Marketing Targeted to Buyers' Journey
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The document discusses how marketing is more effective when targeting specific accounts. It describes DocuSign's use of Demandbase's account-based marketing platform to attract, engage, and convert targeted accounts through different steps. First, DocuSign uses targeted advertising and content on websites and pages to attract accounts in specific industries. Then, it personalizes website content and calls to action to deeply engage these accounts. DocuSign also measures results to optimize conversions at each stage of the process. The presentation provides examples of how DocuSign successfully increased engagement and captured more pipeline and sales through this targeted, account-based approach.
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Marketing Targeted to Buyers' Journey
- 1. Marketing is a lot more effective when you know who you are talking to.
- 2. Slide 2Confidential | © Demandbase 2012 All rights reserved. Speakers Allison Metcalfe Demandbase Sr. Director of Customer Success Twitter: @AllisonMetcalfe Meagen Eisenberg DocuSign, Inc. VP Demand Generation Twitter: @meisenberg
- 3. Slide 3Confidential | © Demandbase 2012 All rights reserved. Website as your “always on” salesperson In a complex sale, the buyer’s journey is 67% complete by the time they’re ready to engage with a live sales person
- 4. Slide 4Confidential | © Demandbase 2012 All rights reserved. Website as your “always on” salesperson No sale happens today without significant engagement by the ACCOUNT on your website.
- 5. Slide 5Confidential | © Demandbase 2012 All rights reserved. Revenue Marketing Loop: Attract, Engage, Convert, Measure ENGAGE with Targeted Content Experience CONVERT with Targeted Conversion ATTRACT with Targeted Ad Experience MEASURE with Account Based Analytics
- 6. Slide 6Confidential | © Demandbase 2012 All rights reserved. DocuSign DocuSign is the global leader for eSignature. • More than 37 million users who have DocuSigned more than 310 million documents in 188 countries • More than 65,000 paying customers • More than 63,000 new unique users join the DocuSign Global Network every day • Employees at 99 of the Fortune 100 and 90% of the Fortune 500 have DocuSigned • More than 885,000 documents containing more than 3.5 million pages are DocuSigned each day • 51% of DocuSigned documents are completed within 1 hour • 46% of all DocuSigned documents are sent using the DocuSign API • More than 80 applications available in our marketplace to help customers finish business faster • Available in 43 languages • More than 1.35 million copies of DocuSign Ink have been downloaded to date VISION: Empower anyone to sign anything, anywhere, anytime. The Leader in Market Share § 188 Countries § 43 Languages § More people use DocuSign than the rest of the market combined. 24 *SaaS companies DOCUSIGN CONFIDENTIAL
- 7. Slide 7Confidential | © Demandbase 2012 All rights reserved. ATTRACT – Company Targeted Advertising
- 8. Slide 8Confidential | © Demandbase 2012 All rights reserved. ATTRACT – Company Targeted Advertising
- 9. Slide 9Confidential | © Demandbase 2012 All rights reserved. Targeted Forbes Ad
- 10. Slide 10Confidential | © Demandbase 2012 All rights reserved. Targeted New York Times Ad
- 11. Slide 11Confidential | © Demandbase 2012 All rights reserved. Companies Targeted and Visited
- 12. Slide 12Confidential | © Demandbase 2012 All rights reserved. Increase in Pageviews by Day (for Targeted Companies) • Average Page view for all companies across DocuSign.com: 4 • Average Page Views for all targeted companies: 13 • Average Page Views for all Movers: 19
- 13. Slide 13Confidential | © Demandbase 2012 All rights reserved. ENGAGE – Homepage maps to buyer’s interest • Call out to specific Industry… “Healthcare & Pharma use Docusign…” • Personal image to resonate with specific Industry • Testimonials and Customer logos from peer industries
- 14. Slide 14Confidential | © Demandbase 2012 All rights reserved. ENGAGE – Homepage maps to buyer’s interest • Six key industries, six different experiences on DocuSign.com.
- 15. Slide 15Confidential | © Demandbase 2012 All rights reserved. Homepage ABCs (Results) Average time on site longer with industry- targeted content Bounce rate lower on industry-targeted content Click-throughs tripled on industry-relevant call to action (CTA) Sales and pipeline increased in industry focus
- 16. Slide 16Confidential | © Demandbase 2012 All rights reserved. Targeted modal ad on homepage for user conference
- 17. Slide 17Confidential | © Demandbase 2012 All rights reserved. Convert
- 18. Slide 18Confidential | © Demandbase 2012 All rights reserved. Measure
- 19. Slide 19Confidential | © Demandbase 2012 All rights reserved. Healthcare Example
- 20. Slide 20Confidential | © Demandbase 2012 All rights reserved. Key Take-aways Success = Attract, Engage, Convert and Measure – Right company with right message at right time is key Spend $ on attracting relevant traffic only Stage of buying cycle is relevant for messaging Targeted content drives and increases conversions If you are not optimizing your forms and content, you are losing business.
