THE MODERN SALES PLAYBOOK
100
Pipeline
Plays
How to Supercharge Your Funnel
with Data-Driven Automation
Introduction
06
Pipeline Plays
explanation
08
STAGE 1
Target to lead
Engage and
convert your
leads into New
Customers.
STAGE 2
Lead to demo
STAGE 3
Demo to close
STAGE 4
Post-sale
Conclusion
12
66
116
170
224
5
INTRODUCTION
At ZoomInfo, we use next-generation software
Modern business moves at an incredible
pace. New technologies and competitors, an
increasingly global economy, and constant
social disruptions are forcing fundamental
change so quickly that it's nearly impossible
to keep up. But the right tools can help.
to monitor millions of digital signals from around
the globe. When the right signals are detected,
automation tools can trigger proven sales plays.
This is the magic of data-driven automation: it
enables a broad array of reliable and repeatable
actions that you can set up, test, and optimize,
offering a way to scale any business.
HENRY SCHUCK
We’ve compiled these 100 data-driven Pipeline
Founder and CEO,
ZoomInfo
Plays from across the sales journey to help B2B
For sales and marketing teams, this means powerful platforms that can
harness insights from a flood of data, freeing people to focus on what
they do best: talking to customers and closing deals.
Sales automation is a key tool in this process. Research shows that
30 percent of sales tasks can be automated and that fully embracing
automation can triple the amount of time sales representatives spend
revenue teams everywhere. They’re outlined
here with straightforward steps that you can use
to work more efficiently and hit your number.
We know these plays work because we’ve
perfected them ourselves. Now it’s your turn to
give them a test drive.
talking with customers.
Whether you’re a startup or a Fortune 500
But without the right data and engagement technologies in the mix,
your sales team to the next level and help them
revenue teams can miss promising opportunities and wind up spinning
their wheels on less fruitful targets. It doesn't have to be this way.
100 Pipeline Plays
company, we’re confident this guide will take
reach their full potential.
7
INTRODUCTION
PIPELINE PLAYS EXPLANATION
At the core of this strategy are distinct
data-driven Pipeline Plays: step-byPIPELINE PLAYS
The Essential
Elements
step instructions for tackling common
scenarios that crop up along the sales
journey. We find what works, share the
results, and use our world-class data and
insights to automatically set each play in
motion at just the right time.
The plays in this book contain:
• Real-world scenarios to address
• Data-driven triggers that put the play
in motion
• Actions that can be taken to drive results
• Customizable scripts and templates
• Examples of expected results
Combined with accurate data and
It’s a major reason we’ve been able
automation tools, these go-to-market
to record consistent revenue growth
There’s an art to sales and marketing. Whether
plays can drastically reduce manual tasks
and incredible efficiency on our path
you’re building a lasting client relationship or
and minimize human error. Simply put: we
from scrappy startup to publicly traded
crafting the perfect introductory message, the
want machines to handle the mechanical
company. Now, we want to share with you
ability to establish a genuine connection cannot
work and your people to focus on the art of
what we’ve learned along the way.
growing your business.
We’ve taken 100 of our best Pipeline Plays
Let’s get started.
be replaced.
But there's also a science to this process.
and sorted them into categories that
At ZoomInfo, we’re obsessed with testing,
reflect the major stages in the sales cycle,
refining, optimizing and repeating the tactical
from lead generation through customer
elements of sales—whom to target, when to
retention. We’re confident they’ll deliver
reach out, what to say—so our people can spend
immediate results and help you build a
more time building strong relationships and
foundation for sustainable success.
delighting customers.
100 Pipeline Plays
9
INTRODUCTION
PIPELINE PLAYS EXPLANATION
How to Build Your
Sales Strategy
Vision alone won't move the needle for a
business if your team is guessing about
the best way to turn prospects into paying
customers. Here's how our Pipeline Plays
can make the difference.
01
02
03
Strategies
Tactics
Plays
Breathe life into your high-
Assemble and customize the
Select the proven
level strategic priorities
constellation of plays that
templates, checklists, and
by connecting discrete,
can animate and elevate
workflows that can unlock
ground-level actions to
your team’s tactical plans,
opportunity at critical
your team’s broader goals
from initial outreach to
touchpoints along the
and values.
closing the deal.
sales journey.
11
STAGE 1
CONVERT
01
Target to Lead
Insights to target, engage, nurture,
and convert
Stage 1 Plays
1. Create a lead-scoring algorithm ............................................................................. 14
2. Automate ideal customer profiles ......................................................................... 16
3. Web form submission fast follow-up.................................................................... 18
4. Abandoned chatbot follow-up ............................................................................... 20
5. Use intent data to pinpoint prospects ............................................................... 22
6. Purchase review site intent data ............................................................................ 24
7. Track website behavior to identify visitors....................................................... 26
8. Identify prospects through website visitor insights ................................. 28
9. Shorten forms to increase lead conversion................................................... 30
10. Monitor company news ............................................................................................. 32
11. Funding round congratulations ............................................................................. 34
12. Monitor competitor technology ........................................................................... 36
13. Track personnel changes ......................................................................................... 38
14. Technographic targeting .......................................................................................... 40
15. Zero waste ad targeting.............................................................................................. 42
16. Account-based groundswell creation ............................................................ 44
17. Capitalize on competitor churn ............................................................................ 46
18. Target your customers' competition ................................................................ 48
19. Leverage high-performing social content ................................................... 50
20. Pre-event list prospecting....................................................................................... 52
21. The gift nudge .................................................................................................................. 54
22. Automate customer referral requests............................................................. 56
23. Nurture leads from content download ........................................................... 58
24. Abandoned form follow-up .................................................................................... 60
25. Product-specific targeting ..................................................................................... 62
13
1
STAGE
Target to lead
THEME
Expand
Create a lead-scoring algorithm
Scenario
Expected Results
If a company generates hundreds or thousands of leads
per month, trying to determine which leads are high
quality and how to route them can be time consuming.
Instead, use a lead-scoring algorithm that analyzes win
rates against data points from ideal customer profiles
(ICPs). For example, imagine you have 100 qualified leads
from a product webinar. Historically, your strongest win
rates come from mid-sized companies in manufacturing,
with at least 500 employees, use Salesforce, and own
at least five trucks. Use these five attributes to create a
lead-scoring algorithm to rank the webinar leads. Now
you can route the highest-quality leads to your topperforming account reps, while automating interaction
with the lower-quality leads.
Triggers
• A lead or demo comes in that needs to be scored
• Sales leaders need to know where to route leads
At ZoomInfo, we saw the
following results:
• ZoomInfo’s lead-scoring
model led to a 130 percent
increase in win rate
• Routing leads based on
the abilities of individual
reps increased the overall
effectiveness of the sales
team
• The sales and marketing
teams have a greater
understanding of what
qualifies as a high-quality
lead and which prospects
In a way that’s
as automated as
possible, I want to
get my best people
on the best leads,
and the scoring
model tells me
which leads are
the best.”
can enter a demand gen
campaign
Actions
• Develop lead scoring algorithms based on ICP
attributes and technographics
• Route the highest-quality leads to top AEs
• Send low-scoring leads to outbound demand
CHRIS HAYS
Chief Revenue Officer
ZoomInfo
generation campaigns
100 Pipeline Plays
15
15
2
STAGE
Target to lead
THEME
Expand
Automate ideal customer
profiles
Scenario
Expected Results
Setting up scoring models to target the best-fit, highest
priority accounts is essential for optimizing outbound
prospecting performance. Many scoring models rely on
CRM data to seed and train the model to return an ideal
customer profile—but that data is often inaccurate or
incomplete.
• Higher connect rates
• More meetings
• Higher win rates
• Improved team morale
ZoomInfo's artificial intelligence analyzes account
profiles for deals won and lost, customer attributes,
firmographics, technologies, and other relevant data
points to create ideal customer profiles. You can
further prioritize your ICPs with buyer intent and other
actionable insights.
Triggers
• No ICP exists or it is not supported by data
Targeting the best-fit, highest
priority accounts is the name
of the game for optimizing
performance and producing
ideal outcomes.
Actions
• Export list of accounts that were closed won (good fit)
or closed lost (bad fit)
• Import list of accounts to generate an automatic ICP
• Use the ICP attributes discovered to identify other
NINA WOOTEN
Director of Demand
Generation,
ZoomInfo
lookalike accounts
• Focus outbound prospecting on these accounts
100 Pipeline Plays
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3
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Web form submission
fast follow-up
Scenario
Expected Results
Email template
At ZoomInfo, we saw the
following results:
Subject line:
65
you requested
Responding quickly to inbound inquiries will dramatically
increase your chances for success. A recent study showed
conversion rates are eight times higher when salespeople
place their first call within five minutes of getting a lead.
When a website visitor researches a project management
solution and fills out a web form for a product demo, the
assigned SDR should receive an automated alert and contact
the prospect immediately. If they can’t reach the prospect,
When we get
back to a lead in
under 90 seconds,
it exponentially
they should leave a voicemail and add the prospect to a
increases the
follow-up email sequence requesting a call.
likelihood of us
Triggers
• Web form submission
• Prospect has immediate interest about a product
converting that
lead.”
at set intervals, in addition to emailing the prospect
• If an SDR is busy when a form submission comes in the
rep should route the request to another SDR
• Append prospect with mobile phone, company
conversion rate of inbound
leads to demos
Call within 5 minutes:
8
×
higher converstion rates
Email:
[first name],
Thank you for your interest in our services.
You submitted a demo request form, but I
haven’t been able to reach you by phone to
schedule the demo.
Please let me know some good dates and
times for the demo on your end.
Actions
• Call prospect within five minutes of form submission
• If the lead doesn't answer, leave a voicemail and call again
%
[first name], let’s schedule that demo
In the meantime, if you have any questions
HENRY SCHUCK
CEO and Founder
ZoomInfo
about our services, don’t hesitate to contact
me by replying to this message or calling
me directly.
Best regards,
[sales rep first name]
information, and additional buying committee
100 Pipeline Plays
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4
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Abandoned chatbot follow-up
Scenario
Expected Results
Email template
• Increase in converted leads
• Increase in meetings booked
Subject line:
Interacting with prospects via chatbot is a valuable
opportunity to connect in real-time, answer questions,
and point them in the right direction. However, the buyer
has control over these conversations and can end them
at any time.
If a prospect abandons a conversation before providing
contact information or filling out a form, use the IP and
company data in ZoomInfo's Intelligence platform to
identify the chatbot visitor's company and enrich that
Picking up the conversation
Email:
Hi [first name],
One of your colleagues, [colleague name],
recently showed interest in our [product
data to identify the company's likely buying group.
name]. I wanted to reach out to see if we
Then set up an automated email sequence to them. By
could still be of use to your team.
reaching out to other potential decision-makers, you
can ensure that this is not a missed opportunity, but
rather a starting point to engage with the right people.
Triggers
• Abandoned chatbot conversation with no form fill
or contact information
Actions
• Enrich company data to identify potential buying
committee
• Email sent to other potential decision-makers
100 Pipeline Plays
Connect with
prospective buyers
in real-time through
chatbot technology
[Insert brief product description and the
problem it solves].
I’m confident that we can have an
immediate impact on your [quarter/year],
just like we have for all of our customers
[hyperlink to case study/testimonial page].
Can we set up 15 minutes to chat sometime
this week?
Best,
[sales rep name]
21
5
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Use intent data to pinpoint
prospects
Scenario
Expected Results
Email template
• Improve outbound
Subject line:
Prospect firmographics and technographics help you
identify who’s a good fit for your solution. Intent data
helps you target those prospects at the right time.
Intent data casts a broad net across the internet to
gather top-of-funnel signals about issues, solutions,
technologies, and vendors that buyers research before
making a purchase. Using ZoomInfo, you can select
intent topics related to your business and monitor when
a specific account, or set of accounts, conducts high
conversion rates
• Connect with more
prospects at the right time
[account name] - [your value proposition in a few words]
Email:
Hi [first name],
At [your company name], we work with a lot of organizations like
yours who are experiencing needs related to [spiking intent topic
levels of potential-purchase research. Intent data gives
issue] and evaluating [spiking intent topic solutions category
your sales teams a leg up on the competition through
solutions].
early visibility to developing opportunities.
Triggers
• Spiking intent data detected on criteria or set of topics
related to your business
Can we schedule 15 minutes to share a demo of [our solution] with
you and your team?
Thanks,
[sales rep name]
Actions
• Use filter criteria to identify the likely buyers at the
spiking account
• Export likely buyer records to sales automation system
• Divide into sequences based on each topic
• Assign to the appropriate reps and send on their behalf
100 Pipeline Plays
23
6
STAGE
Target to lead
THEME
Expand
Purchase review site intent data
Scenario
Expected Results
You can purchase intent data from review sites to
identify prospects that are further along in the buying
process and actively in the market for solutions. This
"late stage" intent data provides visibility into who is
researching in your category, your specific products,
your competitors, and possible alternatives. Target
prospects with an automated email campaign that
outlines what makes your product a better alternative
to competitors’ solutions.
Many review sites will identify a company but not the
site visitors. To initiate a campaign against this limited
information, enhance the data to identify buying
committees at the interested companies.
Triggers
• A potential customer took one of the following actions:
• An increase in meetings with
qualified accounts
• Enrichment of buying
committee
Target prospects with an
automated email campaign
that outlines what makes your
product a better alternative to
competitors’ solutions.
- Viewed a relevant category page on a review site
- Viewed your company profile on a review site
- Viewed a competitor profile on a review site
- Compared your product to another competitive
solution on a review site
Actions
• Initiate an automated email campaign outlining
competitive differentiators
100 Pipeline Plays
100 Pipeline Plays
25
7
STAGE
Target to lead
THEME
Expand
Track website behavior to
identify visitors
Triggers
Scenario
• Use a visitor tracking tool to activate workflows based
Website visitor tracking solutions now offer identity
on triggers such as:
resolution that enables you to link anonymous visitors
to the company they represent. Now you can see how
many people from “Acme Corp” visited your website in
the past week, the pages they visited, what products
Being able to catch
prospects pre-inbound
they viewed, and how much time they spent on the site.
has led to higher
Armed with this intelligence, you can run targeted or
meeting conversion
account-based campaigns to the buying groups at
rates and better email
that company.
engagement because
Combining visitor tracking tools with automated
the content is hyper
workflows allows you to automate communications to
relevant to their recent
accounts with meaningful activity on your website. You
can also track website activity around the clock so you’ll
behavior."
- When X visitors from an account hit my website
in a 48-hour period
- When a visitor from an account views a specific
product or pricing page
- When a visitor spends X minutes on my website
• Higher conversion rates for
outbound teams following
up on high-quality first-party
intent signals
Actions
• Pull a list of all contacts at a relevant account that
match the job level and function criteria for the
typical buying group and
• Add them to an account-based advertising campaign,
marketing automation drip, or sales automation call
never miss a meaningful opportunity.
NINA WOOTEN
Director, Demand
Generation, ZoomInfo
100 Pipeline Plays
Expected Results
campaign.
• The sequence should note their onsite behavior and
offer them related content and or a product demo.
27
8
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Identify prospects through
website visitor insights
Scenario
Expected Results
Email template
• Increased new business
Subject line:
By using a website visitor insight tool, you can turn
anonymous, high-value visits to your website into known
accounts with strong first-party buyer intent signals.
Then pull together a campaign to nurture and reach out
to these prospects based on your typical buyer profile.
opportunities
Email:
Set up an automated workflow to trigger an outreach
Hi [first name],
motion to the buyers at these accounts.
As a [their title], I’m sure one of your top priorities this year is to [X].
Triggers
• Anonymous visits to specific pages on your website
within the past 30 days
Actions
• Use website visitor insight tool to identify visitors
• Export contact records to Salesforce
• Add to outreach campaign
• Send emails
The solution you’ve been waiting for
The time savings
How are you going to achieve this goal?
with [automated
[your company name] works with [their title]s every day to [X].
workflows] has been
[elevator pitch]
incredible. It has
After doing some preliminary research, [account name] looks like
allowed me to step
they’d be a great fit for [your company name]. Could we connect
out of the day-to-day,
soon to discuss the strategies you have in place for this year?
tactical tasks and
Thanks,
spend more time on
[first name]
strategy."
DAVID CARTER
Safety Services
100 Pipeline Plays
29
9
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Shorten forms to increase
lead conversion
Scenario
Expected Results
Marketers spend immense amounts of resources to drive
traffic to websites and landing page forms to collect
data on prospects. Some even use progressive profiling
to gather dozens of data points. These inputs are often
necessary to ensure that leads get routed to the right
sales rep. However, studies show that the number of
• Increased conversion rates
from MQLs to demos
• Reduced bounce rates
fields required to fill out a form is inversely related to the
conversion rate.
