Meagen Eisenberg | VP of Demand Generation

A progressive commitment – the Sales & Marketing Marriage

@meisenberg @docusign

#b2bnl

DocuSign – Keep Business Digital

Fortune 500

Corporations

Small/Medium

Businesses

Professionals

Everyone

With Partners

Consumer to Enterprise Across Verticals

Across Departments

Around the World

Into Different Roles

CEOs, CIOs, CXOs, LOBs

Financial

Services

High

TechHealthcare

Credit

UnionsReal Estate Insurance

Public Sector

Sales

HR

Finance

IT/Operations

Legal

Marketing

Facilities

Support

Procurement

Product Management

=Sales & Marketing Alignment is Business Critical

3

Source: SIRIUS DECISIONS

67%58%+

52%+

basic steps to align

4

#b2bnl

Technology

5

Transparency in

Results

Habitual

Communication

Build

Together

#b2bnl

6

Build together

Buyer’s journey

Content roadmap

Need ->Learn ->

Evaluate ->Negotiate ->

Purchase ->Implement ->

Advocate.

7

#b2bnl

8

Build together

Buyer’s journey

Lead life cycle

Lead scoring

Content roadmap

Lead scoring 1.0: A quick way to assess the quality of the lead to prioritize who to contact

9

Score Description Marketing Action

A4The right prospect,

but no interest.

Priority, but may need

specific "why now"

messaging.

B1 Good fit and very interested.Send to sales queue for

follow-up.

C1Not the ideal prospect,

but very interested.

Will they ever be a good fit?

Continue to nurture.

D4 Wrong fit. No interest.Fulfill request and segment

out.

Explicit = Profile fit

Of Prospect Scale: A, B, C or D

Implicit = Level of

Engagement or InterestScale: 1 - 4

Proprietary & Confidential 10

10

Lead scoring 1.0 model

Proprietary & Confidential 11

11

New lead scoring 2.0 model

12

Algorithmic trading has replaced human trading.

Lead scoring 2.0: Harnessing big data and scoring for predictive targeting

13

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Pu

rch

ase

Pro

bab

ility

Accounts

Average

Predictive targetingAccounts likely to have specific need in next 90 days

14

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Pu

rch

ase

Pro

bab

ility

Accounts

Predicted

Average

Highest Probability Segment

Different contact strategy by segment

15

0%

5%

10%

15%

20%

25%

30%

35%

40%

0 1,000 2,000 3,000 4,000 5,000 6,000 7,000

Pu

rch

ase

Pro

bab

ility

Accounts

Predicted

Average

Engage via Sales

Nurture

20% 0% 40% 60% 80% 100%

16

Build together

Buyer’s journey

Lead life cycle

Waterfall metrics

Lead scoring

Content roadmap

Marketing and Sales waterfall

17

Source: SiriusDecisions

Inquiries

A raw response, or hand-raiser to an outbound marketing program; relatively little is

known about the prospect at this point. (A-D lead score or no score at all)

Marketing Qualified

Leads (MQLs)

A lead – by way of definition and service-level agreement – that is deemed “ready”

for Sales to work. (Lead score contains A or B)

Sales Qualified

Leads (SQLs)

SQL = Opportunity; A lead that has evolved into an opportunity, one that is deemed

“pipeline quality” by the organization. (Lead Status = 5 – Created Opportunity, Opportunity: Stage = All)

Closed/Won

Business

An opportunity that has come to fruition. (Account type = customer)

Sales Accepted

Leads (SALs)

A lead that has been formally accepted by Sales; when this occurs, Sales is compelled to work

the lead in a given time frame. (Rating = Qualified, Lead Status = 2-1st attempt - 4-3rd attempt, Working, or 9-Closed - Lost to Competitor)

18

Transparency in Results

What spend worked and what did not?

19

Partner with sales in a habitual way

Be creative

Pilot

Value proposition Executive support

Onboarding

Training

Sales flash

Feedback loop

Sales flash for demand gen programs and context

20

#b2bnl

21

Technology

Have better conversations with 360 degree view of digital body language

22

• Web Activity

• Form Activity

• Email Activity

• Search Activity…

All in one place

Engage with sales-ready contacts

23

Quickly access

pre-built email

templates created

by marketing

Earn a progressive commitment from Sales@meisenberg

24

More Sales Efficiencies?

Download DocuSignTechnology

Transparency in

Results

Habitual

Communication

Build

Together

#b2bnl