TO WATCH THE RECORDING OF THIS WEBINAR, GO TO: http://www.mintigo.com/how-docusign-built-a-world-class-lead-nurturing-program/ In 2012, DocuSign doubled its pipeline and far exceeded its sales targets. The company achieved these results because of the commitment and partnership of its marketing and sales team, led by VP of Demand Generation Meagen Eisenberg, to build out a world class lead nurturing and demand generation program. With over a dozen personas to target, 80,000 engaged leads to process each quarter, and more than 50 different nurture tracks, the DocuSign team is clearly doing something right. Hear the secrets behind the success of DocuSign’s lead nurturing program in this must-attend webinar. Both marketing automation novices and veterans will walk away from this session amazed and inspired by the best practices for accelerating your leads through the funnel. In this webinar, you will learn how to: - Focus on the right Personas based on interests - Create a lead scoring system that works - Map content according to Persona interests, buying stage & lead score - Measure success & optimize Guest Speaker: Meagen Eisenberg VP of Demand Generation at DocuSign Meagen has spent over 18 years in high-tech. In 2012 she received the SuperNova Award in Matrix Commerce and in 2011 the Marketing Visionary Markie award within the marketing automation field. Before joining DocuSign, she was Director of WW Demand Generation at ArcSight, an HP Company, and prior to that she led worldwide programs and events at TRIRIGA (acquired by IBM) for integrated workplace management systems. She has an MBA from Yale School of Management, and a Bachelor of Science degree in MIS with a minor in CSC from Cal Poly – San Luis Obispo. About Mintigo The Mintigo marketing intelligence platform continuously searches the big data of the web and social profiles to help marketers find and engage their best prospects. Mintigo analyzes the needs and interests of 30 million B2B prospects, so marketers and sales reps can engage each prospect with the right message and product. Companies like Box, BMC, Cloudera, DocuSign, and Edmunds use Mintigo to get more clicks, more shares, and more pipeline. To learn more follow @mintigo and visit www.mintigo.com.

1. 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
!

2. About
Min@go

3. 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
!

4. About
DocuSign
Our
Vision
Empower
anyone
to
sign
anything,
anywhere,
any1me.
60K
New
Unique
Users
Every
Day,
40M
Thus
Far

5. Our
prospects
are
everywhere!
C-­‐Level
Finance
Marke@ng
Sales
HR
Procurement
Facili@es
Legal
Support
IT
Opera@ons

6. 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

7. 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

8. 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

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

10. People
• Marke1ng
– Web
team
• Sales
• Customer
success
&
support
• Analysts
• Thought-­‐leaders
• Partners
People Technology Process

11. 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

12. 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

13. You
loaded
the
leads,
now
what?

14. 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

15. 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

16. Content
design
and
delivery
is
art
wrapped
in
technology.

17. 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

18. Mind
the
gap.

19. 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?

20. Perfection is
attained, not when
no more can be
added, but when no
more can be
removed.
-Antoine de Saint
Exupéry
1900-1944

21. Show
me.

22. Business
trial
nurture
experience
Forrester
Wave:
E-­‐signatures
–
complimentary
whitepaper

23. I would have written a
shorter letter, but I did
not have the time
-Blaise Pascal
1623-1662

24. 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

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

26. 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

27. 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

28. Experience the DocuSign nurture system
Sign up for a trial
or
Download the DocuSign Ink app

29. 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