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4 Ways To Generate Demand When Buyers Changed Jobs To New Companies

As a marketer, you might have heard some statistics about marketing (and sales) executives' job tenure being around 18-24 months.

But they're not the only ones that frequently switch companies or roles.

At UserGems, we've seen 20-30% of people change their jobs every year, across industries and across job functions.

This also applies to your customers, end-users, leads...

At least 20% of your customers are already at new companies (and 20% more will change in the next year) who are more likely to buy your product again.

Why does this matter to demand generation?

  • Continuous flow of leads with buying intent: New buyers -- many of whom are your previous customers -- need to evaluate the tech stack they inherited when they start a new role.
  • Hit your revenue contribution target: New executives spend 70% of their budget in the first 100 days. That's why you want to be top-of-mind during that buying window.
  • Keep your email database marketable: 33% of your database goes stale every year because of people changing jobs.

How To Attribute "Job Changes" To Marketing?

We often get this questions from CMO and VP of Marketing when they speak to us.

They've seen great customers switch to new companies and then come back to request a demo or download a content.

Because their CRM doesn't automatically link the new prospect with their previous record, they go through a standard lead scoring and routing, and get treated like a first time prospect when they should have been accelerated through the funnel.

This leads to a bad customer experience, unnecessarily long sales cycle, and potentially a sales loss.

So many marketers see the value of tracking customers' job changes. But attributing Job Changes as a marketing effort appears to be "soft" since these prospects haven't yet met the existing lead scoring like other marketing leads.

Below are a few use cases that can help you make a case to your organization.

Since we'll share very tactical tips in the next sections, here's a quick description about UserGems so you know the types of data would be available.

What Is UserGems?

UserGems turns job changes into leads:

  • When your customers change their jobs: UserGems creates a new lead in your CRM, provides their new contact information and enriches the new account information.
  • When there are new prospects in your target accounts: UserGems monitors your target accounts and surfaces any new prospects that match your target persona every month.

With UserGems, you'll reach and nurture the buyers -- with personalized and timely content and campaigns -- when they've just entered the buying cycle, shaping their evaluation criteria in your favor.

Use Case 1: Introduce A New Lead Source

Like any new initiative, experiment in a small scale to evaluate the ROI.

UserGems is offering a FREE trial for up to 20,000 contacts. You'll get 400 warm leads of previous customers/users that you can use in your existing campaigns to compare with other leads.

You can also put these leads in a sales cadence and compare the conversion rates against other cadences.

Here are some email examples and tips that you can use today.

Once you have the data, your conversations with your CRO and CFO will be much easier. Then, the job changer leads will count toward your monthly lead volume. Your sales team will be looking forward to these leads as they do with qualified "Demo Request" leads.

Your company will associate "UserGems Leads" source as a marketing initiative and YOU as the thought-leader.

Use Case 2: Email Nurture/Outreach

Run a monthly email campaign targeting your past customers that recently changed jobs.

You can simply sync the new batch of UserGems leads every month to your marketing automation for email nurturing. Since this audience is already familiar with your brand and product, the messaging should feel closer to your customer marketing content rather than demand-generation newsletters.

One of our customers also includes relevant third-party validation and special incentive(s) in their drip campaign. The result was 2-3x lead-to-opp conversion rate compare to their average performance. Since email is the lower cost channel, their UserGems campaign has consistently been their highest ROI.

The conversion rate for our UserGems campaign was 2-3X of our average campaigns.

How?

For every lead, UserGems also links to the prospect’s previous information (e.g. previous account, previous title, and any information that’s captured in your CRM). This information can then be automatically applied to your email templates for a more personalized messaging.

Here's an example:

Tips:
  • Peer-to-peer email: The first email should be sent "from" someone in a similar role as the recipient, e.g. your CFO (or VP of Finance) to the Finance persona, or your VP of Customer Success.
  • Segment by persona: If your company targets multiple personas (e.g. CFO, CIO, CHRO) it would be best to segment the former champions into persona-based nurture tracks with relevant content.
  • Leverage existing content: A lot of your existing content and nurture program can be used here as well. Don't reinvent the wheel if you don't have to.

Use Case 3: Targeted Ads

To stay top of mind and convert, marketing needs to be omni channel.

In addition to emails, you should also upload UserGems leads to create target audiences for social ads and retargeting. Depending on your audience size, we highly recommend segmenting the leads, e.g. based on job roles or industry, to offer more relevant content. However, be cognizant of your ad copy to avoid coming off too invasive (read, stalkish).

Tips:
  • LinkedIn requires at least 310 contacts identified to create a custom audience. And the great news is, LinkedIn's match rate (from work email addresses to LinkedIn profiles) is now more than 90%, which means you can target almost everyone you're emailing with LinkedIn ads.
  • You can then retarget these prospects on Facebook/Instagram/Twitter/Youtube. You can ALSO use a data vendor (such as SayPrimer) to find personal email addresses of these prospects and create a custom audience for these channels.  

Use Case 4: ABM Campaigns

Improve sales and marketing alignment for ABM campaigns by making it easy to select and target prospects -- at scale -- maximizing the return on your ABM/ABS investments.

Having the option to further segment and prioritize your ABM on certain contacts gives marketing opportunities for hyper-personalization, resulting in a more delightful and relevant buyer's experience, and ultimately higher conversion rates.

UserGems monitors your target accounts and identifies new prospects that match your persona every month. This guarantees that you reach the buyers with the highest propensity to buy at the right time -- when they're new in their roles and still building their team and tech stack.

Some Tips About ABM Direct Mails:
  • Home address instead of office: Direct mails are still possible during the Covid-19 time, but you team would need to ask the prospects for their home addresses and if they're comfortable with sharing that information.
  • Strive to be different: We've seen great responses when gifts are more creative and thoughtful, e.g. sending donuts and coffee to the team before the end of month or quarter if the buyer is a sales/marketing leader, donating to a local school or a non-profit on the prospect's behalf (check out DonorsChoose.org)
  • Mid-level prospects might be more responsive: Depending on your ICP but a standard direct mail would not get you a meeting with an SVP or above. They often have boxes of swags from vendors. You'd have a better chance with something more personalized and thoughtful (point #2 above)

Keep Your Database Marketable

Lastly, every marketer we know experiences the on-going pain of data hygiene.

In fact, a third of your database goes stale every year.

With UserGems, you'll bring LinkedIn data to your CRM at scale to cleanse, enrich, and grow your database on a monthly basis by updating existing contacts and adding net-new contacts.

You'll know who got promoted, who left, where they are now, who replaced them -- along with their new contact info. That way, your sales, marketing, customer success can prioritize their efforts to move these hard-earned prospects down the funnel.

Conclusion

To recap, the four ways that you can generate demand when buyers change jobs to new companies:

  1. "Job Changes" As A New Marketing Lead Source
  2. Email Nurture/ Outreach
  3. Ad Campaigns
  4. Enhance Your ABM Campaign

Because buyers frequently change their jobs, they are a reliable lead source with high propensity to buy -- especially if they are also your past customers.

UserGems is offering a FREE trial. You'll get 400 warm leads of previous customers/users and an Overview of where your customers are. Request Your Free Trial Today.

Photo by Campaign Creators on Unsplash