Streamline your sales lead management process in NDAs

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goal is to present the best and brightest marketers at leading San Francisco and Silicon Valley companies my name is Frank Jameson I'm the president of Applied DM research I'm the host of this webinar I and plea we are incredibly pleased to have uh Megan Eisenberg the vice president of demand generation at and she is going to be showing us how to leverage demand generation to grow sales uh Megan thank you for joining us uh please say hello good afternoon thank you Frank I'm very excited to be here to cover the docy sign story and and a lot of the different things that we've done to build our demand generation engine and our partnership with our sales team uh to accelerate their sales pipeline uh you know I've been uh working a lot with different marketing technology IES and and understanding best practices in the demand generation field and have certainly learned some lessons along the way and uh tips and tricks uh to be successful and how to go Implement uh these different Technologies and processes at various size companies a little bit of background on one second there we go a little bit of a background on docy sign so you can kind of understand our sort of marketing uh opportunity we are a B2B and b2c Company unlike any other company I have worked for in the past um I really came out of B2B enterprise software it's very exciting to be at a company like where our vision is to empower anyone to sign anything anywhere anytime and we're 100% focused on that uh although the slide says 37 million I am told we're now over 40 million unique users who have signed more than 300 million documents to date uh we operate globally with people signing in 189 different countries using 43 different languages so as a marketer we have a great opportunity and we have a lot of challenges that come with that to one build demand for businesses as well as consumers we're in many different uh verticals and industries so we're in healthcare and high-tech you may know us uh your first experience may have been with us in real estate we're also big in financial services wealth management uh many different Industries uh along those um areas and another thing for some reason I'm having a delay in my slides there we go our prospects are everywhere most companies that I've done marketing for we typically have one type of prospect whether they're in it or or security or networking at we have process ects in all different departments because the nature of contract management is that you have contracts in sales you've got contracts in procurement with HR on boarding so we have to develop programs and Outreach um outbound marketing and inbound marketing programs uh to address all the different not only Industries but departments so let's dive in really in the next 40 minutes I'm going to cover the sales pipeline landscape with and I I think it's um across all different companies it applies I'm going to talk about in order to accelerate the three key things which shouldn't look too unfamiliar is people technology and process who needed to be involved what technologies do we leverage at and the right process and then go through some uh an actual uh content development a nurture program that we use uh on inbound and then how we measure success and the results that we're seeing so the first uh you know SL really is if you look at this funnel it's on its side we use serious decisions here at docy sign so the top of the funnel is on the left as as they enter as leads come in and then of course what do we do what sort of mix what's our play to get them to accelerate through the pipeline and become customers and stay as customers and across the bottom what you're seeing is the buyer's Journey which is going to be really important as we develop content to Syndicate for demand gen really understanding pulling them in with their needs what they need to do to learn more evaluate different solutions uh how you're going to be negotiating with them uh purchase to Advocate you I heard a speaker recently that really talked about what are the three most important things within marketing and as marketers we need to one we need to acquire net new customers two we need to grow them uh and and their footprint so for instance if they bought us for sales contracts uh how do you know what do we need to do to introduce them their procurement department or HR department and then the third thing how do we keep them so what sort of programs do we have in place to keep our customers and and hopefully have them as advocates so what do we need let's dive in if we think about people it is you know a cross functional team that is necessary to be successful to build this out I joined doyin in November 2011 and and the Really the first important thing for me to do was understand our landscape understand the key stakeholders and definitely sales was a a major stakeholder that I need to um get to know understand uh live in their shoes um but also I need to understand customer success and support what were some of the things that we could be doing on the marketing in as customers came on board to make it a better experience to allow them access to uh what they needed to be successful with our product and then of course when we're building out content I need to understand who are the relevant analysts and experts in this area around e signature transaction management who are the thought leaders if I was focused on the sales use case who you know which companies and groups and authors were writing about sales efficiencies and then of course we have a huge partner Network at with Salesforce and fox and and and Microsoft and many others really how do I leverage their big names and that partnership to build out um programs you know to help our sales team so once I had the right people in place and and started those conversations and understood their worlds I needed to have the right technology in place we had Salesforce as our CRM of course and we were using a couple different Technologies on the marketing front but we did an evaluation really all of our requirements and we needed a database and a a knowledge base for marketing outside of our crms so we went