[mintigo webinar] how docusign built a world-class lead nurturing program
DESCRIPTION
TO WATCH THE RECORDING OF THIS WEBINAR, GO TO: http://www.mintigo.com/how-docusign-built-a-world-class-lead-nurturing-program/ In 2012, DocuSign doubled its pipeline and far exceeded its sales targets. The company achieved these results because of the commitment and partnership of its marketing and sales team, led by VP of Demand Generation Meagen Eisenberg, to build out a world class lead nurturing and demand generation program. With over a dozen personas to target, 80,000 engaged leads to process each quarter, and more than 50 different nurture tracks, the DocuSign team is clearly doing something right. Hear the secrets behind the success of DocuSign’s lead nurturing program in this must-attend webinar. Both marketing automation novices and veterans will walk away from this session amazed and inspired by the best practices for accelerating your leads through the funnel. In this webinar, you will learn how to: - Focus on the right Personas based on interests - Create a lead scoring system that works - Map content according to Persona interests, buying stage & lead score - Measure success & optimize Guest Speaker: Meagen Eisenberg VP of Demand Generation at DocuSign Meagen has spent over 18 years in high-tech. In 2012 she received the SuperNova Award in Matrix Commerce and in 2011 the Marketing Visionary Markie award within the marketing automation field. Before joining DocuSign, she was Director of WW Demand Generation at ArcSight, an HP Company, and prior to that she led worldwide programs and events at TRIRIGA (acquired by IBM) for integrated workplace management systems. She has an MBA from Yale School of Management, and a Bachelor of Science degree in MIS with a minor in CSC from Cal Poly – San Luis Obispo. About Mintigo The Mintigo marketing intelligence platform continuously searches the big data of the web and social profiles to help marketers find and engage their best prospects. Mintigo analyzes the needs and interests of 30 million B2B prospects, so marketers and sales reps can engage each prospect with the right message and product. Companies like Box, BMC, Cloudera, DocuSign, and Edmunds use Mintigo to get more clicks, more shares, and more pipeline. To learn more follow @mintigo and visit www.mintigo.com.TRANSCRIPT
How DocuSign Built A World-‐Class Lead Nurturing Program
Host: Jason Garou*e CMO, Min1go @jgarou*e
Guest Presenter: Meagen Eisenberg VP of Demand Genera1on, DocuSign @meisenberg !
About Min@go
Meagen Eisenberg VP of Demand Genera1on at DocuSign
• Award-‐winning marketer & thought leader on marke1ng technology
• 19 years in high tech: HP, Pos1ni, IBM & Cisco Systems !
About DocuSign
Our Vision
Empower anyone to sign anything, anywhere,
any1me.
60K New Unique Users Every Day, 40M Thus Far
Our prospects are everywhere!
C-‐Level Finance
Marke@ng Sales HR
Procurement
Facili@es Legal
Support
IT Opera@ons
The next 40 minutes – The DocuSign Story
• Sales pipeline landscape and funnel mix • What do you need to build a world-‐class lead nurturing program?
– The Right People – The Right Technology – The Right Process
• Nurture content development cycle • Demo nurture program • Measure of success • Results
h*p://www.pardot.com/infographic/the-‐roi-‐of-‐marke1ng-‐automa1on-‐infographic/
50% more sales read leads at 33% lower cost
20% more sales opportunities
What does your funnel mix look like?
Need Learn Evaluate Negotiate Purchase Implement Advocate (Trial starts here à)
Deliver the appropriate marke1ng mix at the correct buying stage to accelerate revenue
What do you need to build your world-‐class lead nurture program?
People • Marke1ng
– Web team
• Sales • Customer success & support • Analysts • Thought-‐leaders • Partners
People Technology Process
Syndicate targeted content at the right stages
• Marke1ng Automa1on PlaXorm (MAP) • Marke1ng database • Email plaXorm and response tracking • Lead scoring and nurturing • Sales enablement tools • Website-‐ac1vity for website triggered
nurturing
• Targe1ng and personaliza1on plaXorm • Web form op1miza1on • Website op1miza1on
• Customer DNA and Interest analysis – harness big data technology to locate new prospects on the web
People Technology Process
Are your forms collec@ng the correct informa@on for targeted content delivery and nurturing?
• SiriusDecisions says 5 or less • What are the key fields?
