DocuSign, Inc, The Global Standard for Digital Transaction Management, partnered with Insightpool with goals to increase conversation around marketing initiatives, web traffic, and ultimately leading to greater attendance. Insightpool’s intelligent social marketing platform enabled Docusign to do just that, by helping them proactively form relationships with real people, and nurture the relationships so they convert into customers and advocates. This case study walks you through the details of how Insightpool helped DocuSign achieve these goals.
- Promoting the webinar to highly influential executives
- Creating and converting webinar leads
- Positioning DocuSign as a thought leader among target industries
What makes someone “right” for a brand? Insightpool focused on expanding DocuSign’s social network by searching for those who have related interests, rather than simply engaging those who already follow. DocuSign’s target audience included people with decision power– targeting executives and top-level managers. Insightpools tools were easily able to identify and show DocuSign, in real-time, that 180,000 people fell in the target audience. And out of those 180,000 people, 209 held a high-ranking position within a company, showed interest in relevant topics, and were likely to interact with DocuSign.
Social Nurturing with 1:1 Messages
Using Insightpool’s targeting, DocuSign had spent 3+ months connecting and building relationships with a new audience of highly relevant individuals. They were then ready to activate that audience and drive them towards a particular action, which in this case was a webinar. Using Insighptool, DocuSign was able to create proactive social messages, personalized to each of the 209 influential individuals in this particular target audience. These social touch points are crucial for building strong and meaningful relationships between the individual and brand.
@DocuSign This is awesome, thank you for sharing it with me!
— Alex Diaz (@OptimusDiaz) June 6, 2014
By identifying and nurturing the right influential people, DocuSign saw a 4x increase in web traffic to their webinar registration page. This resulted in an increase warm leads registered for their webinar. Furthermore, the amount of actions (link clicks, likes, shares…) driven from Insightpool had a 56% greater engagement rate than DocuSigns regular messages.
- 4x increase in web traffic to their webinar registration page
- Increased audience engagements (link clicks, likes, shares…) by 7x
- Influencers amplified DocuSigns original messages to more than 1m people
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