through and implemented um oracles eloqua there's other Solutions out there of course there's maretto and exact target and and many other platforms you can look at and you may be using uh we went with eloqua based on our needs really to have a marketing database to work from uh a platform for email uh lead scoring and nurturing which are very strong for us from a demand gen side and I'll go into that and other sales enablement tools uh you know you can't just take a list by and load it into your CRM and hope your sales team can go work that you're adding a lot of noise into the database you haven't warmed them up you're making your sales seem grossly inefficient at that point you need an external place to keep them you need to communicate with them work with them and as soon as they engage with you then put them into your CRM the other thing we implemented last year was a technology called demandbase for targeting and personalization and I'm going to go into that on the next slide really the value around having the right data on the leads as you're bringing them into the system so you can score better you can get more leads in because you're optimizing that experience for them and then deliver more relevant content to them because you have uh more information and then more recently really trying to get and understand you know the whole thing around Big Data uh customer DNA um currently we're using mintigo they do a customer analysis and then to go Target and find net New Leads uh also looking at um Technologies like lattice engines uh lead space some others in this area I think that as marketers not only do we need the technology to host and and segment and and reach out and work with it we need the technology to personalize but to understand and optimize what's going to convert faster and how do we target better and make it easier for our sales team so the first thing are forms um when I'm looking at our website I argue I always argue that the forms are our website's greatest assets it say at the point that we collect the leads people are coming they're interested we need to make this an easier um process for them if you put too many fields like this example 11 12 Fields people do not want to fill that out so how do you optimize serious decision says less than five we use six usually at docy sign and what I think is really important is to collect the personal information there are Technologies out there that will allow you to get all the corporate information and I mentioned demandbase earlier we use them on forms as you come in to fill out the form in the background we're doing by IP address there's an API call that goes out and pulls in the industry the size of company the location country state ZIP uh all of that that's already out there in the in the world that you do not need them to fill out for you and it it's it's not their personal information and what I can't get easily is their personal as far as name uh their title email phone number things that are really crucial for the sales team to be able to uh reach out but also as marketers in order to tailor my messaging if I know your title I can go okay you're in sales I'm G to deliver a sales contract message to you you're in procurement I'm going to talk about our procurement use cases you're in HR I'm going to talk about ndas and onboarding so for docy sign title is crucial for that as well as for our sales person to figure out the message they're going to deliver and of course we want to contact you and some people prefer for other channels so if you only ask for email and they get way too much email or ignore it you may want to do foone uh and your sales team will really appreciate having email and phone as well of course also it's well known that for every additional question that you add on this form it discourages someone from completing it so you want to make sure whatever Market intelligence or information you're Gathering from asking that question that it genuinely translates into improved marketing um which leads to additional sales and that those additional sales are worth more than the business you lost because you added an extra question and someone abandoned your form so always I think a first step to do if you haven't is optimize your form for really for the inbound um piece of it when someone's filling that out and capturing the lead so of course you've got leads coming in whether you're doing webinars in they're registering you're doing white papers uh maybe a trade show and you're loading the list Maybe you've got a demo or trial set up you've got these leads now you have to figure out what you're going to do with them to help make your sales team more efficient and help accelerate them through so I think one very important part of it is scoring if you've got a lot of leads at docy sign we had almost 80,000 leads last quarter and a team now maybe closer to 18 uh that is is qualifying those that we actually sync over to the CRM and in order to be effective at you know 45 leads a day if they have a process of of calling maybe three times and emailing three times we need to help them prioritize and Lead scoring does that and and when you create lead scoring it's not something marketing creates it's something you need to create with your sales team otherwise one they're not going to adopt it and it's probably not going to be accurate so back in November actually December time frame uh we had a kind of first generation lead scoring U model set up so we sat down and and we iterated on it further we looked at what helps convert leads what what activities are they doing what type of titles uh to really create a better nurture system and I always recommend a two-tier where you have a letter and a number a number is not enough and why do I say that if you just let's say you get a lead and it's scored 50 you don't know if it was scored 50 because you bought a list and it fit all your criteria it's the right company size it's the right industry it's the right title but you have no idea if they've actually engaged if they've gone to your website if they've engaged with email or if they have um engaged with your product we all we also monitor number of envelopes being sent in order to indicate uh usage during trials and so