RetentionIntermediateHigh Impact

Low Adoption Engagement

Protect revenue and prevent churn

Sales Stage

Post-Sales

Difficulty

Intermediate

Impact

High

Channels

Overview

There’s a downsell risk when customers aren’t using the full scope of the product they purchased. Take a look at what each customer is paying for and pinpoint features that are underutilized or not used at all. Automate outreach that highlights the benefits and value of those features and how they can derive maximum value from their subscription. Offer support to help set up unused feature(s) and familiarize them with how they work. Run this play at scale by analyzing product usage data and automating messaging campaigns. Higher product utilization translates to more upsells, renewals, and customer satisfaction.

Key Features

ScoringCopilotABM AudiencesConversation Intelligence

Data Types

Buying CommitteeCompany DataContact Data

Triggers

Identify a company with low user adoption, product utilization, and/or churn risk

Actions

Source expanded set of contacts which meet your persona definition related to low usage or other churn risk
Send records to your CRM
Assign to a Account Owner
Enroll in Low Adoption Campaign

Default Natural Language Configuration

When an account has a usage score of at least 75 for any company, then:

Discover up to 20 ZoomInfo contacts that meet select criteria for low usage or churn risk
Export to select system as record type
Enroll in Low Adoption Campaign
Assign to select Account Owner

Standard Operating Procedure

1. Identify Low Adoption Accounts

Analyze product usage data to identify underutilized features
Set threshold for low adoption risk

2. Expand Contact Base

Source additional contacts within identified accounts
Ensure contacts meet defined persona criteria

3. CRM Integration

Export low adoption account data to CRM
Assign accounts to appropriate Account Owners

4. Campaign Creation

Develop "Low Adoption Campaign" highlighting unused features
Customize messaging to emphasize specific value propositions

5. Multi-Channel Outreach

Implement automated outreach across multiple channels
Prioritize email, phone, and in-app messaging

6. Offer Personalized Support

Prepare resources for feature setup and familiarization
Enable easy scheduling for one-on-one support sessions

7. Monitor Engagement

Track response rates and feature adoption increases
Identify most effective outreach methods

8. Follow-Up Strategy

Implement tiered follow-up based on initial engagement
Adjust messaging for non-responsive accounts

9. Continuous Improvement

Regularly review and refine low adoption criteria
Update campaign content based on customer feedback and success stories

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 usage or adoption. The goal is to engage these customers, offer support in setting up unused features, and ultimately increase product utilization to improve retention.

II. Information Included

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

Usage Data: Details about the customer's current product usage and underutilized features.
Company Information: Insight into the prospect's company, including identified pain points and behavior from engagement history.
Signals & Behavior: Details on the account's engagement history 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 follow-up.
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 outreach 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> Hi {{Contact.FirstName}}, I hope this email finds you well. As your dedicated Customer Success Manager at {{Sender.Company}}, I've been reviewing your account and noticed that there are some powerful features of our product that you haven't fully explored yet. Specifically, I see that {{UsageData.UnderutilizedFeatures}} could really benefit your team at {{CompanyName}}. These features are designed to {{FeatureBenefits}}, which aligns perfectly with your company's goals of {{CompanyInformation.Goals}}. I'd love to schedule a quick call to walk you through these features and show you how they can add value to your workflow. How does your calendar look {{ProposedDay}} at {{ProposedTime}}? In the meantime, I've attached {{ContentLibrary.RelevantResource}} that provides an overview of these features and their benefits. I think you'll find it particularly useful given your recent focus on {{Signals&Behavior.RecentInterests}}. Looking forward to connecting and helping you get the most out of your investment with us! Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Usage Data> **`{{Usage Data}}`** </Usage Data> --- <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}}, let's unlock more value from your {{Sender.Company}} subscription"
Engaging Opening: Immediately address the purpose of the email by mentioning the underutilized features.
Value-Driven Content: Highlight specific benefits of the underutilized features that align with the customer's goals.
Call to Action: Propose a specific time for a call to discuss and set up the features.
Polished Close: Emphasize the desire to help the customer maximize their investment.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{Sender.Company}}{{UsageData.UnderutilizedFeatures}}{{CompanyName}}{{FeatureBenefits}}{{CompanyInformation.Goals}}{{ProposedDate}}{{ProposedTime}}{{ContentLibrary.Resource}}{{SignalsAndBehavior.RecentInterests}}{{Sender.Name}}{{Sender.Title}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Low Adoption Engagement --- **🔁 Triggers** - Identify a company with low user adoption, product utilization, and/or churn risk --- **⚡️ Actions** - Source expanded set of contacts which meet your persona definition related to low usage or other churn risk - Send records to your CRM - Assign to a Account Owner - Enroll in Low Adoption Campaign --- **✅ Goal / Problem to Solve** 🔒 Retention --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** There’s a downsell risk when customers aren’t using the full scope of the product they purchased. Take a look at what each customer is paying for and pinpoint features that are underutilized or not used at all. Automate outreach that highlights the benefits and value of those features and how they can derive maximum value from their subscription. Offer support to help set up unused feature(s) and familiarize them with how they work. Run this play at scale by analyzing product usage data and automating messaging campaigns. Higher product utilization translates to more upsells, renewals, and customer satisfaction. --- **✏️ Default Natural Language** When an **account** has a **usage score** of **at least 75** for **any company**, then: - Discover **up to 20** ZoomInfo contacts that meet **select criteria** for low usage or churn risk - Export to **select system** as **record type** - Enroll in **Low Adoption Campaign** - Assign to **select Account Owner** --- **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, Conversation Intelligence --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify Low Adoption Accounts - Analyze product usage data to identify underutilized features - Set threshold for low adoption risk ## 2. Expand Contact Base - Source additional contacts within identified accounts - Ensure contacts meet defined persona criteria ## 3. CRM Integration - Export low adoption account data to CRM - Assign accounts to appropriate Account Owners ## 4. Campaign Creation - Develop "Low Adoption Campaign" highlighting unused features - Customize messaging to emphasize specific value propositions ## 5. Multi-Channel Outreach - Implement automated outreach across multiple channels - Prioritize email, phone, and in-app messaging ## 6. Offer Personalized Support - Prepare resources for feature setup and familiarization - Enable easy scheduling for one-on-one support sessions ## 7. Monitor Engagement - Track response rates and feature adoption increases - Identify most effective outreach methods ## 8. Follow-Up Strategy - Implement tiered follow-up based on initial engagement - Adjust messaging for non-responsive accounts ## 9. Continuous Improvement - Regularly review and refine low adoption criteria - Update campaign content based on customer feedback and success stories --- **🪙 RAG Inputs Used (Broad)** Usage Data, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, Sender.Company, UsageData.UnderutilizedFeatures, CompanyName, FeatureBenefits, CompanyInformation.Goals, ProposedDate, ProposedTime, ContentLibrary.Resource, SignalsAndBehavior.RecentInterests, Sender.Name, Sender.Title, 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>