RetentionIntermediateMedium Impact

General User Engagement

Protect revenue and prevent churn

Sales Stage

Post-Sales

Difficulty

Intermediate

Impact

Medium

Channels

Overview

Establishing a client takes more than signing a contract. Track user engagement at new accounts to make sure they're getting value out of your product. You can monitor the number of seats being used compared against the number of seats sold. Set up a two-step email campaign to any user that hasn't logged in. Send the first email after 15 days of inactivity, a second follow up email one a week later. Have a CSM call after 30 days if there's still no activity.

Key Features

ScoringCopilotABM Audiences

Data Types

Contact DataCompany Data

Triggers

Identify a company with upside on engagement or limited use of key functionality

Actions

Export
Send records to your business system (CRM, MAT, SEP, CSV)
Assign to a User
Then enroll in a Campaign (optional)

Default Natural Language Configuration

When an account has low product activity for any company, then:

Export to select system as record type
Enroll in select campaign
Assign to select user
Send a follow-up email after 15 days of inactivity
Send a second follow-up email 1 week later if still inactive
Have a CSM call after 30 days if there's no activity

Standard Operating Procedure

1. Identify Low Engagement Accounts

Set up criteria for low product activity (e.g., login frequency, feature usage)
Configure system to flag accounts meeting these criteria

2. Data Export and Analysis

Export account and user data to chosen business system (CRM, MAT, SEP)
Analyze data to identify specific areas of underutilization

3. Segmentation and Assignment

Segment low-engagement accounts based on severity and potential value
Assign accounts to appropriate Customer Success Managers (CSMs)

4. Two-Step Email Campaign

Create and set up two-step email campaign
Configure first email to trigger after 15 days of inactivity
Set up follow-up email to send one week after the first if no response

5. CSM Outreach

Implement 30-day check-in protocol for CSMs
Prepare talking points focusing on underutilized features and value proposition

6. Multi-Channel Engagement

Develop strategies for engagement across various channels (chat, phone, in-app)
Tailor approach based on account characteristics and preferences

7. Resource Allocation

Ensure CSMs have necessary resources to assist users (e.g., training materials, demos)
Allocate additional support for high-value accounts if needed

8. Performance Tracking

Set up metrics to track engagement improvements (e.g., login frequency, feature adoption)
Monitor success rates of email campaigns and CSM interventions

9. Continuous Optimization

Regularly review and refine engagement criteria and outreach strategies
Update campaign content based on user feedback and success rates

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 with low product activity, aiming to boost user engagement and confidence in using the product. The goal is to reach out from a customer success manager, offering assistance and support to increase product usage and retention.

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 engagement history.
Signals & Behavior: Details on the account's low product activity and recent engagement data.
Account History: Includes documented CRM account history and conversation data recorded via Chorus Conversational Intelligence.
Contact Information: A group of five contacts across the buying committee, including roles and persona information.
Content Library: Relevant resources such as product guides, tutorial videos, or upcoming webinars to help increase product usage.
Messaging: Tailored messaging addressing specific pain points and benefits of increased product usage.
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>{{Contact.FirstName}}, Let's Boost Your {{Company.Product}} Experience</subject> <body> Hi {{Contact.FirstName}}, I hope this email finds you well. I noticed that your team's engagement with {{Company.Product}} has been lower than usual lately, and I wanted to reach out to see how we can help you get the most out of our solution. We've found that users who fully leverage {{Company.Product}}'s features see significant improvements in {{ValueProposition}}. I'd love to schedule a brief call to: <ul> <li>Review any challenges you're facing with the product</li> <li>Demonstrate some key features that could benefit your workflow</li> <li>Discuss your goals and how we can align our solution to meet them</li> </ul> In the meantime, I've attached {{ContentLibrary.ResourceName}}, which many of our customers have found helpful in optimizing their use of {{Company.Product}}. When would be a good time for a quick chat this week or next? Looking forward to helping you unlock the full potential of {{Company.Product}}! Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </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: Use the contact's name and mention boosting their product experience to grab attention.
Engaging Opening: Acknowledge the low product activity upfront to show proactive customer support.
Value-Driven Content: Highlight the benefits of increased product usage and offer specific ways to help.
Call to Action: Suggest scheduling a call to provide personalized assistance and demonstrate key features.
Resourceful Close: Provide immediate value by sharing relevant resources and express enthusiasm for helping them succeed.

Merge Tokens Used

{{Contact.FirstName}}{{ProductName}}{{ValueProposition}}{{ContentLibrary.Resource}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** General User Engagement --- **🔁 Triggers** - Identify a company with upside on engagement or limited use of key functionality --- **⚡️ 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, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** Establishing a client takes more than signing a contract. Track user engagement at new accounts to make sure they're getting value out of your product. You can monitor the number of seats being used compared against the number of seats sold. Set up a two-step email campaign to any user that hasn't logged in. Send the first email after 15 days of inactivity, a second follow up email one a week later. Have a CSM call after 30 days if there's still no activity. --- **✏️ Default Natural Language** When an account has **low product activity** for **any company**, then: - Export to **select system** as **record type** - Enroll in **select campaign** - Assign to **select user** - Send a follow-up email after **15 days** of inactivity - Send a second follow-up email **1 week later** if still inactive - Have a CSM call after **30 days** if there's no activity --- **Explainer-Video-Script** Want to get customers with low adoption to engage more? Try the Low Adoption Engagement play. Customers with low adoption and usage are likely to churn. Identify these accounts early and step in to get usage numbers up. Analyze what features or products are being underutilized and reach out to let them know what functionality they are missing. --- **🏷Features)** Scoring, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify Low Engagement Accounts - Set up criteria for low product activity (e.g., login frequency, feature usage) - Configure system to flag accounts meeting these criteria ## 2. Data Export and Analysis - Export account and user data to chosen business system (CRM, MAT, SEP) - Analyze data to identify specific areas of underutilization ## 3. Segmentation and Assignment - Segment low-engagement accounts based on severity and potential value - Assign accounts to appropriate Customer Success Managers (CSMs) ## 4. Two-Step Email Campaign - Create and set up two-step email campaign - Configure first email to trigger after 15 days of inactivity - Set up follow-up email to send one week after the first if no response ## 5. CSM Outreach - Implement 30-day check-in protocol for CSMs - Prepare talking points focusing on underutilized features and value proposition ## 6. Multi-Channel Engagement - Develop strategies for engagement across various channels (chat, phone, in-app) - Tailor approach based on account characteristics and preferences ## 7. Resource Allocation - Ensure CSMs have necessary resources to assist users (e.g., training materials, demos) - Allocate additional support for high-value accounts if needed ## 8. Performance Tracking - Set up metrics to track engagement improvements (e.g., login frequency, feature adoption) - Monitor success rates of email campaigns and CSM interventions ## 9. Continuous Optimization - Regularly review and refine engagement criteria and outreach strategies - Update campaign content based on user feedback and success rates --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, ProductName, ValueProposition, 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>