by just giving a a a number score you you miss what's critical for sales to make a determination okay great a is the right Prospect but I want to know that they've been engaged more than a level four four like I said could just be a list bu or very early you know you really are going to have to sell the Y now because they're not as engaged with your company versus if they're a one or a two that threshold is much higher they've been doing something with your company and uh definitely warrant followup now if it's something like a D4 maybe they are all over your website engaged with your email doing a trial but they're looking for a job it's a a career type lead and and so we certainly want to look at did they fit the right profile but also are they engaged and then the sales team can create console reports if they use Salesforce and quickly run and look at the a1s and the a2s and even the a3s and then the b1s and the b2s uh so they can be more efficient and call those that are have a higher chance of converting and then the next key thing is is really nurturing and there's many reasons why one we want to align our sales cycle to the the buyer's Journey that I talked about because everyone's going to come to your site at different stages some may be investigating early just really trying to understand e signature management others they're further along and they're looking at different brands they're looking at you they're looking at your competitors and and they need different messaging based on that and I'll show you how we figured out really where are our buyers were in that in that Journey the other thing is you know if you're sending High volumes of leads and your salesperson your inside sales calls and emails they might not hit them when they're ready to buy well they need to move on and work the next lead because you know you don't want the leads to die you want to really call within an hour or two of receiving them uh so if the timing's off and you don't connect you're the sales team is going to mark them as unable to reach so what are you doing as a marketer to make sure you don't lose that opportunity just because they weren't ready at the time that your sales team reached out you need to put nurture programs in place to get them further along and then of course once they're in a sales cycle or or working with your sales team what are you doing to help them accelerate that so I love this thought you know it's really not that easy to create content um but it can be a a very strong competitive Advantage if you do it well uh so you know as marketers we're seeing a lot out there around content management content marketing what do we need to create and I think it's very critical when you're building out your nurture program to have an understanding of what content you need so what did we do back in December of 2011 we really needed to to take an inventory of what content was available now I did this very manually there's other Technologies out there that will help you uh if you haven't done this manually already i' I've seen Technologies like KOST and others uh but uh I took a spreadsheet and I you know an Excel spreadsheet and across the top I put the buyer's Journey you know need learn evaluate negotiate Etc and made them columns and then I I started to look at um you know how does that map to our scoring in the different sales stages and the greed upon stages what are the different gates in order to get from need to learn what type of content will help me get them there you know and and the only way you can build this out is well one you can look at your website to get a sense of your content you can talk to product marketing you can talk to marketing but you really need to talk to sales they are in the field day-to-day talking with prospects and customers they know what it takes to okay we're at evaluate stage I need to have the for Forester wave I need the gardener magic quadrant okay you know they need to understand a little bit more you know security is extremely important at at you you are you know sending contracts and your IP back and forth and we are a SAS uh service what do we have in place uh to make you feel comfortable to make your seeso comfortable what type of content do we have that we can deliver uh to help them get through that stage uh and then you know understanding their peers what sort of customer references do we have customer case studies what kind of videos uh really understanding all of that and what what content is out there and then you start to identify the gaps so I'm going to show you this is a spreadsheet it's a ey chart not expected to read but down on the road side are the different stages and you can really quickly figure out what you're missing you know you met with sales you met with customer support you met with marketing and maybe you've even called some customers to fill this out now what you need to do and I say mind the gap or mind the gap whichever one you want to go with you've got to go figure out what contents uh you need uh to build this out and so you have an inventory now you've got to go either create it or curate it and so often you know you can you know nutritionally you will work with your product marketing team to create content um but they don't always have the bandwidth for it you know maybe they're working on the sales deck or your user conference or dreamforce or or or some other um thing that they're building content out from but um you can work with others outside uh to curate so if you're running demand gen and you don't have the bandwidth to create inside I really recommend working with outside vendors and it there's coste effective ways of doing it find where your audience who influences your audience you know with us sales contracts are you know it's a big use case so we worked with CSO insights and and we worked with them to build out a you know they had an annual study so we we sponsored the study and included a couple of questions had to get some interesting data and then they wrote a white paper around really the efficiencies that electronic signature brings to sales teams and we worked with aine we sponsored some of their content uh we worked with HR marketer for our HR use case so find communities where your buyer at