10 Valuable Benefits of Account-Based Marketing That'll Push your Marketing Goals

B2B businesses use various marketing techniques to increase revenue. Most marketers run campaigns to target a wide range of audiences. But strategies are rarely successful in the B2B world. Moreover, these companies are forced to sell to a narrow list of prospects. So, they use a combination of inbound and account-based marketing techniques to make the magic happen. But, most of them probably aren't marketing the right way.

Similarly, if the sales team fails to align with marketing in your company, perhaps, it's time to try something new. Because, as a marketer, you already know how difficult it is to decide on marketing aspects. Of course, none of these are convincing unless you aren't aware of account-based marketing and its clear and observable benefits.

The benefits of Account-Based Marketing can help you to know accurately how to measure marketing ROI. In addition, the benefits can button-up marketing-to-sales alignment, reduce or maintain the size of the sales force you need, and cater to your marketing message to specific targeted accounts.

The list of advantages and benefits of Account-Based Marketing (ABM) is endless. But, here is an attempt through the ten most valuable ones that'll push your marketing goals with ABM.

An Opportunity to Get Personal

Personalization is an essential benefit of Account-Based Marketing! ABM technology allows marketers to create more personalized messaging for specific accounts instead of creating blanket messaging for a larger number of accounts. When approaching a specific account, spending as much time and effort as creating relevant content is essential, which provides value for your targeted account.

For instance, instead of creating bulk email marketing, your efforts would work better if there is direct messaging or account-targeted ads for your accounts.

Faster Sales Process

Depending on your business, industry, and resources, the sales cycle typically looks something like this:
1) Prospect → 2) Connect → 3) Research → 4) Present → 5) Close → 6) Delight

Several investors are involved in making a final purchase decision. This can often slow down your sales and marketing process. But when you do account-based marketing, it allows making the process faster. With ABM, you get the opportunity to specifically nurture your primary decision stage, along with all relevant accounts, to facilitate the sales process.

However, with the concept of ABM, you can communicate individually to every stakeholder in an account. Hence, this would make the individual sales process faster and longer, yet very effective.

Clearer Path to ROI

ABM is precise, targeted, and measurable. And it helps you maximize your ROI. With personalization as one of the most effective marketing tactics, you select only valuable accounts, which boost your sales, and thus, ROI increases. In addition, the approach makes your team easily align sales with consistent marketing that grows ROI.

Here are some stats to support this benefit of Account-based Marketing:
  • Response rates from ABM accounts: 47%
  • Online activities: 39%
  • Number of new contacts in accounts: 36%
  • Participation in all marketing activities: 25%

Set an Appropriate Marketing Budget

A sound ABM strategy would help your marketing team focus on the targeted accounts on the various touchpoints to explore during their buying journey. Scaling ABM techniques will save a lot on your allotted marketing budget, which has been wasted on useless leads before.

From a marketing budget perspective, ABM is the best way to go for any B2B communication coupled with the newest ABM tools and strategies to target specific organizations or companies.

Experience Lesser Risk Possibilities

This benefit of account-based marketing can significantly reduce unnecessary waste and risk factors. By scaling ABM marketing strategies, you can do more. Smart ABM technology helps the same number of account managers to target, market, convert, and upsell a much larger number of accounts personally. This means there's much less risk involved. Therefore, with ABM tactics adequately set up, accounts become revolving doors—even if one contact is lost, another one will walk right in. It's that simple—ABM is a no-brainer.

Better Reporting

Your marketing campaign's effectiveness can be measured using ABM metrics. And, the truth is, the more tangible these metrics are, the more clearly you can target your account.

The main benefit of account-based marketing is that there are fewer metrics you're required to keep track of, which helps you to report better. This makes it easier to set marketing goals. And so, analyzing reports becomes a breeze compared to pulling out large sets of data from different accounts. This is because you tend to spend more time assessing each aspect of the efforts put in by you. So, the metrics help to document relevant data for all the accounts and set better goals at the end of the quarter.

So, if you're sure of your target audience, ABM is the way to go!

Sales Alignment Becomes Much Better

ABM technology provides a supplementary targeted marketing initiative, which directly aligns sales and marketing teams to work together & keep track of their efforts and goals. With that, purpose-driven activities like communication code, the collaterals to be shared, the tone of messages, and the ultimate content are put in sync between marketing and sales teams. So that these directly address the unique needs of each account.

