The Best Play to Engage & Convert Content Downloaders

We’ve got one weekday left in the quarter, and I suspect you’ve hit your number.?

But if you haven’t, take a few minutes to dig into our tips and tricks for landing your next deal.

Play by Play ??

We’ve open-sourced our modern go-to-market playbook to help you sell smarter and win faster. Each month, we’ll share one of these proven plays, including their description, triggers, actions, message templates, and automated workflows within the ZoomInfo platform. Here is the GTM play for June.

How to Engage Content Downloaders

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’re collected?

Content download leads that aren’t “hot” enough to assign to a sales rep can be added to nurture campaigns. These automated campaigns?nurture leads along the buyer journey — with the goal of converting them to marketing-qualified leads.

Nurture campaigns can be based on the downloaded content, related topics, or the lead’s job function. Automated nurture campaigns can increase the rate of conversion of initial leads to high-value leads, and shorten the time it takes for them to convert.

Triggers

Identify contacts and companies who have downloaded content or signed up for your newsletter.

Actions

• Source expanded set of contacts from the company that meet your persona definition
• Send records to your CRM
• Enroll in Auto Nurture Campaigns
• Assign to an Account Owner

Messaging Template

Subject: [First name], check out our other [topic] content

Body: [First name]:

We hope you enjoyed your download of [name of downloaded content] and that it helped you to better understand [summary of content]. Based on your interest in [content piece name], we thought you might also be interested in the following:?

[Link to additional content #1]

[Link to additional content #2]

[Link to additional content #3]

In the meantime, if you have any questions, please contact us. [Insert contact link].

Best regards,

[CMO signature]

Pro tip: Enroll these accounts in additional campaigns, like paid ad targeting, and promote special offers to capitalize on their high-interest, buying signal behavior.?

On the Move ??

Here are a few executive shuffles that ZoomInfo’s platform tracked recently.

• Dollar General has named Tony Rogers their new CMO. Previously, Rogers was the CMO of Signet Jewelers.
• PayPal is bringing on Srini Venkatesan as their Chief Technology Officer. Venkatesan was the Executive VP, Omni & Platforms Technology at Walmart.
• Temus just gained a new CEO, Lai Ng. Ng was the Managing Partner & Country Leader, IBM Consulting at IBM.
• FIGS has hired Sarah Oughtred as their Chief Financial Officer. Oughtred was a Senior VP, Financial Planning & Analysis at Lululemon Athletica.

Survey Says… ??

We asked, you answered.?

Our LinkedIn audience represents over 150,000 professionals. We survey our followers to get a pulse on their selling strategies, purchasing behaviors, and general thoughts on all things tech.

Last week we asked, What is your top priority?

The majority of respondents said lead generation, followed by improving conversion rates, and customer retention. A few commenters shared other priorities, including revenue and accelerators, and landing their next role.?

Do you align with these priorities? Comment below.

Thanks for reading along!

Have something you’d like us to cover in an upcoming issue? Comment and let us know. We promise, we read all of them.

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