Mediafly, a provider of sales enablement technology, content management and advisory services that create interactive, value-based selling experiences, today announced its Winter product update. Mediafly introduced Shadow Content Finder, a feature that helps organizations identify and track the performance of seller-generated content (vs. marketing-approved content) to understand what resonates with customers and improve future content strategy. As content usage and consumption remains a key driver of innovation at Mediafly, Shadow Content Finder was designed to increase visibility into seller-generated content that moves deals forward during sales interactions. The feature extracts content performance insights that marketers may not otherwise be aware of.
SiriusDecisions found that 43% of B2B marketing decision-makers report their companies have lost sales as a consequence of not having the necessary content at the right time for a specific customer. Consistently complex with multiple stakeholders, B2B purchase decisions now require higher-quality, customized content to close the engagement gap, which is widening in an increasingly remote selling environment.
“Mediafly’s success is largely attributed to our continued focus on providing sellers with the tools and knowledge needed to meet customers where they are and drive deals to close,” said Carson Conant, CEO and founder, Mediafly. “Among the many upgrades to Mediafly this quarter, the addition of Shadow Content Finder amplifies our Mediafly Insights content analytics capabilities in a big way. Whether remote selling or in-person, engaging a captive audience starts with having the right content at the right time. In that context, having a full view of what content works and doesn’t – whether produced by sales or marketing – is key.”
Inherently built around content and how people use it, Mediafly defines “shadow content” as content whose composition differs from any sales content that has been created by a marketing team member. The new feature shines a light on vital information that marketers are typically unaware of – high-performing, sales-generated content that they can evaluate and incorporate into existing materials to help reps sell in a value-driven, personal way.
“Marketing doesn’t function in a vacuum; the success of sales and marketing is completely interdependent. The performance of content in sales meetings should inform marketing to better support sellers, not drive them to create their own,” said Isabelle Papoulias, CMO, Mediafly. “Solving for this means continuing to innovate by giving our customers content usage intelligence, tools and processes that enable them to understand how any content helps close deals, whether sales created it or marketing, as well as to help them flag any content compliance issues.”
Shadow Content Finder reveals how sales reps are interacting with content, who created it and how it is performing with customers. The tool prompts users if content is not marketing-approved and guides them through how to identify effective data points, messages or materials and update or blend them with approved content. Intuitive and easy-to-use, search features within Shadow Content Finder can be sorted by team, individual user, folder and creation date.
Along with Shadow Content Finder, Mediafly recently made additional feature updates within its platform, to continue to drive greater benefits for customers in the following areas:
- Easy yet sophisticated UI/UX
- Enhanced customization capabilities
- Flexibility to helps sellers seamlessly pivot across sales content during any conversation
Mediafly releases daily improvements and updates within the platform, providing unique content creation, sharing and native animation capabilities to ensure sales reps can have personalized interactions with their customers and drive results.
“Ultimately, our latest product updates are designed to further elevate engagement between and preparedness for sales reps during increasingly remote sales interactions, when the right content experience matters more than ever,” said Conant.