I had the pleasure of talking with DocuSign’s VP of Demand Generation for North American, Meagen Eisenberg. She strongly believes content plays an important role for lead generation and nurturing programs. Meagen was gracious enough to share with me the journey she took to utilize content to drive lead generation and nurturing for her marketing programs. Below is the summary of our conversation:
DocuSign provides electronic signature technology and digital transaction management services for facilitating electronic exchanges of legally binding contracts and signed documents. If you have electronically and digitally signed a document before, you very likely used a tool provided by them. Their products support 44 languages and are used in over 188 countries .
The marketing team targets anyone who is over eighteen with an e-mail address that has the legal right to sign a document. Realtors can use their tools to ask clients to sign documents electronically. University administrators can ask students to sign financial aid agreements. Human Resources managers can ask new employees to sign non-disclosure agreements. Hospital receptionists can ask patient to sign privacy waivers. Literally, any profession can be their potential customers. With that in mind, they project the number of total potential customers at over a billion people. It’s not a surprise that they identify twenty global personas.
According to Meagen, content is the most effective way to educate their targeted personas on how easy and convenient it is to use DocuSign to send and sign documents anytime, anywhere on any screen. When she joined the company back in 2011, the first thing she did was to conduct a content audit and create a massive spreadsheet to understand the existing content landscape for key personas. With the team, she mapped the existing content to the buyers’ journey and identified missing content at different stages.
To fill that gap, she worked with the team to build a roadmap of the necessary content. With limited resources and budget, it would be tough to focus on all twenty personas simultaneously, so she led the team to prioritize three key personas to drive demand for her region: Sales, Human Resources and Procurement.
She also worked closely with her sales team and created unique nurture programs for different buying stages with specific content. She even wrote a dozen content items by herself (Way to go, Meagen!) to get things moving fast. Using that content as a base, she hired and trained the team to tailor content for different personas as well as outside subject matter experts to write whitepapers. The team slowly extended core programs to the other personas. Some of the common types of content for nurturing programs are case studies, webinars, customer quotes, demos, trials and whitepapers.
Over a two-year span, the team built over 80 nurture programs with very targeted lists using a marketing automation tool – Eloqua. With these programs and narrowly targeted lists through segmentation and automation, they were able to drive more leads through the sales funnel at a faster rate. Within a quarter of the first dozen nurture programs going live, pipeline doubled for the corporate business and the following quarter after two dozen went live, it tripled. Churn was also reduced across the business as the company better communicated to customers.
The DocuSign content efforts have multiple uses within the company extending to customer support and the sales teams. Since DocuSign is embedded into software such as Salesforce.com, Microsoft 365, Box, Comcast, NetSuite, FoxIt etc., the content is also incorporated into partner marketplaces and on-boarding. In addition, the same marketing automation tool is deployed worldwide; the nurture programs extend to other regions around the world. Their European region localized several of the nurture programs to drive regional demand generation efforts. While the nurture models and cadence are similar, the same personas may have different job titles in other countries and case studies and customer quotes will be different. The local team will determine the localization and translation required.
Here are some learnings from Meagen’s journey:
– Understand the existing content landscape by conducting a content audit. Narrow the audit to topics, products or audience.
– Create very targeted lists using marketing automation tools.
– Build content based on different and targeted nurture programs.
– Hustle! If necessary, start creating content yourself, then review with subject matter experts.
– Extend content usages to the sales team, customer support and partners.
When Meagen joined DocuSign in 2011, it was roughly a 150-person company. Now, it has grown to over 850 on a trajectory to hit 1,300 by end of the year – all in less than 3 years. Like the company, content planning and creation efforts are also going through a growth phase. The fun is just starting!
Meagen, thank you so much for sharing your journey with me. https://www.docusign.com/company, Docusign.com