You can leverage TrustRadius’ integration with ZoomInfo to identify your current customers who are researching your competitors’ products on TrustRadius and may be at risk of churning. 


Prerequisites


  1. Log into ZoomInfo.
  2. In SalesOS, click Advanced Search. (If you are not in SalesOS, click the grid icon in the top right corner and click SalesOS.)
  3. In the Filters sidebar, scroll down to the filters related to your CRM (e.g. Salesforce). Select the appropriate filter(s) to limit your results to current customers only. 
  4. In the Filters sidebar, scroll down to “Sales Signals”. Click TrustRadius Buyer Intent. (If you do not see TrustRadius Buyer Intent, follow the steps in this article to pin TrustRadius filters to your ZoomInfo search.)
     
  5. Define your filter criteria. To identify current customers that may be showing potential churn risks, we recommend the following:
    1. You can use the Product Name filter to see accounts researching specific products. For example, if your biggest competitor is "ACME Cloud", you can set the Product Name filter = ACME Cloud. This will give you all accounts active on TrustRadius researching your competitor's product. 
    2. Next you will want to use your CRM filters (i.e. Salesforce) to identify your current customer accounts. You can leverage your company's specific field that is used to identify when the account type or status is 'Current Customer'. 
  6. Once you’ve defined your filters, the right pane will automatically update to show results matching your search criteria. From there, you can execute any of the following plays:
    1. Conduct individual outreach to at-risk accounts.
    2. Survey at-risk customers to determine corrective actions.
    3. Segment at-risk customers into email campaigns that acknowledge gaps in features or customer service and highlight how you’ve improved.