CIO Magazine: Getting a Handle on Marketing Technology

CIO Magazine: Getting a Handle on Marketing Technology

Table of Contents

    Interesting article from Tom Kaneshige at CIO magazine highlighting Highspot and how we score content based on its performance in the sales cycle.

    Highspot: Every marketing tech conference will have a theme on content, whether it’s creating original content, aggregating content or amplifying earned content. Highspot, which recently raised $9.6 million in a Series A round, has built a content-scoring engine. It looks at a company’s marketing collateral, such as PowerPoint slides, case studies, data sheets, brochures, call scripts and battle cards, and analyzes how well they performed.

    Judging and scoring a piece of content’s performance is tricky, because it’s unclear what the content’s role might have played in, say, a sale.

    “This attribution problem is real,” says Highspot co-founder and CEO Robert Wahbe. “One of the ways we try to solve this is to shorten the time horizon. Did this brochure help close a 9-month deal? Hard to say. But did this brochure move to a conversation or proof-of-concept? That’s better.”

    Read the article at CIO.com.

    By John Tintle

    John is the Director of Content and Communications at Highspot.

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