1. Running HEAD: Marketing Mix for DocuSign
Marketing Mix for DocuSign
Vishwas Podishetty
Marketing Strategies
NEW ENGLAND COLLEGE
Introduction
According to Thabit & Raewf (2018) a marketing mix refers to
a company or an organization's tactics and action to its products
and services in the market. The 7Ps that are generally used to
describe these actions or tactics include price, product, place,
promotion, people, and physical assets/evidence and process
(Thabit & Raewf, 2018). They help to answer several questions
related to marketing and promotion projects. For instance, how
can the company develop its products and service? How can the
company change its price model? What are emerging
distribution options are there to experience the services or
product in the best way possible? How will the
organization/facility use different promotion channels such as
paid, owned, and earned media? How will the firm reassure its
customers? Is it through impressive premises, well
trained/highly professional staffs, or online services? Which is

2. the target audience, and will the firm experience skills gaps? Is
the firm seeking new partners, and does it manage the present
partners well? This article focuses on describing the 4Ps
element to understand how they influence DocuSign marketing
and promotion processes in healthcare market. The assumption
in this project is that healthcare facilities operate and run on
contracts/business agreement documents. Therefore, they
require transforming how they prepare, sign, act on and manage
this document using DocuSign
Factor influencing DocuSign marketing strategies.
Thabit & Raewf (2018) suggests that an effective marketing
approach must have an in-depth investigation/evaluation of the
needs and address these needs even when consumer have not
necessarily requested for them. Moreover, businesses today face
dynamic changes and evolution that demand for digital
document and business agreement signatures. DocuSign Fiscal.
(2020) suggests that due to the change in businesses and
organizations, it is crucial to automate and connect the entire
agreement processes with all stakeholders involved. In this
context, the notion is that there is significant demand for
electronic signature, contract analytics, contract lifecycle
management, document generation and negotiation. Therefore,
DocuSign must design a marketing strategy that creates
awareness for its DocuSign Agreement Cloud as a service and a
product that address this needs.
One of the best ways to plan for effective marketing strategy for
the company is to evaluate marketing mix elements such as the
4Ps elements. Before describing the 4Ps element for DocuSign
marketing mix, it is also essential to note that the current
business environment has multiple marketing trends that
influence marketing process over time. According to DocuSign
Fiscal (2020) these trends include shifting from mass marketing
approaches to personalized/specific approaches, shifting fr om
image marketing to service marketing, establishing a strong and
long-lasting relationship, integrating marketing intelligence,

3. and implementing advanced technology.
DocuSign marketing mix
The element of the Product
The product elements in healthcare refer to applications and
cloud services provided in the DocuSign Agreement Cloud for
automated and online contract/agreement processes (DocuSign,
2021). Given that business today are shifting to digital
environment, the marketing parameters here may include
providing better automation and accurate services that allow
organization and business to lower costs, save time and improve
customer experience. Thabit & Raewf (2018) suggest that the
product element must deliver a minimum performance level for
the marketing mix to be effective. This implies that our
Agreement Cloud must be capable to improve agreement and
contract process for business in the digital environment and
encourage others to transform their business to the digital and
cloud based organizations. The capability for the DocuSign
Agreement Cloud in the digital industry is as demonstrated in
the table below:
DocuSign Agreement Cloud
Rate capability
Digital applications
More than 12 digital applications
Integration
More than 350 integrations digital approaches
APIs
Highly flexible and advanced
The element of Price
The marketing mix's price element in the digital refers to the

4. final costs involved in digital contract and agreement processes.
Thabit & Raewf (2018) suggest that the price element is linked
to product or service real/perceived value, including other
factors such as supply cost, competitors' price, and seasonal
discounts. With this in mind, the organization's most common
price-based marketing approaches include raising the price or
lowering it to influence consumers' choice. The table below
demonstrates the percentage of each approach that can be used
to market DocuSign Agreement Cloud.
Pricing approaches
Pricing rates monthly
Individual based pricing
$10
Professional based pricing
$20
Business based pricing
$30
Enterprise based pricing
Negotiable/flexible
The service provided in the DocuSign Agreement Cloud usually
involves a broad category of industries that require digital
product and services for contract and agreement processes. It is
also essential to implement flexible pricing approaches that
allow the company to cover the cost without compromising
consumer’s capability to pay for those services (DocuSign,
2021). Based on this perspective, the company’s future prici ng
approaches may have the following changes in its pricing
approaches:
Pricing approaches
Pricing rates per week
Individual based pricing
$2.5
Professional based pricing
$5
Business based pricing

