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| In charge of event marketing at DocuSign Japan, Ms. Yukiko Fujiwara, Field Partner Marketing Manager |
"I felt that ITmedia's events were highly credible because of their ability to attract visitors and obtain a certain level of leads."
DocuSign Japan Co., Ltd.
Field Partner Marketing Manager, Ms. Yukiko Fujiwara
| Introduction of background and issues | Reaching new demographics that cannot be approached in-house |
|---|---|
| Implementation details |
Exhibiting at "ITmedia SaaS Expo", an event hosted by ITmedia |
| Effect of use |
Achieved an event acquisition lead negotiation rate of 8% Development of a new layer |
記事公開日：2022年02月09日
Since its founding in the United States in 2003, DocuSign has been a pioneer in electronic signature technology and has been leading the paperless and electronic contracts of documents around the world. In Japan as well, since October 2021, the computerization of administrative procedures / abolition of stamping has been promoted, and the attention to electronic signatures and electronic contracts has increased at a stretch, so DocuSign Japan, a Japanese corporation, is also interested in its own solutions and taking a proactive approach to those who are interested.
Under Covid-19 disaster, the marketing team, inside sales, and field sales teams share and manage information and goals with the customer management system (CRM) by developing in-house online seminars, raising needs through digital marketing and creating projects.
The problem with the company was that it was difficult to approach those who were not aware of DocuSign and electronic signatures in the first place because the seminars held by the company had a limit to the number of people who could approach them.
In the case of in-house seminars, those who have contacted in the past and are registered in CRM as prospective customers are targeted. Since you already know about the product, the content of the seminar will be deep and specialized. On the other hand, since electronic signatures are a growing field, companies and organizations that want to know the basics such as basic mechanisms, merits, and examples will not follow.
DocuSign Japan, which thought that it was necessary to appeal to a wider range of people in anticipation of the future, decided to exhibit at "ITmedia SaaS Expo 2021 Summer" held in July 2021 with the aim of developing new groups. We asked Ms. Yukiko Fujiwara, Field Partner Marketing Manager, who is in charge of event marketing at DocuSign Japan, about the points that cultivated a new layer and achieved a high contract rate at this event.
Under Covid-19 disaster, the marketing team, inside sales, and field sales teams share and manage information and goals with the customer management system (CRM) by developing in-house online seminars, raising needs through digital marketing and creating projects.
The problem with the company was that it was difficult to approach those who were not aware of DocuSign and electronic signatures in the first place because the seminars held by the company had a limit to the number of people who could approach them.
In the case of in-house seminars, those who have contacted in the past and are registered in CRM as prospective customers are targeted. Since you already know about the product, the content of the seminar will be deep and specialized. On the other hand, since electronic signatures are a growing field, companies and organizations that want to know the basics such as basic mechanisms, merits, and examples will not follow.
DocuSign Japan, which thought that it was necessary to appeal to a wider range of people in anticipation of the future, decided to exhibit at "ITmedia SaaS Expo 2021 Summer" held in July 2021 with the aim of developing new groups. We asked Ms. Yukiko Fujiwara, Field Partner Marketing Manager, who is in charge of event marketing at DocuSign Japan, about the points that cultivated a new layer and achieved a high contract rate at this event.
● It is indispensable to develop new digital signature markets and third-party events, which are rapidly gaining attention.
――What kind of system does DocuSign Japan develop in marketing?
Ms. Fujiwara: One person in charge of content marketing, one person in charge of digital marketing, and I am mainly in charge of the event, and one person in charge of management, a total of four people.
Leads are collected at events, etc., and the collected leads are nurturing and scored. Therefore, the lead that reaches a certain point or more is called MQL (Marketing Qualified Lead), and the inside sales team calls or attacks this MQL to proceed with the approach. As a result, when an appointment is made, it becomes SQL (Sales Qualified Lead) and is handed over to field sales.
And field sales actually visit. If the necessary BANT (Budget: budget, Authority: decision-making authority, Needs: needs, Timeframe: introduction time) information is available and there is a possibility that it can be closed, it will be promoted as SQO (Sales Qualified Opportunity). It is a flow.
――Please tell us the KPI of each team.
Ms. Fujiwara: The number of MQLs and SQOs is large. The marketing team is not just passing a lot of leads, but also looking at "whether it is a lead to make a deal", so how can we provide high quality leads to inside sales and how efficiently The important point is to make it into a project. Information is managed and shared using Salesforce.
Ms. Fujiwara: The number of MQLs and SQOs is large. The marketing team is not just passing a lot of leads, but also looking at "whether it is a lead to make a deal", so how can we provide high quality leads to inside sales and how efficiently The important point is to make it into a project. Information is managed and shared using Salesforce.
ーーIsn't there a KPI that assumes the final project? What challenges did you face in developing such marketing and sales activities?
Ms. Fujiwara: Since the covid-19 disaster, many exhibitions and seminars have switched to online, and we have also shifted to holding online. I think I was able to move online relatively smoothly. However, since the in-house event (first party event) is aimed at people who know our products and electronic signatures to some extent, it is difficult to approach those who do not yet recognize electronic signatures and docusigns at the event. I felt that.
At our own events, the themes we deal with will naturally become deeply specialized, such as "legal validity of electronic signatures" and "system linkage." On the other hand, events hosted by third parties such as the media have many basic themes such as "merits of using electronic signatures" that lead to demand stimulation, and we can approach customers who have never touched DocuSign before. It will be an opportunity. Electronic signatures are an area where demand is growing due to the covid-19 disaster, and I thought it was necessary to stimulate demand in the long run for those who could not be approached until now.
