Plays LibraryPre-Sales
Meeting to OpportunityIntermediateVery High Impact

Pre-Meeting Survey

Turn meetings into qualified pipeline

Sales Stage

Pre-Sales

Difficulty

Intermediate

Impact

Very High

Channels

Overview

This is one of the biggest plays we run at ZoomInfo. You’ve scheduled a demo and want to make sure that people show up for it. Send out a qualification survey ahead of the demo meeting. You’ll see a huge increase in show rate for those who take it and know more about them before you meet. If someone spends time filling out the survey, they’re both interested in the product and invested in the process. You'll see a 90% show rate for people who fill out the entire survey.

Key Features

CRM SyncContact DiscoveryABM Audiences

Data Types

Buying CommitteeCompany DataContact Data

Triggers

  • Identify contacts where a meeting is currently scheduled within 3 days

Actions

  • Source expanded set of contacts based on meeting invite titles
  • Send records to your CRM
  • Assign to a User
  • Create survey to capture areas of interest and product affinity
  • Enroll in Pre-Meeting Survey campaign

Default Natural Language Configuration

When a meeting is scheduled within 3 days for any company, then:

  • Discover up to [number] ZoomInfo contacts based on meeting invite titles
  • Export to [select system] as [record type]
  • Assign to [select user]
  • Create survey to capture areas of interest and product affinity
  • Enroll in Pre-Meeting Survey campaign

Standard Operating Procedure

1. Identify Upcoming Meetings

  • Monitor CRM for meetings scheduled within next 3 days
  • Extract meeting invite titles and participant information

2. Expand Contact List

  • Use meeting invite titles to source additional relevant contacts
  • Add new contacts to CRM

3. Create Pre-Meeting Survey

  • Design qualification survey to capture areas of interest and product affinity
  • Ensure survey is concise and relevant to upcoming meeting

4. Set Up Automated Campaign

  • Create "Pre-Meeting Survey" campaign in CRM/marketing automation tool
  • Configure campaign to send survey to all meeting participants

5. Assign Responsibility

  • Designate team member to oversee survey responses and follow-up

6. Deploy Multi-Channel Outreach

  • Send survey via email
  • Implement in-app notifications for existing users
  • Utilize chat functionality for immediate engagement

7. Monitor Survey Completion

  • Track survey response rates
  • Identify participants who complete entire survey

8. Analyze Survey Results

  • Review responses to understand prospect interests and pain points
  • Prepare tailored talking points for upcoming meeting

9. Adjust Meeting Strategy

  • Modify demo content based on survey insights
  • Prepare for higher engagement with survey respondents

10. Measure and Optimize

  • Track show rates for survey respondents vs. non-respondents
  • Continuously refine survey questions and outreach strategy based on performance

Yield Model

Yield in $ Formula

Potential Yield = (VO * ADMER * CR / 10,000) * ADS

Key Drivers

Meeting Show Rate (MSR)Conversion Rate (CR)Average Deal Size (ADS)Volume of Scheduled Meetings (VSM)

Driver Definitions

Meeting Show Rate (MSR) This metric measures the proportion of scheduled meetings that prospects attend.

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 Scheduled Meetings (VSM) This is the total number of meetings scheduled, which forms the base for potential conversions.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email targets prospects with an upcoming scheduled meeting to gather information and increase attendance rates. The goal is to send a pre-meeting survey to capture areas of interest and product affinity, ensuring better preparation and engagement during the demo.

II. Information Included

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

  • Meeting Information: Details about the upcoming scheduled meeting, including date and time.
  • 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.
  • 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}}, help us tailor your upcoming demo</subject> <body> <p>Hi {{Contact.FirstName}},</p> <p>We're looking forward to our upcoming meeting on {{Meeting.Date}} at {{Meeting.Time}}. To ensure we make the most of our time together and focus on the aspects of our solution that matter most to you, we've prepared a brief survey.</p> <p>This quick questionnaire will help us understand your specific needs and tailor the demo to address your key areas of interest. It should take no more than 5 minutes to complete:</p> <p><strong><a href="{{SurveyLink}}">Take the Pre-Meeting Survey</a></strong></p> <p>Your insights will be invaluable in preparing a personalized demonstration that addresses {{CompanyName}}'s unique challenges and goals.</p> <p>If you have any questions or need to reschedule, please don't hesitate to reach out. We're excited to show you how our solution can benefit your team.</p> <p>Best regards,</p> <p>{{Sender.Name}}</p> <p>{{Sender.Title}}, {{Sender.Company}}</p> <p>{{Sender.ContactDetails}}</p> </body> </email>

