Our Blog

Today more than ever, marketers work to accumulate as much knowledge as possible on the habits and preferences of customers in order to improve conversion rates and help speed up the sales cycle. Tracking customer engagement, identifying top-performing campaigns and measuring marketing initiatives has given marketing the ability to deliver personalized offers and targeted messages based on consumer behavior. And while this has become a standard practice for marketing, the need to gather insights and analytics into the content that gets consumed after the sales call has become the next frontier in sales.

Data is quickly becoming the essential raw material of any business decision. GlaxoSmithKline (GSK) sales and marketing teams now have access to previously unavailable insights regarding the interests and engagement levels of each physician.  GSK can now witness how physicians engage with specific pieces of content—both during and after sales calls using adaptive sales enablement.  This direct feedback is coupled with Skura’s predictive analytics, which suggest the optimal message, timing, and channel to approach individual physicians.  Together, Skura's closed loop marketing solution enables the GSK marketing team to personalize approaches, provide more meaningful content, and build stronger relationships with physicians globally.

Learn more from GSK and understand how they improved their campaigns and doubled the amount of time their reps spend on calls with Physicians in 78 markets around the world.