Seismic Interactive Content

Sales Enablement vendor Seismic released Interactive Content, a set of microapps and LiveContent presentations that lets remote sales reps “come close to mimicking an in-person environment, in which they are adapting to buyer reactions and feedback in near real-time.”  Interactive Content helps revenue organization deliver “immersive, engaging” digital experiences “with just a few clicks.”

A Tiled integration supports Seismic microapps that delivers “memorable evergreen content like digital brochures, pitch decks, 3D interactive visuals, and more.”

“Microapps unleash creative storytelling.  Organizations that deliver their messages in conversational, self-directed ways will win.  Those that don’t will be left behind,” said Tiled CEO Darrell Swain.  “Linear content will ultimately go the way of print.  We are moving into an experiential era that requires a new interactive content format that allows for the creation of rich, immersive experiences, without the need for code.”

Tiled microapps deliver “immersive experiences” with “evergreen content that captures buyers’ attention.”  The apps are interactive and drive engagement through stories “that resonate in a way buyers will remember.”

Seismic describes microapps as “a new content type that combines the interactivity of a mini-website or an app with the ease of document delivery.  Use cases include event invites, digital product brochures, buyer’s guides, and eBooks.

The microapp builder resides within Seismic’s Content Manager and supports drag n’ drop, interactive ‘tiles’ that deliver content as “scrollable image galleries and panes, in-line videos, quizzes, and more.”  The builder is a no-code service that supports adaptive display across mobile, desktop, and tablets.  Microapps may be reviewed and approved before publishing to targeted audiences.

While microapps support one-to-many interactive communications at the top of the funnel, LiveContent supports one-to-one, personalized communications at the bottom of the funnel.  LiveContent is built with familiar authoring tools that “easily transform traditional presentations into personalized, memorable, dynamic stories.”  Content is delivered in an “always-on” mode, as it is “intended to be.”

Seismic LiveContent converts standard presentations with embedded animations, transitions, videos, GIFs, and voiceovers “delivered remotely, exactly how a seller would deliver in person: in presentation mode.”  Seismic stores the original presentation file, allowing content creators to update LiveContent presentations based on page-by-page engagement analytics quickly.  The initial release supports Microsoft PowerPoint, but additional presentation formats will “follow soon.”

“Presentations are not intended to just be scrolled through,” said Seismic CEO Doug Winter.  “LiveContent allows a buyer to engage with a presentation remotely in a similar way that a seller would engage a buyer in person.  With our Summer 2020 release, we are bringing sales content to life.”

According to Seismic, interactive content is preferred to static material, with double the conversion rate of “passive” content.  91% of buyers prefer interactive/visual content and are twice as likely to share interactive content.  81% of marketers agree that interactive content grabs attention, and 45% believe that its effective for educating prospects (vs. 6% for static content).  88% contend that it is effective at differentiating the brand.

The CSO Insights 2019 Sales Enablement report found that 57.7% of buyers saw little difference between sellers with vendors blending together.  Only 31.9% of buyers felt that at least one vendor succeeded in differentiating itself.

Interactive content supports flexible navigation allowing reps to quickly transition to relevant use cases, products, or services during sales conversations.  “You can get a broad set of content—as large as any slide deck—and deep content that drills down into the details of your business solutions,” blogged Seismic Senior Content Manager Neicole Crepeau.  “But it doesn’t have to feel burdensome, and it can be easy to navigate in the middle of a meeting.”

Users can embed questionnaires, videos, assessments, and calculators.  They can let clients drive the discussion, “asking them to enter information or answer questions and choose what they want to know more about,” continued Crepeau.  “By flipping the conversation and putting the customer in the driver’s seat during a meeting, you ensure engagement and that you’re truly talking about topics that resonate with the prospect.”

“Buyer expectations are high, and if the content brands are serving them is not relevant or engaging, they will disregard it.  Today it’s not just about what you say; it’s also how you say it.  Content fatigue and information overload have become particularly pronounced in our new all-digital work environment.  Sellers and marketers are in need of content types that captivate their audiences and move them through the buyer journey faster.”

