SEATTLE--(BUSINESS WIRE)--Highspot, the industry’s most advanced sales enablement platform, today announced the beta release of Content Genomics™, the first application of machine learning to marketing and sales content. Until now, companies have struggled to measure the effectiveness of content throughout the sales cycle. Content Genomics tracks the DNA of content as it evolves across an organization, making it finally possible to accurately measure content performance.
Accurate measurement of customer engagement and content ROI are the key requirements to close the loop across marketing, sales and the customer, providing the data necessary to optimize business results. Content Genomics uses machine learning to analyze content and track how it evolves as it moves from marketing to sales to the customer. By the time a sales presentation reaches the customer, it typically contains many modifications and slides that have been remixed from other sources. To accurately measure the performance of any particular slide or presentation, an effective platform must be able to analyze every variation that is being used throughout the sales cycle.
“Based on our analysis of customer data, we’ve found that 80% of marketing and sales presentations are modified and remixed before they are delivered to the customer, so without Content Genomics, you miss 80% of the picture,” says Robert Wahbe, co-founder and CEO of Highspot. “Marketing teams create an arsenal of content, but when it changes in the field, they lose all visibility into its performance. They can’t see who is using it, how it is resonating with the customer, and how effectively it is helping to convert more sales. Content Genomics lets marketing and sales find out which content is performing well and what is falling flat.”
Aligning Marketing and Sales Under a Common Goal
Data science is fundamental to fixing the age-old problem of aligning marketing and sales by providing them with a common set of metrics on which to measure performance. Current sales enablement platforms lack the ability to effectively close the loop across marketing, sales and the customer because once a modification is made to a piece of content, marketers lose their ability to track the performance of that content.
“BookingSuite has grown tremendously over the past few years, and with that expansion has come a proportionate growth in the amount of data and content we must sift through,” says Ayca Yuksel, Director Global Marketing and Communications at BookingSuite, a unit of Booking.com. “Content Genomics ties together different iterations of our sales decks to provide the complete picture of how our content is evolving. There is no other technology out there that tracks internal content modifications, and it’s been sorely needed as a way to connect the dots as our sales teams expand, and our marketing spend grows.”
Highspot fills the gap by providing an intelligent content management system that puts everyone on the same page by delivering the most relevant content to the sales team and providing powerful analytics for both sales and marketing to measure its effectiveness. With Content Genomics, marketing and sales can discover how pieces of content are related and track content customization across the organization. As a result, sales and marketing can:
- Analyze customer response: Measure customer engagement across all variations of a presentation and pinpoint which version is resonating best through real-time feedback.
- Maximize marketing ROI: Track adoption and usage of marketing content by the sales team, enabling marketers to focus their efforts on the most valuable content and fix or eliminate anything that is not effective.
- Improve message quality: Monitor adherence to brand guidelines.
- Share best practices: Gain insight into how the most successful sales teams are adapting presentations and share that information to train the rest of the sales force.
How it Works
Content Genomics is patented technology that analyzes numerous signals for each piece of content, such as text, color, size, aspect ratio, and graphics. It applies machine learning to determine a genetic code for the content, identifying slides and pages that are related even though they are in separate documents and have been modified. This information is then used to provide an accurate analysis of all the content used by the sales force, measuring usage and performance across the sales cycle. Content Genomics is a foundational component of the entire Highspot platform. It powers many features, including advanced analytics, semantic search, intelligent recommendations and content scoring.
Launched one year ago, Highspot already has over 100 customers, including Booking.com, PayScale, Concur and Parallels. To learn more, or join the beta program, www.highspot.com/product/data-science/content-genomics.
About Highspot, Inc.
Highspot is the industry’s most advanced sales enablement platform, using data science to improve sales effectiveness. With Highspot, sales teams are connected to the most relevant content for each situation, have flexible ways to present content to customers, and gain real-time visibility into whether customers find the content engaging. By closing the loop across marketing, sales, and customers, Highspot uniquely delivers insights that help companies engage more effectively with customers, driving increased revenue and customer satisfaction. The Seattle-based company was founded in 2012 and is backed by Madrona Venture Group. For more information, visit www.highspot.com.
