8 Use Cases for the Intelligent,

Ideal Customer Profile . How Five9 Uses Leadspace to Target the Right Audience,

Generate Better Leads and Drive More Revenue

DOUG SECHRIST

@dougsechrist

VP, Demand Marketing @ Five9

Modern Marketer 15+ Year B2B, Saas Demand Gen experience Sirius Decision ROI Award-Winner Two-time Eloqua Markie Winner

Contact Center

HCM

Operations

Marketing

Financials

CRM

Talent Mgmt

Disrupting $15B Market Replacing on-premise solutions (Avaya, Genesys) High growth, esp. in ENT

FIVE9 DEMAND TEAM

OUR DEMAND ENVIRONMENT SMB ENTERPRISE

•  100% of Revenue derived from Marketing

•  Primary Marketing Channels = SEM, SEO, Web/Inbound, Referrals

•  Highly transactional, short sales cycle, single buyer

•  Steady Growth

•  70% of Revenue derived from Marketing, 30% sales

•  Primary Channels = Events, Field/Account-based programs, Nurture, Outbound, Web/Inbound

•  Longer sales cycle, multiple touch, multiple personas

•  Hyper growth

What Do I Think About Every Morning?

(2 Things)

Volume Conversion

Return Sales Contribution

Pipeline

Reach

1 The KPIs that

Drive my Business:

2 The Machine that

Makes my Business Run

Data Process

People

Automation

Alignment

SO, WHERE DOES FIT IN?

•  Building the Ideal Customer Profile •  8 Killer Use Cases

Inbound Leads

Lead Scoring

Outbound Programs

Lead Development

Nurture Sales Prospecting

Target Accounts

Killer Use Case

Creating the Ideal Customer Profile

•  EHarmony for Leads and Accounts (objective and subjective attributes)

•  Build Multiple ICPs based on GTM

•  Adaptive, always learning (for refining ICP over time)

•  Persona data aggregated from multiple sources (social, web, contact dbs, etc.)

Inbound Leads Lead Scoring Outbound Programs

•  Enriched profile data for the account and lead

•  Intelligent Alerts

•  Simple web hook to MKTO (real-time, immediate)

Inbound Leads

•  Account & Persona Score based on ICP

•  Integrated to our Demographic Score

•  Use for Prioritization

Lead Scoring

QU

ALI

FIC

ATIO

N R

AN

KIN

G

INTEREST RANKING

Suspect

Suspect

Suspect

Suspect

Prospect

Prospect

Suspect

Prospect

TQL

HIG

H

(60-

100+

) M

ED

IUM

(3

1-59

) LO

W

(0-3

0)

LOW (0-30)

HIGH (60-100+)

MEDIUM (31-59)

•  Finite Segmentation (Account and Personas)

•  Attributes that we can’t get elsewhere

•  No More Lists!

Outbound Programs

Lead Development

Lead Nurturing

•  Inbound Leads – circling the account

•  Force Multiplier

•  No Lead Left Behind

Lead Development

•  Competitive Takeaways; Complimentary Technologies

•  Re-Engagement

•  Use Case (By ICP)

Lead Nurturing

Sales Prospecting

Target Accounts

•  Does Sales Really Prospect?

•  Usage Reports

•  Accountability

•  Adaptive – Always Learning (Pandora)

Sales Prospecting

•  ID’d by science vs. subjectivity •  Account scoring based on chosen ICP •  Fuels segmentation for regional/account-based

programs

Target Accounts

RESULTS To DATE

1120% Q/Q increase in pipeline development

from ONE target account program

Outbound Programs

21 New Opportunities Sourced from Nurture Programs in the past

quarter Nurture

Anecdotally, LDRs are uncovering opps from non-responsive leads

when “circling the account” using Leadspace

Lead Development

133% increase in Sales-sourced opportunities Q/Q; Usage up

significantly since sharing usage reports with sales mgmt. Sales

Prospecting

•  Big Opportunity

•  30k Daily Web Visitors •  Major Source of SMB/ENT Demand

•  The Facts •  67% of the Buyer’s Journey is now done digitally

(Source: Sirius Decisions) •  Buyers are 57% of the way through their buying process before

engaging a supplier sales rep (Source: Corporate Executive Board)

•  Our Challenge •  Conversion •  Form Abandon/Lost Visitor = Lost Revenue

WHAT’S NEXT WITH ?

Buyer

Five9.com

ICP?

Reverse IP & Unconverted

Visitor

Identified Prospects MKTO API in real time Outreach to Buyer in Minutes

“The only way to consistently grow in B2B is to be better

than very good.” Seth Godin marketer

 

@dougsechrist @leadspace

linkedin.com/in/dougsechrist

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