B2B Social Media Marketing
DocuSign’s targeted LinkedIn InMail strategy creates 3 large
pipeline opportunities
See Daniel Burstein, Director of
Editorial Content, and Pamela Markey,
Senior Director of Marketing,
MECLABS, discuss the ...
We’re sharing on Twitter!
#SherpaWebinar
Additional Resources
B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large
pipeline opp...
Speakers

Black & White
Headshot

Meagen Eisenberg

Daniel Burstein

Vice President of Demand Generation

Director of Edit...
Speaker
Meagen has spent over 19 years in high-tech. In 2012, she
received the SuperNova Award in Matrix Commerce. In 2011...
Challenge

Problem
Creating a marketing
and sales pipeline

Goal
Build a community to draw new
leads in and keep them enga...
Results: Opens and clickthroughs
Send 1

140
CT

1,700 Opens
1,100
Opens

Send 2

100
CT

1,547
Opens

Send 3
0

200

400
...
Results: Opens and clickthroughs
Send 1

140
CT

1,700 Opens

More than 350 registrants for online
1,100 community
100
Sen...
Targeted Messaging: Redefined

Profiles
remain even
if jobs
change
#SherpaWebinar

Get through
the noise of
the inbox
InMail Drop Campaign Overview
• 1 sponsored message
• Every 60 days
• 3 message series

#SherpaWebinar
InMail Drop Campaign Overview
1 sponsored message

Drive registrants to landing page
Every 60 days
for email capture 3and ...
#SherpaWebinar
Targeted Audience

Geographic
Specific Job
Company Size
Area
Title

#SherpaWebinar
Targeted Audience

U.S.
Companies

Over 500
Employees

#SherpaWebinar

VP or Director
of Sales
Sponsored InMail
3 Objectives:

1. Attract
2. Engage
3. Convert

#SherpaWebinar
Sponsored InMail
Video clicked on
more than any
other call-toaction

#SherpaWebinar
Sponsored InMail
Video clicked on
more than any
other call-toaction
Personal invite to
roundtable

#SherpaWebinar
Sponsored InMail
Video clicked on
more than any
other call-toaction
Personal invite to
roundtable
From a peer in
the sales...
Sponsored InMail
Ad for the
upcoming
roundtable event
mentioned in the
message

Video clicked on
more than any
other call-...
Landing Page
25% of registrants
opted for social sign-in
• Make registration easy
• All users coming from LinkedIn
• Use o...
Top-of-Funnel Campaign

“Join … as they discuss tools and techniques to make
sales reps more efficient and effective.”

#S...
Top-of-Funnel Campaign

Not product-specific but
business pain-point-specific
“Join…as they discuss tools and techniques t...
Ad Appearing in InMail
Created 3 pipeline
opportunities
Over 350 registrants
for roundtables
Every registrant was included...
DocuSign’s LinkedIn Presence: The brand’s group

#SherpaWebinar
DocuSign’s LinkedIn Presence: Third-party groups

#SherpaWebinar
DocuSign’s LinkedIn Presence: Personal InMail

#SherpaWebinar
Bonus: A quick look at a Twitter promotion

#SherpaWebinar
Bonus: A quick look at a Twitter promotion

#SherpaWebinar
Twitter promo results

40,975
Clicks

1,989 leads
generated

#SherpaWebinar

2 Closed
deals
Top Takeaways
1

Social channels and targeting can work for B2B marketers

2

LinkedIn Partner InMail Program is a relativ...
Thank you!
Meagen Eisenberg
Vice President of Demand Generation

DocuSign
@meisenberg

Daniel Burstein
Director of Editori...
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B2B Social Media Marketing: A successful LinkedIn InMail strategy

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Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.

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Transcript of "B2B Social Media Marketing: A successful LinkedIn InMail strategy"