Trust-Based Customer Relations

Companies are always looking for solutions to their problems online. In this case, ABM provides them a personalized solution through communication. Be it through blogs, whitepapers, videos, or social media, as they naturally get attracted to you if you offer to solve their problems. This further creates trust between the two. A relationship based on trust is a relationship that can lead to good sales, and future referrals may be.

Make Data-Driven Decision

As there are many benefits of account-based marketing, it effectively encourages marketers to make data-driven decisions. ABM creates a framework for sales and marketing teams to make data-driven decisions after targeting specific accounts. And then market to maximize upsell or create cross-selling opportunities by identifying prospects in the future.

The Right Target, the Right Leads

The concept of ABM is revolutionary. Its marketing methodology focuses on scoring the right leads as opposed to many leads. Why spend half of your team's energy on low-profit clients to create low-level leads when one right kind of lead can help your business to earn a double-digit revenue? As with ABM, you get to target only the accounts most likely to your business; therefore, the right leads are generated. This leads to more revenue than those hundreds of the wrong leads. This is the ultimate benefit of account-based marketing that ultimately runs your business!

ABM makes B2B marketing interesting and sensible completely.

Now you know the benefits of Account-Based Marketing. Just that you need is to implement ABM strategies and see its magic and how your business grows better than ever!

Frequently Asked Questions


How does ABM work?

ABM focuses on identifying accounts, which means companies that match ideal clients and target critical decision-makers with personalized messages and content through advertising campaigns. Content forms such as blogs, social media, and whitepapers work well with the ABM strategy.

Who uses Account-Based Marketing?

Generally, marketers prefer doing account-based marketing to identify target accounts, personalize the marketing and campaign experience. Thus, allowing the sales team to convert accounts into leads.

Does account-based marketing work?

Yes, account-based marketing works indeed. It encourages the marketing and sales team to identify target accounts, craft customized campaigns for accounts, and align individual accounts through the pipeline before and after converting into leads.

How to use ABM?

To use the ABM platform, here are the steps explained:
  • Identify targets while setting up an effective ABM strategy
  • Understand the targets
  • Define and personalize content formats
  • Choose relevant channels
  • Offer solutions
  • Measure & mold

Spotlight

Hexa Digital

Compelling B2B web design that converts visitors into valuable leads. Working with companies around the globe, we provide specialist B2B web design, digital marketing and branding services that help achieve measurable and sustainable growth. At the centre of everything we do is a creative thinking process which will ensure your brand or organisation stands out from the crowd. With over 15 years of marketing experience we have successfully handled campaigns for companies operating throughout the globe.

OTHER ARTICLES
Core ABM

The 5 Things to Know About Account-Based Marketing

Article | July 27, 2022

If you’ve been keeping up with new terms in B2B marketing, by now you’ve likely heard of account-based marketing (ABM). The term itself has been around for years, but with recent advances in technology, this tactic is now being adopted at a much larger scale than ever before. Still, surprisingly, I find that many B2B marketers are in the dark when it comes to ABM. So here’s a quick look into the future of B2B enterprise marketing, and why I think account-based marketing will be one of the biggest revenue drivers for B2B businesses in the very near future.

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Core ABM

5 Steps for Succeeding in Account-Based Marketing

Article | June 21, 2022

Relative to the mass-market approach of the B2C world, B2B promotion requires a much more targeted approach. The customers are fewer and more discerning but commensurably more valuable and enduring so whether you’re trying to win over a new client or simply keep an existing client on your side, you need to be very careful with what you’re putting out. This is the reasoning behind account-based marketing, otherwise known as ABM. Instead of distributing generic marketing materials, it picks out specific prospects (or sets of prospects grouped by various shared elements) and creates personalized campaigns to suit them. It can be extremely cost-effective, but it needs to be done smartly (which isn’t easy). To help you run a flourishing account-based marketing campaign, we’re going to look at five steps you should take along the way.

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Core ABM

How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

Article | July 5, 2022

The first lesson in this article is to stop thinking differently about ABM and B2B. Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts. Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels. With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.

