Creating CX relevance in key vertical markets

Client

Overview

Five9, a global leader in cloud contact centre solutions, partnered with The Rubicon Agency to sharpen and verticalise their CCaaS messaging across five strategically important industries: Healthcare, Financial Services, Travel & Tourism, Retail, and the Public Sector.

The goal was to move beyond generic capability messaging and create sector‑specific narratives that speak directly to the operational pressures, regulatory demands and human expectations within each vertical. Five9 needed a suite of sales‑ready and customer‑facing assets that clearly articulate how their solutions improve experiences for customers, patients and citizens.

What we delivered

While Five9’s platform is rich in AI, automation, omnichannel orchestration and workforce optimisation, the competitive landscape demanded a more targeted approach. Buyers increasingly expect vendors to demonstrate deep understanding of their world, not just their technology.

To deliver a product with real empathy we mapped the emotional, operational and strategic pressures unique to each industry, ensuring every message reflected real‑world context and language. This was conveyed through a set of high‑impact assets designed for sales, marketing, ABM and partner activation which included.

Clear, persuasive sales decks tailored to each vertical, enabling sales teams to lead with relevance and insight. These dovetailed with story‑driven customers decks designed to support conversations with prospects and existing customers.

A flagship eBook asset positioning Five9 as a forward‑thinking CX partner on the future of customer, patient and citizen experience, each customised to a specific vertical.

Each vertical was supported by campaign‑ready email and display ad content for use in demand generation, nurturing and ABM activities.

What did the campaign achieve?

The new verticalised messaging and asset suite delivered measurable strategic value for Five9.

Deep penetration into key vertical markets

• Sales teams now lead with sector‑specific insight, enabling more meaningful conversations and stronger resonance with decision‑makers.

Stronger alignment with industry pain points and opportunities

• The messaging framework ensures consistency across marketing, sales and partner channels, creating a unified, credible voice in each sector.

Accelerated campaign and ABM activation

• With ready‑to‑use assets, Five9 can launch targeted campaigns faster and with greater impact.

A scalable foundation for future vertical expansion

• The framework is built to extend easily into additional industries as Five9’s strategy evolves.