Case Studies

Learn more about DemandGen's marketing automation and lead management services www.demandgen.com | main: 925.678.2500 | sales: 925.678.2511 | info@demandgen.com © 2015 DemandGen International, Inc. All rights reserved. DemandGen and the DemandGen logo are registered trademarks of DemandGen International. All other product and company names may be trademarks of their respective owners. 1 Connecting success. Successful cloud-based contact center provider turns to DemandGen International ® to build revenue engine for lead capture and conversion SITUATION Solutions, and cloud-based contact center provider Five9 is one of the hottest companies in this high-growth sector: dominating the small and medium business space. After posting double-digit growth over the past several years with almost no outbound marketing, the company decided to go up-market to the enterprise space, and brought Doug Sechrist, Vice President of Demand Marketing, on board to lead the way. "My task was to continue the historical success on a grander scale: to feed a grow- ing sales team and enable bigger deals—without screwing up everything that Five9's marketing and sales teams were already doing right," explains Doug. Getting the most out of Five9's Marketo system would be critical, but Doug discovered that it wasn't doing anything very impactful. "They had built lead scoring, but Sales wasn't really using it: Sales just cherry-picked the leads they wanted to work, and 70% of them were left behind. Marketo was populating Salesforce, but that data wasn't being used for anything; any lead that wasn't qualifi ed immediately was archived, and archived leads were never touched again. Some nurtures were running, but nobody was measuring their effectiveness at accelerating the funnel." Five9 needed a solid revenue engine for lead management, to enable effi cient, effective capture and conversion. Doug's team created a blueprint for the lead work- fl ow from entry to close—and then turned to DemandGen to get it done. "This is the third company where I've worked with the DemandGen team; it's a real partner- ship," Doug reveals. "We needed horsepower, and the breadth of different DemandGen brains to help us think through all the different components. And because we think similarly, I knew we could hit the ground running." SOLUTION Getting Started SITUATION Growing SMB company needed the most effective approach to support enterprise market expansion. SOLUTION Rapidly deploy a sophisticated, highly automated, scalable revenue engine. RESULTS Dramatic pipeline uplift in 6 weeks: no lead left behind. This is the third company where I've worked with the DemandGen team; it's a real partnership." − Doug Sechrist, Vice President of Demand Marketing, Five9

• Cover