If you sell a product that has a usage revenue model – something that runs out over time – you should automate an upsell motion to resupply your client’s inventory and maintain the account.
For example, at ZoomInfo, we sell credits to export companies and contacts. When those credits run low, an automated trigger prompts us to reach out and inform customers that their balance is low, and that they should purchase more credits or their service may be interrupted.
Triggers
Identify customer’s existing product usage to inform which products to sell them next
Actions
Source expanded set of contacts which meet your persona definition related to target products to upsell
Send records to your CRM
Assign to a Account Owner
Enroll in Product Usage Upsell 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]
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
Upsell Feature-Specific Demo
When you release a new product or feature, deploy a pop-up notice within your platform that explains its usage and benefits, and invites customers to a demo. Also announce it in your different channels, newsletter, social, etc. This will promote product usage, make the relationship stickier, and increase the likelihood of renewal.
Consider product demo promotion even if a feature is no longer considered new. A good demo could highlight under-utilized features that add value or features that the customer currently sources from another vendor.
Triggers
Identify companies and contacts for a new product feature released which matches a competitive use case Saved Search company criteria
Actions
Source expanded set of contacts based on product type
Send records to your CRM
Assign to a Account Owner
Enroll in Feature-Specific campaign
View Play
Cross-Sell Targeting
First time buyers are often hesitant to take on more than they can handle. They often want to prove the value of a product with a smaller purchase, before making bigger investments. To support new buyers and create upsell opportunities, circle back to them 90 days after the purchase, to confirm the value of the relationship and to demonstrate additional products that can help them achieve their goals.
Triggers
Identify existing customers who have strong adoption, but have not adopted all products
Actions
Source expanded set of contacts which meet your persona definition related to target products to upsell
Send records to your CRM
Assign to a Account Owner
Enroll in Customer Upsell Campaign
View Play
User Expansion
Uncover untapped opportunity at customer accounts by calculating their user saturation rate. Determine the total number of potential users at an account (by counting all the contacts that have job titles, functions, and levels consistent with your typical user base), then divide the number of their current user licenses into the number of total potential users.
Focus your efforts on expanding accounts that have relatively low saturation rates, but show enough adoption to indicate that they value your product. Start by focusing on accounts with a user saturation rate between 10 and 60 percent.
Triggers
Identify user saturation rate to identify accounts that are below target
Actions
Source expanded set of contacts which meet your persona definition
Send record to your CRM
Assign to a Account Owner
Enroll in User Expansion campaign
View Play