8 use cases for the intelligent, ideal customer profile
DESCRIPTION
How Five9 Uses Leadspace to Target the Right Audience, Generate Better Leads and Drive More RevenueTRANSCRIPT
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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