In 2015, DocuSign owned most of the eSignature space. The API economy, however, threatened their position. By integrating a company’s API into their product, developers connect that company to new audiences not accessible via traditional marketing approaches. New competitors to DocuSign were capitalizing on this trend, scooping up market share as they went.
When Brad Brooks joined DocuSign as Chief Marketing Officer, he quickly recognized this threat. “We’ve all seen how APIs and developers have transformed entire industries,” said Brooks. DocuSign had an API, but only opened it up to high-volume enterprise customers. It had to adapt or it would suffer at the hands of companies that offered developers an accessible and easy-to-integrate solution.
To protect and grow DocuSign’s bottom line, Brooks reached out to Intentional Futures. “I hired iF because developers were a very different kind of customer, and DocuSign needed to reimagine itself from an outside-in perspective to really do the job right.”
Over the course of this project, we uncovered what it takes to be a developer-first company and serve developers in ways that work for them. Since then, DocuSign overhauled their developer engagement program, redesigned their website to better serve developers, and saw the number of DocuSign API integrations increase dramatically.