• Name • Title • Email • Phone • Company
• What are the necessary hidden fields? • Industry • Company size • Loca1on info (City, State, Country)
People Technology Process
You loaded the leads, now what?
Lead scoring: A quick way to assess the quality of the lead to priori@ze who to contact
Score Descrip@on Marke@ng Ac@on
A4 The right prospect, but no interest. Priority, but may need specific "why now" messaging.
B1 Good fit and very interested. Send to sales queue for follow-‐up.
C1 Not the ideal prospect, but very interested.
Will they ever be a good fit? Con1nue to nurture.
D4 Wrong fit. No interest. Fulfill request and segment out.
Explicit = Profile fit Of Prospect Scale: A, B, C or D
Implicit = Level of Engagement or Interest Scale: 1 -‐ 4
People Technology Process
Why nurture? • Align sales cycle with buy cycle • Reduce “lead wastage” – plug the leak!
• No1fy sales when prospect exhibits “ready to buy” signals
• Move from trial to buy • Cul1vate prospects with longer term buying horizons
• Align resources to lead value
People Technology Process
Content design and delivery is art wrapped in technology.
Rows 1. Buyer’s journey 2. Lead score and stage (A -> D, pre-qual, attempt, qualified, etc.) 3. Definition of your agreed stages with sales 4. Gates to get through for buyer 5. Content and tools to achieve next stage 6. Existing content, tools & resources 7. Identify content gaps
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People Technology Process
Understand your content needs -‐ map your buyer’s journey to your sales cycle
Mind the gap.
Content development cycles • How do you get content?
• Create vs. curate
• How do you use content? The Solu1on Sale • Top of funnel – focus on buyer’s interest and thought-‐leadership such as third-‐
party whitepapers, videos verses your product content • Middle of funnel – case studies, peer reviews, demo/experience, differen1a1on
(ex. security), how-‐to videos and whitepapers for trial • Late-‐stage funnel – product briefs, house whitepapers, why you are the best
solu1on
• How oken do you refresh it?
Perfection is attained, not when
no more can be added, but when no
more can be removed.
-Antoine de Saint Exupéry
1900-1944
Show me.
Business trial nurture experience
Forrester Wave: E-‐signatures – complimentary whitepaper
I would have written a shorter letter, but I did
not have the time
-Blaise Pascal 1623-1662
Nurture system to accelerate the sales pipeline
24
Need Learn Evaluate Negotiate Purchase Implement Advocate
Default Default EMEA
(Trial and demo starts here à) ProTrial NARTrial BizTrial
Biz Customer Welcome
DS Ink
Usage Rewards
Low usage
Credit Unions Insurance Education
Industry:
Marketplace/Connector: DS for Salesforce
MS Dynamics SugarCRM
Box Google Drive
Google Ent Apps Alfresco
Foxit
BizTrial EMEA
Biz Customer Welcome EMEA
CC Expiration
An@-‐churn:
Web-activity triggered
Connector base (EMEA)
Developer
Mobile
NAR Pro Free RE/NAR Pro
Web Customer
Rate + Review
HiTech Banking No usage
Healthcare DocuSign Confiden1al
Reengagement
Department:
Lost to Competitor
Marketing
C-Level HR
Measure what ma*ers – you can’t manage what you don’t measure.
Measure of success – what’s working and not? • It’s NOT just Email analysis (A/B tes1ng and email / content engagement) • Opens, clickthroughs, form submissions, forwards • Unsubscribes
• Was end goal of content/nurture program obtained? • Did you increase trial conversions to buy? And reduce 1me to buy
from trial? • Did you reduce churn?
• Did you reduce the sales cycle by leveraging content? • What opportuni1es were influenced by your content assets? • Measure opportunity revenue with campaign tracking • Blind form submits
Results: Lead and deal accelera@on machine
• 35k leads/quarter to 80k YoY
Marke@ng efficiencies – small group can operate at large scale
Growth in business -‐ Increase in conversion rates, pipeline and revenue, reduc1on in churn
• Tripled pipeline within two quarters • Reduced churn 65% across the business
Strong partnership between sales and marke1ng
Marke1ng execu1on and input valued at the execu@ve level
Experience the DocuSign nurture system
Sign up for a trial or
Download the DocuSign Ink app
Q&A And Next Steps
Follow To Learn More B2B Marke1ng Best Prac1ces
• Meagen: @meisenberg • Jason: @jgarou*e • Min1go: @min1go
Live demo of Min1go
www.min1go.com