Revolutionizes Content Production and Increases Efficiency

The Challenge

Updating a Dated In-House Presentation Generator

Brown Brothers Harriman — or BBH — is a renowned private financial services firm, known for delighting its Private Banking clients by preserving and growing their wealth over time. Joy Smith, the Seismic Platform Manager for Private Banking, summed up her focus simply. In her own words – “With Seismic, I give our relationship teams and investment professionals what they need to do their jobs better.”

Back in 2019, Marketing needed to address some growing challenges related to content production for those client-facing teams. “We needed a replacement for an in-house client presentation generator,” Joy shared. “It was functional but not user-friendly, and our business users were frustrated. Even though it could automate some slide creation, it was a dated process. Plus, making any changes to the slides it would output was a big hassle.”

This challenge is why Joy and her colleagues started a vendor discovery search. Lucky for us, “Seismic had been on our wish list for quite some time,” Joy said.

Another challenge that was top of mind for Joy was content discoverability. Before Seismic, there wasn’t an effective way for relationship teams to find the content they sought. It was siloed across different systems and wasn’t regulated or governed optimally.

Joy knew they needed to find a solution where anyone who wanted to create, customize, or send content could find what they needed easily and feel confident it was an up-to-date, excellent piece of collateral to share with a prospect or client.

The Solution

Automating Content Production and Surfacing the Right Collateral

With Seismic, Joy and her team have officially traded in their in-house client presentation generator for a more powerful, modern solution.

For this implementation, they created a single LiveDoc (a dynamic, automated template) that relationship teams use to personalize decks for client meetings. LiveDocs automatically add known information to custom fields within documents and presentations in minutes using a pre-approved, up-to-date, compliant template. This “Client Review LiveDoc,” as Joy called it, provides a more intuitive experience for the business.

Following the success of their Client Review LiveDoc implementation, Joy created three additional LiveDocs for internal business users to customize for prospective clients. These three files have replaced fifteen individual slide decks which required manual upkeep.

“Marketing loves this change. Having fifteen different decks with common slides among them was tedious because updates to those slides needed to be made in each of the decks separately. By using shared slides in LiveDocs, that pain is eliminated. Now – when we update and promote the information in the shared slide, it’s automatically available everywhere,” shared Joy.

Since content production and automation are now so simple, naturally, relationship teams want an efficient way to search and surface the right customizable content as well. Joy was at Shift22 discussing this with her breakfast companions when Amber Mellano, a Seismic revenue enablement team member, spoke up and asked if she was considering using Seismic’s “highlight in search” capability. She hadn’t, but Joy couldn’t imagine BBH without it now.

Joy explained, “Every business has its nicknames and acronyms for things that all mean the same thing, especially in the financial sector. Our issue was that internal users were searching using six or seven of these different phrases that mean the same thing, and they struggled to find exactly what they were looking for.” Thankfully, with highlighted search in Seismic, Joy can create quick rules as an Admin where anytime someone searches for one of these six or seven terms that mean X, Seismic knows to point them all to content tagged as X.

After just six months with search capabilities, BBH employees have completed 9,000 queries. So, offering search and optimizing it over time, as Joy is doing, makes a massive difference internally and saves teammates lots of time.

Partnering with a Team of Enablement Consultants and Experts

From the start, BBH hired Seismic’s Professional Services team to give them a hand with strategy and implementation. Joy’s Seismic squad consisted of a Customer Success Manager and a Solutions Consultant who specialized in LiveDocs, plus some ad-hoc assistance from an Implementation Specialist and a Customer Support Specialist. She raved about her experience with the Seismic team.

“Across the board, everyone I’ve encountered has been knowledgeable, helpful, and interested in optimizing what I do,” Joy shared. “Often when you choose a vendor, you get to actual implementation and go, ‘Ok, where are the people who can help me do what the sales team told me I’d be able to do?’ and they’re not available. This was not at all my experience with Seismic. With Seismic, we knew we were supported from the outset.”

Aligning People Cross-Departmentally to Update Content

A delightful surprise benefit of Seismic that Joy has noticed is its effectiveness at bringing internal teams together and aligning messaging. Joy elaborated on this a bit: “When I think about Seismic, I think about sales enablement and KPIs, but I also think about answering ‘How can this tool help all of our employees?’ It truly empowers the people who make our external content. I support our Investment Research Group, Desktop Publishers, and more by having Seismic.”

Joy gave an example of how Seismic makes life easier for folks internally. “For example, we have certain stats like ‘Total assets under management’ or ‘Number of partners.’ These things change with time. With Seismic, we can update those figures in one place, and it automatically updates the stat anywhere else it appears across our content library. This saves content creators, who are always busy, so much time.”

The views and opinions expressed are for informational purposes only and may be subject to change.