Seismic CEO Doug Winter

Interactive Content will be available as an add-on service.  Seismic does not disclose its pricing.

Seismic Partner Ecosystem

Sales Enablement vendor Seismic supports over one hundred technology vendor integrations.  Seismic claims to have the “sales enablement industry’s largest partner ecosystem,” with multiple CRM, MAP, and sales engagement partnerships.

“Seismic is purpose-built to work with any application to enhance customer experiences, increase platform engagement, and add value throughout a company’s sales and marketing technology stack,” stated the firm.

Seismic published the following list of significant integrations by category:

  • Customer Intelligence: Gong, Introhive
  • CRM: Salesforce, Microsoft Dynamics, SugarCRM, Oracle, Pegasystems
  • Sales Readiness: Lessonly, Brainshark, MindTickle, Allego
  • Sales Engagement: SalesLoft, Outreach, Salesvue
  • Productivity: Office 365, GSuite, Microsoft Teams, Slack
  • Business Intelligence: Snowflake, Domo, Clari, Sisense
  • Marketing: Oracle Eloqua, Adobe Marketo, Adobe Marketing Cloud

Seismic has also partnered with over twenty global consulting partners that “are helping customers drive more value from their sales enablement investment, as well as offering local language and in-country support.”

Seismic offers an enterprise-grade content management system which recommends the next-best action for content.  The platform employs analytics to recommend which content is most likely to resonate with a prospect based on buying stage, vertical, etc.


Seismic recently partnered with Industry intelligence vendor Vertical IQ.

Seismic – Vertical IQ Partnership

Seismic announced a partnership with Vertical IQ to deliver industry-specific insights within its Sales Enablement Platform.  Vertical IQ industry overviews will be delivered through Seismic’s dynamic content automation tool, LiveDocs, allowing bankers to quickly assemble client-facing content tailored to the client.  Vertical IQ covers over 325 industries with coverage of industry risks, quarterly insights, key financial benchmarks, and industry growth data.  Coverage of niche industries and regional economic data are also available from within Seismic but are not part of the LiveDocs integration.

Insights can be presented in-person, in print, or via digital devices and are packaged into Seismic templates.

The integration “helps bankers develop hyper-personalized communications with clients and prospects,” stated Vertical IQ CMO David Buffaloe.  “Our industry content is available directly through their platform, allowing bankers to develop customized presentation slides based on the prospects specific industry.”

Vertical IQ content is available to customers outside of the banking space, but the initial implementation was developed with Fulton Bank.  “We started with the joint focus on banking/financial services organizations; however, anyone that uses Seismic and sells to multiple industries would see value,” said Buffaloe.

Buffaloe called the integration a “big win for users” as bank leaders are looking to reduce the number of logins for conducting account research and support.

A Gartner survey found that bankers that deliver insights to their customers generate 94% higher fees.

Relationship Managers (RMs) at banks and credit unions support a broad set of customers and industries, making it difficult to develop deep expertise in individual industries.  Deploying on-demand, industry-specific intelligence helps RMs quickly come up to speed on an industry, ask intelligent questions of owners and financial professionals, and assemble custom presentations for winning business.  Industry-specific content also assists customers in their decision making and supports more valuable meetings between RMs and customers.

“Conversations between a banker and client should go both ways.  Vertical IQ and Seismic’s solution ensures conversations are backed by real-time, tailored insights so bankers can engage in better discussions and act as a trusted advisor.  This helps them bring unique value and expertise to the table to win, grow and retain more business.”

Vertical IQ CEO Bobby Martin

A recent JD Power survey of small businesses found that most were dissatisfied with their bankers’ ability to meet their needs and expectations.  Only 37% of small business customers felt that banks appreciated their business, and only 32% felt that banks understood their business.

