THE CUSTOMER:
STRATEGIC SALES ENABLEMENT WITH HIGHSPOT
Highspot, renowned for its all-in-one sales enablement software, has transformed how enablement teams accelerate sales processes to boost sales productivity and how marketing teams manage and govern sales content. With a mission to guide and train sellers effectively, Highspot equips sales leaders to coach their teams, driving superior sales performance. This powerhouse of sales enablement is pivotal in helping companies reach new heights in sales effectiveness and revenue growth.
THE CHALLENGE:
TARGETING AND DATA CONSOLIDATION ROADBLOCKS
Highspot faced challenges before adopting RollWorks, primarily in targeting and engaging with top-tier enterprise and strategic accounts.
Lauren Teixeira, Senior Manager of Demand Generation, outlined the dilemma: "Our biggest challenge was targeting these accounts and gathering scattered data into one actionable strategy."
The team was searching for a solution to streamline their account-based marketing efforts, particularly in engaging high-value accounts beyond traditional inbound marketing funnels. The aim was to transform scattered data points from third-party intent data, account website activity, advertising engagement, and more, into a coherent, actionable strategy to target and engage their most valuable accounts effectively.
THE SWITCH:
EMBRACING ROLLWORKS FOR TARGETED INSIGHTS
The adoption of RollWorks by Highspot marked a strategic evolution, a conscious decision to leverage RollWorks’ prowess in precise, data-driven targeting and insightful analytics.
Lauren described the transformation: "RollWorks helped solve that in terms of making sure we are driving awareness to potential buyers at our targeted accounts of why sales enablement, what problems we can help solve for them, and highlighting the different ways Highspot can help."
This move to RollWorks was more than just adopting a new tool — it signified the start of a journey toward enhanced brand awareness, internal familiarity, a focused approach, and a unified view of their accounts, aligning sales and marketing efforts more cohesively and effectively.
THE SOLUTION:
SYNERGIZING SALES AND MARKETING WITH ROLLWORKS
The integration of RollWorks into Highspot’s strategy supercharged their approach. Lauren captured the essence of this shift: “RollWorks provided the lens we needed to see our data clearly and use it effectively.”
This integration transformed scattered insights into sharply focused targeting strategies and playbooks. RollWorks’ Sales Insights tool became pivotal in guiding Highspot’s marketing strategy. It offered more than just data — it provided actionable intelligence, enabling Highspot to dissect account behaviors, craft personalized campaigns, and strategically engage with its target audience.
This was an important maturation of Highspot’s approach to its accounts, turning each marketing initiative into a strategic advancement.
THE IMPLEMENTATION:
CRAFTING A DATA-DRIVEN STRATEGY
When RollWorks was integrated into Highspot's system, it helped drive a shift towards a strategy deeply rooted in data. This change transcended traditional tool adoption, emboldening both their marketing and sales approaches.
As Lauren described, "Using this data within Salesforce is going to help them to really focus on reaching out to accounts showing high intent and website engagement, accelerating our SQLs and bolstering our pipeline."
This integration is the next step in Highspot’s ABM strategy. RollWorks, in synergy with Salesforce, provided a platform for targeted, intelligent engagement with key accounts. It empowered the Highspot team with actionable insights, enabling them to quickly identify and engage high-potential accounts.
The result was a streamlined, efficient marketing and sales process where decisions are driven by robust data analytics. This approach leads to more focused campaigns, effective targeting, and a significant boost in sales productivity. RollWorks didn't just enhance Highspot's existing processes — it helped them evolve into a dynamic, data-driven powerhouse.
THE RESULTS:
MEASURABLE SUCCESS AND GROWTH
Highspot's collaboration with RollWorks led to impressive achievements:
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A substantial increase in SQLs, approximately 40% of net new closed ARR was influenced by RollWorks in 2023.
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An increase in marketing engagement with key accounts, rising from 42% to 52%
Reflecting on these achievements, Lauren stated, "RollWorks didn’t just meet our expectations — it exceeded them, making a significant contribution to our SQLs and overall pipeline growth."
THE VERDICT:
A PARTNERSHIP BEYOND SOFTWARE
Highspot’s collaboration with RollWorks redefines what it means to partner with a tech provider. “RollWorks isn’t just a platform — it’s a partnership that’s propelled us forward," says Lauren. This alliance went beyond traditional software usage, sparking an important step forward in Highspot's approach to marketing and sales.
Together, Highspot and RollWorks broke new ground in targeting precision and account engagement. The partnership was defined by the advanced capabilities of RollWorks and the shared vision and commitment to driving real results. It marked a shift towards a more integrated, data-driven approach, aligning marketing and sales efforts to unlock new levels of efficiency and impact.
THE FUTURE:
LOOKING AHEAD WITH OPTIMISM
Looking to the future, Highspot is well-positioned for continued success with RollWorks. The company focuses on expanding cross-sell opportunities and integrating nurturing workflows in Marketo and Sendoso. "We’re excited about leveraging RollWorks for more streamlined ABM strategies and enhancing our email and gifting programs," Lauren expressed, anticipating future developments and successes.
KEY TAKEAWAYS:
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Refined Targeting: Enhanced focus on high-value accounts
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Data-Driven Decisions: Leveraging RollWorks for insightful account engagement
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Sales and Marketing Alignment: Improved collaboration leading to increased SQLs
Ready to redefine your sales and marketing strategy? Discover how RollWorks can transform your approach, just as it did for Highspot. Take the leap and experience the power of strategic alignment and data-driven insights.