  1. 1. B2B Social Media Marketing DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities
  2. 2. See Daniel Burstein, Director of Editorial Content, and Pamela Markey, Senior Director of Marketing, MECLABS, discuss the top takeaways from Lead Gen Summit and answers questions from the audience! Watch it now! is Access other webinars
  3. 3. We’re sharing on Twitter! #SherpaWebinar
  4. 4. Additional Resources B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities Using LinkedIn for Lead Generation: 6 Lessons Social Spam: Why you should clean out your LinkedIn and Facebook communities B2B Lead Generation: 6 social media tactics from 7 experts Social Media Marketing: Social login or traditional website registration? #SherpaWebinar
  5. 5. Speakers Black & White Headshot Meagen Eisenberg Daniel Burstein Vice President of Demand Generation Director of Editorial Content MECLABS @DanielBurstein DocuSign @meisenberg #SherpaWebinar
  6. 6. Speaker Meagen has spent over 19 years in high-tech. In 2012, she received the SuperNova Award in Matrix Commerce. In 2011, she received the Marketing Visionary Markie award in the marketing automation field. Meagen Eisenberg She has an MBA from Yale School Of Management, and a Bachelor of Science degree in management information systems and a minor in computer science from Cal Poly – SLO. Vice President of Demand Generation DocuSign @meisenberg #SherpaWebinar
  7. 7. Challenge Problem Creating a marketing and sales pipeline Goal Build a community to draw new leads in and keep them engaged through the pipeline #SherpaWebinar
  8. 8. Results: Opens and clickthroughs Send 1 140 CT 1,700 Opens 1,100 Opens Send 2 100 CT 1,547 Opens Send 3 0 200 400 600 50 CT 800 1000 1200 Both sends had approx. 7,000 recipients #SherpaWebinar 1400 1600 1800
  9. 9. Results: Opens and clickthroughs Send 1 140 CT 1,700 Opens More than 350 registrants for online 1,100 community 100 Send 2 Opens CT Three 1,547 pipeline opportunities50 Send 3 Opens 0 200 400 600 CT 800 1000 1200 Both sends had approx. 7,000 recipients #SherpaWebinar 1400 1600 1800
  10. 10. Targeted Messaging: Redefined Profiles remain even if jobs change #SherpaWebinar Get through the noise of the inbox
  11. 11. InMail Drop Campaign Overview • 1 sponsored message • Every 60 days • 3 message series #SherpaWebinar
  12. 12. InMail Drop Campaign Overview 1 sponsored message Drive registrants to landing page Every 60 days for email capture 3and nurturing message series #SherpaWebinar
  13. 13. #SherpaWebinar
  14. 14. Targeted Audience Geographic Specific Job Company Size Area Title #SherpaWebinar
  15. 15. Targeted Audience U.S. Companies Over 500 Employees #SherpaWebinar VP or Director of Sales
  16. 16. Sponsored InMail 3 Objectives: 1. Attract 2. Engage 3. Convert #SherpaWebinar
  17. 17. Sponsored InMail Video clicked on more than any other call-toaction #SherpaWebinar
  18. 18. Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable #SherpaWebinar
  19. 19. Sponsored InMail Video clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry #SherpaWebinar
  20. 20. Sponsored InMail Ad for the upcoming roundtable event mentioned in the message Video clicked on more than any other call-toaction Personal invite to roundtable From a peer in the sales industry #SherpaWebinar
  21. 21. Landing Page 25% of registrants opted for social sign-in • Make registration easy • All users coming from LinkedIn • Use of modern social tools #SherpaWebinar
  22. 22. Top-of-Funnel Campaign “Join … as they discuss tools and techniques to make sales reps more efficient and effective.” #SherpaWebinar
  23. 23. Top-of-Funnel Campaign Not product-specific but business pain-point-specific “Join…as they discuss tools and techniques to make sales reps more efficient and effective.” #SherpaWebinar
  24. 24. Ad Appearing in InMail Created 3 pipeline opportunities Over 350 registrants for roundtables Every registrant was included in the online community #SherpaWebinar
  25. 25. DocuSign’s LinkedIn Presence: The brand’s group #SherpaWebinar
  26. 26. DocuSign’s LinkedIn Presence: Third-party groups #SherpaWebinar
  27. 27. DocuSign’s LinkedIn Presence: Personal InMail #SherpaWebinar
  28. 28. Bonus: A quick look at a Twitter promotion #SherpaWebinar
  29. 29. Bonus: A quick look at a Twitter promotion #SherpaWebinar
  30. 30. Twitter promo results 40,975 Clicks 1,989 leads generated #SherpaWebinar 2 Closed deals
  31. 31. Top Takeaways 1 Social channels and targeting can work for B2B marketers 2 LinkedIn Partner InMail Program is a relatively low-noise channel 3 LinkedIn is a business-peer network – continue that concept with InMail 4 Incorporate video for higher engagement #SherpaWebinar
  32. 32. Thank you! Meagen Eisenberg Vice President of Demand Generation DocuSign @meisenberg Daniel Burstein Director of Editorial Content MECLABS @DanielBurstein #SherpaWebinar
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