EBook Unleash The Power Of Content In Salesforce

E-B O O KUnleash the Power ofContent in Salesforcewith the SeismicEnablement Cloud

Table of ContentsAre you getting the most out ofSalesforce? Probably not.3Find and ManageAssets Easier5Personalize Content forBetter Engagement6Analyze Performance forPerpetual Improvement7Make the Most of Salesforcewith Seismic8About Seismic9

Are you getting themost out of Salesforce?Probably not.There’s no doubt Salesforce revolutionized customer relationshipmanagement (CRM). A sophisticated software solution offered asa service over the internet, Salesforce transformed how sellerskeep track of opportunities, understand their buyers’ journeys, andmeasure the impact they have on the bottom line.As a result, Salesforce has become one of the most popular CRMplatforms on the market. Many businesses considered it missioncritical for a number of reasons, not the least of which is how it unifiesapplications and data, providing sellers a single source of truth formuch of what they need to do and understand.But Sales is just one team. And like so many other teams, they canget stuck in a silo — and when that happens, Salesforce ends upbeing used in a silo. As such, Sales may feel the platform addressestheir every need when in reality the platform’s true potential, just likethe team’s true potential, depends on the input of outside sources.Unleash the Power of Content in Salesforce with the Seismic Enablement Cloud 3

Ideally, Sales should be in lockstep with Marketing for the launch ofevery new product release and update. But this is easier said than done,especially when marketing teams and the software they use are just asprone to silo-ism.Enablement emerged to close the gap between Sales and Marketing,driving go-to-market (GTM) alignment like never before. However, it’sonly now that this relatively recent but crucial GTM function has gotten itsown cloud-based platform, finally putting enablement teams on the sametechnological playing field as their Sales and Marketing counterparts. Allof these teams should be in sync as much as possible. And the same goesfor the platforms they use.The Seismic Enablement Cloud is the platform enablement teams havebeen waiting for — and the one their peers have been waiting for, too;they just didn’t know it. Seismic’s seamless integration with Salesforceprovides myriad operational benefits on the entire GTM front, allowingusers to do more than they currently can in Salesforce, but without leavingSalesforce.For example, with Seismic, sellers using Salesforce can do more thansimply find content; instead, they can discover the most effective contentfor a given buyer no matter where that buyer is in the sales funnel. Sellerscan also easily personalize content for greater relevance and strongerrelationships — at scale — and analyze the performance of all that contentfor more insightful and effective collaboration with Marketing.Over 91% of organizationswith more than 10employees use CRMs.1Ultimately, Seismic’s integration with Salesforce helps unify not onlyvarious tools and features, but also the goals, strategies, and learnings ofall GTM teams, maximizing a business’s ROI for both platforms.1 sh the Power of Content in Salesforce with the Seismic Enablement Cloud 4

Find and ManageAssets EasierMarketing usually produces the bulk of the content leveraged by Sales,which means that content is typically stored, managed, and measured in asystem Sales isn’t familiar with or may not even have access to. This createsa serious disconnect that requires sellers to regularly leave Salesforce insearch of content — and that’s on top of the frustration associated withmanually customizing it once it’s found. Marketing also suffers their fairshare of headaches because sellers create copies of assets and store them— understandably — in places they can more easily find them, such as theirhard drives. Sellers then reuse those assets over and over even as theybecome outdated, much to Marketing’s chagrin.By integrating the Seismic Enablement Cloud with Salesforce, Seismicbecomes embedded in Salesforce. Much more than a mere keyword searchfunction, Seismic’s predictive content engine uses data from Salesforceobjects, such as leads, contacts, accounts, and opportunities, to identifythe best content for a given situation, allowing sellers to optimize customerinteractions and accelerate deal cycles. In other words, the Seismic engineis situationally aware, able to track how and when a given content asset wasused in opportunities that led to closed deals, and then recommend thatwinning content to other sellers in similar circumstances. In fact, Seismic’sSmartPlays feature expands this experience by presenting predictivecontent in a landing page format within Salesforce, creating a user-friendlyhub of the most relevant assets.Marketers can also tag content assets, further reinforcing this context-drivendiscoverability. Seismic then records what asset a seller sent, complete withengagement analytics, and it’s all fully accessible within Salesforce.62%of B2B buyers engage with threeto seven pieces of content beforeconnecting with a salesperson.2The majority of sales professionalsuse less than 50% of their brand’scontent because it’s too difficultfor them to find the right asset. 3These capabilities also streamline content governance becausemarketers and other creators can ensure the assets sellers find arealways up to date in terms of accuracy and branding.Sellers already practically live in Salesforce. But by combiningSalesforce and Seismic, you create essentially a new environmentthat’s more valuable not only to sellers, but to their GTM peers aswell. In this new environment, sellers can upload, organize, andcollaborate with their peers on content related to each opportunitywithin a Seismic WorkSpace — again — directly within Salesforce(more on this below). That way, everyone is always on the same page,and you end up with a single source of truth for all GTM players.2 -process/3 statistics-will-make-you-think/Unleash the Power of Content in Salesforce with the Seismic Enablement Cloud 5

