The Electronic Signature Giant
Since its inception in 2003, DocuSign has been on a mission to accelerate business and simplify life for companies and people around the world. They are pioneers of the e-signature technology that has helped several organizations connect virtually and automate the way they make and manage contracts and agreements. Without a doubt, DocuSign is the best way to electronically sign a document through any device from anywhere and at any time. At a time when global warming and sustainability are glaring issues, the company elevated its values by making a significant chunk of the business population move away from paper-based legacy systems to electronic agreements. Besides, the traditional system was lethargic, expensive, and prone to errors. Thus, automated signing processes improved the efficiency and seamlessness of collaboration between systems and companies.
The platform hosts more than 400 pre-built integrations and an API that allows DocuSign to connect with several websites, apps, and processes. They have a large customer base in over 150 countries, which is still growing.
By the end of the year, the company was facing challenges in generating quality leads. Its ability to produce growth-based clients with high potential plateaued and the company was unable to scale its efforts to reach a niche audience. Discussions prompted them to take the programmatic ABM approach, which was the only way out, considering the tight deadlines.
Find Several Needles Out Of A Haystack
DocuSign is a huge company with millions of customers. Finding newer leads, especially with the year coming to a close, meant dealing with exhaustive exclusion lists. Our solution required a unique methodology that would go above and beyond regular lead-gen tactics to produce the niche that the client was looking for. Finally, it was not just about the leads but the quality of leads we could generate.
While building a target list was only the first phase, all the noise needed to be filtered out to identify the right signals that would give the customer an opportunity for conversion. This meant getting into the second phase of prioritizing the accounts and refining those with the best intent signals.
The Tactical ABM Move
With leads typically lower, we shifted our strategy and thinking to segmentation. Beginning with defining the parameters for audience bifurcation, we were able to assess the potential value of the targets and began strategically expanding the TAM or total addressable market. We identified new avenues and development opportunities that otherwise had been overlooked. Dividing the target audience into smaller groups based on revenue, size, products, industry, and technology, we prioritized accounts based on their readiness to buy. The process was highly iterative, and our team analyzed results each time to adjust the segmentation and targeting strategies as needed.