This tactic earned them a 260% conversion lift on these pages. HERE'S WHAT STARTUPS SEEĭocSend continued by adding an enterprise segment, and personalizing the ‘social proof’ section to include logos of enterprise customers. When VCs visited, they saw a similar treatment for their specific use case. For example, when a startup visited the DocSend home page, the headline specifically called out startups, and the sub-header touted the benefits of using DocSend to send pitch decks to investors. They then customized the copy and value props for those core segments. That makes personalization of the DocSend experience on the company’s website––and inside the DocSend application––a key part of the company’s marketing strategy.DocSend first started by focusing on two of their core customer segments––startups and VCs. IDENTIFYING THE CORE INGREDIENTSĭocSend is a horizontal SaaS product that serves many diverse use cases and personas. The strategy included several layered iterations, meaning DocSend tried a tactic, saw the results and then layered in a new tactic to keep increasing the lift in conversion. will play a role, certain recipes rise to the top.ĭocSend’s strategic recipe for achieving its fantastic results was led by Jenny Miller, on DocSend’s Growth team. While the particulars of your business like your industry, ICP, number of target accounts, etc. On every personalization journey, naturally questions come up around what to do and in what order to create consistent results. ![]() DocSend consistently invests in deep understanding of their customers' needs, and consequently is able to quickly iterate and deliver value across personas and verticals. ![]() Their target market has drastically different use cases and buyer personas, from entrepreneurs to sales reps to finance professionals. Docsend provides real-time sharing, secure access and engagement tracking for business critical documents.
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