Full-Funnel Performance for B2B SaaS • A Buyer Journey Revamp That Doubled Enterprise Sales

Five9 is the industry leading provider of cloud call center software. With over 2,000 customers worldwide and over 3 billion customer calls processed, Five9 helps contact centers of all sizes create powerful customer connections. But even with this success, Five9 still faced a growth challenge: the wanted to reach executives, decision makers and influencers whose roles intersect with business and technology—a notoriously competitive target market. We partnered with Five9 to optimize the quality of demand generation across the entire customer journey, from stoking interest early on to capturing and closing deals further down the funnel. Our key KPIs included increasing call duration (an indicator of quality) and improving overall sales.

We began by ensuring that users we were targeting across Five9’s digital funnel accurately reflected the brand’s target profile. Through customer base analysis with historical data, we were able to isolate the demographic, behavioral and interest segments that best indicate a potential customer. From that historical customer understanding, we crafted curated display targeting combinations to isolate highly relevant users. The targeting types we leveraged included similar audiences, placements, topic categories, in-market audiences, demographic overlays, and device modifiers. To see any Five9 display ad, a user had to check several boxes of relevancy.

Identifying prospects is only one piece of the puzzle; how to best support them throughout the journey is another. Five9 services enterprise, commercial and small/medium business customers, all of which have specific needs and pain points. We implemented a customer segment strategy that included call tracking, ad testing, and targeting expansion to maximize the customization for each customer journey.

To fully understand the quality of the leads driven by search engine marketing (SEM), we monitored Five9’s Salesforce CRM database to track three intermediate steps from SEM conversion to closed deal. With this data, we were able to evaluate, isolate and expand on sources of enterprise leads.