Bizzabo Combats Content Chaos and Boosts Operational Efficiency with AI-powered Enablement
CASE STUDY
The enablement team at Bizzabo had a problem—a cumbersome and inefficient content management system hindering their enablement efforts and throttling sales productivity. In their search for a more efficient way to enable sellers using AI, they met GTM Buddy.
Challenges
The sales team at Bizzabo was unhappy with their current CMS. In fact, several reps would try their best to avoid using the platform, including storing content files locally for easy access. Their new product marketing leader, Gabrielle Scott, quickly realized that something had to change, and soon. They faced the following challenges:
- Content chaos
- The company used its incumbent CMS platform for more than three years. Over time, their content library became a labyrinth of content assets, including duplicates and multiple versions of the same content. This made it a nightmare for reps to find what they needed in time for a sales conversation.
- Broken search and underutilized content
- Search was the primary mode of discovering content for the sales team. However, search queries, more often than not, overwhelmed sales reps with a barrage of results that confused them and which they could not fully trust. So, reps often did not share content with prospects.
- Fragmented workflow
- It was too cumbersome for the sellers to keep switching between tools to find and share relevant content. Sharing trackable links was cumbersome, discouraging many sellers from using this feature on the incumbent CMS platform. As a result, the product marketing team lacked visibility into how prospects were consuming such content.
“Finding content was a challenge with our previous CMS platform. After just one month with GTM Buddy, we saw a dramatic improvement in content adoption and sharing. Plus, we started using the content insights provided by the platform to improve our marketing initiatives further. ”
Solutions
GTM Buddy helped Bizzabo overcome these challenges, empowering its sales team with a more robust content management platform and a host of other capabilities. In fact, several reps mentioned they experienced more value in their first hour on GTM Buddy than in an entire year on their previous platform - an indicator of just how fast adoption and impact kicked in. Moreover, Bizzabo went live with GTM Buddy in just seven days.
- Single source of truth
- GTM Buddy provided a unified CMS to store all of Bizzabo’s go-to-market content. With features like version control and AI-powered search, reps always had access to the latest approved version of the content, ensuring messaging consistency and accuracy across opportunities. Reps could edit Google Drive assets and sync them back to GTM Buddy seamlessly.
- In-workflow content delivery
- GTM Buddy integrated with the seller's workflow, enabling them to access contextually relevant content from within their work environment—like Gmail and Google Calendar—and thus helping them be more productive and effective. For example, the platform surfaced only the most relevant customer success stories and case studies to "name-drop" during sales meetings.
“GTM Buddy has become foundational to how we sell. Our reps use Digital Sales Rooms in nearly every deal—they help us deliver a personalized, structured buying experience that buyers actually appreciate. We also rely on GTM Buddy’s content analytics to give our product marketing team real-time feedback on what’s landing with prospects. With over 300 DSRs and 200 MAPs created, we now have a platform that supports smarter, more efficient selling at scale.”
- Useful buyer engagement data
- GTM Buddy not only made it simple for reps to share content with prospects but also tracked how prospects were engaging with the shared content. Reps could use this data to elevate the quality of their conversations with prospects. This visibility has been particularly beneficial for the product marketing team, which now leverages content analytics to understand what resonates with buyers and refine messaging accordingly.
Bizzabo has also deeply embedded Digital Sales Rooms (DSRs) into their sales process. With hundreds of DSRs and Mutual Action Plans (MAPs) created, the team has built a highly scalable and repeatable model for deal execution. These DSRs serve as the single destination for collaborative selling, aligning internal teams and buyer stakeholders around shared milestones.
“GTM Buddy delivered value for us from day one. The AI-driven technology is incredibly powerful. More importantly, the feedback from our users has been phenomenal so far, with several reaching out to say they'd gotten more value from GTM Buddy in the first hour than they'd gotten in the last year from the legacy enablement platform we were using earlier.”
Experience the GTM Buddy Difference
Revenue enablement doesn’t have to mean more complexity. GTM Buddy simplifies, scales, and transforms the way your team learns, sells, and grows.