Cold / New LeadsIntermediateMedium Impact

Physical Mail

Generate and warm net-new demand

Sales Stage

Pre-Sales

Difficulty

Intermediate

Impact

Medium

Channels

Overview

Sometimes you need to nudge prospects in the right direction, especially if you’ve had no prior engagement with them. Discuss with your team who should be eligible for a direct gift nudge — for example, someone who is not a previous customer and has a job title that's director level or above. Then set that criteria as an automated trigger in your marketing platform. Once the criteria is met, the prospect will be sent a message with a gift card attached, such as $15 at Amazon, Starbucks, or Uber Eats. This act of giving shows that you value them as a potential customer and significantly increases the likelihood of receiving a response.

Key Features

ABM AudiencesContact Discovery

Data Types

Buying CommitteeCompany DataContact Data

Triggers

Identify company in CRM to qualify company for gifting, company swag or other physical mailing

Actions

Source expanded set of contacts which meet your persona definition prioritizing high value personas
Send records to your CRM
Assign to a Account Owner
Enroll in Gifting Campaign (campaign should include a link for the prospect to claim a corporate gift / promotion)

Default Natural Language Configuration

When leads are updated in select connection as per lead filters then send a select gift via select system

Standard Operating Procedure

1. Define Gift Eligibility Criteria

Establish criteria for gift-eligible prospects
Configure CRM or marketing automation system with these criteria

2. Set Up Automated Trigger

Implement trigger based on defined eligibility criteria
Ensure system can identify when a prospect meets the criteria

3. Source and Prioritize Contacts

Use ZoomInfo to expand contact set within target companies
Prioritize high-value personas based on predefined criteria

4. CRM Integration

Set up automated process to send qualified records to CRM
Ensure proper tagging and categorization of these contacts

5. Account Owner Assignment

Develop logic for assigning prospects to appropriate account owners
Implement automated assignment process in CRM

6. Gift Campaign Creation

Design gifting campaign with appropriate messaging
Include link for prospects to claim corporate gift or promotion

7. Campaign Enrollment

Set up automated enrollment of qualified prospects into gifting campaign
Ensure proper tracking of campaign participation

8. Gift Fulfillment Process

Select and integrate with a gifting platform (e.g., Sendoso)
Set up automated gift sending process

9. Follow-up Strategy

Develop a follow-up plan for after gift claim
Implement automated reminders for sales team

10. Performance Tracking

Set up metrics to measure campaign effectiveness
Regularly review and optimize based on performance data

Yield Model

Yield in $ Formula

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

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Lead Volume (LV)

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.

Lead Volume (LV) This is the total number of leads available. A higher lead volume provides a larger pool from which potential customers can be nurtured and converted.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email template is designed for the Physical Mail GTM Play. It targets companies identified in the CRM as qualified for gifting, company swag, or other physical mailings. The purpose is to engage cold or new leads through a personalized direct mail campaign, offering a corporate gift to nudge prospects towards engagement.

II. Information Included

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

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>{{Contact.FirstName}}, a special gift is waiting for you</subject> <body> Hi {{Contact.FirstName}}, I hope this email finds you well. I wanted to reach out because we've identified {{CompanyName}} as a company that could benefit from our solutions, and we'd like to offer you a token of our appreciation for your time. We've prepared a special gift for you - {{ContentLibrary.GiftDetails}}. It's our way of introducing ourselves and starting a conversation about how we might be able to help {{CompanyName}} with {{CompanyInformation.IdentifiedPainPoint}}. To claim your gift, simply click on the link below: <a href="{{GiftClaimLink}}">Claim Your Gift</a> While you're at it, I'd love to schedule a brief call to learn more about your current challenges and share how we've helped similar companies in {{CompanyInformation.Industry}}. Would you be open to a 15-minute chat next week? Looking forward to connecting with you soon! 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 first name and mention the gift to increase open rates.
Engaging Opening: Start with a personalized greeting and immediately mention the gift to capture attention.
Value-Driven Content: Highlight the benefit of the gift and tie it to how your solution can address their specific pain points.
Call to Action: Include a clear and prominent CTA to claim the gift, making it easy for the prospect to engage.
Polished Close: End with a soft ask for a meeting, showing respect for their time while expressing interest in learning more about their needs.

Merge Tokens Used

{{Contact.FirstName}}{{CompanyName}}{{ContentLibrary.GiftDetails}}{{CompanyInformation.PainPoint}}{{GiftClaimLink}}{{Company.Industry}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Physical Mail --- **🔁 Triggers** - Identify company in CRM to qualify company for gifting, company swag or other physical mailing --- **⚡️ Actions** - Source expanded set of contacts which meet your persona definition prioritizing high value personas - Send records to your CRM - Assign to a Account Owner - Enroll in Gifting Campaign (campaign should include a link for the prospect to claim a corporate gift / promotion) --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** 📪 Mail, ✉️ Email --- **✏️ Summary** Sometimes you need to nudge prospects in the right direction, especially if you’ve had no prior engagement with them. Discuss with your team who should be eligible for a direct gift nudge — for example, someone who is not a previous customer and has a job title that's director level or above. Then set that criteria as an automated trigger in your marketing platform. Once the criteria is met, the prospect will be sent a message with a gift card attached, such as $15 at Amazon, Starbucks, or Uber Eats. This act of giving shows that you value them as a potential customer and significantly increases the likelihood of receiving a response. --- **✏️ Default Natural Language** When **leads** are **updated** in **select connection** as per **lead filters** then send a **select gift** via **select system** --- **Explainer-Video-Script** Want to use gifting in a tactical way to increase sales? The gifting play is a gift for you! Sending a prospect a gift can help start or move along a conversation. Decide with your team which criteria make a prospect eligible for a gift. When a contact is eligible for a gift, send them a message with a link to a virtual gift card or a physical gift through an online service. Sending gifts will show your commitment and should help with key prospects. --- **🏷Features)** ABM Audiences, Contact Discovery --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Define Gift Eligibility Criteria - Establish criteria for gift-eligible prospects - Configure CRM or marketing automation system with these criteria ## 2. Set Up Automated Trigger - Implement trigger based on defined eligibility criteria - Ensure system can identify when a prospect meets the criteria ## 3. Source and Prioritize Contacts - Use ZoomInfo to expand contact set within target companies - Prioritize high-value personas based on predefined criteria ## 4. CRM Integration - Set up automated process to send qualified records to CRM - Ensure proper tagging and categorization of these contacts ## 5. Account Owner Assignment - Develop logic for assigning prospects to appropriate account owners - Implement automated assignment process in CRM ## 6. Gift Campaign Creation - Design gifting campaign with appropriate messaging - Include link for prospects to claim corporate gift or promotion ## 7. Campaign Enrollment - Set up automated enrollment of qualified prospects into gifting campaign - Ensure proper tracking of campaign participation ## 8. Gift Fulfillment Process - Select and integrate with a gifting platform (e.g., Sendoso) - Set up automated gift sending process ## 9. Follow-up Strategy - Develop a follow-up plan for after gift claim - Implement automated reminders for sales team ## 10. Performance Tracking - Set up metrics to measure campaign effectiveness - Regularly review and optimize based on performance data --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, CompanyName, ContentLibrary.GiftDetails, CompanyInformation.PainPoint, GiftClaimLink, Company.Industry, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (LV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Lead Volume (LV) --- **🟨 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. Lead Volume (LV) This is the total number of leads available. A higher lead volume provides a larger pool from which potential customers can be nurtured and converted. --- </play>