Playbook

Uncover the budget holders behind high-usage product accounts

Surface economic buyers not active in your product or digital ecosystem.

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Teams:

Sales

Sources:

Snowflake logoSnowflake

Getting started

The people approaching a paid ceiling in your product aren’t always the ones who can make a purchase or move up plan levels.

More often than not, they’re individual contributors—not decision-makers 🙅

In this playbook, we’ll show you how to hone in on your power accounts and bridge the gap to budget holders—even if they’re not active in your product, engaging in your digital ecosystem, or being tracked in your CRM.

What you’ll need:

Common Room

This is how we’ll surface activity in our product. Sign up for free to follow along.

Data warehouse

We’ll use Snowflake in this example. Check out our integration docs for step-by-step directions on how to connect Snowflake to Common Room and explore other business data source options.


Step 1: Surface power accounts with no economic buyers

Let’s say we want to round up all the high-use product accounts where an economic buyer is absent.

We’d log in to Common Room and head to Segments.

Select Segments
Segments

Common Room’s segments feature allows you to automatically add individuals or organizations to dedicated lists based on customizable criteria. This makes it easy to quickly surface, monitor, and engage specific people and companies at scale.

We’d create a segment specifically designed to pinpoint high-usage accounts where no economic buyer is active 🕵️

Select Create new segment for organizations

The definition of “power account” will differ from org to org, but in this case we’ll say it’s any account with 90 or more hours of activity in our product over the past 28 days.

Select Fields filter

Next we’d add a filter to only include accounts where no economic buyers are tracked (Common Room automatically tags individuals with certain job titles as economic buyers—you can customize this however you wish).

Select Economic buyers tag
Tags

Common Room’s tags feature allows you to automatically label individuals and organizations with specific tags based on customizable criteria. This makes it easy to quickly filter for ideal personas, ideal customer profiles, and more.

And just like that, any organization that meets our criteria—power account, no economic buyer present—will automatically be added to this segment.


Step 2: Add economic buyers to account

Once our segment is set up, we can click into an org to get a look at all economic buyers not currently tracked in Common Room.

View Economic buyers not in Common Room

Simply click the “See all in Prospector” link to go straight to the Prospector tool.

View Prospector
Prospector

Common Room’s Prospector feature allows you to search through a proprietary, constantly refreshed database of more than 200 million B2B contacts, surface employees at specific organizations, and add them as contacts—even if they’re not currently engaging with your organization on any connected channels or tracked in your CRM.

We can choose from a list of every person who works at the organization in question that has the job title of: head of, director, VP, president, chief, CFO, CTO, CPO, CMO, COO, CEO.

We’d simply add them to our Common Room instance to automatically create a new profile for them and enrich it (complete with contact information) using Person360™ ✨

Person360

Common Room’s Person360 feature allows you to deanonymize, merge, and enrich signals from every channel connected to Common Room. This makes it easy to reveal the identity, intent, and context of every buyer and customer.

Now it’s time to get in touch.


Step 3: Prospect economic buyers

We can reach out to economic buyers who may or may not be aware of the activity in our product to discuss making a purchase, upgrading plans, adding more seats—whatever the situation calls for.

Even better, we can tailor our message based on the product usage in the account.

And with Common Room’s sales sequence integrations—including Outreach, Salesloft, Apollo, and Gong Engage—we can go from signal to action without ever switching screens.

Adding every person in our segment to a personalized outbound sequence is just a button click away.

Select Add to cadence

Depending on what we’re trying to do, our message might look something like this:

Outbound template based on high product usage

Hi [first name],

Looks like [company name]’s [department name] team is getting a lot of value from [product name]. Love to see it!

I want to make sure you don’t lose access to [highly used feature] if you hit the ceiling on your current plan.

I recently helped [name of current customer in the same industry] make the switch to our [plan name] plan. Happy to share how they use [product name] to [ROI statistic].

In the meantime, I put together some resources you may find helpful [attach materials to bottom of message].

Let me know.

[Your name]


Wrapping up

And that’s all she wrote ✍️

Now you can spotlight your power accounts lickety-split, connect the dots between power users and budget holders, and get a conversation off the ground—all from the same place.

Want to see a playbook on a different topic? Get in touch. And if you haven’t already, try Common Room for free.

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