Cold / New LeadsExpertMedium Impact

Competitive Tech Uninstall

Generate and warm net-new demand

Sales Stage

Pre-Sales

Difficulty

Expert

Impact

Medium

Channels

Overview

A competitor's customers can be a great source of new business - if you can get plugged into the right signals. Companies that churn from your competitors are already educated on your value proposition and understand its potential. This makes them well-positioned to find a better solution - you. Use technographic data to monitor and alert you when a target company in your total addressable market (TAM) drops a competitive technology from their stack. Automatically discover ZoomInfo contacts at these companies that fit the Buying Committee for those technologies. Create a play specific to each targeted technology and pair specific outbound email messaging for each technology identified.

Key Features

TechnographicsSignal: Technology TrackingABM Audiences

Data Types

Contact DataCompany Data

Triggers

Take action on signals for specific technologies dropped at a company within your ICP (ideal customer profile)

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 drops 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 system to monitor specific competitor technologies
Define criteria for identifying technology drops within target companies

2. Define Target Audience

Establish saved search parameters for companies within ICP
Set contact criteria for Buying Committee (e.g., management level, department)

3. Automated Signal Detection

Monitor for technology drop signals in target companies
Trigger lead discovery process when a signal is detected

4. ZoomInfo Contact Discovery

Automatically search for up to 20 contacts meeting defined criteria
Ensure discovered contacts align with Buying Committee profiles

5. Data Export and Enrichment

Export discovered contacts to specified business system (CRM, MAT, SEP)
Enrich contact and company data as needed

6. Lead Assignment

Automatically assign leads to designated sales team member

7. Campaign Enrollment

Create targeted campaign specific to the dropped technology
Enroll discovered contacts into the campaign

8. Multi-Channel Outreach

Implement outreach across various channels (email, phone, ads, mail, etc.)
Tailor messaging to address the specific dropped technology

9. Performance Tracking

Monitor engagement and conversion metrics for the campaign
Analyze effectiveness of timing and messaging

10. Continuous Refinement

Regularly review and update technology tracking parameters
Refine contact discovery criteria based on campaign performance
Adjust outreach strategy and messaging for optimal results

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 uninstalled a competitor's technology. The goal is to capitalize on this opportunity by introducing our solution as a superior alternative, addressing the pain points that likely led to the uninstallation.

II. Information Included

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

Uninstalled Technology: Details about the competitor's technology that was uninstalled.
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 uninstalled {{UninstalledTechnology}}. As someone who's been in the industry for a while, I understand the challenges that can lead to such a decision. At {{Sender.Company}}, we've developed a solution that addresses many of the common pain points associated with {{UninstalledTechnology}}, including: <ul> <li>{{PainPoint1}}</li> <li>{{PainPoint2}}</li> <li>{{PainPoint3}}</li> </ul> Our clients have seen significant improvements in {{BenefitArea}}, with an average {{ImprovementMetric}}. I'd love to show you how we could achieve similar results for {{CompanyName}}. Would you be open to a brief call next week to discuss how we can help streamline your {{RelevantProcess}}? I'm available on {{ProposedDate1}} or {{ProposedDate2}}. In the meantime, you might find this {{ContentLibrary.RelevantResource}} helpful. It provides insights into how companies similar to yours have optimized their {{RelevantProcess}} after switching to our solution. Looking forward to connecting, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Uninstalled Technology> **`{{Uninstalled Technology}}`** </Uninstalled Technology> --- <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}}, ready for a better alternative to {{UninstalledTechnology}}?"
Engaging Opening: Acknowledge the uninstallation of the competitor's technology to show relevance and timeliness.
Value-Driven Content: Focus on addressing the pain points that likely led to the uninstallation and highlight the benefits of your solution.
Call to Action: Propose a specific time for a call or demo to discuss how your solution can help.
Polished Close: Include a relevant resource to provide immediate value and encourage further engagement.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompanyName}}{{UninstalledTechnology}}{{PainPoint}}{{Benefit}}{{ImprovementMetric}}{{RelevantProcess}}{{ProposedDate}}{{ContentLibrary.Resource}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Competitive Tech Uninstall --- **🔁 Triggers** - Take action on signals for specific technologies dropped at a company within your ICP (ideal customer profile) --- **⚡️ 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** A competitor's customers can be a great source of new business - if you can get plugged into the right signals. Companies that churn from your competitors are already educated on your value proposition and understand its potential. This makes them well-positioned to find a better solution - you. Use technographic data to monitor and alert you when a target company in your total addressable market (TAM) drops a competitive technology from their stack. Automatically discover ZoomInfo contacts at these companies that fit the Buying Committee for those technologies. Create a play specific to each targeted technology and pair specific outbound email messaging for each technology identified. --- **✏️ Default Natural Language** When a company drops **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 reach prospects right when they uninstall your competitor’s tools? Run the Technographics Based Targeting play! The moment you notice a company drops a competing or adjacent technology, you’ve got to be there. The prospect already knows the value a solution like yours can offer and is likely looking for a better option. Simply choose the competing technology and a campaign tailored to this scenario. Now, when a company drops this tech, the company will automatically be enrolled in the campaign allowing you to capitalize. --- **🏷Features)** Technographics, Signal: Technology Tracking, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Set Up Technology Tracking - Configure system to monitor specific competitor technologies - Define criteria for identifying technology drops within target companies ## 2. Define Target Audience - Establish saved search parameters for companies within ICP - Set contact criteria for Buying Committee (e.g., management level, department) ## 3. Automated Signal Detection - Monitor for technology drop signals in target companies - Trigger lead discovery process when a signal is detected ## 4. ZoomInfo Contact Discovery - Automatically search for up to 20 contacts meeting defined criteria - Ensure discovered contacts align with Buying Committee profiles ## 5. Data Export and Enrichment - Export discovered contacts to specified business system (CRM, MAT, SEP) - Enrich contact and company data as needed ## 6. Lead Assignment - Automatically assign leads to designated sales team member ## 7. Campaign Enrollment - Create targeted campaign specific to the dropped technology - Enroll discovered contacts into the campaign ## 8. Multi-Channel Outreach - Implement outreach across various channels (email, phone, ads, mail, etc.) - Tailor messaging to address the specific dropped technology ## 9. Performance Tracking - Monitor engagement and conversion metrics for the campaign - Analyze effectiveness of timing and messaging ## 10. Continuous Refinement - Regularly review and update technology tracking parameters - Refine contact discovery criteria based on campaign performance - Adjust outreach strategy and messaging for optimal results --- **🪙 RAG Inputs Used (Broad)** Uninstalled Technology, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, UninstalledTechnology, PainPoint, Benefit, ImprovementMetric, RelevantProcess, ProposedDate, ContentLibrary.Resource, Sender.Name, Sender.Title, Sender.Company, 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>