How Lightspeed DMS is Scaling Content Management for High-Growth Automotive Technology
Key Outcomes
Customer Background
Lightspeed DMS provides comprehensive dealership management software to automotive retailers across North America. As a growing technology company serving complex B2B customers, Lightspeed's marketing team needed to efficiently distribute product updates, training materials, and sales collateral across multiple touchpoints while maintaining version control and measuring engagement effectiveness.
The Problem: Content Chaos Limiting Growth Potential
Diana Wilberscheid, Lightspeed's marketing leader, faced the classic scaling challenge that plagues fast-growing B2B companies: scattered content across multiple systems with no visibility into what was actually being used or effective.
"Sales reps would search on their desktop, find something, or forward an old email they'd used before," Diana explains. "That can cause many things - it's got old content, and they might not even change the message with the customer's name."
Marketing collateral lived everywhere - Google Drive, individual desktops, old email threads - leading to sales teams consistently sharing outdated materials. "People love to get something, put it on their desktop, and that's what they keep sending," Diana notes. This meant prospects might receive materials that were 6-8 months old while current content sat unused.
As a "big Salesforce shop," Lightspeed's sales team lived in their CRM daily, but accessing marketing materials required switching between multiple systems. This friction meant sales reps often defaulted to whatever was easiest to find rather than what was most current or relevant.
The marketing team had no insight into which content resonated with prospects or customers. "We were like, do they read those? Do they care?" Diana recalls about their product update communications. With 70% of Diana's time spent with existing customers who frequently asked for role-specific training ("I have a new parts manager, what training should I provide them?"), the team needed a scalable way to deliver personalized content without manual intervention.
The Solution: Unified Content Platform with Deep Integration
Lightspeed implemented Enablix as their central content hub, leveraging the platform's flexibility to create an integrated content ecosystem spanning sales, marketing, and customer success.
The platform's tight Salesforce integration was crucial for adoption. This native integration automatically logs all content sharing activities, creating a complete engagement trail.
"Sales people really live in Salesforce every day. They can do all their follow-up calls and send documents without having to leave the platform they're most familiar with." - Diana Wilberscheid, Director of Marketing
Perhaps most innovatively, Lightspeed embedded Enablix directly into their public website's resource hub. When marketing updates a document in Enablix, it automatically updates on their website.
The team also uses Enablix to power their SaaS product's notification system, delivering targeted content to users through "tiles" - alert messages that appear when customers log into Lightspeed DMS. This creates a direct channel for product updates, feature announcements, and training materials.
Despite managing 500+ assets during migration, the entire setup process took just a week and a half. "The team from Enablix really did a lot of our first heavy lift," Diana notes, emphasizing how bulk uploads and automated tagging accelerated deployment. The platform now houses over 400 assets mapped to different sales stages, ensuring sales reps can quickly find exactly what they need based on the conversation stage.
The Results: Measurable Impact Across Multiple Dimensions
1,750 accounts engaged every 90 days - Lightspeed now maintains consistent touchpoints with their prospect and customer base at unprecedented scale.
450 daily content engagement events - The platform provides real-time visibility into customer and prospect behavior patterns, allowing Diana's team to track which materials resonate and identify engagement trends across their entire funnel.
50-60% time savings for sales reps - Sales productivity improved dramatically in day-to-day prospect conversations. They're not reinventing the wheel every time. The microsites can be shared across multiple prospects in the same industry vertical.
50,000+ customer data points generated - The in-product integration across 3,500+ accounts creates valuable intelligence for tracking engagement and identifying upsell opportunities, transforming customer success from reactive to proactive.
3,000 emails sent and logged in 30 days - Sales communication flows seamlessly through Salesforce with automatic activity logging and engagement tracking, eliminating manual data entry while providing complete visibility into prospect interactions.
The content intelligence capabilities provide Diana's team with actionable insights previously impossible to obtain. She can pull up any Salesforce account and see exactly which materials prospects have viewed and for how long. Analytics reveal that customer-focused content generates significantly higher engagement per asset compared to prospect-focused materials.
"The analytics and insights are incredible - we can pull up a specific account from Salesforce and see exactly what materials they've looked at, and even identify patterns like dealers spending time on rental content so we know to call them about our rental module add-on."
The platform has become so integral that teams across Lightspeed use it "quite creatively" beyond its original sales enablement scope. Technical writers leverage it for portal support functions, and various departments have discovered applications the marketing team never originally envisioned.
"It truly is so easy to use and intuitive - when you see it, you'll understand. It's built differently than other platforms, and the integrations with all our existing systems really improve our ROI by putting information where people use it every day."
"I send documents and additional information, and even if they don’t review them right away, a month later I can see they’ve reengaged. I know exactly what they’re looking at, which gives me a perfect opportunity to follow up. It takes the cold call out of sales, we can go in warm and speak directly to what they’re interested in or trying to achieve."
For growing B2B technology companies like Lightspeed, Enablix provides the scalable content infrastructure needed to maintain consistent messaging while enabling teams to focus on strategic initiatives rather than hunting for the right materials.