GTM Plays

Modern go-to-market playbook for all.

✅ NEW LEADS

Intent Signal Targeting

Firmographics and technographics help identify which companies are your potential customers. Intent data lets you know which companies are actively searching for a solution like yours.

Intent data casts a broad net across the internet to gather top-of-funnel signals about the issues, solutions, technologies, and vendors that potential buyers research before buying. This early visibility on developing opportunities gives your sales teams a head start on the competition.

Select intent topics related to your business and monitor when a specific account, or set of accounts, conducts high-level, potential-purchase research. When relevant prospects show buying intent, you can target them with messaging tailored to their specific search, buyer persona, industry needs, etc.

You may want to implement this play multiple times and pair specific messaging with each group of intent topics.

Triggers

  • Identify companies within your ICP surging on specific intent topics or researching content on the web

Actions

  • Filter companies to reduce the records to meet specific criteria mapped to each intent topic
  • Source expanded set of contacts which meet your persona definition mapped to each intent topic
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Intent Signal Campaign

Contact External Move

Personnel changes create great prospecting opportunities. When a new person is hired, they typically look to make their mark in the first 90 days, including evaluating existing technology and services — and buying new ones.

Connecting with these new hires at the start of their new role gives you the chance to influence their agenda and increase the odds of winning a deal. Plus, a new job is a natural conversation starter because people will be fielding plenty of congratulations from their extended networks.

Triggers

  • Identify tracked contacts that recently moved companies (tracked by a specific user with a specific origin tag)

Actions

  • Automatically source contact information at new company
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Contact External Move Campaign

General News Signal

Company news can predict an organization’s readiness to purchase. When significant company news happens — such as the opening of a new facility, the relocation of an office, or company-wide layoffs — your sales and marketing teams should move quickly and reach out to new buying groups.

However, it’s difficult and time-consuming to track company news. With ZoomInfo’s Scoops function, automated triggers and actions can keep track of company news. Instead of manually adding contacts to campaigns and lists, you’ll be able to stay focused on fostering customer relationships, prospecting sales, and closing deals.

Triggers

  • Identify news signals within specific category types for your ICP

Actions

  • Filter companies to meet specific criteria based on news category
  • Source expanded set of contacts which meet your persona definition mapped to each news category
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in General News Campaign

Review Site Intent

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 your category, specific products, or competitors (and possible alternatives).

Triggers

  • Identify companies which now meet your Saved Search company filter criteria including views of review sites

Actions

  • Source expanded set of contacts which meet your personas mapped to review category
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Review Site Campaign

Persona Expansion

When a new lead comes in through a high-value web form, you should also pursue the rest of the stakeholders who influence purchasing decisions at the company. Today, many purchasing decisions are handled by committees and not individuals.

Triggers

  • Identify opportunities with limited contacts

Actions

  • Source expanded set of contacts which meet your persona definition for uninvolved roles
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Persona Expansion Campaign

Funding Round Signal

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.

Triggers

  • Identify companies with funding rounds of a particular round, size and source

Actions

  • Filter companies to reduce the records to meet specific criteria mapped funding news
  • Source expanded set of contacts which meet your persona definition mapped funding news
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Funding Round Campaign

Tech Install Targeting

Knowing what tech your product plays well with can expand your market. Identify which of your technologies complement the products or tools of other companies.

Triggers

  • Identify signals for specific technologies added at a company within your ICP

Actions

  • Filter companies to reduce the records to meet specific criteria
  • Source expanded set of contacts which meet your persona definition mapped to each technology category
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Tech Install Campaign

Opportunity News Signal

Company news can predict an organization’s readiness to purchase. When significant company opportunity news happens, your sales and marketing teams should reach out to new buying groups.

Triggers

  • Identify a news signal for a company with an open opportunity

Actions

  • Source expanded set of contacts which meet your personas mapped to each news category
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Opportunity News Campaign

Competitive Tech Added

Use ZoomInfo’s technology tracker to identify when your target customers buy from your competitors and find the right time to launch a "switch to us" campaign.

Triggers

  • Identify signals for competitive technologies added at a company within your ICP

Actions

  • Filter companies to reduce the records to meet your ICP
  • Source expanded set of contacts which meet your persona definition mapped to each technology
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Competitive Tech Added Campaign

Financial News Signal

Company news can predict an organization’s readiness to purchase. When significant company financial news happens, your sales and marketing teams should move quickly.

Triggers

  • Identify financial news signals (M&A, Financing, etc.) for companies in your ICP

Actions

  • Filter companies to meet specific criteria based on financial news category
  • Source expanded set of contacts which meet your persona definition mapped to each financial news category
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Financial News Campaign

Competitive Tech Uninstall

A competitor’s customers can be a great source of new business – if you can get plugged into the right signals.

