There’s a downsell risk when customers aren’t using the full scope of the product they purchased. Take a look at what each customer is paying for and pinpoint features that are underutilized or not used at all.
Automate outreach that highlights the benefits and value of those features and how they can derive maximum value from their subscription. Offer support to help set up unused feature(s) and familiarize them with how they work.
Run this play at scale by analyzing product usage data and automating messaging campaigns. Higher product utilization translates to more upsells, renewals, and customer satisfaction.
Triggers
Identify a company with low user adoption, product utilization, and/or churn risk
Actions
Source expanded set of contacts which meet your persona definition related to low usage or other churn risk
Send records to your CRM
Assign to a Account Owner
Enroll in Low Adoption 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]
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
At-Risk Customer Surveys
Send out a quarterly Net-Promoter-Score survey to identify customers at risk of churn allows you to pinpoint renewal problems before they happen. Email surveys to clients ahead of their renewal cycle to discover any potential issues. If possible, include a gift to encourage participation. Assess their responses and take appropriate corrective actions to save any at-risk accounts.
Triggers
Identify customers with low product usage or poor adoption who meet the criteria for At-Risk Survey
Actions
Source expanded set of contacts which meet your persona definition related to low usage or other churn risk
Send records to your CRM
Assign to a Account Owner
Enroll in At-Risk Customer Survey
View Play
Upcoming Renewals
Don’t be caught by surprise when it comes to renewal time. Schedule a customer check-in 90 days prior to the renewal of an existing contact to understand how their priorities may have evolved over the course of the contract.
Send an automated sequence from your account manager to set up a meeting to talk about their experience with your product, including their concerns and challenges.
Triggers
Identify customers with contract end dates upcoming
Actions
Source expanded set of contacts which meet your persona definition related to product up for renewal
Send records to your CRM
Assign to a Account Owner
Enroll in Upcoming Renewal Campaign
View Play
Customer Awards or Recognition
When a customer adds new licenses, or products, or reaches a certain milestone, launch a direct mail campaign or send a gift to celebrate the occasion. Find meaningful statistics based on your product offering that signifies duration, usage, or volume. Set predefined milestones like license counts or time duration. For example, send a gift to celebrate five years of being a client, reaching 10,000 users, or appearing in a million searches. You can surface customer milestones through news or Scoops on the ZoomInfo platform.
Triggers
Identify customer or contacts wins public award or named to list
Actions
Source expanded set of contacts (+ contact who won award) which meet persona definition
Send record to your CRM
Assign to a Account Owner
Enroll in Award Congratulations campaign
View Play