The Engine Powering a Data-Driven Content Strategy
Acima Leasing creates end-to-end content insights and fuels their sales team with an easy-to-use resource and analytics hub
Acima has increased their rate of enrollment and total bookings through Enablix’s single source of resources for the sales team
Acima’s marketing team has a trove of analytics from sales and marketing outbound to understand what’s resonating with their target audience
Cross team buy-in with solutioning and platform customization during the onboarding process led to >80% sales team adoption
Prospects and partners can easily engage with content that is shared through microsites and engagement hubs
A scattered content library with no insights or understanding of what buyers want to see
If you can’t measure something, you can’t improve it – at least that was what Acima Leasing found when trying to optimize their sales content.
Acima, a leading provider of lease-to-own (“LTO”) solutions for merchants and consumers, found themselves with a classic content marketing conundrum – and they were suffering. Although they could easily measure how their content was performing on their website, they were unable to see what content resonated with audiences during the sales cycle – or even if their reps were using content at all.
Matt Allred, Marketing Director at Acima, sums it up:
So not only was there no way to understand buyer preferences – there wasn’t even an easy way to provide material for the team, with collateral constantly getting lost in Sharepoint. As Reese Moore, sales enablement leader, puts it, they “just had a cloud where they could download the content and then send it as an attachment to the prospects – and that wasn’t really effective at all.”
With no central source of content and no buyer analytics, they were adrift in a sea of opinions. That’s when they realized they needed a change.
Meet the team
A digital “refrigerator” that keeps content fresh and relevant for reps to create better buyer experiences
Enablement platforms aren’t often referred to as refrigerators, but it really does make sense. Matt explains that “I call Enablix the refrigerator because everyone always goes to check what’s there first”.
But, Enablix wasn’t the only enablement vendor Acima considered when looking for a solution to their problem. Acima began their search by finding a handful of platforms and going through the typical sales motion, wanting to try out platforms to see if one fit their specific needs. But something about Enablix stuck out. Matt explains:
After a four month Proof-of-Concept, the Acima team realized that Enablix fit their needs. When pinned down on why Enablix was the right choice, Matt touched on the fact that it’s about more than the analytics – it’s also about organization:
“While it’s on us to create good content to actually go into Enablix, you guys have a lot of tools that allow us to create and service that content. Not only host it, but then also make it accessible and use it in interesting ways throughout the sales cycle”
Enhanced bookings and buyer engagement alongside a content-driven roadmap
With a content library that’s easy for reps to find fully in place, and engagement analytics being measured every time collateral is shared, what’s changed?
A data-driven content strategy
Well, for one – Acima has finally been able to create a data-driven content strategy using Enablix engagement analytics. Or, as Reese puts it:
Compelling buyer experiences and microsites
It’s not just the fact that reps are finding and getting buyer engagement – it’s their ability to create compelling buyer experiences using Enablix microsites. As Matt says,
sales rep adoption
Outside of individual features, the sales reps at Acima generally love using Enablix because it meets them where they are and empowers them to improve.
Trusted by the entire team
Although the Acima team doesn’t have precise facts and figures to prove that Enablix is working, Matt says “we went from no accessibility to total accessibility, we went from having difficulty tracking and managing content to complete oversight and we went from no attribution on any content to complete attribution on any content.”
And this is value that has been seen by more than just the sales and marketing teams. Hear how Enablix is a trusted tool for even the most important customers at Acima, by all members of their team.