How  DocuSign  Built  A  World-­‐Class  Lead  Nurturing  Program  

Host:  Jason  Garou*e  CMO,  Min1go  @jgarou*e  

Guest  Presenter:  Meagen  Eisenberg  VP  of  Demand  Genera1on,  DocuSign  @meisenberg  !

About  Min@go  

Meagen  Eisenberg  VP  of  Demand  Genera1on  at  DocuSign  

•  Award-­‐winning  marketer  &  thought  leader  on  marke1ng  technology  

•  19  years  in  high  tech:  HP,  Pos1ni,  IBM  &  Cisco  Systems  !

About  DocuSign  

Our  Vision    

Empower  anyone  to  sign  anything,  anywhere,  

any1me.  

60K  New  Unique  Users  Every  Day,  40M  Thus  Far  

Our  prospects  are  everywhere!  

C-­‐Level  Finance  

Marke@ng   Sales  HR  

Procurement  

Facili@es  Legal  

Support  

IT  Opera@ons  

The  next  40  minutes  –  The  DocuSign  Story  

•  Sales  pipeline  landscape  and  funnel  mix  •  What  do  you  need  to  build  a  world-­‐class  lead  nurturing  program?  

–  The  Right  People  –  The  Right  Technology  –  The  Right  Process  

•  Nurture  content  development  cycle  •  Demo  nurture  program  •  Measure  of  success  •  Results  

h*p://www.pardot.com/infographic/the-­‐roi-­‐of-­‐marke1ng-­‐automa1on-­‐infographic/  

50% more sales read leads at 33% lower cost

20% more sales opportunities

What  does  your  funnel  mix  look  like?    

Need Learn Evaluate Negotiate Purchase Implement Advocate (Trial  starts  here  à)  

Deliver  the  appropriate  marke1ng  mix  at  the  correct  buying  stage  to  accelerate  revenue  

What  do  you  need  to  build    your  world-­‐class  lead  nurture  program?  

People  •  Marke1ng  

–  Web  team  

•  Sales  •  Customer  success  &  support  •  Analysts  •  Thought-­‐leaders  •  Partners  

People Technology Process

Syndicate  targeted  content  at  the  right  stages  

•  Marke1ng  Automa1on    PlaXorm  (MAP)    •  Marke1ng  database  •  Email  plaXorm  and  response  tracking  •  Lead  scoring  and  nurturing    •  Sales  enablement  tools  •  Website-­‐ac1vity  for  website  triggered  

nurturing    

   

•  Targe1ng  and    personaliza1on  plaXorm  •  Web  form  op1miza1on  •  Website  op1miza1on  

•  Customer  DNA  and  Interest  analysis  –  harness  big  data  technology  to  locate  new    prospects  on    the  web  

People Technology Process

Are  your  forms  collec@ng  the  correct  informa@on  for  targeted  content  delivery  and  nurturing?  

•  SiriusDecisions  says  5  or  less  •  What  are  the  key  fields?  

•  Name  •  Title  •  Email  •  Phone  •  Company  

•  What  are  the  necessary  hidden  fields?  •  Industry  •  Company  size  •  Loca1on  info  (City,  State,  Country)  

People Technology Process

You  loaded  the  leads,  now  what?  

Lead  scoring:    A  quick  way  to  assess  the  quality  of  the  lead  to  priori@ze  who  to  contact  

Score   Descrip@on   Marke@ng  Ac@on  

A4   The  right  prospect,  but  no  interest.   Priority,  but  may  need  specific  "why  now"  messaging.  

B1   Good  fit  and  very  interested.   Send  to  sales  queue  for  follow-­‐up.  

C1   Not  the  ideal  prospect,  but  very  interested.  

Will  they  ever  be  a  good  fit?    Con1nue  to  nurture.  

D4   Wrong  fit.    No  interest.   Fulfill  request  and  segment  out.  

Explicit  =  Profile  fit  Of  Prospect    Scale:    A,  B,  C  or  D  

Implicit  =  Level  of    Engagement  or  Interest  Scale:  1  -­‐  4  

People Technology Process

Why  nurture?  •  Align  sales  cycle  with  buy  cycle  •  Reduce  “lead  wastage”  –  plug  the  leak!  

• No1fy  sales  when  prospect  exhibits  “ready  to  buy”  signals  

• Move  from  trial  to  buy  •  Cul1vate  prospects  with  longer  term  buying  horizons  

•  Align  resources  to  lead  value  

People Technology Process

Content  design  and  delivery  is    art  wrapped  in  technology.  

