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.
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