Congratulate Promotions

Personnel changes at a customer create great upsell opportunities. When an internal executive is promoted, they typically look to make their mark in the first 90 days, including evaluating existing technology and services - and buying new ones. Getting in front of these executives early gives you the chance to increase your odds of expanding your contract into a new department, sell more seats, etc. When the personnel tracker in ZoomInfo notifies you of an internal promotion at a customer you can automate sending a congratulatory message to capture this opportunity. Plus, a new job is a natural conversation starter, since people are already fielding plenty of congratulations from their extended networks.

<play> **PLAY NAME** Congratulate Promotions --- **🔁 Triggers** - Identify contact with new management level within specific departments at a company within your ICP --- **⚡️ Actions** - 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** 🔒 Retention --- **➡️ Channels** ✉️ Email, 💬 Text, 📞 Phone --- **✏️ Summary** Personnel changes at a customer create great upsell opportunities. When an internal executive is promoted, they typically look to make their mark in the first 90 days, including evaluating existing technology and services - and buying new ones. Getting in front of these executives early gives you the chance to increase your odds of expanding your contract into a new department, sell more seats, etc. When the personnel tracker in ZoomInfo notifies you of an internal promotion at a customer you can automate sending a congratulatory message to capture this opportunity. Plus, a new job is a natural conversation starter, since people are already fielding plenty of congratulations from their extended networks. --- **✏️ Default Natural Language** When someone tracked by **select user(s)** changes roles then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to congratulate prospects when they receive a promotion? Use the Promotion Congratulations play! Acknowledging personnel changes is a great opportunity for upsell, as those that are promoted typically look to make their mark in the first 90 days. This mark often includes evaluating existing technology and services — and buying new ones. Getting in front of these new leaders early gives you the chance to increase your odds of expanding your existing contract or pitching a feature that may have fallen flat before. Use this play and you’ll make a great first impression that is sure to lead to plenty of new opportunities. --- **🏷Features)** Contact Tracking, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Set Up Contact Tracking - Configure ZoomInfo to track key contacts at target companies - Define criteria for tracking promotions and role changes ## 2. Define Target Audience - Establish parameters for companies within your ICP - Set criteria for relevant departments and management levels ## 3. Monitor for Promotions - Continuously scan tracked contacts for role changes - Trigger alerts when promotions are detected ## 4. Data Export and Enrichment - Export promoted contact details to chosen business system (CRM, MAT, SEP) - Enrich contact and company data as necessary ## 5. Lead Assignment - Automatically assign promoted contacts to appropriate team members ## 6. Campaign Enrollment (Optional) - Create congratulatory email campaign - Enroll promoted contacts into the campaign ## 7. Multi-Channel Outreach - Implement congratulatory messages across email, text, and phone - Tailor messaging to highlight expanded services relevant to new role ## 8. Follow-Up Strategy - Schedule follow-up touchpoints within the first 90 days of promotion - Prepare tailored upsell/cross-sell proposals based on new responsibilities ## 9. Performance Tracking - Monitor engagement rates and conversion metrics - Analyze success in expanding contracts or selling new services ## 10. Continuous Refinement - Regularly review and adjust tracking criteria and outreach strategies - Update messaging based on feedback and success rates --- **🪙 RAG Inputs Used (Broad)** Promotion Information, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, PromotionInformation, CompanyName, Sender.Company, ProductService, ValueProposition, Contact.Industry, Benefit, ProposedDateTime, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VP * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Volume of Promotions (VP) --- **🟨 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 Promotions (VP) This metric represents the total number of internal promotions within your client base or contacts that are identified for this strategy. It provides the base number of potential upsell opportunities available through this approach. --- </play>