IV. Context

<context> <Meeting Information> **`{{Meeting Information}}`** </Meeting Information> --- <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 recipient's first name and clearly state the purpose, e.g., "{{Contact.FirstName}}, help us tailor your upcoming demo"
  • Engaging Opening: Acknowledge the scheduled meeting and immediately introduce the purpose of the email.
  • Value-Driven Content: Emphasize how completing the survey will benefit the recipient by ensuring a personalized and relevant demo.
  • Clear Call to Action: Include a prominent, clickable link to the survey with action-oriented text.
  • Polished Close: Reinforce the value of their participation and offer an opportunity for questions or rescheduling if needed.

Merge Tokens Used

{{Contact.FirstName}}{{Meeting.Date}}{{Meeting.Time}}{{SurveyLink}}{{CompanyName}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Pre-Meeting Survey --- **🔁 Triggers** - Identify contacts where a meeting is currently scheduled within 3 days --- **⚡️ Actions** - Source expanded set of contacts based on meeting invite titles - Send records to your CRM - Assign to a User - Create survey to capture areas of interest and product affinity - Enroll in Pre-Meeting Survey campaign --- **✅ Goal / Problem to Solve** ⏩ Meeting to Opportunity --- **➡️ Channels** 👩‍💻 In-App, ✉️ Email, 🖥 Chat --- **✏️ Summary** This is one of the biggest plays we run at ZoomInfo. You’ve scheduled a demo and want to make sure that people show up for it. Send out a qualification survey ahead of the demo meeting. You’ll see a huge increase in show rate for those who take it and know more about them before you meet. If someone spends time filling out the survey, they’re both interested in the product and invested in the process. You'll see a 90% show rate for people who fill out the entire survey. --- **✏️ Default Natural Language** When a **meeting is scheduled within 3 days** for **any company**, then: - Discover **up to [number]** ZoomInfo contacts based on **meeting invite titles** - Export to **[select system]** as **[record type]** - Assign to **[select user]** - Create survey to capture areas of interest and product affinity - Enroll in **Pre-Meeting Survey campaign** --- **Explainer-Video-Script** Want to ensure your demo gets off to a good start? Use the Pre-Meeting Survey play! Prospects that fill out our pre-meeting survey have a 90% show rate. Automatically send out a pre-meeting qualification survey to all meeting participants to increase the odds your prospect shows up and gather valuable information to help you speak to their biggest pain points or areas of most interest. Now you’ll be ready to knock your meetings out of the park! --- **🏷Features)** CRM Sync, Contact Discovery, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify Upcoming Meetings - Monitor CRM for meetings scheduled within next 3 days - Extract meeting invite titles and participant information ## 2. Expand Contact List - Use meeting invite titles to source additional relevant contacts - Add new contacts to CRM ## 3. Create Pre-Meeting Survey - Design qualification survey to capture areas of interest and product affinity - Ensure survey is concise and relevant to upcoming meeting ## 4. Set Up Automated Campaign - Create "Pre-Meeting Survey" campaign in CRM/marketing automation tool - Configure campaign to send survey to all meeting participants ## 5. Assign Responsibility - Designate team member to oversee survey responses and follow-up ## 6. Deploy Multi-Channel Outreach - Send survey via email - Implement in-app notifications for existing users - Utilize chat functionality for immediate engagement ## 7. Monitor Survey Completion - Track survey response rates - Identify participants who complete entire survey ## 8. Analyze Survey Results - Review responses to understand prospect interests and pain points - Prepare tailored talking points for upcoming meeting ## 9. Adjust Meeting Strategy - Modify demo content based on survey insights - Prepare for higher engagement with survey respondents ## 10. Measure and Optimize - Track show rates for survey respondents vs. non-respondents - Continuously refine survey questions and outreach strategy based on performance --- **🪙 RAG Inputs Used (Broad)** Meeting Information, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, Meeting.Date, Meeting.Time, SurveyLink, CompanyName, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VO * ADMER * CR / 10,000) * ADS --- **🟨 Yield Key Drivers** Meeting Show Rate (MSR), Conversion Rate (CR), Average Deal Size (ADS), Volume of Scheduled Meetings (VSM) --- **🟨 Yield Driver Definitions** Meeting Show Rate (MSR) This metric measures the proportion of scheduled meetings that prospects attend. 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 Scheduled Meetings (VSM) This is the total number of meetings scheduled, which forms the base for potential conversions. --- </play>