User Expansion

Uncover untapped opportunity at customer accounts by calculating their user saturation rate. Determine the total number of potential users at an account (by counting all the contacts that have job titles, functions, and levels consistent with your typical user base), then divide the number of their current user licenses into the number of total potential users. Focus your efforts on expanding accounts that have relatively low saturation rates, but show enough adoption to indicate that they value your product. Start by focusing on accounts with a user saturation rate between 10 and 60 percent.

<play> **PLAY NAME** User Expansion --- **🔁 Triggers** - Identify user saturation rate to identify accounts that are below target --- **⚡️ Actions** - Source expanded set of contacts which meet your persona definition - Send record to your CRM - Assign to a Account Owner - Enroll in User Expansion campaign --- **✅ Goal / Problem to Solve** ⬆️ Upsell & Cross-sell --- **➡️ Channels** ✉️ Email, 💬 Text, 📪 Mail, 📅 Events, 📢 Ads, 🖥 Chat, 📞 Phone, 👩‍💻 In-App --- **✏️ Summary** Uncover untapped opportunity at customer accounts by calculating their user saturation rate. Determine the total number of potential users at an account (by counting all the contacts that have job titles, functions, and levels consistent with your typical user base), then divide the number of their current user licenses into the number of total potential users. Focus your efforts on expanding accounts that have relatively low saturation rates, but show enough adoption to indicate that they value your product. Start by focusing on accounts with a user saturation rate between 10 and 60 percent. --- **✏️ Default Natural Language** When someone **select form interaction** the form(s) **select form(s)** then discover **up to 20** ZoomInfo contacts which **select criteria** then export to **select system** as **record type** and **select campaign** and assign to **select user** --- **Explainer-Video-Script** Want to sell more seats to your customers? Use the user expansion play to uncover untapped opportunities! First, take an account’s number of current users over the total number of potential users to calculate user saturation. Combine this with persona data and enroll unengaged but likely users in a campaign to get them up to speed on the value your product is already delivering to their colleagues. Start by focusing on accounts with low to moderate saturation and watch your seats expand like a set of bleachers! --- **🏷Features)** Contact Discovery, Copilot, ABM Audiences --- **🏷️ZoomInfo Data Types)** Buying Committee, Company Data, Contact Data --- **📁 Sales Stage** Post-Sales --- **🚦 Difficulty** 🟢 - Easy --- **🧪Standard Operating Procedure (SOP)** ## 1. Calculate User Saturation Rate - Determine total potential users at account - Divide current user licenses by total potential users - Identify accounts with 10-60% saturation rate ## 2. Define Target Criteria - Set contact criteria based on typical user persona - Establish parameters for job titles, functions, and levels ## 3. Automated Contact Discovery - Use ZoomInfo to find up to 20 contacts meeting criteria - Focus on accounts with satisfactory adoption rates ## 4. Data Export and Enrichment - Export discovered contacts to CRM - Enrich contact and account data as needed ## 5. Lead Assignment - Automatically assign new contacts to Account Owners ## 6. Campaign Enrollment - Create User Expansion campaign - Enroll discovered contacts into the campaign ## 7. Multi-Channel Engagement - Implement outreach across various channels (email, text, mail, events, ads, chat, phone, in-app) ## 8. Performance Monitoring - Track user expansion metrics - Monitor engagement and conversion rates ## 9. Continuous Optimization - Regularly review and refine target criteria - Adjust campaign messaging based on performance data ## 10. Upsell and Cross-sell Opportunities - Identify accounts ready for additional products or services - Develop tailored expansion strategies for high-potential accounts --- **🪙 RAG Inputs Used (Broad)** Company Information, Signals & Behavior, Account Data, Contact Information, Content Library, Messaging, Copilot AI Account Summary --- **🪙 Email tokens Used** Contact.FirstName, Sender.Company, CompanyName, CurrentSaturationRate, ContentLibrary.Whitepaper, Sender.Name, Sender.Title, Sender.ContactDetails --- **🟨 Yield in $ Formula** Potential Yield = (VLSA * CR / 100) * ADS --- **🟨 Yield Key Drivers** Conversion Rate (CR), Average Deal Size (ADS), Volume of Low Saturation Accounts (VLSA) --- **🟨 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 Low Saturation Accounts (VLSA) This refers to the total number of customer accounts identified as having low user saturation rates and thus presenting potential for expansion. It provides the base number of target accounts for this expansion strategy. --- </play>