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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.
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B2B Social Media MarketingDocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities
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!
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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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Speakers
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Meagen Eisenberg Vice President of Demand Generation
DocuSign
@meisenberg
Black & White Headshot
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Speaker
Meagen Eisenberg Vice President of Demand Generation
DocuSign
@meisenberg
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.
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.
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Challenge
Creating a marketing and sales pipeline
Problem Goal
Build a community to draw new leads in and keep them engaged through the pipeline
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Results: Opens and clickthroughs
0 200 400 600 800 1000 1200 1400 1600 1800
Send 3
Send 2
Send 1 1,700 Opens
1,100 Opens
140 CT
100 CT
Both sends had approx. 7,000 recipients
1,547 Opens
50 CT
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Results: Opens and clickthroughs
0 200 400 600 800 1000 1200 1400 1600 1800
Send 3
Send 2
Send 1 1,700 Opens
1,100 Opens
140 CT
100 CT
Both sends had approx. 7,000 recipients
1,547 Opens
50 CT
More than 350 registrants for online community
Three pipeline opportunities
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Targeted Messaging: Redefined
Get through the noise of
the inbox
Profiles remain even
if jobs change
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InMail Drop Campaign Overview
• 1 sponsored message• Every 60 days• 3 message series
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InMail Drop Campaign Overview
1 sponsored message
Every 60 days
3 message series
Drive registrants to landing page for email capture and nurturing
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Targeted Audience
Geographic Area
Company SizeSpecific Job
Title
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Targeted Audience
U.S. Companies
Over 500 Employees
VP or Director of Sales
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Sponsored InMail
3 Objectives:
1. Attract2. Engage3. Convert
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Sponsored InMail
Video clicked on more than any other call-to-
action
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Sponsored InMail
Personal invite to roundtable
Video clicked on more than any other call-to-
action
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Sponsored InMail
From a peer in the sales industry
Personal invite to roundtable
Video clicked on more than any other call-to-
action
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Sponsored InMailAd for the upcoming
roundtable event mentioned in the
message
From a peer in the sales industry
Personal invite to roundtable
Video clicked on more than any other call-to-
action
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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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Top-of-Funnel Campaign
“Join … as they discuss tools and techniques to make sales reps more efficient and effective.”
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Top-of-Funnel Campaign
“Join…as they discuss tools and techniques to make sales reps more efficient and effective.”
Not product-specific but business pain-point-specific
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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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DocuSign’s LinkedIn Presence: The brand’s group
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DocuSign’s LinkedIn Presence: Third-party groups
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DocuSign’s LinkedIn Presence: Personal InMail
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Bonus: A quick look at a Twitter promotion
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Bonus: A quick look at a Twitter promotion
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Twitter promo results
40,975 Clicks
1,989 leads generated
2 Closed deals
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Top Takeaways
1
2
3
Social channels and targeting can work for B2B marketers
LinkedIn Partner InMail Program is a relatively low-noise channel
LinkedIn is a business-peer network – continue that concept with InMail
4 Incorporate video for higher engagement
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Thank you!
Daniel BursteinDirector of Editorial Content
MECLABS
@DanielBurstein
Meagen Eisenberg Vice President of Demand Generation
DocuSign
@meisenberg
