DocuSign bought LinkedIn's little-known sponsored InMail in bulk to target by geographic area, company size and job title for a six-month lead-generation campaign, according to this MarketingSherpa case study. The company used third-party comments to attract attention, and trusted a format that had been untested over so long a period. Open rates and click-thrus were satisfying, according to the company, and DocuSign Sales Guru involvement rose from 550 participants to more than 800.

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