A big part of the job for customer marketers is creating customer content assets – case studies, testimonials, customer videos, social cards, logo slides, ROI calculators, etc. However, you can create all of the content in the world, but it won’t deliver value unless that content is actually being used and consumed by the sales team and other departments, and making its way out in front of prospects’ eyeballs.
Sales Content Asset Management tools offer vendors a way to store, organize, distribute, and track their content assets. For example, one of our customers at UserEvidence, GitLab, syncs the customer content they create with UserEvidence into Highspot, and organizes their customer content in Highspot by industry, company size, stage in the buyer’s journey, and competitor, so reps can search and filter to find laser-targeted, hyper-relevant content to show their prospects.
Sales Content Asset Management tools also help close the loop on analyzing the usage and consumption of content (both internally by reps and externally by prospects on various channels), and tying content to the bottom line. For instance, a customer marketer could say that a certain case study was used in 37 opportunities, and influenced $300,000 in closed business. These analytics help customer marketers justify the ROI in the content they create, and glean insights into what content types are performing best.
Below are 7 of the best sales content asset management technologies available today, according to our customer marketing technology landscape created in collaboration with Captivate Collective. Read on to learn more about each technology and see which can help your organization thrive.
Highspot
Highspot has a ton of momentum. With its recent $248M round at a $3.5B valuation and 500 new employees in the last two years, Highspot has been aggressively investing in product development. Highspot’s unified sales enablement platform gives revenue teams a single solution to elevate customer conversations and drive repeatable revenue, bringing together native content and guidance, training and coaching, and engagement intelligence—all supported by actionable analytics. For more information on Highspot, check them out on G2.
G2 score: 4.7 out of 5 stars
Seismic
Seismic is the gorilla in the space, with almost 1,500 employees and a string of recent acquisitions (Percolate, Savo). An innovative sales enablement platform, Seismic allows your business to draw in customers and grow your revenue. Their platform, the Seismic Enablement Cloud, provides your enterprise with many tools and insights to enable your sales team to do what they do best. For more information about Seismic, visit them on G2.
G2 score: 4.7 out of 5 stars
Showpad
Showpad is a rising star, adding 200 employees in the last two years. Showpad enables any organization to close the gap between their sales and marketing teams with one central platform for content sharing that will engage today’s B2B buyers. Providing insights into content allows marketing to adapt to buyer expectations and enables them to create impactful and persuasive collateral influenced by consumer wants and needs. Showpad also has modules for training, coaching, and enablement, making it a very robust and complete platform. For more information on Showpad, visit G2.
G2 score: 4.6 out of 5 stars
Check out Showpad’s Research Library of customer evidence created with UserEvidence.
Mindtickle
Mindtickle originally comes from a knowledge management and training/onboarding angle, which gives their sales content asset management technology impressive breadth. Mindtickle, a sales readiness platform, helps organizations grow their revenue. With one integrated platform, Mindtickle can change your sales strategy with knowledge, insights, and tips on increasing conversions and growing revenue. Check them out on G2 to learn more.
G2 score: 4.7 out of 5 stars
PathFactory
Formerly known as LookBookHQ, PathFactory provides B2B buyers with an on-demand buying experience, putting content at the forefront of the customer journey. With content insights and activation, buyers can consume informative content that will move them along their journey whenever they please. To learn more about PathFactory, check out their reviews on G2.
G2 score: 4.4 out of 5 stars
Bigtincan
With AI and automation at every step of the buying process, Bigtincan can improve the customer experience while enabling sales and marketing to put their best content forward. As far as content, Bigtincan provides buyers with the most relevant content for any moment in their customer journey—on any device. Discover Bigtincan’s Content Hub features on G2.
G2 score: 4.2 out of 5 stars
Uberflip
Uberflip understands the value of content and personalization throughout the buyer’s journey and aims to create memorable experiences that will retain customers for life. A customer experience platform, Uberflip simplifies the process of creating a digital experience for buyers by organizing and packaging your content and pushing it toward the right audience. Visit Uberflip on G2.
G2 score: 4.3 out of 5 stars
Final thoughts
Sales content asset management technology is key to organizing, categorizing, and tracking the effectiveness of sales collateral. With any of the technologies listed above, customer marketers can streamline their content management and use analytics and insights to make data-driven decisions to increase revenue. With varying features and use cases, these 7 sales content asset management tools will help take your organization’s content to the next level. Which one is best suited to help you and your team reach your goals?
Explore all nine categories of customer marketing technology with over 60+ vendors in our co-created Customer Marketing Technology Landscape with Captivate Collective.