Personalize Contentfor Better EngagementWith the Seismic Enablement Cloud, a seller can easily preview recommendedcontent within Salesforce to determine if it’s right for their buyer as is or ifit requires more of a personal touch — which most of the time it will. Afterall, research shows that buyers are more likely to engage with personalizedcontent. And thankfully, with Seismic, sellers can personalize content usinginformation pulled directly from Salesforce.When a seller gets to the point where they’re trying to build a strongrelationship with an individual buyer, personalization is especially important.Incorporating data such as the buyer’s industry, role, competitors, and/ornumber of employees helps increase buyer engagement and leads to highersales velocity.Speed and collaboration become even more important when a buyerconverts to an opportunity. At this stage, more team members becomeinvolved, necessitating broader visibility into the content associated with theopportunity, such as proposals, pitch decks, and contracts.As touched on earlier, Seismic WorkSpaces, which are accessible directly inSalesforce, are secure spaces for content collaboration at this delicate phase.Seismic WorkSpaces are virtual, tailored content repositories specific to anopportunity where only stakeholders associated with that record can upload,view, store, and edit content, keeping the team focused. Other assets andirrelevant versions can’t get shuffled in, which mitigates content sprawl, searchfrustrations, and general confusion.84%of business buyers are morelikely to buy from sales reps thatunderstand their goals.485%of customers expectconsistent interactions acrossdepartments when theyengage with a company.585%of companies agree that buyerswill dismiss a seller in the firstinteraction if they don’t receivetailored information.64 omer-expectations/?sfdc-redirect 3695 e/6 ash the Power of Content in Salesforce with the Seismic Enablement Cloud 6

Analyze Performance forPerpetual ImprovementMost companies have rich data at the top of the funnel, such as the numberof website visits and engagement analytics on content distributed throughmarketing channels. But it’s difficult to know what is happening in the lastmile of a deal. Critical data, such as what asset a seller sent, in what stage ofthe buyer’s journey they sent it, and how long the buyer engaged with thatasset, are traditionally hard to track.This all changes when you integrate the Seismic Enablement Cloudwith Salesforce. Sellers can use Seismic’s LiveSend feature to sharepersonalized content as a link so engagement is tracked in the activityhistory of the Salesforce record. Seismic’s LiveInsights data andcontextual Salesforce information are combined to provide theseengagement analytics.The next time a seller checks on a given lead, contact, account, oropportunity, they can see whether the buyer opened the contentthey were sent, how often they opened it, and how much timethey spent consuming it. This valuable intelligence helps sellersunderstand buyers more deeply while providing guidance on howto iterate and improve outreach.Unleash the Power of Content in Salesforce with the Seismic Enablement Cloud 7

Make the Most ofSalesforce with SeismicOrganizations that chose Seismic achieved:350%35%32%8%increase incontent usagemore timespent sellingmore leads inthe pipelineshorter salescycleSeismic is the first and only enablement cloud platform on themarket. Beyond the way it integrates with and augments theSalesforce experience, Seismic offers a host of other benefits for yourbusiness, including greater enablement strategizing and planning, aswell as scalable onboarding, training, and coaching.Learn more about how Seismic canimprove your Salesforce experienceand your business as a whole.Speak with one of Seismic’s experts to get started.Unleash the Power of Content in Salesforce with the Seismic Enablement Cloud 8

About SeismicSeismic is the global leader in enablement, helping organizations engagecustomers, enable teams, and ignite revenue growth. The SeismicEnablement CloudTM is the most powerful, unified enablement platformthat equips customer-facing teams with the right skills, content, tools, andinsights to grow and win. From the world’s largest enterprises to startupsand small businesses, more than 2,000 organizations around the globetrust Seismic for their enablement needs. Seismic is headquartered inSan Diego with offices across North America, Europe, and Australia.To learn more, visit Seismic.com and follow us on LinkedIn, Twitterand Instagram. 2022 Seismic. All rights reserved.

Unleash the Power of Content in Salesforce 7 The Case for Driving Salesforce Adoption Integrating critical systems like sales enablement into Salesforce helps increase Salesforce adoption, which ultimately means increased ROI from your CRM. CRMs like Salesforce bring tremendous value Businesses that use a CRM report: 8.71 50% 245% 65% 40% .