Cross-sell Targeting

First time buyers are often hesitant to take on more than they can handle. They often want to prove the value of a product with a smaller purchase, before making bigger investments. To support new buyers and create upsell opportunities, circle back to them 90 days after the purchase, to confirm the value of the relationship and to demonstrate additional products that can help them achieve their goals.

<play> **PLAY NAME** Cross-sell Targeting --- **🔁 Triggers** - Identify existing customers who have strong adoption, but have not adopted all products --- **⚡️ Actions** - Wait for a period of time - 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** ⬆️ Upsell & Cross-sell --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** First time buyers are often hesitant to take on more than they can handle. They often want to prove the value of a product with a smaller purchase, before making bigger investments. To support new buyers and create upsell opportunities, circle back to them 90 days after the purchase, to confirm the value of the relationship and to demonstrate additional products that can help them achieve their goals.  --- **✏️ Default Natural Language** When **90 days have passed since initial purchase** for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **[select criteria]** - Export to **[select system]** as **[record type]** - Enroll in **[select cross-sell campaign]** - Assign to **[select account manager]** --- **Explainer-Video-Script** Are you looking to increase cross-sell revenue? Make it simple with the Customer Cross-sell play. New customers often start with a smaller sampling of your complete offering. If you sell multiple products, automate post-sale outreach about your other offerings. We recommend allowing 90 days to enroll closed won deals in a campaign showcasing what else you have to offer. This gives them time to prove the value of their original purchase and be open to adding on additional products or functionality. --- **🏷Features)** CRM Sync, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify High-Potential Customers - Analyze customer adoption data - Flag accounts with strong product usage but incomplete product suite adoption ## 2. Configure Timing Trigger - Set up 90-day post-purchase trigger - Ensure account is in good standing before proceeding ## 3. Data Preparation - Export relevant customer data - Enrich with additional account and contact information as needed ## 4. System Integration - Send prepared data to appropriate business systems (CRM, MAT, SEP) - Ensure data accuracy and completeness ## 5. Assignment and Ownership - Automatically assign accounts to designated team members - Update ownership records in relevant systems ## 6. Campaign Development - Create targeted cross-sell email campaign - Customize messaging to highlight complementary products ## 7. Campaign Enrollment - Enroll identified accounts in the cross-sell campaign - Schedule automated follow-ups and reminders ## 8. Multi-Channel Engagement - Implement outreach across various channels (email, phone, in-app, etc.) - Coordinate messaging across all touchpoints ## 9. Performance Tracking - Monitor key metrics (conversion rate, average deal size) - Calculate yield using the provided formula ## 10. Continuous Optimization - Regularly review and refine targeting criteria - Adjust campaign timing and messaging based on performance data --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, ProductName, Benefit, SpecificResult, ProposedDate, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 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. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>