Sales enablement is such a cross-functional role that when evaluating sales enablement solutions there are often many stakeholders that want to get involved. One key stakeholder is the product...
Today we are excited to announce our latest feature, Content Performance! As Guru continues to work with Sales teams of all sizes, we often hear the challenges their sales and marketing teams face around delivering and measuring content effectiveness with their customers. With the rise of Account Based Marketing, the partnership between sales and marketing is as critical as it ever has been. Organizations are getting smarter about understanding their customers, and developing content that speaks directly to the specific audiences across those customers. This content will vary by industry, by company size, by persona, by product, etc. creating a greater complexity for a salesperson to know which content to use, and when to use it. And even if they know what they want to send, quickly finding it and ensuring its accuracy remains a challenge.
Step into your customer’s shoes for a moment and imagine them going to Google and searching for your return policy, or basic product functionality, or some other support question. But organic search results leading to your customer-facing help center are nowhere to be found. That’s a huge problem.
In January, we were invited to present at a new sales ops online video series that launched with 30 video presentations from leading SaaS companies.
For the video series each presenter was asked to go into exactly how they made use of products in their technology stack today.
Perhaps the best way for us to learn about if a product is right for us is to see how our peers gets value.
This is an easy check against vendor BS that we’re all overloaded with these days. To support this type of peer learning we had our very own head of Product Marketing, Steve Mayernick present how Guru makes use of Guru, as well as other products like Outreach and Slack.
How do you empower your support agents to find the knowledge they need to efficiently solve customer issues? How do you create a culture that puts knowledge sharing and collaboration at the forefront to benefit the entire team? These questions should be top of mind for support leaders, and are the key questions the Knowledge Centered Support (KCS) methodology addresses.
Over the past few years, account based marketing (ABM) has become an increasingly popular strategy for B2B SaaS marketing and sales teams.
“What’s in your support stack?” If you ask a support leader this question there will be many obvious categories of products they might use: their ticketing solution, tools to build a customer-facing help center, shared inbox for social media support, messaging apps, and a variety of handy tools to help optimize an individual agent’s productivity and workflow. However, one crucial technology category is often overlooked: an internal, agent-facing knowledge base. This is where all of your key support team knowledge is stored: troubleshooting guides, product FAQ’s, how-to guides, and API details to name a few.
I know what you’re thinking: “My team already uses google docs, dropbox, and an internal wiki, isn’t that a sufficient agent-facing knowledge base?” While those tools give the illusion of an internal knowledge base, they aren’t quite the same thing. Simply put an agent-facing knowledge base must accomplish three things:
Live everywhere your team works
Be the single source of truth for your support team’s knowledge
Augment your existing support stack
The end result of this should be an increase in individual agent productivity and improvements in your team’s key performance metrics such as improved first call resolution rate, faster response time, and improved NPS and CSAT scores to name a few.
A few weeks ago, Guru traveled to Palm Springs, California, for Elevate Summit, a peer-to-peer customer support event put on by the folks at cosupport. Guru is quickly becoming a part of the support stack, running alongside ticketing systems as an internal, agent-facing knowledge base that allows reps to stay in their workflow. We surveyed over 50 support professionals - both in leadership positions and agents with the hopes of learning more about our support customers and their pain points.
Modern B2B marketing has centered around powerful marketing automation tools. And while these tools have been successful in generating large amounts of leads, they have flooded sales with leads outside of their pre-established Ideal Customer Profile (ICP). In fact, according to TOPO, only 10-20% of the leads generated by marketing are from accounts on the sales team’s target list.
As a result, a new, strategic approach to B2B marketing has emerged. This approach is referred to as “account based marketing,” and it aims to coordinate sales and marketing efforts with highly personalized content and knowledge that’s delivered to the right accounts at the right stage of the buyer journey. While marketing is running multi-channel campaigns on targeted accounts, outbound sales is focused on these same accounts, and enabled by marketing teams to support their efforts in the most personalized way possible.
A few key pillars of an account based strategy include:
- Personalized messaging and content
- Marketing, sales, and support collaboration
- Well defined ICP (Ideal Customer Profile) and Buyer Personas
- A land and expand approach
In an account-based world, knowledge can be your differentiator. Knowledge about your product and services, your competitors, your thought leadership, etc. The knowledge has to span across various teams in your organization - from sales, to marketing, to support and customer success. So much so, that account based marketing is often referred to as “account based everything” (ABE).
Here’s why you need a good knowledge base in order to successfully execute a world-class ABE plan.
If you're getting ready to hire new sales reps, then your business is most likely growing at a fast rate. Things are good, revenue is increasing, you’re on top your game and nothing can stop you now! That is, until you make those hires, and realize you need to oversee the onboarding process as well and make sure everything goes accordingly. This not so uncommon mistake can be more detrimental to your business’ bottom line than you think.