The growth of martech within the marketing landscape in recent years can only be described as exponential. In 2010 there were under 150 martech platforms, fast forward to today and we have over 8000. Sales Enablement, an area of this martech landscape, is one of the fastest growing initiatives for Senior Marketers today, and according to MarketsandMarkets, the annual growth rate of the Sales Enablement industry is 19.8%. This is where the Marketing Automation market was at 5 - 7 years ago, but as of 2020 that has now slowed to a growth rate of around 13.9%.
This explosive growth goes to further reinforce the importance of integration, and business strategy now needs to reflect the obvious necessity of Sales and Marketing alignment, and Sales Enablement. The importance of this new space within marketing cannot be understated, and the software available is an essential part of any organisation’s Martech Spine™.
This is where Seismic comes in.
Seismic
Seismic is a Sales Enablement tool used by both Marketing and Sales to aid in their content creation process. To put it simply, Seismic empowers teams with access to the tools needed to secure and close business. Marketing are able to automate and distribute content from one central location that enables Sales teams to have access to content that can be personalised and tailored to their particular deal within just a few moments - all still whilst remaining on brand. Seismic has a variety of functionalities that make the day to day to work of Marketing and Sales easier:
Livedocs:
LiveDocs is a Seismic feature that enables content to be customised and tailored for the recipient in a few short steps. Logos, text, tables, charts and more can be customised, all without compromising brand compliance. LiveDocs empowers Sales teams to be self-sufficient, simply tailoring content which has already been approved by marketing. This closer aligns the two departments because Sales aren’t going off brand, and Marketing are providing useful input into the Sales process.
LiveSend:
LiveSend enables Sales teams to send content and receive notifications, with clear reporting based on how the recipient interacted with the shared content. Whether that is metrics such as the time spent reading the document itself, or a breakdown of which pages were read and for how long. These key metrics can help to drive insight and contribute to the production of effective content. In ensuring that customers receive the right information at the right time, customer engagement is more effectively driven, therefore aiding with sales cycles.
Content Analytics:
The Content Analytics section of Seismic provides real-time analytics into how Sales teams are interacting with the content, showing what is working well and driving revenue, as well as identifying where there are gaps in content.
Essentially, Seismic as a platform has 5 key advantages:
- Brand compliance
- Automated Document Creation
- Sales Content Analytics
- Collaboration between Sales, Marketing and Sales Enablement
- Increased buyer engagement
- Central content hub for easy access and findability
Why does this matter to me?
Sales Enablement is undoubtedly a growth industry, and because of that, there will be further innovation by leading companies such as Seismic, with the potential for others to join the space. However, Sales Enablement is about more than just software – it is about cultural change in the office, and the alignment of Marketing and Sales to a single goal, customer experience. Seismic help's with this because it enables Sales and Marketing to work from the same platforms, reviewing, approving and analysing on-brand content, ultimately creating a better experience for your customers.
A fully functioning content marketing and Sales Enablement solution allows organisations to gain an in depth analysis of how their content is being used, who used it the most, and which stages of the client lifecycle content is used in, as well as the type of content that drives the most revenue.
Do you think your organisation could benefit from this kind of in depth departmental integration and analysis?
