Posts tagged "Best Practices"

New Research Indicates that Mobile is the Future of Sales Enablement

Historically, sales success was driven by a sales rep’s ability to manage the customer conversation from first engagement to final deal. That’s all changing. Now, through technology, customers are more in control. They have access to information about products, pricing options and the competitive landscape at their fingertips, long before they meet with a sales rep.

How can companies transform their sales enablement to take advantage of new opportunities? And where do they see the future of sales enablement leading? These questions—and more—are answered in a new study by Adobe released today—Closing the Deal: The State of Sales Enablement.

According to the new research, 89 percent of sales and marketing managers believe their company is on the right track with its sales enablement strategy, but believe a shift in approach is needed to stay successful. Driving this confidence is evidence of improved sales effectiveness and increased sales volume, however, in an increasingly mobile environment where pitches and deals are made and closed on the go, less than 30 percent of companies are actually implementing sales enablement solutions that allow teams to adapt to this technological evolution.

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To solve sales enablement challenges, enterprise sales teams must embrace technology. According to the research, 86 percent of sales managers believe that digital tools will help improve job performance, with mobile sales enablement tools fundamentally changing the nature of enterprise sales (U.S.: 84%) and to shortening the sales cycle (U.S.: 84%).

 

Other key findings

  • Training staff (U.S.: 27%), ensuring proper communication about products and services (U.S.: 29%) and measuring sales effectiveness (U.S.: 27%) are cited as top sales enablement challenges.
  • Data and analytics (U.S.: 89%), app-based solutions (U.S.: 84%) and customer relationship management (U.S.: 86%) integration viewed as important for digital sales enablement solutions to effectively increase sales productivity.
  • Investment in mobile sales enablement strategy is high across countries; apps recognized as top investment in the U.S. (82%), UK (84%) and Germany (74%); Web noted as priority in France (84%).
  • Spending on sales enablement solutions is predicted to continue to increase over the next three years with France showing the most long-term potential (U.S.: 65%, U.K.: 56%, Ger: 71%, FR: 65%).

Today’s successful organizations are those that implement digital tools to help reps have more informative customer conversations about product and services that add value to the sales discussion. Because strong investment in digital/mobile sales tools will occur over the next three years, make sure your organization reinvents its strategy ahead of the competition.

Closing the Deal: The State of Sales Enablement was commissioned by Adobe and produced by Edelman Berland. The study surveyed more than 1,000 business-to-business sales and marketing executives in the U.S., U.K., Germany and France.

Check out the full results of the study here.

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Ready to accelerate your readership and revenue? Attend our webinar and read the Driving Digital Readership white paper

You’ve created your immersive and beautiful digital magazine and delivered it to the Newsstand, but now what? If you’re ready to take your digital magazine strategy to the next level, be sure to check out our jam-packed white paper that focuses on all of the consumer marketing tools available within Adobe Digital Publishing Suite. You’ll learn how to:

*   Offer freemium content with tools for converting readers into subscribers
*   Leverage the power of your readers social networks
*   Monetize your web traffic by embedding a high-fidelity version of your magazine
*   Keep your readers coming back from more with custom push notifications
*   And much more

Read the PDF here:
Best practices for driving readership with Adobe Digital Publishing Suite

 

Plus, don’t miss the free, one-hour webinar on Thursday, November 21 at 9am PST where all of these topics—and more—will be covered! You’ll learn firsthand how and why to use these features and see terrific examples of how publishers are using them today.

Register for the webinar to reserve your spot!

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Designing for Digital Publications

Tips from Rupert Knowles, Senior System Engineer, Adobe

Over the past couple of years I have worked with many clients building publications with Adobe Digital Publishing Suite. One of the great things about Digital Publishing Suite (DPS) is that it allows publishers to use existing in-house graphic design expertise to create both their paper based publications and their digital cousins.

I am constantly amazed at how a designer from a pure print background can very quickly create stunning interactive publications. However, the designer will still need to learn new skills unique to digital production. In particular you need to think about the user experience, and the journey that the reader will take as they navigate the publication.

There is a tendency with any new technology to sometimes overuse the features just for the sake of it. It is always worth using them in moderation and where appropriate. And remember, with Adobe DPS analytics, you can measure whether people are interacting with the elements that you create.

Readability

One of the first things to decide on is the size of the font. Typically, for body text, most DPS apps use 16-18 point. One of the most common mistakes I have seen is that the text size has been set too small.

Not all fonts look as good on screen as they do in print. This is less of an issue with Apple’s retina displays, but you should still make sure the typeface serves its purpose well.

And remember you can now choose to render your pages as PDF output. This not only reduces the folio size but also allows people to pinch and zoom on the article.

Navigation & Interaction 

The display on a 10” tablet is a lot smaller than the page size of your average magazine. So an 80-page paper publication could translate into a much larger digital edition.

This is one of the reasons why publishers create publications that scroll both horizontally and vertically.


Figure 1 – Most magazine use 2 dimensions

However some publishers prefer to flatten the folio so that the title only scrolls horizontally. This create a simpler user experience, but the reader now has to swipe through a lot more pages, and it can become a bit unwieldy.


Figure 2 – In this example from Foxtons Area Magazine, they only use horizontal scrolling

To help with this scenario, we have just introduced a feature called 2 finger swiping. Swiping with one finger will take you to the next page, but swiping with two fingers will take you the next article or section.

An important aspect when adding an interactive overlay to your publication is to make sure that the dynamic element does not prevent or restrict the reader from moving to another page, for example creating a full screen swipe-able slideshow or image sequence would block the reader from changing the page. I would recommend leaving a consistent part of the page as “non-interactive” so that the reader quickly learns where to swipe from to change page.

We have made this process easier with the addition of another new feature, hot zone page control. Hot Zones let users tap the edges of the article to browse to the next or previous articles. You can define the width of the Hot Zones in Viewer Builder. Hot Zones take precedent over all overlays with the exception of buttons.

Symbology

Whenever you create a publication it is important to establish a set of icons or symbols to denote which parts of a page are interactive. It needs to be clear to the reader where to swipe or tap to access a specific feature.


Figure 3 – Icons from Lakeland Magazine

It is also good practise to provide positional cues throughout the publication to indicate if a story continues and show how many more pages there are to go.


Figure 4 – Navigation cues from Uncut Bowie

We all know how a paper publication works, the goal here is try and make the digital variant as intuitive as possible.

Finally encourage your readers to explore by making it fun.

 

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