Enhancement software, like ZoomInfo’s FormComplete,
can reduce the form fields to just one: a business email.
From this single email, you can enrich incoming leads
You can increase
with more than 40 data points. And if no matching record
conversion rates
for the email exists, the form can dynamically adjust and
from traffic to form
ask for the additional data points needed.
Triggers
• You are using forms with more than one required field
• Your routing rules require a handful of data points
• Your forms have poor conversion rates
submissions without
reducing the quality
of leads.”
Actions
• Reduce the number of form fields and leverage your
B2B data provider to fill in any missing information.
TAL RAZ
Vice President, Product
Growth, Zoominfo
100 Pipeline Plays
31
31
10
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Monitor company news
Scenario
Expected Results
Email template
• Uncover new opportunities
• Boost response rates
• Improve lead conversion on
Subject line:
Company news—such as new initiatives or products,
a new facility or relocation, mergers and acquisitions,
or layoffs—can predict an organization’s propensity to
purchase. When significant company news happens,
your sales and marketing teams should move quickly
and reach out to new buying groups based on this
information.
But it's difficult and time consuming for busy teams to
outbound communications
Ensuring a successful [acquisition]
Email:
[first name],
Congrats on the acquisition of [acquired
track the constant movements and developments of
company]. I'm sure merging these
companies. Automated triggers and actions simplify
businesses will be a major key to your
this process. Instead of manually adding contacts to
[year] success.
campaigns and lists, you'll be able to stay focused on
fostering customer relationships, prospecting sales,
and closing deals.
Triggers
• A news event is detected about a company
Actions
• Export the account to your CRM
• Add the likely buying group to a campaign in a sales
engagement system
• Nurture with email
• Run targeted ads
100 Pipeline Plays
As you combine [systems or processes],
we can help ensure a smooth transition. In
[year], we helped [customer name] with a
When significant
company news
happens, your sales
and marketing
teams should be
the first to reach
the prospective
customer.
[type of merger or acquisition]. Check out
this case study to learn more [insert link].
Can we get on a call to walk you through
how [your company] optimizes your postacquisition go-to-market strategy? What
time works to connect?
Thanks,
[sales rep name]
33
11
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Funding round congratulations
Scenario
Expected Results
Email template
When a company receives a round of funding, it’s a
strong signal that they are likely to begin making new
investments to grow their business. It’s an event worthy
of congratulations and a natural conversation starter.
But it’s not easy to manually track when every company
receives funding. With ZoomInfo's Scoops function, you
can identify prospect companies and trigger automated
workflows to send an email congratulating them on the
funding round, introducing your company, and educating
the prospect on how you can help turn their new funding
49% 1%
open rate
increase
3%
reply rate
increase
click rate
increase
Subject line:
Congratulations on your funding round!
Email:
[first name],
Congratulations on your [series] funding. We work with a lot of
companies in the [industry] to help them scale and accelerate
their revenue growth post-funding. Here’s a case study you can
into future growth.
read about how we helped [company] following their [series].
By automating this workflow, reps can get a jump start
I’d love to show you a demo of [product name]. Ping me after
on outreach.
you take a look at the case study, and let’s chat about it.
Triggers
Best,
• Funding Scoops
• Additional criteria such as target account list, company
[sales rep name]
size, or industry, can be overlaid to ensure the
campaign runs to target accounts
Actions
• Use a workflow to add the likely buying group contacts
to an email sequence
100 Pipeline Plays
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12
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Monitor competitor technology
Scenario
Expected Results
Email template
• Uncover new opportunities
• Boost response rates
• Improve lead conversion on
Subject line:
If you're a technology vendor, a way to identify good-fit
target prospects is to know which accounts are buying
from your competitors. Instead of viewing the prospect
as a lost cause, use their buying patterns as an indication
that they are worth pursuing over the long run.
You can use the insight about their purchases as a way
to angle your pitch to convey the unique value that
your product offers and, more importantly, what the
outbound communications
[account name] - [your value proposition in a few words]
Email:
Hi [first name],
I wanted to reach out because I was looking at your website and
competition is lacking.
thought you would be a great fit for [your company name]. I’m not
Triggers
[brief company description with value proposition].
• Detection of an account using competitor technology
Actions
• Launch a targeted email sequence that conveys the
better value of your product
sure how familiar you are with [your company name], but we are
More than that, [highlight a specific solution or feature tailored to
their needs].
I was hoping to get 15 minutes on your calendar next week to
show you how we’re helping companies similar to yours exceed
their revenue goals.
Thank you,
[sales rep name]
100 Pipeline Plays
37
13
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Track personnel changes
Scenario
Expected Results
Email template
• Improved response
Subject line:
Personnel changes create great prospecting opportunities.
For example, when a new executive is hired, they typically
look to make their mark in the first 90 days, including
evaluating existing technology and services and buying
new ones. Getting in front of these executives early gives
you the opportunity to influence their agenda and increase
your chances of winning a deal. Plus, a new job is a natural
conversation starter, since people are already fielding plenty
of congratulations from their extended networks.
rates
• Increase in meetings
Congratulations. We're ready to help you
achieve your goals.
Email:
Hi [first name],
Congratulations on your new role as [job title]
Personnel moves can also reveal strategic changes at a
at [company]. I imagine you're underwater
company. For example, knowing which companies are hiring
getting up to speed on things. I'd love to be a
new executives in data science or corporate finance can tell
resource for you, to share with you what we're
you a lot about where they’re headed in the near future.
seeing in this function and show you some of
Triggers
• Personnel news: Executive moves, hiring plans, lateral moves,
layoffs, company exits, management moves, new hires, open
positions, promotions.
Actions
• Initiate a personalized nurture sequence that starts with an
the ways that we might be able to help you
achieve your goals.
When is a good time for us to connect for
15 minutes?
Best,
[sales rep first name]
acknowledgment of the signal type ("Congratulations on the
promotion or the new role!")
100 Pipeline Plays
39
14
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Technographic targeting
Scenario
Expected Results
Email template
• Increase outbound
Subject line:
Examining technologies used, added, and dropped at a
company can provide a wealth of important data to rank
and determine potential prospects. For example, using
ZoomInfo’s platform, you can filter by "technologies
used" to classify companies as high, medium, or low
in tech stack sophistication and identify whether their
tech stack can integrate with yours. "Technologies
added" can help identify changes in the fit level of a
technology profile. Monitoring a company’s tech stack
for competitive technologies also reveals risk of attrition.
Start by analyzing the technology profiles of your
existing customers and adjust their ICP score. Use this
adjusted ICP to target matching prospects. Set up alerts
to be notified when prospects or named accounts add
or drop technologies.
Triggers
• Detect an account using a complementary technology
or combination of technology.
• Detect an account adding or removing a technology
Actions
prospecting success rates
Improve your [what your company sells] with [your company
name]
Email:
Hi [first name],
What does your [what your company sells] look like?
Tech-driven organizations like yourself know the importance
of [what your company sells]—it can have a measurable impact
on your bottom line. But are you [list outcomes of using your
product]? That’s where [your company name] comes in.
[your company name] [address specific features and values].
[value prop A]? Yes. [value prop B] Yep. [value prop C] You got it!
Do you have time next week to discuss how we can help you drive
revenue growth?
Regards,
[sales rep name]
• Add new prospects to an email, call, or social media
campaign based on changes to their technology stack
100 Pipeline Plays
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41
15
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Zero waste ad targeting
Scenario
Expected Results
Demographics, firmographics, and technographics are
crucial for identifying and building targeted audiences.
But the real competitive edge comes when you
can target accounts based on the behavior of their
employees. Intent data captures which accounts are in
the market for a particular solution. Intent signals are
strongest when content consumption activities are
• Higher response and
conversion rates
• Better quality leads
• Lower cost per lead
much higher than average and multiple people at the
company are involved.
By adding a layer of intent data to an ICP audience, you
can hone in on good-fit groups that are more likely to
engage and convert. Now you can spend more and
Potential buyers
waste less on targeted ad campaigns. You can also
have to be a good-fit
bear a higher cost for ad targeting when you know that
AND they have to be
conversion rates and deal sizes are more likely to be high.
Triggers
• Intent spikes for good-fit accounts with relevant
job functions
Actions
in-market. If you just
have one or the other,
there’s going to be
waste. We want
zero waste.”
• Targeted ad campaign
MITCHELL HANSON
Director of demand
generation, Zoominfo
100 Pipeline Plays
43
16
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Account-based groundswell
creation
Scenario
Expected Results
reaches a tipping point where the prospective buyer
• Trials, referrals, and demos
• Higher win rates on
target accounts
is overwhelmed by internal demand for your solution
want to strengthen our partnership with our strategic customers and
Claim your free seat today and you’ll receive your login details to your
A good way to create groundswell is by offering a free
its potential value. Run targeted campaigns through
[TK number] of your colleagues currently utilizing our [product]. We
you navigate new challenges and increase productivity.
compelling case.
them to test your product’s capabilities and experience
Currently, [their company name] is one of our largest customers with
would like to provide you with free trial access to our platform to help
or you leverage the aggregated results to create a
trial to individual users at the account. Free trials allow
Some good news
Hi [first name],
difficult to reach. This play is designed to influence
a groundswell of demand. Eventually interest either
Subject line:
Email:
Senior-level prospects at large accounts can be
more accessible and responsive end-users to create
Email template
... a great approach
for difficult to reach
account right away. There is no cost to either you or [company name].
And no obligations, either.
Claim your seat: [link]
several channels, including social and display advertising,
buyers and named
tailored landing pages, and SDR outreach.
accounts that are
If you have questions or want to discuss, I am happy to talk. You can
right down the
reach me at [phone number]. Best of luck in continuing to hit your
fairway of your
personal goals over the coming weeks and months.
ideal customer
Best,
profile”
[sales rep first name]
Triggers
• Accounts that meet ICP criteria and have a high score
• Large population of potential end-users
• Target buyer unresponsive or unidentified
Actions
• Launch prospecting campaigns and free trial offers
through social and display ads, targeted email
campaigns, and tailored landing pages
100 Pipeline Plays
HUSSAM ALMUKHTAR
Sr Director of Demand
Generation, ZoomInfo
45
17
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Capitalize on competitor churn
Scenario
Expected Results
Email template
• Increase in leads
• Higher meeting booking rate
Subject line:
A competitor's customers can be a great source of
new business—if you can get plugged into the right
signals. Companies that churn from your competitors
are already educated on your value proposition
and understand its potential. This makes them well
positioned to find a better solution—you.
You can use technographic data to monitor and alert
you when a target company in your total addressable
Looking for a better alternative to
[competitor name]
Email:
Hi [first name],
market (TAM) drops a technology from their stack.
I learned today that you may be
Triggers
[competitor name]. I’d love to tell you
• Competitor's technology dropped
Actions
• Initiate outreach to the prospective customer
in the market for an alternative to
a bit about our solution and provide
a short demo. Can we chat for a few
A competitor's
customers can
be a great source
of new business,
if you can get
plugged into the
right signals.
minutes about your experience?
Thanks,
[sales rep name]
100 Pipeline Plays
47
18
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Target your customers'
competition
Scenario
Expected Results
Email template
• Book more meetings
Subject line:
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.
Triggers
• A customer closes a deal
Actions
• Research your customer’s competition for the deal
• Target these competitors with an automated campaign
• Reference the missed deal
• Highlight how you can help them close the next one
Sorry to hear your missed opportunity with [account name]
Email:
Hi [first name],
Hope you’re doing well. I heard you missed closing a deal with
[account name] to [account name that won deal]. [account name
that won deal] actually happens to be one of our customers here
at [your company name]. We helped them close this deal—and we
can help you close your next one. Here’s how:
Value proposition 1
Value proposition 2
Value proposition 3
Interested in learning more? Let’s set up a call this week. Here’s my
availability: [calendar link]. Looking forward to hearing from you.
Best,
[sales rep name]
100 Pipeline Plays
49
19
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Leverage high-performing
social content
Scenario
Expected Results
Process checklist
Social media channels can create brand awareness and
build a community of followers and advocates for your
company. Experiment with content and messaging to
identify what resonates with your audience in order
to build winning approaches. By measuring increases
in engagement (such as likes, comments, shares, or
• Higher social engagement,
1
story, and audience demographics.
more leads from social
channels
2
over-month (MoM).
find valuable and invest in the creation and sharing of
Triggers
Test content types against one another by posting
consistently over 3 months and track metrics month-
followers), you can identify content that your followers
similar content.
Decide on content strategy backed by research, brand
3
Determine which content type and format performed
best and restructure for next quarter.
• A spike in social engagement
Actions
• Generate similar content and leverage your entire
employee base to amplify the sharing of that content
on professional and social networks and through email
campaigns.
100 Pipeline Plays
51
51
20
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Pre-event list prospecting
Scenario
Expected Results
Email template
• Increase attendance rate
• Build rapport with prospects
• Ease efforts to follow up with
Subject line: This one's on us
Event managers typically receive a list of companies that
will be attending an upcoming event. But they might not
receive information critical to prospecting, such as the
names and contact information of attendees.
By leveraging a B2B data provider, you can reference
company organization charts and reporting structures
to identify contacts that fit the profile of an attendee.
Collect the email addresses and phone numbers of
potential prospects and invite them to a pre-event
leads after the event
Email:
[first name],
We can’t wait to see you at the [event name]! On behalf of
[your company name], please enjoy your favorite beverage at
meeting, a reception, or other tailored event. You could
the perfect temperature with your new tumbler. We want you
send gifts to high-value prospects to build rapport.
to succeed—and we mean it!
Triggers
Best,
• Receive a list of companies or contacts that will be
[sender first name]
attending an event or webinar
Actions
• Use your B2B data provider to identify contacts that fit
the attendee profile
• Schedule meetings, send invitations to related events,
or send gifts ahead of the event
100 Pipeline Plays
53
21
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
The gift nudge
Scenario
Expected Results
Email template
Sometimes you need to nudge prospects in the right
direction, especially if you’ve had no prior engagement
with them. Discuss with your team who exactly should
be eligible for a gift nudge. For example, someone
who is not a previous customer and has a director level
or higher title. Then set that criteria as an automated
trigger in your marketing platform.
Once the criteria is met, it will automate a message with
a gift card attached, such as $15 at Amazon, Starbucks,
or Uber Eats. This small act shows the prospect that you
value them as a potential customer—and significantly
increases the likelihood of receiving a response.
Triggers
• Gift-eligible prospect criteria is set and met
Actions
• Automate a LinkedIn message or email offering the
prospect a gift card
14
%
Sent to claimed gift card rate
64%
Subject line:
A Gift From [your company name]
Email:
Hello [first name],
Claimed gift card to booking
a demo rate
[your company name] is [brief description]. We help companies
Note: Results may vary
depending on a variety
of factors
company.
[value proposition] and we can do the same for you and your
Use [product name] today with a free trial and get a jumpstart on
your quarterly revenue targets.
Enjoy an eGift card of your choice, whether it be coffee, lunch, or a
gift for yourself.
If you are unable to accept this gift, feel free to pass it along to
someone you know.
Thanks,
[your company name] Team
100 Pipeline Plays
55
22
STAGE
Target to lead
THEME
Expand
Automate customer referral
requests
Scenario
Expected Results
Customer referrals with compelling stories of success
with your solution can be a significant contributor to
your business pipeline. Make it easy for your customers
to give referrals. Send them an automated request email
with a discount code or landing page link. Some referral
programs provide incentives, while others rely on the
good will of their customers. Run some A/B tests and roll
with what works best for you.
Ask a customer for a referral after their onboarding and
training are complete. You are more likely to get high
quality referrals if you wait until after they've had a ‘wow’
experience with your product.
• Increased leads, customers,
and revenue from referrals
• High win rate on referrals
You are more
likely to get high
quality referrals
if you wait until
after they've had a
'wow' experience
with your product.
Triggers
• A customer completes their onboarding and training
• A customer has seen positive results, provided positive
feedback, or is showing a lot of usage activity
Actions
• Send an email to the customer sharing the details of
your referral program and ask them for a referral. If you
don’t hear back, follow up with a call. They may give
you a verbal referral and tell you that to use their name
and story with a colleague or friend. They may also
provide contact information.
