Capturing leads who downloaded your content is a great way to seed your database with potential buyers. But what happens to those leads after they are collected?
Content downloads and webinar leads often aren’t “hot” enough to assign to a sales rep. But you can create automated campaigns that relate to the downloaded content to nurture these leads along the buyer journey — with the goal of converting them to marketing-qualified leads (MQL).
Leads can be automatically added to nurture campaigns based on the content topic, related topics, or their job function. Automated lead nurturing campaigns can increase the rate of conversion of initial leads to high-value leads, and also shorten the time it takes for them to convert.
Triggers
Identify contacts and companies who have downloaded content or signed up for newsletter
Actions
Source expanded set of contacts from same company which meet your persona definition
Send records to your CRM
Assign to a Account Owner
Enroll in Auto Nurture Campaigns
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]
Tip:
Target Manager+ with high frequency when they reach an 80+ intent signal score to capitalize on spiking intent at the right moment.
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
Abandoned Chat Follow-Up
Interacting with prospects via chatbot is a valuable opportunity to connect in real-time, answer questions, and point them in the right direction. However, the buyer has control over these conversations and can end them at any time.
If a prospect abandons a conversation before providing their contact information or filling out a form, use the IP and company data filter in ZoomInfo’s RevOS platform to identify the visitor’s company and enrich that data to identify the company’s likely buying group. Then set up an automated email sequence to the group. By reaching out to other potential decision-makers, you can ensure that this is not a missed opportunity, but rather a starting point to engage with the right people.
Triggers
Identify visitors who engage with website chat but do not convert
Actions
Source expanded set of contacts which meet your persona definition based on chat interaction
Send records to your CRM
Assign to Account Owner
Enroll in Abandoned Chat Campaign
View Play
Abandoned Form Follow-Up
Half of all website forms are left unfinished and not submitted. Maybe the prospect got distracted or they weren’t ready to talk to a rep. Following up on abandoned forms (partially filled forms) can boost your lead volume by 100% — and you can capture emails from these forms in real-time using ZoomInfo’s FormComplete.
Through FormComplete, these emails are enriched with the prospect’s name, title, job function, level, and associated company data, including potential Buying Committee membership.
Marketing teams can nurture these leads or retarget them with ads, while sales teams follow up on potential opportunities.
Triggers
Identify forms abandoned by contacts or companies within your ICP
Actions
Source expanded set of contacts which meet your persona definition mapped to form source
Send records to your CRM
Assign to a Account Owner
Enroll in Abandoned Form Campaign
View Play
Fast SLA on Form Fill
Responding quickly to inbound inquiries will dramatically increase your chances for success. A recent study showed conversion rates are eight times higher when salespeople place their first call within five minutes of getting a lead.
When a website visitor researches a project management solution or fills out a web form for a product demo, the assigned SDR should receive an automated alert and contact the prospect immediately. If they can’t reach the prospect, they should leave a voicemail and add the prospect to a follow-up email sequence requesting a call.
Trigger
Identify forms completed or abandoned by people at companies within your ICP (ideal customer profile)
Actions
Send company and contact records to a specific user or shared channel
Assign to Account Owner
Send records to your CRM
Contact lead by phone and email (and text) within 90 seconds
Create SLA of < 90 seconds for inbound team to talk to buyers when they’re thinking about you. Report on and optimize this to maximize leads
View Play