Selling today means more than just sharing a pitch deck and hoping for the best. Buyers expect you to know their business, their problems, and—let’s be honest—to not waste their time. If you’re in sales or sales enablement and want to actually move the needle, this guide is for you.
SmartPages in Highspot promise a way to quickly build slick, customized pitches that feel personal without spending all day in PowerPoint. But how do you use them well? And what’s hype vs. reality? Let’s break it down so you can stop sending generic decks and start sending presentations that actually get responses.
What Are SmartPages—and Are They Worth Your Time?
SmartPages are Highspot’s answer to those clunky, one-size-fits-all sales decks. They’re basically customizable web pages you can build out using drag-and-drop blocks—think text, images, videos, documents, and interactive elements. You can reuse templates, pull in dynamic content, and update presentations on the fly.
What works:
- They look good out of the box—no need for a designer.
- You can tailor content for each buyer without starting from scratch.
- They’re easier to update than PDFs or slide decks.
What doesn’t:
- If you try to make every page “custom,” you’ll burn out fast.
- Overcomplicating layouts just slows you down.
- Not everyone opens yet another “interactive link”—keep it relevant.
Bottom line: SmartPages are worth it if you actually use the personalization features. If you just upload your old deck, nobody will care.
Step 1: Figure Out What Actually Needs Personalizing
Before you start clicking around, ask yourself: What does your buyer care about? Personalization isn’t just slapping their logo on the cover. It’s about making the content relevant.
Start here: - What business problem are they trying to solve? (Not just “increase revenue.” Get specific.) - What industry or role-specific pain points can you address? - What case studies or proof points will actually mean something to this buyer? - Who else is involved in the decision? (Send different versions to finance vs. IT.)
Pro tip:
Don’t make every slide personal. Aim for 10-20% tailored content—enough to show you did your homework, not so much that it slows you down.
Step 2: Build or Choose a SmartPage Template
Templates are your friend. Highspot has a bunch of starter templates, or you can build your own. The key is to create a reusable foundation you can quickly tweak for each opportunity.
Good SmartPage templates usually include: - A strong cover: Company logo, buyer’s name, and a headline that’s not generic. - Agenda or summary: Why you’re talking, what’s in it for them. - Personalized value prop: A section you can swap out with their specific pain points. - Relevant proof: Industry stats, case studies, customer logos. - Call to action: Clear next steps, not just “Let us know if you have questions.”
What to skip:
- Bloated intros about your company’s “vision.”
- Generic product feature dumps.
- Wall-of-text slides.
Set up your template so you only need to edit a few sections for each buyer. If you’re editing every block, your template isn’t doing its job.
Step 3: Add Personalization Without Wasting Your Day
This is where SmartPages can save you hours—if you do it right. Here’s how to personalize fast:
- Swap in their logo and brand colors (but don’t obsess—close enough is fine).
- Edit the intro and value prop to mention their company and the problem you’re solving.
- Drop in a relevant case study (ideally from the same industry or a competitor).
- Quote their own words if you have them—pulling from discovery calls or emails.
- Include a short video intro (optional, but it stands out if done well).
What to ignore:
Don’t personalize for the sake of it. If you’re stretching to find a “custom” angle, the buyer will see right through it.
Step 4: Make It Easy for Buyers to Share Internally
A great sales presentation dies when it’s impossible to share. SmartPages are web-based, so sharing’s easy—but only if you think ahead.
Tips: - Use clear, jargon-free language. Assume it’ll get forwarded to someone who’s never met you. - Keep the page skimmable—use bullets, bold headers, and short paragraphs. - Link out to deeper resources (demos, pricing, case studies) instead of dumping everything on one page. - Make sure your contact info and call to action are obvious.
Pro tip:
Preview your SmartPage as a buyer. If you were busy and skeptical, would you read it? If not, cut it down.
Step 5: Track Engagement and Follow Up
One of the best parts of Highspot SmartPages: you can see who’s actually looking. But don’t get creepy—use engagement data to tailor your follow-up, not to send “I saw you opened this!” emails.
How to use the data: - If a buyer keeps coming back to one section (like ROI), focus your next conversation there. - If nobody opens the page, maybe your email subject line or timing needs work. - If multiple people from a company view it, you’ve got internal interest—ask if they need more info for other stakeholders.
What not to do:
Don’t treat engagement tracking as a shortcut to “hard selling.” Use it as a signal, not a script.
Step 6: Keep It Simple—And Always Iterate
The best SmartPages are the ones that get used. If you’re constantly tweaking, adding, and complicating, you’ll end up with a mess. Start simple, see what gets results, and improve from there.
Checklist: - Are you reusing templates and only customizing what matters? - Are buyers actually opening and sharing your pages? - Is your message clear to someone outside your immediate contact? - Did you get feedback (even informal) to improve next time?
What to Ignore (Unless You Have Time to Burn)
- Overly fancy interactive widgets: If they don’t help tell your story, skip them.
- Endless A/B testing: Pick one or two things to try, not ten.
- Making your SmartPage look like your website: It’s a sales pitch, not a homepage.
Final Thoughts: Don’t Overthink It
Personalized sales presentations don’t have to be a huge project. Use Highspot SmartPages to make your pitch feel like it was made for them, not for everyone. Start with a solid template, personalize the few things that matter, and watch what actually works. Keep it simple, keep it relevant, and don’t get caught up in shiny features you don’t need.
You’ll close more deals—and you might even enjoy making decks again. (Well, almost.)