When ABCOMRENTS, a proven leader in providing resale, integration, and technology rentals services to clients across the United States, initially partnered with Mediafly years ago, it was to help the company align its sales and marketing teams for improved organizational efficiency and effectiveness.
At the time, ABCOMRENTS had a number of common sales and marketing challenges it knew it could address with sales enablement technology, including:
- Helping marketers better manage 4,000+ SKUs with multiple pieces of content per product
- Reducing valuable time spent searching for relevant sales and marketing content
- Eradicating the use of outdated sales and marketing collateral in the field
- Coordinating content updates across multiple acquisitions
- Eliminating the need to send large files via email
- Enhancing the presentation experience with dynamic content and imagery to help customers better visualize product offerings
Using Sales Enablement Technology to Solve Common Sales Challenges
By early 2020, the company had leveraged Mediafly’s sales enablement platform to solve each of these challenges, and boasted a 100% adoption rate of the solution.
“Mediafly has made things so much easier for our sellers, they have no reason not to use it,” said Shannon McNealy, Marketing Manager at ABCOMRENTS. “They know when they use the Mediafly application, they’re putting the most relevant and up-to-date information in front of buyers.”
Using Mediafly, ABCOMRENTS was able to organize all of its content in a systematic way, ensure every person across the business has on-demand access to all current sales and marketing collateral, and enable sellers to enhance presentations and buyer engagement with targeted content collections and insights. The team also leveraged the platform to successfully onboard sellers from acquisitions including its most recent acquisition of SmartSource, a company with a sales team four times the size of ABCOMRENTS’s existing sales force.
By all accounts, ABCOMRENTS had deployed a largely successful sales enablement strategy and was seeing impressive results…but then COVID-19 happened.
Sales Enablement Technology Gains a New Purpose Amid Coronavirus Crisis
Because the company’s main revenue stream comes from technology rentals at tradeshows and other events, much of ABCOMRENTS’s business stalled. When the country’s socio-economic situation failed to improve, the team knew it had to pivot their business model and do it quickly to survive. Instead of targeting tradeshow and event exhibitors, they re-focused their sales and marketing efforts on helping organizations quickly set their employees up for remote success – renting laptops, tablets, etc. to businesses and educational institutions across the country.
ABCOMRENTS used Mediafly to distribute new product content quickly and ensure everyone on the sales team could speak to the new offerings. The marketing team worked to create collections around specific industry applications, various challenges, and use cases to save the sales team time and ensure all sales conversations aligned with new go-to-market messaging and promotions. ABCOMRENTS’s marketers also leveraged Mediafly’s built-in analytics and reporting tools to track prospective buyers’ content consumption patterns and used the information to swiftly identify what content resonated with buyers and optimize accordingly.
Sales enablement has provided the ABCOMRENTS team undeniable value during an otherwise trying time. While the company has had to reduce budgets and scale back other initiatives, the team has decided to expand its sales enablement solution, integrating its Mediafly application with its Salesforce CRM and adding sales-readiness capabilities to ensure its sellers are prepared for anything else 2020 throws their way.
To hear ABCOMRENTS’s full story, check out our latest recorded webinar ‘How to Quickly Pivot Your Sales and Marketing Strategy in the Age of Social Distancing.’
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