Rows 1.  Buyer’s journey 2.  Lead score and stage (A -> D, pre-qual, attempt, qualified, etc.) 3.  Definition of your agreed stages with sales 4.  Gates to get through for buyer 5.  Content and tools to achieve next stage 6.  Existing content, tools & resources 7.  Identify content gaps

Need Learn Evaluate Negotiate Purchase Implement Advocate

People Technology Process

Understand  your  content  needs  -­‐  map  your  buyer’s  journey  to  your  sales  cycle  

Mind  the  gap.  

Content  development  cycles  •  How  do  you  get  content?  

•  Create  vs.  curate  

•  How  do  you  use  content?  The  Solu1on  Sale  •  Top  of  funnel  –  focus  on  buyer’s  interest  and  thought-­‐leadership  such  as  third-­‐

party  whitepapers,  videos  verses  your  product  content  •  Middle  of  funnel  –  case  studies,  peer  reviews,  demo/experience,  differen1a1on  

(ex.  security),  how-­‐to  videos  and  whitepapers  for  trial  •  Late-­‐stage  funnel  –  product  briefs,  house  whitepapers,  why  you  are  the  best  

solu1on  

•  How  oken  do  you  refresh  it?  

Perfection is attained, not when

no more can be added, but when no

more can be removed.

-Antoine de Saint Exupéry

1900-1944

Show  me.  

Business  trial  nurture  experience  

Forrester  Wave:  E-­‐signatures  –  complimentary  whitepaper                                                                    

I would have written a shorter letter, but I did

not have the time

-Blaise Pascal 1623-1662

Nurture  system  to  accelerate  the  sales  pipeline  

24  

Need Learn Evaluate Negotiate Purchase Implement Advocate

Default Default EMEA

(Trial  and  demo  starts  here  à)  ProTrial NARTrial BizTrial

Biz Customer Welcome

DS Ink

Usage Rewards

Low usage

Credit Unions Insurance Education

Industry:  

Marketplace/Connector:  DS for Salesforce

MS Dynamics SugarCRM

Box Google Drive

Google Ent Apps Alfresco

Foxit

BizTrial EMEA

Biz Customer Welcome EMEA

CC Expiration

An@-­‐churn:  

Web-activity triggered

Connector base (EMEA)

Developer

Mobile

NAR Pro Free RE/NAR Pro

Web Customer

Rate  +  Review  

HiTech Banking No usage

Healthcare DocuSign  Confiden1al  

Reengagement

Department:  

Lost to Competitor

Marketing

C-Level HR

Measure  what  ma*ers  –    you  can’t  manage  what    you  don’t  measure.  

Measure  of  success  –  what’s  working  and  not?  •  It’s  NOT  just  Email  analysis  (A/B  tes1ng  and  email  /  content  engagement)  •  Opens,  clickthroughs,  form  submissions,  forwards  •  Unsubscribes  

•  Was  end  goal  of  content/nurture  program  obtained?  •  Did  you  increase  trial  conversions  to  buy?  And  reduce  1me  to  buy  

from  trial?  •  Did  you  reduce  churn?  

•  Did  you  reduce  the  sales  cycle  by  leveraging  content?  •  What  opportuni1es  were  influenced  by  your  content  assets?  •  Measure  opportunity  revenue  with  campaign  tracking  •  Blind  form  submits  

Results:  Lead  and  deal  accelera@on  machine    

•  35k  leads/quarter  to  80k  YoY    

Marke@ng  efficiencies  –  small  group  can  operate  at  large  scale    

Growth  in  business  -­‐  Increase  in  conversion  rates,  pipeline  and  revenue,  reduc1on  in  churn  

•  Tripled  pipeline  within  two  quarters  •  Reduced  churn  65%  across  the  business  

 

Strong  partnership  between  sales  and  marke1ng    

Marke1ng  execu1on  and  input  valued  at  the  execu@ve  level  

Experience the DocuSign nurture system

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Download the DocuSign Ink app

Q&A  And  Next  Steps  

Follow  To  Learn  More  B2B  Marke1ng  Best  Prac1ces    

•  Meagen:    @meisenberg  •  Jason:      @jgarou*e  •  Min1go:      @min1go  

Live  demo  of  Min1go  

www.min1go.com