The InfoCepts global practices and marketing teams were creating a ton of compelling marketing content, but the sales team couldn’t find it.
Enablix connected to their sources of collateral and organized their sales and marketing assets into a single place, giving reps better access to material and marketing a total view of how sales was using their content.
companies focus on improving the UX of their digital assets. However, with this expansion, the marketing team faced a growing challenge in providing their sales team with the right information to engage with buyers.
The sales and marketing teams at InfoCepts were spending too much time searching for content.
As a leading provider of IT services for the data & analytics industry, InfoCepts helps organizations become more data-driven and stay modern through their prescriptive data solutions – but they needed help. They were fortunate to have a large amount of marketing content for the sales team to use: white papers, case studies, data sheets, webinars and more. But the information was stored between Sharepoint, OneDrive, and the website, and sales reps never knew what to send to a prospect or where to find it. Katherine Gabriel, Global Marketing Director at InfoCepts, summed it up:
“We had a lot of content, it was just scattered all over our Sharepoint and Onedrive – sales was constantly pinging me and their managers for the content and where it existed, because there was no central repository.”
It’s obvious that a lack of easily discoverable content causes sales and marketing friction and wastes sales’ time. But if sales reps can’t find the case study or presentation that they need to send a prospect, what do they do?
“People were creating brand new content because it was easier to create new slide decks than it was to search through the Sharepoint drive for what existed” said Katherine. “We were seeing our pre-sales team recreate Powerpoint presentations on a daily and weekly basis, it turned out they were spending more of their time working on content and repetitive slide decks than they were spending with the client and working on solutions.”
The InfoCepts global practices and marketing teams felt stuck. They were spending more of their time helping sales find content than creating new content, and sales was spending more time recreating existing content that they couldn’t find than they were selling and growing accounts. “There’s so much content for our company, but no one’s consuming it because there is no organization”
Water, water everywhere and not a drop to drink. That is, until they found Enablix.
The InfoCepts team knew that they couldn’t solve their problem by trying to reorganize their OneDrive and Sharepoint instances another time, so they began to look for sales enablement solutions that would fit the bill. Most platforms they reviewed required them to copy their data into their product and create yet another version of data, which was a non-starter for them. An additional concern was the amount of time and effort it would require to get started using the new tool – which was one of the reasons they loved Enablix.
But how do you roll out a new sales enablement platform for your sales team without taking up too much of your team’s time and energy? Katherine explains:
“Enablix was a super simple roll-out. A team of three of us validated our internal content and used the verify function within Enablix to make sure that content is staying fresh and up to date going forward. We pulled some of the main things we knew people were using on a daily basis and imported those into Enablix, and then had our content creators begin to link all new content in Enablix as well so everything would be captured in the future.”
By starting with what sales was already looking for and using, the team dramatically cut down on how much time they needed to onboard and see value from the product. In fact, it only took 1 week for Katherine and her team to update and verify content, and they were able to roll out the Enablix platform to their sales reps in only 3 weeks.
With all of their sales and marketing content finally available in a single place, they were finally ready to realize the benefits. But would the product gain sales adoption?
Director of Marketing, InfoCepts
One of the features in I find really useful is the search analytics. By tracking what our sales and practices people are searching for in Enablix, we can see where their priorities are and it tells us what we need more content on, and what we need more training or awareness for. By using that data provided by Enablix, we are able to prioritize our solutions and go-to-market strategy moving forward.”
The cool thing about Enablix is that through AI/ML it knows how content should be tagged before I do, so I don’t really have to spend time tagging content.
When asked for the tangible benefits from the Enablix solution, Katherine is quick to respond:
“Tangibly, people bug me for content a lot less. So that’s really nice.”
Enablix is now the one place that sales reps go to find and share content, whether it’s directly in the platform or through the Google Chrome Plugin or integration with Outlook. But having all of their content in one place doesn’t just help reps find the content they were looking for, but it helps them find better content that they didn’t know was available. Katherine explains:
“We’re a data and analytics company, so there’s a lot of content – blog posts, case studies, presentations, videos. Sales is getting a lot of assets to look to share with prospects and customers, where they previously may have known about a case study and not been able to find it in Sharepoint and tried to create something on their own.”
In fact, Katherine estimates that sales reps save over 3 hours a week finding content, and that access to additional assets they didn’t know existed has increased their close rate as well.
But sales isn’t the only one experiencing benefits from the Enablix solution. In addition to directing sales towards new content, Enablix has also given the global practices team the ability to measure all internal and external engagement with their marketing content. Not only has this shown light on the kinds of collateral that prospects most engage with, but it’s also impacted how they create and spread content internally.
“One of the features in Enablix I find really useful is the search analytics. By tracking what our sales and practices people are searching Enablix for, we can see where their priorities are and it tells us what we need more content on, and what we need more training or awareness for. By using that data provided by Enablix, we are able to prioritize our solutions and go-to-market strategy moving forward.”
On top of the benefits to sales and marketing benefits, a hidden benefit of Enablix is the low effort required for upkeep. “It takes me maybe five minutes a week [to maintain], and our blogs are automatically updated” says Katherine. “The cool thing about Enablix is that through AI/ML it knows how blogs should be tagged before I do, so I don’t really have to spend time tagging content.”
Katherine estimates she spends less than 20 minutes a week in total maintaining the Enablix solution for InfoCepts, and she has gained a ton of time back from not having to deal with constant sales requests.
“It’s so easy . . . I just love it.”