector and vertical. This gave sales reps a centralized location to find and leverage the information they needed to build personalized, connected relationships with their customers. To further enhance personalization, the team also began leveraging Digital Sales Rooms to curate compelling sector-based and persona-based materials in a flexible microsite. This helped the team achieve a 75% adoption rate of Pitch capabilities in Highspot.
Additionally, the team integrated Highspot with their Salesforce instance, allowing sales reps to easily access the right resources for every customer directly within their workflow. With the integration, reps can even send Highspot Pitches directly from the CRM, streamlining buyer engagement. “Highspot gave us a one-stop-shop where our reps can find, send, and track the collateral, all in one tool,” said Culkin. “It literally just takes a couple of clicks. The whole process is so quick, seamless, and easy that any rep can manage it.”
As reps began adopting Highspot in their daily workflow, the team also began leveraging Highspot Analytics to understand how their buyers engaged and interacted with content throughout the sales cycle. This insight provided impactful CRM inputs and highlighted both areas of success and room for growth. With these Analytics, Ritchie Bros. had the information they needed to make data-driven decisions that dramatically improved engagement. “We look back at where we see engagement with Pitch material sent via Highspot and relate that to the amount of business that we’re generating from those accounts,” explained Culkin. “Highspot has opened the door for our salespeople to get in deeper with a customer.”