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
Messaging Template
Subject: Ensuring a successful [acquisition]
Body: Hi [first name]:
Congratulations on the acquisition of [acquired company name]. I’m sure merging these businesses will be a major key to your [year] success.
As you combine [systems or processes], we can help ensure a smooth transition. In [year], we helped [similar reference customer] with a [type of merger or acquisition]. Check out this case study to learn more. [insert link]
Can we get on a call to walk you through how [your company] optimizes your post-acquisition [action related to value prop]? What time works to connect?
Thanks,
[sales rep first name]
Ads Template
Tip:
Keep your audience broad for this campaign to ensure your brand is top of mind for anyone in the org that could influence your ultimate decision-maker.
GPT Email Example
Company:
Persona:
Director of Sales
Subject: Enhance Your Sales Strategy with ZoomInfo
Hi Ben,
I hope this email finds you well. I noticed that your company recently made the news and I wanted to reach out to discuss how ZoomInfo can enhance your sales strategy.
As the Director of Sales, I know you’re always looking for ways to improve your team’s efficiency and effectiveness. Our solutions can help you identify new leads, better understand your target market, and improve your team’s productivity.
I would like to schedule a meeting to discuss how we can help you achieve your sales goals. Given that you already use HubSpot and Salesloft, I believe our solutions will integrate seamlessly with your existing tools.
Looking forward to hearing from you.
Best,
Bernie
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Tech Install Targeting
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
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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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Funding Round Signal
When a company receives a round of funding, it’s a strong signal that they are likely to begin making new investments to grow their business. It’s an event worthy of congratulations and a natural conversation starter.
But it’s not easy to manually track when every company receives funding. With ZoomInfo’s Funding function, you can identify prospect companies and trigger automated workflows to send an email congratulating them on the funding round, introduce your company, and educate the prospect on how you can help turn their new funding into future growth. By automating this workflow, reps can get a jump start on outreach.
Triggers
- Identify companies with funding rounds of a particular round, size and source
Actions
- Filter companies to reduce the records to meet specific criteria mapped funding news
- Source expanded set of contacts which meet your persona definition mapped funding news
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Funding Round Campaign
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