Optimizing the demand generation funnel with performance media.
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.
In partnership with
Media.Monks brings to the table a phenomenal team that's been incredibly well trained, not just in paid search and display, but really in all aspects of the business. Their value add is their ability to understand your business and help translate what they know to help you run your business better.
VP of Demand Generation
Identifying leads and preparing the customer journey through data.
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.
In partnership with
Not only have there been conversion rate improvements, but also the engagement of users on our website, and we've seen improvement there by a lot of different recommendations that Media.Monks has made.
Web Marketing Manager
A full-funnel approach to nurturing leads.
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.
75% increase in overall call duration
81% decrease in junk calls
85% increase in assisted conversions
100% increase in enterprise deals from SEM year-over-year