MarketingSherpa team has posted a video recording of the ‘B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities’ webinar.

Daniel Burstein says, “In this MarketingSherpa webinar, we featured marketers who think outside of the inbox. Daniel Burstein, Director of Editorial Content, MECLABS, sat down with Meagen Eisenberg, Vice President of Demand Generation, DocuSign, and discussed a campaign where B2B social media marketing merged into the email marketing channel.

Eisenberg set out to use LinkedIn sponsored InMails as a very targeted approach for Docusign. Seeing it as an opportunity to develop a campaign without even having a premium account on LinkedIn, Eisenberg and her team sent out one InMail message every 60 days to recipients.

The goal was to drive registrants for a DocuSign roundtable webinar to a landing page for email capture and lead nurturing.

Targeted messaging through LinkedIn proved to be a strategy that cut through the noise of an email inbox. Also, LinkedIn made it possible to for Eisenberg to target respondents by geographic area, company size and job title.

“The ability to segment and get to the audience you want is impressive with LinkedIn,” Eisenberg explained.

Watch this webinar replay to learn more about Eisenberg’s efforts, including:

    • The content of DosuSign’s sponsored InMails
    • How the team blocked out competitors from respondents’ LinkedIn inboxes
    • A quick look at a DocuSign Twitter promotion
    • The result of Eisenberg’s efforts, including the creation of three pipeline opportunities, and more than 350 registrants”.

‘B2B Social Media Marketing: DocuSign’s targeted LinkedIn InMail strategy creates 3 large pipeline opportunities’ Webinar Replay

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