Triggers

  • Identify specific technologies dropped at a company within your ICP

Actions

  • Source expanded set of contacts which meet your persona definition mapped to each technology
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Competitive Tech Uninstall Campaign

Site Visit Targeting

Our website analytics tool WebSights can turn anonymous, high-value visits to your website into known accounts.

Triggers

  • Identify companies within your ICP visiting specific pages on your website

Actions

  • Filter companies to meet specific criteria based on page
  • Source expanded set of contacts which meet your persona definition mapped to each page
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Site Visit Campaign

Lookalike ICP Targeting

Setting up scoring models to target the best-fit, highest priority accounts is essential for optimizing outbound prospecting.

Triggers

  • Meeting with contact of multiple contacts completed but no existing Opp

Actions

  • Source expanded set of contacts which meet your persona definition
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Completed Meeting, No Opp campaign

Contact Internal Move

Personnel changes create great prospecting opportunities, especially when they happen within existing accounts.

Triggers

  • Identify contact job changes within specific departments at a company within your ICP

Actions

  • Identify contact with recent job changes at the same company
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Contact Internal Move Added Campaign

Abandoned Form Follow-Up

Half of all website forms are left unfinished and not submitted. Following up on abandoned forms can boost your lead volume.

Triggers

  • Identify forms abandoned by contacts or companies within your ICP

Actions

  • Source expanded set of contacts which meet your persona definition mapped to form source
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Abandoned Form Campaign

Completed Meeting, No Opportunity

Sometimes you make a great connection and run an engaging demo, but the prospect isn’t ready to move forward.

Triggers

  • A meeting is conducted with a point of contact at an account, but no opportunity is created in your CRM.

Actions

  • Send records to your CRM
  • Assign to Account Owner
  • Enroll point of contact who completed the meeting in a soft, educational content campaign

Product-Specific Targeting

When a potential customer views a product page on your website, recognize their interest and send targeted ads and messaging about the product they viewed.

Triggers

  • Company or contact views a specific product page on your website

Actions

  • Source expanded set of contacts which meet your persona definition (mapping relevant personas to each product page)
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Product Specific Campaign

Abandoned Chat Follow-Up

Interacting with prospects via chatbot is a valuable opportunity to connect in real-time.

Triggers

  • Identify visitors who engage with website chat but do not convert

Actions

  • Source expanded set of contacts which meet your persona definition based on chat interaction
  • Send records to your CRM
  • Assign to Account Owner
  • Enroll in Abandoned Chat Campaign

Fast SLA on Form Fill

Responding quickly to inbound inquiries will dramatically increase your chances for success.

Trigger

  • Identify forms completed or abandoned by people at companies within your ICP

Actions

  • Send company and contact records to a specific user or shared channel
  • Assign to Account Owner
  • Send records to your CRM
  • Contact lead by phone and email (and text) within 90 seconds
  • Create SLA of < 90 seconds for inbound team to talk to buyers when they’re thinking about you.

e-Sign Follow Up

Say you’ve been working on an opportunity for months and all you need to close the deal is a signed contract from a key stakeholder.

Triggers

  • Identify companies with no engagement with eSign contract within 48 hours of sending

Actions

  • Source expanded set of contacts which meet your persona definition related to buying committee
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in e-Sign Follow Up Campaign

Event Targeting

Event managers typically receive a list of companies that will be attending an upcoming event. You can search company organization charts and reporting structures to identify contacts that fit the profile of an attendee.

Triggers

  • Identify companies and contacts sponsoring, attending, or speaking at event or conference

Actions

  • Source expanded set of contacts which meet your persona definition mapped to event type
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Event Campaign

Cross-Sell Targeting

First time buyers are often hesitant to take on more than they can handle. To support new buyers and create upsell opportunities, circle back to them 90 days after the purchase.

Triggers

  • Identify existing customers who have strong adoption, but have not adopted all products

Actions

  • Source expanded set of contacts which meet your persona definition related to target products to upsell
  • Send records to your CRM
  • Assign to a Account Owner
  • Enroll in Customer Upsell Campaign

FAQs

What are ZoomInfo Plays?

ZoomInfo Plays are ready-to-launch go-to-market workflows that help sales and marketing teams automate outreach based on real-time data triggers.

How do Plays work?

Plays combine ZoomInfo’s data signals—such as buyer intent, job changes, and web visits—with automated actions like email sequences, CRM updates, and task creation.

Who uses ZoomInfo Plays?

Sales development reps, account executives, marketers, and RevOps teams use Plays to improve efficiency, speed to lead, and targeting accuracy.

Can I customize Plays for my team’s workflow?

Yes, Plays can be tailored to your specific ICP, trigger conditions, engagement channels, and tech stack.

Do Plays integrate with my CRM or marketing tools?

Yes, Plays integrate with platforms like Salesforce, HubSpot, Outreach, and Marketo to sync data and automate follow-up.