find where they go to get their content and work with those communities those writers you know we worked with infow world as well they created a a white paper for us they interviewed our ciso um at the time Joan Ross and uh you know created some really compelling content to bring in the CIO and the ciso so I I think there's ways of getting to that content if you can't build an in- housee there's creative ways there's webinars and then you can record them for on demand for use later of course you you have customer case studies and videos um one thing that's key is you know show that funnel there's the top of the funnel middle and then late stage there is different content that makes more sense at different stages of your funnel and I've got some different ideas listed here it's know it's dependent on everyone's bu business and and your business case but top of the funnel is typically what are you doing to draw in people who are trying to learn about a certain topic for us it's really big to talk about sales efficiency sales tools so we want to put paper and content out there that draws in sales Ops and head of sales and so that's the type of content we focus on you know others that do this well HubSpot maretto Ela they're all really good at creating top of funnels content to get leads in and that's what you want to do to draw them in and then you're going to drop them into a nurture program with very relevant content to move them through and I always get asked how often do you refresh it you know you definitely should look at your content every quarter and certainly annually I tend anytime someone's new that comes on board I have them go through and look at our content it's good to educate them and bring them up to speed but they catch different things and they come in with a fresh perspective also you'll find your sales team is you know as they're going through nurture programs or reading content they will catch it uh typically companies will go through refreshes of their website that's a time to go through it maybe they do even rebranding or recoloring of their uh their their whole site and brand and that's definitely a time that you'll end up refreshing it but certainly you want to monitor it I'll talk a little bit later about how to measure and and what's working and what's not and you will refresh it during those reviews as well so I really like this quote actually got it from one of our VP of sales here at uh and I I think it really it's it's Perfection is attained not when no more can be added but when no more can be removed and it's so true and it's very hard to get to Perfection and and to simplify what you're work work on and make it more digestible in the world of 140 tweets or 140 characters to a tweet we definitely know as marketers that we have to to to simplify as much as possible so let me show you an example of a nurture program that leverages the content that we have at that we've created and curated and I'm really going to start with a business trial nurture program so if you went to our website you can demo trial or buy um is Major call to action uh depending on your industry you may see a different billboard using demand-based technology driving you to the most relevant call to action but if you sign up for our business trial uh the first thing we do is we of course we welcome you but we want to make sure you're successful with the trial we want to make sure we provide you with the right content to answer your questions and to make sure you're able to find it quickly and in in this particular case we seed the idea that docy sign if you came in as a sales use case could be can be used across your entire business in other areas such as HR Finance or procurement and so that's the first thing that comes out we let them know that their trial ends in 30 days then the second touch actually comes the next day so this is a 30-day nurture program just to to give you context uh the second one comes from the director of customer success at the time which was Tanya she welcomed them in and really we want them to know that you know when you're buying a a software product or sta product you want you you want to know that you're going to get the you're going to be successful that they have an infrastructure in place to help you be successful to help answer any questions that you might have that you're a well-established organization with many customers on your platform that are having success so we thought it was important that the second Touch come from the director of customer success welcoming them and inviting them to an upcoming webinar we run several webinars at docy sign we we hosted 30 or 47 of them in the last four months which is quite a lot um and that does not include on demand those are all um live webinars and so we want to invite them to what's relevant for them and and give them an opportunity to learn more then the next touch is about another two days later uh it's letting actually yes two days later and it lets them know they have 25 days left in their trial and it gives them a video of how to send a document and why do we do that well we know that if you're in a trial if you actually send a document for Signature you have a much higher chance of buying our product within trial or before the end of trial and so we want to make sure it is easy you have everything you need and so we send you the video on how to do that the next thing as I talked about security is really important and and so we have email nurture program come from Joan Ross our our ceso and it talks about how important Security is to docy sign and we know it's important to our customers what you see there in yellow is it it populates the company name of our customer it talks about our certifications uh that were you know Federal eign eign compliant or ISO certified Etc and allows them to get more information and it comes from our ciso now what we have set up on the back end that you don't see is that we triage every single bit of communication what's important about nurture programs and and as marketers we're trying to get our customers to engage with us so you don't want to set up a nurture program where if they hit reply it's a do not reply type message the whole point is to get them into engage this