siriusdecisions summit - docusign presentation

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

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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

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Website as your “always on” salesperson

No sale happens today without significant engagement by the ACCOUNT on your website.

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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

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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.

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ATTRACT – Company Targeted Advertising

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ATTRACT – Company Targeted Advertising

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Targeted Forbes Ad

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Targeted New York Times Ad

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Companies Targeted and Visited

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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

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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

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ENGAGE – Homepage maps to buyer’s interest

• Six key industries, six different experiences on DocuSign.com.

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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

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Targeted modal ad on homepage for user conference

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Convert

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Measure

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Healthcare Example

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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.

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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