siriusdecisions summit - docusign presentation
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Marketing is a lot more effective when you know
who you are talking to.
Slide 2Confidential | © Demandbase 2012 All rights reserved.
Speakers
Allison Metcalfe DemandbaseSr. Director of Customer SuccessTwitter: @AllisonMetcalfe
Meagen Eisenberg
DocuSign, Inc.VP Demand Generation
Twitter: @meisenberg
Slide 3Confidential | © Demandbase 2012 All rights reserved.
Website as your “always on” salesperson
In a complex sale, the buyer’s journey is 67% complete by the time they’re ready to engage with a
live sales person
Slide 4Confidential | © Demandbase 2012 All rights reserved.
Website as your “always on” salesperson
No sale happens today without significant engagement by the ACCOUNT on your website.
Slide 5Confidential | © Demandbase 2012 All rights reserved.
Revenue Marketing Loop: Attract, Engage, Convert, Measure
ENGAGE with Targeted Content Experience
CONVERT with Targeted Conversion
ATTRACT with Targeted Ad Experience
MEASURE with Account Based Analytics
Slide 6Confidential | © Demandbase 2012 All rights reserved.
DocuSign
DocuSign is the global leader for eSignature.
• More than 37 million users who have DocuSigned more than 310 million documents in 188 countries
• More than 65,000 paying customers• More than 63,000 new unique users join the
DocuSign Global Network every day• Employees at 99 of the Fortune 100 and 90% of
the Fortune 500 have DocuSigned• More than 885,000 documents containing more
than 3.5 million pages are DocuSigned each day• 51% of DocuSigned documents are completed
within 1 hour• 46% of all DocuSigned documents are sent
using the DocuSign API• More than 80 applications available in our
marketplace to help customers finish business faster
• Available in 43 languages• More than 1.35 million copies of DocuSign Ink
have been downloaded to date
VISION: Empower anyone to sign anything, anywhere, anytime.
Slide 7Confidential | © Demandbase 2012 All rights reserved.
ATTRACT – Company Targeted Advertising
Slide 8Confidential | © Demandbase 2012 All rights reserved.
ATTRACT – Company Targeted Advertising
Slide 9Confidential | © Demandbase 2012 All rights reserved.
Targeted Forbes Ad
Slide 10Confidential | © Demandbase 2012 All rights reserved.
Targeted New York Times Ad
Slide 11Confidential | © Demandbase 2012 All rights reserved.
Companies Targeted and Visited
Slide 12Confidential | © Demandbase 2012 All rights reserved.
Increase in Pageviews by Day (for Targeted Companies)
• Average Page view for all companies across DocuSign.com: 4
• Average Page Views for all targeted companies: 13
• Average Page Views for all Movers: 19
Slide 13Confidential | © Demandbase 2012 All rights reserved.
ENGAGE – Homepage maps to buyer’s interest
• Call out to specific Industry… “Healthcare & Pharma use Docusign…”• Personal image to resonate with specific Industry• Testimonials and Customer logos from peer industries
Slide 14Confidential | © Demandbase 2012 All rights reserved.
ENGAGE – Homepage maps to buyer’s interest
• Six key industries, six different experiences on DocuSign.com.
Slide 15Confidential | © Demandbase 2012 All rights reserved.
Homepage ABCs (Results)
Average time on site longer with industry-targeted content
Bounce rate lower on industry-targeted content
Click-throughs tripled on industry-relevant call to action (CTA)
Sales and pipeline increased in industry focus
Slide 16Confidential | © Demandbase 2012 All rights reserved.
Targeted modal ad on homepage for user conference
Slide 17Confidential | © Demandbase 2012 All rights reserved.
Convert
Slide 18Confidential | © Demandbase 2012 All rights reserved.
Measure
Slide 19Confidential | © Demandbase 2012 All rights reserved.
Healthcare Example
Slide 20Confidential | © Demandbase 2012 All rights reserved.
Key Take-aways
Success = Attract, Engage, Convert and Measure– Right company with right message at right time is key
Spend $ on attracting relevant traffic only Stage of buying cycle is relevant for messaging Targeted content drives and increases conversions If you are not optimizing your forms and content,
you are losing business.
Slide 21Confidential | © Demandbase 2012 All rights reserved.
Questions now or later…
Allison Metcalfe DemandbaseSr. Director of Customer SuccessTwitter: @AllisonMetcalfe
Meagen Eisenberg
DocuSign, Inc.VP Demand Generation
Twitter: @meisenberg
Slide 22Confidential | © Demandbase 2012 All rights reserved.
Demandbase Account Based Targeting & Personalization Platform
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