Product Usage Upsell
Expand adoption and grow existing accounts
Sales Stage
Post-Sales
Difficulty
Expert
Impact
Very High
Channels
Overview
If you sell a product that has a usage revenue model - something that runs out over time - you should automate an upsell motion to resupply your client’s inventory and maintain the account. For example, at ZoomInfo, we sell credits to export companies and contacts. When those credits run low, an automated trigger prompts us to reach out and inform customers that their balance is low, and that they should purchase more credits or their service may be interrupted.
Key Features
Data Types
Triggers
- Identify customers existing product usage to inform which products to sell them next
Actions
- Source expanded set of contacts which meet your persona definition related to target products to upsell
- Send records to your CRM
- Assign to a Account Owner
- Enroll in Product Usage Upsell Campaign
Default Natural Language Configuration
When leads are updated in select connection as per lead filters then export to Engage as select object type and enroll in the s select salesflow and assign to select user
Standard Operating Procedure
1. Monitor Product Usage
- Set up automated tracking of customer product usage
- Define threshold for "low usage" trigger
2. Prepare Upsell Offerings
- Identify relevant products/features for upsell
- Create tailored upsell packages
3. Trigger Identification
- Implement system to flag accounts nearing usage limit
- Automate alerts to account managers
4. Contact Expansion
- Use ZoomInfo to identify additional relevant contacts within account
- Update CRM with expanded contact list
5. Automated Outreach Initiation
- Set up email templates for initial low-usage notification
- Configure system to send automated alerts to customers
6. Account Manager Assignment
- Automatically assign flagged accounts to appropriate account managers
- Notify account managers of upsell opportunity
7. Upsell Campaign Enrollment
- Create targeted upsell campaign in CRM/marketing automation tool
- Automatically enroll flagged accounts in campaign
8. Multi-Channel Follow-Up
- Implement coordinated outreach via email, phone, and text
- Schedule follow-up tasks for account managers
9. Performance Tracking
- Monitor upsell conversion rates
- Analyze effectiveness of different outreach channels
10. Continuous Refinement
- Regularly review and adjust usage thresholds
- Update upsell offerings based on customer feedback and market trends
Yield Model
Yield in $ Formula
Potential Yield = (TAV * CR / 100) * ADSKey Drivers
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 template is designed for the Product Usage Upsell play. It targets customers who are running low on product access (seats, credits, etc.) and aims to initiate a conversation about expanding their contract. The email should be sent from an account manager to the customer, focusing on the value of continued access and the benefits of upgrading.
II. Information Included
The email will include personalized information between <context></context> for proper dynamic insertion:
- Company Information: Insight into the customer's company, including identified pain points and product usage behavior.
- Signals & Behavior: Details on the account's engagement history and recent intent signals, particularly around product usage.
- Account History: Documented CRM account history and conversation data from Chorus Conversational Intelligence.
- Contact Information: A group of five contacts across the buying committee, including roles and persona information.
- Content Library: Relevant content such as case studies, ROI calculators, or product guides that support the upsell conversation.
- Messaging: Tailored messaging addressing persona-specific pain points and the value of expanding product access.
- 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}}, Ensure Uninterrupted Access to {{Product.Name}}</subject> <body> <p>Hi {{Contact.FirstName}},</p> <p>I hope this email finds you well. I'm reaching out because our system indicates that {{Company.Name}}'s {{Product.Name}} usage is approaching its limit. We want to ensure you continue to have uninterrupted access to the features that are driving value for your team.</p> <p>Based on your current usage patterns, I'd like to discuss options for expanding your contract to better align with your needs. Some key points to consider:</p> <ul> <li>Your team has utilized {{Usage.Percentage}}% of your current allocation</li> <li>We've seen great engagement with {{Feature.MostUsed}}, indicating its importance to your workflows</li> <li>Upgrading now would prevent any potential disruption and provide {{Benefit.KeyPoint}}</li> </ul> <p>I've prepared a customized proposal that I believe will meet your evolving needs. Would you be available for a brief call this week to review the options?</p> <p>In the meantime, I've attached {{Content.RelevantResource}} which demonstrates how other {{Company.Industry}} businesses have benefited from expanded access.</p> <p>Looking forward to connecting soon to ensure you're getting the most out of {{Product.Name}}.</p> <p>Best regards,</p> <p>{{Sender.Name}}</p> <p>{{Sender.Title}}, {{Sender.Company}}</p> <p>{{Sender.ContactDetails}}</p> </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 name and mention ensuring uninterrupted access to create urgency.
