content fuel blog

timely insights and comments

all blog entries

Jul
15

Dave Murray

GlobalFluency

Content Fuels the Funnel

Creating and delivering relevant and compelling content for prospects and customers at every step in the buyer’s journey drives efficient lead generation, accelerated customer acquisition, and improved upsell and retention. To be successful, marketers need to understand the evolving content and information needs of those prospects and customers based on who they are and where they are in the sales funnel. Like so many other things in a business, getting it right demands the integration of the right people, processes and technologies.

Meagan Eisenberg, the VP of demand generation at DocuSign, recently implemented a highly successful content marketing, customer nurture and delivery automation system for her company. The program, which began implementation at the start of 2012, helped double DocuSign’s new business pipeline in the first quarter and triple it by the next quarter. The company also achieved a 65 percent reduction in churn.

Meagan was kind enough to recently share her experience and lessons learned with the Content ROI Center. It’s an interview that’s well worth a read. Creating and delivering relevant and compelling content for prospects and customers at every step in the buyer’s journey drives efficient lead generation, accelerated customer acquisition, and improved upsell and retention. To be successful, marketers need to understand the evolving content and information needs of those prospects and customers based on who they are and where they are in the sales funnel. Like so many other things in a business, getting it right demands the integration of the right people, processes and technologies.

Meagan Eisenberg, the VP of demand generation at DocuSign, recently implemented a highly successful content marketing, customer nurture and delivery automation system for her company. The program, which began implementation at the start of 2012, helped double DocuSign’s new business pipeline in the first quarter and triple it by the next quarter. The company also achieved a 65 percent reduction in churn.

Meagan was kind enough to recently share her experience and lessons learned with the Content ROI Center. It’s an interview that’s well worth a read. http://www.contentroicenter.org/insights/pov/meagan-eisenberg