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Vice President, Product Marketing, DocuSign
Consumer mobile apps such as Uber or Airbnb set a high bar for customer experience, but that doesn’t mean business-to-business (B2B) mobile apps can’t be equally user-friendly. For document signing company DocuSign, the most effective approach to B2B mobile marketing has been to create a product that is specifically built to work on mobile. Miles Kelly, vice president of product marketing at DocuSign, spoke with eMarketer’s Maria Minsker about why mobile functionality is a priority for the company.
eMarketer: What role does mobile play for DocuSign customers?
Miles Kelly: We carefully consider how our customers use our products on mobile devices. Over a third of all signatures now take place on mobile devices, and that’s still growing. From a buyer’s journey perspective, search engine marketing is critical to the DocuSign business. The web is an essential part of how our buyers make decisions—a significant portion of our revenue comes from selling online, which is why we’re honing in on search marketing.
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