Plays LibraryPre-Sales
Cold / New LeadsExpertHigh Impact

Account-Based Marketing

Generate and warm net-new demand

Sales Stage

Pre-Sales

Difficulty

Expert

Impact

High

Channels

Overview

Senior-level prospects at large accounts can be difficult to reach. This play is designed to influence accessible and responsive end-users to create a groundswell of demand. Eventually interest either reaches a tipping point where the prospective buyer is overwhelmed by internal demand for your solution or you leverage the aggregated results to create a compelling case. A good way to create groundswell is by offering a free trial to individual users at the account. Free trials allow them to test your product’s capabilities and experience its potential value. Run targeted campaigns through several channels, including social and display advertising, tailored landing pages, and SDR outreach.

Key Features

ABM Audiences

Data Types

Contact Data

Triggers

  • Dynamically add companies which meet your current ABM Saved Search criteria and have a very high score (~ top 100 target accounts)

Actions

  • Company-level workflow combining ads, email, phone, events, mail, events, and tailored landing pages
    • Filter companies using ZoomInfo company filters with specific criteria matching your ABM criteria (~100 or less)
    • Source all buyers which meet your persona definition
    • Send records to your CRM
    • Assign to a Account Owner
    • Enroll in (company specific) ABM Campaign

Default Natural Language Configuration

When accounts meet your ABM criteria and have a very high score (approximately top 100 target accounts) for any company, then:

  • Discover up to [number] ZoomInfo contacts that meet [select criteria] for your persona definition
  • Export to [select system] as [record type]
  • Assign to [select Account Owner]
  • Enroll in [select company-specific ABM campaign]

Standard Operating Procedure

1. Define ABM Criteria

  • Establish specific criteria for target accounts
  • Create saved search in ZoomInfo with ABM parameters

2. Identify Top Accounts

  • Use ZoomInfo scoring to select ~100 high-value target accounts
  • Dynamically update list as new companies meet criteria

3. Source Buyer Personas

  • Define buyer personas within target accounts
  • Utilize ZoomInfo to identify matching contacts

4. CRM Integration

  • Export discovered accounts and contacts to CRM
  • Assign account owners for personalized management

5. Develop Multi-Channel Strategy

  • Create tailored content for ads, email, phone, events, and direct mail
  • Design custom landing pages for each target account

6. Launch ABM Campaigns

  • Enroll accounts in company-specific ABM campaigns
  • Coordinate deployment across all chosen channels

7. Implement Free Trial Offer

  • Develop a free trial program for end-users
  • Promote trial through targeted campaigns

8. Monitor Engagement

  • Track user interactions across all channels
  • Aggregate usage and engagement metrics per account

9. Leverage Internal Demand

  • Identify accounts reaching tipping point of internal interest
  • Use aggregated data to build compelling case for decision-makers

10. Refine and Iterate

  • Analyze campaign performance regularly
  • Adjust strategies based on engagement and conversion data

Yield Model

Yield in $ Formula

Potential Yield = (VO * ADMER * CR / 10,000) * ADS

Key Drivers

Engagement Rate (ER)Conversion Rate (CR)Average Deal Size (ADS)Target Account Volume (TAV)

Driver Definitions

Engagement Rate (ER) This reflects the success in engaging the identified company's buying group or relevant contacts.

Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy.

Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited.

Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email template is designed for an Account-Based Marketing (ABM) play targeting users at large accounts. The goal is to create a groundswell of demand by influencing accessible end-users, ultimately reaching decision-makers. The email should be personalized, highlight the value of a free trial, and emphasize the multi-channel approach of the ABM campaign.

II. Information Included

The email will include personalized information between <context></context> for proper dynamic insertion:

  • Company Information: Insight into the prospect's company, including identified pain points and behavior from engagement history.
  • Signals & Behavior: Details on the account's engagement history and recent intent signals.
  • Account History: Includes documented CRM account history along with a complete history of conversation data recorded via Chorus Conversational Intelligence.
  • Contact Information: A group of five contacts across the buying committee, including the contact's role, persona information, and other details to personalize the email.
  • Content Library: Relevant content, such as upcoming webinars, whitepapers, or downloadable content that can be included as part of the follow-up.
  • Messaging: A comprehensive messaging library that addresses persona-specific and segment-specific pain points, delivering tailored content that aligns with the account's segment and the contact's role, making the outreach more relevant and impactful.

III. Email Structure

<email> <subject>{{Contact.FirstName}}, Unlock {{CompanyName}}'s Potential with a Personalized Free Trial</subject> <body> <p>Hi {{Contact.FirstName}},</p> <p>I hope this email finds you well. As {{Sender.Company}} continues to innovate in the {{Company.Industry}} space, we've identified {{CompanyName}} as a key player with significant growth potential.</p> <p>We've noticed that {{CompanyName}} has been {{Signals.RecentActivity}}. This aligns perfectly with our solution, which has helped similar companies achieve {{ValueProposition}}.</p> <p>To demonstrate the value we can bring to {{CompanyName}}, we're offering a personalized free trial of our platform. This trial is specifically tailored to address the unique challenges and opportunities we've identified for your organization:</p> <ul> <li>{{CustomBenefit1}}</li> <li>{{CustomBenefit2}}</li> <li>{{CustomBenefit3}}</li> </ul> <p>As part of our comprehensive ABM campaign, we're also:</p> <ul> <li>Hosting a webinar on {{Webinar.Topic}} that addresses {{SpecificPainPoint}}</li> <li>Offering a custom landing page with resources specific to {{CompanyName}}'s needs</li> <li>Providing exclusive content through our targeted advertising channels</li> </ul> <p>I'd love to schedule a brief call to discuss how we can tailor this trial to maximize its value for {{CompanyName}}. Are you available for a 15-minute chat this week?</p> <p>Looking forward to exploring how we can drive innovation and growth together.</p> <p>Best regards,</p> <p>{{Sender.Name}}</p> <p>{{Sender.Title}}, {{Sender.Company}}</p> <p>{{Sender.ContactDetails}}</p> </body> </email>

