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Marketing is a lotmore effective whenyou know who youare talking to.
Slide 2Confidential | © Demandbase 2012 All rights reserved.SpeakersAllison MetcalfeDemandbaseSr. Director of Customer Suc...
Slide 3Confidential | © Demandbase 2012 All rights reserved.Website as your “always on” salespersonIn a complex sale, the ...
Slide 4Confidential | © Demandbase 2012 All rights reserved.Website as your “always on” salespersonNo sale happens today w...
Slide 5Confidential | © Demandbase 2012 All rights reserved.Revenue Marketing Loop: Attract, Engage, Convert, MeasureENGAG...
Slide 6Confidential | © Demandbase 2012 All rights reserved.DocuSignDocuSign is the global leader for eSignature.• More th...
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)• Averag...
Slide 13Confidential | © Demandbase 2012 All rights reserved.ENGAGE – Homepage maps to buyer’s interest• Call out to speci...
Slide 14Confidential | © Demandbase 2012 All rights reserved.ENGAGE – Homepage maps to buyer’s interest• Six key industrie...
Slide 15Confidential | © Demandbase 2012 All rights reserved.Homepage ABCs (Results) Average time on site longer with ind...
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 Measur...
Slide 21Confidential | © Demandbase 2012 All rights reserved.Questions now or later…Allison MetcalfeDemandbaseSr. Director...
Slide 22Confidential | © Demandbase 2012 All rights reserved.Demandbase Account Based Targeting & PersonalizationPlatform
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SiriusDecisions Summit - DocuSign Presentation

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  • So good to see so many friends here.Connect with audience – crack about early start time haha, late for me with six month old haha
  • Our customers are realizing that buyers are changing the way they buy. Invisible.Invisible to visible.Marketing is not only about buyers journey which is a subset of your customers lifecycle.
  • Talk about the lost revenue here,
  • In working with customers we have realized the value is not just what a piece of technology does, but when it enables you to appraoch your marketing different and get dramaticaly more efficient. Enables a new apppach and this is the new approach.Technology enables you to think about things a llittle differently, and optmize the entire investment to revenue, conecting spend to revenue/Start with Engage slide – they are bailing, not engaging. You need to engage the relvevant accounts that are already on your site – I crease the relevance and reduce the clutter.Remove the friction fro the hand raise.Jay Gaines said soeone downloads a white paper they migth be interested but if a company is on yoru site 15 times, that is a signal of interest – which is why being able to measure the accounts on our site is foundtational. And now that you know the profile of accounts you should be targeting, don’t just wait for them to come! You want to spend more money attracting the audicnes that fit the profile of the accounts that buy and spend less actively driving people that are not going to buy from you to site. Get the ones you care about, you have to proactivey care about htem.Marketing should not longer be these point solutins and data siloes – instead, it is a marketing life cycle.The end is not just – did it become revenue? It needs to be lather, rinse, REPEAT/What our customers are realizing is there is a need to approach their demange and makrieng with four key tenants in mind – Explicity say – doing the same and expected different results is crazyz, meagen gets that, we used to joike that iniovation in makrketing was an oxymorona but meagen is proving that wrong, she is innovating and tthinking of things differently.Drop the “targeting and peresonalizationpllatform for B2B somehow.Look at all my customers, lots of you know us, quick show of hands that do not know what demandbase does – for you – we are xyzApproaching marketing slightly differentTwo things she has realize1 – all of her future revenue is eventually going to go to her website – think about it!2 – shes really focused on aligning marketing with sales and part of that approach is understanding how do you spend more of your marketing dollars against companies that are likely to become revenue and less against people that are never going to become revenue. Account based marketing is a powerful way to alging sales and marketing and understand the ROI of yourur marketing because if your marketing programs are really effective, its not just about the number of leads you get, its about those accounts actually being in the sales pipeline and becoming revenue.How you should approach your overall demand generation and marketing strategySo, what should we do?Make interactions more effective bycreating environments that attract,engage, and convert targetedaccounts.…and constantly be measuring the success of these efforts with analytics.
  • Date range: 11/2 – 12/17451 Companies Targeted (SID’s)263 Companies Active During Campaign (59% of all companies targeted)13 average pageviews per company1,051,737 Impressions served to 451 Companies0.03% CTR and a 1% Interaction Rate (inc Roll-overs)Stage 3 (MQL No Contact) Impressions: 364,122 Stage 4 (SAL) Impressions: 65,322Stage 5 (SQO) Impressions: 622,293Movement Stat: 6% of companies changed stage
  • Only loads for companies over the size of $100 million in revenue
  • Removed trial-type selection stepCollect location and company info in hidden fieldsYour forms are your websites greatest assets. If they are not optimized, you are losing business.