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ABM IS ESSENTIAL FOR THE ALIGNMENT OF SALES AND MARKETING TEAMS

Article | February 10, 2020

Account-Based Marketing has been one of the most preferred B2B strategies for marketers. More than 90% of marketers believe that ABM is essential for the alignment of sales and marketing teams. ABM is all about fostering a better relationship with your target accounts. And especially in this digital transformation era, it’s evident that people aren’t buying products but experiences. As per a recent PwC survey, “73% of consumers cite customer experience as an important factor in their purchasing decisions”. This shift in consumer behavior is what B2B companies/marketers should take note of. Also, ITSMA reports that of the companies that adopted ABM in the past two years, 55% are seeing a significantly higher ROI than with traditional marketing.

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Spotlight

Hexa Digital

Compelling B2B web design that converts visitors into valuable leads. Working with companies around the globe, we provide specialist B2B web design, digital marketing and branding services that help achieve measurable and sustainable growth. At the centre of everything we do is a creative thinking process which will ensure your brand or organisation stands out from the crowd. With over 15 years of marketing experience we have successfully handled campaigns for companies operating throughout the globe.

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Collibra Shines with Multiple MarCom Awards for Excellence

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Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

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Highspot Launches Highspot Copilot for Sales Enablement

PR Newswire | October 23, 2023

Highspot, the sales enablement platform that increases sales productivity, today announced its Fall '23 release, delivering Highspot Copilot, a generative artificial intelligence (AI) digital assistant that accelerates companies' ability to equip, train, coach, and analyze revenue teams' execution. These new capabilities come as adoption of Highspot continues to accelerate worldwide, with the platform connecting more than 15 million users in the past 12 months. Businesses worldwide are prioritizing sales productivity, driving investment in sales enablement. According to research from Gartner® "The sales enablement subsegment grew strongly once more, rising 35.7% in 2022, after growth of 19.7% in 2021" (Market Share Analysis: CRM Sales Software, Worldwide, 2022, Oct. 2023. Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.) Highspot is accelerating the adoption of sales enablement technology by offering new generative AI and analytics capabilities, as well as expanded technology integrations that give customers a unified platform for defining, executing and measuring their strategic growth initiatives. Ease of use, governance and high adoption rates are key reasons why companies including Baker Tilly, Deluxe, Qualtrics, Ritchie Bros., and more have switched to Highspot. Sales productivity is a consistent board room topic but until now, sales enablement often hasn't been, said Robert Wahbe, CEO, Highspot. Today, that changes. Highspot Copilot injects powerful and easy-to-use generative AI capabilities into our unified platform, which, when combined with new analytical depth on leading indicators of success, empowers enablement teams to turn go-to-market strategy into revenue outcomes. Highspot Copilot turbocharges velocity and impact of enablement programs Generative AI is poised to take sales enablement to a new frontier of efficiency and impact in consistently turning businesses' growth initiatives into revenue performance. Highspot Copilot is a digital assistant that will help salespeople, marketers and enablement practitioners to: Automate:Generate accurate content descriptions, meeting summaries and action items, and much more in just seconds. Advise:Easily assess seller skills, delivery and readiness at scale with analysis of real-world sales meetings. Co-Create:Deliver personalized emails, digital room experiences and tailored meeting preparation documents with a single button click. Answer Anything:Leverage instant answers to questions in natural language based on your Highspot content. Initiative Scorecard drives growth initiative success by analyzing leading indicators in unified view Strategic growth initiatives – from launching new products to entering new markets – have historically been measured by lagging indicators, such as pipeline conversion and win-rates, which limits success and hinders agility. Highspot's new Initiative Scorecard shares the leading indicators of success for revenue teams, helping companies analyze the impact of enablement programs. This technology breakthrough unlocks new insight into how an initiative is performing to drive effective C-level strategy. Highspot's recently released Meeting Intelligence capability – which works with Gong, Microsoft Teams and Zoom – delivers meeting transcriptions, rubrics, summaries and more, and provides a key data source for the Initiative Scorecard to show how the initiatives perform in buyer conversations. Expanded Microsoft Dynamics 365 integration Highspot is delivering many new capabilities that improve its existing Dynamics 365 integration, including Engagement Genomics – AI-driven inferencing that automatically relates sellers' shared content to the appropriate accounts, leads, contacts, and opportunities in Dynamics 365, delivering a complete picture of influenced revenue for content, plays and initiatives. In addition to bringing the entire breadth of Highspot's platform to Dynamics 365 users, the company is also expanding integrations across the broader Microsoft ecosystem, from Microsoft Teams to the Azure OpenAI Service.

