Enablix provides UserZoom marketing team with a robust way of categorizing and organizing content that makes it simple for sales reps to discover and deploy content, exactly when it’s needed in the sales cycle
Enabling sales with the right content at the right time
Enablix makes UserZoom team more efficient, more on point with the brand, and better communicators with their customers.
A growing content enablement challenge
UserZoom is a market-leading User Experience (UX) insights solution. UserZoom customers benefit from robust qualitative and quantitative insights in one place, enabling them to make business-critical UX decisions that impact the bottom line. UserZoom’s business continues to grow globally, as more and more 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.
Being a UX Insights company, UserZoom had already invested in creating winning content for the entire buyer’s journey. But they had no efficient way to arm their sales teams with this winning content. Furthermore, the UserZoom marketing team had no insights into content adoption and engagement by sales.
Tom Lloyd, VP of Marketing, had five important objectives for sales enablement.
As a marketing leader, there’s nothing more frustrating than investing time and resource into creating content that doesn’t get used because revenue teams can’t find it, or aren’t aware it exists to begin with. Enablix provides us with a robust way of categorizing and organizing our content that makes it simple for sales reps to discover and deploy content, exactly when it’s needed in the sales cycle.
Integrations with our existing tech stack makes using Enablix day-to-day a seamless process for our sales teams, and I’m looking forward to future product innovations that will allow us to get even more value from the platform.
VP of Marketing, UserZoom
Improving sales rep workflow
A single central repository of content helped simplify asset discovery and improve marketing efficiency. However, with an already expansive sales and marketing application ecosystem, to get true traction with front-line sales reps, they had to be enabled in the apps that they were already using for selling. Asking them to switch apps so that they can discover this well-organized content was not an option. There were four distinct existing user-flows that could benefit from content consistency and ease of asset discovery: Gmail, Slack, Salesforce, and Outreach.io.
When UserZoom launched Enablix to their sales team, they started with Enablix Gmail Add-On to help improve adoption. And the results were excellent. Without any burden of an additional app, reps have access to all the trusted content across different buyer personas, solutions, formats, and source systems in one place to share with their buyers. Reps now can share these content assets with their prospects and buyers and get insight into buyer intent when they got notified about buyer engagement on the shared content.
“Enablix gives me a way to discover content that I never knew existed.” – Sales Rep at UserZoom
Like many modern organizations, UserZoom uses Slack for effective communication and collaboration. Marketing and sales teams were already using slack for all types of communication. Therefore, soon after Enablix was launched, UserZoom plugged in Enablix content updates into their sales and marketing slack channels. With automated content updates, the UserZoom marketing team ensured that reps had access to all the latest content updates in real-time on Slack.
UserZoom intends to build upon this initial success and tie Enablix content into their selling process for Sales Development Reps (SDRs) and Account Executives. They are planning to leverage Enablix’s integration with Salesforce and Outreach.io to bring consistency to sales enablement across different channels.
Benefitting from content insights
With Enablix, UserZoom marketing team has detailed insights into content usage and content engagement metrics. They not only know who is using the content and when but also have insights into what content assets have better engagement with sales. Additionally, as sales reps share approved content with their buyers, marketing stands to benefit from buyer engagement data and make informed content investments.
“Makes our team more efficient, more on point with the brand, and better communicators with our customers.” – Ryan Skinner, Product Marketing Manager at UserZoom
Learn how you can help drive sales success with content enablement and better marketing and sales alignment.