Seismic: Financial Services Content Verticalization

Seismic Financial Services eBooks Case Study industry Research

Background

Seismic is a leader in enablement, helping organizations engage customers, enable teams, and grow revenue. The company’s sales enablement platform, the Seismic Enablement Cloud™️, equips go-to-market teams with the skills, content, tools, and insights they require to succeed. Seismic boasts over 2,000 customers around the globe, ranging from some of the world’s largest enterprises to startups and SMBs.

Business Problem

Seismic lacked financial services content for key financial services subverticals: asset management, wealth management, banking, investment banking, and insurance. While Seismic had sufficient middle and bottom-of-the-funnel resources such as case studies and videos, the company needed top-of-the-funnel thought leadership assets to feed its content strategy for the financial services markets.

Solution

Seismic asked Callan Consulting to conduct a financial services content verticalization project consisting of writing five eBooks and an infographic. Callan Consulting leveraged the subject matter expertise gained from previous content projects for Seismic and quickly came up to speed by performing a few additional internal interviews.

After completing the discovery phase, Callan Consulting supplemented that knowledge with industry-specific research. Then, Callan Consulting drafted the content for the five eBooks and infographic, pulling in stats that aligned with the unique, industry-specific business issues. The materials articulated their challenges, and ultimately explained why a sales enablement solution was key to solving each sub vertical’s most pressing go-to-market concerns.

Results

In just eight weeks, Seismic designed and published the eBooks and infographic, quickly expanding its financial services content library in time for the next fiscal year. The new content helped Seismic’s sellers streamline their pitching efforts and easily tailor their value proposition for the specific verticals.

Client Feedback

“The Callan team is always a pleasure to work with, and this project was no different. The new eBooks and infographic bolstered our top-of-funnel content arsenal for Seismic’s key industries in financial services.”