Cold / New LeadsIntermediateMedium Impact

Product-Specific Targeting

Generate and warm net-new demand

Sales Stage

Pre-Sales

Difficulty

Intermediate

Impact

Medium

Channels

Overview

All good sales motions meet the customer where they are. When a potential customer views a product page on your website, recognize their interest and send targeted ads and messaging about the product they viewed. Initiate an automated email campaign. Follow up with a call to schedule a product demo.

Key Features

Website Visitor IP TrackingContact DiscoveryABM Audiences

Data Types

Buying CommitteeCompany DataContact Data

Triggers

Identify companies or contact views a specific product page on your website

Actions

Source expanded set of contacts which meet your persona definition (mapping relevant personas to each product page)
Send records to your CRM
Assign to a Account Owner
Enroll in Product Specific Campaign

Default Natural Language Configuration

When a specific product page is viewed on your website for any company, then:

Discover up to [number] ZoomInfo contacts that meet [select criteria] based on product-specific persona
Export to [select system] as [record type]
Enroll in [select product-specific campaign]
Assign to [select Account Owner]

Standard Operating Procedure

1. Website Visitor Tracking Setup

Implement IP tracking on product pages
Configure system to identify and log visitor activity

2. Define Product-Specific Personas

Create detailed persona profiles for each product
Map personas to corresponding product pages

3. Automated Contact Discovery

Monitor for new companies visiting product pages
Trigger contact discovery process in ZoomInfo based on persona definitions

4. CRM Integration

Export discovered contacts to CRM
Enrich company and contact data as needed

5. Lead Assignment

Automatically assign leads to appropriate Account Owners

6. Product-Specific Campaign Creation

Develop targeted campaigns for each product
Create content highlighting product-specific value propositions

7. Multi-Channel Engagement

Implement retargeting ads for viewed products
Initiate automated email sequences
Schedule follow-up calls for product demos

8. Performance Tracking

Monitor engagement metrics across channels
Analyze conversion rates for each product-specific campaign

9. Continuous Optimization

Regularly review and refine persona definitions
Update campaign messaging based on performance data

Yield Model

Yield in $ Formula

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

Key Drivers

Conversion Rate (CR)Average Deal Size (ADS)Volume of Product Page Views (VPPV)

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.

Volume of Product Page Views (VPPV) This metric indicates the total number of views on product pages on your website. It provides the base number of potential leads who have shown interest in specific products and can be targeted through this strategy.

AI Agent Prompt Template

I. Prompt Instructions - Overview

This email template is designed for the Product-Specific Targeting GTM Play. It targets prospects who have viewed a specific product page on the company's website. The goal is to engage these prospects with personalized content about the product they showed interest in, ultimately aiming to convert cold leads into warm ones.

II. Information Included

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

Product Information: Details about the specific product the prospect viewed on the website.
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, particularly related to the viewed product.
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 related to the viewed product.
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 about Viewed Product}}</subject> <body> Hi {{Contact.FirstName}}, I noticed you recently visited our {{Product.Name}} page on our website. As {{Sender.Title}} at {{Sender.Company}}, I wanted to reach out and see if you had any questions about how {{Product.Name}} could benefit {{CompanyName}}. Based on what I know about {{CompanyName}}'s industry and challenges, I believe {{Product.Name}} could help you {{Product.ValueProposition}}. In fact, our customers have seen {{Product.KeyBenefit}} after implementing this solution. I'd love to schedule a quick call to discuss your specific needs and how {{Product.Name}} might align with your goals. How does your calendar look {{ProposedDay}} at {{ProposedTime}}? In the meantime, you might find this {{ContentLibrary.RelevantResource}} helpful. It provides more insight into how {{Product.Name}} has helped companies like yours. Looking forward to connecting! Best regards, {{Sender.Name}} {{Sender.Title}}, {{Sender.Company}} {{Sender.ContactDetails}} </body> </email>

IV. Context

<context> <Product Information> **`{{Product Information}}`** </Product 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: E.g., "{{Contact.FirstName}}, let's explore how {{Product.Name}} can help {{CompanyName}}"
Engaging Opening: Immediately reference the product page they viewed to establish relevance.
Value-Driven Content: Highlight specific benefits of the product tailored to the prospect's industry or known challenges.
Call to Action: Propose a specific time for a call or demo to encourage immediate engagement.
Relevant Resources: Offer additional content related to the viewed product to provide value and nurture interest.

