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How FiveStars Grew Marketing-Driven Revenue by 20x

MARKETER SPOTLIGHT

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AUDIO CHECKUse the chat window if you can’t hear or we cut out!

RECORDING & SLIDESBoth will be sent within 24 hrs post-webinar!

QUESTIONSAnswers at the end–don’t miss chance to ask Brian questions.

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Brian LeeGrowth Manager @FiveStars

EntrepreneurVery happy about Duke’s NCAA Championship

MEET BRIAN LEE

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20x Marketing-Generated Revenue

Over 95% Terminals Integrated

Targeting Markets 2.5x Propensity to

Convert

From YC to $45M RaisedGrew Customer Base

From 1M to 5M

Scaled Inside Sales Team From 1 to 35

(We’re Hiring)

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How do I prioritize marketing resources?

1. Identify largest markets & best prospects

2. Convert prospects into customers

WHO

HOW

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THE WHO

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3 out of 4 new market expansions failMcKinsey, Beating the odds in market entry

× 40% only maintain basic customer contact information

× 50% turnover within first 5 years of opening

× Even w/ explosion of data, it is fragmented &

unstructured

SMBs PRESENT GREATER CHALLENGES

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“This data, and the insights we extract from it, impact some of our biggest marketing decisions, so

we need to make sure it is right.”

TACKLING INTERNALLY – THE ECONOMICS DON’T ADD UP

× Increase human resources× Long turnaround times & QA processes× Inaccurate decision making

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✓ Strategy: Knowing the universe, market worth,

& segments converting up to 250% above

baseline

✓ Efficiency: Ease-of-use and seamless

deployments w/ fewer people

✓ Experimentation: Testing, iterating, optimizing

on hypotheses

✓ Accuracy: External data cloud offers complete

and verified foundation

RESULTS w/ INTEGRATED PREDICTIVE ANALYTICS

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THE HOW

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✓ Finance: Per capita

✓ Marketing: Sufficient pipeline & how it

scales

✓ Sales: Efficiency to maximize yield

✓ Management: Ensure hires are lifers!

KEYS TO BUILDING A INSIDE SALES POWERHOUSE

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Use underlying data to predict which prospects should get which

combination of messages, assets & ads. Key metrics include:

CONTINUOUS MEASUREMENT

INSIDE SALES METRICS

➔ Dials/day

➔ Contracts/day

➔ Volume (Consumption Rate)

➔ Close Rate

➔ CPA

➔ Labor Input - Time to Close

Marketing Metrics

➔ Open Rate

➔ Response Rate

➔ Close Rate

➔ CPA

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“Brian is not a sales guy, but he’s a damn good growth hacker with an innate ability to predict and

then execute on what will drive the highest impact.”Head of Inside Sales

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Q&A

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THANK YOU FOR ATTENDING!MARKETER SPOTLIGHT