5. $7.5
Enterprise based pricing
Lower and negotiable pricing
The element of Promotion
It involves advertising initiatives such as using social media
and public relations to promote automated and digital
agreement/contracting processes. Thabit & Raewf (2018)
describe promotion as a marketing element that focuses on
attracting consumers' tendency. Traditionally, businesses and
other organization used different marketing channels such as
radios, newspapers, print material, public campaigns, and
television sets. But due to technology changes in the industry,
other approaches such as social media and multimedia have
emerged with a new perspective. Some of the changes related to
this emerging channel include applying online or website based
advertising and promotion channels. The diagram below shows
the percentage of advertising budget allocated to our current
marketing and advertising channels compared to conventional
and digital channels.
Category of Adverting channel
Percentage of advertising budget
Conventional advertising channels (newspapers, radio, TVs, and
public campaigns)
30%
Digital advertising channels ( online platforms, smartphones,
websites, and social media)
70%
Total
100%
The table above shows that the highest budget is allocated to the
digital advertising channel. The rationale in this context is that
although people will always use convectional channels such as
radios and TVs to access information, the highest percentage of
people have shifted to digital means such as Facebook, Twitter,

6. Instagram, YouTube to access information globally.
The element of Place
According to Thabit & Raewf (2018), an element of marketing
refers to the internal and external environment. It allows an
organization to determine how and where it will distribute its
services or products. With this in mind, our organizati on’s goal
is to establish the best approaches different categories of
clients. Our company offer both products (application/platform
and software) and services such as contract lifecycle
management, document generation and negotiation and contract
analytics (DocuSign, 2021). Therefore, the best placement must
focus on consumers' experience and satisfaction for both its
product and services. Examples of place-related factors in the
environment include the distance to the healthcare facility, the
facility's physical appearance, and client past and present
experience/awareness. Each of these factors allows a healthcare
facility to determine where and how they should deliver their
services to the society or a particular community (Abedi et al.,
2019). The table below shows different place-related factors
that can influence healthcare services' marketing and their
anticipated impact rate.
Place related factors
Rate of influence
Accessibility
High
Internal environment ( suitable heating/cooling system, internal
decorations, the appearance of the hospital)
High
External environment ( patients experience, communication
channels)
High
Conclusion
The 4Ps of marketing element for DocuSign Company include

7. DocuSign Agreement Cloud (products and services) that
provides that meet current demand for digital agreement and
contract process through electronic signature, contract lifecycle
management and document generation and negotiation. The
pricing approaches that is best for DocuSign Agreement cloud
include four categories of pricing which include personal based,
business based, professional based and enterprise based pricing.
References
DocuSign (2021). Keep your business moving forward.
https://www.docusign.com/
DocuSign Fiscal. (2020). The Agreement Cloud Company.
AnnualReports.com.
https://www.annualreports.com/HostedData/AnnualReports/PDF
/NASDAQ_DOCU_2020.pdf
DocuSign. (2021). The DocuSign agreement Cloud™. DocuSign
| #1 in Electronic Signature and Agreement Cloud.
https://www.docusign.com/products/agreement-cloud
Thabit, T., & Raewf, M. (2018). The evaluation of marketing
mix elements: A case study. International Journal of Social
Sciences & Educational Studies, 4(4).
Running head: HOW DOCUSIGN MADE PROFITS DURING
THE PANDEMIC
2
HOW DOCUSIGN MADE PROFITS DURING THE PANDEMIC
2

8. How DocuSign Made Profits During the Pandemic
Submitted by: Vishwas Podishetty
NEW ENGLAND COLLEGE
Course: Marketing Strategies
It is an American company with its headquarters in San
Francisco in California. It is a company that works by allowing
most organizations to have electronic management agreements
in place. The agreements entered by DocuSign preferred e-
signatures hence electronic signing on many devices. Globally,
the corporation claims to have around half a million clients and
many millions in varied countries, approximately 180 states.
The company is effective since its e-signing is in accordance
with the US ESIGN ACT and complies with the European
Union regulations known as eIDAS. The company works as per
the European union advanced, and the European union qualified
signatures (Nadikattu, 2020). As per the year 2018, the company
had signed its IPO, and the leading shareholder was the Sigma
partners at the time, and there were also larger individual
shareholders. It is true to say that the company was among the
best performers during the 2019 and 2020 coronavirus
pandemic. This is because the e-signing or electronic signing
was advocated for due to social distancing, and the lockdowns
there were imposed by different countries. It is true to say that
since DocuSign has its presence in approximately 180 countries,
the countries' lockdowns and cessation of movements led to the
DocuSign work to be the last option and the last resort. The
company had made sure that the DocuSign was well shared to
allow e-signatures and played a vital role in time, resources,

