Knowing what tech your product plays well with can expand your market. Identify which of your technologies complement the products or tools of other companies. Then run outbound campaigns to potential customers with messaging about using your product with that complementary technology.
You can automatically discover ZoomInfo contacts at these companies that fit the buying committee for those technologies. Create a play specific to each complementary technology and pair it with specific outbound messaging.
Triggers
- Identify signals for specific technologies added at a company within your ICP
Actions
- Filter companies to reduce the records to meet specific criteria
- Source expanded set of contacts which meet your persona definition mapped to each technology category
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Tech Install Campaign
Messaging Template
Subject: Improve your [what your company sells] with [your company name]
Body: Hi [first name]:
What does your [what your company sells] look like?
Tech-driven organizations know the importance of [what your company sells]—and the measurable impact it can have on your bottom line. But are you [list outcomes of using your product]? That’s where [your company name] comes in.
[Your company name] [address specific features and values]. [Value prop A]? Yes. [Value prop B] Yep. [Value prop C] You got it!
[senority specific ask]
Regards,
[sales rep first name]
Ads Template
Tip:
Test multiple CTA messages with matching click-to-land experiences to see what will capture people’s attention and determine where your audience is in their buyer journey.
GPT Email Example
Company:
Persona:
Inside Sales Manager
Subject: Follow-up on Salesforce integration
Hi Heather,
I noticed that many of Honeywell’s job descriptions now mention experience with Salesforce CRM. I’m curious, has Honeywell recently adopted Salesforce as your CRM? At ZoomInfo, we have a deep integration with Salesforce that allows for more efficient lead generation and account management.
I’d love to set up a call to discuss how we can help streamline your sales processes with Salesforce and ZoomInfo. Are you available for a call next week?
Best,
Adam
Related Plays
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Competitive Tech Uninstall
A competitor’s customers can be a great source of new business – if you can get plugged into the right signals. Companies that churn from your competitors are already educated on your value proposition and understand its potential. This makes them well-positioned to find a better solution – you.
Use technographic data to monitor and alert you when a target company in your total addressable market (TAM) drops a competitive technology from their stack.
Automatically discover ZoomInfo contacts at these companies that fit the Buying Committee for those technologies. Create a play specific to each targeted technology and pair specific outbound email messaging for each technology identified.
Triggers
- Identify specific technologies dropped at a company within your ICP
Actions
- Source expanded set of contacts which meet your persona definition mapped to each technology
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Competitive Tech Uninstall Campaign
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Intent Signal Targeting
Firmographics and technographics help identify which companies are your potential customers. Intent data lets you know which companies are actively searching for a solution like yours.
Intent data casts a broad net across the internet to gather top-of-funnel signals about the issues, solutions, technologies, and vendors that potential buyers research before buying. This early visibility on developing opportunities gives your sales teams a head start on the competition.
Select intent topics related to your business and monitor when a specific account, or set of accounts, conducts high-level, potential-purchase research. When relevant prospects show buying intent, you can target them with messaging tailored to their specific search, buyer persona, industry needs, etc.
You may want to implement this play multiple times and pair specific messaging with each group of intent topics.
Triggers
- Identify companies within your ICP surging on specific intent topics or researching content on the web
Actions
- Filter companies to reduce the records to meet specific criteria mapped to each intent topic
- Source expanded set of contacts which meet your persona definition mapped to each intent topic
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Intent Signal Campaign
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General News Signal
Company news can predict an organization’s readiness to purchase. When significant company news happens — such as the opening of a new facility, the relocation an office, or company-wide layoffs — your sales and marketing teams should move quickly and reach out to new buying groups.
However, it’s difficult and time-consuming to track company news. With ZoomInfo’s Scoops function, automated triggers and actions can keep track of company news. Instead of manually adding contacts to campaigns and lists, you’ll be able to stay focused on fostering customer relationships, prospecting sales, and closing deals.
Triggers
- Identify news signals within specific category types for your ICP
Actions
- Filter companies to meet specific criteria based on news category
- Source expanded set of contacts which meet your persona definition mapped to each news category
- Send records to your CRM
- Assign to a Account Owner
- Enroll in General News Campaign
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