CyberCube boosts sales productivity and buyer engagement with situational enablement
CASE STUDY
“GTM Buddy’s dashboard shows us how sales reps, clients, and prospects engage with our content. Seeing the impact of our efforts, helps us understand how to make our content even more effective.”
Andy Kao,
Director of Product Marketing
Challenges
Cyber insurance is a complex and dynamic industry. The sales process involves multiple stakeholders, each with their own unique concerns and needs. For example, there might be a Chief Underwriting Officer, a risk manager, portfolio managers, and even cybersecurity experts on the buying team. As part of this growing industry segment, CyberCube reps engage with multiple stakeholders and convince them of the benefits of CyberCube's offerings.
- CyberCube's sales team engages with their buying teams over long sales cycles, by providing compelling and relevant information to help them in the evaluation process.
- While the product marketing team provided a lot of collateral, content adoption was a challenge as reps struggled to find information quickly.
- Providing the right content at the right time to the right buyer persona is crucial to building credibility and winning deals.
“GTM Buddy is a fantastic place for sales collaterals that cuts down time in the sales process. Marketing can upload new content directly to GTM Buddy and sales can immediately begin using it. ”
Austin Merrill,
Global Growth & Development Manager
Solution
GTM Buddy became CyberCube's central source of sales content within weeks of its implementation. Reps were able to achieve their goals by using GTM Buddy in the following ways:
- Contextual content recommendations: Content recommendations, based on the context of the sales conversation, enabled revenue teams to share relevant, geo-specific content with prospects. This was a huge time-saver for reps, who no longer had to invest time searching for the right information.
- Improved marketing content: Through content analytics, the product marketing team was able to identify what content resonated with buyers and what content needed to be improved. These insights could be used by the team to create more engaging and effective sales collaterals.
- Higher win rates: Tailoring content to buyers' specific needs built trust with prospects and positioned CybeCube as the cybersecurity solution provider of choice.
“GTM Buddy has increased the amount of content our sellers are using, which validates our efforts to create the content to inform and impress buyers, accelerate the sales cycle, and ultimately win more deals.”
Rianna Mistry,
Content & SEO Specialist
Benefits
CyberCube has achieved the following benefits with GTM Buddy:
- Increased revenue pipeline: More than $1 million in revenue generated through situational enablement
- Improved rep productivity: Reps save 16 hours per month discovering and sharing content
- Boost in content usage: Content adoption grew by 200% across the revenue organization
About
CyberCube delivers the world’s leading cyber risk analytics for the insurance industry. The company enables (re)insurance placement, underwriting decisions, and portfolio management optimization – all powered by a state-of-the-art cloud-based technology framework.
Challenges
Engaging prospects required sharing the right content with the right buyer personas
It was time-consuming to find and share relevant information from static content repositories
There was no way for reps to see how prospects interacted with their content
Benefits
Created a single source of truth for sales and marketing content
Increased sales productivity with just-in-time content recommendations
Drove higher revenues with improved sales and marketing alignment
Results
$250,000 increase in seller productivity with just-in-time enablement
$2 million of global revenue influenced by enablement content
300% increase in content usage by global sales teams
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