According to Bob Neuhaus, VP of Financial Services at JD Power, “Banks need to focus on better integrating high-touch resources with innovative digital tools to meet the demands of small business.”

“Business customers have come to expect hyper-personalized interactions that meet the standards that are now common-place in their personal lives,” said Bill Finnegan, Managing Director, Financial Services Marketing at Seismic.  “We’re thrilled about our partnership with Vertical IQ because of the competitive advantage it will offer our banking customers.  The ability to generate rich industry insights on-the-fly in a marketing-approved format will help bankers elevate client conversations from just product, to industry-specific trends, advice, and guidance.  It allows bankers to be a consultative partner that demonstrates their bank truly understands their business.”

Vertical IQ has launched several integrations over the past year to deliver its industry research within sales and banking workflows.  Recent partnerships include Salesforce, RelPro, and Seismic.  Vertical IQ profiles are written in plain English for non-experts in financial services industries.  Strategic sales reps also leverage Vertical IQ.

The Vertical IQ integration is being sold by Seismic as an add-on to their current sales enablement solution.

Outreach Makes LinkedIn’s Hot Companies List

Seismic content can be included in Outreach email templates.

On Wednesday, I congratulated Drift and Cognism for making the LinkedIn Hot Companies list. Somehow I missed that Outreach also made the US list at #50. Perhaps I stopped looking at #49.

So congratulations to CEO Manny Medina and the team at Outreach. The Sales engagement firm has been going head-to-head with SalesLoft to become the leading vendor in its category.

Outreach is based in Seattle and reached unicorn status earlier this year, a rather impressive feat for a five-year old company that doesn’t rent scooters. It is on track to hit 450 employees by the end of the year and has doubled its revenue growth each year since 2016.

Outreach has 3,500 customers including Adobe, DocuSign and eBay.

One area of rapid growth is in its Galaxy partner ecosystem. New partners include Seismic, BombBomb, and Sendoso.  The Seismic integration allows reps to insert Seismic content into emails and multi-recipient sequences via a Seismic icon.  Reps are notified when prospects view content, allowing them to “transition the prospect into a high-priority, more personalized Sequence.”  Sales reps can also send follow-up content after a successful demo or meeting and modify messaging based upon which Seismic content is resonating.

BombBomb supports personalized videos which are inserted into sequences.  When a recipient watches the video, reps can trigger an urgent call task or place the viewer into a high-touch sequence.  Recorded videos and screen captures are also supported.  BombBomb is priced at $29.99 per seat per month with volume discounts.

Sendoso supports sequences which include e-gift or direct mail steps.  Reps can also setup triggers when e-gift links are activated or direct mail items received. For example, I recently attended a trade show and received a box of mini-cupcakes afterwards with an accompanying note from the Sendoso sales rep.

Other new partners include Aircall, BigPicture, Crystal, Dooly, LeanData, LiftIQ, Nova.ai Intelligent Customer Management, OBMetrix by Iceberg RevOps, Reachdesk, RingLead, SnapApp, Sona, and TopOPPS.

SalesLoft Partner Ecosystem

SalesLoft Partner Ecosystem (March 2019)
SalesLoft Partner Ecosystem (March 2019)

SalesLoft looks for partners that help “activate the authentic seller in everyone,” boost their productivity, and help customers scale their business.  Vendors should be adjacent to Sales Engagement, filling the gaps of functionality in the platform.  

Partners pledge to serve joint customers first, invest in the success of integrations through co-marketing, and “support our developer community, thus enabling innovation,” said VP of Product Strategy Sean Kester.

Kester noted that the partner ecosystem provides a strategic market advantage as it “creates a moat in the ecosystem supplanting us as the dominant #1 player.”  It also “significantly enhances customer LTV (lifetime value) due to the sticky nature of usage” and “drives customer acquisition through the roof, and CAC (customer acquisition cost) down due to leads driven from partners.”

The SalesLoft ecosystem has grown to 54 partners with a million “integration actions executed” over the past six months.  Nearly 2,700 teams have one or two integrations with 800 having implemented three and 500 having four or more integrations.

