Join Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and Daniel Burstein, Director of Editorial Content, MECLABS, as they walk through how DocuSign took what might have been a pretty standard email effort, and instead of using its email database, it utilized LinkedIn to send a series of sponsored InMails from its webinar speakers.

1. B2B Social Media Marketing
DocuSign’s targeted LinkedIn InMail strategy creates 3 large
pipeline opportunities

2. See Daniel Burstein, Director of
Editorial Content, and Pamela Markey,
Senior Director of Marketing,
MECLABS, discuss the top takeaways
from Lead Gen Summit and answers
questions from the audience!
Watch it now!
is
Access other webinars

3. We’re sharing on Twitter!
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4. Additional Resources
B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large
pipeline opportunities
Using LinkedIn for Lead Generation: 6 Lessons
Social Spam: Why you should clean out your LinkedIn and Facebook communities
B2B Lead Generation: 6 social media tactics from 7 experts
Social Media Marketing: Social login or traditional website registration?
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5. Speakers
Black & White
Headshot
Meagen Eisenberg
Daniel Burstein
Vice President of Demand Generation
Director of Editorial Content
MECLABS
@DanielBurstein
DocuSign
@meisenberg
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6. Speaker
Meagen has spent over 19 years in high-tech. In 2012, she
received the SuperNova Award in Matrix Commerce. In 2011,
she received the Marketing Visionary Markie award in the
marketing automation field.
Meagen Eisenberg
She has an MBA from Yale School Of Management, and a
Bachelor of Science degree in management information
systems and a minor in computer science from Cal Poly – SLO.
Vice President of Demand Generation
DocuSign
@meisenberg
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7. Challenge
Problem
Creating a marketing
and sales pipeline
Goal
Build a community to draw new
leads in and keep them engaged
through the pipeline
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8. Results: Opens and clickthroughs
Send 1
140
CT
1,700 Opens
1,100
Opens
Send 2
100
CT
1,547
Opens
Send 3
0
200
400
600
50
CT
800
1000
1200
Both sends had approx. 7,000 recipients
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1400
1600
1800

9. Results: Opens and clickthroughs
Send 1
140
CT
1,700 Opens
More than 350 registrants for online
1,100 community
100
Send 2
Opens
CT
Three 1,547
pipeline opportunities50
Send 3
Opens
0
200
400
600
CT
800
1000
1200
Both sends had approx. 7,000 recipients
#SherpaWebinar
1400
1600
1800

10. Targeted Messaging: Redefined
Profiles
remain even
if jobs
change
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Get through
the noise of
the inbox

11. InMail Drop Campaign Overview
• 1 sponsored message
• Every 60 days
• 3 message series
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12. InMail Drop Campaign Overview
1 sponsored message
Drive registrants to landing page
Every 60 days
for email capture 3and nurturing
message series
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13. #SherpaWebinar

14. Targeted Audience
Geographic
Specific Job
Company Size
Area
Title
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15. Targeted Audience
U.S.
Companies
Over 500
Employees
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VP or Director
of Sales

16. Sponsored InMail
3 Objectives:
1. Attract
2. Engage
3. Convert
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17. Sponsored InMail
Video clicked on
more than any
other call-toaction
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18. Sponsored InMail
Video clicked on
more than any
other call-toaction
Personal invite to
roundtable
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19. Sponsored InMail
Video clicked on
more than any
other call-toaction
Personal invite to
roundtable
From a peer in
the sales industry
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20. Sponsored InMail
Ad for the
upcoming
roundtable event
mentioned in the
message
Video clicked on
more than any
other call-toaction
Personal invite to
roundtable
From a peer in
the sales industry
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21. Landing Page
25% of registrants
opted for social sign-in
• Make registration easy
• All users coming from LinkedIn
• Use of modern social tools
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22. Top-of-Funnel Campaign
“Join … as they discuss tools and techniques to make
sales reps more efficient and effective.”
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23. Top-of-Funnel Campaign
Not product-specific but
business pain-point-specific
“Join…as they discuss tools and techniques to make sales
reps more efficient and effective.”
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24. Ad Appearing in InMail
Created 3 pipeline
opportunities
Over 350 registrants
for roundtables
Every registrant was included
in the online community
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25. DocuSign’s LinkedIn Presence: The brand’s group
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26. DocuSign’s LinkedIn Presence: Third-party groups
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27. DocuSign’s LinkedIn Presence: Personal InMail
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28. Bonus: A quick look at a Twitter promotion
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29. Bonus: A quick look at a Twitter promotion
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30. Twitter promo results
40,975
Clicks
1,989 leads
generated
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2 Closed
deals

31. Top Takeaways
1
Social channels and targeting can work for B2B marketers
2
LinkedIn Partner InMail Program is a relatively low-noise channel
3
LinkedIn is a business-peer network – continue that concept with InMail
4
Incorporate video for higher engagement
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32. Thank you!
Meagen Eisenberg
Vice President of Demand Generation
DocuSign
@meisenberg
Daniel Burstein
Director of Editorial Content
MECLABS
@DanielBurstein
#SherpaWebinar