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DocuSign Drives Customer Engagement and Increases Sales Pipeline by 22%
Technology Category
- Analytics & Modeling - Predictive Analytics
- Application Infrastructure & Middleware - API Integration & Management
- Platform as a Service (PaaS) - Connectivity Platforms
Applicable Industries
- Professional Service
- Software
Applicable Functions
- Business Operation
- Sales & Marketing
Use Cases
- Predictive Replenishment
Services
- Data Science Services
- Software Design & Engineering Services
- System Integration
The Challenge
DocuSign, a leader in eSignature transaction management, faced a challenge common to many B2B companies: potential enterprise buyers were visiting its site but leaving before accessing the most relevant content. The company needed to attract the right audience and serve engaging content to visitors. Specifically, DocuSign aimed to drive more traffic from accounts most likely to buy, increase click-through rates to high-value, form-gated content, and boost the conversion percentage of those reaching forms without sacrificing important information.
About The Customer
DocuSign is a prominent player in the eSignature transaction management space, known for its robust solutions that facilitate electronic signatures and digital transaction management. The company serves a wide range of industries and has a significant presence in the B2B market. DocuSign's primary goal is to streamline the signing process, making it easier and more efficient for businesses to manage their documents and transactions electronically. With a large customer base and a reputation for innovation, DocuSign continually seeks to enhance its digital engagement strategies to better serve its clients and drive business growth.
The Solution
To address its challenges, DocuSign implemented Demandbase’s Account-Based Advertising and Website Personalization solutions. These tools enabled the company to launch company-specific digital campaigns for six industries, attracting target accounts to the website, engaging them with relevant content, and converting them to sales prospects. The solution involved targeting the right accounts with personalized display advertising, serving personalized onsite content, and shortening the free-trial form to increase conversions. Additionally, Demandbase Web Analytics, integrated with Google Analytics, provided insights into the effectiveness of these efforts, allowing DocuSign to fine-tune its website messages and offers.
Operational Impact
Quantitative Benefit
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