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People, process and technology are key to demand gen success
Form a cross functional team. I recommend having constituents from marketing (must include web team), sales, sales operations, IT and potentially the product team if your product delivers leads as well. You need to understand all view points and needs that will impact how your data and leads enter and get appended to within your system. Including all of the communication stakeholders will ensure that you are representing everyone’s requirements. In addition, it is crucial to allocate responsibility and ownership across the team. I recommend creating a RACI chart to address roles and accountability. At a high-level, marketing and sales need to form a solid partnership and understand the joint accountability for growing revenue.http://en.wikipedia.org/wiki/Responsibility_assignment_matrixTrust your sales teams for content insight – what is working in the field, what is missing?
You are dating – don’t ask to marry on first meeting. You wouldn’t list all your features – product speeds and feeds. Talk about the business problem you address.
I would argue that forms are your websites greatest assets.It is well known that every additional question placed on a form discourages some people from completing the form. You need to be sure the market information you gather this way genuinely translates into improved marketing, which genuinely leads to additional sales, and that those additional sales are worth more than the lost business represented by a higher abandonment rate. What if sales territories based on location? Get location info from IP address
Understand your existing data, systems and processes. If you have not mapped out your lead flow process, I would map it out from the top of the funnel all the way through close to customer. You need to understand how leads are captured (website, booth at event, list pull, product, etc.) and entered into your CRM (customer resource management) system, how they route to your sales team, and how your sales team prioritizes, qualifies and converts the leads to opportunities. You need to work with your CRM administrator to understand the fields and how they are populated. And determine the level of accuracy and age of the data. You most likely will need to spend time cleaning up the data before you can make the better business decisions off of the data. Bad data in makes for bad decisions out or at least not fully accurate ones.
Standardize how you measure success. I have found the SiriusDecisions waterfall methodology to be extremely effective for a sales and marketing integrated approach. SiriusDecisions has become the B2B (business-to-business) established standard definition for Marketing’s contribution from Cold-to-Close. Being able to show top of funnel all the way through the pipeline to close is extremely important for understanding not just the quantity of leads delivered, but also the quality of those leads. And applying the SiriusDecisions methodology has Sales, typically Marketing’s biggest critic, validate the quality in an indisputable way. Being able to measure the conversion of your leads to opportunities and the revenue dollars associated to those opportunities, allows you to measure effectiveness of your campaigns and spend. If you cannot measure the effectiveness of your current spend, you do not earn the right to ask for more budget dollars in the future.www.siriusdecisions.com
Agree to a lead scoring model with sales. An important part of the Marketing and Sales partnership is building a lead scoring model. Before you can implement lead scoring within your marketing automation platform, you need to have an agreed upon model. The model does not have to be perfect out of the gate, but you want to build with sales in order to have their buy-in on the results. Sales will assist with validating the effectiveness on the score as you start to monitor leads through the pipeline. Lead scoring is an iterative process that will evolve as you learn about what converts and what doesn’t. You need an automation platform that can be flexible for your lead scoring needs. I recommend the Eloqua model of looking at a mix of demographics and engagement. They use a letter for a quick indicator of demographics and number for quick assessment of engagement with your business. http://www.eloqua.com/topics/lead-scoring.html
Nurture programs. Phase one of your implementation will most likely include one nurture program, but the beauty of a marketing automation system is to have the ability to implement multiple nurture programs that map the sales cycle to the buying cycle (Need -> Learn -> Evaluate -> Negotiate -> Purchase -> Implement -> Advocate). The top marketing automation platform vendors will provide you with the sophistication you need to build out a hierarchy of nurture programs and allow you to triage the path they take. For example, if someone converts out of a trial to a customer, you would want to exit them out of the trial nurture program and enter them into a customer nurture program. You need a system that can detect when this occurs and trigger the right action. And I always remind my team to walk in the shoes of the person being nurtured so that they understand the need of the buyer and the experience they will have with our nurture program. Lastly, it is important to socialize the draft program to incorporate feedback across the impacted teams.
Standardize your campaigns. Campaigns are a key component to your ability to measure effective spend. From a marketing standpoint, you need to implement a campaign taxonomy that can be used across the organization and be tracked within your CRM. I recommend enforcing a campaign assignment for all marketing spend and grouping campaigns by type (whitepaper, webinar, tradeshow, paid search, etc.). And with this, you must roll out a naming convention for your company to follow. Our team goes as far as to provide an online naming convention tool for the organization to use for consistency. This will simplify future reporting and the ability to locate campaigns. Sample tool: http://esign.docusign.com/campaign-name-generator
A small group can operate at a large scale with the right people, process and leverage of technology
Market Smarter with Automation: Best Practices in CRM and Demand Gen
Market Smarter with Automation: BestPractices in CRM and Demand GenMeagen Eisenberg – VP of Demand Generation at DocuSign @meisenberg @DocuSign
The next 30 minutes Building a Demand Generation Engine Market Smarter with Automation People Technology Process What if I only have $5K per month? Results 2
Involve the right people Marketing Web team Sales Customer success & support Analysts Thought-leaders PartnersPeople Technology Process 4
Optimize your website for lead gen Website Optimized for lead gen? Forms optimized for lead gen? Gating the appropriate content? Yes - Whitepapers & webinars No - Case studies & product content/briefsPeople Technology Process 5
Are your forms costing you business? 13 fields ! SiriusDecisions says 5 or less Goal in reducing form fields: Provide a better experience for your prospect Show relevancy to your prospect Boost form conversion rate Increase lead generation Learn more about your targets without asking themPeople Technology Process 6
Communicate and syndicate targeted content at the rightstage Marketing Automation Targeting and Platform (MAP) personalization platform Marketing database Web form optimization Email platform and response tracking Website optimization Lead scoring and nurturing Sales enablement tools Website-activity for website triggered nurturingPeople Technology Process 7
Partner with sales on the lead hand-off and measurement ofsuccess CRM Campaigns tracking? Campaigns reporting? Campaigns measurement and ROI? People Technology Process 8
Understand your existing data, systems and process Map out your Lead flow processPeople Technology Process 9
Standardize how you measure success Lead taxonomy and definition – Marketing and Sales Waterfall:People Technology Process 10
Agree to a lead scoring model with sales Give sales a quick way to assess the quality of the lead, so they can prioritize who to contactPeople Technology Process 11
Lead nurturing Implement multiple nurture programs that map the sales cycle to the buying cyclePeople Technology Process 12
Standardize your campaigns Campaign Taxonomy Type: Webinar, whitepaper, tradeshow, list buy (NOT = Marketing) Campaign Naming Convention Sample tool: http://esign.docusign.com/campaign-name-generatorPeople Technology Process 13
What if I only have $5K per month? Test, test, test Marketing mix for low budget: Social media and influence Blogs Webinars Referral program Affiliate program Newsletter blasts – list buys Customer referrals and case studies Horse-trading 14
Results Lead generation machine and growth Marketing efficiencies – small group can operate at large scale Documented processes and robust reporting Growth in business - Increase in conversion rates, pipeline and revenue Strong partnership between sales and marketing Marketing execution and input valued at the executive level 15
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