- 21. Slide 21Confidential | © Demandbase 2012 All rights reserved. Questions now or later… Allison Metcalfe Demandbase Sr. Director of Customer Success Twitter: @AllisonMetcalfe Meagen Eisenberg DocuSign, Inc. VP Demand Generation Twitter: @meisenberg
- 22. Slide 22Confidential | © Demandbase 2012 All rights reserved. Demandbase Account Based Targeting & Personalization Platform
Notes de l'éditeur
- So good to see so many friends here.Connect with audience – crack about early start time haha, late for me with six month old haha
- Our customers are realizing that buyers are changing the way they buy. Invisible.Invisible to visible.Marketing is not only about buyers journey which is a subset of your customers lifecycle.
- Talk about the lost revenue here,
- In working with customers we have realized the value is not just what a piece of technology does, but when it enables you to appraoch your marketing different and get dramaticaly more efficient. Enables a new apppach and this is the new approach.Technology enables you to think about things a llittle differently, and optmize the entire investment to revenue, conecting spend to revenue/Start with Engage slide – they are bailing, not engaging. You need to engage the relvevant accounts that are already on your site – I crease the relevance and reduce the clutter.Remove the friction fro the hand raise.Jay Gaines said soeone downloads a white paper they migth be interested but if a company is on yoru site 15 times, that is a signal of interest – which is why being able to measure the accounts on our site is foundtational. And now that you know the profile of accounts you should be targeting, don’t just wait for them to come! You want to spend more money attracting the audicnes that fit the profile of the accounts that buy and spend less actively driving people that are not going to buy from you to site. Get the ones you care about, you have to proactivey care about htem.Marketing should not longer be these point solutins and data siloes – instead, it is a marketing life cycle.The end is not just – did it become revenue? It needs to be lather, rinse, REPEAT/What our customers are realizing is there is a need to approach their demange and makrieng with four key tenants in mind – Explicity say – doing the same and expected different results is crazyz, meagen gets that, we used to joike that iniovation in makrketing was an oxymorona but meagen is proving that wrong, she is innovating and tthinking of things differently.Drop the “targeting and peresonalizationpllatform for B2B somehow.Look at all my customers, lots of you know us, quick show of hands that do not know what demandbase does – for you – we are xyzApproaching marketing slightly differentTwo things she has realize1 – all of her future revenue is eventually going to go to her website – think about it!2 – shes really focused on aligning marketing with sales and part of that approach is understanding how do you spend more of your marketing dollars against companies that are likely to become revenue and less against people that are never going to become revenue. Account based marketing is a powerful way to alging sales and marketing and understand the ROI of yourur marketing because if your marketing programs are really effective, its not just about the number of leads you get, its about those accounts actually being in the sales pipeline and becoming revenue.How you should approach your overall demand generation and marketing strategySo, what should we do?Make interactions more effective bycreating environments that attract,engage, and convert targetedaccounts.…and constantly be measuring the success of these efforts with analytics.
- Date range: 11/2 – 12/17451 Companies Targeted (SID’s)263 Companies Active During Campaign (59% of all companies targeted)13 average pageviews per company1,051,737 Impressions served to 451 Companies0.03% CTR and a 1% Interaction Rate (inc Roll-overs)Stage 3 (MQL No Contact) Impressions: 364,122 Stage 4 (SAL) Impressions: 65,322Stage 5 (SQO) Impressions: 622,293Movement Stat: 6% of companies changed stage
- Only loads for companies over the size of $100 million in revenue
- Removed trial-type selection stepCollect location and company info in hidden fieldsYour forms are your websites greatest assets. If they are not optimized, you are losing business.
- So good to see so many friends here.Connect with audience – crack about early start time haha, late for me with six month old haha
- Whats unique about demandbase – we allow you target the companiesWe segment and id 100% of yorutraffice and provide detailed attributes a bout the enterprise and mid marketing companies that engage with youWhat we offer is 3 suite of solutios – CTA, site op, and sales iqmoduels.New logo slide? I work with these marketins its awesome my job is to make them scuessfullyim not in sales not here to pitch you so if I dondt say it perfectly ietc et