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
Messaging Template
Subject: [product name]
Body: Hi [first name]:
I’ve been speaking with some of your colleagues at [account name]. I wanted to reach out to introduce myself and make sure that you’re aware of how we can help your team.
I’ve been working with decision-makers in both [X department] and [Y department]. It would be great if I could schedule a quick call with you to show you how other [account name] leaders are using [product name] to drive top-level results.
With [product name] you’ll have access to:
Feature 1
Feature 2
I’d be happy to loop you in on these conversations if you’re interested. Would sometime early next week work?
Best,
[first name]
Ads Template
Tip:
Target all of your stakeholders AND their employees to ensure that there is pressure to ensure buy-in from all angles. A/B tests two creative sets that point to different features you offer to determine which is going to be the most impactful.
GPT Email Example
Company:
Persona:
Vice President, Marketing
Subject: Follow-up on ZoomInfo meeting with Sophia
Hi Kristen,
I had a great meeting with Sophia on your sales team about ZoomInfo and how we can help solve challenges around accurate segmentation and reaching high-intent buyers via digital advertising.
I would love to hear your thoughts on these challenges and how ZoomInfo can help the marketing team.
What other areas of your business are you looking to improve through data and insights?
Best,
Nick
Related Plays
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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
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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
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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
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