Plays LibraryPost-Sales
Upsell & Cross-sellIntermediateHigh Impact

Customer Upsell

Expand adoption and grow existing accounts

Sales Stage

Post-Sales

Difficulty

Intermediate

Impact

High

Channels

Overview

The customer life cycle and your sales calendar create great opportunities to upsell. Tailor your campaigns to incentivize customers to upgrade. Clients with good engagement generally want more functionality, but the threshold might be too high. Unlock those upsells by offering a new package that meets their needs. For example, if a customer signs up for an advanced package, highlight features that fit their use case for upgrading to the best package. Showing them additional features they'd be missing could spark more interest.

Key Features

CRM SyncCopilotABM Audiences

Data Types

Buying CommitteeCompany DataContact Data

Triggers

  • Identify customers with high usage and or satisfaction metrics but does not have full product set

Actions

  • Source expanded set of contacts based on product type and usage
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Cross-Sell campaign

Default Natural Language Configuration

When a customer has high usage or satisfaction metrics but does not have the full product set for any company, then:

  • Discover up to [number] ZoomInfo contacts that meet select criteria based on product type and usage
  • Export to select system as record type
  • Enroll in Cross-Sell campaign
  • Assign to select Account Owner

Standard Operating Procedure

1. Identify High-Value Targets

  • Analyze customer usage and satisfaction metrics
  • Flag accounts without full product set
  • Create list of high-potential upsell candidates

2. Expand Contact Network

  • Use ZoomInfo to source additional contacts within target accounts
  • Focus on roles relevant to product expansion
  • Export expanded contact list to CRM

3. Assign Account Ownership

  • Designate Account Owner for each high-potential account
  • Brief Account Owners on upsell opportunity and strategy

4. Develop Tailored Campaigns

  • Create cross-sell/upsell campaign materials
  • Customize messaging based on current package and usage patterns
  • Highlight specific features relevant to each account

5. Implement Multi-Channel Outreach

  • Set up email sequences
  • Configure targeted ad campaigns
  • Plan for direct mail, events, and in-app messaging

6. Execute Personalized Outreach

  • Initiate email sequences
  • Follow up with phone calls from Account Owners
  • Engage via chat, in-app notifications, and other channels

7. Track and Analyze Response

  • Monitor engagement across all channels
  • Analyze response rates and conversion metrics

8. Refine and Iterate

  • Adjust messaging based on performance data
  • Optimize channel mix for best results

9. Close Upsell Opportunities

  • Schedule demos or trials of advanced features
  • Negotiate and finalize upgraded contracts

10. Post-Upsell Nurturing

  • Ensure smooth onboarding to new package
  • Set up ongoing check-ins to maintain satisfaction

Yield Model

Yield in $ Formula

Potential Yield = (TAV * CR / 100) * ADS

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Target Account Volume (TAV)

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.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email targets customers who have high usage or satisfaction metrics but don't have the full product set. The goal is to upsell or cross-sell additional products or features to these customers, leveraging their positive experience with the current offerings.

II. Information Included

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

  • Company Information: Insight into the customer's company, including identified pain points and behavior from engagement history.
  • Signals & Behavior: Details on the account's engagement history, usage metrics, 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 upsell/cross-sell offer.
  • 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 upsell/cross-sell offer 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> <p>Hi {{Contact.FirstName}},</p> <p>I hope this email finds you well. I wanted to reach out because we've noticed how successfully you've been using {{Product.CurrentPackage}} at {{CompanyName}}. Your team's engagement with our platform has been impressive, and we believe there's an opportunity to drive even more value for your business.</p> <p>Based on your current usage patterns and goals, I thought you might be interested in exploring some additional features that could further enhance your {{PrimaryUseCase}}:</p> <ul> <li>{{Feature1}}: {{BriefDescription1}}</li> <li>{{Feature2}}: {{BriefDescription2}}</li> <li>{{Feature3}}: {{BriefDescription3}}</li> </ul> <p>These features are part of our {{Product.UpgradePackage}}, which many of our customers have found valuable for {{SpecificBenefit}}. I'd love to schedule a quick call to discuss how these additional capabilities could support your specific needs at {{CompanyName}}.</p> <p>In the meantime, I've attached {{ContentLibrary.RelevantResource}} that provides more details on these features and their potential impact.</p> <p>When would be a good time for a brief conversation about this opportunity?</p> <p>Best regards,</p> <p>{{Sender.Name}}</p> <p>{{Sender.Title}}, {{Sender.Company}}</p> <p>{{Sender.ContactDetails}}</p> </body> </email>