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Collibra Shines with Multiple MarCom Awards for Excellence

Collibra | November 08, 2023

Collibra receives multiple MarCom Awards, including two Platinum and three Gold Awards, recognizing achievements in design, publications, and podcast production. Highlighted among Collibra's successful projects is 'The Data Download' podcast, which is focused on the data community, AI/ML, and data governance education. The MarCom Awards, sponsored by the AMCP, celebrate creative excellence in marketing and communications, emphasizing the importance of creativity and branding in a competitive market. Collibra, a renowned data intelligence company, has recently announced its remarkable success at the MarCom Awards, where it garnered numerous prestigious accolades for marketing and communications. The company's outstanding achievements were acknowledged with two Platinum Awards, three Gold Awards, and one Honorable Mention, spanning categories such as creative design, publications, and podcast production. One of the highlighted endeavors among these accolades was 'The Data Download,' a podcast dedicated to the data community, AI/ML, and data governance education. The MarCom Awards are a prestigious platform that celebrates the exceptional achievements of creative professionals involved in the conception, direction, design, and production of marketing and communications materials and programs. The judges, who are seasoned industry experts, seek out companies and individuals whose talents transcend the conventional standards of excellence and serve as exemplars for the entire industry. Collibra received the following awards: Platinum Awards Collibra Impact Report Category: Creativity - Design | Annual Report / CSR Collibra Impact Report Category: Publications | Annual Report | CSR Gold Awards The Data Download Podcast by Collibra Category: Web Based | Web Element | Podcast Collibra Partner Program Brand Guide Category: Creativity - Design | Identity Suite Collibra Partner Program Brand Guide Category: Creativity - Design | Program Guide Honorable Mention The Data Download Podcast by Collibra Category: Creativity - Design | Identity Suite MarCom stands as one of the most renowned and longstanding creative competitions globally. These awards are sponsored and evaluated by the Association of Marketing and Communication Professionals (AMCP), a leading organization with a 28-year history comprising thousands of creative professionals. Denise Vu Broady, the Chief Marketing Officer for Collibra, remarked that in today's highly competitive market landscape, strong creativity, branding, design, and content have become more important than ever for brand differentiation. She expressed her enthusiasm in observing Collibra's efforts being acknowledged with multiple MarCom honors. She further conveyed her excitement in sharing this recognition with their broader team and extended her gratitude to them for their diligent efforts in earning these awards.

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Anteriad’s 177% Surge in SQLs Drives it to the Drum Awards Finals

Anteriad | November 07, 2023

Anteriad, the global B2B marketing solutions provider, proudly announced that its marketing team has been selected as a finalist for the prestigious Drum Award in the B2B: Brand and In-House Team of the Year category. The award recognizes outstanding achievements and impactful results in the B2B marketing landscape. Notable nominees include Salesforce Studio, Economist Impact, and MasterCard Creative Studio. The winner of this esteemed award will be revealed on November 29. Under the leadership of CMO Lynn Tornabene, Anteriad's marketing team has navigated through several acquisitions and a rebrand in 2022, ultimately devising a sophisticated marketing strategy that resonates with the company's B2B capabilities. Leveraging their own intent data and content syndication tools, the team crafted an effective Account-Based Marketing (ABM) strategy, delivering personalized content tailored to individual customer behavior across digital platforms. Additionally, they introduced advanced audience modeling and reporting methodologies. The team's efforts have resulted in a significant upsurge in various key performance indicators (KPIs), including a 40% increase in total leads generated, a 25% rise in engagement through nurture campaigns, and a notable 177% enhancement in Sales Qualified Leads. Notably, the team's agility and successful outcomes were recognized by Anteriad's CEO, Rob Sanchez, who expressed pride in their achievements and highlighted the team's adept use of the company's own products. Anteriad's robust marketing solutions, backed by its Marketing Cloud platform tracking over 500 billion buyer-related signals monthly, have empowered leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI multiples. With a focus on providing high-fidelity B2B buyer data, multichannel execution services, tele-based conversion, and expert advisory, Anteriad remains committed to supporting B2B marketers globally. Anteriad's heavy reliance on digital platforms and personalized content in their marketing strategy may raise concerns about privacy and data security, potentially leading to issues regarding data breaches and unauthorized use of personal information. However, the company's recognition as a finalist for the Drum Award highlights their adept navigation through acquisitions and rebranding, resulting in a sophisticated marketing approach that effectively utilizes its own data and content tools. Its notable achievements, including significant increases in total leads, nurture campaign engagement, and Sales Qualified Leads, showcase their proficiency in implementing advanced audience modeling and reporting, ultimately empowering leading companies such as IBM, Microsoft, Forbes, SHRM, and Lenovo to achieve exceptional ROI through the use of Anteriad's robust Marketing Cloud platform. About Anteriad Anteriad is a data-driven and tech-enabled B2B powerhouse, caters to the needs of growth-oriented marketing leaders worldwide. With a focus on precision and scale, the company offers a comprehensive suite of services including high-fidelity B2B buyer data, multi-channel campaign execution, tele-based conversion services, and expert advisory, all backed by its award-winning Anteriad Marketing Cloud platform. Notable clients like IBM, Microsoft, Forbes, SHRM, and Lenovo have leveraged Anteriad's capabilities, benefiting from its global reach and GDPR-compliant data solutions.