Merge Tokens Used

{{Personalized.SubjectLine}}{{Contact.FirstName}}{{Product.Name}}{{Sender.Title}}{{Sender.Company}}{{CompanyName}}{{ValueProposition}}{{Benefit}}{{ProposedDate}}{{ProposedTime}}{{ContentLibrary.Resource}}{{Sender.Name}}{{Sender.ContactDetails}}

Play Description for LLM

<play> **PLAY NAME** Product-Specific Targeting --- **🔁 Triggers** - Identify companies or contact views a specific product page on your website --- **⚡️ Actions** - Source expanded set of contacts which meet your persona definition (mapping relevant personas to each product page) - Send records to your CRM - Assign to a Account Owner - Enroll in Product Specific Campaign --- **✅ Goal / Problem to Solve** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** All good sales motions meet the customer where they are. When a potential customer views a product page on your website, recognize their interest and send targeted ads and messaging about the product they viewed. Initiate an automated email campaign. Follow up with a call to schedule a product demo. --- **✏️ Default Natural Language** When a **specific product page** is viewed on your website for **any company**, then: - Discover **up to [number]** ZoomInfo contacts that meet **[select criteria]** based on **product-specific persona** - Export to **[select system]** as **[record type]** - Enroll in **[select product-specific campaign]** - Assign to **[select Account Owner]** --- **Explainer-Video-Script** Want to make the most of visitor data on your website? Run the Product-specific Targeting play. Treat each page on your site as a separate signal that gives you different information. Someone visiting your career page has very different intentions than someone looking at your pricing page, and they should be enrolled in very different campaigns. This is especially true if your company offers multiple products. Set up product-specific campaigns that match the pages on your site. Now when someone visits, say, your cloud product page, discover contacts at the company and enroll them in a cloud-specific campaign. Do the same for your professional services page and a professional services campaign. Now you can target companies more specifically based on their intent and waste less time and resources on poorly attributed data. --- **🏷Features)** Website Visitor IP Tracking, Contact Discovery, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Website Visitor Tracking Setup - Implement IP tracking on product pages - Configure system to identify and log visitor activity ## 2. Define Product-Specific Personas - Create detailed persona profiles for each product - Map personas to corresponding product pages ## 3. Automated Contact Discovery - Monitor for new companies visiting product pages - Trigger contact discovery process in ZoomInfo based on persona definitions ## 4. CRM Integration - Export discovered contacts to CRM - Enrich company and contact data as needed ## 5. Lead Assignment - Automatically assign leads to appropriate Account Owners ## 6. Product-Specific Campaign Creation - Develop targeted campaigns for each product - Create content highlighting product-specific value propositions ## 7. Multi-Channel Engagement - Implement retargeting ads for viewed products - Initiate automated email sequences - Schedule follow-up calls for product demos ## 8. Performance Tracking - Monitor engagement metrics across channels - Analyze conversion rates for each product-specific campaign ## 9. Continuous Optimization - Regularly review and refine persona definitions - Update campaign messaging based on performance data --- **🪙 RAG Inputs Used (Broad)** Product Information, Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, Product.Name, Sender.Title, Sender.Company, CompanyName, ValueProposition, Benefit, ProposedDate, ProposedTime, ContentLibrary.Resource, Sender.Name, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VPPV * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Volume of Product Page Views (VPPV) --- **🟨 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. Volume of Product Page Views (VPPV) This metric indicates the total number of views on product pages on your website. It provides the base number of potential leads who have shown interest in specific products and can be targeted through this strategy. --- </play>