Targeting Customer's Competition
Generate and warm net-new demand
Sales Stage
Pre-Sales
Difficulty
Intermediate
Impact
Very High
Channels
Overview
Your current customers make a good conduit to new ones. When one of your customers closes a deal, go and prospect their competition for it. Because they’ll have a similar profile to your customer, you know that these competitors should be a good fit for your solution. Target them with an automated email campaign that references the missed deal. Show them how your product can help them, like their competition, expand and improve their results.
Key Features
Data Types
Triggers
- Identify a new paying customer gets added to CRM. Trigger list of competing / lookalike companies based on tech data, overlapping keywords, shared intent topics
Actions
- Export
- Send records to your business system (CRM, MAT, SEP, CSV)
- Assign to a User
- Then enroll in a Campaign (optional)
Default Natural Language Configuration
When a new paying customer is added to the CRM for any company, then:
- Discover up to 20 ZoomInfo contacts that meet select criteria based on competing or lookalike companies
- Export to select system as record type
- Enroll in Competitor Outreach campaign
- Assign to select Account Owner
Standard Operating Procedure
1. Identify New Customer
- Monitor CRM for newly added paying customers
- Trigger automated search for competing/lookalike companies
2. Competitor Analysis
- Analyze tech data, overlapping keywords, and shared intent topics
- Generate list of potential target companies
3. Data Export and Enrichment
- Export competitor data to designated business system (CRM, MAT, SEP, CSV)
- Enrich exported data with additional relevant information
4. Lead Assignment
- Automatically assign new leads to appropriate sales team members
5. Campaign Creation
- Develop targeted email campaign referencing missed deal
- Highlight product benefits and competitive advantages
6. Campaign Enrollment
- Enroll identified competitors into the automated email campaign
7. Multi-Channel Engagement
- Implement outreach across various channels (email, text, mail, events, ads, chat, phone)
8. Personalization and Customization
- Tailor messaging to emphasize how your product can help them compete
9. Performance Tracking
- Monitor engagement metrics and conversion rates
- Analyze campaign effectiveness
10. Continuous Improvement
- Refine targeting criteria based on performance data
- Update campaign messaging to reflect market trends and feedback
Yield Model
Yield in $ Formula
Potential Yield = (TAV * SR * ER * CR / 10^6) * ADSKey Drivers
Driver Definitions
Signal Relevance (SR) This metric assesses how closely the identified intent signals match the product or service offerings - a higher SR indicates that the intent signals are more accurately aligned with the offering.
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.
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 targets competitors of a recently acquired customer. The goal is to leverage the recent deal closure to engage with similar companies, highlighting how your product can help them improve their results and compete effectively.
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>{{Personalized Subject Line}}</subject> <body> <p>Hi {{Contact.FirstName}},</p> <p>I hope this email finds you well. I wanted to reach out because we recently partnered with {{RecentCustomer.CompanyName}}, a company in your industry, to help them {{ValueProposition}}. Given the competitive nature of your market, I thought you might be interested in learning how we could provide similar benefits to {{CompanyName}}.</p> <p>Our solution has helped companies like yours to:</p> <ul> <li>{{BenefitPoint1}}</li> <li>{{BenefitPoint2}}</li> <li>{{BenefitPoint3}}</li> </ul> <p>I'd love the opportunity to discuss how we could tailor our approach to address {{CompanyName}}'s specific challenges and goals. Would you be open to a brief call next week to explore this further?</p> <p>In the meantime, I thought you might find this {{ContentLibrary.RelevantResource}} interesting. It provides insights into how companies in your industry are leveraging our solution to stay ahead of the competition.</p> <p>Looking forward to connecting with you soon.</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: E.g., "{{Contact.FirstName}}, see how {{RecentCustomer.CompanyName}} is gaining a competitive edge"
- Engaging Opening: Mention the recent partnership with a competitor to create urgency and relevance.
- Value-Driven Content: Highlight specific benefits and results achieved by similar companies to demonstrate value.