9. and other efforts being saved. It made sure that there were
considerable time and essential efforts applied in streamlining
apprehending signatures electronically.
The company made a considerable profit by integrating with
diligent entities in 2019. The collaboration with the digital
entities allowed the company to effectively gather e-signatures
for effective resolutions and standardization of documents
before 2019. The signatures were only requested based on the
location and the signatures gotten were a wet link that came
from workers who were only located in Australia Melbourne.
The pandemic era made most people work from home and made
them avoid crowded places; hence, most of the workers and
clients decided to work from home on a full-time basis ("Agile
treasury operations during COVID-19," 2020). This strategy of
working from home came into its own. Hence, the workers in
DocuSign were able to access and get the available document
signed remotely without wasting essential and necessary
valuable time. The company, during the pandemic, attracted
many clients, and the trend in the market favored them since
they had speeded up and streamlining processes .the effective
streamlining procedures and the better speed actions were done
made it attract many customers. There is a likelihood that
DocuSign will continue making profits since it will be more
valuable even during occasions where many documents need to
be signed, like when it comes to yearly statements. They can be
signed electronically in the shortest time possible, and multiple
documents can get signed in a shorter duration. There is the
likelihood that the profits accrue is as a result of being
appropriate and in line with the client's demands since it
shortened time experienced in annual approval procedures. In
the ancient era, the process used to take a long since it involved
printing, scanning, and a longer time to wait for signings, and it
was time-consuming. The documents again used to be waited for
arrival to the post, rescanned, and well saved in the entities and
the original copies filed.
The company via DocuSign managed to enjoy elements of

10. approved security and also to have the versions well controlled.
There has been a significant security improvement via the usage
of DocuSign in the signing of documents (Ocepek & Aspray,
2020). Documents that require signing from other offices have
improved security features, and sensitive and personal
information has a limited chance of suffering illegal and
unauthorized interceptions. It has made it challenging for
hackers to breach and intercept or even compromise email
security hence becoming favored by many clients. The
DocuSign security elements have permission settings that allow
only relevant persons to access the information or documents. It
works by appending electronic signatures or e-signature that
does not replicate the actual signature in a copy-pasting form.
Still, it embeds a conspicuous code for identification in the
documents (Nadikattu, 2020). The codes ensure that it is the
right and genuine person that has signed the documents and the
exact location of where the signing took place. The use of e-
signature and the documents get changes. The signatures are
invalid hence making it difficult to sneak changes later. The
setup also plays a role in attracting customers in that there is a
limited chance that people can accidentally refer to a version of
essential official data already superseded. Documents cannot go
astray after being stored in a diligent entity.
The DocuSign target Market consisted of all genders and people
above the age of 18 years. The target market does not factor in
the individual's location since it can reach anybody anywhere
provided; there is a network. According to the company records,
most of the clients were youths up to 37 years of age, and the
organization is investing more to capture them and make them
see the organization's relevance. The company made its design
simpler t=yet mire secure to make it able to be used by the
literates and semi-literate who are often semiskilled and make
up a larger market composition. Another factor contributing to
the profits making of DocuSign during the pandemic is its
straightforwardness. The answers from correspondents in
various countries, including the US, UK, and Australia, concur

11. with the assertion that it is straightforward. It is easily adopted,
and the admins can use it less effort. The use of DocuSign is
time-saving hence saves on time able to effectively manage
strategic activities. It has also brought in a chance to
collaborate with others for efficiency reasons.
References
Agile treasury operations during COVID-19. (2020).
https://doi.org/10.1596/33649
Complete agreements in hours or minutes. (2020, September 2).
Retrieved from https://www.docusign.com/products/electronic-
signature
Nadikattu, R. R. (2020). undefined. COVID-19 Pandemic update
2020, 148-156. https://doi.org/10.26524/royal.37.13