Dun & Bradstreet improves content effectiveness

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With Highspot, Dun & Bradstreet unifies and streamlines their content for more effective selling and improved marketing insights

With Highspot, Dun & Bradstreet unifies and streamlines their content for more effective selling and improved marketing insights.

KEY RESULTS

  • 6,000+ pieces of content organised and searchable in one location
  • Marketing teams can measure content engagement and provide better content governance
  • Sellers receive automated content recommendations with AI

CHALLENGE: TOO MANY CONTENT SOURCES, NOT ENOUGH ORGANISATION

For nearly two centuries, Dun & Bradstreet has provided data resources to help its customers and partners build valuable business relationships. The company helps its customers make informed, effective business decisions that drive growth using cutting-edge statistical technologies and methodologies.

Sales enablement plays a critical role at Dun & Bradstreet by empowering the sales teams to move prospects through the funnel and close more deals faster. However, with over 6,000 pieces of content stored across 12 different locations the sales enablement team struggled to effectively organise content. As a result, the company’s 500 sales reps had difficulty finding the assets they needed and often wasted valuable selling time hunting for content. Existing content sources didn’t have adequate search capabilities or robust features to organise sales content, which contributed to the problem.

With such a large volume of unorganised assets, outdated or off-brand content sometimes made its way to sales reps, customers, and prospects. Sales enablement and marketing teams also didn’t have insight into how the sales team used certain assets, nor could they learn the outcomes of content usage. As a result, it was difficult to gauge content effectiveness and identify content that needed improvement.

“The issue our sales people had is that they didn't know where to go for content and they didn't want to spend time going through 12 different places to find the right piece of content.”

—Erin Osman, Vice President of Marketing - Global Sales Enablement, Dun & Bradstreet

SOLUTION: HIGHSPOT COMBINES ADAPTABILITY WITH SEARCH AND AI FEATURES

Dun & Bradstreet ultimately chose Highspot due to its adaptability. Highspot allows for the storage of content assets in multiple “Spots” rather than folders, without creating version conflict. Highspot’s robust content management and search capabilities were also key factors that contributed to their decision. Plus, with Highspot’s machine learning capabilities, the sales team could get targeted content recommendations for any buyer profile and sales stage to easily present the right content at the right time. A final deciding factor was Highspot’s ability to integrate with multiple technologies, including Salesforce and SharePoint.

“Less is more. Having 6,000 assets isn't doing anybody any good. Really having content that sellers are using and engaging with — that was useful. That was really important. Highspot has been wonderful. The best aspect has been the customisation. Highspot was always willing to work with us. They really tailored the solution to our exact needs, and continue to do so, even after we launched.”

—Michelle Cox, Marketing Manager - Sales Asset Management, Dun & Bradstreet

RESULT: CONTENT MANAGEMENT LEADS TO INCREASED SALES AND MARKETING EFFECTIVENESS

The Dun & Bradstreet sales enablement team unified and organised all content in a centralised and searchable content repository called the “Sales Spot.” Highspot made it easy for reps to quickly identify necessary assets without wasting time searching through reams of content, which significantly improved sales efficiency.

Highspot’s analytics now allow the marketing and sales enablement teams to measure content engagement and provide better content governance. This makes it possible to refine content, create new successful assets, and update sellers with the most recent version of content. The ability to upload permission-based content provides the ability to limit access, which enforces consistency so that the content customers receive is no longer outdated, off-brand, or inaccurate.

With Highspot, marketing content and sales assets reach sellers more efficiently with targeted, up-to-date communications. Guided selling capabilities are integrated with Salesforce so sales reps don’t need to leave their CRM system. Reps receive recommended content based on the demographics of their deal and the performance of specific pieces of content that have been used effectively in similar selling scenarios in the past.

Going forward, Highspot will empower Dun & Bradstreet’s marketing, sales, and sales enablement teams to engage with buyers and sell even more effectively.