Opportunity
Mounting Pressure of Complex Buyer Demands
Like every modern sales team, Corporate Traveller Australia’s sellers have felt the pressure of ever-increasing buyer expectations — a demand made exponentially more difficult by the diverse market segments and personas they sell to. “The travel management program doesn’t have a proper home — it could sit anywhere across the C-suite, which makes it challenging,” shared Kim Robertson, head of marketing at Corporate Traveller Australia. “It’s complex in terms of how we target personas with content.” With a vast array of audiences and limited insight into how to reach them, it was all the more challenging to not only craft strategic marketing content but ensure sellers can use it effectively.
To optimize content delivery at every buyer touchpoint, the marketing team sought to create a seamless engine that drove prospects through the funnel. But doing so required insight they did not have. Without analytics, they couldn’t evaluate the efficacy of their content, let alone how sellers where using it to engage buyers, which quickly became painful.
The team needed a solution. “How do we stand out as a brand and cut through all that noise,” asked Robertson. From that central question came a strategy. “The holy grail is to convert brand awareness into one-to-one engagement with the sales team as quickly as possible,” noted Robertson. “It’s content with individual context that converts into new business.” To do so, they embraced Highspot, hopeful its buyer engagement capabilities — and native analytics — would help them to refine their content strategy from first touch all the way to deal close.
