CUSTOMER CASE STUDY
CUSTOMER CASE STUDY
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BIZO MULTI-CHANNEL NURTURING
Multi-channel nurturing customizes a nurture path for our anonymous visitors, and makes it easy for them to engage with the content they personally find most compelling.” Meagen Eisenberg VP of Customer Marketing, DocuSign
CAMPAIGN SNAPSHOT OBJECTIVES Increase conversions through the DocuSign website; engage known contacts beyond email; generate opportunities for the sales team
TARGET BUSINESS DEMOGRAPHICS Professionals at large to F500-sized companies
RESULTS 475 new leads; 210 known contact responses; 15 new sales opportunities
DocuSign®, The Global Standard for Digital Transaction Management™, helps organizations achieve their digital transformations by automating manual, paper-based processes. Nurturing and segmentation are key terms for DocuSign’s marketing organization, which uses more than 25 different buyer personas to influence its sophisticated nurture strategies. But the company wanted to capitalize on what it saw as two major, untapped opportunities: engaging its known contacts beyond email alone to accelerate sales, and applying the same level of sophistication to an even larger audience — the millions of website visitors that it receives monthly, most of which left the website without converting.
Nurturing Anonymous Website Visitors to Generate Leads Meagen Eisenberg, VP of Customer Marketing at DocuSign, heads up the company’s marketing automation and lead nurturing efforts. “We’re pretty experienced when it comes to email nurturing,” Eisenberg shared. “When we started having the conversation about what could be done if you applied the same concepts from email marketing automation to other marketing channels, the vision and potential impact were quite exciting.” Bizo Multi-Channel Nurturing enabled DocuSign to use business demographic data to segment its anonymous website visitors, much like it did in its Oracle Eloqua marketing automation system. After identifying a key audience segment — professionals from large to Fortune 500-sized companies — DocuSign developed a nurture program that delivered sequenced waves of display and social ads to these prospects over a several week period. Eisenberg likens a website visitor’s path to conversion to that of the longer B2B sales cycle. “Most website visitors won’t convert or become leads the first time around, and it’s not fair to expect that from them,” she explained. “Multi-channel nurturing customizes a nurture path for our anonymous visitors, and makes it easy for them to engage with the content they personally find most compelling.”
[OCT 2014]
“
Precise business demographic data combined with customized nurture paths allows us to serve sequenced display and social ads to only our most high-value, anonymous prospect segments.” Meagen Eisenberg VP of Customer Marketing, DocuSign
DocuSign developed customized nurture waves of display and social ads for its website visitors from enterprise-sized companies.
Nurturing Known Contacts Beyond the Email Inbox DocuSign uses more than 25 different buyer personas and audience segments to influence its email nurture strategies within Oracle Eloqua. However, not all of DocuSign’s known contacts open its nurture emails week to week. With its deployment of Bizo Multi-Channel Nurturing, DocuSign used the Eloqua integration to nurture its known contacts beyond the inbox. This integration allowed DocuSign to create waves of display and social ads that were customized to different known contact segments in Oracle Eloqua, such as HR and Tech, and reach them wherever they traveled online.
Results As a result of its multi-channel nurturing efforts, DocuSign saw a dramatic lift across multiple success metrics, including repeat website visits, pageviews, conversions, and more, all of which was tracked within Full-Funnel Analytics.
Daily Bizo-Driven Conversions
Most notably, in just a few months, it generated 685 responses which included 475 conversions from anonymous website visitors, and 210 responses from known contacts nurtured via display and social ads. All of this resulted in 15 influenced opportunities for its sales team. “Precise business demographic data combined with customized nurture paths allows us to serve sequenced display and social ads to only our most high-value, anonymous prospect segments,” Eisenberg explained. “ — all of which helps us increase lead volume and optimize lead quality from the moment a person first becomes interested in our brand.” [OCT 2014]
“
BIZO MULTI-CHANNEL NURTURING
Multi-channel nurturing customizes a nurture path for our anonymous visitors, and makes it easy for them to engage with the content they personally find most compelling.” Meagen Eisenberg VP of Customer Marketing, DocuSign
CAMPAIGN SNAPSHOT OBJECTIVES Increase conversions through the DocuSign website; engage known contacts beyond email; generate opportunities for the sales team
TARGET BUSINESS DEMOGRAPHICS Professionals at large to F500-sized companies
RESULTS 475 new leads; 210 known contact responses; 15 new sales opportunities
DocuSign®, The Global Standard for Digital Transaction Management™, helps organizations achieve their digital transformations by automating manual, paper-based processes. Nurturing and segmentation are key terms for DocuSign’s marketing organization, which uses more than 25 different buyer personas to influence its sophisticated nurture strategies. But the company wanted to capitalize on what it saw as two major, untapped opportunities: engaging its known contacts beyond email alone to accelerate sales, and applying the same level of sophistication to an even larger audience — the millions of website visitors that it receives monthly, most of which left the website without converting.
Nurturing Anonymous Website Visitors to Generate Leads Meagen Eisenberg, VP of Customer Marketing at DocuSign, heads up the company’s marketing automation and lead nurturing efforts. “We’re pretty experienced when it comes to email nurturing,” Eisenberg shared. “When we started having the conversation about what could be done if you applied the same concepts from email marketing automation to other marketing channels, the vision and potential impact were quite exciting.” Bizo Multi-Channel Nurturing enabled DocuSign to use business demographic data to segment its anonymous website visitors, much like it did in its Oracle Eloqua marketing automation system. After identifying a key audience segment — professionals from large to Fortune 500-sized companies — DocuSign developed a nurture program that delivered sequenced waves of display and social ads to these prospects over a several week period. Eisenberg likens a website visitor’s path to conversion to that of the longer B2B sales cycle. “Most website visitors won’t convert or become leads the first time around, and it’s not fair to expect that from them,” she explained. “Multi-channel nurturing customizes a nurture path for our anonymous visitors, and makes it easy for them to engage with the content they personally find most compelling.”
[OCT 2014]
“
Precise business demographic data combined with customized nurture paths allows us to serve sequenced display and social ads to only our most high-value, anonymous prospect segments.” Meagen Eisenberg VP of Customer Marketing, DocuSign
DocuSign developed customized nurture waves of display and social ads for its website visitors from enterprise-sized companies.
Nurturing Known Contacts Beyond the Email Inbox DocuSign uses more than 25 different buyer personas and audience segments to influence its email nurture strategies within Oracle Eloqua. However, not all of DocuSign’s known contacts open its nurture emails week to week. With its deployment of Bizo Multi-Channel Nurturing, DocuSign used the Eloqua integration to nurture its known contacts beyond the inbox. This integration allowed DocuSign to create waves of display and social ads that were customized to different known contact segments in Oracle Eloqua, such as HR and Tech, and reach them wherever they traveled online.
Results As a result of its multi-channel nurturing efforts, DocuSign saw a dramatic lift across multiple success metrics, including repeat website visits, pageviews, conversions, and more, all of which was tracked within Full-Funnel Analytics.
Daily Bizo-Driven Conversions
Most notably, in just a few months, it generated 685 responses which included 475 conversions from anonymous website visitors, and 210 responses from known contacts nurtured via display and social ads. All of this resulted in 15 influenced opportunities for its sales team. “Precise business demographic data combined with customized nurture paths allows us to serve sequenced display and social ads to only our most high-value, anonymous prospect segments,” Eisenberg explained. “ — all of which helps us increase lead volume and optimize lead quality from the moment a person first becomes interested in our brand.” [OCT 2014]
