Competitor Mentions
Accelerate deals and win the business
Sales Stage
Pre-Sales
Difficulty
Expert
Impact
High
Channels
Overview
When researching technology, buyers often encounter tons of information about available options. But they don't always get the full picture of how one solution compares to another. When a competitor is mentioned on a sales call, set up an automated nurture program that highlights the advantages of your product over that competitor's product. This allows you to inform the buyer about your solution relative to the competitive landscape, regardless of the individual sales rep.
Key Features
Data Types
Triggers
- Identify companies or contacts which met a Chorus Tracker criteria
Actions
- Discover a set number of ZoomInfo contacts which meet your contact filters
- Filter records using external business systems (Salesforce, HubSpot, Dynamics, Marketo, etc) to reduce the records to meet specific criteria
- Add the Company to a MarketingOS Audience to deploy a digital advertising campaign
Default Natural Language Configuration
When a competitor is mentioned on a sales call for any company, then:
- Discover up to 20 ZoomInfo contacts that meet select criteria
- Filter records using select external filter
- Add the Company to a select MarketingOS audience to deploy a digital advertising campaign
- Assign to select user
Standard Operating Procedure
1. Set Up Competitor Mention Tracking
- Configure Chorus Tracker to identify competitor mentions
- Establish criteria for triggering the workflow
2. Define Target Audience
- Set parameters for ZoomInfo contact discovery
- Specify management level and department criteria
3. Automated Contact Discovery
- Trigger ZoomInfo search for up to 20 contacts meeting criteria
- Ensure focus on decision-makers in relevant departments
4. External Data Filtering
- Integrate with external business systems (Salesforce, HubSpot, etc.)
- Apply additional filters to refine contact list
5. MarketingOS Audience Creation
- Create a dedicated audience in MarketingOS
- Add filtered contacts to the audience
6. Competitive Positioning Campaign
- Develop digital advertising campaign highlighting product advantages
- Customize messaging based on mentioned competitor
7. Multi-Channel Deployment
- Activate campaign across multiple channels (email, ads, etc.)
- Ensure consistent messaging across all touchpoints
8. Competitive Intelligence Notification
- Flag conversations with competitor mentions
- Alert relevant team members for competitive analysis
9. Performance Tracking
- Monitor engagement rates and conversion metrics
- Analyze effectiveness of competitive positioning
10. Continuous Refinement
- Regularly update competitor differentiation points
- Adjust campaign strategy based on performance data
Yield Model
Yield in $ Formula
Potential Yield = (VCM * CR / 100) * ADSKey Drivers
Driver Definitions
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.
Volume of Competitor Mentions (VCM) This metric represents the total number of times competitors are mentioned by potential customers, which triggers your nurture programs. It provides the base number of opportunities to engage and convert leads through this strategy.
AI Agent Prompt Template
I. Prompt Instructions - Overview
This email template is designed for the "Competitor Mentions" GTM Play. It targets prospects and their Buying Committee after a competitor is mentioned in a sales call. The goal is to highlight your product's advantages over the competitor's offering, providing a comprehensive comparison to inform the buyer's decision-making process.
II. Information Included
The email will include personalized information between <context></context> for proper dynamic insertion:
- Competitor Information: Details about the competitor mentioned and key differentiators.
- 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 competitive comparison sheets, case studies, or whitepapers that highlight your product's advantages.
- Messaging: Tailored messaging that addresses persona-specific and segment-specific pain points, focusing on competitive differentiation.
- 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 Addressing Competitive Comparison}}</subject> <body> <p>Hi {{Contact.FirstName}},</p> <p>I hope this email finds you well. I noticed that {{CompetitorName}} came up in our recent conversation, and I wanted to provide some additional insights to help you make the most informed decision for {{CompanyName}}.</p> <p>While {{CompetitorName}} offers {{BriefCompetitorDescription}}, our solution stands out in several key areas:</p> <ul> <li>{{DifferentiatorPoint1}}</li> <li>{{DifferentiatorPoint2}}</li> <li>{{DifferentiatorPoint3}}</li> </ul> <p>I've attached a detailed comparison sheet that illustrates how our offering addresses {{CompanyName}}'s specific needs, particularly in {{SpecificPainPoint}}.</p> <p>Additionally, I thought you might find this case study interesting: {{CaseStudyLink}}. It showcases how a company similar to yours achieved {{SpecificResult}} after choosing our solution over {{CompetitorName}}.</p> <p>I'd be happy to schedule a follow-up call to discuss these points in more detail and answer any questions you may have. How does your calendar look next {{Day}}?</p> <p>Best regards,</p> <p>{{Sender.Name}}</p> <p>{{Sender.Title}}, {{Sender.Company}}</p> <p>{{Sender.ContactDetails}}</p> </body> </email>IV. Context
<context> <Competitor Information> **`{{Competitor Information}}`** </Competitor 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., "{{CompanyName}}: How We Compare to {{CompetitorName}}"
- Engaging Opening: Acknowledge the recent conversation and the mention of the competitor to show attentiveness.
