During the early stage of the buyer’s lifecycle, marketers connect directly with large audiences, using content they have perfect control over. But in the later stages of the buyer’s lifecycle, when the sales team enters the picture, ”perfect control” is lost. Marketing no longer sends one ebook to a massive audience; now they are enabling a distributed sales team to have thousands of individual conversations with potential customers. The content filters through the organization, moving from central marketing through field marketers and regional sales leaders, finally landing in the hands of the sellers. Along the way, that content changes and evolves. Learn more at www.highspot.com

1. THE REALITY IS THAT CONTENT IS CONSTANTLY EVOLVING
AS IT IS PASSED FROM:
VISIBILITY IS MISSING
IMAGINE BEING ABLE TO:
THERE ARE THREE WAYS THAT PRESENTATIONS ARE
OFTEN MODIFIED IN THE FIELD:
HOW WELL DID IT DO?
Content falls into three main buckets in terms of business impact.
Normally, corporate marketing has NO visibility
into what content is used, and is blind to the
modifications that are made to that content by
Sales.
But what if you could understand HOW it was
evolving? What if you could still measure its
business impact?
1. Customized for a
customer’s specific
needs so the seller can
be most effective.
RESOLVE THE
MARKETING
SALES
VS.
YOU CAN'T IMPROVE WHAT YOU CAN'T MEASURE
CONTENT DISPUTE
Marketing ...to sales
...to the customer
SEE
modifications made
to content
IDENTIFY
what content is
resonating with
customers
MEASURE
the ROI of your
marketing content
2. Assembled from
multiple sources, to tell
the story that sellers
think customers need
to hear.
3. Modified to tell an
adjusted message,
because the original
content isn’t working
with customers.
Marketing needs to know if the content is generating revenue and
achieving ROI, but often doesn’t know of these changes.
1Since most of it goes unused
or doesn’t engage customers,
unsurprisingly it has little to no
business impact.
INEFFECTIVE
2This content set is solid and
useful. It serves an important
purpose, and you have to have it.
ESSENTIAL
3The materials in this small subset of
content really move the needle, either
positively or negatively. This could be
a compelling case study (positive) or
a confusing pitch deck (negative).
IMPACTFUL
Do you know which of
these 3 categories your
most recent content fell into?
CONTENT GENOMICS FROM HIGHSPOT
Content Genomics takes a look at all of the
modifications made to content, to help you
measure the actual ROI on each piece, and
decide what improvements need to be made
to positively impact the business.
Download the Content Genomics whitepaper
to learn more.
www.highspot.comCopyright © 2017 Highspot
Measure and optimize content performance, as it
evolves, throughout the sales cycle to increase sales
www.highspot.com
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