100 Pipeline Plays
57
23
STAGE
Target to lead
SAMPLE SEQUENCE
THEME
Expand
Nurture leads from content
download
Scenario
Expected Results
Email template
• Continued engagement
• Conversion acceleration
Subject line:
Capturing leads who download your content is a great
way to seed your database with potential buyers. But
what happens to those leads after they are collected?
Content downloads and webinar leads often aren't
"hot" enough to assign to a sales rep. But you can create
automated campaigns with multiple touches that
relate to the downloaded content to nurture the lead
to MQL
• Higher conversion rate
[First name], check out our other [topic] content
Email:
[First name],
progressively along the buyer journey.
We hope you enjoyed your download of [name of downloaded
New leads can be automatically added to nurture
content] and that it helped you to better understand the business
campaigns based on the content topic, related topics,
or their job function—with the goal of converting them
to a marketing qualified lead (MQL). Automated lead
nurturing campaigns can increase the rate of conversion
challenges you and your peers face.
Based on your interest in [content piece name], we thought you
might also be interested in the following:
of initial leads to high-value leads, and also shorten the
[Link to additional content #1]
time it takes for them to convert.
[Link to additional content #2]
Triggers
[Link to additional content #3]
• Web form submission
• Content download
In the meantime, if you have any questions, please contact us
Actions
Best regards,
• Add prospect to weekly nurture email campaign
• Offer content related to the lead’s topic interests or
[insert contact link].
[CMO signature]
job role
100 Pipeline Plays
59
24
STAGE
Lead to Demo
THEME
Schedule
Abandoned form follow-up
Scenario
Expected Results
For every ten leads submitted through a marketing
form, there are six people who started to fill out a form
but didn’t submit it. Maybe they got distracted or they
When implemented by
weren’t ready to talk to someone. If you track partial
ZoomInfo:
form fills—also known as abandoned forms—you can
boost lead volume by 60%.
ZoomInfo's FormComplete enables the real-time
capture of emails from partially filled or unsubmitted
forms. These emails are enriched with the prospect's
name, title, job function, level, and associated company
data. Marketing teams can nurture these leads or
retarget them with ads, and sales teams can follow up on
potential opportunities.
Triggers
• 1,000 leads/month
• 600 abandoned
• 120 additional demos
• 20% close rate
• 24 new customers
• No additional marketing
spend
ZoomInfo's FormComplete
enables the real-time capture
of emails from partially filled
or unsubmitted forms.
• A web form is partially filled or the CTA is clicked, but
the form isn't submitted
Actions
• Add abandoned form leads to a prospecting nurture
relevant to the form they partially completed
• Target partial form fills with ads relevant to their form
submission or web history
• Add to an SDR queue for abandoned form follow-up.
Use a softer approach than for a direct form fill
100 Pipeline Plays
61
61
25
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Product-specific targeting
Email template
Subject line:
Expected Results
Scenario
Email:
A potential customer views a product page on your
Hi [first name],
website. To capture their interest, 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.
Triggers
• Prospect views a product page on your website
Actions
• Use re-targeting to send ads about the viewed product
to the prospect
• Initiate automated email touting the value of the
product
• Follow up with a call to schedule a demo
Following up about [product name]
We think of it as
pre-form fill—it helps
capture folks who
are on the fence or
just lurking around
and maybe have
questions, but don't
know if they need to
talk to someone right
now. It’s a good target
for outbound plays."
• Improved open rates and
response rates
• Faster meeting conversion
rates
I noticed that you were recently checking out
the [company name] website. I wanted to get
in touch and see how I can help.
[brief product pitch], so I’m excited to see
that your organization is doing research on
solutions.
On top of being [two to three recent
accolades], we are growing quickly and
constantly adding new features to benefit a
business like yours. This includes:
[Feature 1]
[Feature 2]
[Feature 3]
NINA WOOTEN
Director of Demand
Generation, ZoomInfo
Can we connect next week to discuss how
[your company name] can help you achieve
your business goals?
Thanks,
[sales rep name]
100 Pipeline Plays
63
Notes
Notes
Stage
Actions
Top takeaways
Important details
To reach your goal
100 Pipeline Plays
65
STAGE 2
SCHEDULE
02
Lead to Demo
Enrich, prioritize, engage, and book
Stage 2 Plays
26. Nurture unreachable form-fill leads ................................................................. 68
27. Expand buying group on inbound leads ....................................................... 70
28. Cold call fast follow on sent email....................................................................... 72
29. Cold booking ...................................................................................................................... 74
30. Build your meeting stack ......................................................................................... 76
31. Increase meeting show rate ................................................................................... 78
32. Social media blast to prospects .......................................................................... 80
33. Out-of-office reply follow-up ............................................................................... 82
34. Prospecting for unicorns .......................................................................................... 84
35. Free trial for accounts with multiple inbounds ......................................... 86
36. Meeting no-show go-back ..................................................................................... 88
37. Immediate follow-up with demo no-shows................................................. 90
38. Reciprocal sale opportunity ................................................................................... 92
39. Send a pre-demo survey ......................................................................................... 93
40. Pre-demo targeted display ads........................................................................... 94
41. Demo CRM calendar sync ........................................................................................ 95
42. Connect with prospects through Conversation Intelligence......... 96
43. Organize on-demand "deminars" ...................................................................... 98
44. Event reminder sequence ................................................................................... 100
45. Churned customer win-back with product enhancements ........ 102
46. Closed-lost website return ................................................................................. 104
47. Proactive go-back on lost opportunities ..................................................... 106
48. Direct mail and gifts for prospects' special occasions ..................... 108
49. Follow champions from company to company ...................................... 110
50. Follow news to inform campaigns ................................................................... 112
67
26
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Nurture unreachable
form-fill leads
Scenario
Expected Results
Email template
An effective way to move forward with website visitors
who fill out a form is to contact them immediately with a
phone call. If the SDR cannot reach the prospect, leave
a voicemail and then add them to an email campaign
that encourages them to sign up for a free trial. Ideally,
send this email within 10 minutes of leaving the voice
message. Add these contacts to a call list so SDRs can
call them back.
Triggers
55
%
19
%
open rate increase
reply rate increase
Subject Line:
Your request on our website - [your company url]
Email:
[first name],
I just received your request about [your company name]’s [what
the request was for]. Thank you for your interest!
• A qualified prospect fills out a form on your website.
• The prospect doesn't answer a follow-up call.
When would be best for a five-minute call to discuss your needs?
Actions
[sales rep name]
Thank you,
• Add them to a nurture campaign that goes out
10 minutes later.
100 Pipeline Plays
69
27
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Expand buying group on
inbound leads
Scenario
Expected Results
Email template
• Accelerate the sales
Subject Line:
When a new lead comes in through a high-value web
form, you should pursue the rest of the buying group
at the account as well. Many purchasing decisions are
handled by a committee, not an individual. This will
inform a wider audience about your product, get buy-in
at multiple levels, and accelerate the sales process.
To save time and avoid a missed opportunity, trigger
automated relevant emails to the buying committee
process
• Establish credibility with
multiple members of a
buying group
Just connected with your colleague
[colleague’s name]
Email:
Hi [first name],
members right after their colleague fills out the form.
Hope you’re doing well. [colleague’s name] just
Triggers
[company and/or product name], and I wanted to
• New lead from high-value form
Actions
• Initiate email sequence to the rest of the buying group
at the account
requested more information about our product
keep you in the loop.
[elevator pitch]
I’d love to chat more about how we can have an
immediate impact on your business in [quarter].
Do you have time for a 15-minute conversation
this week?
Best,
[sales rep name]
100 Pipeline Plays
71
28
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Cold call fast follow on sent email
Scenario
Expected Results
Sample Talk Track
• Improved connect rates
• Increased meetings
Hi [Prospect] .. [Your Name] calling from [Company
We’re desensitized to the dozens of emails that flood
our inboxes every day. This is bad news when it comes
to cold prospecting. In order to stand out—and get
your message across before it’s deleted or ignored —
immediately follow up your email with a cold call. This
Name]. How have you been? … The reason for my call
today is to point you in the direction of an email I sent
personalized touch can go a long way in showing the
that outlines a few ways we can help your business. It
prospect you care.
shares a few examples of the direct impact I believe
Triggers
• Email delivery date
Actions
• Automated email followed by phone call
we can have [Cite specifics from the email — this is
where you need to be direct].
I also highlighted a few real-world case studies from
our customer base where we had a similar impact.
Have you had an opportunity to look over that yet?
If they say yes: Go for the meeting or be ready to
overcome an objection.
If they say no, which is more typical, say:
Great, well then I’m glad I called. If you could pull
up that email, I believe you’ll see the importance
of working with a company like ours or if calendars
permit, I’d love to find some time to talk this week/
next week about how we can support you.
100 Pipeline Plays
73
29
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Cold booking
Scenario
Expected Results
Email template
• Increased meeting show
Subject:
A prospect initiates communication—maybe they fill out
a form or request a demo—but you can’t get a hold of
them. Send a calendar invite to this inbound lead with
engaging messaging. New technology even makes it
possible to book a meeting on their calendar.
This is a last-ditch effort to make a connection, and it's
a little risky to schedule a meeting without a qualified
call first. But getting a meeting on the calendar is
worthwhile. There's a good chance the prospect will
take the meeting. Even if they accept the invitation by
accident and want to renegotiate, they might offer you
something to get out of it.
Triggers
• You receive an inbound lead but cannot reach them
rates
• Improved chances of
closing the deal
Check out this free trial
Email:
Hi [first name] [last name],
I saw your request for more information about [your
product]. Sorry we haven’t been able to connect.
I went ahead and put a meeting on your calendar.
Hope this time works for you. If not, shoot me
another that works for you.
Thanks,
[first name]
Actions
• Send an engaging message and calendar invite to
schedule a pitch meeting
• This can be automated to go out (5) days after the
form fill if no meeting has been set.
• Cold book a meeting on their calendar and follow up
with an email.
100 Pipeline Plays
75
30
STAGE
Lead to Demo
THEME
Schedule
Build your meeting stack
Scenario
Expected Results
Add more people to a high-value meeting to give it a
greater level of importance. People have a hard time “no
showing” when they know that others are depending
upon them. It’s difficult to reject meetings when multiple
third party individuals are involved.
• Lower “no show” rate for
meetings with prospects
Use company org charts to identify and invite other
potential stakeholders to the meeting. This is a good play
for high-value prospects with a high risk of no shows.
Triggers
• You’ve scheduled a pitch meeting with a high value but
potentially risky prospect
Actions
• Invite more people to the pitch meeting
• Use a company org chart to identify possible members
Add more people to a high-value
meeting to give it a greater level
of importance.
of the buying to committee
• Send invites to these people and other
potential stakeholders
100 Pipeline Plays
100 Pipeline Plays
77
31
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Email template
Increase meeting show rate
Scenario
while you’re on the phone with the prospect and try
to get them to accept the meeting. If you can’t get
confirmation on the phone, work to have it accepted by
the end of the day. If it isn’t accepted by the end of the
day, email the prospect, shoot a text to the lead’s mobile
phone number, or give the prospect a quick call. For
strategic accounts, consider sending a gift or a gift card.
Once accepted, send a reminder email the night before
50-60
%
average inbound
completion rate
30-35
%
no-show rate
Step 4: Send a reminder email the
speaking with the prospect and have them
night before.
accept the meeting on the phone.
Expected Results
A robust meeting confirmation plan is the first step
toward closing the deal. If possible, send an invite
Step 1: Send a meeting invite while you’re
Step 2: If you can’t get the meeting
the email the night before, call the day of
accepted on the phone, ensure that it’s
the meeting to ensure the time works. If
accepted by the end of the day.
the lead doesn’t answer, leave a voicemail
Step 3: If the meeting isn’t accepted by the
end of the day, email the prospect, shoot a
give the prospect a quick call. Your meeting
reminder 10 minutes before with the
should be accepted by now. If not, continue
Zoom link.
to call regularly until it is.
meeting to ensure the time works. If the lead doesn’t
[first name] — Your meeting tomorrow
email reminder 10 minutes before with the Zoom link.
Triggers
• A meeting is scheduled with a prospect or customer
Actions
• Initiate a sequence to all invitees
forward to your meeting with the prospect.
Step 6: Set up an automated email
Subject line:
are looking forward to your meeting. Send an automated
and text message saying you are looking
text to the lead’s mobile phone number, or
the meeting. If there's no repsonse, call the day of the
answer, leave a voicemail and text message saying you
Step 5: If the prospect doesn’t respond to
Email:
[first name],
I hope all is well. Just reaching out because our meeting is tomorrow at [time] to discuss
how [your company name] can help your teams [value proposition]. I just wanted to see if
there is anything specific you would like to add to the agenda so we can make the most of
each other's time!
Best,
[sales rep name]
P.S. My manager put together this two-minute video for you that gives a high-level
overview of our tool. Check it out! [link]
100 Pipeline Plays
79
32
STAGE
Lead to Demo
THEME
Schedule
Social media blast to prospects
Scenario
Expected Results
To increase your chances of closing, engage with
prospects on social media before an upcoming pitch.
Know what’s going on in their space, "like" and comment
on posts, look for topics to talk about in your meeting,
and even add a little flattery. For example, “I saw you
launched a new blog site. You’re crushing it.”
Triggers
• You’ve scheduled a pitch meeting
Actions
• Engage with the prospects on social media ahead of
the pitch
• Learn what they’re interested in and find possible
connections
• Build rapport by liking and commenting on their posts
100 Pipeline Plays
• Increased likelihood of
closing a deal.
Know what’s
going on in their
space, "like" and
comment on
posts, look for
topics to talk
about in your
meeting, and
even add a little
flattery.
81
81
33
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Out-of-office reply follow-up
Scenario
Expected Results
Email template
If a prospect’s out-of-office reply comes back from a
drip campaign you’re running, respond with a welcome
back message. Don’t miss an opportunity to build
rapport in the sales process.
Using automation, drop any out-of-office leads into a
separate sequence before resuming your drip campaign.
The new sequence schedules a short, cheery welcome
back email two days after the lead returns to the office.
Reps should immediately call once the lead opens the
welcome back message.
Triggers
• You receive an automated out-of-office email when
emailing a prospect
Actions
• Add out-of-office prospects to a sequence that sends
50
%
lead qualification on
out-of-office prospects
Subject Line:
Welcome Back!
Email:
Hey [first name],
Hope you enjoyed your time off!
I'm bubbling up my previous email to the top of your
inbox. I truly believe the information I provided can
make a significant impact for you and your
organization this year.
Looking forward to hearing back.
With your success in mind,
[sales rep name]
a short welcome back email two business days after
the lead’s stated return to the office
100 Pipeline Plays
83
34
STAGE
Lead to Demo
THEME
Schedule
Prospecting for unicorns
Scenario
Expected Results
Unicorns aren’t always hard to find. Business
development and media groups regularly put out lists
of fast growing companies based on region, industry,
sector, technology, and other factors. For example, the
Deloitte Technology Fast 500, Inc. 5000, and the Boston
Business Journal Fast 50.
• Increase brand awareness
and credibility with fastgrowing companies
• Higher potential ASP
Find a list that fits your company’s search criteria—such
as customer profile, marketing goals, and technology
stack—and start prospecting. You can also use a tool
like ZoomInfo to build a list of potential unicorns that fit
specific criteria.
Triggers
• A group publishes a list of fast growing companies
Find a list that fits your
company’s search criteria
and start prospecting.
Actions
• Research the groups that produce lists tailored to
your search criteria
• Add these unicorns to your prospecting list
100 Pipeline Plays
85
35
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Free trial for accounts with
multiple inbounds
Scenario
Expected Results
Email template
• Higher outbound conversion
Subject Line:
Multiple inbound leads from a single prospect account
may indicate recurring business challenges that your
product can solve. An email sequence offering a free
trial and targeted to high-placed decision-makers at the
account can start a useful conversation.
Acknowledging a heavy number of inbounds from a
company and offering to support the issues that need
to be fixed creates an opportunity to show the value of
your product or service. Noticing inbound lead patterns
rate
• Higher win rate
• Higher deal size
Check out this free trial
Email:
Hi [name],
Over the past few months, multiple members of
your team requested information about [company
and then targeting higher-ups at an account takes
name] and [product name]. Our solution addresses
advantage of data known about a prospect, increasing
[problem 1], [problem 2], an [problem 3].
the chance of a sale.
Triggers
• More than one inbound lead received from a
single account
Actions
• Begin an email sequence to engage higher-up
contacts at the account
• Set up an auto-provisioned free trial
100 Pipeline Plays
Given that your team has a fair amount of interest
in the solution, I wanted to reach out and offer you
and your team a free-trial for [x] days to explore the
solution and see if it’s a good fit for your needs.