IV. Context

<context> <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}}, unlock more value with {{Product.UpgradePackage}}"
  • Engaging Opening: Acknowledge the customer's current success with the product to establish a positive tone.
  • Value-Driven Content: Focus on specific features that align with the customer's usage patterns and potential needs.
  • Call to Action: Suggest a brief call to discuss the upgrade opportunity, making it easy for the customer to respond.
  • Polished Close: Include a relevant resource to provide immediate value and encourage further engagement.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompanyName}}{{Product.CurrentPackage}}{{PrimaryUseCase}}{{Feature}}{{BriefDescription}}{{Product.UpgradePackage}}{{Benefit}}{{ContentLibrary.Resource}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Customer Upsell --- **🔁 Triggers** - Identify customers with high usage and or satisfaction metrics but does not have full product set --- **⚡️ Actions** - Source expanded set of contacts based on product type and usage - Send records to your CRM - Assign to a Account Owner - Enroll in Cross-Sell campaign --- **✅ Goal / Problem to Solve** ⬆️ Upsell & Cross-sell --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** The customer life cycle and your sales calendar create great opportunities to upsell. Tailor your campaigns to incentivize customers to upgrade. Clients with good engagement generally want more functionality, but the threshold might be too high. Unlock those upsells by offering a new package that meets their needs. For example, if a customer signs up for an advanced package, highlight features that fit their use case for upgrading to the best package. Showing them additional features they'd be missing could spark more interest. --- **✏️ Default Natural Language** When a **customer has high usage or satisfaction metrics** but **does not have the full product set** for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **select criteria** based on **product type and usage** - Export to **select system** as **record type** - Enroll in **Cross-Sell campaign** - Assign to **select Account Owner** --- **Explainer-Video-Script** Ready to get your customers on that next package tier? That’s what the Customer Upsell play is for. Clients with good engagement are potentially looking for more functionality. Take a proactive approach to the potential upsell opportunity by setting up a campaign that targets your customers when they reach a certain point in their lifecycle or exceed the threshold for high usage. Tailor your messages to call out the specific features they’ll most likely care about. Once this is set up, you’ll never miss an opportunity to upgrade your existing customers. --- **🏷Features)** CRM Sync, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify High-Value Targets - Analyze customer usage and satisfaction metrics - Flag accounts without full product set - Create list of high-potential upsell candidates ## 2. Expand Contact Network - Use ZoomInfo to source additional contacts within target accounts - Focus on roles relevant to product expansion - Export expanded contact list to CRM ## 3. Assign Account Ownership - Designate Account Owner for each high-potential account - Brief Account Owners on upsell opportunity and strategy ## 4. Develop Tailored Campaigns - Create cross-sell/upsell campaign materials - Customize messaging based on current package and usage patterns - Highlight specific features relevant to each account ## 5. Implement Multi-Channel Outreach - Set up email sequences - Configure targeted ad campaigns - Plan for direct mail, events, and in-app messaging ## 6. Execute Personalized Outreach - Initiate email sequences - Follow up with phone calls from Account Owners - Engage via chat, in-app notifications, and other channels ## 7. Track and Analyze Response - Monitor engagement across all channels - Analyze response rates and conversion metrics ## 8. Refine and Iterate - Adjust messaging based on performance data - Optimize channel mix for best results ## 9. Close Upsell Opportunities - Schedule demos or trials of advanced features - Negotiate and finalize upgraded contracts ## 10. Post-Upsell Nurturing - Ensure smooth onboarding to new package - Set up ongoing check-ins to maintain satisfaction --- **🪙 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, Product.CurrentPackage, PrimaryUseCase, Feature, BriefDescription, Product.UpgradePackage, Benefit, ContentLibrary.Resource, 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>