FOCUS #3:
Simplify integrations and team processes

Everybody wins with documents you can easily integrate and personalize

Once you’ve built up an understanding of what stakeholders on both sides of the fence want from content, it’s time to shift your focus toward the more technical aspects of creation. How are you actually going to empower salespeople to get more of the content they need, while meeting marketing’s demands at the same time?

Once again, your answer starts with a zoomed-out view of what both teams want.

Salespeople need content to be:

Easy to personalize and adapt, so that they can get relevant information into existing content, without breaking it or undermining its central messages
Rapidly adaptable, so that they can give all of their prospects personalized content, without spending all day tweaking and tailoring assets
Highly appealing and engaging for customers, in ways that are likely to convert them

While marketing stakeholders need content to:

Convey relevant brand messages in a consistent way
Stay in line with established brand guidance and standards
Reflect well on the brand, and be of the quality that the brand’s customers expect

That gives us a clear picture of what mutually valuable content looks like from a technical point of view, such as:

Easy to personalize at speed
Built on a consistent, approved foundation
Personalizable within defined guardrails and boundaries
Adaptable and modular to help serve as many people as possible
Trackable so everyone understands who is engaging with content where, when, and how — improving content future creation and distribution

Personalization drives everyone toward their goals

It’s no secret that well-personalized content gets results. 47% of buyers “strongly agree” that they’re more likely to consider a brand when a sales rep provides personalized comms. And 76% now say they expect personalized attention from marketers and salespeople based on their specific needs.

It’s fundamental to the success of both sales and marketing teams today. As the enabler of sales, it’s up to you to support it and seek out creative ways of making content as easy to personalize as possible.

The easiest way is by connecting your content tools with your communications systems e.g. Turtl Docs integrate with HubSpot and Salesforce. As a result, sales teams can create personalized docs from within those systems without specialist code, saving time and money.

We have reduced the production time of content by weeks, if not months in some cases, as this is a self-service tool. You don't need any agency involvement.

Kay Armstrong, Audience Campaign Manager at Cisco
on adopting Turtl's contemporary content format platform and integrating it with their other tracking technology.

Two divisions, two goals, one new content platform

Elevating your content and empowering your enablers with the tools to rapidly create high-impact personalized content can be a major source of business value. But what that value looks like will vary a lot depending on what you do, and who you do it for.

For knowledge and connections specialist Informa, switching to Turtl delivered very different benefits for two of its key divisions.

Informa Connect:

Rapidly adapting content to meet shifting sales demands

Great content enables salespeople to hit their targets and sell effectively. But what happens when the way a sales team operates transforms overnight? When the COVID-19 pandemic began, it meant huge changes for millions of businesses. Organizations like Informa Connect—whose operating model is built around delivering valuable in-person events—were especially affected.

Using Turtl, Informa Connect wasn’t just able to rapidly adapt its content to meet new sales needs.

It was able to transform content into a new digital revenue stream for the business. By creating a series of high-value eBooks, the organization was able to generate more than $55,000 in additional revenue at a time when its core operations were virtually halted.

Read Informa Connect’s story and journey with Turtl here

Informa Markets:

Accelerating and automating proposal creation

Before they switched to Turtl, Informa Markets had a proposal problem. When the team wanted to create new proposals, they had to sift through powerpoint slides and wrangle multiple design elements into a format that (hopefully) fell somewhere near their corporate branding guidelines. That wasn’t just frustrating for sales enablement and sales teams—it was hugely time-consuming. On average, it took teams around half a day to create a single proposal.

By switching to Turtl, those same teams can now create proposals in just 15 minutes. By automating the creation and population of common elements, and making it easier to edit approved visuals, the Informa Markets team has saved around 1,540 hours per person, per year.

Read Informa Markets’ full story here