Show me your stack - Five9, Lattice Engines
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Find out what's in Five9's marketing tech stack in Lattice's Secret Sauce Series: Show Me Your Stack. In recent years, B2B marketers have been confronted with a barrage of new technologies and systems aimed at making them more productive, efficient and successful. But which technology investments are worth making and what do you need to know before adding new systems to your technology stack? Show Me Your Stack is an ongoing webinar series featuring a roster of forward-thinking B2B marketers that provides a glimpse into the marketing infrastructure that powers their demand gen engines and serves as the critical backbone to their business. Everything from CRM and marketing automation to content management, business intelligence and analytics systems will be covered – basically, anything in the stack!
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Show me your stack - Five9, Lattice Engines
- 1. SHOW ME YOUR STACK! The Lattice Secret Sauce Series
- 2. @dougsechrist VP, Demand Marketing @ Modern Marketing Nerd 15+ Year B2B, Saas Demand Gen experience Dad of Dudes
- 3. Contact Center HCM Operations Marketing Financials CRM Talent Mgmt Disrupting $22B Market Replacing on-premise solutions (Avaya, Genesys) High growth 2 Sales Teams: - ENT – Direct (75% Mktg Sourced) - SMB – Inside (100% Mktg Sourced)
- 6. Suspects Prospects TQLs SAOs Sales Cycle We Care About: Reach/Volume Conversion Velocity Pipeline/Value Return We Focus On: Eyeballs Wide Net Target Accounts Small Net Acceleration Our Funnel
- 7. Our Model Tops Down Bottoms Up Inputs Model Outputs
- 8. How We Measure Insights, Attribution & Return Funnel Performance, Leading Indicators Trends and Influence
- 10. Where to Begin January 2004?
- 11. Design the Ideal “Lead to Close” process Align Across S&M Pilot, Prove, Scale Optimize, The Blueprint – Operationalizing the Funnel
- 12. Platforms,Data, Automation Content Marketing Digital Optimization Enablement /Prospecting Analytics, Intelligence, Insights Virtual Contact Center Social Prospecting Templates, Tracking/Alerts Sales Email, DBL Alerts Content Marketing Webinars/Syndication Landing PagesSEO OptimizationMedia / Campaigns SEM Optimization SEM Comp Intel Blog Video Marketing Predictive ScoringLeadspace Predictive Analytics Platform Personalization, account-based mktg CRM Marketing Automation Modeling/ Dashboards Web performance Forecasting / Pipeline, Predictive Sales Analytics Advocate Marketing Automated Conversations Our Stack Social
- 13. Alignment, Collaboration Centralized Management, Publishing Scoring, Analytics, Attribution Content Marketing
- 14. 23% increase in data quality 18% decrease in CPL (3rd Party media) 8 hours/week saved on manual lead processing Lead velocity Media/Campaigns/Analytics
- 15. Predictive Analytics Platform Improved data quality, attributes for scoring, segmentation 133% increase in sales sourced opportunities (ICP prospecting) 1100% increase in pipeline from ONE campaign (targeting, account scoring)
- 16. Virtual Contact Center 40% increase in call volumes (click to call, power dialer) Improved Data Analytics That Empower Sales (screen pop in SFDC, prompts data entry) Productivity gains with better supervision, training, monitoring of activities
Editor's Notes
- I was fortunate many years ago to stumble into this thing we call demand generation… At the time I was working for a small company running sales enablement, corporate comms… helping the sales team respond to RFPs…and one day, the inbound sales line quit ringing, the RFP flow dried up and we had to figure out how to go find accounts and leads to sell to. This was back when “fax-blasts,” direct mail and events were the only game in town. Shortly thereafter, I discovered Eloqua and the power of marketing automation – Sometime in 2003-2004, long before Marketing automation was mainstream or even on the radar of many companies. This ended up be a transformative milestone both for the company I was at and my career. 8 years later I would find myself running demand generation at Eloqua, helping the company public and eventually be acquired by Oracle. ELOQ and MA became a part of my playbook everywhere I went after zantaz and was a pillar for helping me drive change and have tremendous impact at each company I was at At the time, the technology helped us do things we wouldn’t have imagined before… but more importantly, the platform helped us think differently about how we went to market, what our sales team focused on, where we invested, what processes we needed. It gave us data that we didn’t have before to make good decisions and it added science and predictability to a practice that formerly was all about pretty pictures and cool campaigns. Today there are so many game changing tools and technologies available for marketers it’s impossible to stay ahead of the innovation
- First, a little bit of context about Five9 before we jump into Leadspace Five9 is a cloud contact center provider. We sell solutions that make our customers contact centers more efficient and productive… How many of you have ever received a call from a telemarketer during dinner? Called your bank to check your account balance? How about chatted with an agent online to assist you with a purchase? All of these are use cases that our software helps to automate. The market we market and sell to is huge and growing – it’s primarily a replacement marketing that consists of on premise vendors that sell expensive, complicated legacy systems like Avaya, Genesys, and Cisco. We are helping define the next cloud category in a long list of highly successful cloud markets. We’re doing for contact centers what SFDC did for CRM, Taleo and Successfactors did for Talent Management, Eloqua and Marketo did for Marketing Automation and so on.