I’m happy to chat more about it at your convenience.
Best,
[SDR Name]
87
36
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Meeting no-show go-back
Scenario
Expected Results
Email template
A certain percentage of prospects will always fail to
show up to the meeting, but you shouldn’t let these leads
slip away. Set up notifications in your CRM for prospects
that didn’t show up to meetings in the last seven days.
Dedicate a team (typically new SDRs) to reach out to
meeting no-shows by phone and email immediately
afterward for the first seven days. From days 8 through
20 after the no-show, other reps can try to re-engage
the prospect through calls and emails. This will keep your
product top-of-mind and increase the likelihood of a
closed-won opportunity.
Triggers
• Lead or contact had a scheduled meeting and didn't
show up
Actions
• Call and email no-shows. If unable to connect, add
them to a follow-up email sequence.
9-10
%
no-shows for the month
turn into completed
good-fit demos
1
2
Subject Line:
Subject Line:
[first name] - Let’s try this again
Sorry to have missed you
Email:
Email:
[first name],
Good morning [first name],
Looks like you weren't able to connect
I just wanted to reach out and see if
with my director. Totally appreciate that
we could reschedule our demo.
things come up that take priority.
However, I remain confident you will find
a conversation about [product name]
highly productive.
Do you have 15 minutes later today to
reconnect? If not, here is a link to my
calendar: [link].
Respectfully,
[sales rep name]
We just added [new product features].
This [solution] will help you and your
team be more efficient, and bring in
more revenue.
Even 10 minutes will do, are you free at
[time] today?
We can send over an invite.
Best,
[sales rep name]
100 Pipeline Plays
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37
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Immediate follow-up with
demo no-shows
Scenario
Expected Results
Email template
Finally it’s demo day, but you end up with a patchwork of
no-shows. Within minutes of the missed appointment,
send a brief, conversational email to delinquent leads to
set up a new demo time.
Create a plan ahead of time to catch prospects who
let a demo slip. Segment missing leads into individuals
and large-group decision-makers. Pull up the contact
information for all the no-shows and send them emails to
70
%
reply rate increase
Subject Line:
[first name] - are you good?
Email:
Hi [first name],
It looks like the meeting we had scheduled with you at
re-engage.
[time and day] didn't end up happening. I know [sales
Triggers
company name] could help support your revenue teams.
• Prospect no-shows a meeting with no heads up
Actions
• SDR calls at the scheduled meeting time to try to get
the prospect back on, then immediately puts the
prospect in a “no show sequence” and sends the email
• The SDR calls the person again later that day, then
once per day until after the sequence is complete. SDR
rep name] was looking forward to exploring how [your
Did you want to try and get something on the calendar
for tomorrow? Let me know and I will get the meeting
invite updated.
My apologies if you and [name] have already connected
about this - with all that’s going on, I just thought I’d
reach out to make sure you’re good.
task the person up to call again later that day and every
Thank you, [first name]. Looking forward to hearing back
day after until sequence finishes
from you.
Best,
[sales rep name]
100 Pipeline Plays
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38
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Reciprocal sale opportunity
Scenario
Expected Results
Email template
When decision makers at your company evaluate or
purchase from a vendor that could be a good fit, they
should alert the sales team. Ask your main point of
contact at the account for a referral to the best person
to pitch on their buying team. Make sure to mention
your current relationship with the company in your initial
prospecting conversations.
Triggers
• Your company takes a demo from a technology vendor
that is in your target market
Actions
• Send emails, make cold calls, and ask for a referral
from the main point of contact
88
%
higher conversion rate to
demo and higher win rate
Subject Line:
A solution for [pain point]
Email:
Hey [first name],
[point of contact] in your sales department gave us your
information. We just got a demo of your product and it's pretty
impressive. [name] in our IT department is currently evaluating it.
We noticed that you guys don't have a solution for [pain point your
product solves]. We really think that you would benefit from [your
offering].
[product] offers [insert value proposition here]. Do you have 15
minutes for a demo?
Best,
[sales rep name]
100 Pipeline Plays
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39
STAGE
Lead to Demo
40
THEME
Schedule
STAGE
Lead to Demo
THEME
Schedule
Send a pre-demo survey
Pre-demo targeted display ads
Scenario
Scenario
Expected Results
You’ve scheduled a demo and want to make sure that
Run targeted display ads at the people you’ve scheduled
people show up for it. Send out a qualification survey
for upcoming demos. When they’re surfing around the
ahead of the demo meeting. You’ll see a huge increase
in show rate for those who take it and know more about
them before you meet.
If someone spends time filling out the survey, they’re
both interested in the product and invested in the
process. You'll see a 90% show rate for people who fill
out the entire survey.
This is one of the biggest plays we run at ZoomInfo.
Triggers
• You’ve scheduled a demo and want to ensure good
attendance
90
%
of people who fill out the
survey show up for the demo
web, they’ll see your ads everywhere. This makes you
more present in their world and gives you a share of their
thought process. It’s a subliminal thing: By the time you
meet, you’re already familiar to them.
Expected Results
• Targeted ads will increase
familiarity with your
company and product
among potential customers
Triggers
• You’ve scheduled a demo
Actions
• Before your upcoming meeting, run targeted ads at
the attendees
• Make the ads a constant presence when they’re
searching the web
Actions
• Create a qualification survey for the demo
• Send the survey to attendees ahead of the
demo meeting
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41
STAGE
Lead to Demo
42
THEME
Schedule
STAGE
Lead to Demo
THEME
Schedule
Demo CRM calendar sync
Connect with executives through
Conversation Intelligence
Scenario
Scenario
Expected Results
Set up your sales team for success by syncing their
With conversational intelligence software, such as
calendars with your CRM database. In the mobile
ZoomInfo Chorus, you can identify and connect with
ZoomInfo app, you can sync your calendar with meeting
invites and pull information from the attendee list.
Your AEs and sales reps can identify and research the
• More successful demo
meetings that lead to
signed contracts
senior executives directly from sales calls.
When a name is mentioned during a video call, you
can identify if they are a senior person at the prospect
decision-makers who will be on the call, retrieve account
company. If so, have an email go out directly from your
summaries and notes on company activity, and more
VP to that executive. You can also bookmark important
invaluable information right on their phones before and
moments from the call for informed follow up.
during a demo meeting.
Triggers
• You’ve set up a demo meeting
Actions
• Sales team syncs calendars with CRM database
• Identify and research meeting attendees
• Pull up account, company, and prospect information
Expected Results
• Smarter sales calls
• More efficient follow-up
after meeting calls
Triggers
• A senior person is mentioned during a sales call
Actions
• Identify and reach out to that executive
• Send an email from your VP directly to them.
before and during the demo
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43
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Organize on-demand "deminars"
Scenario
Expected Results
Email template
• Increased registrations for
Subject Line:
Organize gated, on-demand demos or group demos.
(We call them “deminars".) Promote them through
display ads, email campaigns, and targeted outreach.
When people register to attend, add their information to
automated follow-up campaigns.
Triggers
• Set up and run regular on-demand or group demos
Actions
• Promote upcoming, gated access group demos
• Add registrants’ information to automated campaigns
demo webinars
[Marketing Masterclass] Give Your Campaign The Audience It Deserves
Email:
Hi [name],
Today, the expectations for digital marketing teams have skyrocketed.
Demand for faster speed-to-lead and increasing ROI are on the rise.
Digital marketers need to segment their audiences and focus on
quality over quantity.
On top of that, digital privacy concerns are at an all-time high.
According to the Pew Research Center, 79 percent of adults are
very or somewhat concerned about how companies are using their
collected data.
Segmenting audiences to target your ideal customer while also
complying with privacy laws can be tricky. Join our ZoomInfo
Marketing Masterclass webinar where ZoomInfo Marketing and Data
Experts will help you optimize your digital marketing strategy.
CTA:
Register Now
100 Pipeline Plays
99
44
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Event reminder sequence
Email template
Subject Line:
Scenario
Expected Results
You’re sponsoring or hosting an event and want to get
blasts: the first should be sent a month prior to the event,
Using the three-blast
followed by two subsequent emails two weeks prior
campaign results in:
and a day or two beforehand. Each email should state
19
becoming more urgent the event gets closer.
In addition to increasing brand awareness, attendees
who click through the emails and sign up can be deemed
warm leads. Those who do show up are hot leads that
your sales team should follow up with after the event.
Triggers
• Upcoming event
Actions
• Email automation
Preview Text:
Register and join our session with [your company name]’s [job
more potential attendees to sign up. Send three email
the who, what, when, where, and why—with the tone
[name], join [your company name] at [event name]!
%
title], [speaker name]
Email:
Hi [name],
The sun is shining, the weather is warm, and the [event name]
deliverability rate increase
is almost here. We’re getting excited for all things sales and
31
marketing, and we hope you are too!
click-to-open rate increase
[your company name]’s [job title], [speaker name] titled [name
6%
of event session].
%
unique clicks increase
We wanted to let you know about our session at the event with
After this session, you’ll walk away knowing how
[your company name] [key takeaway of session].
Don’t miss out on this much anticipated event! Save your seat
before it’s too late.
CTA:
Register Now
See you soon!
The [your company name] Team
100 Pipeline Plays
101
101
45
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Churned customer win-back with
product enhancements
Scenario
Expected Results
Email template
Pull a list of churned customers and identify good
fits to target with messaging around new product
developments to rekindle their interest. Initiate a
Targeted campaigns using
sequence with email and follow-up calls. Conversation
advanced data to guide
intelligence can also identify customers or prospects
messaging typically result in:
who want a particular feature that your company has
30
9%
since developed.
Triggers
• Lost customers or prospect opportunities that have
aged out of their cool-off period in conjunction with a
material product release
Actions
• Create a campaign leveraging a new product
enhancement
%
open rate increase
reply rate increase
1
2
Subject Line:
Subject Line:
[your company name] - Where did we
What will it take?
go wrong?
Email:
Hello [first name],
Email:
Hey [first name],
As [sales leader title], it always pains me
My name is [sales leader name] and [sales
to see a customer decide to end their
rep name] recently let me know that you
partnership with [your company name].
have decided not to renew your account
with us. As the [job title], I wanted to reach
out to see if there was anything I can do to
keep [account name] as a customer?
Every day we [value proposition] to [benefit
for prospect].
Can you fill me in on what led to your
decision to cancel? Is there anything I can
do to bring you back?
I’m hoping to gain a better understanding
of where we went wrong and what it
would take to bring [account name] back
on as a customer.
Can we speak about the options
we have to help you succeed with
[your company name]?
Best,
[sales leader name]
With your success in mind,
[sales leader name]
100 Pipeline Plays
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46
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Closed-lost website return
Scenario
Expected Results
Email templates
A closed-lost opportunity doesn’t mean “closed forever.”
For example, using website tracking software, you may
discover that a closed-lost account recently visited your
product page. This is the perfect time to take action and
go back to the account about their renewed interest in
your product. Even if the lead still uses a competitor’s
product, that contract may be expiring. Drop resurfaced
leads into an automated email campaign to reconnect.
Triggers
• Opportunity is closed-lost for at least 60 days and the
account has visited your website in the last 30 days.
Actions
• Add contacts associated with the opportunity to
an email campaign.
• Consider adding new contacts who are likely part
of the buying committee.
52% 65%
1
2
Subject Line:
Subject Line:
[first name] — reaching back out
RE: reaching back out
Top industry/top ideal
Email:
Email:
customer profile fit:
Hey [first name] — timing was a big factor in
Hey [first name] — we want to help you
your last conversation with us and I thought
get ahead of your competition. [value
it'd be a good time to reconnect.
proposition for your product].
As we have figured out how to pivot and
Do you have 15 minutes [day] to discuss
adapt our business in order to thrive in this
how we can keep you ahead?
open rate
increase
reply rate
increase
68 63
%
open rate
increase
%
reply rate
increase
new environment, we’ve been able to help
our customers do so as well.
Thanks,
[sales rep name]
Don't miss out on an opportunity because
you're waiting on the next update. Do you
have time today or tomorrow to reconnect?
Thanks,
[sales rep name]
100 Pipeline Plays
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47
STAGE
Lead to Demo
THEME
Schedule
Proactive go-back on lost
opportunities
Email template
Scenario
Subject Line:
1
Expected Results
Every sales rep has been there: You work on closing a
prospect for weeks, you finally discuss pricing, and at
the last second, the prospect loses interest. While it’s
tempting to mark them closed-lost and forget about
them, don’t do that. Instead, set up an automated sales
flow to re-engage the opportunity after 90 days have
passed.
Use your B2B data intelligence platform to identify and
reach out to other key decision-makers on the account,
[your company name] - have you
found a solution?
30
%
open rate increase
3.8
%
reply rate increase
Email:
Hi [first name],
We spoke with your team awhile back
regarding [your company name]’s ability to
[value proposition].
I understand that a lot of factors come
2
Subject Line:
[first name], let’s chat
Email:
Hi [first name],
A few months back, I was in talks with
your colleague [colleague’s name] about
our [product name and brief description].
Circumstances came up that stalled our
deal and I wanted to reach out to see if
too. This will help increase the closed-won rate of good-
into play when choosing a [product
|your team still had any interest.
fit opportunities that were previously thought dead.
offering]. I wanted to reach out to see
[value proposition and 3 key benefits of
Triggers
• 90 days elapsed after closed lost date
Actions
• Initiate two-pronged outreach to point of contact from
what kind of results you are seeing with
your current solution?
Do you have 15 minutes next week
to discuss how some of our recent
improvements have enabled our
the dead opportunity and additional contacts from the
current customers to gain a
likely buying committee
competitive advantage?
your product]
Do you have time this week to
reconnect and discuss how we can
benefit your business?
Best,
[sales rep name]
Best,
[sales rep name]
100 Pipeline Plays
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48
STAGE
Lead to Demo
THEME
Schedule
Direct mail and gifts for prospects'
special occasions
Scenario
Expected Results
Recognize high priority prospects with direct mail or a
corporate gift for an upcoming holiday. Tailor it to their
respective city, country, culture or the time of year.
Watch their company for special events or newsworthy
moments, too. Send something to celebrate the special
occasion. Follow up with an email or call requesting a
• Increased connections
with prospects
• Increased meetings
and demos
meeting or demo.
Triggers
• There’s an upcoming holiday
• You see favorable activity or a special occasion at a
company you’ve been watching
Actions
• Send direct mail or a corporate gift
• Follow up with a call or email
100 Pipeline Plays
Recognize high priority prospects
with direct mail or a corporate
gift for an upcoming holiday.
100 Pipeline Plays
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109
49
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Follow champions from company
to company
Scenario
Expected Results
Email template
Customer champions take time to cultivate. Once a
contact becomes a customer, the CRM invests in the
client relationship, supporting their needs to build them
into a champion for your product.
Should a product champion change companies, this
creates an opportunity to stay connected with them
and bring in new business. If their new company doesn't
have your product, reach out to remind them about the
value of your product, and explain how you can help
84
%
reply rate increase
Subject Line:
[first name] - hoping to stay connected
Email:
Hi [first name],
It looks like you had a license for [your company
name] at your previous company. I’m reaching out
their new organization.
because I want to help support your new team.
A B2B data intelligence tool can automatically update
Can we connect for a few minutes?
contact information for your champions to ensure that
you won’t lose touch if they change jobs.
Thanks,
[sales rep name]
Triggers
• Advocate/influencer champion of your product
changes employer
Actions
• Reach out to the champion to re-connect
• Remind them of the value of your product
• Offer to help their new organization
100 Pipeline Plays
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50
STAGE
Lead to Demo
SAMPLE SEQUENCE
THEME
Schedule
Follow news to inform campaigns
Email template
1
Scenario
As the economy fluctuates, new opportunities arise.
Monitor the news to target segments of the market that
have been affected by economic headwinds or tailwinds.
2
Subject Line:
Subject Line:
[first name] — these businesses
Re: [first name] — these businesses
need your help
need your help
Email:
Email:
Hey [first name],
Hey [first name],
Identify companies in your ideal customer profile
There is a known
that may be impacted by current events, legislation,
subtlety and
or market trends. Send a tailored email message
As the labor market continues to shift,
Did you get a chance to read my
confidence that can
restaurants and bars need your help.
previous message?
help conversion rates
The government recently rolled out a
when you’re calling
restaurant revitalization fund. Download
identifying the situation and offering assistance or
materials that show how to take advantage of available
resources — and your solutions. By staying in tune with
economic trends, you can better position your product
a pool of people who
as a relevant and timely solution to prospects’ business
are most likely in
challenges.
the market for your
Triggers
product or solution.”
