eSign moves upmarket and generates £14.5M+ in qualified pipeline

‍The Challenge: Move upmarket in a category dominated by global giants

eSign is an established UK digital signature provider, with +14 years of product maturity and a strong footprint across healthcare, education, financial services, and government.

The team was already trusted by some of the UK’s most recognizable organizations, such as the NHS.

But as eSign looked to increase deal size, they faced a familiar problem: competing against globally dominant category leaders with far louder brand presence.

On paper, eSign’s advantages for enterprise buyers are obvious.

Unlike global providers, their solution is built specifically for deep UK and EU compliance. Their pricing is also significantly more competitive for larger deployments. 

But over the years, eSign’s messaging had become too broad.

This meant acquisition efforts attracted everyone including sole proprietors and small businesses.

As a result, enterprise buyers didn’t immediately see eSign as a clear, top-tier alternative to global incumbents.

To support their growth ambitions, eSign needed to:

• Reposition for enterprise and regulated organizations
• Clearly articulate why it is  the safer, more defensible choice versus category giants
• Refocus acquisition around buyers who value trust, compliance, and legal certainty over brand familiarity
• Transition from founder-led sales and build internal sales capabilities to effectively close larger enterprise deals

‍

The Data-Driven Process

Full Funnel Audit

We began by auditing the channels that were already in motion.

This included a detailed review of current paid acquisition performance and execution by eSign’s previous agency, as the main channel they were investing in at the time.

We also set up robust website analytics to establish a baseline for traffic quality, buyer behaviour, and conversion paths.

This gave us visibility into where pipeline was being generated and gaps to close.

We quickly realised eSign wasn’t effectively reaching their ideal enterprise buyers. 

And when they were? There was no clear value proposition to help them stand out against other eSignature solutions on the market. 

‍

ICP Research Interviews and Messaging

We worked with the eSign team to identify segments where the product already had the strongest track record: healthcare, financial services, government, education, legal, and real estate. 

For each ICP, we mapped solution awareness, pain points, desired outcomes, buying committees, evaluation criteria, and preferred channels.

We then translated our research into a structured messaging architecture for each ICP, creating a consistent source of truth.

​​

‍Performance Marketing Optimization

With clear ICPs and messaging established, we restructured eSign's paid acquisition strategy. 

We significantly reduced the bloated ad budget and cut underperforming campaigns targeting overly broad audiences. 

Instead, we launched targeted campaigns focused on eSign’s key ICPs, competitor keywords, and critical integrations enterprise buyers needed.

‍

Website Conversion Optimization

We completely rewrote eSign's key landing pages and homepage to reflect the refined messaging. 

‍

‍

We clearly addressed the specific pain points and compliance requirements of eSign’s ICP, immediately signaling eSign as the choice for organizations that prioritize UK data residency, legal compliance, and security over brand recognition.

The difference was immediately noticeable. 

One prospect from a mid-market enterprise commented on how “useful and informative” the website was in a discovery call, just days after the new homepage went live. 

‍

SEO and AI Search

Our funnel audit showed that organic search was a critical channel for eSign to capture enterprise demand.

However, with AI Overviews and the rapid shift toward AI-driven search, it was clear eSign’s existing approach wasn’t designed to win in this new landscape.

We conducted a comprehensive SEO and AI search audit, then partnered with eSign’s marketing team to build a focused six-month content roadmap with clearly defined KPIs and ROI metrics.

This allowed us to prioritise the content most likely to increase domain authority, surface in AI-generated results, and capture high-intent, compliance-driven enterprise search traffic.

‍

Sales Enablement

To increase close rate and deal size, and reduce the length of eSign’s sales cycle, we:

• Provided 1:1 enablement coaching with our enablement expert, Candace Taber (win/loss analysis, live coaching)
• Developed frameworks for the sales team to navigate larger enterprise buyer committees and improve operations (hire new members and evaluate skills and competencies)
• Crafted comprehensive enablement materials (playbooks, objection handling frameworks, battlecards) to effectively communicate eSign's unique value proposition

‍

The ROI: £14.5M in qualified pipeline

In our first year working together, eSign generated £14.5M in new, qualified pipeline in H2 and saw a 33% increase in revenue from new closed deals.

Most importantly, the quality of leads has improved significantly. The sales team is now seeing 6 and 7-figure deals and higher close rates, helping them hit their revenue quota month-on-month. 

We continue to work closely with eSign on go-to-market strategy and sales enablement, acting as an extension of their team to support ongoing execution and growth.