General News Signal

Company news can predict an organization’s readiness to purchase. When significant company news happens — such as the opening of a new facility, the relocation an office, or company-wide layoffs — your sales and marketing teams should move quickly and reach out to new buying groups. However, it's difficult and time-consuming to track company news. With ZoomInfo's Scoops function, automated triggers and actions can keep track of company news. Instead of manually adding contacts to campaigns and lists, you'll be able to stay focused on fostering customer relationships, prospecting sales, and closing deals.

<play> **PLAY NAME** General News Signal --- **🔁 Triggers** - Identify news signals within specific category types for your ICP --- **⚡️ 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** Company news can predict an organization’s readiness to purchase. When significant company news happens — such as the opening of a new facility, the relocation an office, or company-wide layoffs — your sales and marketing teams should move quickly and reach out to new buying groups. However, it's difficult and time-consuming to track company news. With ZoomInfo's Scoops function, automated triggers and actions can keep track of company news. Instead of manually adding contacts to campaigns and lists, you'll be able to stay focused on fostering customer relationships, prospecting sales, and closing deals. --- **✏️ Default Natural Language** When there are **select scoops types** related to **any departments** for **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 out when a customer or prospect is in the news? Do it easily with the News Signal play. A company making positive news like announcing a rebrand, expansion, or new product is a great time to reach out with a congratulatory message. Using scoops data, when a company appears in the news, you can discover contacts within their buying committee and enroll them in a campaign that gives them kudos for their work and informs them about your product. Now you’ll always be up to date and on time. --- **🏷Features)** Signals: General News, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Scoops, Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟢 - Easy --- **🧪Standard Operating Procedure (SOP)** ## 1. Configure News Signal Monitoring - Set up Scoops monitoring for specific news categories - Define ICP criteria for relevant companies ## 2. Establish Contact Criteria - Determine key roles and departments for buying committee - Set management level and other relevant filters ## 3. Automated Lead Discovery - Monitor for new Scoops matching defined criteria - Trigger contact discovery process in ZoomInfo ## 4. Data Export and Enrichment - Export discovered contacts to designated business system - Enrich company and contact data as needed ## 5. Lead Assignment - Automatically assign leads to appropriate team members ## 6. Campaign Enrollment - Create targeted campaign based on news type - Enroll discovered contacts into the campaign ## 7. Multi-Channel Engagement - Implement outreach across various channels (email, phone, ads, etc.) - Personalize messaging based on the specific news event ## 8. Performance Tracking - Monitor engagement and conversion metrics - Analyze effectiveness of different news categories ## 9. Continuous Refinement - Regularly review and adjust Scoops criteria - Update campaign strategies based on performance data --- **🪙 RAG Inputs Used (Broad)** News Signal, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, NewsInformation.Summary, Sender.Company, ContentLibrary.Resource, Sender.Name, Sender.Title, 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>