CASE STUDY

DocuSign Drives Record Number ofWebinar Attendees Using Insightpool

DocuSign, Inc. (DocuSign®), The Global Standard for Digital Transaction Management™, helps companies achieve their digital transformations by eliminating printing, faxing, scanning, and overnighting documents to transact business. DocuSign empowers anyone to transact anything, anytime, anywhere, on any device. Securely.

Overview

Biggest Challenges

Create and convert leads from webinar attendees.

Promote webinar attendance of highly influential executives.

Position DocuSign as a thought leader among target industries.

DocuSign partnered with Insightpool in 2013 with the initiative of increasing their digital engagement to

generate quality leads, driving web traffic and sales.

“Insightpool is leading the newest technology wave enabling marketers to harness social for demand generation. DocuSign has seen success not only around audience acquisition, but also in activating that audience. Insightpool is the first time I have seen social lead nurturing in action.”

-Meagen Eisenberg, VP of Demand Generation, DocuSign

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Insightpool’s predictive technology enables brands to proactively form real relationships with the right people. This includes identifying relevant audience segments, engaging them at scale, and nurturing the relationship to achieve specific goals.

The Insightpool Solution

What makes someone "right" for a brand? Insightpool focuses on expanding a brand’s social network by searching for those who have related interests rather than simply engaging those who already follow or have previously purchased from the brand. Insightpool's software hones in on those most likely to respond to messaging based on previously documented behaviors as the best predictor of future behavior is past behavior.

DocuSign's target audience included all people with decision power at their companies, especially targeting executives and top-level managers. With the right combination of proactively-given social touchpoints, people develop a sense of trust in the brand, thus sparking new relationships. These social touchpoints are crucial for building strong and meaningful relationships between the individual and brand.

DocuSign’s main goals were to promote certain webinars and boost their brand’s image. The messages they wanted to deliver included links to content on blogs, articles, and of course, webinars. Insightpool discovered 209 of the most influential people out of 180,000. These particular people held a certain rank within a company, showed interest in relevant topics and had the highest propensity to interact with DocuSign. Each of these 209 influential prospects were activated with relevant content.

Finding the Right People

The Right Messaging At Scale

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By engaging the relevant population at scale, DocuSign saw record numbers. DocuSign increased web traffic by driving 4x as many potential customers to landing pages, generating a click rate of 384%. Their webinars received not only record numbers of attendees, but more quality attendees, at more than 500. Furthermore, DocuSign's engagement rate with their target audience grew to 56%, growing their expanded impressions to 1,079,292.

Results

Engagement examples

increase in engagement with target audience

increase in target followers month-over-month

increase in quality attendees at webinars

views/month to content blog

expandedimpressions

click rate

7x10x384%

500+35K1M+

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Insightpool found and engaged the most relevant and influential people which enabled DocuSign to achieve its goals of promoting webinars, connecting with thought leaders and other important users. They not only received record numbers of webinar attendees, but also grew their impressions, retweets, clicks, replies, and favorites. Because of this technology and insight, DocuSign exceeded its goals and built a larger and more engaged audience.

With Insightpool, you can bring real business value to social.

Takeaways

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www.insightpool.com @insightpool