• Recent market developments (e.g., federal spending
programs, regulatory changes, or major market
back on their feet.
[your company name] can help you
right now—and [your company name] can
help you [value proposition].
Do you have time to talk tomorrow?
[value proposition]. Do you have 15 minutes
Thanks,
tomorrow to discuss how we can help
[sales rep name]
Thanks,
Actions
affected by an economic or market development
access this fund so you can help them get
could be benefiting from a massive tailwind
your team?
fluctuations)
• Create a campaign targeting a market segment
our guide for how to help your customers
I'm reaching out because your services
[sales rep name]
BRIAN VITAL
VP of Sales
Development,
ZoomInfo
100 Pipeline Plays
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Notes
Notes
Stage
Actions
Top takeaways
Important details
To reach your goal
100 Pipeline Plays
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STAGE 3
03
ACCELERATE
Demo to Close
Open opportunity through closed-won
Stage 3 Plays
51. Unviewed DocuSign follow-up ............................................................................. 118
52. Personalized touch to close opportunity at EOM/Q ........................... 120
53. Executive-to-Executive engagement to close deals ...................... 122
54. Open opportunity call blitz .................................................................................. 124
55. Use deal velocity to adapt approach ............................................................. 126
56. SDR support for aging opportunities ............................................................ 128
57. Special offers to get a deal moving ................................................................. 130
58. Stalled opportunity executive follow-up .................................................... 132
59. Free trial offer to accounts with open opportunities ....................... 134
60. Free trial offer to slowed opportunities ....................................................... 136
61. VP or director check-in on open opportunities ...................................... 138
62. Multi-threading opportunities with single point of contact ........... 140
63. Multi-threading campaigns by persona ...................................................... 142
64. Go/no-go on aging opportunities ................................................................. 144
65. Re-engage degraded opportunities ............................................................ 146
66. Re-engage stalled free trials .............................................................................. 148
67. Gifting to close deals ................................................................................................. 150
68. Hail Mary ............................................................................................................................. 152
69. Leverage G2 reviews ................................................................................................. 154
70. Main point of contact leaves company ....................................................... 156
71. Expand buying group through conversation insights ......................... 158
72. Feedback resolution campaign ........................................................................ 160
73. Competitive takeaway ............................................................................................ 162
74. Competitor mention on sales call ................................................................... 164
75. Accelerate close with additional product offer .................................... 166
117
51
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Unviewed DocuSign follow-up
Email template
Subject line:
Scenario
Expected Results
You've been working on an opportunity for months. All
complete the DocuSign contract. But for some reason,
the contract hasn’t been signed. Maybe new priorities
The qualitative
have popped up or the main contact is waiting on final
value of responses
is the real win here
You're probably juggling several deals, making it a
as it has surfaced
challenge to be proactive about finalizing the contract.
many stuck
An automated, executive-sponsored email sequence
can handle the heavy lifting required to stay on top of the
key stakeholder and prevent the deal from stalling.
DocuSigns and
helped us identify a
path forward.”
Triggers
• No engagement with DocuSign contract in 48 hours
Existing customer emails:
[first name],
19%
21 %
I know you have been working with
open rate
increase
reply rate
increase
12 %
35 %
open rate
increase
reply rate
increase
8 hrs
10-15 mins
DOMINIQUE CATABAY
Manager of Revenue
Generation at ZoomInfo
[name of sales rep], and we are
super excited to have you partner
with us. I wanted to make sure you
Prospect emails:
saved per week for executives
Actions
• Initiate email sequence from a sales leader
need support ahead of the weekend?
Email:
that's left to close the deal is for a key stakeholder to
approval from higher-ups.
[company name] [executive title] –
saved by sales operations teams
per opportunity with automated
workflows versus manually pulling
contracts and triggering emails
have everything you need ahead
of the weekend and offer myself as
a resource to you if you need any
additional assistance prior to signing
your agreement.
I can assure you that we are 100
percent dedicated to this partnership
for the long haul and are excited
to help you plan strategically for
[timeframe]. Let me know if there is
anything I can help with.
With your success in mind,
[executive signature]
100 Pipeline Plays
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52
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Personalized touch to close big
deal at end of month/quarter
Scenario
Expected Results
Email template
• Engagement and
Subject line:
For bigger prospects you are trying to close at the end
of a month or quarter, send them a personalized piece of
content such as a video from the CEO or a sales leader
or a bespoke sales deck. This should include a recap
of what they heard on previous calls and something
specific about their situation, goals, targets, and your
products that would benefit their needs.
Set up a few templates and standard frameworks to
make it scalable. For example, put a script in front of
your CEO with personalized notes for 10 different clients
and have him record them all in a 30-minute session.
This video should send the message to the customer
that they're a high priority and will be taken care of.
Personalization and executive touch can help draw out
insights from the buyer that may not have been shared
otherwise and motivate them to solidify the partnership.
Triggers
• Big opportunity open at end of month or end of quarter
that meets some appropriate dollar threshold
Actions
relationship building with
the customer
• Close more big deals at end
of month/quarter
Reaching out personally
Email:
Hi [company name] team,
My name is [CEO name]. I understand that you have
aggressive growth targets for [year] and reaching those
targets will involve [key tasks or processes].
I’m aware that you’re currently leveraging [prospect's
current solution], but struggling with [capabilities]. [your
product name] can help you overcome your business
challenges and drive better results, putting you in the
best position to exceed your goals.
We look forward to partnering with you to grow
[account name].
Best,
[executive first name]
• Send an email containing personalized content
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53
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Executive-to-Executive
engagement to close deals
Scenario
Expected Results
Email template
company to get a high-level conversation going to close
Increased win rate
Subject line:
the deal. To enable this play at scale, you'll need to track
34 13
If the opportunity contact at a prospect account is in
the C-suite, send a note from a senior executive at your
opportunity contacts, their job levels, and job functions.
To run the play, pull a report of all open opportunities
with a C-level point of contact. For bonus points, tailor
the message from your executive based on the job
%
open rate
increase
%
reply rate
increase
Met [name] – connecting with [name of executive at your company]
Email:
Hi [first name],
I wanted to reach out and introduce myself. I'm the [job title] at [your
function of the C-level executive.
company name]. My colleague has already had several conversations
Triggers
achieve your business goals — fast. I'm reaching out directly to see if I can
• Open opportunity where the main point of contact
is C-level
Actions
• Send an email from a senior executive at your
company to a senior executive who is the point of
contact at the opportunity
with your [team or title and name of individual] about how we can help
help move things along in any way. In the last [time frame], [your company
name] has helped businesses like yours:
[use case 1]
[use case 2]
I'm confident that we can benefit your business exponentially, too. If you'd
like to chat about this futher, I'd be happy to discuss the logistics and field
any questions or concerns you may have. Can we set up a call this week?
Look forward to hearing from you.
Best,
[executive name]
100 Pipeline Plays
123
54
STAGE
Demo to Close
THEME
Accelerate
Open opportunity call blitz
Scenario
When new contacts are added to accounts with open opportunities,
sales reps can get additional buy-in for your product or expand the
opportunity with additional licenses or spend. However, a one-off
email to the new contacts is probably not enough to get their attention.
Initiating a call blitz from the SDR team gets your message across in an
immediate way and prompts a real-time response from prospects.
Automating the process of adding new contacts to a call blitz campaign
saves the sales rep’s time and allows them to focus on more urgent
selling activities. Calls are placed into relevant accounts by their SDR
team.
Triggers
• Accounts with open opportunities and a new
contact detected
Initiating a call blitz from the SDR
team gets your message across in an
immediate way and prompts a realtime response from prospects.
Actions
• Add contacts to campaign
• Initiate a call blitz
100 Pipeline Plays
100 Pipeline Plays
125
125
55
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Use deal velocity to adapt
approach
Scenario
Expected Results
Email template
• Updated view of pipeline
• Increased engagement
• Improved overall win rate
Subject line:
Mine the valuable information held in the inboxes and
calendars of your customer-facing representatives in
sales, account management and customer success.
Capture contacts and populate them in your CRM,
along with all associated activity, including calls, emails,
and meetings. Then analyze that activity and apply
an engagement score to contacts, accounts, and
opportunities.
Engagement scores based on the volume and frequency
of inbound and outbound emails, meetings, and calls
help to gauge deal velocity. By tracking and scoring this
activity, you can identify deals that are slowing in velocity
and re-engage with AEs and SDRs to get the deal moving
again. If a deal is accelerating, you can lean in to close it.
Triggers
• Increase or decrease in engagement score
• Time stuck in sales stage
[first name] - last call for [key result from your product]
Email:
[first name],
I understand you may be really busy, but I would hate for
[account name] to miss out on a great opportunity. [your
company name] has a lot to offer you, including the best
[features/capabilities].
Give me 15 minutes, and I promise to stop bothering you if
you don’t see value. How does [date] work?
Best,
[sales rep name]
Actions
• Email to re-engage with slowing opportunities
• Take action to close the accelerating opportunities
100 Pipeline Plays
127
127
56
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
SDR support for aging
opportunities
Scenario
Expected Results
Email template
• Opportunity stage
Subject line:
You’re reviewing your active pipeline and notice a deal
you were optimistic about has been stalled for 60 days or
more. It’s time to get creative about how you reinvigorate
the potential buyer.
Instead of tossing an already qualified lead into your
inactive pipeline (and condemning it as a problem for
another day), re-enlist your SDR to investigate: What
made the deal stall? What could they do to move the
deal along? Could they set up another meeting or a more
in-depth demo?
Triggers
• Aging opportunities (typically more than 60 days old;
may vary based on your sales cycle)
Actions
progression
• Multiple contact
engagement at a single
account
• Accelerated sales cycle
Let's connect
Email:
Hi [first name],
I understand you've been working with
[sales rep] on this opportunity. I just wanted
to circle back with you and see if there was
a time that we could all connect to catch up
on where you guys are in the process. Do
you have 15 minutes this week?
Best,
[sales rep name]
• SDRs make calls to those opportunities
• If you can't reach anyone, send an automated
follow-up email
100 Pipeline Plays
129
57
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Special offers to get a deal moving
Scenario
Expected Results
Email template
Sometimes, when you're working on an opportunity,
buyers hesitate. Give them a reason to move forward
without diminishing the deal value. Create a few offers—
we recommend three—with different value propositions
aligned to the size of the opportunity. You might offer
more flexible payment terms, adjustments to contract
duration, additional licenses, or “buy one/get one free”
offers for another product. Choose the offer that best
fits the need or size of the deal. The goal here is to hold
firm on price and deliver more value.
Triggers
• Opportunities above a certain dollar amount stuck in a
certain stage
• Opportunities involving buyers who need an incentive
or concession to move forward
Actions
• Initiate follow-up sequence with the best tailored offer
100 Pipeline Plays
56% 36%
open rate
increase
0
%
opt out rate
reply rate
increase
Subject line:
[your company name] - exclusive offer
Email:
Hey [first name].
Thanks again for taking the time to consider how we can support
your [department] efforts in [year]. With that in mind, I wanted to
get this year-end option in front of you as I think it'll be a big win.
I'm in a position to offer you [tailored offer] for the duration of your
contract if we can agree to a partnership before [date].
Can we set up some time this week to discuss these incentives and
the steps needed to move forward with a partnership?
Thanks,
[sales rep name]
131
58
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Stalled opportunity executive
follow-up
Scenario
Expected Results
Just because an opportunity was created by a sales rep
doesn’t mean it’s chugging right along toward becoming
a closed deal. When an opportunity stalls, have your VP
of sales intervene with an email that includes a clear call
to action.
Triggers
• Opportunity remains in the same stage for 30 days
Actions
• Email sequence
Email template
Subject line:
[your company name] - Executive Support
Email:
Hey [first name],
43% 9%
open rate
increase
reply rate
increase
Thanks for taking the time to evaluate [your solution] as
a tool to help you [value proposition]. My name is [sales
leader/exec name], I’m the [title/role] here, and I work
closely with [sales rep name].
[sales rep name] has been keeping me updated on the
conversation thus far and from the looks of it, it seems like
things have stalled out. I was hoping to understand your
hesitation and see how I can help support your team.
I’m willing to work with you to find an option that fits your
needs. After speaking with [sales rep name], I’m confident
we can make a measurable impact on your revenue
growth in [year].
Can we set up a call next week? I look forward to hearing
from you soon.
With your success in mind,
[sales leader/exec name]
100 Pipeline Plays
133
59
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Free trial offer to accounts with
open opportunities
Scenario
Expected Results
Email template
The goal of this play is to create a groundswell of demand
within an organization to get the decision maker to move
forward. Send an email campaign to individual users
at the account or target them through programmatic
advertising. Include a link to test out your product for two
weeks. The end of the trial period for multiple users can
create internal demand and conversations that bubble
up to decision makers.
Triggers
• Open opportunities, typically with bigger
organizations, or ones with slow momentum
Actions
• Send a free trial offer to individual users at your
target account
53
%
Subject line:
[first name] - [your company name]
open rate increase
free trial offer
34%
Email:
reply rate increase
• Larger ASP with better
engagement
• More use cases identified
• Opportunity win rate
increase
Hey [first name],
We haven't spoken before, but you look like a prime
candidate to benefit from [your company name]. I'm not
sure if you have any familiarity with us?
[Your company name] helps [target audience] solve
for [challenges] so they can achieve [mission and/or
quantifiable goal].
Do you have any interest in testing out a free trial of
[product name]? No pressure.
Talk soon,
[sales rep name]
100 Pipeline Plays
135
60
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Free trial to slowed opportunities
Scenario
Expected Results
Email template
Use a free trial offer to save opportunities that look like
they are unlikely to close. If you have a deal that is not
progressing and activity is slowing, it's likely that you're
not going to close the deal unless you do something
significant. We find that a free trial offer after 30+ days
of decline can successfully restart the conversation. The
time frame for when this play makes sense for you will
depend upon your typical sales cycle.
Triggers
• Momentum slowing on opportunity open for more
than 30 days
• No free trial yet
Actions
• Initiate an email sequence to open opportunity
promoting free trial offer
37%
open rate increase
27%
Subject line:
[your company name] - trial offer
Email:
Hi [first name],
reply rate increase
I want to offer you and your team a trial of [product name]. There’s
Opp stage progression,
no better time than the end of the quarter to see how [product
increase in win rate
name] can impact your revenue goals.
[Time period] after I onboarded a new customer a few months
ago, they reached out to tell me they finally [achievement with 2–3
quantifiable results]. With the ability to allow trial users access to
our [product name], I expect we can add an instant impact to
your quarter.
Let me know what time works best for a call to discuss trial details,
and I’ll send over an invite!
Thanks,
[sales rep name]
100 Pipeline Plays
61
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
VP or director check-in on
open opportunities
Scenario
Email template
Subject line:
Expected Results
[your company name] — a way forward
At critical points in the sales cycle, send buyers
Email:
communications from a VP or director to encourage
Hi [first name],
deal movement. They should introduce themselves,
offer support, and answer questions. This keeps the
opportunity fresh in the buyer’s mind and offers them
a chance to raise questions and concerns. As the deal
ages, leadership check-ins can become more direct to
determine whether the opportunity is progressing.
Triggers
• 15-, 30-, and 60-day checkpoints, or at other
milestones based on your particular sales cycle
Actions
• Send an email relevant to the lifecycle of the
opportunity from a VP or director
70% 24%
open rate
increase
reply rate
increase
[sales rep name] has been keeping me up to speed on your
conversations. Most organizations recognize the value pretty
quickly, but it seems like things may have stalled. I think we may
have missed something important to you.
I understand organizations want to make sure they’re spending
money wisely. I’m confident that investing in us will have a positive
ROI and help your company grow, despite ever-changing market
conditions.
Here’s a quick example: [case study link]
I wanted to reach out to see what you might need from us to move
forward. I’ve also secured some incentives that I think could really
help you out.
Let me know a good time to discuss these.
With your success in mind,
[sales leader name]
100 Pipeline Plays
139
62
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Multi-threading opportunities
with single point of contact
Scenario
Expected Results
Email template
• Increase in subsequent
Subject line:
The average opportunity has five stakeholders. If you're
only working with one point of contact, you have a
single point of failure. The goal of this campaign is to
identify additional decision makers that could keep an
opportunity alive in the event that your current contact
loses interest, leaves the company, or doesn't have the
influence to get the deal done. After seven days (or some
other appropriate time period for your sales cycle), use
ZoomInfo or another data provider to identify other
decision makers at the account. Then send a follow-up
sequence from the account executive.