is a business trial and if they do to Route them to the right person so we have two people that monitor all Communications and replies one monitors for our consumer side and the other um person monitors for our business side so if someone responds back and has a question about security we will route that to Joan and the security team to get back and we'll CC their sales reps if they have a question about the product we will forward to the sales rep to follow up and have a great conversation about that a question around pricing same thing forward to sales a a custo you know maybe a support type question we'll we'll forward it to support so it's very important that you monitor that engagement and that you get that engagement and we get a lot of Engagement with our our Tri really with our nurture programs and our trial nurt programs so this next email that goes out it's at the 15 day point and we we really have Tanya check back in with them you know customer support we're g to be and success we're going to be with you along your entire Journey as a customer so I'm going to check back in with you we want to make sure they know where to go to log in sometimes people will sign up for trials and then never go back and activate so we're we're sending that to them to make sure they know where to go we have a link to some case studies and we highlight one of our customers LinkedIn and what's great about automation technology like eloqua is we can swap in the case study relevant to their industry because we've collected industry at the form level and so it really makes them feel like has a solution for them and then we send them a couple days later a white paper as they're going through their evaluation stage they're going to look at other players and you know the Forester wave recently came out we're very strong contenders we're top right in the Forester wave and it talks about not only just the players in it but the strengths and and really the benefits of e signature and so this is a thought leadership piece an analyst piece that carries a lot of weight as they're deciding who to go with and then one of our differentiators is mobile we have a very strong mobile play for signing contracts in the field whether it's your iPad or phone and so we highlight that as a differentiation to our competitors and then right before the day before the trial ends we send them a nurture email letting them know you know hey your trial ends tomorrow some people may be in it they're not tracking the days of their trial we want to make sure they know and and make sure they know where to log in and then the phone number for sales you know you don't want to lose this great e signature trans transaction management solution call sales so making sure they have we make it as simple as possible to buy our product to get with sales to understand all the benefits and then you would think we would end there here it's 30 days they've heard enough from us uh but we don't we actually look if they became a customer or not and if they did not a couple days later we send them an email asking them why they didn't buy and this is like I said it's all about engagement you haven't lost them yet they haven't unsubscribed yet so find out why they didn't buy and and don't let it go because you have one more opportunity to sell to them and so we you know we say hey we love our product but we know there's always things we can improve on we'd like to hear why didn't you decide to buy and we get a lot of Engagement with this email from those that didn't buy and it you know what I love the best is if they said they write back your solution costs too much well great we fored that onto sales because now it's time for them to go have a value discussion to talk about the value we would provide their company or if they talk about oh I went with a competitor same thing to reach out and really make sure they understand uh the benefits that they receive with the global standard in E signature and so you don't want to let them go I recommend definitely a follow-up some people have recommended oh maybe you do Survey Monkey I think it's really easy if people can hit reply and fill it out uh and and this it does work for us at that was an example of one nurture program uh you can see I could take some of my advice from these quotes I I would have written a shorter letter but I did not have the time uh yes if you can simplify your Communications some of those emails were not that simple so we can certainly improve on them and and we have iterated um on them since uh but you know when you're trying to just get out of the gate I recommend get out of the gate uh we put our first nurture program in place we had a default one uh the first you know we bought eloqua early December launched the first week it was a three-day launch in January and had our sales kickoff the second week and when we launched that first week we came out of the gate with a lead scoring model in place a nurture program in place which was our default one and uh email you know the ability for email marketing and we built out another dozen that first quarter and I I think that you know get don't get writers blocked just put something down get the first one out understand the model and how it works and you'll be more comfortable getting the rest out and and providing that for your team so what I'm showing you here is uh really our nurture system at doys sign uh each of these blue boxes is one unique nurture program we have over 55 running we have taken about 20 of these and localize them for our European uh team and and leads that come in from different countries uh so you know it did take a year to build this out like I said the first quarter about a dozen we had two dozen by the end of six months about three dozen by the end of the year and we now just top 55 and and all of that is not just created within marketing some of these were created by our development team once we provided the model um working with customer support Etc so let me just walk through it um when when we started I mentioned we went with the default and this is really looking at that buyer's Journey starting with thought leadership Forester wave Gartner papers Etc bring them in inviting them to a webinar sending them as