How to streamline your B2B prospecting workflow—how UserGems uses UserGems
At UserGems, we like to keep an open mind when trying new champagne, but sometimes nothing hits the spot like a glass of your own bubbly.
That said, we also believe champagne is best when we share it with friends. So we thought to share how UserGems uses UserGems (say that three times fast 😀), or as we call it—UG4UG.
We’ll go deep into our Ops setup -- e.g., process builders, triggers, etc. If these terms get you excited, let’s dive in!
Here’s what we’ll cover
- Why is it important to automate the job-change trigger?
- How we use UserGems to keep our pipeline moving
- Prospecting is hard work. But UserGems can make it slightly easier
Why is it important to automate the job-change trigger?
Have you ever met a RevOps person who thinks they don’t already have enough on their plates? Us neither.
The average RevOps person has to juggle implementing new tools, processes, driving cross-functional initiatives, managing internal and external relationships, and using (plus training others to use) dozens of tools.
And for a small revenue team like ours, automating the track job changes trigger is doubly important.
We had seen first-hand that our former customers and prospects were our best leads -- they already know (and love) our products from their previous roles.
So, making sure the UserGems product is a seamless part of our sales and marketing workflow was a sure-fire way to guarantee a bigger pipeline and repeatable wins while optimizing our sales and marketing efficiency. #OpsFTW 🙌
How we use UserGems to keep our pipeline moving
First, our objectives for this workflow were:
- Ensure all relevant UserGems (UG) leads are acted on
- UserGems leads should receive relevant messaging. We don’t want to spam these valuable contacts.
- To minimize manual efforts needed from our sales and marketing teams, while still maintaining some manual checks.
We’ll share specific criteria, formulas in Salesforce, and automated triggers between Salesforce and Outreach (our sales sequence tool) in the following sections.
Just because we use our tool in a certain way doesn't mean you need to copy that in its entirety. But it’s always easier to edit than coming up from scratch. So we hope this gives you some ideas as you build out yours.
Let’s go over our internal UG4UG process.
Step 1: Identify relevant criteria
First, we identify relevant fields/details we’ll use to build out the automation.
Standard Salesforce fields
- Current account type: Naturally, you also want to know if the New Account is already a customer, prospect, or competitor.
- Employees: Number of employees at the Current Account for account owner assignment (if un-owned).
- Contact activity: We also check if there has ever been any activity associated with this contact to ensure we don’t accidentally sequence people who are already in touch with our team.
- Number of open opportunities at current account: Similar to the above, we want to ensure that the automation doesn’t interfere with any open opportunities.
FYI - If a UG lead joins an account with an open opportunity, the account owner will get an alert. No additional automation happens in this case.
Custom formula fields
- Past account type (formula field): What type of Past Accounts are you interested in - previously a customer or previous a prospect? At UserGems, we track both and have different Outreach sequences for these scenarios.
- Persona (formula field): What’s your target persona? To determine if the person’s new title matches the target persona, we categorize the New Titles into functions and seniority.
- Seniority (formula field): For example, “Director and above” and “Manager and below”
- Relationship strength (formula field): We segment the job-change leads based on how familiar they are with UserGems.
1. Diamond: If the person was at our customer or prospect account AND they were a buyer, involved in the evaluation, the main point of contact, or they were assigned UserGems leads (i.e., they were an SDR who got UserGems leads).
2. Gold: If the person worked at one of our customers at some point in their career and might/probably not know about UserGems.
Step 2: Create custom formula fields
Next, we add the above custom formula fields to contact and lead objects in Salesforce using the below formulas:
- Past Account Type: Returns the previous account type for the contact or lead
- Persona: Returns a value of “Sales,” “Marketing,” or “RevOps” UserGems target personas. However, this can be adapted to return relevant values when the job title matches one of your target personas.
- Relationship strength: The way we define these fields is probably unique to UserGems. But you could apply a similar framework to segment your job-change leads. For instance: Diamond = former buyers & champions; Gold = Former admin & power users; Silver = Former casual users, etc.
- Seniority: Value is “High” for those with roles VP+, and “Medium” for those with titles containing Director/Head:
Step 3: Set up Salesforce reports to categorize your UserGems
Once we’ve identified and added the relevant fields, we set up reports that reference these fields in order to categorize leads based on relationship strength, seniority, and persona type.
These reports are then used as triggers to automatically add UserGems to the appropriate sequence in Outreach (but more about that in step 5). Using filters, we create reports based on the below breakouts:
Diamond vs. Gold relationship strength
- Diamond: former customers and prospects who already know about UserGems
- Gold: former employees of customers but might not know about UserGems
We group “Diamond” relationships further based on:
- Past Account Type: Alumni Customer vs. Alumni Prospects
- Seniority: To determine if the sequence is high-touch or low-touch
We group “Gold” relationships further based on:
- Persona: Sales vs. Marketing vs. Ops
- Seniority: To determine if the sequence is high-touch or low-touch
Finally, we always add filters to make sure the leads or contacts (in every report) are at a company that matches our ICP size for employee count and that there are no open opportunities on the account.
Here’s an example of the filters used for our Diamond - Alumni Customers - Director + report:
All in all, we end up with the following reports:
Step 4: Build sequences & messaging
Next, we create unique sequences and varying levels of personalization for each of the above reports.
Every sequence has a first manual step to keep human judgement involved as a standard catch-all across the board.
Pro Tip: We recommend making sure your sequences are at least 10 steps-a blend of emails. LinkedIn connection/post engagements, and phone calls (if applicable). It doesn't hurt to spread these out over a 30 - 90 days period (depending on your typical sales cycle) because while it's best to be first in the door, some decision-makers may need some more time to settle in before responding.
For example, here’s a snapshot of our Diamond - Alumni Customers - Director + sequence:
You may also want to add some variations based on persona types.
Here are some messaging differences between our “Gold” cadences for Sales versus Marketing job titles.
If you’re looking for some more inspiration on messaging, please check out some of our designated UserGems playbooks/sequences and templates.
Step 5: Pull them all together with automation
Finally, we import our Salesforce reports to Outreach daily and add leads to the correct sequence automatically using triggers.
This way, the only thing our sales development reps (SDRs) and account executives (AEs) need to do is review and execute the first manual step.
Here's the import we set up for "UG4UG Diamond - Alumni Customer - Director+":
When creating the import, the only field we map is Contact Id (Or Lead Id). Contact ID or Lead ID should be mapped to the Salesforce Contact or Lead ID. This way, no additional information gets imported since this should already get imported via the SFDC sync.
We set the report name as "Source,” a field on the prospect that we can use in the trigger.
This way, when setting up the trigger, it simply works off the fields (a) source being the report name (b) last touched is empty.
Prospecting is hard work. But UserGems can make it slightly easier
As a product, UserGems is sophisticatedly simple by design.
The job-change leads show up directly in your Salesforce. You don’t need another login. You don’t need another training deep-dive to get going. Heck, you could have it up and running in an hour.
And with a few extra steps during the implementation -- like the ones above-- you can track all your customer and prospects’ job changes and instantly automate outreach.
Best part from an Ops standpoint? These UserGems leads come enriched and verified—no more manual (and human-error-prone) data entry. Your sales reps will sing your praises! 👏
Need more tips? Reach out to your Customer Success Manager or drop us a note using the chat box on our site.
UserGems is the future of outbound sales and marketing teams. We use AI to help companies like yours identify the warmest paths to open opportunities and close more deals faster.