how five9 doubled their lead volume & added $8.6m annually using leadspace

@demandgendaveCopyright © 2014 | DemandGen® International, Inc.

“How Five9 Doubled Their Lead Volume & Added $8.6M Annually Using Leadspace”

Host:David LewisCEO & FounderDemandGen

Guest:Doug BewsherCEOLeadspace

Guest:Doug SechristVP, Demand MarketingFive9


Using Leadspace @FIVE9

Inbound Leads

Lead Scoring

Outbound Programs

LeadDevelopment Nurture

SalesProspecting

Target Accounts

• Building the Ideal Customer Profile• 7 Killer Use Cases

1 2 3 4 5 6 7


Building Our Ideal Customer Profile

• Built Multiple ICPs based on GTM

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

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


TOP of the FUNNEL

Inbound Leads Lead Scoring Outbound Programs

1 2 3


• Enriched profile data for the account and lead

Inbound Leads1


• Enriched profile data for the account and lead

• Intelligent Alerts

Inbound Leads1


We leverage the Leadspace Webhook to create our Master Enrichment Campaign


The data append program enriches all new leads with the Leadspace data


Standardized data values are set based on the Leadspace append data when explicit

lead data is missing from a record


• Account & Persona Score based on ICP

Lead Scoring2



• Integrated to our Demographic Score

Lead Scoring

QU

ALIF

ICAT

ION

RAN

KIN

G

INTEREST RANKING

Suspect

Suspect

Suspect

Suspect

Prospect

Prospect

Suspect

Prospect

TQL

HIG

H (6

0-10

0+)

MED

IUM

(31-

59)

LOW

(0-3

0)

LOW(0-30)

HIGH (60-100+)

MEDIUM(31-59)

2



• Integrated to our Demographic Score

• Use for Prioritization

Lead Scoring2


Data provided by Leadspace is also used for lead scoring and qualification


• Finite Segmentation (Account and Personas)

• Attributes that we can’t get elsewhere

• No More Lists!

Outbound Programs3


MIDDLE of the FUNNEL

Lead Development Lead Nurturing

4 5


• Inbound Leads – circling the account

• Force Multiplier

• No Lead Left Behind

Lead Development4


• Inbound Leads– circling the account

• Force Multiplier

• No Lead Left Behind

Lead Development4


• Competitive Takeaways; Complimentary Technologies

• Re-Engagement

• Use Case (By ICP)

Lead Nurturing5


Sales Pipeline:The Other 30%

Sales Prospecting Target Accounts

6 7


• Does Sales Really Prospect?

• Usage Reports

• Accountability

• Adaptive – Always Learning (Pandora)

Sales Prospecting6


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

Target Accounts7


RESULTS To DATE

1120% Q/Q increase in pipeline development

from ONE target account program ($9.6M)

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


Socially Powered Demand Gen Platform


Use the power of predictive analytics and the social web to:

• Understand your Ideal Customer Profile

• Enrich and score prospects with best in class data in Real Time

• Search and Find net new “look-a-likes” that fit your Ideal Customer Profile

Leadspace B2B Demand Gen Platform


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Pro

spec

ting

Cont

ent

Synd

icati

on

Even

ts

Exis

ting

DB

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mpa

igns

Inbo

und

Lead

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Unified Discovery & Analytics Platform

Mar

ketin

g Au

tom

ation

SFA

CMS

Adve

rtisi

ng

The Open &Social Web

Leadspace Demand Gen Platform(Discovery, Enrichment,

“Predictive” Analytics, Integration)


SALES

CUSTOMER ENRICHMENT & ANALYTICS

One Analytics Platform for Marketing & SDRs

INTEGRATIONS:

MARKETING


Leadspace 70+ Customers Today


Week 1: Customer Input

Results in 3 Weeks

Week 2: Modeling/Analytics

Week 3: Feedback/Iteration

1. Profile Input Form2. “Closed Won” Contact3. Leads with conversion data

1. Feature enrichment2. Semantic modeling3. Conversion analytics

1. Profile review2. Thumbs up/down3. Campaign analytics


David LewisCEO & [email protected]

Doug [email protected]

Doug SechristVP, Demand [email protected]


Q&A

how five9 doubled their lead volume & added $8.6m annually using leadspace

Marketing

demandgen international

account personascore

lead volume

subjectivity account

based onthe leadspace

account force multiplier

class data

explicitlead data