Highspot Success Stories: Ritchie Bros. Personalize the B2B Buyer Experience

Описание: Creating a personalized, data-driven buyer experience is no longer optional—it’s a competitive edge. At Ritchie Bros., the world’s largest industrial equipment reseller, building trust with prospects means more than face-to-face meetings. Their sales team needed a better way to reach out with relevant, custom-tailored content that reflects where each buyer is in the sales cycle.

In this video, Justin O’Connor, Manager of Seller Marketing, shares how the team is using personalization to deliver more targeted, engaging materials across channels.

Through persona-based and sector-based pitch styles, Ritchie Bros. has found new ways to equip reps with content that resonates—and to influence decision-makers early and often.

That means reps now know exactly which pieces of content to share, when to share them, and how to convert more potential customers into long-term customers.

Here’s what you’ll see in this story:
00:00 Centralizing marketing content and sales materials to simplify how the sales team engages buyers
01:13 Creating persona-based pitch styles that drive more personalization and better buyer experience outcomes
02:15 Earning trust from sales reps by publishing relevant, engaging materials they use every single day
03:03 Looking at content engagement data to improve follow-ups and convert interest into new business and revenue
04:19 Overcoming adoption challenges and spotlighting top performers to encourage enablement success across the team

Using feedback from sales to identify high-performing materials, align enablement with marketing, and tie enablement efforts to real business impact has also helped Ritchie Bros. elevate its enablement approach.

What’s more, the company is continually improving its outreach based on prospects’ activity and intent—and the results speak for themselves.

For Ritchie Bros., it’s all about improving the buyer experience—by giving their sales team smarter, more strategic ways to engage.

And with a growing library of impactful assets, AI-powered insights, and collaborative feedback loops, the team is well-positioned to meet buyers where they are and move them forward with confidence.
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Related Resources:
How Digital Sales Rooms Revolutionize the Buyer Experience: https://www.highspot.com/blog/digital...
5 Best Practices to Engage the Modern Buyer: https://www.highspot.com/resource/the...
9 Sales Role Plays and Exercises That Boost Skills: https://www.highspot.com/blog/sales-r...

#SalesExperience #BuyerExperience #CustomerExperience
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