IV. Context

<context> <Company Information> **`{{Company Information}}`** </Company Information> --- <Signals & Behavior> **`{{Signals & Behavior}}`** </Signals & Behavior> --- <Account History> **`{{Account History}}`** </Account History> --- <Contact Information> **`{{Contact Information}}`** </Contact Information> --- <Content Library> **`{{Content Library}}`** </Content Library> --- <Messaging> `{{Messaging}}` </Messaging> </context>

V. Optimizations

  • Subject Line Personalization: Use the contact's name and company to create immediate relevance.
  • Engaging Opening: Reference recent company activity or achievements to show research and personalization.
  • Value-Driven Content: Highlight specific benefits tailored to the company's needs and industry challenges.
  • Multi-Channel Approach: Emphasize the comprehensive ABM campaign to showcase the depth of engagement opportunities.
  • Clear Call to Action: Propose a specific next step (15-minute call) to discuss the tailored free trial.
  • Polished Close: End with a forward-looking statement that emphasizes partnership and mutual growth.

Merge Tokens Used

{{Contact.FirstName}}{{CompanyName}}{{Sender.Company}}{{Company.Industry}}{{SignalsAndBehavior.RecentActivity}}{{ValueProposition}}{{Benefit}}{{Webinar.Topic}}{{PainPoint}}{{Sender.Name}}{{Sender.Title}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Account-Based Marketing --- **🔁 Triggers** - Dynamically add companies which meet your current ABM Saved Search criteria and have a very high score (~ top 100 target accounts) --- **⚡️ Actions** - Company-level workflow combining ads, email, phone, events, mail, events, and tailored landing pages - Filter companies using ZoomInfo company filters with specific criteria matching your ABM criteria (~100 or less) - Source all buyers which meet your persona definition - Send records to your CRM - Assign to a Account Owner - Enroll in (company specific) ABM Campaign --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Senior-level prospects at large accounts can be difficult to reach. This play is designed to influence accessible and responsive end-users to create a groundswell of demand. Eventually interest either reaches a tipping point where the prospective buyer is overwhelmed by internal demand for your solution or you leverage the aggregated results to create a compelling case. A good way to create groundswell is by offering a free trial to individual users at the account. Free trials allow them to test your product’s capabilities and experience its potential value. Run targeted campaigns through several channels, including social and display advertising, tailored landing pages, and SDR outreach.  --- **✏️ Default Natural Language** When **accounts meet your ABM criteria and have a very high score** (approximately top 100 target accounts) for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **[select criteria]** for your persona definition - Export to **[select system]** as **[record type]** - Assign to **[select Account Owner]** - Enroll in **[select company-specific ABM campaign]** --- **Explainer-Video-Script** Having trouble getting in touch with senior-level prospects at enterprise companies? Use our Enterprise Account-Based Marketing play! To generate demand for your products within your target enterprise accounts, you need to employ an omni-channel marketing strategy - emails, social, display, direct mail, gifting, unique web experiences, events, and more - aligned to a single message per account. This is sure to create buzz about your solutions. First, grab all the relevant personas at each account, both the buying committee and influencer level contacts. Identify the right combination of channels and offers for each, and deploy all tactics of the campaign at once. With a cohesive message targeting all levels within the company, you’ll be sure to land that hard-to-get executive meeting as you build ground swell. --- **🏷Features)** ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Define ABM Criteria - Establish specific criteria for target accounts - Create saved search in ZoomInfo with ABM parameters ## 2. Identify Top Accounts - Use ZoomInfo scoring to select ~100 high-value target accounts - Dynamically update list as new companies meet criteria ## 3. Source Buyer Personas - Define buyer personas within target accounts - Utilize ZoomInfo to identify matching contacts ## 4. CRM Integration - Export discovered accounts and contacts to CRM - Assign account owners for personalized management ## 5. Develop Multi-Channel Strategy - Create tailored content for ads, email, phone, events, and direct mail - Design custom landing pages for each target account ## 6. Launch ABM Campaigns - Enroll accounts in company-specific ABM campaigns - Coordinate deployment across all chosen channels ## 7. Implement Free Trial Offer - Develop a free trial program for end-users - Promote trial through targeted campaigns ## 8. Monitor Engagement - Track user interactions across all channels - Aggregate usage and engagement metrics per account ## 9. Leverage Internal Demand - Identify accounts reaching tipping point of internal interest - Use aggregated data to build compelling case for decision-makers ## 10. Refine and Iterate - Analyze campaign performance regularly - Adjust strategies based on engagement and conversion data --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging --- **🪙 Email tokens Used** Contact.FirstName, CompanyName, Sender.Company, Company.Industry, SignalsAndBehavior.RecentActivity, ValueProposition, Benefit, Webinar.Topic, PainPoint, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VO * ADMER * CR / 10,000) * ADS --- **🟨 Yield Key Drivers** Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Engagement Rate (ER) This reflects the success in engaging the identified company's buying group or relevant contacts. Conversion Rate (CR) This metric indicates the proportion of leads that convert into customers. A higher conversion rate suggests a more effective engagement and follow-up strategy. Average Deal Size (ADS) This refers to the average revenue generated from each successful deal. Maximizing the average deal size is essential for increasing overall revenue, especially when the number of conversions is limited. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>