- Engaging Opening: Start by acknowledging their current usage and express proactive concern about maintaining access.
- Value-Driven Content: Highlight specific benefits of upgrading based on their usage patterns and industry needs.
- Call to Action: Propose a specific time for a call to discuss options, making it easy for the customer to respond.
- Polished Close: Reinforce the value proposition and express enthusiasm about helping them maximize their investment.
Merge Tokens Used
{{Contact.FirstName}}{{Product.Name}}{{CompanyName}}{{UsageData.Percentage}}{{FeatureUsage.MostUsed}}{{Benefit}}{{ContentLibrary.Resource}}{{Company.Industry}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}Play Description for LLM
<play> **PLAY NAME** Product Usage Upsell --- **🔁 Triggers** - Identify customers existing product usage to inform which products to sell them next --- **⚡️ Actions** - Source expanded set of contacts which meet your persona definition related to target products to upsell - Send records to your CRM - Assign to a Account Owner - Enroll in Product Usage Upsell Campaign --- **✅ Goal / Problem to Solve** ⬆️ Upsell & Cross-sell --- **➡️ Channels** ✉️ Email, 💬 Text, 📞 Phone --- **✏️ Summary** If you sell a product that has a usage revenue model - something that runs out over time - you should automate an upsell motion to resupply your client’s inventory and maintain the account. For example, at ZoomInfo, we sell credits to export companies and contacts. When those credits run low, an automated trigger prompts us to reach out and inform customers that their balance is low, and that they should purchase more credits or their service may be interrupted. --- **✏️ Default Natural Language** When **leads** are **updated** in **select connection** as per **lead filters** then export to Engage as **select object type** and enroll in the s **select salesflow** and assign to **select user** --- **Explainer-Video-Script** Want to streamline your renewal process? It’s a breeze with the Product Usage Upsell play. If you offer a usage-based product where customers may run out of credits or usage ability over time, you can automate the renewal and upsell motion. Set a trigger for a certain amount of credits or licenses left at an account. Now, when any account gets low, they’ll automatically get a message letting them know it’s time to refresh, and your account manager can be notified to get in touch. You can also include highlights about new features or products in these emails to drive upsells. --- **🏷Features)** CRM Sync, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** ♦︎ - Expert --- **🧪Standard Operating Procedure (SOP)** ## 1. Monitor Product Usage - Set up automated tracking of customer product usage - Define threshold for "low usage" trigger ## 2. Prepare Upsell Offerings - Identify relevant products/features for upsell - Create tailored upsell packages ## 3. Trigger Identification - Implement system to flag accounts nearing usage limit - Automate alerts to account managers ## 4. Contact Expansion - Use ZoomInfo to identify additional relevant contacts within account - Update CRM with expanded contact list ## 5. Automated Outreach Initiation - Set up email templates for initial low-usage notification - Configure system to send automated alerts to customers ## 6. Account Manager Assignment - Automatically assign flagged accounts to appropriate account managers - Notify account managers of upsell opportunity ## 7. Upsell Campaign Enrollment - Create targeted upsell campaign in CRM/marketing automation tool - Automatically enroll flagged accounts in campaign ## 8. Multi-Channel Follow-Up - Implement coordinated outreach via email, phone, and text - Schedule follow-up tasks for account managers ## 9. Performance Tracking - Monitor upsell conversion rates - Analyze effectiveness of different outreach channels ## 10. Continuous Refinement - Regularly review and adjust usage thresholds - Update upsell offerings based on customer feedback and market trends --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, Product.Name, CompanyName, UsageData.Percentage, FeatureUsage.MostUsed, Benefit, ContentLibrary.Resource, Company.Industry, Sender.Name, Sender.Title, Sender.Company, 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>