Read More

Core ABM

Highspot Launches Highspot Copilot for Sales Enablement

PR Newswire | October 23, 2023

Highspot, the sales enablement platform that increases sales productivity, today announced its Fall '23 release, delivering Highspot Copilot, a generative artificial intelligence (AI) digital assistant that accelerates companies' ability to equip, train, coach, and analyze revenue teams' execution. These new capabilities come as adoption of Highspot continues to accelerate worldwide, with the platform connecting more than 15 million users in the past 12 months. Businesses worldwide are prioritizing sales productivity, driving investment in sales enablement. According to research from Gartner® "The sales enablement subsegment grew strongly once more, rising 35.7% in 2022, after growth of 19.7% in 2021" (Market Share Analysis: CRM Sales Software, Worldwide, 2022, Oct. 2023. Gartner is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally and is used herein with permission. All rights reserved.) Highspot is accelerating the adoption of sales enablement technology by offering new generative AI and analytics capabilities, as well as expanded technology integrations that give customers a unified platform for defining, executing and measuring their strategic growth initiatives. Ease of use, governance and high adoption rates are key reasons why companies including Baker Tilly, Deluxe, Qualtrics, Ritchie Bros., and more have switched to Highspot. Sales productivity is a consistent board room topic but until now, sales enablement often hasn't been, said Robert Wahbe, CEO, Highspot. Today, that changes. Highspot Copilot injects powerful and easy-to-use generative AI capabilities into our unified platform, which, when combined with new analytical depth on leading indicators of success, empowers enablement teams to turn go-to-market strategy into revenue outcomes. Highspot Copilot turbocharges velocity and impact of enablement programs Generative AI is poised to take sales enablement to a new frontier of efficiency and impact in consistently turning businesses' growth initiatives into revenue performance. Highspot Copilot is a digital assistant that will help salespeople, marketers and enablement practitioners to: Automate:Generate accurate content descriptions, meeting summaries and action items, and much more in just seconds. Advise:Easily assess seller skills, delivery and readiness at scale with analysis of real-world sales meetings. Co-Create:Deliver personalized emails, digital room experiences and tailored meeting preparation documents with a single button click. Answer Anything:Leverage instant answers to questions in natural language based on your Highspot content. Initiative Scorecard drives growth initiative success by analyzing leading indicators in unified view Strategic growth initiatives – from launching new products to entering new markets – have historically been measured by lagging indicators, such as pipeline conversion and win-rates, which limits success and hinders agility. Highspot's new Initiative Scorecard shares the leading indicators of success for revenue teams, helping companies analyze the impact of enablement programs. This technology breakthrough unlocks new insight into how an initiative is performing to drive effective C-level strategy. Highspot's recently released Meeting Intelligence capability – which works with Gong, Microsoft Teams and Zoom – delivers meeting transcriptions, rubrics, summaries and more, and provides a key data source for the Initiative Scorecard to show how the initiatives perform in buyer conversations. Expanded Microsoft Dynamics 365 integration Highspot is delivering many new capabilities that improve its existing Dynamics 365 integration, including Engagement Genomics – AI-driven inferencing that automatically relates sellers' shared content to the appropriate accounts, leads, contacts, and opportunities in Dynamics 365, delivering a complete picture of influenced revenue for content, plays and initiatives. In addition to bringing the entire breadth of Highspot's platform to Dynamics 365 users, the company is also expanding integrations across the broader Microsoft ecosystem, from Microsoft Teams to the Azure OpenAI Service.

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