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
Messaging Template
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]
Ads Template
Tip:
Target Manager+ with high frequency when they reach an 80+ intent signal score to capitalize on spiking intent at the right moment.
GPT Email Example
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
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Related Plays
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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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Review Site Intent
You can purchase intent data from review sites to identify prospects that are further along in the buying process and actively in the market for solutions. This “late stage” intent data provides visibility into who is researching your category, specific products, or competitors (and possible alternatives).
Take your campaign to the next level by using company visitor information. Enhance the data to identify Buying Committee members at the interested companies.
Target these ready prospects with an automated email campaign that outlines what makes your product a better alternative to competitors’ solutions.
Triggers
- Identify companies which now meet your Saved Search company filter criteria including views of review sites
Actions
- Source expanded set of contacts which meet your personas mapped to review category
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Review Site 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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