Sometimes you make a great connection and run an engaging demo, but the prospect isn’t ready to move forward. Maybe they need more time, or more budget, or want to look at other vendors before committing.
It may be a missed opportunity, but it’s not a closed one. Run this play to keep the lead warm until they are able to complete the purchase.
To run the Completed Meeting, No Opportunity play, identify your point of contact and anyone else you met and enroll them in a nurture campaign with softer, informative calls to action. Sharing content is a great way to stay top of mind with prospects until the time is right.
Triggers
A meeting is conducted with a point of contact at an account, but no opportunity is created in your CRM.
Actions
Send records to your CRM
Assign to Account Owner
Enroll point of contact who completed the meeting in a soft, educational content campaign
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
Meeting No-Shows
A certain percentage of prospects will always fail to show up to a pitch meeting, but you shouldn’t let these leads slip away.
Set up notifications in your CRM for prospects that didn’t show up to meetings. Dedicate a team (typically new SDRs) to reach out to no-shows by phone and email immediately after meetings for the last seven days. From days eight through 20 after the no-show, other reps can try to re-engage the prospect through calls and emails. This will keep your product top-of-mind and increase the likelihood of a closed-won opportunity.
Triggers
Identify a company or contact does not attend confirmed meeting
Actions
Source expanded set of contacts based on meeting invite titles
Send records to your CRM
Assign to a User
Enroll in Meeting No-Show campaign
View Play
Pre-Meeting Survey
This is one of the biggest plays we run at ZoomInfo. You’ve scheduled a demo and want to make sure that people show up for it. Send out a qualification survey ahead of the demo meeting. You’ll see a huge increase in show rate for those who take it and know more about them before you meet.
If someone spends time filling out the survey, they’re both interested in the product and invested in the process. You’ll see a 90% show rate for people who fill out the entire survey.
Triggers
Identify contacts where a meeting is currently scheduled within 3 days
Actions
Source expanded set of contacts based on meeting invite titles
Send records to your CRM
Assign to a User
Create survey to capture areas of interest and product affinity
Enroll in Pre-Meeting Survey campaign
View Play
Pre-Meeting Ads Aircover
For upcoming demos, identify the buying committee at the prospective company and target them with display ads. When they’re surfing around the web, make sure that they see your ads everywhere. This can be done by adding the company to a MarketingOS Audience to deploy a digital advertising campaign.
This will make you more present in their world and give you a share of their thought process. It’s a subliminal thing. By the time you meet, you’re already familiar to them.
Triggers
Identify contacts scheduled to attend meetings
Actions
Source expanded set of contacts which meet your persona definition related to upcoming meeting attendees
Send records to your CRM
Assign to a Account Owner
Enroll in Pre-Meeting Aircover Campaign
View Play