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Gain insight into how Five9 implemented Leadspace to double their lead volume.
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@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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
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.)
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
TOP of the FUNNEL
Inbound Leads Lead Scoring Outbound Programs
1 2 3
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Enriched profile data for the account and lead
Inbound Leads1
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Enriched profile data for the account and lead
• Intelligent Alerts
Inbound Leads1
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
We leverage the Leadspace Webhook to create our Master Enrichment Campaign
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
The data append program enriches all new leads with the Leadspace data
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Standardized data values are set based on the Leadspace append data when explicit
lead data is missing from a record
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Account & Persona Score based on ICP
Lead Scoring2
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Account & Persona Score based on ICP
• 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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Account & Persona Score based on ICP
• Integrated to our Demographic Score
• Use for Prioritization
Lead Scoring2
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Data provided by Leadspace is also used for lead scoring and qualification
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Finite Segmentation (Account and Personas)
• Attributes that we can’t get elsewhere
• No More Lists!
Outbound Programs3
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Finite Segmentation (Account and Personas)
• Attributes that we can’t get elsewhere
• No More Lists!
Outbound Programs3
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
MIDDLE of the FUNNEL
Lead Development Lead Nurturing
4 5
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Inbound Leads – circling the account
• Force Multiplier
• No Lead Left Behind
Lead Development4
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Inbound Leads– circling the account
• Force Multiplier
• No Lead Left Behind
Lead Development4
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Competitive Takeaways; Complimentary Technologies
• Re-Engagement
• Use Case (By ICP)
Lead Nurturing5
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Sales Pipeline:The Other 30%
Sales Prospecting Target Accounts
6 7
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Does Sales Really Prospect?
• Usage Reports
• Accountability
• Adaptive – Always Learning (Pandora)
Sales Prospecting6
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Does Sales Really Prospect?
• Usage Reports
• Accountability
• Adaptive – Always Learning (Pandora)
Sales Prospecting6
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Does Sales Really Prospect?
• Usage Reports
• Accountability
• Adaptive – Always Learning (Pandora)
Sales Prospecting6
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• Does Sales Really Prospect?
• Usage Reports
• Accountability
• Adaptive – Always Learning (Pandora)
Sales Prospecting6
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
• ID’d by science vs. subjectivity• Account scoring based on chosen ICP• Fuels segmentation for regional/account-based programs
Target Accounts7
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Socially Powered Demand Gen Platform
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
List
s
Pro
spec
ting
Cont
ent
Synd
icati
on
Even
ts
Exis
ting
DB
/ Ca
mpa
igns
Inbo
und
Lead
s
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)
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
SALES
CUSTOMER ENRICHMENT & ANALYTICS
One Analytics Platform for Marketing & SDRs
INTEGRATIONS:
MARKETING
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Leadspace 70+ Customers Today
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
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
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
David LewisCEO & [email protected]
Doug [email protected]
Doug SechristVP, Demand [email protected]
@demandgendaveCopyright © 2014 | DemandGen® International, Inc.
Q&A