How Loadstone Increased Win Rate by 45%

Seeking to Scale Personalized Buying Experiences

Loadstone is a firm believer that the conversation doesn’t end at closed-won. “There’s little chance to retain that customer in one or two years just because we did a good job during the last sales process,” began Serge Lobo, chief revenue officer at Loadstone. “That’s not the DNA of our company.” Instead, Loadstone understands that revenue is the responsibility of every customer-facing team, from pre-sales to post-sales. “Nowadays, revenue comes not only from sales but also from the retention of customers,” began Lobo. “My role is to ensure customers are getting the right impact so we manage to retain them and ensure they grow with us.”

As the enablement team at Loadstone sees it, the determining factor in any deal is the quality of the buying experience. Modern buyers face an incredible amount of noise and confusion — it’s every seller’s responsibility to quiet that chaos and offer a clear path forward. “The process to buy something is far more complicated than the process to sell something,” explained Lobo. “We need to guide our salespeople to be the helper in that journey so the customer can fulfill their buying intentions.” To support prospects through their journey, sellers need to be able to sell a vision, not just a product. “We need to think about what we want to achieve rather than about just getting the contract,” continued Lobo. “It’s not as simple as it used to be.” But it’s not as straightforward as just selling a vision; sellers need to be able to sell a curated one, tailored to each buyer’s unique needs. 

Infusing personalized value into every customer interaction isn’t easy, especially not at scale. To ease the process, the team began hunting for a tool that connected sales enablement and buyer engagement capabilities. If it could equip sellers with content, guidance, and training — and the capabilities to streamline personalization — considerable impact would follow. To simplify the buyer engagement process, Loadstone chose Highspot. 

Instilling Value at Every Phase of the Buyer Journey 

Value is woven into the fabric of every conversation Loadstone’s sellers have. “We talk to our customers not just about features and functions but also about the benefits they may see from using our software,” shared Lobo. With Highspot, Loadstone only strengthened this foundational focus. “Our knowledge base, some parts of the customer interaction workflows, and learning and management are automated with Highspot,” added Lobo. Using the platform, its enablement team built readiness via content and training. Its pre- and post-sales teams took it from there, using buyer engagement capabilities to bring that learning to life. 

Features like Digital Rooms enabled sellers to share curated content and tailored messaging in custom microsites designed with individual buyers in mind. Native analytics placed engagement data at sellers’ fingertips — for every Digital Room and external share, sellers can see how buyers interact with content and then use that data to inform conversations to come. “The functionality of Digital Rooms allows us to create a personal landing page for our customers,” explained Lobo. “Through [external shares] in Highspot, I can definitely say whether content was attractive or not, whether it was read, and how much time was spent reading it.” Across Loadstone’s sales force, external sharing capabilities have become a strategic lever for cutting through the noise and effectively engaging buyers. 

Since rolling out Digital Rooms, the team has discovered that this approach captures buyers’ attention more effectively than legacy engagement tactics. “We have a very good open rate for pitches customers get from our client success managers,” continued Lobo. “We increased our conversion rate by 110%.” The team has transformed how Loadstone goes to market. Now, sellers prioritize personalization and buyers engage more deeply — as a result, pipeline opportunities have increased by 65%. The impact has been incredible, and the team is only just getting started. 

Improving Win Rate With Digital Rooms

With the right tool in its arsenal, Loadstone is securing new impact at every phase of the buyer journey — an achievement made possible with new buyer engagement capabilities. “[External sharing] is a very important part of custom interactions, and that drives a lot of ROI for us,” enthused Lobo. “Customers who interact with Digital Rooms tend to close deals with us quite fast.” Across its pre- and post-sales teams, those leveraging the platform are achieving new heights. “We found that those who are the most active users in Highspot are our top performers,” noted Lobo. Across Loadstone, sellers are refining their engagement tactics and taking a new, personalized approach with every buyer. 

This tailored approach is eliminating the chaos and confusion for buyers and, better yet, is helping Loadstone drive significant improvements in go-to-market performance. By prioritizing the buyer experience at every stage of the customer journey, the team has achieved a significant impact on topline metrics like win rate, which has increased by a resounding 45% since implementing Highspot. Loadstone has supercharged its go-to-market engine — the result of an enablement strategy that treats both pre- and post-sales teams as a strategic lever for driving revenue and building lasting customer relationships.