Sometimes you need to nudge prospects in the right direction, especially if you’ve had no prior engagement with them. Discuss with your team who should be eligible for a physical mail nudge — for example, someone who is not a previous customer and has a job title that’s director level or above. Then set that criteria as an automated trigger in your marketing platform.
Once the criteria is met, the prospect will be sent a physical item or a virtual message with a gift card attached, such as $15 at Amazon, Starbucks, or Uber Eats. This act of giving shows that you value them as a potential customer and significantly increases the likelihood of receiving a response.
Triggers
Identify company in CRM to qualify company for gifting, company swag, or other physical mailing
Actions
Source expanded set of contacts which meet your persona definition prioritizing high value personas
Send records to your CRM
Assign to a Account Owner
Enroll in physical mail Campaign (campaign should include a link for the prospect to claim a corporate gift / promotion)
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]
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