Triggers
• Single contact on opportunity with no additional
contacts added in the first seven days after
opportunity creation
Actions
• Find additional contacts at the account
• Send a follow-up sequence from account executive
meetings with the account
after initial call or demo
• Larger use case
identification
• Larger ASP
• Faster sales cycle
• Better win rate
[product name]
Email:
Hi [first name],
I’ve been speaking with some of your colleagues at [account
name], and I wanted to reach out to introduce myself and make
sure you’re aware of how we can help your team as well.
While my conversations so far have been with your [department]
teams, we just recently released a platform specifically designed
for [department].
With [product name], you’ll have access to:
Feature 1
Feature 2
Feature 3
As I mentioned, I’ve been meeting with some of your colleagues,
but I’d be happy to loop you in on those conversations if you’re
interested. Would sometime early next week work?
Best,
[first name]
100 Pipeline Plays
141
141
63
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Multi-threading campaigns
by persona
Scenario
Expected Results
Email template
• Larger ASP
Subject line:
When you open an opportunity with one persona,
typically the conversations center around the value
propositions that pertain to them. To maximize the
deal potential, add personas and position the product
accordingly to showcase relevant features and benefits.
This can increase the chances of a higher value deal and
a closed-won opportunity. Automating an email to other
personas allows you to remain efficient while ensuring
[insert value proposition or key result]
Email:
Hey [first name],
We hear a lot of [target persona] talk about the challenges
that no stone is left unturned at the account.
they face in [key business challenge].
But beware of lengthening the sales cycle. Bringing in
[product elevator pitch]
too many cooks can cause delays. If you're looking for
velocity, this is not the right play to run. But if your goal
[value statements for target persona]
is expansion and account growth, this is a clear way to
We’re currently working with [name of MPOC on the deal]
expand the opportunity.
and thought it would be good to loop you in to discuss
Triggers
• Open opportunity with one persona
how our solutions can solve both of your team’s needs.
With your success in mind,
[sales rep name]
Actions
• Initiate a sequence to loop in adjacent personas to the
ongoing discussions and invite their participation
100 Pipeline Plays
143
143
64
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Go/no-go on aging opportunities
Scenario
Email template
Expected Results
When an opportunity has been in limbo for a few months
with no decision, revive it through outreach from your
leadership team. By leveraging the credibility of your
company leaders, you can get prospects to provide a
‘yes or no’ answer on continuing to pursue your solution.
Sending automated messaging from leadership can also
save time by creating a sense of urgency for the buyer to
respond. Even if the prospect doesn’t want to continue—
or can’t be convinced—getting a definitive answer allows
59
%
open rate
increase
36
%
reply rate
increase
Subject line:
Hoping for your reply
Email:
Hey [first name],
I’ve sent you a few messages and I haven’t heard back. I value your
time so I’ll be brief. Our power users are [persona or position] like
you to move on and focus your efforts on companies that
you and I believe [your company name] can improve your [key
are more likely to buy.
results]. Trust me, we achieved it here using our [capabilities].
Triggers
Give me 10 minutes and I’ll show you how we were able to use our
• Aged deal (example: 2-3 months of no decision)
at end of month, quarter, or year
Actions
• Automated email sent via sales leader
100 Pipeline Plays
own [capabilities] to increase our [key result].
Does [day] at [time] work for you?
Thanks,
[sales leader name]
145
65
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Re-engage degraded opportunities
Scenario
Expected Results
Email template
Generate a list of 60-day old open opportunities
that have gone 45 days without a meeting. To restart
these degraded opportunities, send an email from an
executive such as the chief revenue officer, a VP, or a
director on the sales team to the main point of contact.
The revenue operations team should identify other
potential contacts to multithread communications. After
the emails go out, send a call-behind list to the SDR team
to track down next-step meetings for the respective
opportunity owners.
Triggers
• Run a monthly report on open opportunities that are
60 days old and have gone 45 days without a meeting
Actions
• Send the list to the opportunity owner to confirm
inclusion in a sequence to re-engage the prospects
• Identify other good-fit contacts at the account
(multi-threading) and add them to a sequence sent
from the opportunity owner's manager
• Have an SDR follow up with a call after emails are sent
29
%
open rate
4%
reply rate increase
Subject line:
[your company name] - Executive Support
Email:
Hey [first name],
Thanks for taking the time to evaluate [your company name] as a
tool to help you [value proposition].
[sales rep name] has been keeping me updated on the
conversation thus far and from the looks of it, it seems that things
have stalled. A lot of the customers we are speaking with now are
taking action to finalize plans to make sure they can finish [time
period] strong and set themselves up for success in [next quarter
or year].
We are willing to work with you to find an option that fits your needs
specifically.
Can I do anything to support next steps in your evaluation? I look
forward to hearing from you soon.
Best,
[sales leader name]
100 Pipeline Plays
147
66
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Re-engage stalled free trials
Email template
Subject line:
Scenario
Expected Results
The demo-to-free-trial model typically works well for
and all you hear is radio silence?
Send a personalized email with a free trial reactivation
offer. Entice them with a hand-picked case study, a
Email:
[first name] - from our records, it looks like you were on a trial of the
both decision-makers and the sales team. But what
should you do when accounts fall into post-trial limbo
Your Trial Ended. What’s Next?
• Increased win rate
• Product needs and
[product name] in the past. I wanted to reach out to see if we can
do anything to help.
benefits for key
With [case study client] we were able to [impact statement] within
stakeholders
[time period]. They’ve since seen [quantifiable result]. I’ve shared
bulleted list of concise benefits customized to their
their case study so you can see how we work with companies like
business, and a calendar link to set up a call.
yours to achieve:
Triggers
[benefit statement 1]
• Open opportunity with expired free trial (opportunity is
dead or stalled)
Actions
• Send personalized email with offer to reactivate trial
[benefit statement 2]
[benefit statement 3]
Do you have 15 minutes [day] to discuss how we can help drive
[value] for [account name]?
[calendar meeting link]
Best,
[sales rep name]
100 Pipeline Plays
149
67
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Gifting to close deals
Email template
Subject line:
Scenario
Expected Results
Email:
To shake loose accounts that need an extra push to
Hey [first name],
close, sweeten the deal by sending gift cards or targeted
direct mail.
Sending a gift is a gesture of goodwill to your buyer and
shows your appreciation for their future business. This
approach is especially effective if you can send a gift
that’s tied to something you know about the prospect,
like a gift card to their favorite restaurant or a direct
mailer containing their favorite dessert.
Triggers
• End of month, quarter, or year
• Later stage in sales cycle
• High-scoring lead
Actions
• Email containing a gift
• Direct mail with a gift
Have a meal on us
• Close deals that are nearly
We wanted to show our appreciation for your consideration of
at the finish line
[your company name] for your [year] growth strategy!
number
With your safety in mind, we thought the way to do that would be
• Hit your end of quarter
with this [gift card] so you can have lunch on us without needing to
leave your home.
We’re looking forward to supporting your business with our
[product] and have some end of quarter incentives running that
would make finalizing a partnership before the end of the month
beneficial for you.
Don’t hesitate to reach out if there is anything we can do to support
you in your evaluation and our potential partnership.
-[your company name] Team
P.S. If you’re unable to accept this gift, feel free to pass it along to
someone you know.
100 Pipeline Plays
151
68
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Hail Mary
Scenario
Expected Results
Email template
ZoomInfo generates
Subject line:
20
Doug Flutie time
When the end of month rolls around, you may be able
to close a deal sooner than planned by appealing
to a buyer's sense of empathy. The buyer typically
understands the sales process and can empathize with
the desire to achieve monthly goals. Send an email that
We're sending these
%
Email:
is transparent about the fact that you’re trying to hit a
messages out to
number for the end of the month and hoping to pull the
the right people
deal forward.
— those who see
Note: You should only run this play with contacts with
value in ZoomInfo
[your company]. We’re shooting for some big
whom you have developed a strong rapport.
but perhaps need
numbers internally and we’re motivated to finish
one extra push
the last day strong. Can we talk about a year end
Triggers
• Late sales stage
• Buyer with whom you have a strong rapport
at the end of the
Actions
• Email to main point of contact
of its monthly new
business goal on the
last day of the month
Hi [first name],
It’s Doug Flutie Hail Mary pass time over here at
deal? [insert gif of Flutie]
month. It drives
Our average sales cycle is [number of days].
those additional
I know this is a little faster than that, but based on
transactions we
the excitement in our last conversation and the
otherwise wouldn't
get.
results you expect to see, I wanted to see if we
could talk about a year end deal. I've got some
incentives in mind for you.
Tomorrow we could be setting you up with logins
STEVE BRYERTON
to [platform name]. Can we talk about a year end
SVP of Sales ZoomInfo
deal later today or tomorrow?
[sales rep name]
100 Pipeline Plays
153
69
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Leverage G2 reviews
Scenario
Expected Results
Email template
• Differentiate your solution
Subject line:
When a positive review about your product is published
on G2 or another review site, leverage it in an email
sequence to show prospects how companies are
benefitting from your solution.
You can also use reviews to close a deal that's on the
rocks. For example, let's say a lead is close to signing. But
then there’s an unexpected objection and the prospect
says they're considering another vendor.
Find a G2 review of your company—or from your
prospective client’s competitor—to help steer the
conversation back in the right direction.
Triggers
• A G2 review is published
• A prospect is considering another vendor
Actions
from a competitor vendor
• Rescue deals that are under
threat from competitor
vendors
• Solidify brand authority
Schedule a demo?
Email:
Hi [first name],
We've been working with companies like
[competitor X, Y, and Z] and they've been having
a lot of success with [your product]. I thought I'd
share a review that [competitor X] left on G2, as it's
a great example of how your organization could
benefit from our product.
Do you have 15 minutes to walk through a demo?
Thanks,
[sales rep name]
• Leverage the review in an email sequence to prospects
• Research reviews of competitor vendors and compare
them to reviews of your solution
100 Pipeline Plays
155
70
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Main point of contact leaves
company
Scenario
Expected Results
Email template
• Preserve and create
Subject line:
If your main point of contact leaves a company, the
opportunity is likely dead in the water unless you
can engage with other decision makers within the
organization. Time is of the essence, as other people
at the company may have some knowledge of the
opportunity. Keep the deal alive by tracking
down alternative decision-makers or members of the
likely buying committee using ZoomInfo or another
data source.
Triggers
• Main point of contact for an open opportunity
leaves company
Actions
• Find and engage with other decision-makers to keep
new pipeline
Picking up the pieces
Email:
Hey [first name],
I was working with [name] who was evaluating [your
company name] to help power your outbound sales
development motion. I hear that they have moved on, but
I'd love to pick up the pieces with you and continue the
discussion. Is there a time that works this week?
Thanks!
[sales rep name]
the opportunity alive after the main point of contact
leaves the company
100 Pipeline Plays
157
71
STAGE
Demo to Close
THEME
Accelerate
Expand buying group through
conversation insights
Scenario
Expected Results
It takes many people to make a purchase decision. Sales
people aren't just in the business of selling; they need to
build out the right buying group at each opportunity.
To expand a buying group, use a combination of
conversation intelligence and contact data—like Chorus
and ZoomInfo—to identify people who are mentioned or
• Expanded buying group at
prospects or customers
• Better win rate on
multithreaded deals
who participate in sales calls. Run a database workflow
that queries the person's name at the company, returns a
complete contact profile, creates it in the CRM, and adds
it to the opportunity.
Triggers
• First trigger: A meeting participant is added by
someone on the prospect or customer's side
• Second trigger: A prospect mentions another contact
involved in the decision-making process at the
company on a call
Sales people aren't just
in the business of selling;
they need to build out the
right buying group at an
opportunity.
Actions
• Run a database workflow that queries the person's
name at the company, returns a complete contact
profile, creates it in the CRM, and adds it to the
opportunity
100 Pipeline Plays
159
72
STAGE
Demo to Close
THEME
Accelerate
Feedback resolution campaign
Scenario
Expected Results
We all face perception issues. Customers think they
know what you have to offer, but how many know the full
range of your product and reach? How often do you hear
a phrase like, "You’re not strong in Europe” or “You’re
good with X, but we’re looking for more”?
To change customer perceptions and expand your
opportunities, initiate a marketing nurture campaign
that addresses perceived gaps in your products and
services. For example, send emails touting your new
large international customers that are based in the
UK. This campaign removes the need for sales reps to
explicitly handle misperceptions. Instead, they can build
on marketing collateral and expanded messaging to
close deals.
Triggers
• A client references a perceived shortcoming in your
product or service
• Address misperceptions
about your product
• Accelerate deal closings
To change
customer
perceptions and
expand your
opportunities,
initiate a
marketing
nurture campaign
that addresses
perceived gaps in
your products and
services.
Actions
• Initiate a marketing nurture campaign that addresses
misperceptions and gaps in customer knowledge
100 Pipeline Plays
161
73
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Competitive takeaway
Scenario
Expected Results
Email template
• Larger ASP
Subject line:
Pull a list of companies that are using competitive technology.
Reach out to those companies and invite them to participate
in a side-by-side comparison of solutions to demonstrate
your product's unique strengths. If they don't engage, you can
nurture them with email or direct mail detailing the differences
between the products.
Run this play on an automated, ongoing basis to capture
competitive takeaway opportunities. With software like
ZoomInfo Workflows, you can set up a trigger to identify
(replacing an
[account name] - [brief description of your company’s
existing solution vs.
value proposition]
new customer who
still needs to see
the value)
• Better engagement
Email:
Hi [first name],
I wanted to reach out because I understand you’re
when target companies add a competitive technology and
currently using [competitor platform]. I’m not sure how
automatically add them to an email sequence. Automate
familiar you are with [your company name], but we are
this message and build a template that outlines reasons why
[brief description of your company’s value proposition].
they should switch to your product, focusing on your unique
strengths relative to each competitor.
Triggers
• Competitive technology added to a company
Actions
• Identify companies that are using competitive technologies
• Detect account is partnered with competitor
• Initiate “bake off” email sequence and/or direct mail
[outline three reasons why your product is better than
your competitor’s]
I was hoping to get 15–20 minutes on your calendar [next
week] to show you how we’re helping companies similar
to [competitor] exceed their revenue goals.
Best,
[sales rep name]
gifting program
100 Pipeline Plays
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74
STAGE
Demo to Close
THEME
Accelerate
Competitor mention on sales call
Scenario
Expected Results
When researching technology, buyers often encounter a
bewildering amount of information about the many offerings
available to them. But prospects don't always get a full
picture of how one solution compares to another.
When competitors are mentioned on a sales call, run an
automated nurture program that highlights your advantages
over their offering. This allows you to consistently go deeper
and inform a buyer's perspective about your solution relative
to the competitive landscape, regardless of the individual
sales rep.
Triggers
• A competitor is mentioned on a sales call
• Higher win rate in
competitive situations
• More competitive
takeaways
• Better customer
retention
Go deeper
and inform
a buyer's
perspective
Actions
• Competitive differentiator follow-up sequence based on
competitor mention in prospect interactions
• Add the prospect to an automated nurture program that
highlights the differentiation points relative to
a competitor
• Flag the conversation and notify employees responsible for
competitive intelligence
100 Pipeline Plays
165
75
STAGE
Demo to Close
SAMPLE SEQUENCE
THEME
Accelerate
Accelerate close with additional
product offer
Scenario
Expected Results
When a prospect makes it to the late stages of the
sales cycle, you don’t want anything to hold up signing
the deal. To encourage them to take action as soon as
possible, extend an additional offer—such as access to
added capabilities or features—to incentivize them to
choose your company and close the deal.
Triggers
• Late stage in sales cycle
• Evaluating advanced product package
Actions
• Email with offer over and above what they're
evaluating
Email template
Subject line:
Additional offer
Email:
Hi [first name],
64% 25%
open rate
increase
6%
reply rate
increase
click rate increase
After our recent earnings call and with the end of quarter
looming, we’re pulling back on a few incentives. One that
is expiring is access to a [product offer] upgrade, free of
charge.
Access to our [product offer] single handedly made the
difference for [customer] when it came to achieving their
growth goals in 2020. [product offer] will enable your
teams to [benefits].
Let me know if this offer works for you or if there is
something else that would help us move forward.