- Value-Driven Content: Focus on key differentiators and how they specifically address the prospect's needs.
- Call to Action: Offer a follow-up call to discuss the comparison in more detail.
- Polished Close: Keep the tone helpful and informative, positioning yourself as a trusted advisor in the decision-making process.x
Merge Tokens Used
{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompetitorName}}{{CompanyName}}{{BriefCompetitorDescription}}{{DifferentiatorPoint}}{{PainPoint}}{{CaseStudyLink}}{{SpecificResult}}{{Day}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}Play Description for LLM
<play> **PLAY NAME** Competitor Mentions --- **🔁 Triggers** - Identify companies or contacts which met a Chorus Tracker criteria --- **⚡️ Actions** - Discover a set number of ZoomInfo contacts which meet your contact filters - Filter records using external business systems (Salesforce, HubSpot, Dynamics, Marketo, etc) to reduce the records to meet specific criteria - Add the Company to a MarketingOS Audience to deploy a digital advertising campaign --- **✅ Goal / Problem to Solve** 🤝 Opportunity to Close --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** When researching technology, buyers often encounter tons of information about available options. But they don't always get the full picture of how one solution compares to another. When a competitor is mentioned on a sales call, set up an automated nurture program that highlights the advantages of your product over that competitor's product. This allows you to inform the buyer about your solution relative to the competitive landscape, regardless of the individual sales rep. --- **✏️ Default Natural Language** When a **competitor is mentioned** on a sales call for **any company**, then: - Discover **up to 20** ZoomInfo contacts that meet **select criteria** - Filter records using **select external filter** - Add the Company to a **select MarketingOS audience** to deploy a digital advertising campaign - Assign to **select user** --- **Explainer-Video-Script** Want to get in front of your competitors? The Competitor Mentions play keeps you in the lead. Using a call tracking or conversation intelligence solution, you can automatically track and be notified when your competition is mentioned in emails and meetings. Enroll the buying committee, at the company who is mentioning your competitors, in a campaign that highlights your value compared to your competition. Now, you’ll remain top of mind as the superior option. --- **🏷Features)** Conversation Intelligence --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Set Up Competitor Mention Tracking - Configure Chorus Tracker to identify competitor mentions - Establish criteria for triggering the workflow ## 2. Define Target Audience - Set parameters for ZoomInfo contact discovery - Specify management level and department criteria ## 3. Automated Contact Discovery - Trigger ZoomInfo search for up to 20 contacts meeting criteria - Ensure focus on decision-makers in relevant departments ## 4. External Data Filtering - Integrate with external business systems (Salesforce, HubSpot, etc.) - Apply additional filters to refine contact list ## 5. MarketingOS Audience Creation - Create a dedicated audience in MarketingOS - Add filtered contacts to the audience ## 6. Competitive Positioning Campaign - Develop digital advertising campaign highlighting product advantages - Customize messaging based on mentioned competitor ## 7. Multi-Channel Deployment - Activate campaign across multiple channels (email, ads, etc.) - Ensure consistent messaging across all touchpoints ## 8. Competitive Intelligence Notification - Flag conversations with competitor mentions - Alert relevant team members for competitive analysis ## 9. Performance Tracking - Monitor engagement rates and conversion metrics - Analyze effectiveness of competitive positioning ## 10. Continuous Refinement - Regularly update competitor differentiation points - Adjust campaign strategy based on performance data --- **🪙 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, CompetitorName, CompanyName, BriefCompetitorDescription, DifferentiatorPoint, PainPoint, CaseStudyLink, SpecificResult, Day, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VCM * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Volume of Competitor Mentions (VCM) --- **🟨 Yield Driver Definitions** 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. Volume of Competitor Mentions (VCM) This metric represents the total number of times competitors are mentioned by potential customers, which triggers your nurture programs. It provides the base number of opportunities to engage and convert leads through this strategy. --- </play>