Cold / New LeadsIntermediateHigh Impact

Competitive Tech Added

Generate and warm net-new demand

Sales Stage

Pre-Sales

Difficulty

Intermediate

Impact

High

Channels

Overview

Use technology trackers to identify when your target customers buy from your competitors and find the exact right time to launch a "switch to us" campaign. Automatically reach out to them 6 to 9 months after they contract with your competitors to compete for the presumed pending renewal. Implement this play multiple times, one for each competitor, with email copy specifically mentioning the competitor with reasons to consider switching to your product.

Key Features

TechnographicsABM AudiencesSignal: Technology Tracking

Data Types

Contact DataCompany Data

Triggers

Identify signals for competitive technologies added at a company within your ICP

Actions

Discover a set number of ZoomInfo contacts which meet your contact filters
Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When a company adds select technology and any company then discover up to 20 ZoomInfo contacts which select criteria then export to select system as record type and select campaign and assign to select user

Standard Operating Procedure

1. Set Up Technology Tracking

Configure ZoomInfo's Technographics feature
Define target competitor technologies to monitor

2. Define Target Criteria

Establish saved search parameters for companies in your ICP
Set contact criteria (e.g., management level, department)

3. Automated Competitive Intelligence

Monitor for new companies adopting competitor technologies
Trigger contact discovery process in ZoomInfo

4. Contact Discovery and Export

Discover up to 20 ZoomInfo contacts meeting criteria
Export contacts to chosen business system (CRM, MAT, SEP, CSV)

5. Lead Assignment

Automatically assign leads to designated sales team member

6. Campaign Enrollment (Optional)

Create "switch to us" email campaign highlighting competitive advantages
Enroll discovered contacts into the campaign

7. Multi-Channel Engagement

Implement outreach across various channels (email, text, mail, events, ads, chat, phone)

8. Timing Optimization

Schedule outreach 6-9 months after competitor technology adoption

9. Competitor-Specific Messaging

Develop unique email templates for each competitor
Emphasize specific reasons to switch from each competitor

10. Performance Monitoring

Track engagement and conversion metrics
Adjust strategy based on performance data

11. Continuous Refinement

Regularly review and update target technologies and criteria
Refine messaging based on market trends and feedback

Yield Model

Yield in $ Formula

Potential Yield = (TAV * SR * ER * CR / 10^6) * ADS

Key Drivers

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

Driver Definitions

Signal Relevance (SR) This metric assesses how closely the identified intent signals match the product or service offerings - a higher SR indicates that the intent signals are more accurately aligned with the offering.

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 targets prospects whose companies have recently added competitive technology. The goal is to launch a "switch to us" campaign, highlighting the advantages of our product over the competitor's solution.

II. Information Included

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

Competitive Tech Information: Details about the specific competitor technology detected and when it was added.
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.
Copilot AI Account Summary: A summary that merges ZoomInfo data, customer CRM data, email communications, and call recordings, offering a clear overview of the account's pain points and strategic goals, along with actionable next steps.

III. Email Structure

<email> <subject>{{Personalized Subject Line}}</subject> <body> Hi {{Contact.FirstName}}, I noticed that {{CompanyName}} recently implemented {{CompetitiveTech.Name}}. While it's a solid choice, I wanted to reach out and share how our solution at {{Sender.Company}} could provide even more value for your team. Here are a few key advantages we offer over {{CompetitiveTech.Name}}: <ul> <li>{{ValueProp1}}</li> <li>{{ValueProp2}}</li> <li>{{ValueProp3}}</li> </ul> I'd love the opportunity to demonstrate how we compare and potentially offer a more tailored solution for {{CompanyName}}'s specific needs. Would you be open to a brief call next week to discuss? In the meantime, I thought you might find this {{ContentLibrary.RelevantResource}} interesting. It provides insights on {{ContentTopic}} that could be valuable for your team. Looking forward to connecting, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Competitive Tech Information> **`{{Competitive Tech Information}}`** </Competitive Tech Information> --- <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> --- <Copilot AI Account Summary> **`{{Copilot AI Account Summary}}`** </Copilot AI Account Summary> </context>