With your success in mind,
[sales rep name]
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167
Notes
Notes
Stage
Actions
Top takeaways
Important details
To reach your goal
100 Pipeline Plays
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STAGE 3
EXPAND
04
Post-sale
Onboarding, adoption, renewal and growth
Stage 4 Plays
76. Welcome nurture for new customers ........................................................... 172
77. New user setup campaigns ................................................................................... 174
78. New user engagement campaigns ................................................................. 176
79. Red carpet welcome for main point of contact ...................................... 178
80. Use in-app messages to highlight a product or feature ................. 180
81. Celebrate customer milestones ....................................................................... 182
82. Expand accounts with low user saturation ............................................... 184
83. Feature-specific demo invitation .................................................................... 186
84. New product or feature announcement .................................................... 188
85. Upsell campaigns for new accounts ............................................................. 190
86. Upsell customers who research additional products ....................... 192
87. Upsell to low-spend customers ........................................................................ 194
88. Usage-based product upsell campaigns................................................... 196
89. Additional user upsell................................................................................................. 198
90. Upgrade campaigns based on package ................................................... 200
91. Upcoming renewal sales flow ............................................................................. 202
92. Early renewal offer to heavy users ................................................................ 204
93. Contact look-alike prospects ............................................................................ 206
94. Replace account contact after main POC's departure .................... 208
95. Respond to negative customer reviews...................................................... 210
96. Survey users post-adoption ................................................................................ 212
97. Survey at-risk customers ........................................................................................ 214
98. Swap or add products mid-cycle for low usage customers ....... 216
99. Address low feature usage ................................................................................... 218
100. Win back churned customers.......................................................................... 220
171
76
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Welcome nurture for new
customers
Scenario
Expected Results
Email template
• Quicker adoption and usage
Subject line:
The first few weeks are critical to setting up new
customers for success. A welcome nurture campaign
provides important information to get them started,
creates a strong first impression, builds product
awareness, and helps establish the client relationship.
Add new customers to a welcome drip campaign from
the customer service team. Automated messages
should include clear instructions for logging in, setting
up accounts, onboarding, and using the platform.
Make it clear who on your team will handle the account
of platform
• Increased logins
• Acelerated time to product
implementation
Welcome to [company name]
Email:
Hi [name],
We’d like to officially welcome you to [company name]!
[insert welcome video from CEO]
and where to find additional training and resources.
Over the next few weeks, we’ll share tips and best practices so you
If possible, include a welcome video from a senior
can learn how [company name] can help you do what you do best.
exectuive or, even better, your CEO.
You’ll learn more about how our platform:
Triggers
[benefit]
• Contract closes for a new business deal
• New users are added
[benefit]
Actions
Look out for future instructions on how to set up and log into your
• Deploy new customer welcome sequence tailored to
the customer's segment size and persona
• Send an automated email sequence with messages
[benefit]
account. We can’t wait to see all you’ll accomplish!
Best,
The [your company name] Team
that guide users through their first 30 days
100 Pipeline Plays
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77
STAGE
Post-sale
THEME
Expand
New user setup campaigns
SAMPLE SEQUENCE
Email template
1
2
Subject line:
Subject line:
[first name], get started now with [insert
[first name], don’t forget to log in to
product name]
[product name]
contract, be proactive in connecting with their new users. Don't rely on the
Email:
Email:
customer to build these key relationships.
[First name],
[First name],
Identify and reach out to new users at the account. Set up integrations,
Welcome to [product name]! Our features
We’ve noticed you haven’t logged in yet
configure the product for their needs, and onboard and educate them about
can help you immediately, so let’s get
to [product name]. You’re missing out on
how to use and get value from the product. This setup should include both
started by helping you set up your profile
great features and benefits to help you do
personal and automated processes, such as onboarding wizards, interactions
and log in. Click here [provide setup wizard
your job.
with your customer service tean, and user training.
link] to download our setup assistant, which
Scenario
Creating a great user experience helps build customer loyalty, that includes
with new users at existing accounts. When a customer expands or renews their
Triggers
• Existing customer contract is expanded or renewed
• New users are added
Actions
• CRM-automated welcome messages to new users
• Implement a user-profile wizard to facilitate setting up profiles and
logging in to the product
• Schedule customer service calls to help new users install integrations
and walk through features
will guide you through the easy process of
creating a profile and logging in.
This should only take about five minutes.
From there, you can begin exploring
[product name].
Be on the lookout for upcoming user
Let us help you: Click here [provide setup
wizard link] to download our setup assist,
and in five minutes you’ll be ready to.
If you have questions, please contact me.
Best regards,
[Customer service rep signature]
training during a live call. If you have
questions before then, please contact me.
Best regards,
[customer service rep signature]
100 Pipeline Plays
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78
STAGE
Post-sale
THEME
Expand
New user engagement campaigns
Scenario
Expected Results
It’s not enough to get new users set up and started with
your product. Customer success teams should monitor
whether new users log in and how often, plus how well
the first 30 days of a contract progress.
Checking in with users early can improve engagement,
build customer loyalty, and detect potential problems.
Employ automated email campaigns based on usage
data to stay apprised of new customer concerns and
ensure satisfaction with a new product.
• Higher user adoption
• Higher engagement
• Higher retention
Customer success teams
must monitor whether new
users log in and how often,
plus how well the first 30
days of a contract progress.
Triggers
• New users are not engaged based on usage data
• New users hit 30 days into their contract
Actions
• Send short, automated email sequences and in-app
messages, such as log in reminders
• Frequent touchpoints that guide users through the
first month, such as pointing out or useful features
• Schedule check-in calls with users 30 days into
a contract
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79
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Red carpet welcome for main point
of contact
Scenario
Expected Results
Email template
• Higher implementation and
Subject line:
While all new account users should be put into a
welcome email sequence to ensure they are onboarded
and trained to get value from your solution, the main
point of contact (MPOC) deserves extra attention.
They will be the person most familiar with the product
at the outset of your relationship and may also be a
champion user. Messaging and onboarding content
should recognize the importance of the MPOC as the
go-to person and offer them more frequent check-ins.
license provisioning rates
• Better renewal and
participation rates
Welcome to [your company name]!
Email:
Hi [first name],
Congratulations! You are now a part of the [your company name]
community with access to [X, Y and Z]. We are so excited to have
Giving the MPOC a red carpet, superstar welcome
you, and we recognize you will be our main point of contact at
increases the likelihood of them becoming an advocate
[account name].
for the product. They will be more inclined to be an early
adopter, provide positive reviews and feedback, offer
testimonials or case studies, and ultimately fight for
renewing the solution down the road.
Triggers
• New sale closes and MPOC identified and flagged
in the CRM
Actions
• Create a red-carpet welcome package for the MPOC,
including an email sequence and frequent check-ins
100 Pipeline Plays
We want to ensure you’re satisfied with our services, so we are
here to provide frequent check-ins, updates, and anything else you
and your team need to have a smooth experience onboarding.
[CEO name] says it best:
[link to welcome video from CEO]
We’ll be in touch again soon. Please reach out with any questions in
the meantime! We can’t wait for what’s to come.
Best,
The [your company name] Team
179
80
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Use in-app messages to highlight
a product or feature
Scenario
Expected Results
One of the most untapped audiences to target are your
Release Notes or Learn
current customers. They've already bought into your
More CTA
In-app feature example
value proposition and experienced it firsthand. They're
Headline:
often hungry for additional value and receptive to
What's New at ZoomInfo
additional offers. Send in-app messages to these valued
users to highlight new products and features, as well as
content that drives adoption, usage, and engagement.
Triggers
• New feature released
• Adoption and engagement content
Actions
• Launch in-app message
• Call to action
• Product walkthrough
1,764
total clickthrough
1
%
average clicks per guide
Additional CTA (ex. Take me
There or Complete Setup)
Body Copy:
Learn how to give your team new ways to
filter their searches based on Salesforce
Opportunity information
CTA:
Sync opportunities
Untapped
opportunity
exists within
every customer
account.
Image/Video:
How to connect and feature overview
3,300
total clickthrough
3.3%
average clicks per guide
100 Pipeline Plays
181
81
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Celebrate customer milestones
Scenario
Expected Results
Email template
• Updated pipeline
Subject:
When a customer adds new licenses or products,
or reaches a certain milestone, launch a direct mail
campaign or send a gift to celebrate the occasion. Find
meaningful statistics based on your product offering
that signifies duration, usage, or volume. Set predefined
milestones like license counts or time duration. For
example, send a gift to celebrate five years of being a
client, reaching 10,000 users, or appearing in a million
searches. You can surface customer milestones through
news or Scoops on the ZoomInfo platform.
Triggers
• When an account has been a customer for a certain
period of time, such as five or ten years
• When a customer adds on a new product or license
• When a customer hits a certain internal benchmark on
product usage
Actions
• Email, direct mail, or send a gift
100 Pipeline Plays
reflection
• Increased engagement
• Improved overall win rate
Congratulations [first name]!
Email:
Hi [first name],
Congratulations on your five-year
anniversary as a ZoomInfo customer! That’s
an incredible milestone. We’re so grateful
to have you on board.
To celebrate the occasion, we’re sending
Find meaningful
statistics based
on your product
offering that
signifies duration,
usage or volume.
you a gift certificate—be on the lookout for
it in the mail.
Thank you for being such a valued
customer. We appreciate you!
[first name]
183
82
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Expand accounts with
low user saturation
Scenario
Expected Results
Email template
Uncover untapped opportunity at customer accounts
by calculating the user saturation rate. First, 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 have bought into your product.
Start by focusing on accounts with a user saturation rate
between 10 and 60 percent.
Triggers
• Calculate the user saturation rate to identify accounts
that are not fully saturated
• Mid-cycle customer (not in a renewal window)
• Has a satisfactory adoption rate
42 11
%
open rate
increase
%
reply rate
increase
Subject line:
Expand your reach with [key product feature]
Email:
Hey [first name],
As a current customer of [your company name], you rely
on us to provide [value proposition]. But, did you know that
we can also [key benefits of product feature]?
[product feature elevator pitch]
Do you have 15 minutes [day] for me to show you how
some of our other customers are using [product feature
name] to [impact of product usage]?
Best,
[sales rep name]
Actions
• Initiate an email sequence
100 Pipeline Plays
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185
185
83
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Feature-specific demo invitation
Scenario
Expected Results
When you release a new product or feature, deploy
a pop-up notice within your platform or include an
announcement in your newsletter, that explains its usage
and benefits, and invites customers to a demo. This will
promote product usage, make the relationship stickier,
and increase the likelihood of renewal.
• Promotes product usage
• Improves the relationship
• Increases the likelihood
of renewal
Consider product demo promotion even if a feature is
no longer considered new. A good demo could highlight
under-utilized features that add value or features that
the customer currently sources from another vendor.
Triggers
• New product feature released
• Customer sources similar product features from a
different vendor
Actions
• Notify customers of new functionality with a pop-up in
your platform or an announcement in your newsletter
• Invite customers to a demo of the new feature
100 Pipeline Plays
187
84
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
New product or feature
announcement
Scenario
Expected Results
Seize the opportunity to leverage a new product
sending release communications to three high-level
Adoption and usage Q1 weekly
groups:
product newsletter results:
• Customers who already provisioned the new feature
• Existing customers who don't have the feature
• New prospects
22%
If you are releasing multiple features in a short period
7%
communication, such as a newsletter.
Triggers
• New feature released
Actions
• Email sent to contacts most likely to use the feature
Subject line:
[feature name] - Now Available
Email:
Hey [first name],
feature or functionality when it becomes available by
of time, it's better to roll all the updates into a single
Email template
open rate increase
CTOR (click to open rate)
increase
Great news! [feature name] is now available as part of your existing package.
You can start using it immediately at no additional cost.
If you are not yet familiar with [feature name], once you set it up (which takes
less than a minute), anyone at your company who uses [product] will be able to
[value proposition].
Follow these three easy steps to get started:
• Watch this video or follow this document to set up [feature name].
• Send this video out to the users in your organization so they know about
the new capabilities you’ve set up for them.
• Start working on your employee-of-the-month acceptance speech.
After people get a taste of using [feature name], you should be a shoo-in
for the award.
In all seriousness, some of our product managers have said that they think this
is the most important product improvement we’ve made in several years—and
trust me, we’ve made a LOT. I can’t wait for you to give it a shot.
Reach out with any questions.
[sales rep name]
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85
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Upsell campaigns for
new accounts
Scenario
Expected Results
Email template
57
Subject line:
First time buyers are often hesitant to take on more
than they can handle. They often want to prove the
value of a smaller purchase before making bigger
investments. To support new buyers and create upsell
opportunities, circle back 90 days after their purchase
to demonstrate value and show them additional
solutions that can help them achieve their goals.
Triggers
• 90 days post-purchase and account in good standing
Actions
• Account manager outreach or email campaign that
pitches other product offerings
%
open rate increase
21%
reply rate increase
[your company name] — enriching your opportunity
Email:
Hi [first name],
I recently got these stats from our team and wanted to share them
with you. On average, our customers are missing [key statistics] in
their marketing automation databases.
These are hard to ignore percentages and I noticed you don’t have
access to [product]. You’re using our powerful [primary product],
but without [emerging product or feature] you’re currently unable
to [value proposition].
I’d love to talk with you about our suite of tools so your team can
take action on addressing any gaps. Do you have a few minutes this
week to connect?
Best,
[sales rep name]
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86
STAGE
Post-sale
THEME
Expand
Upsell customers who research
additional products
Scenario
Expected Results
Customers rarely buy everything your company has to
offer upfront. However, as they see results from their
initial investment, they may research additional products
on your website.
Use visitor tracking software to monitor when customers
are looking for information about add-on products and
new features. Some technologies allow you to set up
a workflow that alerts sales when a customer is on a
high-value product page. Based on that routing, the
account manager can reach out to the client to initiate a
discussion about their latest needs and interests.
Triggers
• Detected visit by a customer to a feature or product
page on your site
Actions
• Set up a workflow to alert the account manager about
• Increase upsell
conversations and
opportunities
Customers rarely buy
everything your company
has to offer upfront.
However, as they see
results from their initial
investment, they may
research additional
products on your website.
the customer who landed on the site
• Reach out the client to start a discussion on a possible
upsell
100 Pipeline Plays
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87
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Upsell to low-spend customers
Scenario
Expected Results
Email template
Focus your upsell efforts on the accounts that are most
likely to grow quickly. Run an analysis to identify common
attributes about your high-spend accounts or accounts
that are growing their spend rapidly. Then use those
attributes to identify similar low-spend accounts—for
instance, ones that are roughly the same size or have a
similar technology profile.
You can use ZoomInfo's list import and lookalikes
features to streamline the analysis and identification of
common attributes and lookalikes.
Triggers
• Low-spend accounts with attributes similar to the
high-spend account list
Actions
• Initiate an email sequence to the lookalike accounts
53%
open rate increase
12%
reply rate increase
Subject line:
Are you using these features?
Email:
Hi [first name],
I can’t believe we finally made it to [year or quarter]!
I noticed that the team over there at [account name] has really
been getting into the platform. [product offering] is [describe value
proposition] but there are so many other features, functionality,
and tools that I want you to make sure you’re taking advantage of.
With the [time frame] approaching, does it make sense to do an
account review with [account name]?
If you’re interested, let's set this up. Are you available this week?
Regards,
[sales rep name]
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88
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Usage-based product upsell
campaigns
Scenario
Expected Results
Email template
• Credit upsell
• Shorter sales cycle
Subject line:
85
Email:
If you sell a product that has a usage revenue model—
something that runs out over time—you should automate
an upsell play 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, it
prompts a trigger to reach out to customers, informing
them that their balance is low and that they should
purchase more credits or their service may
be interrupted.
Triggers
• Customer is close to using all credits
Actions
• Email to upsell and continue the relationship
%
open rate increase
66%
reply rate increase
[your company name] - Your credit balance is running low!
Hi [first name],
In reviewing your account, I noticed that you have used almost
all of your current credits! It's great to see you and your team are
getting exceptional usage of our product.
Quick question: Do you have a few minutes [day] to speak about
your options in regards to replenishing the balance to ensure all
the functionality is available?
Let me know what works best. I look forward to speaking
with you!
Best,
[first name]
100 Pipeline Plays
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89
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Additional user upsell
Email template
1
Scenario
Expected Results
Many companies are growing and their seat license
capacity may not reflect their current or future needs.
For customers near or at capacity, reaching out and
inquiring about opportunities to add additional seats
can open doors to upsell opportunities for new users.
Triggers
• Customer near or at capacity on seat licenses
Actions
• Email the admin or main point of contact to check on
their need for additional licenses
Subject line:
Subject Line:
[First Name], does your team have what
Reply
they need?