Ms. Fujiwara: Since the covid-19 disaster, many exhibitions and seminars have switched to online, and we have also shifted to holding online. I think I was able to move online relatively smoothly. However, since the in-house event (first party event) is aimed at people who know our products and electronic signatures to some extent, it is difficult to approach those who do not yet recognize electronic signatures and docusigns at the event. I felt that.
At our own events, the themes we deal with will naturally become deeply specialized, such as "legal validity of electronic signatures" and "system linkage." On the other hand, events hosted by third parties such as the media have many basic themes such as "merits of using electronic signatures" that lead to demand stimulation, and we can approach customers who have never touched DocuSign before. It will be an opportunity. Electronic signatures are an area where demand is growing due to the covid-19 disaster, and I thought it was necessary to stimulate demand in the long run for those who could not be approached until now.
● Exhibited at SaaS Expo due to widespread development of new customers and synergistic effects with competitors
――Why did you decide to exhibit at ITmedia SaaS Expo?
Ms. Fujiwara: First of all, new development. SaaS Expo has various zones such as sales / marketing field and finance accounting field in addition to the general affairs field dealing with electronic signatures, and there was an expectation that it could approach a wide range of people.
In addition, there were many companies on the stage, and it was a big point that many competitors and related companies participated. When many companies, not just a few, get together, people will be interested, so to be honest, I also wanted to get on with the approach of competitors (laughs).
--How did you evaluate your exhibit at ITmedia SaaS Expo compared to other third-party online events?
Ms. Fujiwara: With the image of replacing real events online as they are, I think we were able to smoothly transition from real to real. Also, for ITmedia Inc. events, it is only necessary to prepare the content in advance and deliver it by the day, so it was also attractive to be able to leave the rest if you create the content in your spare time.
Another thing, which is related to the previous story, was that the number of companies on the stage was very large.
DocuSign Japan participated in the ITmedia SaaS EXPO held in the summer of 2021.
It is evaluated that the transition from the real exhibition was smooth and that the business negotiations were highly successful.
It is evaluated that the transition from the real exhibition was smooth and that the business negotiations were highly successful.
● Use questionnaires to collect high-quality leads
ーーWhat kind of results have you achieved by exhibiting at SaaS Expo?
Ms. Fujiwara: Actually, I didn't expect much conversion rate at the third party event, but the conversion from MQL to SQL was better than expected. Specifically, the negotiation rate was as high as 8%. This is the number one achievement in the third party events that have been exhibited so far.
Originally, when exhibiting, I told you what department and how many positions you would like to take the lead. So, although there wasn't much of a gap in lead information, it was very big that we were able to acquire leads that would lead to business negotiations with a different group than the ones we could attract customers at our own events. I felt that the reliability of the ITmedia Inc..
ーーThe 8% negotiation rate is wonderful. What kind of measures have led to high results?
Ms. Fujiwara: We place great importance on whether the leads passed to inside sales contain BANT information. Therefore, when taking a questionnaire at an event, I am conscious of creating items that are easy to hear.
However, if there are too many questionnaire items, it will be a burden on the respondents. Therefore, it is essential to understand the needs that are easy for inside sales to call and spread. For example, items that are easy to enter by call and easy to obtain BANT information, such as "What is the problem with the operation of paper contracts?" Are indispensable.
In addition, when exhibiting, we prepared seven contents according to the stage of consideration (depth of needs). By doing this, I feel that by understanding which class of customers we are and by preparing trials, we have been able to acquire hot leads that are easy to make into projects.
Finally, there is another factor that is thought to have contributed to the high conversion of projects. I was able to call from a high quality lead. At SaaS Expo, the leads of those who watched our content were delivered first, and after a while, the leads of the participants of the entire event were delivered.
The first leads are those who are more interested in digital signatures and DocuSign, so I first approached this layer to follow in no time. After that, we nurtured the leads of all the participants in the event, so I think we were able to efficiently create a project.
● Aiming to promote various use cases of electronic signatures
ーーWhat do you expect from ITmedia's events in the future, and what would you like to see improved?
Ms. Fujiwara: I hope that the delivery timing of leads will be a little earlier. Some of the other companies' events allow you to download leads as soon as the event is over, and we want to send a thank-you email at least the next day when we're hot, so it would be great if delivery could be speeded up. Hey.
ーーWe will continue to make improvements to meet those expectations, including systems and systems. Finally, please tell us about your future prospects.
Ms. Fujiwara:The market for electronic signatures and electronic contracts is very active now. However, I think that many people think of electronic contracts as "digitization of contract work", but the technology is not only for contract work, but also for internal approval processes, application forms and application forms. It can be applied to various scenes.
We at DocuSign would like to expand such use cases and contribute to digitalization by promoting that it is useful beyond contracts and that it promotes digital transformation of companies.
* The information provided is as of February 2022.
■ About DocuSign Japan
DocuSign provides a platform "DocuSign Agreement Cloud" that realizes agreements and contracts on the cloud, and automates the agreement, contract, and approval process of companies and organizations. DocuSign's digital signature is the most used digital signature in the world, introduced by more than 1 million companies in more than 180 countries and used by more than hundreds of millions of people.
■ About ITmedia SaaS Expo
"ITmedia SaaS EXPO" is an online exhibition sponsored by ITmedia Business Online. Held in July 2021, we will focus on the seven categories of "business planning," "general affairs," "personnel," "sales and marketing," "financial accounting," and "telework," which are major players in the transformation of companies and businesses in the DX era. , Provides comprehensive information from problem awareness to solution selection. Over 2,000 people visited the venue.
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