Kester discussed the partner ecosystem at SalesLoft’s recent #Rainmaker19 conference.

The top partner integrations are LinkedIn Sales Navigator, Sendoso, Showpad, and Vidyard.  VP of Product Strategy Sean Kester called Sales Navigator “by far the most popular integration we have.”  The SNAP integration supports four cadence steps: Account and Lead (contact) research, introductions, connection request, and InMail (Salesforce is an investor in SalesLoft).

Sendoso provides a direct mail service.  Integrated cadence steps allow sales reps to send direct mail, company swag, handwritten notes, eGifts, and Amazon items.

Showpad is integrated with the sales reps’ workflow.  Within SalesLoft, users can easily add content to their email campaigns, and gauge their prospects’ level of interest.  Showpad also provides context-specific content recommendations.

Vidyard GoVideo helps sales reps “easily create polished and personal videos for your prospects using Vidyard GoVideo webcam and screen recorder,” said Kester.  Sales reps can “boost response rates and humanize sales outreach by adding video to your sales emails in SalesLoft.

SalesLoft includes a freemium version and has supported 175,000 platform videos.

New partners include

  • Sales Content: Costello (Playbooks), OneMob (Video), VidGrid (1:1 Video), Outgrow (Interactive Content), Nova.ai (Messaging Hooks)
  • Sales Coaching: Outgrow, Fusion Funnel
  • Sales Intelligence: SalesIntel.io (Contacts), RingLead (Lead Enrichment), Buzzboard (SMB Profiles)
  • Compliance: DataGrail (GDPR)
  • Integration: Fireflies, PieSync, AppBuddy (SFDC Tools), Azuqua, Tray.io
  • Analytics: Triblio (ABM, Intent)
  • Video Conferencing: GoToMeeting; Zoom; JoinMe; WebEx
  • Email: Inbox Ignite (Email Reputation Score), Makesbridge (Mass Email / MAP)
  • Outbound Services: ConnectandSell

SalesLoft announced several partnerships that are in their development pipeline including LeanData, Drift, Ramble Chat, and Seismic.

LeanData provides Lead-to-Account assignments with automated cadences by persona and customized conditions.  Sales Operations defines the lead assignment and routing rules which are displayed as a flow diagram with Send to SalesLoft Cadence steps.  Duplicate checking will prevent a second cadence from being kicked off.

Drift and Ramble Chat are joining Intercom as chat partners.  “Ramble empowers sales engagement customers with a unique ability to extend chat directly through their platform,” said Kester.  “Ramble creates an additional channel of communication for their customer interactions.”

Ramble Chat performs a reverse IP lookup that identifies the account and logs it to Salesforce or SalesLoft, providing a form of first-party intent intelligence.  Both inbound (anonymous) and outbound (Cadence driven) chat are supported with outbound chat connected to the originating sales rep.

“We are excited for our partnership with SalesLoft.  Ramble’s unique architecture enables us to deploy chat within third-party applications, like SalesLoft, which changes how sales leaders utilize chat for pipeline contribution.  We not only make chat ‘outbound’ and ‘inbound,’ but we give companies the ability to extend chat anywhere online as a means of instant connection and sales acceleration.  Moving beyond ‘omnichannel’ and towards ‘omnipresence.’  The full breadth our chat technology can be deployed organically, directly from SalesLoft, which provides a more seamless client experience and new channels for Sales Engagement.”


Ramble CEO Justin McDonald

Seismic offers an enterprise-grade content management system which recommends the next-best action for content.  The platform employs analytics to recommend which content is most likely to resonate with a prospect based on buying stage, vertical, etc.

DataGrail provides a GDPR and CCPA compliance tool which “enforces on-demand access and deletion of a requester’s personal data across all first and third-party/external business systems.”  DataGrail also centralizes customer email preferences.  Other features include the “detection of non-consented or high-risk contacts, including geographic fingerprinting and migration for consented to non-consented purposes” and alerts if a deleted contact is being recreated in a sales or marketing platform.

