The average opportunity has five stakeholders. If you are only working with one, you have a single point of failure. The goal of this campaign is to identify additional decision-makers that could keep an opportunity alive should your current contact lose interest, leave the company, or doesn’t have the clout to get the deal done.
After seven days (or an appropriate time period for your sales cycle), use ZoomInfo or another data provider to identify other decision-makers at the account. Send them a follow-up sequence from the account executive.
Triggers
Single contact attached to opportunity with no additional contacts added in the first 10 days after opportunity creation
Actions
Discover expanded set number of contacts based on primary opportunity contact
Send records to your CRM
Assign to a User
Enroll in Multi-threading Opportunity 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
Competitor Mentions
When researching technology, buyers often encounter tons of information about available options. But they don’t always get the full picture of how one solution compares to another.
When a competitor is mentioned on a sales call, set up an automated nurture program that highlights the advantages of your product over that competitor’s product. This allows you to inform the buyer about your solution relative to the competitive landscape, regardless of the individual sales rep.
Triggers
Identify companies or contacts which met a Chorus Tracker criteria related to competitors
Actions
Source expanded set of contacts which meet your persona definition related to competitor mentioned
Send records to your CRM
Assign to a Account Owner
Enroll in Competitor Mentions Campaigns
View Play
Persona Expansion
When a new lead comes in through a high-value web form, you should also pursue the rest of the stakeholders who influence purchasing decisions at the company. Today, many purchasing decisions are handled by committees and not individuals. This expanded campaign will inform a wider audience about your product, get buy-in at multiple levels, and accelerate the sales process.
To save time and avoid a missed opportunity, trigger automated emails to Buying Committee members right after their colleague fills out the form.
Triggers
Identify opportunities with limited contacts
Actions
Source expanded set of contacts which meet your persona definition for uninvolved roles
Send records to your CRM
Assign to a Account Owner
Enroll in Persona Expansion Campaign
View Play
Stalled Opportunity Follow Up
Just because an opportunity was created by a sales rep doesn’t mean it’s chugging along toward becoming a closed deal. Track deal progress to make sure things keep moving. When a stalled opportunity is identified (e.g., no movement for 30 days), have your VP of Sales send out an email that includes a clear call to action. You can automate this with custom messaging and a special offer.
Triggers
Identify opportunities who have been in same stage with no engagement for a given period of time.
Take action on deals identified by Chorus to have a Risk Signal
Actions
Source expanded set of contacts which meet your persona definition related to buying committee members
Send records to your CRM
Assign to a Account Owner
Enroll in Stalled Opportunity Campaign
View Play