1 © 2017 Integrate, Inc. | www.integrate.com

How Five9 Boosted Prospect Data Quality 23%Customer Story: Five9

EXECUTIVE SUMMARY

About Five9: The leading provider of cloud contact center software, Five9 is driven by a passion to transform contact centers into customer engagement centers of excellence. Five9 provides solutions for outbound telemarketing campaigns, predictive dialing, call distribution, interactive voice responses, and intelligent routing, ensuring centers are more efficient, agents are more productive, and managers have greater visibility.

About Five9 Marketing: Always keeping the customer experience top of mind, Five9’s marketing leadership focuses on getting the right message to the right people at the right time to cultivate stronger customer relationships than their competitors. The team achieves this through an innovative mix of persona segmentation, content development and an advanced marketing technology stack used to obtain actionable data, deliver relevant messages and optimize results that impact the organization.

Marketing Challenges:•• Improving the quality of prospect data to increase the volume and value of pipeline opportunities

•• Automating demand generation processes to better focus on strategic goals that create more marketing-attributed business value

Key Results:•• 23.3% increase in prospect data quality

•• 18.3% decrease in effective cost per lead (eCPL) from third-party content syndication programs

•• 8 hours of manual lead processing tasks eliminated every week

•• Increased lead velocity between prospect capture and nurturing (former two-day process replaced by real-time delivery), improving customer experience and funnel conversion rates 18%

Decrease of

IN EFFECTIVE CPL

23%Increase of

IN PROSPECT DATA QUALITY

Our primary emphasis is on providing a great customer

experience, and in the demand marketing machine we’re building,

filling the pipeline with quality prospect data is the first step

toward building these customer relationships. That’s where

Integrate fits in.Doug Sechrist

Vice President, Demand Marketing, Five9

“Marketing ops was manually handling each lead by each vendor. Some pubs were integrated, but that was still numerous integrations with Marketo and Salesforce. We were reliant on their (publisher) sophistication, which varies widely. Using tech to eliminate these issues has substantially reduced the amount of pressure placed on an already overwhelmed marketing ops team.”

Letitia Rodley SENIOR DIRECTOR, DEMAND MARKETING, FIVE9

2 © 2017 Integrate, Inc. | www.integrate.com

UNDERSTANDING THE PATH TO GREATER EFFICIENCY & PIPELINE VALUE

Letitia Rodley, Five9’s Senior Director of Demand Marketing and Sirius Decisions ROI Award Winner, came to Five9 in 2014 to join an innovative marketing organization led by Doug Sechrist, VP of Demand Marketing, who had previously built a reputation in the marketing world as a forward-thinking, metrics-driven VP at Eloqua.

Building a team focused on data and accountability, Five9 Demand Marketing was able to identify opportunities for improvement and plan strategies for procedural and technological initiatives that would generate even greater value to the business. A primary area they targeted for improvement was top-funnel prospect acquisition efforts.

3 © 2017 Integrate, Inc. | www.integrate.com

A top priority for Five9’s Demand Marketing division is ensuring a steady flow of prospects into the pipeline. It must maintain a broad reach to continuously load the customer acquisition funnel while also ensuring those prospects convert as efficiently as possible. This is a difficult, metrics-driven balancing act, dependent on the ability to obtain, analyze and act on data quickly and accurately. Such a sophisticated process requires the right mix of marketing technologies to synchronize and communicate effectively. Gaps or bottlenecks in the flow of data between systems or departments undermines Five9’s ability to deliver targeted, timely messages to their prospects and customers. The consequences can be critical: fewer quality prospects, diminished conversion rates through the nurturing stages, negative return on technology investments and, most importantly, a damaged customer experience.

Letitia and Doug identified several deficiencies regarding ways their Demand Marketing team acquired prospect data, issues that decreased the effectiveness of lower funnel operations and technology investments.

First, working with 15-20 different media vendors at any one time required the team to customize numerous campaigns for and communicate with each vendor on a one-to-one basis. Not only was this time consuming, it complicated segmentation efforts, making it difficult to monitor leads for campaign-specific inaccuracies. Consequently, this negatively impacted the quality of data injected into the pipeline.

Moreover, the disjointed nature of vendor management meant it was nearly impossible to properly analyze the effectiveness of various campaign tactics (selected creative assets, media vendors, demographic targeting, required fields, etc.). This, in turn, made it incredibly difficult to identify which tactics needed to be tweaked to optimize programs for maximum ROI.

Secondly, each media vendor used a unique lead delivery method. Batch emails required Five9’s team to manually gather, scrub and standardize leads before importation into Marketo nurturing tracks – another time-consuming process. Moreover, manual lead processing across numerous campaigns and vendors increased the likelihood of human error allowing inaccurate, incomplete or incorrectly formatted prospect data into the pipeline, which would then reduce conversion rates and skew analytics used for program optimizations.

We had multiple vendors who were managed by one person.

It was a very onerous task just to track and measure and

determine effectiveness of each vendor. And we had to do that

on a one-off basis. Then we were trying to compare it as apples to apples, and then disparate

contracting, reporting, content and lead delivery…

it was just a pain.

Letitia RodleySenior Director, Demand Marketing,

Five9

4 © 2017 Integrate, Inc. | www.integrate.com

Lastly, some vendors automated lead delivery via APIs, which presented a completely different challenge: the team was unable to verify the accuracy, completeness or formatting of leads being delivered before they were injected into Marketo, which wasted data usage and potentially allowed prospects to enter the wrong nurture tracks. Standardizing and automating the lead delivery and governance process across all vendors would create further efficiencies while ensuring the quality of data injected into the marketing automation system.