Current apps are displayed on SalesLoft’s App Directory which helps admins see how integrations work, understand their use cases, and co-market the integration.  A developer’ portal is in development.


Prior articles on SalesLoft Rainmaker 2019:

Social Selling Benefits

Sales Research company CSO Insights and Seismic, a sales enablement vendor, asked 400 global B2B professionals about the benefits of social selling tools.  These tools include sales enablement, social listening, and social marketing solutions.  A full 38% weren’t sure of the benefits of these tools speaking to a need for vendors to better explain their value and provide user metrics.

The problem of value attribution has long been an issue with sales intelligence services as well, but as sales intelligence has become more tightly tied into the overall sales and marketing process, clear benefits such as reduced time spent keying and maintaining account information and the direct display of account intelligence within CRM I-frames have helped validate sales intelligence tools.

Likewise, B2B professionals found the biggest benefits of social selling tools to be reduced account / contact research time (39%), an increase in the number of leads (33%) and deeper client relationships (31%).  Broader process improvements were noted at lower rates with improved lead conversion (24%), shorter sales cycles (14%), and increased win rates on forecasted deals (13%) rounding out the benefits.

However, when the sub-group of professionals at firms which have aligned their social marketing and selling strategies was assessed, CSO Insights found a sixteen percent improvement in win rates.  Furthermore, the benefits were better understood with 57% enjoying more leads and 56% found deeper client relationships.  Amongst this group, only 18% were unsure about the benefits of social selling tools.  Thus, CSO Insights concluded that the high percentage of B2B professionals doubting the value of social selling tools was due to “a lack of maturity.”

CSO Insights defined social engagement as “equipping salespeople with skills, tools, and content to successfully navigate the change, decision, and value dynamics along the entire customer’s journey by leveraging social media.”  I find this definition a bit limiting operationally for vendors as it focuses exclusively on social media.  Both social selling and sales intelligence vendors have made the mistake of ignoring each other.  There are a few exceptions such as LinkedIn Sales Navigator adding a news feed and InsideView’s integrated social media Buzz tab, but most vendors either focus on profiles and news alerts/triggers or social monitoring and messaging.  The lack of fully integrated social monitoring and messaging tools within sales intelligence platforms remains a missed opportunity to improve sales intelligence products.

LinkedIn Sales Navigator offers Lead (executive) and company news alongside LinkedIn updates. Sales reps can filter for news or shares.
LinkedIn Sales Navigator offers Lead (executive) and Company News alongside LinkedIn updates. Sales reps can filter for news or shares.

A 2015 CSO Insights study of sales reps found that 33% felt social selling training was in need of a major redesign and 31% felt the training needs improvement.  CSO Insights warns against reducing social selling training to LinkedIn or Twitter training.  Research Director Tamara Schenk cautions that lessons from CRM training were not transferred to social selling training. “Salespeople are again asked to take tool training when at the same time the tool and the required skills have not yet been integrated into the current sales system, methodologies and processes. The result is the same. The new tool, social selling, is then considered as a time-consuming add-on rather than an effective enabler to create more and better business.”

Schenk noted that social strategy needs to be defined with marketing.  “An organization’s social strategy has to be aligned along the customer’s journey. [Sales] Enablement leaders are in an ideal position to orchestrate this process. After that, social selling skills have to be integrated in the current methodologies, engagement principles, and processes. Only then, not earlier, can social selling training services be designed and provided. And using the technology effectively is just one element. Another key element is the content challenge. Relevant and valuable content to attract prospects has to be made available for salespeople, ideally on the sales enablement platform with no further internal obstacles to access this content.”

The CSO Insights research was conducted in July by Schenk and Strategic Advisor Jim Dickie.  The study was based upon responses from B2B sales managers (61%), sales ops (21%), marketing (8%) and other roles located in North America (59%) and rest of world (41%).