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SiriusDecisions Summit - DocuSign Presentation

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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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