Doug Sechrist discusses how Five9 uses Leadspace to build ideal customer profiles (ICPs) that help target the right audience and drive more revenue. He outlines 8 key use cases for ICPs: (1) enriching inbound lead and account profiles, (2) intelligent lead scoring, (3) finite segmentation for outbound programs, (4) lead development by "circling" accounts, (5) lead nurturing, (6) sales prospecting accountability, (7) account targeting for regional programs, and (8) identifying prospects from website visitors in real-time. Initial results include a 1120% increase in pipeline development from one targeted account program.

1. 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

2. 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

3. Contact Center
HCM
Operations
Marketing
Financials
CRM
Talent Mgmt
Disrupting $15B Market
Replacing on-premise
solutions (Avaya, Genesys)
High growth, esp. in ENT

4. FIVE9 DEMAND TEAM

5. 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

6. What Do I Think About Every Morning?

7. (2 Things)

8. Volume
Conversion
Return
Sales Contribution
Pipeline
Reach
1
The KPIs that
Drive my Business:

9. 2
The Machine that
Makes my
Business Run
Data
Process
People
Automation
Alignment

10. 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

11. 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.)

12. Inbound Leads Lead Scoring Outbound Programs

13. • Enriched profile
data for the
account and lead
• Intelligent Alerts
• Simple web hook
to MKTO (real-
time, immediate)
Inbound Leads

14. • Account & Persona
Score based on ICP
• Integrated to our
Demographic Score
• Use for Prioritization
Lead Scoring
QUALIFICATIONRANKING
INTEREST RANKING
Suspect
Suspect
Suspect
Suspect
Prospect
Prospect
Suspect
Prospect
TQL
HIGH
(60-100+)
MEDIUM
(31-59)
LOW
(0-30)
LOW
(0-30)
HIGH
(60-100+)
MEDIUM
(31-59)

15. • Finite Segmentation
(Account and Personas)
• Attributes that we
can’t get elsewhere
• No More Lists!
Outbound Programs

16. Lead Development
Lead Nurturing

17. • Inbound Leads –
circling the account
• Force Multiplier
• No Lead Left
Behind
Lead Development

18. • Competitive
Takeaways;
Complimentary
Technologies
• Re-Engagement
• Use Case (By ICP)
Lead Nurturing

19. Sales Prospecting
Target Accounts

20. • Does Sales
Really Prospect?
• Usage Reports
• Accountability
• Adaptive –
Always Learning
(Pandora)
Sales Prospecting

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

22. RESULTS To DATE
1120% Q/Q increase in
pipeline development
from ONE target account
programOutbound
Programs
21 New Opportunities
Sourced from Nurture
Programs in the past
quarterNurture
Anecdotally, LDRs are uncovering
opps from non-responsive leads
when “circling the account” using
LeadspaceLead
Development
133% increase in Sales-sourced
opportunities Q/Q; Usage up
significantly since sharing usage
reports with sales mgmt.Sales
Prospecting

23. • 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 ?

24. Buyer
Five9.com
ICP?
Reverse IP &
Unconverted
Visitor
Identified Prospects MKTO API in real time
Outreach to Buyer in Minutes

25. “The only way to
consistently grow in
B2B is to be better
than very good.” Seth Godin
marketer

26.
@dougsechrist
@leadspace
linkedin.com/in/dougsechrist
26