V. Optimizations

Subject Line Personalization: E.g., "{{Contact.FirstName}}, enhance your {{CompetitiveTech.Name}} experience with {{Sender.Company}}"
Engaging Opening: Acknowledge the prospect's recent technology adoption to show relevance and timeliness.
Value-Driven Content: Highlight specific advantages over the competitor's solution, tailored to the prospect's industry or known pain points.
Call to Action: Offer a demonstration or brief call to discuss how your solution compares to the competitor's.
Polished Close: Provide additional value with relevant content and express enthusiasm for potential collaboration.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompanyName}}{{CompetitiveTech.Name}}{{Sender.Company}}{{ValueProposition}}{{ContentLibrary.Resource}}{{ContentTopic}}{{Sender.Name}}{{Sender.Title}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Competitive Tech Added --- **🔁 Triggers** - Identify signals for competitive technologies added at a company within your ICP --- **⚡️ Actions** - Discover a set number of ZoomInfo contacts which meet your contact filters - Export - Send records to your business system (CRM, MAT, SEP, CSV) - Assign to a User - Then enroll in a Campaign (optional) --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Use technology trackers to identify when your target customers buy from your competitors and find the exact right time to launch a "switch to us" campaign. Automatically reach out to them 6 to 9 months after they contract with your competitors to compete for the presumed pending renewal. Implement this play multiple times, one for each competitor, with email copy specifically mentioning the competitor with reasons to consider switching to your product. --- **✏️ Default Natural Language** When a company adds **select technology** and **any company** then discover **up to 20** ZoomInfo contacts which **select criteria** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to beat out your competitors when their contract is up for renewal? Run the competitive tech targeting play and leave your competition in the dust. Instead of viewing prospects using your competitor as a lost cause, take this as a signal that your solution would be a good long-term fit. Selling to these prospects can be easier as they already know the value of a product like yours. Enroll them in a campaign that specifically calls out your differentiators and where your competition falls short. This work should position you to win their business in the long run and overtake the competition. --- **🏷Features)** Technographics, ABM Audiences, Signal: Technology Tracking --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Set Up Technology Tracking - Configure ZoomInfo's Technographics feature - Define target competitor technologies to monitor ## 2. Define Target Criteria - Establish saved search parameters for companies in your ICP - Set contact criteria (e.g., management level, department) ## 3. Automated Competitive Intelligence - Monitor for new companies adopting competitor technologies - Trigger contact discovery process in ZoomInfo ## 4. Contact Discovery and Export - Discover up to 20 ZoomInfo contacts meeting criteria - Export contacts to chosen business system (CRM, MAT, SEP, CSV) ## 5. Lead Assignment - Automatically assign leads to designated sales team member ## 6. Campaign Enrollment (Optional) - Create "switch to us" email campaign highlighting competitive advantages - Enroll discovered contacts into the campaign ## 7. Multi-Channel Engagement - Implement outreach across various channels (email, text, mail, events, ads, chat, phone) ## 8. Timing Optimization - Schedule outreach 6-9 months after competitor technology adoption ## 9. Competitor-Specific Messaging - Develop unique email templates for each competitor - Emphasize specific reasons to switch from each competitor ## 10. Performance Monitoring - Track engagement and conversion metrics - Adjust strategy based on performance data ## 11. Continuous Refinement - Regularly review and update target technologies and criteria - Refine messaging based on market trends and feedback --- **🪙 RAG Inputs Used (Broad)** Competitive Tech Information, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, CompetitiveTech.Name, Sender.Company, ValueProposition, ContentLibrary.Resource, ContentTopic, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * SR * ER * CR / 10^6) * ADS --- **🟨 Yield Key Drivers** Signal Relevance (SR), Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Signal Relevance (SR) This metric assesses how closely the identified intent signals match the product or service offerings - a higher SR indicates that the intent signals are more accurately aligned with the offering. 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>