Persona Expansion

When a new lead comes in through a high-value web form, you should also pursue the rest of the stakeholders who influence purchasing decisions at the company. Today, many purchasing decisions are handled by committees and not individuals. This expanded campaign will inform a wider audience about your product, get buy-in at multiple levels, and accelerate the sales process. To save time and avoid a missed opportunity, trigger automated emails to Buying Committee members right after their colleague fills out the form.

<play> **PLAY NAME** Persona Expansion --- **🔁 Triggers** - Identify ZoomInfo Contacts which now meet your Saved Search company filter criteria --- **⚡️ 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** 🤝 Opportunity to Close --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** When a new lead comes in through a high-value web form, you should also pursue the rest of the stakeholders who influence purchasing decisions at the company. Today, many purchasing decisions are handled by committees and not individuals. This expanded campaign will inform a wider audience about your product, get buy-in at multiple levels, and accelerate the sales process. To save time and avoid a missed opportunity, trigger automated emails to Buying Committee members right after their colleague fills out the form.  --- **✏️ Default Natural Language** When new contacts are added to **select contact saved search** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to accelerate the time from lead to sale? The Persona Expansion play can help you do just that! Today, many buying decisions at a company are made by a committee rather than an individual. To target, the entire buying group at a company, identify your most valuable forms like the one on your enterprise pricing page. When you get a lead through this form, enroll the entire buying committee of the person’s company in a specific campaign to immediately begin nurturing them. Now they’ll be well aware of you from the start of the buying process and help streamline the process from lead to sale. --- **🏷Features)** Website Visitor IP Tracking, Buying Commitees, Webform Tracking & Enrichment, ABM Audiences, Contact Discovery --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Set Up Web Form Tracking - Identify high-value web forms on your website - Configure form tracking and enrichment with ZoomInfo ## 2. Define Buying Committee Criteria - Establish saved search parameters for target companies - Set contact criteria for buying committee members ## 3. Automated Contact Discovery - Monitor for new form submissions from high-value leads - Trigger buying committee discovery process in ZoomInfo ## 4. Data Export and Enrichment - Export discovered buying committee contacts to CRM/MAT/SEP - Enrich company and contact data as needed ## 5. Lead Assignment - Automatically assign new leads to appropriate sales team members ## 6. Campaign Enrollment - Create targeted email campaign for buying committee members - Enroll discovered contacts into the campaign ## 7. Multi-Channel Engagement - Implement outreach across various channels (email, phone, ads, etc.) ## 8. Performance Monitoring - Track engagement and conversion metrics for expanded personas - Measure impact on sales acceleration ## 9. Continuous Optimization - Regularly review and refine buying committee criteria - Update campaign messaging based on feedback and results --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, ProductService, Contact.Title, CompanyName, ValueProposition, Benefit, ContentLibrary.Resource, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VHF * IR * ER * CR / 10^6) * ADS --- **🟨 Yield Key Drivers** Identification Rate (IR), Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Volume of High-Value Forms (VHF) --- **🟨 Yield Driver Definitions** Identification Rate (IR) This measures the success rate in identifying the company or organization associated with an abandoned chat. 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. Volume of High-Value Forms (VHF) This metric represents the total number of high-value web forms submitted by leads. It serves as the starting point for this expansion strategy, indicating the potential lead pool from which the wider buying committee can be targeted. --- </play>