An account-based marketing play can bring you closer to senior-level prospects at your biggest target accounts. This play is designed to influence more accessible and responsive end-users to create a groundswell of demand and increase awareness of your product within the buying committee.
Offer a free trial to individual users to experience the value of your product. Once they realize its potential, their interest will either overwhelm the buying committee with demand for your solution, or you can leverage their aggregated results to create a compelling case.
Running an ABM play requires an omni-channel marketing strategy. The idea is to utilize various channels (emails, social networks, display advertising, direct mail, gifting, web experiences, events) to create buzz about your product. Align these channels to a single message that’s personalized to the target account.
Target all relevant personas at the account, including buying committee and influencer level contacts. Figure out the right combination of channels and offers, deploy all tactics of the campaign simultaneously, and start landing executive level meetings.
Triggers
Dynamically add companies which meet your current ABM Saved Search criteria and have a high score (~ top 100 target accounts)
Actions
Company-level workflow combining ads, email, phone, events, mail, events, and tailored landing pages
Filter companies using ZoomInfo company filters with specific criteria matching your ABM criteria (~100 or less)
Source all buyers which meet your persona definition
Send records to your CRM
Assign to a Account Owner
Enroll in (company specific) ABM Campaign
Subject: [account name] — [your value proposition in a few words]
Body: Hi [first name]:
At [your company name], we work with a lot of [size] [industry] organizations like yours who are experiencing needs related to [spiking intent topic issue] and evaluating [spiking intent topic solution].
[seniority specific ask]?
Thanks,
[sales rep first name]
Company:
Persona:
Director of Marketing Management
Subject: Internal email – Marketing intelligence solutions for SaaS customer support
Hi Dawn,
I hope this email finds you well. I noticed that ServiceNow, like many other SaaS customer support companies, has been exploring ways to enhance your marketing intelligence capabilities. At ZoomInfo, we understand the challenges of accurate segmentation and reaching high-intent buyers via digital advertising. Our solutions can help you overcome these challenges and drive more pipeline and revenue.
Have you considered incorporating marketing intelligence solutions into your strategy? I would love to hear your thoughts and learn more about your current challenges.
Best,
Melissa
Related Plays
Tech Install Targeting
Knowing what tech your product plays well with can expand your market. Identify which of your technologies complement the products or tools of other companies. Then run outbound campaigns to potential customers with messaging about using your product with that complementary technology.
You can automatically discover ZoomInfo contacts at these companies that fit the buying committee for those technologies. Create a play specific to each complementary technology and pair it with specific outbound messaging.
Triggers
Identify signals for specific technologies added at a company within your ICP
Actions
Filter companies to reduce the records to meet specific criteria
Source expanded set of contacts which meet your persona definition mapped to each technology category
Send records to your CRM
Assign to a Account Owner
Enroll in Tech Install Campaign
View Play
Intent Signal Targeting
Firmographics and technographics help identify which companies are your potential customers. Intent data lets you know which companies are actively searching for a solution like yours.
Intent data casts a broad net across the internet to gather top-of-funnel signals about the issues, solutions, technologies, and vendors that potential buyers research before buying. This early visibility on developing opportunities gives your sales teams a head start on the competition.
Select intent topics related to your business and monitor when a specific account, or set of accounts, conducts high-level, potential-purchase research. When relevant prospects show buying intent, you can target them with messaging tailored to their specific search, buyer persona, industry needs, etc.
You may want to implement this play multiple times and pair specific messaging with each group of intent topics.
Triggers
Identify companies within your ICP surging on specific intent topics or researching content on the web
Actions
Filter companies to reduce the records to meet specific criteria mapped to each intent topic
Source expanded set of contacts which meet your persona definition mapped to each intent topic
Send records to your CRM
Assign to a Account Owner
Enroll in Intent Signal Campaign
View Play
General News Signal
Company news can predict an organization’s readiness to purchase. When significant company news happens — such as the opening of a new facility, the relocation an office, or company-wide layoffs — your sales and marketing teams should move quickly and reach out to new buying groups.
However, it’s difficult and time-consuming to track company news. With ZoomInfo’s Scoops function, automated triggers and actions can keep track of company news. Instead of manually adding contacts to campaigns and lists, you’ll be able to stay focused on fostering customer relationships, prospecting sales, and closing deals.
Triggers
Identify news signals within specific category types for your ICP
Actions
Filter companies to meet specific criteria based on news category
Source expanded set of contacts which meet your persona definition mapped to each news category
Send records to your CRM
Assign to a Account Owner
Enroll in General News Campaign
View Play