Eagle Eye Solutions, a leading provider of digital marketing solutions, faced significant challenges in aligning their marketing and sales efforts. With a small marketing team supporting a large, distributed sales force, the company struggled with content management, visibility, and engagement analytics. By implementing Seismic, Eagle Eye transformed their sales enablement processes, resulting in improved marketing effectiveness and stronger alignment with sales.
The Challenge
Complex Content Management and Lack of Visibility
Eagle Eye’s marketing team was overwhelmed by the need to manage a vast amount of content spread across various locations and folders. The lack of a centralised system resulted in little visibility into what the sales team was utilising, little to no version control, as well as an inability to track engagement analytics. Marketing also had no insight into which messaging resonated with customers, making them highly dependent on feedback from sales, without this being backed by data.
With only two marketers supporting 40-50 sales reps across time zones, prioritising content creation and updates posed a significant challenge for Eagle Eye. Additionally, the complexity of their target market, split by products with unique use cases, further complicated content management. The team soon identified a business need for sales enablement technology to help support the marketing and sales efforts.
After evaluating several vendors, Eagle Eye decided to partner with Seismic for its robust features and exceptional support. The decision was driven by the strong, supportive relationship with Seismic’s team, the ability to learn from other experienced customers, and Seismic’s expertise in guiding companies at different stages of their enablement journey.
“We were filled with confidence that Seismic would be the right vendor to partner with and help us on our journey. They understood the needs of different companies at different levels in their enablement journey, so were able to support us in the best possible way,” says McLintock.
Billy McLintock
Senior Product Marketing Manager
The Solution
Enhancing Marketing and Sales Alignment
Eagle Eye implemented Seismic within 60 days, integrating it with Outlook, Outreach, and Salesforce, to ensure that sales reps could access content directly from their email or CRM, streamlining their workflow and enhancing productivity. Internal education helped the team realise the benefits of these integrations, simplifying content sharing.
Seismic’s content management capabilities, along with features like LiveSend and Digital Sales Rooms (DSRs), provided Eagle Eye with a centralised repository for easy access to content, engagement analytics to track how content was used and perceived, and insights to refine marketing messaging and focus efforts strategically.
One of the most impactful changes facilitated by Seismic was a comprehensive brand refresh informed by engagement data. By leveraging Seismic’s advanced analytics, the marketing team was able to identify which content resonated most with their customers, which was used particularly frequently by their sales teams, and which did not receive the anticipated attention. This data-driven approach allowed them to refine their messaging and update their branding strategy effectively, driving better results.
The insights provided by Seismic allowed the marketing team to work more independently. Instead of relying on sales feedback, they could now use data to guide their content creation and updates. This shift enabled the marketing team to support sales more proactively, providing relevant and timely content without waiting for sales to reach out. The team could now focus on creating high-impact materials tailored to specific needs and markets, ensuring that sales reps always had the most effective tools at their disposal at any point in time.
“Having a tool like Seismic means our team never have to go anywhere else to get the content and information they need.” says McLintock.
The Results
Significant Improvements in Engagement and Efficiency
Since implementing Seismic, Eagle Eye has seen remarkable improvements. Their user licenses have doubled, with 94% of these users regularly using the platform. They’ve boosted engagement metrics by 139% in average weekly engagement, and, by leveraging Seismic data, they’ve increased average view time by 37%. Marketing can now create and update content efficiently, with clear insights into its performance and effectiveness, ensuring efforts are focused and impactful. This is reflected in their 90% content utilisation rate.
“Simply having the visibility and the data to back up our marketing efforts has been game changing for us,” says McLintock.
Eagle Eye plans to further leverage Seismic by creating templates for DSRs to enhance personalisation and using profiles to drive targeted campaigns. They aim to maintain their competitive edge by continually refining its marketing strategies with the help of Seismic’s capabilities and ongoing support.
