[Mintigo Webinar] How DocuSign Built A World-Class Lead Nurturing Program
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The document discusses how DocuSign developed an effective lead nurturing program, highlighting the necessary components such as people, technology, and processes. It outlines strategies for content delivery throughout the buyer's journey and emphasizes measuring success through various metrics, including engagement rates and sales conversions. The program has led to significant increases in pipeline growth and reduction in churn, showcasing a successful partnership between sales and marketing.
[Mintigo Webinar] How DocuSign Built A World-Class Lead Nurturing Program
- 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