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
Messaging Template
Subject line: [customer problem] shouldn’t be the roadblock
Email: Hello [first name],
My name is [your name]. I’m the [job title] here at [your company name]. I understand that previously we couldn’t come to a renewal agreement because [outline customer concerns].
I see a strong use case here, and I believe our new [product feature or customer service upgrade] addresses [customer concerns]. We can also get the price to a place that makes sense for you.
Would it be worth a few minutes to talk to find what works for you?
Cheers,
[sales rep name]
Ads Template
Tip:
A/B test multiple creative assets with each management level to determine which new features are the most attractive to winback accounts.
GPT Email Example
Company:
Persona:
Global Head of Lead Gen Marketing
Subject: Cost-effective solution for lead gen
Hi Matt,
I hope this email finds you well. I wanted to reach out to you because I remember our conversation from 12 months ago when we were discussing ZoomInfo’s solution for lead generation. I regret that we were not able to come to an agreement at that time as the cost of our product was a concern for you.
I am writing to let you know that we now have a more cost-effective version of our product that might be a good fit for Square. Our solution can help you identify and target key decision makers, as well as generate accurate and up-to-date leads.
I would love to schedule a meeting with you to discuss how our new solution can benefit your lead generation efforts. Please let me know if this is something you would be interested in.
Best regards,
Jon Dommes
Senior Account Manager, Strategic Accounts
ZoomInfo
Related Plays
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Contact External Move
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
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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
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