  • So good to see so many friends here.Connect with audience – crack about early start time haha, late for me with six month old haha
  • Whats unique about demandbase – we allow you target the companiesWe segment and id 100% of yorutraffice and provide detailed attributes a bout the enterprise and mid marketing companies that engage with youWhat we offer is 3 suite of solutios – CTA, site op, and sales iqmoduels.New logo slide? I work with these marketins its awesome my job is to make them scuessfullyim not in sales not here to pitch you so if I dondt say it perfectly ietc et
  • Transcript of "SiriusDecisions Summit - DocuSign Presentation"

    1. 1. Marketing is a lotmore effective whenyou know who youare talking to.
    2. 2. Slide 2Confidential | © Demandbase 2012 All rights reserved.SpeakersAllison MetcalfeDemandbaseSr. Director of Customer SuccessTwitter: @AllisonMetcalfeMeagen EisenbergDocuSign, Inc.VP Demand GenerationTwitter: @meisenberg
    3. 3. Slide 3Confidential | © Demandbase 2012 All rights reserved.Website as your “always on” salespersonIn a complex sale, the buyer’s journey is 67% complete bythe time they’re ready to engage with a live sales person
    4. 4. Slide 4Confidential | © Demandbase 2012 All rights reserved.Website as your “always on” salespersonNo sale happens today without significant engagement by theACCOUNT on your website.
    5. 5. Slide 5Confidential | © Demandbase 2012 All rights reserved.Revenue Marketing Loop: Attract, Engage, Convert, MeasureENGAGE with Targeted Content ExperienceCONVERT with Targeted ConversionATTRACT with Targeted Ad ExperienceMEASURE with Account Based Analytics
    6. 6. Slide 6Confidential | © Demandbase 2012 All rights reserved.DocuSignDocuSign is the global leader for eSignature.• More than 37 million users who have DocuSignedmore than 310 million documents in 188 countries• More than 65,000 paying customers• More than 63,000 new unique users join the DocuSignGlobal Network every day• Employees at 99 of the Fortune 100 and 90% of theFortune 500 have DocuSigned• More than 885,000 documents containing more than3.5 million pages are DocuSigned each day• 51% of DocuSigned documents are completed within 1hour• 46% of all DocuSigned documents are sent using theDocuSign API• More than 80 applications available in our marketplaceto help customers finish business faster• Available in 43 languages• More than 1.35 million copies of DocuSign Ink havebeen downloaded to dateVISION: Empower anyone to sign anything, anywhere, anytime.The Leader in Market Share§ 188 Countries§ 43 Languages§ More people use DocuSignthan the rest of the marketcombined.24*SaaS companiesDOCUSIGN CONFIDENTIAL
    7. 7. Slide 7Confidential | © Demandbase 2012 All rights reserved.ATTRACT – Company Targeted Advertising
    8. 8. Slide 8Confidential | © Demandbase 2012 All rights reserved.ATTRACT – Company Targeted Advertising
    9. 9. Slide 9Confidential | © Demandbase 2012 All rights reserved.Targeted Forbes Ad
    10. 10. Slide 10Confidential | © Demandbase 2012 All rights reserved.Targeted New York Times Ad
    11. 11. Slide 11Confidential | © Demandbase 2012 All rights reserved.Companies Targeted and Visited
    12. 12. Slide 12Confidential | © Demandbase 2012 All rights reserved.Increase in Pageviews by Day (for Targeted Companies)• Average Page view forall companies acrossDocuSign.com: 4• Average Page Views forall targeted companies:13• Average Page Views forall Movers: 19
    13. 13. 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
    14. 14. Slide 14Confidential | © Demandbase 2012 All rights reserved.ENGAGE – Homepage maps to buyer’s interest• Six key industries, six different experiences on DocuSign.com.
    15. 15. Slide 15Confidential | © Demandbase 2012 All rights reserved.Homepage ABCs (Results) Average time on site longer with industry-targeted content Bounce rate lower on industry-targetedcontent Click-throughs tripled on industry-relevantcall to action (CTA) Sales and pipeline increased in industryfocus
    16. 16. Slide 16Confidential | © Demandbase 2012 All rights reserved.Targeted modal ad on homepage for user conference
    17. 17. Slide 17Confidential | © Demandbase 2012 All rights reserved.Convert
    18. 18. Slide 18Confidential | © Demandbase 2012 All rights reserved.Measure
    19. 19. Slide 19Confidential | © Demandbase 2012 All rights reserved.Healthcare Example
    20. 20. 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 arelosing business.
    21. 21. Slide 21Confidential | © Demandbase 2012 All rights reserved.Questions now or later…Allison MetcalfeDemandbaseSr. Director of Customer SuccessTwitter: @AllisonMetcalfeMeagen EisenbergDocuSign, Inc.VP Demand GenerationTwitter: @meisenberg
    22. 22. Slide 22Confidential | © Demandbase 2012 All rights reserved.Demandbase Account Based Targeting & PersonalizationPlatform
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