Winning new B2B customers is hard work. Keeping them long-term is equally challenging. A lot of time, energy, and resources go into maintaining happy customers, but the driving demand generation doesn’t have to stop when your buyer changes their company or role.
At UserGems, we've seen 20-30% of people change their jobs every year, across industries and across job functions. This applies to your customers, product users, leads, etc. That means 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?
- A continuous flow of leads with high buying intent: Your previous customers already know your product so they're more likely to buy again and buy quicker.
- Hit your revenue contribution target: New executives spend 70% of the budget in their 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.
Below are four demand generation tactics you can leverage to drive demand generation using UserGems "customer job changes" data.
Before we get into the tactics, here's a quick overview of UserGems so you can see why it should be in your prospecting toolkit.
What is UserGems?
UserGems turns customer 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, your sales and marketing teams will 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.
Proven ways to drive demand generation
Demand generation tactic 1: Direct mail
Select the UserGems leads that are in your ADRs target accounts to receive a direct mail along with a personalized note. This process can be automated with software like Alyce, Sendoso, PFL, or simply ask an intern to help.
Direct mail paired with a timely email outreach produces the highest conversion rate, especially if they're sent to previous customers.
Some tips about direct mails during the pandemic (and the rise of remote/hybrid work models):
- Home address instead of office: Direct mails are still possible during the Covid-19 time, but your 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 the 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 ideal customer profile (ICP), a standard direct mail might 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)
Demand generation tactic 2: Email campaign (or sales outreach)
Complementing your direct mail (tactic 1) with automated-but-personalized email nurturing to re-engage with the previous customers.
You can simply sync the new batch of UserGems leads every month to your marketing automation for email nurturing. This is a great way to drive demand generation in a targeted and effective way. Since this audience is already familiar with your brand and product, the tone should be more personal and less promotional.
Our lead-to-opportunity conversion rate for UserGems campaigns is 3X our average campaigns - a customer in a mid-market MarTech company
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 more personalized messaging.
Here's an example:
- 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
Demand generation tactic 3: Targeted ads
To stay top of mind and convert, marketing needs to be omnichannel.
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.
- 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.
Demand generation tactic 4: Account-based everything
Orchestrating alignment between sales and marketing teams is critical for an ABM campaign's success. But many organizations are still struggling with it. Often time, the marketing team advertises to one account while the sales team goes after another.
UserGems provides two buying-intent signals to help both teams align on the ABM account list:
- if any of your accounts has a previous buyer, or
- recently hired a new executive that matches your persona
Sales reps know that these are the top 2 buying triggers so they are more likely bought in. We also provide prospects' email addresses and an easy way for ADRs to add them to sequences, ensuring that your sales team goes after the right prospects and the right accounts.
Use these demand generation tactics to boost your pipeline
To recap, the four ways that you can generate demand when buyers change jobs to new companies:
- Direct mail
- Email outreach
- Targeted ads
- Account-Based Everything
Because buyers frequently change their jobs, they are a reliable lead source with a high propensity to buy -- especially if they are also your past customers.