“Marketing ops was manually handling each lead by each vendor. Some pubs were integrated, but that was still numerous integrations with Marketo and Salesforce. We were reliant on their (publisher) sophistication, which varies widely. Using tech to eliminate these issues has substantially reduced the amount of pressure placed on an already overwhelmed marketing ops team.” –Letitia Rodley, Senior Director, Demand Marketing, Five9

Five9’s Marketing + Sales Systems

Five9’s Demand Gen Challenges

Marketing Tasks/Processes Lead Vendors

Primary Roadblock

Legend:

Manual Lead Delivery/

Standardization

Lack of Lead Validation + Governance

SAO Reporting/ Program

Optimization

Webinar Vendors

Content Syndication

Vendors

Vendors with API Delivery

Program Setup:IOs + Assets Sent to Each

Vendor Individually

“Integrate has reduced time necessary to perform marketing ops duties by eight hours per week – just by not having to manually process data, not having to work with each vendor individually, not having to manually upload leads into Marketo and Salesforce, etc. That’s an entire day.”

Letitia Rodley SENIOR DIRECTOR, DEMAND MARKETING, FIVE9

5 © 2017 Integrate, Inc. | www.integrate.com

AUTOMATING LEAD GEN PROCESSES TO CREATE EFFICIENCY & GENERATE GREATER PIPELINE VALUE

Efficiency, Insights and VelocitySince adopting Integrate, Five9 has effectively standardized and automated the media vendor management and lead delivery process. Campaign parameters and lead delivery settings are preset so there’s no longer numerous one-off emails or phones calls with media vendors, which saves time and helps prevent miscommunication and mistakes. It also provides the apples-to-apples comparison of vendor performance and campaign tactics, providing Five9’s team the insights it requires to better optimize its content syndication campaigns.

Enabling all Five9 media vendors to inject prospect data directly into Marketo using one API is both a huge timer saver – alone giving marketing ops back eight hours per week – and velocity booster. The extra time enables the team to focus on more strategic initiatives such as further optimizing conversions down the funnel, customer retention and creating advocates. And the increased velocity ensures that prospects are added to nurture tracks while warm, leading to greater pipeline opportunities, better prospect experience, and ultimately, more customers.

Data QualityAs mentioned above, some vendors already had the ability to directly inject prospect data into Five9’s marketing automation system. Such individual vendor capabilities, however, came with problems. Five9 was required to set up and maintain customized APIs for each vendor. Further, despite increasing velocity and cutting down manual tasks, if such automated importation isn’t used in tandem with a data governance solution, it can unintendedly bypass the extremely important lead governance process.

Five9 demand marketing puts a premium on data quality and understands the importance of confirming the data imported into its Marketo account is clean, complete and accurate. An important factor in adopting Integrate was the

software’s data governing capabilities, which automatically block leads containing invalid email/physical addresses, incorrect formatting, missing fields, duplicate data, or any unaccepted values. It guarantees that Five9 gets what it pays for without any manual examination.

“Our executive team places high expectations on marketing to deliver a compelling customer experience and predictable pipeline of business. Integrate has added another important piece to our marketing technology stack that has improved our demand marketing processes to help us meet or exceed our goals.” –Doug Sechrist, Vice President, Demand Marketing, Five9

6 © 2017 Integrate, Inc. | www.integrate.com

If you think of some of these integrations, we probably work with 15-20 different content marketing vendors – all with unique integrations or delivery methods. Some were simple and some were horrible, but they were all different.

And then you have to look how data got into the system and how you manipulate fields. The value proposition for

that alone with Integrate is phenomenal.

Doug SechristVice President, Demand MarketingFive9

Consolidated Vendor Management/ Asset Library

Solved Roadblock Consolidated Lead Vendors Integrate Software

Data Validation + Standardization

Automated Lead Delivery

Automated Measurement/

Analytics

Legend:

Integrate SoftwareFive9’s Marketing +

Sales Systems

Integrate’s Solutions for Five9

Webinar Vendors

Content Syndication

Vendors

“Whether it’s tracking lead types, filters, guarantees, assets, or custom questions, each vendor both offers and requires something unique - making each and every campaign different from the next. The growing complexity coupled with the need for analysis, and ultimate efficiency made the ongoing management of these vendors increasingly difficult. With Integrate, I am able to easily configure, monitor and analyze each aspect of every campaign, while holding my respective vendors accountable for the product they are delivering. I can now spend more time as a marketer and less time as an operations administrator, ultimately making more informed decisions.”

Sarah Rolfing DEMAND MARKETING SPECIALIST, FIVE9

7 © 2017 Integrate, Inc. | www.integrate.com

Since adopting Integrate software, Five9 has increased prospect data quality by 23.3% before it even reaches the demand marketing team, which can now be confident that vendors aren’t unintentionally importing inaccurate or incomplete data into Five9’s Marketo account. This increase in data quality ensures better prospect engagement through nurture tracks, higher conversion rates, and improved customer experience. Moreover, Five9 has benefitted from an 18.3% reduction in effective cost per lead, which means its pumping greater lead volume into a more efficient pipeline.

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For more information, contact us at: 866-478-0326 | requests@integrate.com

Integrate is a marketing technology provider of Demand Orchestration Software, enabling marketers to automate top-of-funnel demand marketing efforts. The software works with marketing automation and CRM systems, as well as ABM and predictive software, to build holistic, predictable demand marketing engines. The end results are more efficient marketing organizations; cleaner, faster prospect data; and scalable contributions to pipeline and revenue. Visit www.integrate.com or follow @integrate to learn why innovative companies like Dell, Rackspace, Salesforce and Inttact choose Integrate.