- Bigger Picture, lots of different roles When I joined Five9 about a year and a half ago, the company had a really small marketing team focused on a very finite number of channels and not a lot of sophistication in terms of their marketing approach. My first order of business was to put in team structure that would enable us to provide all of the elements necessary to support a massively growing business and provide the ability to quickly scale without doubling or tripling our expenses. At the core of my team is our marketing operations team which owns our technology and infrastructure, data and segmentation, analytics and reporting, automation, campaign execution and much more. I am delighted to have the leader of that team with me here at Sirius – Divya, please stand up and say hi. Divya is the real brains behind all that we do… Please don’t recruit her because then I will be screwed. Also at the core of our team is 10 sales development reps that are focused on following up on leads, identifying opportunities and getting those to our SMB and ENT sales team. I then segment the rest of the team into an inbound function that is responsible for digital marketing (SEM, SEO, our website, display and social advertising) and then content marketing – focused on long tail activities, blog, thought leadership and educational/aspirational content, aligning our content and messaging to our buying cycle and spearheading the definition of our ideal customer profile and personas. Other supporting marketing functions at Five9 include Corp Comms, Branding or Creative Services and Product Marketing.
- First, like most marketers and most of you I’m sure, I worry about generating the right volume of “good” leads; conversion and close rates, and costs. We have numerous dashboards and reports that we produce daily and weekly that drive our decisions about our marketing mix, where to invest, alignment with sales, and demonstrate our impact on the business. Some of the specfic KPIs I look at: Is our content/programs engaging the right audience/targets Do we have enough leads Are leads turning into opportunities Is our sales team prospecting (30%) Do we have enough to support future bookings What is my Cost/$1 ACV (Is it trending positive?)
- Second, is the journey. I borrowed this chart from my friends at DemandGen because I think it paints the picture for the journey or path that we as marketers have to climb. Where do you start, what tools and processes do you need, how do you engage and enable sales, finance, product teams, how long will it take, will it be impactful? For me, the journey and the long term plan we develop is what keeps us innovating and learning… It’s what we use to educate our companies on why they are investing in the talent and technologies required to support growth and profitability… and it’s how we push ourselves to be better than good. This is our Demand Architecture… it’s a process workflow that outlines how a name becomes a deal… and includes every process and technology that that lead goes through along the way. It’s constantly changing and evolving as we get better and find new tools and ways to improve.
- Second, is the journey. I borrowed this chart from my friends at DemandGen because I think it paints the picture for the journey or path that we as marketers have to climb. Where do you start, what tools and processes do you need, how do you engage and enable sales, finance, product teams, how long will it take, will it be impactful? For me, the journey and the long term plan we develop is what keeps us innovating and learning… It’s what we use to educate our companies on why they are investing in the talent and technologies required to support growth and profitability… and it’s how we push ourselves to be better than good. This is our Demand Architecture… it’s a process workflow that outlines how a name becomes a deal… and includes every process and technology that that lead goes through along the way. It’s constantly changing and evolving as we get better and find new tools and ways to improve.
- 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
- Thanks!