62
%
open rate increase
38
%
reply rate increase
2
Email:
Hi [first name] [last name],
Email:
[First name],
Following up on my previous note. Any
Many of our customers have been adjusting
chance we can connect next week to run
to new realities that require new strategies
through some of our November offerings?
to sustain growth. Your prospects and
They’re only available until the end of
customers may now be fully remote or
the month. If you’re looking to add more
splitting time in the office. Having multiple
licenses, now is a good time to see how we
points of contact is more important than
can help.
ever right now.
I was looking at your account and realized
Best,
[sender first name]
that you are getting close to maxing out
your user licenses. Fortunately, we have a
few special offers for adding users to your
account to help accelerate growth ahead
of the end of the year!
Do you have a few minutes available today
to review the offers? I'd be doing you a
disservice if I didn't go over them with you,
as they're pretty compelling.
Best,
[sender first name]
100 Pipeline Plays
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90
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Upgrade campaigns based
on package
Scenario
Expected Results
incentivize customers to upgrade to a new package.
People who have good engagement generally want
more functionality, but the threshold might be too high.
Unlock those upsells by offering a package that meets
51%
open rate increase
12%
For example, if a customer signs up for the advanced
reply rate increase
upgrading to the best package. Showing them additional
features they'd be missing could spark more interest.
Triggers
• Customer has a lower package at quarter end or year
end
• A customer life cycle
• Positive intent signals toward a given product feature
Actions
• Initiate an email sequence followed by a sales rep call
[your company name] - have you considered an upgrade?
Hi [first name],
your client's needs.
package, highlight features that fit their use case for
Subject line:
Email:
The customer life cycle and your sales calendar create
great opportunities to upsell. Tailor your campaigns to
Email template
In this ever-changing world, companies continually look for ways to
streamline their business while leveraging their partnerships to see
increasing value over time. At [your company name], we are always
looking for ways to provide this sort of value for our customers.
To help provide immediate value, we have a few different
incentives running through [timeframe] around upgrading your
Better retention rates and
[package/subscription]. While you are already familiar with the
revenue from upsell
value our product provides, upgrading to [name of upgrade] allows
you to gain access to even more!
[benefit 1 name] - benefit 1 description
[benefit 2 name] - benefit 2 description
[benefit 3 name] - benefit 3 description
There are even more benefits, so I’d love to have a conversation
about which would be the most valuable for your team specifically.
Do you have fifteen minutes tomorrow to connect?
Best,
[sales rep name]
100 Pipeline Plays
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91
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Upcoming renewal sales flow
Scenario
Expected Results
Email template
Accounts that have good
usage grades:
From:
As a renewal approaches, it's crucial to understand
how customer priorities have evolved over the
course of their contract and know their concerns
and challenges. Send them an automated sequence
to set up a meeting. For contacts who are difficult to
reach or renewals that are fast approaching with no
resolution, offer varying levels of offers or concessions
based on data from their engagement and usage.
We score accounts with a usage grade, which is a
combination of product usage data plus how engaged
the relationship has been over the past year. This
grade indicates how likely an account is to renew. We
80% 50%
open rate
increase
reply rate
increase
35
Triggers
• Renewal date in three months (or relevant time
early renewal conversion rate
increase
period for your business)
Actions
• Segment by product, usage grade, and segment
• Initiate sales flow
100 Pipeline Plays
Accounts that have poor
usage grades:
77
%
open rate
increase
47%
Subject Line A:
Subject Line B:
Early renewal options
End of quarter renewal options
Email:
Hi [first name],
%
channel these metrics into different sequences to
tailor approaches with different accounts.
Account Manager
43
%
reply rate
increase
early renewal conversion rate
increase
We are quickly coming up on your renewal and I have some added flexibility
to offer you incentives to renew early before the end of the quarter. Our team
is continually improving and expanding the platform to further support your
needs. Just take a look below at several new features we recently released that
will help your team improve [insert value add here].
While there are a few different incentives available if you renew before the end
of [month], it’s important that we connect to identify which will make the biggest
impact for your team. Let’s schedule some time [tomorrow or early next week]
to talk through the details.
Best,
[sales rep name]
203
92
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Early renewal offer to heavy users
Scenario
Expected Results
Email template
• Increase the percentage of
Subject line:
Six months into a one-year contract, analyze user data
to identify customers who are heavy users of a product.
Users showing high engagement are likely finding high
value in your product. Locking down renewal money for a
multi-year period with these customers is a big win.
Target heavy use clients with an early renewal offer by
entering them into an automated email campaign.
The messaging should focus on how well they are doing
with your product and ask them to become long-term
partners for a discounted, multi-year renewal rate.
That extra time also provides more opportunities for
future upselling.
Triggers
• Exceptional product adoption and use by a customer
Actions
• Email campaign focusing on how much the customer
uses the product and promoting a discount for a multi-
multi-year deals
• Boost renewal rate and net
retention
Upcoming renewal options
Email:
Hi [first name],
On behalf of [company name], we are so happy that you and your
team have been getting valuable use out of [product name]!
As we approach the halfway mark of your contract, I’d love to start
discussing how we can build a long-term partnership with you.
We see our relationship extending well into [year] and beyond, and
we’re prepared to offer you a discounted, multi-year renewal rate
that I think you’ll be very pleased with.
Can we schedule some time [day] to talk through the details?
Best,
[sales rep name]
year renewal
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93
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Contact look-alike prospects
Scenario
Expected Results
In-app feature example
• Higher connect rates
• Increase in demos booked
• Increased pipeline
Subject line:
When a new company signs on as a customer, it’s smart
business to find look-alike prospects that might also
benefit from your product. Every time you close a deal,
your sales team should immediately identify prospects
that face the same challenges as the new customer.
Once a list is compiled, the sales team can begin an
email sequence to introduce the product and even
promote that a competitor just signed on as a client.
Triggers
• New deal closed
Actions
• Research similar companies to the one that closed the
new deal
• Email those other companies as part of a sequence to
introduce the product
Need a solution for [what your product solves for]?
Email:
Hi [first name],
[account industry] has recently become the fastest growing industry
in our client base. We are hearing stories of instant results from
companies like [X, Y, Z].
Each of these companies struggled with [what your product solves
for], and [your company name] helped them [value proposition and key
benefits]. Check out these case studies to see the results.
Do you have time this week to discuss how we’re helping other
companies in your space—and how we can help you, too?
Look forward to hearing from you.
Best,
[sales rep name]
100 Pipeline Plays
207
94
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Replace account contact after
main POC's departure
Scenario
Expected Results
Email template
Subject line:
Urgent - missing account info
The relationship with your main point of contact (MPOC) at
Email:
a customer account is critically important to renewing and
Hi [first name],
growing your business. But if your MPOC leaves and there's
no clear handoff within the organization, you're at a high
risk for churn. It's important to quickly restore ownership
and ensure accountability.
To prevent your company from slipping through the cracks
during the transition, you should have additional points
of contact at the account. But if you only have a single
53%
open rate increase
22
%
reply rate increase
Intermittently, we share critical information with our customers like you via
email and phone. These important updates are related to:
- Contracts & payments
- Product updates & improvements
- Money saving discounts & offers
Recently, the main point(s) of contact we have on file at your company
contact, you should quickly identify and connect with their
opted out of communications from us. This means that right now no one at
replacement—or with other peers or leaders—to reestablish
the account is receiving these important messages! We identified you as a
the relationship.
potential alternative main point of contact for [account name].
Triggers
If you are a main point of contact at [account name], please reply to this email
• Main POC leaves an account
Actions
• Reach out by phone and email to their replacement
(if known) or other contacts or leaders at the account
with ‘Yes’.
Your action is requested so that your business doesn’t miss important
information from my Account Management team. We look forward to hearing
back from you.
All my best,
[sales rep name]
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95
STAGE
Post-sale
THEME
Expand
Respond to negative customer
reviews
Scenario
Expected Results
When a customer posts a negative review about your
product, it can have a cascading effect that might
discourage prospects from moving forward or even
prompt other customers to rethink their purchase. You
should designate a team to monitor popular review sites
and forums and pass along negative client reviews to
• Improved market presence
on review sites
• Higher lead flow and
retention
your sales or customer service reps. If it’s allowed by the
review site or forum, a rep should post a response to the
negative review and dig further into any issues raised.
A client who is unhappy may be more willing to try a
competitor, so a quick response is critical. Concerns
published in a negative review can often be resolved in a
phone call. The customer may even be willing to change
their score or review based on your intervention.
A client who is unhappy
may be more willing to try
a competitor, so a quick
response is critical.
Triggers
• A customer leaves a negative review of your product
on a site or forum
Actions
• Alert the sales or customer service team about
the review
• Respond to the poster’s comments if allowed by
the site
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96
STAGE
Post-sale
THEME
Expand
Survey users post-adoption
Scenario
Expected Results
Once a deal closes, it's important for new users to
use the product consistently. Low adoption could flag
potential churn at renewal time, while high adoption
could indicate upsell potential. Your CRM or other
measurement systems can track user adoption rates.
Send post-adoption surveys 90 to 180 days into the
contract cycle to garner detailed feedback. This gives
the customer adequate time to get trained, onboarded,
and up to speed in order to provide substantive
feedback. Analyze the survey results and take any
necessary actions. Tracking when and how users have
• Prevent churn
• Boost retention
• Uncover upsell opportunities
Low adoption could flag
potential churn at renewal
time, while high adoption could
indicate upsell potential.
adopted a product can uncover early clues about likely
renewal success and upsell potential.
Triggers
• Customer hits designated point in a contract cycle
Actions
• Send out a post-adoption survey to all users of
a product
• Analyze survey results to look for patterns and
problems
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97
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Survey at-risk customers
Email template
Subject line:
Scenario
Expected Results
We want your feedback
Identifying customers at risk of churn through a survey
Email:
allows you to pinpoint renewal problems before they
Hello [first name],
happen, potentially saving those customers. Email
surveys to clients ahead of their renewal cycle to
highlight any issues. If possible, include a gift offer to
encourage participation. Assess their responses and
• Higher renewal rate
• Greater churn prevention
At [your company name], we pride ourselves in delivering the best
[product offering] out there and we hate to see our customers
leave us.
take appropriate corrective actions to save the account.
We're always striving to be better, to deliver more value, and to help
AI models or basic customer health scores—such as
our customers win by [value proposition]. Your feedback would
usage data or complaints—can identify customers at risk
mean a lot. If you have 1 minute to spare, please share with us a bit
of churn.
about your current customer experience and likelihood to renew
Triggers
• Customer identified as a risk of churn
Actions
• Survey at-risk clients
• Analyze survey results to determine corrective actions
• Include a gift offer to encourage participate
by taking this brief survey.
As a thank you, you will receive a $10 [company name] gift card.
When you first signed on with [your company name], it was to fill
a gap you had in your business. We hope that we are delivering on
that need, but would love your feedback on areas we can improve.
Let me know if there is anything that I or the team here can do to
help you out.
Thank you,
[first name]
100 Pipeline Plays
215
98
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Swap or add products mid-cycle
for low usage customers
Scenario
Expected Results
account, initiate a mid-cycle conversation with the
customer and swap or add products and services in
exchange for features with low use.
By calling mid-cycle, you're acting as an advocate
committed to the customer’s success. The timing allows
the customer to use the swapped features ahead of
[your company name] - executive support
Hi [first name],
ahead of possible problems midway through a contract,
decline to renew. To avoid downsell and preserve the
Subject line:
Email:
For customers with low product usage, it’s better to get
rather than waiting for the client to ask for a refund or
Email template
• Higher renewal rates
• Higher customer satisfaction
I hope this email finds you well. I’m reaching out because as the
[job title] here at [your company name] it is my priority to ensure
our customers are getting maximum value from their investment
with us.
I met with your account team here [timeframe] to review recent
[your company name] usage metrics for [account name] and
noticed that over the last [timeframe], your platform login activity
renewal.
is below rates we typically see for teams of your size.
Triggers
As a software buyer myself, I know that timing matters. Use cases
• Low product or feature use at contract mid-cycle
and teams evolve and usage patterns are not always a direct
Actions
that you and the team have the support you need to maximize
• Call the customer to discuss product swap options well
before renewal time
• Keep the original product spending in place rather
than downselling
reflection of value being derived from a solution. I want to ensure
your [your company name] investment. In addition, if there have
been changes to your team or business over the last year, I want to
ensure that our partnership is responsive to those changes.
Are you available for a quick call this week with myself, or a
member of my team, to ensure we have full alignment?
Best,
[customer experience leader name]
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99
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Address low feature usage
Scenario
Expected Results
Email template
When customers aren’t using the full scope of the
product they’re paying for, there’s a downsell risk. Take
a look at what each customer is paying for and pinpoint
features that are underutilized or not used at all. Then
deploy customer messaging highlighting the benefits
and value of those features to show them how they
can derive maximum value from their subscription.
• Churn mitigation
• Higher retention
• Higher engagement
• Downsell mitigation
Subject Line:
You’re missing out on [product name]
Email:
Hey [first_name],
Offer support to help each customer set up the unused
I’m [first name] and I'm part of your Customer Success team here
feature and familiarize them with how it works.
at [company name]. I noticed recently that none of your team that’s
Run this play at scale by analyzing product usage data
and automating the messaging campaign. Higher
product utilization translates to more upsells.
Triggers
• A customer has access to a product that has a features
or products that are underutilized
Actions
• Analyze customer usage data to see which customers
aren’t fully using your product
using [company name] has installed [product or featurename], a
[description of product or feature].
[Description of product benefits and value proposition, including use
cases. Include link to product if applicable.]
If you have any questions or would like to review this with someone
on your Customer Success team, take a look at the available meeting
times and select whichever works best for you.
Kind regards,
[first name]
• Deploy a campaign sequence at scale that helps them
understand the value they’d get out of using a specific
product feature.
• Offer support to help them set up the underutilized
features
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100
STAGE
Post-sale
SAMPLE SEQUENCE
THEME
Expand
Win back churned customers
Scenario
Expected Results
Email template
• Recover churned customers
• Boost winback rate, higher
Subject line:
Churned customers aren’t always gone for good. You
can often win them back if you resolve their reason
for leaving, such as a new version of a product that
addresses the problems they experienced.
Record the reasons for every lost customer and segment
them into high-level categories, such as pricing,
budget, product features, and customer experience.
Capture relevant details, including desired features that
didn’t exist or a problem with your customer service.
Then develop messaging tailored to those reasons.
Email campaigns that acknowledge prior limitations
adjusted gross and net retention
[customer problem] shouldn't be the roadblock
Email:
Hello [first name],
My name is [name], I'm the [job title] here at [your company name].
I understand a few weeks back that we couldn’t come to a renewal
agreement because [outline customer concerns].
and communicate subsequent improvements can
I see a strong use case here, and I believe we can help get the price
be combined with a free trial offer to win back the
to a place that makes sense for you.
customer.
Triggers
• Customer churns for a stated reason
Actions
Would it be worth a few minutes to talk with a new team member if
we can find a price point that works for you?
Cheers,
[sales rep name]
• Tailor campaign messaging to specific churn reasons
• Segment churned customers into email campaigns
that acknowledge gaps in features or customer
service and highlight how you’ve improved
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221
Notes
Notes
Stage
Actions
Top takeaways
Important details
To reach your goal
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223
CONCLUSION
A comprehensive go-to-market playbook
driven by insights — and the ability to
execute those plays — are the marks of a
winning company.
Think about it this way: No championship team would take the field
without a proven playbook to guide them. No world-class director would
shout “action!” without a script to inform her next scene. Why should you
be any different?
We hope this guide makes your sales team more efficient and productive,
As you use this library of 100 plays,
we want to hear from you! Tell us how
you customized the plays to your
business and reaped the rewards. Use
the hashtag #100gtmplays and tag
@zoominfo in your social media posts.
optimizes your marketing programs, boosts customer loyalty, and
ultimately, helps you grow. Start with what we’ve developed, and make it
your own.
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225
Digital selling is the
way of the future
Research shows that at high-per forming companies, automation directly
leads to more sales oppor tunities, with reps instead spending 40 to 50
percent of their time talking to customers. Data-driven automation provides
a variety of reliable go-to-market motions that you can set , test , and
optimize on repeat .
That’s why we created this results-driven guide to the top 100 go-to-market
plays we rely on throughout the sales journey, outlined with straightforward
steps that you can implement at your own business to maximize efficiency
and increase your market presence.
This book includes:
• The top 25 plays for each major stage in the sales cycle;
• Desired results from running plays across your
sales and marketing ecosystems;
• Real-world scenarios where automated
plays can be difference makers