Prospecting Plays
Find and engage new leads
Contact Internal Moves
Personnel changes create great prospecting opportunities. When an executive is promoted internally, they typically look to make their mark in the first 90 days, including evaluating existing technology.
Contact External Moves
When a new executive is hired, they typically look to make their mark in the first 90 days, including evaluating existing technology and services. Get in front of them early.
General News Signal
Company news can predict an organization's readiness to purchase. When significant company news happens - new facilities, office relocations, or layoffs - move quickly.
Opportunity News Signal
When significant company opportunity news happens, such as new products or market initiatives, your sales and marketing teams should move quickly to engage.
Financial News Signal
Company financial news like mergers and acquisitions signals readiness to purchase. Your teams should move quickly to engage.
Funding Round Signal
When a company receives funding, it's a strong signal they'll begin making new investments. It's an event worthy of congratulations and a natural conversation starter.
Lookalike ICP Targeting
Setting up scoring models to target the best-fit, highest priority accounts is essential for optimizing outbound prospecting performance.
Intent Signal Targeting
Intent data lets you know which companies are actively searching for a solution like yours. Target prospects showing high purchase intent.
Review Site Intent
Intent data from review sites identifies prospects further along in the buying process, actively in the market for solutions.
Tech Install Targeting
Knowing what tech your product plays well with can expand your market. Run outbound campaigns to potential customers using complementary technologies.
Competitive Tech Added
Use technology trackers to identify when targets buy from competitors. Launch a 'switch to us' campaign 6-9 months after they adopt competitor tech.
Competitive Tech Uninstall
Companies that churn from your competitors are already educated on your value proposition and actively searching for alternatives.
Targeting Customer's Competition
When one of your customers closes a deal, prospect their competition. They'll have a similar profile to your customer.
Site Visit Targeting
Turn anonymous, high-value website visits into known accounts with strong first-party buyer intent signals.
Social Activity Targeting
Social media channels are great sources of leads. When you see engagement on your posts, convert that interest into pipeline.
Event Targeting
Use event attendee lists to prospect with critical information like names and contact info that event managers don't always provide.
Physical Mail
Sometimes you need to nudge prospects with a direct gift, especially if you've had no prior engagement with them.
Fiscal Year End Targeting
The end of a fiscal year is a great time to get in front of potential customers looking to spend remaining budget.
Podcast Mention
Get notified when a key prospect discusses topics relevant to your business in a podcast.
Lead Engagement Plays
Nurture and convert leads
Fast SLA on Form Fill
Responding quickly to inbound inquiries dramatically increases success. Conversion rates are 8x higher when salespeople call within the first minute.
Recycle Leads
If SDR cannot reach a prospect, leave voicemail and add them to a nurture sequence. Keep leads warm until they're ready to engage.
Auto Nurture Content Download
Content downloads and webinar leads often go cold. Automate nurture sequences to keep these leads engaged.
Abandoned Form Follow-Up
Half of all website forms are left unfinished. Following up on abandoned forms can rescue valuable leads.
Abandoned Form - Calendar Booking
When a prospect fills out a form but you can't reach them, send an engaging message with a calendar invite.
Abandoned Chat Follow-Up
When a prospect initiates chat but doesn't convert, follow up to capture the opportunity.
Abandoned Chat - Calendar Booking
When a prospect initiates chat but you can't connect, send a calendar invite with tailored messaging.
OOO Welcome Back
If a prospect's out-of-office reply comes back, set up a timely welcome back response to build rapport.
Trial Provisioning Flow
Multiple inbound leads from a single account may indicate recurring business challenges. Offer a free trial to high-potential prospects.
Account-Based Marketing
Influence accessible end-users to create a groundswell of demand that eventually reaches decision-makers.
Custom Messages in Chat
Respond to your best prospects with pre-written chats geared toward your specific value offer for them.
Product-Specific Targeting
When a potential customer views a product page, recognize their interest and send targeted ads and messaging.
Persona Expansion
When a new lead comes in, pursue the rest of the stakeholders who influence purchasing decisions at the company.
Opportunity Management Plays
Move deals to close
Pre-Meeting Aircover
For upcoming demos, identify the buying committee and target them with display ads so they see your brand everywhere.
Pre-Meeting Confirmation
Meeting confirmation is the first step toward closing. Send an invite while on the phone and get them to accept.
Pre-Meeting Survey
Send a qualification survey ahead of the demo meeting. You'll see a higher show rate and better prepared meetings.
Meeting No-Shows
A certain percentage of prospects will miss meetings. Set up notifications for no-shows and follow up immediately.
Completed Meeting, No Opportunity
Sometimes a great demo doesn't convert immediately. Keep the prospect warm with targeted nurture campaigns.
Multi-threading Opportunities
The average opportunity has 5 stakeholders. If you're only working with one, you have a single point of failure. Identify additional decision-makers.
Stalled Opportunity
Track deal progress to make sure things keep moving. When an opportunity stalls, trigger immediate follow-up.
Qualifying Out Opportunities
When an opportunity has been in limbo for months, revive it through outreach from your leadership team.
e-Sign Follow Up
When a contract hasn't been signed after 48 hours, follow up to help close the deal.
Competitor Mentions
When a competitor is mentioned during sales conversations, trigger personalized competitive positioning content.
Lost Deal Re-Engage
When a prospect backs out at the last second, mark them closed-lost and automate a sales flow to re-engage later.
Replace Deal Champion
When your champion makes a career move, don't lose the account. Quickly identify and build relationships with new stakeholders.
Customer Success Plays
Retain and grow accounts
Onboarding Sales Flows
It's not enough to get new users started. Build account champions by offering product support, demos, and webinars.
General User Engagement
Track user engagement at new accounts to make sure they're getting value. Monitor seats being used and feature adoption.
Low Adoption Engagement
There's downsell risk when customers aren't using the full scope of what they purchased. Pinpoint underutilized features.
Upcoming Renewals
Schedule customer check-ins 90 days before renewal to understand how their priorities have evolved.
At-Risk Customer Surveys
Send quarterly NPS surveys to identify customers at risk of churn. Pinpoint renewal problems before they happen.
Customer Awards or Recognition
When a customer receives awards or recognition, celebrate with them through direct mail or gifts.
Congratulate Promotions
When an internal executive is promoted, they look to make their mark in 90 days. Use this as an upsell opportunity.
Automate Customer Referrals
Customer referrals with testimonials can be a significant contributor to pipeline. Make it easy for customers to give referrals.
Win Back Churned Customers
Churned customers aren't always gone for good. Win them back by resolving their reasons for leaving.
Expansion & Upsell Plays
Grow customer value
Product Usage Upsell
If you sell a usage-based product, automate an upsell motion when customers approach their limits.
Web Visit Upsell
Customers may research additional products on your website. Use site tracking to identify expansion opportunities.
User Expansion
Calculate user saturation rate to uncover untapped opportunity at customer accounts.
Cross-sell Targeting
First-time buyers often want to prove value with smaller purchases. Support new buyers with cross-sell campaigns.
Customer Upsell
The customer life cycle creates great opportunities to upsell. Clients with good engagement generally want more functionality.
Product Feature Announcement
Leverage new product features by sending release communications to customers who would benefit.
Upsell Feature-Specific Demo
When you release a new product or feature, deploy pop-up notices and invite customers to a demo.