Boosting Adoption and Engagement With a Centralized Platform
After implementing Highspot, the Zappi team revolutionized their approach to content governance. With the ability to distinguish between content types and ensure the right permissions based on roles, the team made it easier for reps to not only access what they need, but trust that the information they access is ready to use with buyers. “With Highspot, it’s very easy to mark items as internal or external-facing,” explained Hunt. Additionally, Highspot’s search capabilities have helped the team locate the right information exactly when they need it. By transforming their approach to managing content, the team was able to achieve 87% content findability.
With a refined content strategy, the team has also redefined what success looks like when it comes to engaging buyers. For example, the team leverages Pitch capabilities in Highspot to share content externally with buyers and personalize communications at scale. Then, the team leverages Analytics to track what is and is not resonating with buyers in order to optimize their strategy. “With Highspot’s Pitch capabilities, we are able to track engagement – and not just who you sent it to, but if he or she was sharing it with others,” highlighted Hunt.
Additionally, sales teams are leveraging Digital Rooms in Highspot to efficiently and effectively tailor buying experiences. “Our best account managers have set up individual landing pages for their accounts, serving as repositories or hubs,” said Hunt. “Instead of sending 50 emails to all of our contacts with an individual attachment or hyperlink, it just updates right in their hub.” What’s more, this approach is resonating not just with buyers but with the sales team. In fact, Zappi has achieved 89% Pitch adoption, representing an improvement of 13%.