This document discusses how Uberflip and DocuSign partnered to improve DocuSign's content marketing experiences. It describes how DocuSign previously struggled to create tailored and optimized content experiences for buyers due to cumbersome processes. Uberflip provided a solution that allowed DocuSign to upload over 1,200 pieces of content and create multiple customized content hubs. This new system improved the user experience, increased efficiency for marketing operations, and resulted in higher engagement, more marketing qualified leads, and better segmentation for future campaigns.

1. Yoav Schwartz
Co-Founder & CEO
@Uberflip
@yostar
Matt Feeney
Senior Manager, Marketing Systems
@DocuSign
@mtfeeney

2. WE NOW LIVE IN THE NETFLIX ERA

3. But they still get thisBuyers expect this
But, when it comes to content marketing…
An engaging, tailored and intuitive experience A generic, static and alphabetized experience

4. B2B ORGANIZATIONS HAVEN’T EVOLVED
Poor Buyer
Experience
Cumbersome
Processes
Lack of
Personalization

5. @Uberflip @DocuSign
Marketers are under more pressure than ever before.
BUT WE LACK INFRASTRUCTURE
TO CREATE, TAILOR AND CONTROL
CONTENT EXPERIENCES.

6. @Uberflip @DocuSign
STAYING THE COURSE
Limited ability to optimize -
sacrificing conversation and
engagement
PAINFUL
PROCESSES
NOT
SCALABLE
HOMOGENOUS
EXPERIENCE
LIMITED
CONTENT ROI
Long redesigns, project
management and IT
bottlenecks
Difficult to create multiple
experiences for other use
cases.
Spending major dollars to
send people to the same
experience.

7. @Uberflip @DocuSign
EVOLVE & ADAPT
Gain the control to manage
and optimize experiences for
your goals.
BECOME
AGILE
SCALE YOUR
CONTENT
CUSTOMIZE
EXPERIENCES
GAIN
CONTROL
Move quickly and avoid
cumbersome processes
and bottlenecks.
Leverage content marketing
across the entire buyer
journey.
Tailor experiences for different
use cases, buyers and audience
segments.

8. Deliver Explosive Growth by Increasing the
Velocity of the Customer Journey
April 26, 2017

9. DocuSign is the fastest most secure
way to make every agreement and
approval digital, so you can keep
life and business moving forward.

10. Challenge

11. @Uberflip @DocuSign
Challenge
1
Accelerate the buyer’s journey
and make content more self serve
Allow users to consume content for a topic instead of waiting
for each campaign email touch or autoresponder

12. @Uberflip @DocuSign
Improve the overall user experience
Challenge
2
Less waiting | More intuitive | Better content curation

13. Solution

14. @Uberflip @DocuSign
Build something
homegrown
Look for a vendor
that could check
all the boxes and
integrate with
Eloqua
Homegrown solution not feasible
due to resource constraints
OR
Solution

15. checked all of the boxes

16. Implementation

17. @Uberflip @DocuSign
Uploaded 1,200+
Pieces of content
to Uberflip
Implementation

18. @Uberflip @DocuSign

19. @Uberflip @DocuSign
Initial implementation was
1 Hub for all Demand
Generation campaigns
10 total branded Hubs
to date (6 international)
Implementation

20. @Uberflip @DocuSign
Uberflip flexibility allowed
for custom scripts to be
added to capture custom
coded campaign
response links on form
conversions
Implementation

21. @Uberflip @DocuSign
Eloqua integration
was easy to setup
Implementation
Integrates with

22. @Uberflip @DocuSign
Ability to integrate
Google Tag Manager
across all Hubs on a
single Integration
}
Implementation

23. Results

24. @Uberflip @DocuSign
Improved
user experience
Results
Increased engagement

25. @Uberflip @DocuSign
Efficiency for
Marketing Ops
saved from
building custom
landing pages
12-20
hours/week
Results

26. @Uberflip @DocuSign
Results
Marketing users curate
campaign streams without
a technical resource
Efficiency for
Marketing Ops

27. @Uberflip @DocuSign
Improved Conversion/
More Complete Profile
Progressive Profiling
More MQLs,
more insight for sales
Better segmentation
for future campaigns
Results