Playbook

Getting started

Just because an economic buyer isn’t active in your product doesn’t mean they’re out of reach.

Budget holders send out buying signals across multiple channels. The trick is connecting the dots between the power users in your product and the people outside of it 🪄

In this playbook, we’ll show you how to hone in on high-usage accounts and surface signals that will help you kick off a conversation with economic buyers.

What you’ll need:

Step 1: Tag economic buyers who are inactive in your product

Let’s say we want to highlight economic buyers who are engaging with us across digital channels but aren’t hands-on in our product.

We’d log in to Common Room, go to Settings (the little ⚙️ icon at the bottom of the left sidebar), and click on Tags.

Next we’d hit New tag and select Create new tag for contacts. We’ll call this tag “Friendly economic buyers.”

Once we’ve created our tag, we’d click Back to app and go to Workflows to automatically assign it to anyone who meets our criteria.

We’d click New workflow and choose Tag a contact.

In this case, let’s say a friendly economic buyer is anyone who meets our criteria for an economic buyer, has been active across our connected channels (such as LinkedIn, X, and Slack) over the past 365 days, and has zero total active hours in our product.

We’d click Save and boom—now any individual who matches our criteria for a friendly economic buyer will automatically be tagged 🙌

Step 2: Surface power accounts with inactive economic buyers

Now let’s get a look at high-usage product accounts where we have friendly economic buyers.

We’ll head to Segments in the left sidebar.

We’ll hit New segment and select Create new segment for organizations.

The process is very similar to creating a workflow.

First we’ll add a filter for any account with 90 or more hours of activity over the past 28 days. We’ll say these are our power accounts.

Then we’ll add a filter for individuals who match our “Friendly economic buyer” tag.

And there we have it—a list of every org that fits our criteria for a power account and also has a friendly economic buyer present 🕵️

Step 3: Explore economic buyer activity

We know what’s going on inside our product. Let’s see what economic buyers are doing outside of it.

We can click into any organization in our segment, scroll down to the list of contacts, and quickly filter for individuals who match our “Friendly economic buyer” tag.

With the click of a button, we can visit these individuals’ Person360™ profiles to get a look at their recent activities, including where they’ve engaged with us, when, and why 👀

Now that we know what our economic buyers have been up to across our digital ecosystem, let’s get in touch.

Step 4: Prospect friendly economic buyers

We can contact our economic buyers directly from their profile pages—no context switching required 💪

Whether we want to discuss upgrading plans, adding more seats, or some other use case, we’d simply select from the list of options at the top of the page to add them to a personalized outbound sequence.

With visibility into both product usage and non-product engagement, we can tailor our message accordingly.

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

Wrapping up

And that’s us all set.

Now you can quickly zero in on friendly economic buyers who aren’t active in your product and inform your outbound with cross-channel insights—no jumping from tab to tab necessary 🥳

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