the next touch a customer case study a video getting them to enter demo which is a one minute quick thing and then of course to take a trial so the whole idea is to get them to go from needing having a need and learning about it to evaluating your product and then of course to buy and so we out of the gate you know if someone fills out a form they went to the default program and and what's interesting about the system is that you obviously would not want them in all of these at once and so you have to use you know we use eloqua to orchestrate this they've got a great kind of air traffic control system you can leverage but before each email goes out in the sequence it checks to see are they in a trial yet if they are kick them out of you know really the First Column if they're not keep going but check are they a customer if their customer kick them out of these earlier uh stage nurture programs and talk to them like their customer and so it's really important that you have that set up for it and as we started building it out I'm you know we have multiple departments that can use and we would not want to talk to someone in HR about the sales use case it wouldn't be relevant it wouldn't be targeted and and we wouldn't be successful so we have built out ba you know we segment based on title we normalize the data when it comes in and if we have a department nurture program they will be put in the department nurture program that's relevant to them and then of course the next thing we look at if we don't have a department nurture program is their industry because as you can imagine if you're in a credit union space you are have a very different uh need than someone that's in higher education higher education is all about processing student applications with signatures uh you know Healthcare is about the patient experience and we have different case studies and white papers that are relevant to the different industries that we're going to drop into these nurture programs and so really the hierarchy is it looks do we know their Department if not put them into industry if not put them into default and this is before they're in a trial or become a customer and and I do get asked the Cadence uh typically I like to go one email every seven days except for your trial since that's within 30 days but when it's a early stage nurture about once a week because the idea is they're coming inbound your sales team is following up and you're giving your sales team air cover and helping educate the prospect as they're going through the sales cycle and so the next thing uh here at the evaluate stage is the trial I showed you an example so I won't go into that but we do have Pro trial and real estate trials and then of course we've localized for Europe and then we have a whole idea of marketplaces so if you are working in a world of app exchange or Microsoft Dynamics or Google Apps any of these marketplaces uh people are signing up for a trial in those places and you know the depending on the structure of the relationship with your partner you want to communicate the content necessary for them to be successful and here so as they enter from one of these what we call connectors we route them to a different unique nurture program that makes sense for them to be successful and what's key about it is that marketplaces are all about reviews when you go to the app exchange or when you go anywhere really as a consumer or business buyer you're looking at reviews there was a study uh recently about um on buy and and of course we always hear the 60% of the journeys done before you even talk to sales but I thought interesting 56% of all buyers B2B buyers look at reviews before buying and so as marketers we need to make sure that we have more reviews out there that people are rating our product so the last touch in this nurture program is a rate and review email asking them to go rate your product not saying what to rate it just to say help the community help other sales folks help other developers by rating and making it very easy for them to click on a link and do that so we built that into the nurture programs and then of course developers docy sign has a re best developer Community we've got we use rest API uh people are connecting their systems with docy sign for instance either through CRM or procurement systems and what's interesting for us is that if you build out using our rest API or integrate of developers on it one it's a huge signal that there's a large project probably involved at somewhere someone has instructed the developing development team to go learn about how to integrate with these types of systems two we also usually see a larger Mr where a monthly recurring revenue and so it's a larger deal um from that standpoint and it's stickier if you're going to integrate one of your systems into our product uh you're probably going to stay around for a while and your volumes of contracts that you're sending are going to be more so we you know I didn't build out this nurture program actually Mike Rosen a head of uh development and developer relationships um wrote the program and it's only three emails it's not you know the others are more six to eight emails it's it's a hey here's some content let me know how I can help it's checking back in want to make sure you know where our other resources are at if you have any questions and we do get developers uh responding back and we triage that in marketing and we forward over to Mike and his team to respond so that they can be more successful and then we have re-engagement programs and loss to competitor re-engagement of course if if your sales team calls in and they weren't ready to buy and marks them as unable to reach what are you doing as marketers to get them to re-engage so we have nurture programs built out for that and then lost a competitor I always say don't don't let them go because they had a project they bought and it's a renewal business so get them when they're going to renew or when potentially they're not going to be happy if you're the best at what you do you're probably going to deliver a much better service than your competitor so hit you know a month later we email them and ask them how their signature projects going and we highlight why customers