Case Study: DocuSign achieves 22% sales-pipeline growth and boosts customer engagement with Demandbase

Docusign Drives Customer Engagement and Increases Sales Pipeline by 22%

DocuSign, the market leader in eSignature transaction management, faced a common B2B challenge: enterprise buyers were visiting its site but bouncing before seeing the most relevant content. The company needed to attract the right accounts, raise click-through rates to high-value gated content, and increase form conversion rates without losing important prospect information.

DocuSign implemented Demandbase Account‑Based Advertising, Website Personalization, Forms and Web Analytics to target 450+ enterprise accounts, deliver industry-specific homepages for six verticals, shorten trial forms while capturing company data in the background, and measure anonymous account traffic. The program drove over 1M impressions, reached 59% of target accounts, and generated 13 average page views per company—resulting in a 22% increase in sales pipeline, 300% more page views, a tripled click-through rate, +8 minutes average time on site, and a bounce rate drop from 35.3% to 13.5%.

DocuSign