- Call to Action: Propose a specific next step (a brief call) to discuss how your solution can be tailored to their needs.
- Social Proof: Include a relevant case study or resource to build credibility and provide immediate value.
Merge Tokens Used
{{Personalized.SubjectLine}}{{Contact.FirstName}}{{CompanyName}}{{ValueProposition}}{{Benefit}}{{ContentLibrary.Resource}}{{Sender.Name}}{{Sender.Title}}{{Sender.Company}}{{Sender.ContactDetails}}Play Description for LLM
<play> **PLAY NAME** Targeting Customer's Competition --- **🔁 Triggers** - Identify a new paying customer gets added to CRM. Trigger list of competing / lookalike companies based on tech data, overlapping keywords, shared intent topics --- **⚡️ 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** ✅ Cold / New Leads --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone --- **✏️ Summary** Your current customers make a good conduit to new ones. When one of your customers closes a deal, go and prospect their competition for it. Because they’ll have a similar profile to your customer, you know that these competitors should be a good fit for your solution. Target them with an automated email campaign that references the missed deal. Show them how your product can help them, like their competition, expand and improve their results. --- **✏️ Default Natural Language** When a **new paying customer** is added to the CRM for **any company**, then: - Discover **up to 20** ZoomInfo contacts that meet **select criteria** based on competing or lookalike companies - Export to **select system** as **record type** - Enroll in **Competitor Outreach campaign** - Assign to **select Account Owner** --- **Explainer-Video-Script** Want to target even more of your ideal customers? Use our Targeting Customer Competition play! Your current customers are a great conduit to new ones. As soon as you close a deal, prospect that company’s competition. Because they’ll have a similar profile to your new customer, their competitors will likely be a good fit for your solution as well. Identify these competitor companies and enroll them in a campaign showcasing the value of your solution to their type of company, or even get as specific as their competitor. Now you’ve got a head start on every deal! --- **🏷Features)** Copilot, ABM Audiences, Technographics --- **🏷️ZoomInfo Data Types)** Contact Data, Company Data, Technographics --- **📁 Sales Stage** Pre-Sales --- **🚦 Difficulty** 🟦 - Intermediate --- **🧪Standard Operating Procedure (SOP)** ## 1. Identify New Customer - Monitor CRM for newly added paying customers - Trigger automated search for competing/lookalike companies ## 2. Competitor Analysis - Analyze tech data, overlapping keywords, and shared intent topics - Generate list of potential target companies ## 3. Data Export and Enrichment - Export competitor data to designated business system (CRM, MAT, SEP, CSV) - Enrich exported data with additional relevant information ## 4. Lead Assignment - Automatically assign new leads to appropriate sales team members ## 5. Campaign Creation - Develop targeted email campaign referencing missed deal - Highlight product benefits and competitive advantages ## 6. Campaign Enrollment - Enroll identified competitors into the automated email campaign ## 7. Multi-Channel Engagement - Implement outreach across various channels (email, text, mail, events, ads, chat, phone) ## 8. Personalization and Customization - Tailor messaging to emphasize how your product can help them compete ## 9. Performance Tracking - Monitor engagement metrics and conversion rates - Analyze campaign effectiveness ## 10. Continuous Improvement - Refine targeting criteria based on performance data - Update campaign messaging to reflect market trends and feedback --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Personalized.SubjectLine, Contact.FirstName, CompanyName, ValueProposition, Benefit, ContentLibrary.Resource, Sender.Name, Sender.Title, Sender.Company, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (TAV * SR * ER * CR / 10^6) * ADS --- **🟨 Yield Key Drivers** Signal Relevance (SR), Engagement Rate (ER), Conversion Rate (CR), Average Deal Size (ADS), Target Account Volume (TAV) --- **🟨 Yield Driver Definitions** Signal Relevance (SR) This metric assesses how closely the identified intent signals match the product or service offerings - a higher SR indicates that the intent signals are more accurately aligned with the offering. 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. Target Account Volume (TAV) This is the total number of target accounts that are identified for this strategy. --- </play>