Jonas Tichenor Director Of Pr, Customer Evidence & Advocacy Docusign Laura Olson Senior Corporate Marketing Manager, Customer Advocacy & Evidence Docusign

1. Jonas Tichenor, Dir. Of PR & Customer Evidence
Laura Olson, Sr. Marketing Manager, Customer Advocacy & Evidence
The Advocacy Advantage: Making Your
Community Come Alive

2. How Far Have We Come?
Such a Mighty Long Way!!

3. Confused Beginnings
• Advocacy in the Hands of an Agency
• No Bueno!
• Lack of a Story
• Disconnected Content

4. Bring it In-House, Light the Fire
• No one Knows Your Customers Better than You
• The Best Content Comes from Inside the Business
• A Connected Hub
• Product Marketing
• Industry Marketing
• Developer Marketing

5. How did we get here?
We coasted down the lazy river ride and finally found the waterfall and rapids

6. Ask Questions, Listen, Engage
Audit Your Content
- Individual Challenges
- Are they relevant to your customers
- Are they helping frame the message your company is trying to send
- Are they engaging
- Experiences
- Discussions

7. The Advocate Engagement Profile
Serving up content that your advocates will salivate over

8. Build and Expand Your Internal Team
• Who in your company should you engage, when and why?
• Net promoters
• DocuSign University
• Customer Success
• Customer Support
• Demand Generation
• Field Marketing
• Product Marketing
• User Experience

9. What it all Means?
• Being Intentional
• Growth
• Engagement
• Content
• Referrals

10. Future-Proofing Advocacy
• Feeling the DocuLove
• Doubling Down
• Capturing Potential Advocates
○ 300,000 new customers every day
○ Mapping Advocates to our Customer Lifecycle

11. 3 Key TakeAways
• Don’t Outsource the Brand
• Keeping your content fresh
• Build and Expand Your Internal Team
USE AN IMAGE,
ICON(s), ANIMATED
GIF, VIDEO
“It isn’t the mountains ahead to
climb that wear you out; it’s the
pebble in your shoe.”
-Mohammad Ali

12. Thanks for your time