buy docy sign or high level of security Etc and then we hit them at five months and we hit them at 11 months with a similar email so as they're looking if they have an annual contract that we are top of Mind as a solution provider to them and then of course customers you know I talked about the beginning you know you need to acquire customers you need to grow their use of your product and you you need to keep them and so when you bring them on board make sure you're welcoming them make sure you're delivering uh information that they need to be successful you also want to help your sales team your account managers grow uh the use case so if they came in with sales make sure you're highlighting that they can work with their procurement department or with HR to expand the use of it we have customers coming in through e-commerce and people who download our Inc app docy sign Inc we want to make sure we communicate for their types of needs and then of course people using our product we want to reward them so that's a different nurture program hey great you sent 500 envelopes another email hey you sent over a thousand our heavy users are the folks that we want at our user conference and our user uh groups so we give them complimentary passes to our user conference for being heavy users and we automate that and when they respond back take us up on it we set them up with it and then of course lastly anti- churn we want to keep our customers and because we can see usage of the product if you're not using our product we need to be responsive to that that's what makes a good you know a great customer focused company is making sure their customers are getting the most out of their use of your product and so when we see you're not using it we reach out not only with a video on how to use it but we ask you know how's it going we see you haven't had a chance to use it can we help you with anything and same thing if you're low usage you know are you going to buy again if you're not getting the most value out of it and then just credit card expiration making sure they know if they bought online and they used a credit card that it's about to expire so they're not losing that great service so that was a lot you know I went through um a smattering of the different nurture programs that we have running but this you know from a demand generation engine really puts in a great Foundation to give air cover to our reps and and to you know I have a very small team a year ago I had one person on my team I have five people on my team now um but it allows us to be a lot more effective by automating these communications and we we definitely see the results on it so the the next thing is people ask well how do you measure um you know it's important steuart on the dostein team always says we measure what matters because what Ma because what matters measures and so what do we do you know typically when we think of email marketing which is you know a piece of nurturing is AB testing and opening and unsubscribed and don't get me wrong that is all very important but it's more than that it's did your content actually move them to buy did it influence them what you know did they have a higher likelihood of of looking at a customer case study than downloading a white paper or or did they look at a video Etc so monitoring that and if you're on Salesforce I really like the campaigns with influenc Ops report and and every single asset and nurture program that we're running is tied to a campaign and we monitor if it actually influen oportunities being created and closed and you know one thing to highlight is that if you're gonna have a nurture program that means you already have the person in your system if you're not Progressive profiling if you already have the content and Fields you need don't make them fill out a form again for the asset use a blind form submit eloqua in your emails you can have this blind form sub submit which will then tie them to a campaign so you can track if they downloaded the asset or not if they went to the webinar on demand recording uh Etc watch a video so I always recommend blind form submits and not asking for their content again so results what did we see over the past year uh definitely a lead in Deal acceleration machine if you see the number of you know our growth of net new leads and companies uh in the system you it's significant uh quarter over quarter definitely year over year uh huge marketing efficiencies you know small group uh being able to do a lot more because we have you know we do email marketing one-off Communications of course inviting people to live webinars and events but having the system in the background that keeps them warm and moves them along is critical uh we saw an increase in our conversion rates and our pipeline doubled and then tripled uh our Revenue grew and just a reduction in in the first quarter we saw 65% across the business 25% just in our corporate business uh and a reduction in turn by facilitating the engagements and the communications and of course a strong partnership between sales and marketing uh you cannot be I don't think you can be successful at all in demand generation if you are not a have you know if you don't have a strong partnership with your sales team our success at has been the partnership has been the insights that sales has brought to the table the feedback you know really looking at the data and what they're seeing uh all of that's uh really critical to our success and then just being valued at the executive level you know J not just being a cost center showing Topline growth and how you contributed to it and and trying to position yourself as a a profit Center you have to be able to command uh the data and understand and learn from it and show what you're doing to improve on it in order to be valued at that level and so you know just really strong results in doing that so I've been excited to talk with everyone today if you guys want to experience the docy sign to man engine always welcome me to sign up you can either do a quick demo on the homepage or trial feel free to download our app uh and really open it up for questions uh Megan thank you so much for uh uh being a speaker today and um thank you for making this incredible U presentation