Presented by Meagen Eisenberg, VP of Demand Generation at DocuSign, during Content Marketing Bootcamp San Francisco. #contentcamp

1. Nurture with Content:
Accelerate the Middle of Your Funnel
Meagen Eisenberg – VP of Demand Generation at DocuSign
@meisenberg

2. The next 30 minutes
§ What does your content funnel look like?
§ What do you need to build out your content?
§ People
§ Technology
§ Process
§ Content development cycle
§ Demo middle of the funnel content
§ Measure of success
§ Results

3. What does your funnel look like?
Deliver the appropriate marketing mix at the correct buying stage to accelerate revenue
Middle of the funnel
Need Learn Evaluate Negotiate Purchase Implement Advocate
(Trial starts here à)

4. What do you need to build
out your content?

5. People
§ Marketing
§ Web team
§ Sales
§ Customer success &
support
§ Analysts
§ Thought-leaders
§ Partners
People Technology Process

6. Syndicate targeted content at the right stages
§ Marketing Automation § Targeting and
Platform (MAP) personalization platform
§ Marketing database § Web form optimization
§ Email platform and response § Website optimization
tracking
§ Lead scoring and nurturing
§ Sales enablement tools
§ Website-activity for website
triggered nurturing
People Technology Process

7. Are your forms collecting the correct information 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
§ Location info (City, State, Country)
People Technology Process

8. Why content delivery at middle of the funnel?
• Align sales cycle with buy cycle
• Reduce “lead wastage” – plug
the leak!
• Notify sales when prospect
exhibits “ready to buy” signals
• Move from trial to buy
• Cultivate prospects with longer
term buying horizons
• Align resources to lead value
People Technology Process

9. Content design and delivery is
art wrapped in technology

10. Understand your content needs - map your
buyer’s journey to your sales cycle
Need Learn Evaluate Negotiate Purchase Implement Advocate
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
People Technology Process

11. Mind the gap

12. Content development cycles
§ How do you get content?
§ Create vs. curate
§ How do you use content? The Solution 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, differentiation (ex. security), how-to videos and
whitepapers for trial
§ Late-stage funnel – product briefs, house whitepapers, why
you are the best solution
§ How often do you refresh it?

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

14. Show me

15. Business trial content nurture experience

16. Business trial content nurture experience

17. Business trial content nurture experience

18. Business trial content nurture experience

19. Business trial content nurture experience

20. Business trial content nurture experience

21. Business trial content nurture experience

22. Business trial content nurture experience

23. Business trial content nurture experience

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

25. Content system to accelerate the funnel with content delivery programs
Need Learn Evaluate Negotiate Purchase Implement Advocate
(Trial and demo starts here à)
ProTrial Biz Customer Welcome
NARTrial Biz Customer
Default Welcome EMEA
BizTrial
Default EMEA
BizTrial EMEA Web Customer
Department: Marketplace/Connector: NAR Pro Free
DS for Salesforce RE/NAR Pro
HR
MS Dynamics
Web-activity
SugarCRM DS Ink
triggered
Industry: Box Mobile
Rate + Review
Google Drive
Credit Unions
Google Ent Apps
Insurance Usage Rewards
Education Alfresco
Yahoo – coming soon
HiTech Anti-churn:
Connector base
Banking Reengagement No usage
(EMEA)
Healthcare Lost to Low usage
Competitor
Developer CC Expiration
DocuSign Confidential 25

26. Measure what matters – you
can’t manage what you don’t
measure

27. Measure of success – what’s working and not?
§ It’s NOT just Email analysis (A/B testing
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 time to buy from trial?
§ Did you reduce churn?
§ Did you reduce the sales cycle by
leveraging content?
§ What opportunities were influenced by your
content assets?
§ Measure opportunity revenue with campaign
tracking
§ Blind form submits

28. Results from smart use of content
§ Lead and deal acceleration machine
§ Marketing efficiencies – small group can operate
at large scale
§ Documented processes and robust reporting
§ Growth in business - Increase in conversion
rates, pipeline and revenue, reduction in churn
§ Strong partnership between sales and marketing
§ Marketing execution and input valued at the
executive level

29. Content is King at all stages of the
funnel, especially middle

30. Content Marketing
Bootcamp
February 21, 2013
San Francisco, California
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