One of the problems facing marketing departments is that it can be hard for them to tell how effective different campaigns have been for their sales force, especially when sales representatives modify or remix marketing content in order to tailor it for a particular customer.
Highspot, a Seattle-based startup that operates a platform for managing collaboration between sales and marketing, announced a new feature today called Content Genomics that makes it possible for marketers to track different content through an organization, even when it has been modified. The company does that by feeding content into a machine learning model that breaks files down into their component parts by text, image and other data.
It uses that information to develop the “DNA” for a piece of content that can then be tracked, so marketers can, for example, watch the use of a particular set of slides across multiple decks all tailored to different clients. That information, in turn, will allow them to better tailor future content so it better resonates with customers. Highspot’s research has shown that 80 percent of all marketing content gets changed in some way before it gets used, which means this feature could bring valuable insights to marketers.
“With this content genomic technology, for the first time ever, marketing can now really understand what’s happening with all their content, whether it’s performing well, and how effective that content is,” Highspot Founder and CEO Robert Wahbe told GeekWire in an interview.
Highspot’s platform already supported the tracking of files through a sales and marketing organization, but this feature makes it possible to follow the same content across multiple files in a way that wasn’t possible before. Case in point: users will be able to track the use of a slide across tens of thousands of pieces of content shared by the sales and marketing teams.
It’s a part of the company’s larger vision of using technology to help sales and marketing teams work better together. At the moment, the company has over 100 customers, including Concur, Booking.com and Parallels. It was founded in 2012 and has raised a total of $11.85 million to date from investors including Seattle’s Madrona Venture Group.