Personnel changes create great prospecting opportunities. When a new person is hired, they typically look to make their mark in the first 90 days, including evaluating existing technology and services — and buying new ones.
Connecting with these new hires at the start of their new role gives you the chance to influence their agenda and increase the odds of winning a deal. Plus, a new job is a natural conversation starter because people will be fielding plenty of congratulations from their extended networks.
Personnel moves can also reveal strategic changes. Knowing which companies are expanding hiring in data science or corporate finance can tell you a lot about the direction they’re headed in the near future.
Triggers
- Identify tracked contacts that recently moved companies (tracked by a specific user with a specific origin tag)
Actions
- Automatically source contact information at new company
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Contact External Move Campaign
Messaging Template
Subject: Congratulations. We’re here to help you achieve your goals.
Body: Hi [first name]:
Congratulations on joining [account name].
As the new [job title], I imagine you’re working hard to get up to speed on things. I’d love to be a resource for you, to share what we’re seeing in this function at other firms and how we can help you achieve your goals.
[seniority specific ask]
Best,
[sales rep first name]
Ads Template
Tip:
Include your contacts and their new colleagues in your target audience to ensure any new stakeholders are familiar with your brand.
GPT Email Example
Company:
Persona:
Senior Business Development Manager
Subject: Introduction to ZoomInfo for Amazon Web Services
Hi Rebecca,
I hope this email finds you well. I wanted to reach out to you as I noticed you recently started a new position as Senior Business Development Manager at Amazon Web Services. I can imagine you will be facing a number of challenges in your new role, such as incomplete data on prospects, low connect rate, or connecting with gatekeepers.
That’s where ZoomInfo comes in. Our platform can help you solve these challenges by providing accurate, up-to-date data on prospects, so you can connect with the right people at the right time.
I would love to hear more about your specific challenges and how ZoomInfo can help. Are you available for a quick call next week to discuss further?
Best,
Matt
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Related Plays
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Win Back Churned Customers
Churned customers aren’t always gone for good. You can often win them back if you resolve their reasons for leaving, such as adding new features or improvements to a product.
Record the reasons for every lost customer and segment them into high-level categories, such as pricing, budget, product features, and customer experience. Capture relevant details, including desired features that didn’t exist or a problem with your customer service.
Start campaigns with messages tailored to these reasons that acknowledge prior limitations and subsequent improvements. Combine the message with a free trial offer to win back the customer.
Triggers
- Identify a company is ex-customer and churned more than three months ago
Actions
- Wait for established period of time
- Source expanded set of contacts based on previous product type and usage
- Send records to your CRM
- Assign to previous Account Owner
- Enroll in Win Back campaign
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Personnel News Signal External
Triggers
- Identify Scoop signals with specific scoop types and within specific departments at a company within your ICP
Actions
- Discover a set number of ZoomInfo contacts which meet your contact filters
- Send records to your CRM
- Assign to Account Owner
- Enroll in a Personnel News Signal External 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
View Play